Acquisition project | Slimespace

Elevator Pitch:

Hi, We’re The Slime Space, India’s largest online slime store!

Our goal is to bring a creative and calming experience to your day through our unique, handcrafted slimes. Whether you’re looking for stress relief or just some fun, we’ve got scented, textured, non toxic slimes to fit your vibe.

Imagine squeezing a cloud or butter slime after a long day—sounds great, right? Explore our collection and find your perfect slime today!

Product :

• Fundamental Need: The Slime Space addresses the need for sensory engagement, stress relief, and creative play. It helps customers relax, relieve tension, and explore their creativity through tactile experiences.
• Basic Features: It offers a wide variety of slimes with different textures (e.g., butter, cloud, glossy), vibrant colors, and customizable options. Many slimes are also scented, enhancing the sensory experience.
• Alternatives: Users might use stress balls, fidget toys, or DIY slime kits for similar sensory or stress-relief experiences.

ICP

Competitor Analysis

TAM, SAM and SOM

1. Total Addressable Market (TAM)

TAM Assumptions:

• Target consumers: People who play with slime across India, including children, teens, young adults, and adults.
• Penetration rate: Assumes 20% penetration for children and teens and 10% penetration for adults.
• Product price: ₹400 per unit.

TAM Calculations:

• TAM Population: 18.9 crores people across all age groups.
• TAM Revenue: ₹7560 crores.

2. Serviceable Addressable Market (SAM)

SAM Assumptions:

• Target consumers: Focus on the 50% reachable portion of the population through online channels, including both urban and rural populations.
• Penetration rate: 50% of the total TAM for each group.
• Product price: ₹400 per unit.

SAM Calculations:

• SAM Population: 9.45 crores people reachable through online channels.
• SAM Revenue: ₹3780 crores.

3. Serviceable Obtainable Market (SOM)

SOM Assumptions:

• Target consumers: People who would realistically purchase slime in the near term.
• Market share capture: Assume 10% market share for children and teens, and 5% market share for adults.
• Product price: ₹400 per unit.

SOM Calculations:

• SOM Population: 0.7375 crores people (~73.75 lakh people).
• SOM Revenue: ₹295 crores.

Revenue potential is close to Play-Doh's current revenue in India - 250 Cr, which addresses largely the first segment of children between 3-12 years

Core Value Proposition

The core value proposition of SlimeSpace is:

"A wide variety of safe, high-quality slimes for sensory play and stress relief."

This ensures a fun, creative experience for kids, teens, and adults, with unique textures and customization options that make it easy to enjoy and gift.

Channel Selection

The Slimespace is in the early scaling stage. Current sales is largely through organic channels to the website

Refer below - Site traffic as per similarweb

Expanding on organic traffic, plus one paid channel + marketplace entry could be the channels to look into at this stage.

Organic Channel

These are the top organic rankings currently for the slimespace

We have top position in not only the brand term, but also important lower funnel keywords like buy slime, buyslime online.

However, to scale,we need to expand the targeted keywords.

Have identified top keywords to target based on the following criteria:

1. High-priority Keywords: Focus on high-volume, relevant keywords like "Butter slime", "Slime for kids", "Personalized gifts", and "Sensory toys" to drive traffic from key consumer segments (parents, kids, and gift shoppers).
2. Medium-priority Keywords: Keywords like "Clear slime", "DIY gift kits", and "Stress relief toys" are excellent for expanding reach into new markets such as stress relief and gifting options.
3. Low-priority Keywords include niche but potentially valuable terms like "Soft slime" and "Edible slime", which can still capture dedicated slime enthusiasts.

Paid Channels :

At this stage, idea is to capture the high intent audience quickly through paid channels.. Given this will be the first paid channel to experiment, we are looking at two options - Google paid ads and Google shopping ads

Plan is to Start by experimenting with Google Search Ads to target high-intent keywords and capture traffic from users searching specifically for slime-related terms like "buy slime online" or "slime for kids". This will help gain initial visibility and understand which keywords drive the most traffic and conversions. Also will more control on the entire customer journey analysis and see what value proposition , communication strategy, copy works.

Once your Amazon channel is fully established and generating consistent sales, we can then experiment with Google Shopping Ads. Shopping ads will allow us to showcase the slimespace products visually. This would be a advantage against competitors with unique innovative design where textures, colors, and packaging matter to buyers.

After running both campaigns, we can compare the results in terms of cost-efficiency, conversion rates, and scalability, adjusting the strategy based on which channel performs better for your target audience.

For the paid search we intent to start with the following use cases and keyword themes to experiment :

3 Experiements to understand what works in paid search better :

• Experiment 1: Compare Exact Match vs. Broad Match keywords to find the best balance between reach and conversion.
• Experiment 2: Test theme-based ads (sensory play, gifting, stress relief) to understand which use case performs best.
• Experiment 3: Compare Value Proposition ads vs. Offer-Driven ads to determine whether product benefits or promotions convert better.

Content Loops

"Is It Real or Slime?" Content Loop (Premium Realistic Slime) like is it cake

1. Start:

Kids receive their premium realistic SlimeSpace product that mimics real objects, such as a burger or donut-shaped slime.

2. Hook:

They compare the realistic slime to the actual object it mimics (e.g., a real burger next to a slime burger). They record a video asking their audience: "Can you guess which one is real?"

3. Social Sharing:

They post the video on Instagram Stories, tagging @SlimeSpace and using the hashtag #RealOrSlimeChallenge.

4. SlimeSpace Re-share:

SlimeSpace re-shares the most creative and fun videos, amplifying visibility.

5. Discovery:

The kid’s friends or followers see the post, engage with the challenge, and join in by creating their own "real vs. slime" videos.

6. New Users Join:

The loop continues as more people participate in the challenge, buying their own SlimeSpace premium slimes and sharing their experience.

2. "Record Time Without Screen Game" Content Loop (Premium Slime)

1. Start:

Parents buy SlimeSpace’s premium slimes for their kids as a fun screen-free activity.

2. Hook:

The family sets a timer and starts the No Screen Time challenge, playing with the slime without using any screens (no phones, tablets, or TVs). They aim to see how long they can entertain themselves with the premium slime.

3. Social Sharing:

Parents or kids share the video of their timer challenge on Instagram or TikTok, tagging @SlimeSpace with the hashtag #NoScreenSlimeChallenge.

4. SlimeSpace Re-share:

SlimeSpace re-shares the best videos that show the most creative use of slime or the longest screen-free playtime.

5. Discovery:

Other parents see the posts, are inspired, and decide to purchase SlimeSpace for their own kids as a screen-free option.

6. New Users Join:

New families join the challenge, record their experiences, and share them, continuing the loop and driving new users.

SlimeSpace is poised to scale as India’s leading online slime store by leveraging a strong product offering with a focused marketing strategy. The immediate next steps include expanding paid search ads and establishing a presence on Amazon, while simultaneously improving organic visibility. Additionally, a key opportunity lies in targeting the kids segment more effectively through content loops, which will boost engagement and capture a younger, more interactive audience while supporting lower-funnel conversions.