Kram: a Student Social App
Last year, Rotman Commerce hosted a business plan competition in which teams were tasked with creating a business venture idea that solves a current issue or enhances existing products being offered in the market place. We were given free rein with the idea under three conditions. It must:
Be profitable
Exhibit technological feasibility
Require funding of no more than $10million CAD to launch
My team created Kram: a platform which enables student socialization in the context of studying.
*pictured below: logos and icons I created for Kram.
Why Kram?
With the rise of COVID-19 and remote learning, students are no longer able to easily socialize in lecture halls and tutorial groups, making it significantly harder for students to meet each other. Kram is the perfect remedy for that.
Students can create and join study groups via mobile app or website, by using filters such as the student’s university, program, course, or graduating year. Students have the option of manually applying to groups that fulfill their requirements, or finding a group through an AI matchmaking system which pairs individuals based on similarities in course loads and studies or interests and hobbies.
Market Analysis
We performed a rigorous market analysis for Kram, using the 4 P’s of Marketing and SWOT analysis, as well as examining the political, economic, social, and technological landscape in which we hoped to market Kram.
Due to COVID-19, mobile-commerce has seen major spikes and products designed for home-based study are quickly growing in demand. Combined with the new generation of tech-savvy college students, Kram fits well into current social and economic trends and has great potential for market value.
Reaching our audience
Kram's Marketing Approach
We wanted to implement a marketing plan which is:
Tailored to the college student demographic
Consistent with the purpose of Kram
We developed a marketing plan which was a synthesis of these factors: narrative-based advertisement videos which would be displayed on networking and media platforms most popular among college-age students (e.g., Instagram, Snapchat).
In addition, we will display Kram advertisements on popular academic websites among college students (e.g., W3Schools), and major search engines (e.g., Google Chrome, Firefox).