The document discusses strategies for a content platform called Glossaread. It conducted consumer surveys that found people are willing to pay for convenient, reliable content from trustworthy sources. The solution is to provide an alternative revenue source for content creators through paywalls. Glossaread will target those seeking specialized information and tie up with top content creators. The "My Knowledge Playlist" product allows building customized playlists. Pricing uses a "pay as you go" model for convenience. Promotion strategies include partnerships, influencers, and social media. An activation campaign on social media aimed to introduce the brand and drive traffic.

1. The Way Forward

2. Agenda
Defining TG
Pricing
Model
Market Place
Recommendations
Promotional
Strategy
Product
Strategy
Primary
Research
Digital Activation
Impact

3. The Problem
1. Users need reliable quality content
2. Content is available
3. Content is a slave to advertising
4. Quality & reliability of content is in question

4. The Solution
Short Term Solution: Instill behavior wherein users pay for
quality content they consume
Long Term Solution: Encourage trustworthy content for
users, who can signal satisfaction through buying decisions,
by providing an alternative stable source of revenue to
content creators in the form of paywalls.

5. Consumer Behavior – a Survey
18-25 years | 100 Responses
(60% participants
were 25-30 years)
60% 40%
47% 41%
12%
Personal
Educational
Professional
Purpose of
buying content
Do you ever pay to consume content?
(Movies/ music/ journals/ blogs/ articles)
1
Yes,
I often pay
for the
content I consume
No,
there is so much
free content
around, what’s the
need to pay?
40%60%
56%
Educational
Articles, Journals,
Books, Courses
Music/
Movies/
Videos
41%
3% ----Articles, Images---
2
Given the same content,
which format will you buy?
71%
23%4%
Audio
Text Video
34

6. How convenient do you think paying
For each article you read is?
43% 40% 15%
It’s Okay It’s a pain It’s Easy
5
Why do you pay?
37% 33% 25%
I feel paid content is
personalized and I don’t pay for
the content I don’t want
I feel paid content
is more authentic/
exclusive
I feel I am supporting writers/
academicians and other creative souls
who generate this content
6
Consumer Behavior – a Survey

7. Who is our target?
Global – 18+ years of age, Digital/ Tech Savvy,
Looking for access to quality journalism,
conditioned to pay for access to content
India – 18- 40 years of age, Looking for
Educational/ Career related specialized
information, not conditioned to paying for access
to content

8. What people seek?
Value Convenience

9. Insight
Urgency Scarcity Authority
People are willing to pay for content which boasts
of at least one of these features

10. Target: Demand or Supply?
Supply
Relatively better
ROI
Demand
In a chicken-and-egg
situation, we believe that
SUPPLY is the right way
to go to create a pull-
effect.
What sells is quality.
Until quality is assured,
generating demand is
challenging.
More importantly, good
quality supply drives higher
and sustainable demand.

11. Defining the ‘Suppliers’ Incentive
We become a platform that empowers content
creators to be regarded as domain experts
Through a rating system for suppliers of
content, which will ensure quality due to a
constant feedback mechanism (Differential
pricing)
- Champion
- Ninja
- Pro

12. The Role we Play: This can work in India!
Placement-specific content targeted to students and professionals
seeking unique expertise
1
2
Tie up with top-rated Quora authors to source specialized content that has
external marketability
3
Tie up with educational institutes to offer study materials and unique
research articles

13. The Role we Play: The US & Markets Abroad
Tie-up with NY Times, Washington Post, Wall Street Journal, in order to
maintain competitive edge with Blendle
1
2
Access to Exclusive Pieces from Industry experts, relevant for the target
audience
Eg: A piece from Elon Musk in Silicon Valley will find major audience among
budding entrepreneurs
3
Culturally relevant pieces for immigrants living away from home, fulfilling
feelings of Nostalgia and patriotism Eg: Raghuram Rajan

14. Product: The Big Idea
‘My Knowledge Playlist’
Authors &
Bloggers
Domain
Experts
Sourced from

15. Pricing: Prospect Theory
Gains
Price
Losses 2502x25
Building a piece-meal
payment behaviour
Is it convenient to keep making small
payments?
Pay as You Go: Induces TRIAL
Pay in One Go: Ensures Stickiness
CASH SUBSCRIPTIONS
Pay as you Go, but Conveniently.
Small losses hurt (proportionally more) than big losses.
- Kahneman & Tversky (1974)

16. Promotion
Educational
Institutes
and Events
B2B
Engagements
as mass
Suppliers of
content
Cross-
promotions
with
Influential
Bloggers
Tie ups with
“App of the
Day”
Vendors
App Store
Optimization
Paid ‘Install’
Ads
Improving
Website
Ranking/
SEO
Facebook/
Twitter as
Awareness
Platforms
LinkedIn as
Awareness
cum Lead
Generation
Platform
Push
Pull
Create
Urgency:
Days left and
views/buys

17. Activation
Social Media
Sep 18-20

18. Strategy and Goals
Increase
Awareness
Engage with
Target
Audiences
Educate
Potential
Consumers
Drive
Website
Visits
Content on Facebook and Twitter was geared to introduce Glossaread to a wider
audience and get people to want to know more and try it, as both content
consumers and creators

19. Content Approach
Link to the
website on all
posts and running
paid website click
ads
Integrated Content
across all social
platforms in order to
increase
engagement and
recall
Use of minimalist
design with more
visual impact and very
little text
Resonate
Using images of
food and other
items to draw a
parallel to
Glossaread

20. Facebook

21. Twitter
On Twitter we got an influencer on
board to talk about and engage with
the brand, generating far higher
engagements than paid tweets could
have
Chhota Batman
@Mooziek

22. Instagram
We launched Instagram for
Glossaread as it’s an important
platform for the creative types,
the hedonic content
consumers and creators, we
used hashtags to drive
engagements without media
spends

23. Results
Gained
25 followers
in 2 days organically
Top Tweets earned
3,874 impressions
Top mention earned
24 engagements
2395 Website clicks
54000+ People Reached
7000+ Engagements

24. Questions?
THANK YOU