Marketing Plan

Anis Bennaceur
04/01/2015

Executive Summary
Present market situation:
Online Dating apps are on a downhill trend
Too many cheap dating apps are currently invading the market
Quality of users on these dating apps is going down
It is always best to date friends of friends, or people within a same community
Most current apps do not interact with their users

Change recommended:
Mixer will be branded as a high-quality app, with a mix of 70% lifestyle and 30% dating
Quality events and strong prize campaigns will retain users
A partnership with a rockstar is an enormous plus
Hire a team of well chosen ambassadors
Sign-in upon referral
Filter the users as they sign-in
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REMINDERS

REMINDER
Segmentation of users
Description
Very
high-end
High-end

Artists, celebrities, heirs, socialites, models, bloggers,

successful entrepreneurs
People checkable on Google instead of Facebook
Lawyers, bankers, fashionistas, other entrepreneurs
Manhattan people who go out and are professionally successful

Branded
Mass
DO NOT MARKET TO THEM
Mass

REMINDER
Characteristics of a dating app
Potential solutions:

# Users

Number of users growing fast

and slowly declining

Filter users through referrals

and acceptations to keep
quality of users

Back to basics: groups of friends

hanging out together and
potentially wanting to meet
each other, without necessarily
seeing Mixer as a dating app

Brand the app 70% lifestyle,

30% dating

Need to delay phase

Time
Reasons:

Quality of users goes down

Users are described as creepy
Online dating apps are invading the market and no longer
seen as something cool or innovative
One-on-one dating with strangers will decrease because
of bad experiences
5

Become the SoHo House of

the dating apps

REMINDER
Marketing channels

Growth hacking is a creative

method to create virality in
downloads. Eg: Ubers referral
program which discounts $20 on
rides for the referer and referee.

Growthhacking

Media

Targeted strategy to universities and

schools to become the next app of
the moment: ambassadors, hiring
the right intern, promote case
studies with professors within
marketing classes (eg LVMH)

Schools and
universities
6

Streetmarketing

Gradual communication
towards webzines, blogs,
magazines, and at last
television

Community management

Buzz strategy with huge

communication hits, relayed
by media

Exclusive events, relayed by

media

COMMUNICATION STRATEGY

Indicative agenda and modus operandi Global View

April

May

June

July

Preparation of strategy
Marketing towards very highend users
Marketing towards high-end
users
TV reports and go big on press

Digital Marketing

Aug.

Sept.

Oct.

Nov.

Dec.

Preparation of strategy
Screening & gathering of
strong suited partners

Artists (equity incentive):

Alex Carapetis, drummer
of JC & The Voidz essential
Andre Saraiva, artist
great addition
NYC socialites and heirs (equity
incentive):
Maggio Cipriani
More to be identified

Last interviews with those

partners to fine-tune app

Partners will be working with us

on the communication of the
app, and need to identify
themselves with the product

Preparation of events

Interviews and beta

demonstrations to fine-tune the
app will be necessary to
improve user experience
Preparation of our pitch and
branding to users

Club managers and promoters:

Screening of the right
promoters to collaborate
with us, and finding best
agreement
9

Preparation of launching event Highly important to ensure that:

The artists will bring over

their contacts
All the promoters allow
the event to be 70%
females
Our ambassadors invite
high-end people

Research on future spots to

host the events (lofts, boats,
rooftops, bars)

Purchase of goodies, decoration

items & reaching out to alcohol
sponsors

In the events:

Hostesses who will ensure, upon

arrival, that users have or install the
app, and briefly explain usage

Artist performance in confidential

atmosphere

Goodies given during the event

The right people, in an unknown place, with the unexpected

10

Indicative agenda and modus operandi focus on very high-end

users
April

May

June

July

Aug.

Sept.

Oct.

Nov.

Dec.

Partners and ambassadors have

their users download Mixer and
attend events

Mixer parties for very highend

Fashion press and gotha
articles (selected)
Open press events

Hamptons,
July 4th

Fashion
Week
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Halloween

Deep dive into the events for the very high-end

Timing is key!

Ambassadors, Partners, and PRs

need to activate their networks
10 days before the event

Sign-up on referral/ invitation,

to track ambassadors work

Three events before summer

Having a referral system makes

the app more exclusive and
creates the hype: each user is
allowed to invite 5 friends on
the app

First event is capital, in a loft:

artists, socialites, confidential
show, free high-quality alcohol,
ensure we have enough bars
and bartenders
Second event on a boat: good
weather, have it navigate
around New-York, which
ensures guests come in early
and stay until the end
Third event in the Hamptons on
July 4th : all of our target users
will be there. We will be having
credentials at that time
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First press

One Techcrunch and one

VentureBeat article to create
credibility

Then focus on very few, high

quality fashion magazines and
webzines to talk about us:
Vogue, GQ, Jalouse, Elle

Ensure at first online presence

following events in Guest of a
Guest, Purple Diary, etc

Indicative agenda and modus operandi focus on the high end

July

Aug.

Sept.

Partners and ambassadors have

their users download Mixer and
attend events

Mixer events for high-end

Buzz campaigns

13

Oct.

Nov.

Dec.

Deep dive into the events for the high-end

Description of events

Sponsorship of selected bars

and clubs

Hostesses paid to have the right

users to download the app

Once users have the app

downloaded, one drink is
offered

Goodies are offered

Less expensive events

Buzz campaigns

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Launch marketing buzz in

selected areas, involving social
media

Example with Tinder:

Press evolution no ads, only articles

Thousands of downloads1
Internationalisation

60

50
40
30
TV impact

20
Specialized
press

10

More open
press

0
1

(1) Not necessarily users. Numbers are low because of

Mixers exclusive aspect

8
15

10

11

12

Months

APPENDICES

APPENDICE

Recruitment, partnerships, and ambassadors

Campus ambassadors

Focus on campus ambassadors

starting from September

These ambassadors will secretly

work for us: they will not tell
their contacts that they are
being paid to promote the app

Fashion schools are essential:

strong proportion of females
Schools identified: Parsons, FIT,
NYU, Columbia, and Pratt

Importance of Alex Carapetis

as artistic advisor

City ambassadors

Identification of city
ambassadors: Abercrombie
models, socialites, heirs, club
managers

He will allow us to target

musicians and actors on the app
and have them from the
begining

Their role will be exactly the

same as campus ambassadors

Socialites and heirs are not

money sensitive. Possibility to
provide them with 0.5% equity?

He will allow us to have

musicians perform at our
confidential events at a friends
price

He can help us obtain priceless

items from musicians that could
be given to our members for
campaigns (eg: an autographed
guitar by Julian Casablancas
offered to one of our users for
Christmas, or a backstage pass
for a NYC concert for a group)

Club managers and

Abercrombie models paid
respectively at $1,000 and $500
a month

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APPENDICE

One summer intern, definition of his role and requirements

Role:
Managing relationships and marketing opportunities with our partners
Contributing to the preparation of the events
Seeking for sponsorship opportunities for our events
Proposing buzz-campaign ideas to promote the app
Search engine optimization
Helping with press relationship
Requirements:
Ideally studying in a University based in New-York
Enthusiastic and detail oriented self-starter eager to excel in a fast-paced startup environment
Strong interest in marketing and tech products
Strong written and verbal communication skills
Proficient with Microsoft Office
Google Analytics experience a plus
Smart, quick worker and can do attitude
Outgoing, with social skills
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APPENDICE

Budget lines on marketing

Line of Cost

May

June

July

August

September October November December Total

Events - Very High End

Other events
Ambassadors, partners, and interns

28,365
6,500

25,590
6,600

26,115
3,540
6,600

3,540
6,600

23,115
3,540
11,500

24,613
3,540
11,000

3,540
11,000

3,540
11,000

127,798
21,240
70,800

Total

34,865

32,190

36,255

10,140

38,155

39,153

14,540

14,540

219,838

A lean cost structure, with a strong emphasis on these amazing very-high end
events that will promote the image of Mixer

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Contact:

Anis Bennaceur
anisbennaceur@gmail.com
(M): +1 917 744 4827
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