EM4995 - Business Plan Development Level-2
Marketing Plan for Interest-Matching Platform
Koushik TV
ME21BTECH11052
8/2/25
1 Understanding the Market
1.1 Need Analysis
• Many people abandon hobbies due to a lack of partners or structured learning opportunities.
• Traditional social media platforms focus on entertainment but do not offer structured interest-based
matching.
1.2 Want Analysis
• Users desire an easy-to-use platform that helps them find like-minded individuals.
• They prefer structured learning opportunities rather than random social connections.
1.3 Demand Analysis
• Urban India’s growing market for self-improvement and hobbies presents an estimated 22 million
potential users.
• Rising disposable income and increasing interest in learning activities fuel demand.
2 Identifying Customers (STP Analysis)
2.1 Segmentation
The market is segmented based on four key criteria:
• Demographic Segmentation:
– Age: 15-40 years
– Income: Middle-class and upper-middle-class individuals with disposable income for hobbies
– Occupation: Students, working professionals, and freelancers
• Geographic Segmentation:
– Initial focus on Tier-1 cities such as Bangalore, Mumbai, Hyderabad, Delhi, Chennai, and
Pune
– Expansion into Tier-2 cities with a growing urban culture and demand for social engagement
• Psychographic Segmentation:
– Interest-driven individuals seeking self-improvement, networking, or leisure activities
– Open to digital platforms for discovering new experiences
• Behavioral Segmentation:
– Actively seeking hobby partners, group activities, and structured learning opportunities
– Comfortable using technology for networking and bookings
– Potential long-term engagement with a community-driven platform
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2.2 Targeting Strategy
The platform will adopt a multi-tiered targeting approach:
• Primary Target Market:
– Young professionals (ages 18-30) who seek hobby-based social connections and networking
– College students looking for extracurricular learning and shared-interest groups
– Urban dwellers seeking structured learning experiences outside of traditional work settings
• Secondary Target Market:
– Working professionals (ages 30-40) interested in networking through hobby-based activities
– Individuals looking for stress-relief activities such as music, fitness, and creative arts
– Parents seeking engaging learning opportunities for their children
• Business Partners:
– Learning centers and independent instructors seeking targeted student engagement
– Equipment sellers and sports brands interested in direct access to hobby-focused users
– Community-based organizations looking to promote local events and activities
2.3 Positioning Strategy
The platform will position itself as a holistic, interest-based networking and learning platform
that combines social connections with structured educational and recreational experiences.
Unique Selling Proposition (USP):
• Unlike general social media, this platform is designed specifically to connect people based on shared
hobbies and learning goals.
• Unlike fragmented Meetup groups or forum-based communities, it provides a seamless, structured
ecosystem for finding partners, discovering local learning centers, and engaging in interest-based
activities.
• Unlike traditional learning platforms, it focuses on social engagement and community-driven hobby
exploration rather than just course-based education.
Tagline: ”Find your tribe, fuel your passions, and unlock your potential.”
3 Marketing Strategy (4Ps Analysis)
3.1 Product Strategy
• Core Features: Interest-based matching, group formation, learning center partnerships, in-app
marketplace, event discovery.
• Future Enhancements: AI-driven recommendations, VR-based interactive learning.
3.2 Pricing Strategy
Freemium Model:
• Free Tier: Basic interest matching, limited connections, and community forums.
• Premium Plans (99 - 299/month):
– Justification: Affordable pricing compared to similar platforms like Meetup (499/month).
– Additional benefits: priority access to events, premium networking, exclusive workshops.
Learning Center Partnerships (2,000 - 10,000/month):
• Justification: Centers pay for targeted visibility and direct lead generation.
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• Revenue-sharing model for event listings and class enrollments.
Marketplace Revenue:
• Commission-based model aligns with industry standards (e.g., Amazon/Flipkart takes 10-15% per
sale).
3.3 Place (Distribution Strategy)
• Mobile-First Approach: Android & iOS apps.
• City-Specific Expansion: Phase-wise rollout in Tier-1 cities (Bangalore, Mumbai, Hyderabad,
Delhi, Chennai, Pune).
3.4 Promotion Strategy
• Social Media & Influencer Marketing: Targeting hobby-based influencers and creators.
• Referral & Word-of-Mouth: Free premium access for referrals.
• Partnerships: Tie-ups with learning centers, coworking spaces, and universities.
• Local Event Marketing: Organizing city-wide meetups and workshops.
