Refer to the project brief and the additional resources before you begin this project!
(Go through them at least 3 times or till the time you don’t have a mind map in your brain)

Let’s begin

It's time to kickstart the project by taking a crack at building your Elevator pitch.

(Think of this as an introduction to your product- make it remarkable!)

Ever struggled to find activewear that actually fits you that doesn't ride up, roll down, or feel like it's made for someone else?

Think ultra-functional, crazy comfortable clothing that makes women feel confident and supported from workouts to everyday life.

We at Bliss Club create movement-first apparel designed specifically for Indian women. From buttery-soft leggings to all-day comfort pants, our products are made for real bodies and real routines.

Unlike global brands, we don’t resize we rethink fit, fabric, and function from the ground up. Whether you're walking, dancing, or just running errands, Bliss Club moves with you.

Join our community of Bliss Clubbers and experience activewear that finally gets you.

Discover more at www.blissclub.com.

(Go and speak to different users of the product and the people in the chain: households buying the product, shopkeepers selling the product, churned users, and users using competitor's products. In the case of B2B products identify the decision makers, the influencer, the blocker, and the end-user)

Understanding your ICP

(Put down your ICP’s in a Table Format. A tabular format makes it super clear for anyone to understand who your users are and what differentiates them)

We have multiple users of a product and not all of them can be our ICP for whom we make our strategies, we need to prioritize.
(use an ICP prioritization table)

(Before you begin, you need to know what your product is, what are its features, what is the problem being solved by your product?)​

​Understanding Core Value Proposition

(Build your core value proposition by exact what your product does and what problem are you solving)

For modern Indian women who need stylish, body‑inclusive clothing that supports every kind of movement workouts, errands, or just lounging without constant adjusting, our Blissclub apparel brand is a women’s movement‑first lifestyle company that delivers thoughtfully engineered pieces that stay put, feel cloud‑soft, and boost confidence, so you can move through your entire day distraction‑free.

(Let's begin by doing a basic competitor analysis in a tabular format considering all the parameters for your product and its competitors)

(Then let's try to understand the market at a macro level and evaluate the trends and tailwinds/headwinds.)

Now it’s time for some math, calculate the size of your market.

TAM = Total no. of potential customers x Average Revenue Per Customer (ARPU)

• Total urban women in India, UAE, Singapore (18–45 yrs, internet-savvy, earning): 62.3 million
• Realistic potential buyers of movement/lifestyle wear (active, working, wellness-conscious women): 26.3 million

• FY24 Revenue: ₹92.2 crore (~USD 11M)
• Reported customer base:
  • Over 1 million+ customers across India, UAE, Singapore
  • Additionally, 200,000+ paying customers mentioned in a growth report
• ARPU (annual average customer spend for Bliss club): ₹4,600/year
• Based on 2–3 purchases a year of leggings, tops, bras, etc.

TAM Value = 26.3M × ₹4,600 = ₹1,20,980 Cr (₹1.21 trillion, or USD $14.5B)

SAM = TAM x Target Market Segment (percentage of the total market)

Assumption - SAM = 15% OF TAM

• SAM=₹1,20,980Cr×15%=₹18,147Cr
• USD Equivalent: $2.2 billion

SOM = SAM x Market Penetration/Share

• FY24 Revenue (Actual): ₹92.2 Cr
• Calculation:
  SOM=₹18,147Cr×0.51% = ₹92.2Cr
• USD Equivalent: $11 million

Designing Acquisition Channel

(keep in mind the stage of your company before choosing your channels for acquisition.)

​

Organic Channel

(Understand the existing organic channel strategy for your product and highlight the success and failure thereon.
Provide your suggestions and devise new strategies.)

Step 1 → Conduct keyword research on Google, Amazon, Youtube, Quora etc.

Google -

Step 2 → Collate all your insights from all your searches.

Organic Strategy Wins

• Strong brand positioning (problem-solving activewear for Indian women).
• Good Instagram presence visually appealing, branded tone.
• Positive UGC + a few influencer reviews with high trust.

Organic Strategy Gaps

• Low search engine visibility: Poor SEO across Google, YouTube, Amazon.
• Amazon discoverability is weak missed D2C advantage.
• Lack of keyword-rich content (blogs, YouTube titles, etc.)
• No active community engagement on platforms like Quora or Reddit.
• Inconsistent UGC seeding: not enough volume or structure to go viral.

Content Loop

(Keep it simple and get the basics right)

​

Step 1 → Nail down your content creator, content distributor and your channel of distribution

Step 2 → Decide which type of loop you want to build out.

We’ll use a User-Generated Content (UGC) Loop.

A UGC loop is when customers create content, which gets reshared by the brand, leading to social proof + brand awareness, which attracts new customers, who in turn create more content.

Step 3 → Create a simple flow diagram to represent the content loop.

Customer Receives Bliss club Leggings

↓

Wears Them for Workout / Daily Use

↓

Aha! Moment:

“Wow! These actually fit me no roll-down, soft, stylish!”

↓

Feels Confident & Excited to Share

↓

Creates Content (Reel / Story / Photo)

↓

Tags @Blissclub + Uses Hashtag (#MoveWithBliss)

↓

Blissclub Reposts / Features on IG & Website

↓

New Users Discover Product with Social Proof

↓

They Buy & Repeat the Cycle 🔁

(Understand what is already being done, what is working out well and what needs to be stopped)

Step 1 → Define the CAC: LTV ratio. If your product has a healthy CAC:LTV ratio, proceed with paid ads.

Step 2 → Choose an ICP

• Urban Indian women (ages 18+)
• Fitness-inclined: Yoga, gym, home workouts
• Location: Metro cities (Bangalore, Mumbai, Delhi, Hyderabad)
• Profession: Working professionals, creators, students
• Pain Points: Struggle to find leggings that fit Indian body types, roll down, uncomfortable during movement

Step 3 → Select advertising channels

Step 4 → Write a Marketing Pitch

Leggings made for women by women.
Say goodbye to roll-downs, awkward fits, and see-through fabric.
Bliss club leggings move with you buttery-soft, squat-proof, and body-loving.
Once you try them, you'll never go back

Step 5 → Customize your message for different customer segments to ensure relevance

Step 6 → Design at least two ad creatives (e.g., images, sketches, videos, text ads) that reflect your marketing pitch.

(Understand, where does organic intent for your product begins?)

​

Step 1 → Identify complementary products used by your ICP

Step 2 → Use the selection framework and compare the potential integrations it in a tabular form.

Step 3 → Collaborate with necessary stakeholders

Fittr is best pick because

Step 4 → Map the customer journey

Fittr App User logs in and starts a 14-day challenge

↓

User completes 7-day streak → gets notified of reward

↓

In-app reward: “You’ve unlocked ₹400 off on Blissclub activewear”

↓

CTA button → Lands on Blissclub x Fittr co-branded collection

↓

User buys → Gets Fittr Pro discount as follow-up reward

↓

Post-purchase: Encouraged to tag #MoveWithBliss + #FittrFam

↓

UGC is featured → more awareness → loop continues 🔁

Step 3 → Design the wireframe with the new integration

Step 3 → Run pilot tests before launching

Step 3 → Measure post-integration metrics

​

(For B2B companies, if referral does not make sense you'll take a crack at a partner program for your product)

​

Step 1 → Flesh out the referral/partner program

Step 2 → Draw raw frames on a piece of paper to get the gist.

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| BlissCircle: Get ₹250 for every friend you refer! |

-----------------------------------------------------

| Your unique code: SWATI250 |

| 🔗 Copy Link 📩 Invite via Email 📲 WhatsApp |

-----------------------------------------------------

| 🎁 Your friend gets ₹300 off on their first order |

| ✅ You get ₹250 after their purchase |

-----------------------------------------------------

| 🧾 Track Your Referrals (Table View) |

| Name | Status | Earned |

| -------- | ------------| ------------------------|

| Priya S | Purchased | ₹250 |

| Aditi M | Pending | ₹0 |

-----------------------------------------------------

​

(Don't spend a lot of time on design. This is for you to communicate how the referral hook will look)​

​

​we hope this helped you break the cold start problem!

Reminder: This is not the only format to follow, feel free to edit it as you wish!