Think of an idea for a product or service that you think you might be able to sell in your area. Create a general marketing plan and complete some basic market research. Include information about who your customer is, how you attract their attention, and how to determine the pricing of your product or service.

 SpaceX Starlink, a high-speed, low latency broadband internet. Users can expect to see data speeds up to 150Mb/s and latency from 20ms to 40ms in most locations. 

The Marketing Plan for Starlink

The Market Situation by Now

• Starlink is high-speed, low latency broadband internet powered by satellites which means the clients do not have to switch their data plan during their visits to different countries or re-sign an agreement for local service providers. By now, people are still dealing with their local carriers or switch SIMs to get their services.

• The market size is obviously huge. Almost everyone on earth needs this. And Starlink aims to provide everyone on the planet better services rather than stuck by carriers within their countries and purchase expensive SIM cards to get their data plan in other countries.

• Everyone can easily order the service online and activate it through its app.

• Starlink is ideally suited for areas of the globe where connectivity has typically been a challenge since it is unbounded by traditional ground infrastructure.

• Now, rival companies such as Viasat Inc, OneWeb Global Ltd, and Hughes Network Systems are challenging Starlink's space race.

The Threats

i. By now, regular transnational travelers are relatively fewer. So, one of the major benefits of Starlink may not so sure to be a need for everyone as they already have the local carriers. 

ii. Launching rockets to the space is not a cheap business. It can be a barrier for competitors to fail and also can be a reason for bankruptcy. 

Opportunities

i. With more and more people need faster and stable connections to the internet, Starlink may be the ideal choice for them. Traveling around the globe without switching any data plan or additional charges by service providers.

ii. Ahough rival companies such as Viasat Inc, OneWeb Global Ltd, and Hughes Network Systems are challenging Starlink's space race, they do not actually have the ability to launch their own rockets and set up satellites.

iii. For poor countries that are lack infrastructure, Starlink is ideally suited for them since it is unbounded by traditional ground infrastructure.

iv. The U.S. Federal Communications Commission has approved SpaceX's plan to deploy Starlink satellites at a lower earth orbit than planned to provide high-speed broadband internet services to people who currently lack access.

Marketing Objectives

Starlink wants to bring everyone on this planet a reliable, easy to set up, and affordable internet. In Taiwan, most internet coverage is in big cities. Starlink can make the coverage even better. In Taiwan, there are goals for the objectives initially, to get at least 10% of the population to know the better service and its background, offer the earlier registers a free trial for 3 months, collect the trial data to improve the user experience to achieve over 90% of over 9 ranked feedback(ranks from 1 to 10), and share the positive experience on YouTube, Instagram, Facebook, Twitter, and Reddit. 

I. To get at least 10% of the population to know the better service and its background.

10% of the population in Taiwan is 23 million people. So, at least 23 million people know the service is the goal. 

II. Offer the earlier registers a free trial for 3 months

The reason for that is to stimulate the trial. In the beginning, it is similar to change their carriers for most people. So, this is to make sure they don't be afraid of making that change.

III. Collect the trial data to improve the user experience to achieve over 90% of over 9 ranked feedback(ranks from 1 to 10)

After all, we need to know what the customers are actually thinking. And, during the improvement and by good reactions, the brand loyalty also built along the way.

IV. Share the positive experience on YouTube, Instagram, Facebook, Twitter, and Reddit

On those social media platforms, the user data is more clear and be analyzed more effectively.

Implementation

I. To get at least 23 million people to know the better service and its background. According to the statistical data, there are 11.62% of the population is around 15-24 years old and 45.51% is 25-54 years old, it is over 13 million people when sums up the two ranges. And, this range is the most active smartphone users. 

So, advertise on social media to get enough viewers and open accounts on those social media to interact with these users. Post the job offers in Taiwan and hire a team in Taiwan to do that.

II. Offer the earlier registers a free trial for 3 months. The reason for that is to stimulate the trial. In the beginning, it is similar to change their carriers for most people. So, this is to make sure they don't be afraid of making that change.

While advertising and post the service, make sure the clear free trial message is included. After that, make sure they are less willing to leave your service. Therefore, the second step is to offer an attractive plan for them. Currently, in Taiwan, a NT$499 monthly bill is acceptable for most people. For frequent travelers, NT$1,299 to NT$1,599 is very attractive. So, set up the plan A(NT$499) and plan B(NT$1,299 to NT$1,599) for them to choose.

III. Collect the trial data to improve the user experience to achieve over 90% of over 9 ranked feedback(ranks from 1 to 10). After all, we need to know what the customers are actually thinking. And, during the improvement and by good reactions, the brand loyalty also built along the way.

Collect the crucial data after the free trials such as why they don't like it. The questions should be done under simple options like the price is too high? the connection is not so stable? the speed is not high enough?

Budgets 

According to Facebook advertising costs, on average, $0.97 per click and $7.19 per 1000 impressions. The budget is up to $47,000,000 when successfully reached half of the 13 million people.

Hire a team to do the market, the analysis, and client services need to offer 30 full-time jobs with a $1,500 monthly pay each. So, that's $540,000 per year.

Overall, it is $47,540,000 in the first year. And $540,000 in the following years. 

Reference

Taiwan People 2020, CIA World Factbook. (n.d.). https://theodora.com/wfbcurrent/taiwan/taiwan_people.html.