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Problem Statement

Big OTT players failed to penetrate Tier-2 and Tier-3 cities as services are not hyper-personalized which leads to drop-offs and eventually low ARPU and high CAC.

Objective

To launch a streaming application - NAATU that could cater the audience in Tier-2 and Tier-3 cities with personalized content.

Pain Points

User Side: 

1. Lack of the Local Content over Streaming Platforms.

2. Lack of Awareness

3. Linguistic Barrier.

4. High-monthly Cost

5. Ineffective Internet Services

6. Low-end Mobile devices.

7. Technically Challenged People (Voice Search).

   
   

Creator Side:

1. Lack of Ideation 

2. Recording & Editing (AV-assets, copyright, Light, sound) issues.

3. Lack of the required Team.

4. Couldn’t reach the right audience.

5. Creator Burnout and low ROI.

6. Difficulty in understanding the algorithm of Platform.

   
   

Assumptions

• In Tier-2 and Tier-3 cities the audience couldn’t afford to spend more amount on streaming platforms unless they get the derived value.

• The services provided are not hyper-personalized, as they are hardly find the native languages.

Features

User Side:

1. Chota Recharge (Rs 5/- valid for 24 hours).

2. Recharge for 15 days.

3. Recharge of Rs 90/- per month (gets a discounted rate of 40% compared to daily)

4. Regional Segmentation concerning Dialect.

5. Incentivize Viewer - by giving tokens.

6. User Segmentation 

7. Meet & Chat with Creator Online (Based on Tokens earned by User).

8. Only Audio Content Section. - to cater Specially Abled users.

9. Regional Selection of Language for the User.

10. Location-based Prioritization and Suggestion of Dialect of Language (based on the Location).

11. Offline Download - Share Option.

12. Content Segmentation - Movies, web series, shows (stand-up comedy), music, gaming videos, FM, Soap Opera, Cartoons, Anime, Spiritual Content, Educational (Influential Speakers - History, etc.) 

13. Enabled the option of Voice Search in the local language.

14. Movie Pass at attractive prices. 

15. Daily Content recommendation on WhatsApp

    
    

Creator Side:

1. Incentivize Content Creator - using a token for purchase of goods - Tripod, Camera vlog setup, and ear pods.

2. Analytics dashboard with trends prediction.

3. Meet & Chat with Viewer - Based on the View time and likes tokens will be given to the Content Creator.

4. Audio Creator Section. (For Specially abled)

5. Creators can make the content in regional languages as per his/her choice.

6. Remove language barrier by using AI voice modulation (Bhashini) and by leveraging audio & video creators of local regions.

7. An organized way of Content making - ease of access to the Content Creators who get the Recognition.

8. Moderation department to filter content such as Adult, Universal Adult, and chat content.

9. Brand worth - Fame Moment for Content Creator (Content display on Wall for Visibility for a week) and Badge (For Language - Top Creator for Language).

10. Creator Community Page for creators of all scales to communicate their problems and get solutions from fellow creators.

11. Annual Creator Awards based on Genre and Language.

12. Creator eligibility - The minimum video length to be uploaded by the creator is 10 mins.

13. Influencer - People who had an influence or following in social media from the local people, could be given a chance. 

    
    Languages: Malayalam, Tamil, Telugu, Kannada, Odia, Marathi, Gujarati, Rajasthani, Bhojpuri, Bengali, Haryanvi, Punjabi, Kashmiri, Assamese, Manipuri, Tulu, Urdu etc.

Naatu Prototype

https://www.figma.com/proto/xu3Rh39dtP81PmmIkSqAt6/Naatu?page-id=0%3A1&type=design&node-id=1-6&viewport=377%2C281%2C0.08&t=jI2XqcUmmbGhdQlg-1&scaling=scale-down&starting-point-node-id=1%3A404&mode=design

Business Model

User Side:

1. Daily Recharge Model – Very less amount i.e., as low as Rs 5/-.

2. Fort-nightly Recharge Model.

3. Monthly Recharge Model- Rs 90/month

4. Restrict content up to a part of the model (70% content would be retained on payment basis).

5. Wallet with the Discount Price - Example on Addition of Rs 50/- at a time, will get an Delighted amount of Rs 5/-.

6. Incentivize Viewer - by giving tokens – 1 token per 1hr watch time. 

   
   

Creator Side:

1. Incentivize the Creator by adding value to him by - promoting them in the local product advertisements.

2. Incubation center (with Agreement) Offline and Digital Version - Creator can be selected and reached out if they are doing really well with stats of views and subscribers, if the creator is doing really well in monthly challenges.

3. Freelance marketplace / Resources - that can cater many content creators. Many Freelancers work here - Video Editing & Thumbnail creation, subtitle creation etc.,

4. Monthly Challenge - Content - with Limited Time Video. Recommendation & future roadmap based on Content.

   1. Promote Language Based 

   2. Promote Genre Based

   3. Chance to become outreach in the marketplace.

5. Revenue share based on Watch time & like.

Metrics

Metrics for Viewer

1. Solution to define the user who is activated and willing to join the platform.

   If a user watches 3 episodes of any web series / one movie / 5 videos in their selected language then that particular user is assumed to be activated to the platform.

2. Metrics to define the activation of the user.

   If a user watches 70 minutes of content within a span of a free trial period, then according to this metric the user is considered to be activated.

3. Metrics that define the value of the platform.

   A variety of Multilingual content will be our value proposition. (20+ languages) at a very low cost in comparison to the competitors

4. Will the activation be truly an activation metric? Why if so?

   Since the user can connect to the content and also with the language by watching the content within the free trial period it is truly an activation metric.
   
   

Metrics for Content Creators

5. What is activation from the creator's side?

   Successively posting at least three videos each of a minimum duration of 10 minutes, within a month with a like-dislike ratio of more than or equal to 70%. 

6. Activation metrics from the creator side?

   When a creator posts initial 3 videos, and subsequently gets 1000 likes & 20K views combined then we would consider this metric to be an activation metric.

7. The value that is needed for a creator to become a Content Creator?

   Linguistic Creative freedom

8. What will make a Dormant creator into an Active Creator?

   The Dormant creator will be invited to be a part of our incubation center where their skills will be brushed up again, they will be trained on areas of expertise where they are lacking such as lack of audience reach, dormant monetization, weak script, equipment’s inadequacy, finally, their new content will be promoted where they start finding the value on the platform again and in turn return to become an active creator.

9. What value should be provided to bring the right creators on the platform?

   1. Large distribution network based on the creator’s language

   2. Good monetization models

   3. Marketplace

   4. Incubation Center

10. The solution to drive retention for an Average Creator. 

    1. Curating highlights of growing & small creators who have quality content in terms of story, direction, etc. as Natu’s choice on our wall.

    2. Chance to reach the main wall would be given to an average creator based on performance in the monthly challenge.

11. Metrics to see the retention of Average Creator.

    1. Consistent video upload & score improvement in monthly challenges

    2. Increase in Natu score and engagement rate.

12. The solution is to retain a Creator who faces burnout & low ROI.

    1. Monthly top-performing & top gainers will be offered to be part of Naatu Club, which will guide and market their content for 2 years.

13. Metrics to measure Creator Retention.

    1. Consistent video upload & score improvement for members of Naatu Club.

       
       

North Star Metric of Platform & Why?

Watch Time & Application-Downloads

1. Application Downloads eventually indicate the application has made much satisfaction to the user and finds value in it.

2. Similarly, the Watch time is an indicator for both the Viewer and content Creator, since our platform acts as a bridge between viewer needs and creator’s innovation.

Marketing 

1. Promotion of our content by picking an actor/actress who will be a person who could better reach local people with the content that is going to be streamed.

2. Local broadband operators tie up to incentivize users.

3. Affordable mobile phones tie up to preinstall apps.

4. Save Languages which are about to be Extinct (Campaign).