For this bachelor’s thesis, our client gave us the opportunity to do just that. Our task was to turn his business idea for a leisure app called Nada into a viable business plan. The initial challenge was to analyse the target market, identify user needs, and develop an innovative concept that would differentiate the app from others. This required not only understanding current market dynamics but also finding a positioning strategy that could ensure long-term success without charging the users.

To achieve this, we conducted a literature review to better understand current market trends and the competitive landscape. In the next step, interviews with potential users and industry experts were conducted to learn about user expectations and to come up with a concept for the Nada app. Lastly, we created three distinct personas, outlined the app’s business model, and defined its value proposition. In addition, we explored potential revenue models and formulated strategic recommendations for a targeted market entry.

From those results, we were able to develop a business plan, which forms the strategic foundation for Nada’s market entry and long-term growth. The plan describes the concept’s unique selling propositions as a basis for the differentiation and positioning strategy. Furthermore, it contains valuable insights about non-intrusive and intrusive revenue methods and an extensive marketing mix. Based on this business plan, we formulated three recommendations that emphasize the importance of a diverse range of offerings, targeted marketing campaigns, and the use of non-intrusive revenue methods. These recommendations provide our client with a clear roadmap for successfully launching Nada, building a loyal user base, and securing a strong position in this competitive market. Taken together, these strategic elements not only support a successful launch but also lay the groundwork for sustainable growth, adaptability to market changes, and long-term competitiveness.