SHARE

ABBEY, JULIE, ABBY, & CHARLIE

OUR PRODUCT

AN ALTERNATIVE WAY TO STAY CONNECTED WITH YOUR LOVED ONES!

MARKET ASSESSMENT & INSIGHT

• Parents feel like they have no time for genuine conversation with their kids

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• No way to push children to reach out

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• Children become independent as they grow up → still need to stay in touch

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CONSUMER INSIGHTS

�“I want to be my child’s parent AND their friend.”

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“Busy schedules? That’s just the way it is. There’s no time for us to sit down and talk in-person.”

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“I miss our daily conversations.”

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“I want my kids to know that they can come to me for help with anything, no matter how old they are.”

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“We need more quality time!”

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TARGET MARKET

“Our target market is 50-63 years old and looking for a better way to connect with their children.”

DESCRIBE THE PRODUCT

→ communication app that gives a random notification to both parties with a prompt that they can talk about

→ Available for purchase in any app store (Google, Apple, etc) on any platform

→ Try app free for 3 days → then pay monthly subscription

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CHARACTERISTICS AFFECTING CONSUMER

BEHAVIOR

→ Cultural, Social, Personal, Psychological

→ Environmental, Organizational, Interpersonal, Individual

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Family - Parents influence kids’ purchases and vice versa

Life Stage Segmentation

Social Needs - “Sense of belonging, love”

THE COMPANY

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PURPOSE: To connect families and build better relationships through daily Share messaging.

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MISSION: Provide parents and their new-adult children a way to bond and share their lives with each other, no matter the distance.

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VISION: Encourage conversation and nurture important relationships. Share life and love.

POSITIONING STATEMENT FRAMEWORK

• To: Parents of kids who are “leaving the nest”
• Who believe/feel: who want to maintain a close relationship with their children,
• [Brand ] is: Share is the best app for strengthening relationships
• That  does (U.S.P): encourages daily communication
• So: you and your child can become closer than ever,
• Because: Share’s daily conversations are the perfect start to a better connection, and turning family into friends.

MARKET MAP

MARKET SEGMENTATION

• Life-Cycle Stage/User Status: “Empty Nesters”
• Age: 50-63 year olds
• Occasions: Kids in/going to college
• Lifestyle: Technology user

PRODUCT AND SERVICE CLASSIFICATIONS

Product/Service Classification:

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-Family & Parenting

→ fosters connections when not physically together

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-Communication� → facilities ongoing conversations, maintaining channels for meaningful dialogues ��

PRICE & PRICING STRATEGY

1. Pricing Strategy 

-Value-Based - getting a good amount for what you pay for

-Price Skimming - paying a bit more, but getting special features

• Captive Product Pricing - CPP
• Price Adjustment Strategies and Reasons when to use any Adjustment Strategies

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Price & Pricing Strategy CONTINUED…

Selling price: 1.99 / month: 2+

Free 3 Day Trial → 1.99 / month family pack: 4

→ 2.99 / month big family pack : 5+

Cost: $1.10 / Unit

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How does this fit in the value continuum?  

When will you have Positive Cash Flow? - Cell W13 (17th month)

When will you Break-Even?  - Cell AL37 (32nd month)

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OUTLET/DISTRIBUTION

1. Where can it be purchased?
• Apple App Store or Google Play
2. What does the channel of distribution look like?
• Producers to Retailers to Customers
• Producers to Marketing to Customers
3. What intermediaries will you use, if any?
• Producers: Programmers, Graphic Designers
• Retailers: App Stores
• Marketing: Advertising Company, Market Testing
4. Using terms from the textbook, describe Distribution Strategy
• Contractual Vertical Marketing System
• Selective Distribution

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PROMOTION STRATEGY

1. How do they learn about this product? 
2. How will you advertise the product to reach your target?  
3. How would you leverage success?
4. Any way to create loyalty?

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THANK YOU!