Marketing Strategy & Execution
Project scope
Categories
Communications Digital marketing Public relations Product or service launch Social media marketingSkills
marketing strategies punjabi language social media content value propositions english language urdu language gujarati language transliteration multilingualism customer serviceOur mission
Our company was created over a year ago with a specific goal to create products and services that make it easier for children of South Asian descent living in the West to learn their native languages. So far, our focus has been on a single language - Urdu. We want to become excellent in a single language, and then extend our offerings to other languages (e.g. Hindi, Punjabi, Gujarati, etc.)
What we do
As a 1.5 person startup, we took a staged approach to test product/market fit.
Phase 1 - complete - published a series of bilingual books in Urdu. We are the first ones to include English transliteration, in addition to English translations besides the Urdu script. We have received excellent feedback over the last year having sold thousands of books around the globe, with a significant presence in Canada, the US and the UK.
Phase 2 - in progress - prove out product/market fit on multiple products
- Relaunch under a new name with a new set of products that take into account customer feedback we have received
- Launch a new service line of online tutoring specifically catered and designed for kids in the West
- Explore expansion opportunities
Phase 3 - future - scale!
The Project
As part of our Phase 2 relaunch, we are looking to define our new marketing strategy to target South Asian parents that will be interested in our offerings. We view this is a broad scope exercise and are willing to work with the students to further refine it and limit the scope based on their interest and availability. We are looking to improve our understanding of the personas we target, and based on that craft a strategy to target them through various streams. Some activities the sutdents can work on include:
- Defining personas based on data and first party interviews
- Understanding needs and wants of customers and how our product fits into their journeys
- Crafting value propositions, stories and case studies that match findings
- Understanding where our customers are in the online world and how we can target them
- Developing messaging and content ideas
- Creating a multi-channel plan based on findings (PR, social media, content, etc.)
About the company
South Asians living abroad are struggling to transfer their native languages to their children. Our children are exposed mostly to English and resources available in native languages are too complex for children in the West. Plus, the parents themselves often struggle with reading the language even if they are able to speak it to varying degrees.
Our vision is to help preserve the use of South Asian languages. We aspire to become a leading bilingual edutainment brand for children of South Asian descent through a mix of high-quality physical and digital resources, with a focus on transliteration, e.g. Urdu written using the English alphabet.
We launched our first versions of Urdu-English books in September ’20 and now offer 12 books across 4 reading levels. We are expanding our product lines in January, have transformational improvements planned for next year, and a much more exciting vision ahead of us to offer multiple languages.