A brief following market research and assessing the viability of growth of a brand looking to take its content and business overseas.

1. [Name Redacted] Abroad
Where We Are + Path Forward
By Bhavna Chadalavada
Accomplishments
1. Outreach to 100+ pre-qualified corporations
a. Began to build relationships with decision-makers
b. Foot in door at Ford USA in Sustainability & Oracle Marketing
2. Outreach to hundreds of Indian Americans to bring awareness to [redacted] brand
3. Influencer Outreach
a. 3 Indian-American/Indian-Canadian influencers with followers of 100k+ interested in
working with [redacted]
4. Got [redacted] on podcast advertising partner network for future potential buyers
a. Approx. $2k sponsorship per podcast once right buyer found
5. Introduction of America-based, India-focused foundation for future donations
a. No cap on amount willing to donate to children's’ education focused efforts
6. Syndication opportunity explored with 20+ US-based diaspora-focused publications
a. 1 open opportunity thus far
7. Open sponsorship opportunity from international law firm
8. Open sponsored content opportunity with 2 small businesses
9. Open advertising banner opportunity with 1 small business
Exciting Path Forward
• Beginning to build idea of “NRI corner” with [name of Head of Partnerships redacted], and
well-positioned to fill this with interesting, relevant content and partnerships from the
USA and Canada in particular.
• Well-positioned to bring in $$ on sponsorship and with diaspora-owned businesses.
o Can use these as case-studies to build out portfolio of diaspora-specific work.
• Can continue outreach with movers & shakers in communities, get involved with
events, and build more direct relationships with people who will like to write checks.

2. • Increased momentum on diaspora-focused activity will lend more credence to
conversations with US corporations to sign large deals.
• [Redacted] Abroad can become its own entity of sorts and take on a life here.
Specifications
The initial plan, actual execution, and summary of barriers + opportunities on path forward.
Initial Plan
Phase 1 (2-3 weeks)
Recon. Need to interview your sales team and project managers and understand more about what has been
successful for you thus far. Review data on readership. Ascertain estimates on diaspora readership / specific
topics of readership. Review past corporate sponsorships/partnerships and their structuring (+ explore if any
global brands you have previously worked with would be open to a
campaign in the US with [redacted]). Will need to understand budget for marketing / targeted ads and what
past revenue from ads has been (and other revenue streams). Basically get a full picture of the business as it
stands.
Phase 2 (4-6 weeks)
Dependent on Phase 1 findings, this may change or be modified. For now, I project the next 4-6 weeks would
be spent on community outreach. Boosting readership in the States with any number of the following:
targeted video series, targeted ads, targeted set of articles, diaspora Indian influencer partnership(s), or if we
can go direct to a corporate partnership would explore that avenue.
Phase 3 (4-6 weeks)
Bolstered by strong community outreach effort and data on US-based audience, go full force in pursuit of US-
based corporate partnerships. Structure unique campaigns and bring in the $$. The minimum should be
around $20k for the level of partnerships we will be going after.
Actual Execution
Phase 1: Elected not to put initial investment of time / hours in targeting US community through website /
NRI corner.
Phase 2: Elected not to invest directly into diaspora-focused content production or influencer partnerships.
Explored corporate avenues and came up on roadblocks both from angle of not having specific case studies
on US audience, and from lack of intros.
Phase 3: Community outreach to try grassroots approach. Possible diaspora-owned business sponsorships
and advertising reached.

3. Summary on Plan + Execution
From what was planned to how it has played out, there have been significant changes in approach
along the way. While Phase 1 was more of a model of building a strong basis first to sell from, we
ended up skipping some of the steps and instead exploring the response from large corporations
first.
Detailed findings on barriers to revenue generation + opportunities
There is a reluctance from Corporate Sponsors to pull the trigger thus far for the following reasons:
1 - Audience reach on FB does not equal audience loyalty/engagement to them (not enough proof
of audience loyalty in the diaspora specifically).
How to solve this:
(i) Specific case studies on work with Indian-owned small businesses to generate sales through
advertising.
(ii) Specific case studies on influencer partnerships that generate sales.
(iii) Specific case studies on diaspora-focused articles and content that go viral within the
diaspora.
2 - Unclear offering. Need to be clear from outset going forward. Are we targeting global brands for
US-based advertising on basis of diaspora audience reach, or supporting global brands’ expansion
efforts in to India.
Tried both approaches with different brands. Generally there was more interest on diaspora-
focused advertising, but nothing clicked as yet for multiple reasons including:
(i) length of sales cycle being longer due to developing new relationships
(ii) timeline in working back and forth with India
(iii) additional specificity needed on pricing and offerings
(iv) Timing / Luck / Geography / Budget
Some of this is being in the right place at the right time. Attending events like Cannes Lions (or
similar), and being in places to build agency relationships and media partner relationships. This
would require a budget.

4. Many corporations were willing to take in-person meetings if I indicated I was in town (specifically:
NYC area, Austin area, SF area). If there is a budget for this, the sales cycle could move quicker.
Detailed summary on revenue generation + opportunities
I remain convinced that there is an opportunity here, and that the initial hypothesis being tested is
correct. There has been some need for exploration and pivoting along the way that has prevented
fast bottomline results, but the response thus far has indeed been encouraging. Building a specific
offering and continuing to build confidence for buyers will lead to a higher volume of possible
transactions.
I also see room for exponential growth with added commitment of time and resources. It could be
useful to have an intern or Associate to scope out possible partnerships and do initial outreach.
That way this position could be focused more on strategy and execution. There was some level of
being strapped for time, and even then the findings/results in 3 months were quite good!
Specific [Initial] Path Forward
Types of Clients
Diaspora-owned businesses:
• Retail/Convenience
• Publishers
• Tech
• Event planning
• Media
• Law firms
• Dental offices
• Doctors -- Private Practices
Types of Output
Depending on the type of business:
• Sponsored video content
• Sponsored article
• Geo-targeting
• Product link -- direct share
• Sponsor a specific section
• Advertising banners

5. Summary on Path Forward
The first opportunity is with the Diaspora community itself. We should take more of a grassroots
approach in building the community over here -- starting with building a tailored section or
offering to NRI audience. Building that specific content offering and a geo-specific audience for it
will build the case for working with all types of businesses that want to be seen and heard by a
loyal diaspora audience -- or just support something good.
There will need to be a decision made on if we will be willing to start off with free press for case
study purposes (for instance, [redacted] initially has been skeptical about value in paying for an ad
banner or sponsored content).
After generating content + reach + sales with this community, we can partially utilize word of
mouth within the community itself to make our way into generating larger corporate opportunities
here. Having case studies of specific work here will build more buyer confidence.
We should continue to cultivate relationships with influencers, and when appropriate utilize their
audience to generate meaningful + viral content.
Simultaneous Approach
• Speak with agencies and develop relationships -- looking for buyers interested in Indian
American audience specifically.
• Continue to speak with corporations and look for introductions to get foot in door.
• Attend Indian-American focused events.
• Attend media events.
• Get introductions to Indian Americans here (like the SF Diplomat [Founder name redacted]
mentioned).
• Look for new syndication opportunities.
o ○ BGM is interested in a non-paying partnership. Need to know parameters here on
what is acceptable for us up front.
o ○ Speaking with [redacted] soon.
• Speak with more America-based foundations with India interests.
Needs
• Development of ‘NRI Corner’.
• ● US-specific deck with offerings, audience data, and our ‘why’.
• ● Commitment of more time/resources [either directly to me, or in the form of other
regular contributors to this plan].