Brand-Led Growth Project | Playshifu

Section 1: Understanding Product, Problem Statement & Job To Be Done (JTBD)

PlayShifu - The Product

In this tech era, each parent will agree that it is super tough to keep the kids away from screens.

Today is the time when parents have limited time & energy to spend on their child after long days at work & otherwise.

At the same time, Gen Alpha has been characterized by a high level of perception, unprecedented comfort with technology & global connectivity. (as per various research papers on Gen Alpha generation, for example this one by Arizona School Counselors Association)

Today’s parents have two burning needs:

They want their child to be meaningfully engaged without requiring much supervention.
They want their kid to be smart

Problem statement:

How to meaningfully engage today’s tech savvy generation & make their screen time a growth enabler?

Value proposition:

PlayShifu’s solutions are spot on at the juncture of parents’ needs for meaningfully engaging their child & child’s need of endless exploration and entertainment.

JTBD

As the Playshifu is into new category, we will solve for Brand awareness, Relevance & need along with Trust.

Section 2: Understanding Customers & Prioritizing ICPs, Defining CVP

Ideal Customer Profiles (ICPs)

	Naina	Sid
Age	41	35
Gender	F	M
Location	Delhi	Bangalore
Profession	Software Developer	Consultant
Income levels (Household)	30-32 lpa	40-45 lpa
Kids (with age)	2 (10yr & 7 yr)	1 (6yrs)
Goals	engage with gadget and learn	New age toys
Type of Residency	Gated community based apartment	Community based apartment
Shopping preferences	Online/Store purchase	Online
Where do they spend time?	OTT, Social media, Shopping	Social media, OTT, Kindle
Social media they use	Insta, FB, snapchat	Insta, Youtube, Linkedin
Kids shopping App	Firstcry, Max, Mee-Mee	Lilliput, Giny&Jony, Mothercare
Quarterly Avg spend over kid’s toys	INR 3000	INR 4500

ICP Prioritization Matrix:

	ICP 1	ICP 2
Kids Connect	Want their child to be high achiever	Equipped his kid with best learning Gadgets available
Adoption curve	High	High
Willingness to pay	High	High
SAM/SOM	High	High
Distribution potential	High	High
Why are they chosen	Community based apartment -> High WOM, Social status -> High, Store purchase -> Interested, Kids Shop	Community based apartment -> High WOM, Toys buying frequency -> High, Kids Shopping App -> Premium brands

Core Value Proposition

For parents of tech savvy generation, who want to keep their kids meaningfully engaged, Playshifu’s products are AR based toys that turn screen time into learning time.

Section 3: Finding your Brand Wedge

In this section, we will try to analyze and answer few questions like,

What are the top problems from which the category is suffering from and then bring out some category insights??
Top problems the user faces?
What are the user's non-negotiables and negotiables?
To analyze what are their aspirations?

From the brand perspective, we will also try to find out how brand look, speak and behave?

Brand Wedge

Category insights:

Today’s parents have two burning needs:

They want their child to be meaningfully engaged without requiring much supervention.
They want their kid to be smart

User problems:

Parents struggle to keep kids away from screens
They hate kids’ mindless screen time

User non-negotiables:

Well being of their kids - no harm products

User negotiables:

Price - ICPs are ready to pay more if conceived of value for money’

Aspirations:

Make their kid smart

Defining Brand Wedge

If learning based toys always pull me into buying stuff and but my kid prefer to watch online content, then PlayShifu will always solve for making screen time meaningful

How does Brand Look

I am playful but I am not childish

WhatsApp Image 2024-08-18 at 14.43.47.jpeg

How does Brand Speak

I am warm/caring but not instructive

WhatsApp Image 2024-08-18 at 14.43.47 (1).jpeg

How does Brand Behave

I am tech first but not anti-conventional

A recent branding message on Independence Day

You are not being ignorant of negligent by allowing your kid to play independently, you are fostering Creativity and experimental learning skills. So, Lets give our kids freedom to explore, create and grow on their own terms.

Video Attached

Thank You!