marketing plan report
MGM FINAL PROJECT OUTLINE
Executive Summary
Macciatch is targeted at college students who are busy to socialize but desire to make new friends and build a relationships. Users can only be college students who currently attend universities to register on the app's interface, which makes Macciatch the safest and friendliest environment. This app especially will interest students with social anxiety or who struggle “sparking” a conversion. Macciatch allows users of social apps like Facebook and Tinder a new, and focussed platform to give their social and love lives a boost. Macciatch focuses on the user's desires. If one is interested in starting a long term relationship Macciatch connects you with the right people to start talking too. By having users fill out a survey asking a variety of questions such as what their favorite hobbies are or new hobbies they would like to try Macciatch brings the right people together. In addition to using a general survey the app also encourages users to take a personality and psychology test in order to better guarantee the longevity of connections made. Macciatch gives you diversifies relationship potentials by letting users select different groups of users to more likely match too. By using Macciatch, you can either play basketball with your new friends or go on a date. Furthermore, we add a “your location” feature which allows users to track each other’s positions when heading to meet.
Company description
Macciatch. Inc. develops an online social application for only college students to meet new friends for hanging out or dating on IOS or android devices. The company was founded in 2017 and created in Buffalo, New York. Macciatch is a college-based social mobile app allowing matched users to chat and matching is based on Facebook profile. For now, Macciatch. Inc. has total 30 employees.
Strategic Focus and Plan
Situation Analysis
SWOT Analysis
External | Strengths | Weaknesses |
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Industry Analysis
Although Macciatch is made for building friendships, as well as romantic relationships; Macciatch is still going to compete in the online dating industry, more specifically with the new online dating apps that have emerged for young adults and students.
Threat of Potential Entrants- The threat of potential entrants in this industry is extremely high. With technology only becoming stronger, there are apps of this nature pushed out all of time time.
Bargaining Power of Suppliers- The bargaining power of suppliers is thought to be very low in this industry, and that is because the supplies needed to function in this industry are not tangible.
Threat of Substitutes- The threat of substitutes in this industry are real. If someone were to swear off of dating applications, they could substitute that with other social networking sites like Facebook, Snapchat, or Twitter; or, they could simply substitute trying to find friends/significant others electronically and go into the physical world and be more social.
Influence of Complementors- The influence of complementors in this industry is non-existent.
Bargaining Power of Buyers- The buyers in this industry are the users of the app, and their bargaining power is pretty high. With so many apps launching in this particular industry, buyers are allowed to be very picky about what platform works best for them. The switching cost for these apps is usually very low, allowing one user to switch easily from Tinder to Bumble, to whatever the next dating app is.
Rivalry Between Competitors- The rivalry between competitors in this industry is fairly moderate. All of the these “dating platforms” try to differentiate themselves from one another, to give an incentive to potential users. By these platforms doing this, they naturally constrict the potential rivalry, by saying their platforms are different, as opposed to better or worse.
*This industry is more attractive than not*
Competitor Analysis
Tinder- Pioneer for dating apps, invented the swipe concept, possesses the largest market share with an estimated number of 50,000,000 users worldwide. Promotes “hook-up” culture.
Bumble- One of the larger dating apps, estimated 800,000 users, very similar to Tinder, using the same swiping concept.
Luxy- Another dating app for “elite singles”. You can join for free is you earn more than $200K, or if you are voted in by current users based on your attractiveness. They aim to match supermodels, celebrities, athletes, and the wealthy together.
Friendsy- A dating app exclusively for college students, they advertise advanced searches, better matching, and compliments. Boasts 100,000+ users.
Company Analysis
One of the company’s main strengths are the workers that run it, all being millennials who are not too far removed from college themselves, they have a great idea of what students are looking for in these apps. Macciatch also holds a second movers’ advantage; by emerging so much later than other dating apps, we have been able to take notes on what works well in this industry, and what doesn’t work at all.
Our overarching marketing plan is to target women as the early adopters for this product, building their base as users, because we believe that if women use our app, men definitely will, but the opposite is not true.
Customer Analysis
Market - Product Focus
Marketing Program
Financial Data and Projections
Organization
Implementation Plan
Evaluation and Control