Sample Marketing Plan
1.0 Executive Summary
Mobile News Games LLC (MNG) develops mobile games relating to current news events. This marketing plan illustrates our market segments and the strategies we are employing to get customers and create a solid revenue stream. We are not just any mobile game developer. Our unique focus of creating games with a news twist gives us an advantage over our competitors by giving customers a new outlet to enjoy mobile games. This fills a read need of not just traditional gamers but expands our reach to people who would normally not play mobile games yet are amused by the comical angle we use. We will fund development of our own games by providing consulting services to create similar games for corporations who are looking to create mobile games for promotional purposes. These consulting assignments will come from advertising sponsorship relationships that we will establish with companies who are interested in embedding their brand and offers inside our other games and would also like something more custom that they can offer as their own game. In the first 3 years of the business, we expect consulting to constitute a large portion of our revenue stream.
Our vision is to provide people with a brief escape of fun over the course of their normal day. We do this by providing them with timely interactive games that they can access on their mobile devices - games that are easy to play and have some connection with current pop culture news. MNG leverages our team's software development experience to create timely games quickly. Our marketing challenge is to attract visibility quickly and we intend to accomplish this by leveraging a multi-pronged approach that involves social media, email marketing and search engine optimization strategies to gain market share. As we gain traction in the marketplace, word of mouth will lift our game downloads significantly. 1.2 Objectives
Generate over $400,000 in sales by the end of year 1.
Increase sales by 100% by the end of year 2.
Land 4 custom consulting game development projects within 12 months. 2.0 Target Markets
Our ideal customer is between the ages of 13 and 25 who enjoys playing video games and has a mobile phone that allows applications to be downloaded, such as the iPhone, Android or Blackberry. They often have an Xbox, Wii, Playstation or other TV-based video game unit at home. They may also have a portable gaming unit such as the DS/DSi and other portable gadgets such as an iPod.
Customers are typically single and male and own or have access to a home computer, PC or Mac. They have a wide range of disposable income. Some are teenagers living at home, others are college students or those who have joined the workforce in the last 5 years. Our game design consulting customer is the VP of marketing or equivalent position of a medium to large organization who is looking for creative promotional methods for their products and services. 2.1 Market Definition and Segmentation
We target two segments: mobile game users and organizations that want to reach them. In both of these segments, customers are computer and mobile phone savvy and enjoy creative experiences. 1. Mobile Game Users
There are two types of customers that define the demographic of mobile gamers: teens (including pre-teens) and young adults, which for the purposes of this marketing plan will include teenagers age 18 and above as they are considered young adults by the general population as well as by the law. The primary difference between the two demographic segments is who provides the money for game purchases. Free mobile games:
We offer trimmed back versions of our games for free so that users can get a taste of the full game without committing any money up front.> •
Some features of free versions are disabled and advertising is displayed in some strategic locations within the game so that users are not bothered or distracted by the ads. For example, a...
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