Zapp Active Target Market

Zapp Active - Village Target Market Analysis

Who Actually Uses This & How to Reach Them

🎯 THE SURPRISING TRUTH ABOUT VILLAGES

Your assumption might be: “Younger people = tech-savvy = my target”

The reality: Villages have a very different demographic mix than cities, and your BEST customers might not be who you think.

📊 VILLAGE DEMOGRAPHIC BREAKDOWN

Typical English Village Population Mix

Total Village Population: ~2,000 people

Age Distribution:

🎯 YOUR PRIMARY TARGET MARKETS

1. The “Active Families” (35-54 years) ⭐⭐⭐⭐⭐

Who They Are:

Their Village Life:

Why They’re PERFECT for Zapp Active:

Pain Points You Solve: - “What should we do this Saturday?” (weekend planning) - “Where can we take the kids?” (family activities) - “We always go to the same 3 places” (discovery problem) - “I want to support local but don’t know what’s there” (awareness)

App Usage Patterns: - Frequency: 3-4 times per week - Time: Weekends (planning mode) + weekday evenings - Features They Love: - Discovery mode (browsing for ideas) - Family-friendly filters - Hidden gem hunting with kids (gamification!) - Saving favorites for weekend plans

How to Reach Them:

Primary Channels: - Facebook Groups (90% reach) - Post Saturday morning - School Gates - Flyers to parents - Weekend Events - Farmers market, village fete - Partner Businesses - Family cafes, ice cream shops

Messaging:

"Discover hidden gems in [Village] with your family!
Find local offers, plan weekend adventures, and turn 
exploring into a game the kids will love."

Expected Acquisition: - 200 people in this group (40% of 500) - Conversion rate: 30% (tech-savvy, motivated) - = 60 active users from this segment

2. The “Active Retirees” (55-70 years) ⭐⭐⭐⭐⭐ (SURPRISE!)

Who They Are:

Their Village Life:

Why They’re SECRETLY PERFECT:

The Game-Changer: They have TIME and LOYALTY

Pain Points You Solve: - “We’re bored of the same routine” (variety) - “What’s going on this week?” (events/activities) - “That new place opened, what is it?” (discovery) - “I want to support local traders” (community values) - “Meeting friends for lunch, where should we go?” (social planning)

App Usage Patterns: - Frequency: 5-7 times per week (MORE than younger users!) - Time: Morning coffee browsing, before going out - Features They Love: - Simple interface (not cluttered) - Local offers (fixed income, love a deal) - Discovery without AR confusion - Loyalty rewards

The MASSIVE Advantages:

1. Word of Mouth Champions: - They talk to EVERYONE - Coffee morning = 20 people hear about your app - Church = 50 people - Village committee = Opinion leaders

2. Actual Free Time: - Not working 9-5 - Can visit businesses during quiet hours - Will actually USE offers (not just save them)

3. Repeat Usage: - Young families use it weekends only - Retirees use it DAILY for planning their day

4. Business Value: - Businesses want them (quiet Tuesday afternoon customers) - Higher conversion on offers - Build lasting relationships

How to Reach Them:

Primary Channels: - Local Facebook Groups - They’re the most active members! - Community Board - Library, post office, village hall - In-Person Events - Set up iPad at farmers market - Parish Magazine - Small ad (£30, reaches 80%) - Word of Mouth - Get 5 using it, they tell 50 more

Messaging:

"Stay connected with everything happening in [Village]!
Exclusive offers from local businesses you know and love.
Simple to use, made by your neighbor Paul."

CRITICAL: Different Feature Emphasis - Don’t lead with AR (too complex, might scare them off) - Lead with local offers and discovery - Mention “Easy to use” prominently - Include “Made by local resident” for trust

Expected Acquisition: - 300 people in this group (50% of 600) - Conversion rate: 20% (slower adoption, but HIGH once they start) - = 60 active users from this segment

3. The “Young Professionals” (25-40 years) ⭐⭐⭐

Who They Are:

Their Village Life:

Why They’re GOOD (But Smaller Group):

Pain Points You Solve: - “We just moved here, what’s good?” (newcomer discovery) - “Is there anything fun to do?” (entertainment seeking) - “I miss the variety of the city” (FOMO) - “How do I meet people here?” (social connection)

App Usage Patterns: - Frequency: 2-3 times per week - Time: Evenings and weekends - Features They Love: - AR scanning (cool factor) - Hidden items (gamification) - Instagram-worthy discoveries - Social sharing

The Challenge:

How to Reach Them:

Expected Acquisition: - 120 people in this group (50% of 240) - Conversion rate: 25% - = 30 active users from this segment

🎯 TARGET MARKET PRIORITIZATION

Phase 1 Focus: The “Easy Wins”

Primary Target (Month 1-3):

Active Families (35-54) + Active Retirees (55-70)

Why: - Largest populations in village - Highest engagement potential - Best word-of-mouth effect - Most likely to use offers - Support local values

Target Numbers: - 60 families + 60 retirees = 120 active users - That’s 6% of village population - Totally achievable in 3 months

Secondary Target (Month 4+):

Young Professionals (25-40)

Why Later: - Smaller population - More likely to hear about it from others first - Will join once there’s critical mass - Less priority for businesses (they’re at work all day)

📊 BUYER PERSONA DEEP DIVES

Persona 1: “Sarah the Soccer Mum” (42)

Demographics: - Age: 42 - Job: Part-time marketing consultant (remote) - Family: Married, 2 kids (8 and 11) - Income: ÂŁ65K household - Tech: iPhone 14, uses Instagram, WhatsApp groups

A Day in Her Life:

7am: Wake up, scroll phone in bed
8am: School run (sees QR code at local cafe)
9am: Work from home
12pm: Quick lunch break (checks app for offers)
3pm: School pickup
4pm: Kids' activities (football, music lessons)
6pm: Dinner with family
8pm: Planning weekend (browses app for ideas)

Zapp Active Use Cases: - Weekend Planning: Friday evening, looks for family activities - Treat Time: Tuesday after school, “Kids did well, let’s get ice cream” - New Places: “We always go to the same places, what else is there?” - Special Offers: “Free kids meal? Perfect for Wednesday”

Key Motivations: - Keep kids entertained - Support local businesses - Find good value - Discover new things

How She Finds You: - Sees post in “Lechlade Parents” Facebook group - Friend mentions it at school gates - Sees QR code at cafe

What Makes Her Download: “Oh this is perfect! I never know what to do with the kids on weekends. And there are offers too? Downloading now.”

What Makes Her Stay: - Found 3 new places for the kids - Saved ÂŁ15 with offers in first month - Easy to use - Feels like a local secret

Persona 2: “Roger the Retiree” (67)

Demographics: - Age: 67 - Previous Job: Civil engineer (retired) - Family: Married, grown kids visit monthly - Income: ÂŁ35K pension + savings - Tech: Samsung phone, uses Facebook, reads email

A Day in His Life:

7am: Wake up, read newspaper
9am: Coffee at home, check Facebook
10am: Morning walk (1 hour)
11:30am: Coffee in village (social time)
1pm: Lunch at home
2pm: Hobby time (gardening, reading)
4pm: Afternoon tea or meet friends
6pm: Dinner
8pm: Watch TV, browse phone

Zapp Active Use Cases: - Daily Browse: Morning coffee, sees what offers are today - Social Planning: “Meeting John for lunch, where should we go?” - Events: “What’s happening this week in the village?” - Support Local: “Oh the bakery has an offer, I’ll pop in”

Key Motivations: - Stay active and engaged - Support businesses he knows - Get good value (fixed income) - Feel part of community - Combat boredom

How He Finds You: - Wife shows him after seeing flyer - Friend mentions it at pub quiz - Sees it in parish magazine

What Makes Him Download: “My mate Brian told me about this app where you get deals at the cafe. Thought I’d give it a go. Paul from [street] made it, didn’t he?”

What Makes Him Stay: - Used 8 offers in first month (he has time!) - Found a new lunch spot - Enjoys feeling “in the know” - Simple interface works for him - Local connection (“made by Paul”)

Persona 3: “Emma the Newcomer” (31)

Demographics: - Age: 31 - Job: Teacher (commutes to Swindon) - Family: Engaged, no kids yet - Income: ÂŁ38K - Tech: iPhone, heavy social media user

A Day in Her Life:

6:30am: Wake up, commute prep
7:30am: Commute (45 minutes)
8am-4pm: At work
5pm: Arrive home (tired)
6pm: Quick dinner
7pm: Gym or walk
8pm: Chill time, social media scroll
10pm: Bed
Weekend: Wants to explore, see friends

Zapp Active Use Cases: - Weekend Exploration: “What’s fun to do this Saturday?” - Date Night: “Where should we take my fiancé’s parents?” - Instagram Stories: “Found this cool hidden cafe! 📾” - Making Friends: “How do I meet people in the village?”

Key Motivations: - Feel less isolated - Discover her new area - Share cool finds (social proof) - Meet like-minded people

How She Finds You: - Instagram ad (£2 cost per acquisition) - Sees someone else’s story - New resident welcome pack

What Makes Her Download: “Oh this is cute! Like a treasure hunt for local places. Let me try it this weekend.”

What Makes Her Stay: - Found 2 Instagram-worthy spots - Feels more connected to village - AR feature is fun to show friends - Shareable content

📈 ACQUISITION STRATEGY BY AGE GROUP

For Active Families (35-54):

Channels:

  1. Facebook Groups (Primary) - 90% reach
  2. School Gate Flyers - 70% reach of parents
  3. Family Businesses - Cafes, play areas
  4. Weekend Events - Farmers market

Messaging:

“Family-Friendly Discovery” - Find weekend activities - Hidden gems for kids - Support local - Save money with offers

Tactics:

For Active Retirees (55-70):

Channels:

  1. Local Facebook Groups (Primary) - They’re the most active!
  2. Community Board - Library, post office
  3. Parish Magazine - ÂŁ30 ad
  4. In-Person Events - Help them download directly
  5. Word of Mouth - Most powerful for this group

Messaging:

“Stay Connected to Your Community” - Discover what’s happening locally - Support businesses you know - Exclusive offers for locals - Simple and easy to use - Made by your neighbor

Tactics:

CRITICAL: Don’t lead with AR for this group. Lead with “local offers” and “community connection”. Mention AR as a bonus feature later.

For Young Professionals (25-40):

Channels:

  1. Instagram Ads - Targeted to [Village]
  2. Facebook - Secondary
  3. New Resident Packs
  4. Local Networking Groups

Messaging:

“Discover Your Village Like a Local” - Hidden spots you’ve never heard of - AR treasure hunt - Meet locals through events - Share your discoveries

Tactics:

🎯 THE WINNING STRATEGY

Phase 1 (Week 1-4): Core Audiences

Target: - 40 Active Families - 40 Active Retirees = 80 users total

Approach: - Heavy Facebook group posting - In-person events (farmers market) - Flyers everywhere - Business partner promotion

Phase 2 (Week 5-8): Word of Mouth

Target: - 20 more Families (friends of users) - 20 more Retirees (word spreads fast) = +40 users (120 total)

Approach: - User testimonials - Referral program (“Bring a friend, both get £5”) - Community buzz - Local press

Phase 3 (Week 9-12): Expansion

Target: - 20 Young Professionals - 10 more Families/Retirees = +30 users (150 total)

Approach: - Instagram presence - Critical mass reached (FOMO effect) - New resident targeting

💡 SURPRISING INSIGHTS

Why Active Retirees Are Actually Better Than Young People:

Usage Frequency:

Offer Redemption:

Word of Mouth:

Business Value:

Loyalty:

🚹 COMMON MISTAKES TO AVOID

❌ Don’t Make These Assumptions:

“Young people are more tech-savvy”

Reality: 55-70 year olds use smartphones daily. They’re on Facebook constantly. They just need simple interfaces.

“Old people won’t use apps”

Reality: They use WhatsApp, Facebook, banking apps. They WILL use yours if it solves a real problem and you help them set it up.

“I should target trendy young professionals”

Reality: There’s only 240 of them (12% of village). You need mass, not cool factor.

“Retirees don’t spend money”

Reality: They have disposable income, no mortgage, and TIME. They’ll use your offers more than anyone.

“AR is the main feature”

Reality: For families, yes. For retirees, no. Lead with different features for different audiences.

✅ ACTION PLAN

This Week:

  1. Join ALL Local Facebook Groups
  2. Map Your Demographics
  3. Adjust Your Marketing
  4. Plan In-Person Events

First Month Target:

This is 4% of your village. Totally achievable with the right approach!

🎯 THE BOTTOM LINE

Your Primary Target Market:

đŸ„‡ 1st Priority: Active Families (35-54)

đŸ„‡ 1st Priority: Active Retirees (55-70)

đŸ„ˆ 2nd Priority: Young Professionals (25-40)

The Surprise Winner: Those “boring” 55-70 year olds are actually your SECRET WEAPON. They have time, they support local, they spread word of mouth like wildfire, and they’ll use your app MORE than anyone else.

Don’t sleep on them, boss! 🎯