Crafting a Strategical Vision for a New Product
How I helped the company leverage its selling points and market them to a new target audience, to potentially draft a features list for a new product.
Overview
Cleeng is a Subscriber Retention Management provider with multiple products that cover different needs, such as Checkout optimization, Churn management, and Customer support for the SVOD (Subscriber Video on Demand) market.
I was hired to conduct a deep analysis of the competitor's first-time user experience and brand positioning, analyze the user persona target for the new product idea (content creator), and establish a series of feature prioritization and Value proposition Design for this specific target.
Subsequently, craft the final value proposition and recommendations.
Stakeholders
Luc Bleylevens - Director of Product Marketing
Adrianna Panek - Marketing Manager
Tools
Miro
My Impact
Crafted a strategical vision for a new product with a measured marked opportunity.
Helped the team identify potential opportunities for better user engagement.
Crafted a list of future considerations that helped the company prioritize features that made sense vrs the competition.
Summary
Learned how the SVOD and content creators markets work.
The best approach for Cleeng was to target the content creators offering a white-labeled subscription membership platform with a pricing strategy based on the creator's revenue (not monthly services).
After the research, it was clear that Cleeng will have a great opportunity in the market by engaging only X% of YouTube channels, assuming that only X% will start getting revenue during the first product release.
My contribution directly impacted the client’s decision-making process, helping Cleeng leverage its features and market them to a new target audience.
For confidentiality reasons, I have omitted the actual values of some metrics. Contact me to dive deeper.
