Go to Market project | Tata Play

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Go to Market project | Tata Play

Let's begin

Pre-GTM

Step 1: Define the problem & the context

It is 10th of September. As the Growth Manager at Tata Play. Your OKRs are to grow Tata Play Binge Mobile App to Rs. 20CR monthly revenue this year via the trade channel. The current trend is that we will gain Rs. 1 CR through our existing efforts this month, but we have to add Rs. 18L more this month to reach the target of Rs. 20CR at the end of the year.

Step 2: Define the goal

Extra Rs. 18L in 20 days through the trade channel.

Step 3: List down all the input levers to that goal.

For 18L in revenue, they need 18L/400(average subscription cost) new subs =

→ 4500 new subscribers

which is =

→ 45% Modern Trade

→ 30% Service Upsell

→ 20% General Trade

→ 5% Home to Home Selling

Since this is a lean GTM, we will be focusing on the top 2 input levers

Step 4: The users

→ Existing customers who use the Tata Play Mobile App and watch OTT content separately (From service partners we will find out the number of users that are also logged into the app and use it for booking service requests and modifying their packages.)

→ Customers who are visiting MT outlets to purchase TV for OTT viewing over linear TV content

Step 5: User Segmentation

People subscribe to OTT Aggregator Apps when there are :

→ Bundling of their preferred OTT platforms

→ Discounts on the cumulative prices

Pitch segmentation based on user insights:

→ Favorite shows/movies released on OTT

→ Most used OTT applications

	Type 1 - MT
Usage Characteristics	Avid OTT viewer who enjoys SVOD content, 20-40 years of age
Natural Frequency of Renewal	Once a month
Monetary/AOV/Revenue Generated	Rs. 600
Pain Points	Cannot keep track of subscriptions
Valued Features	Netflix, Amazon Prime, Jio Cinema
Core Value Proposition	All OTT applications under one Subscription Umbrella

	Type 2 - Service Channel
Usage Characteristics	Views Linear TV on Tata Play, but tech-savvy and uses a few OTT apps
Natural Frequency of Renewal	Once a month
Monetary/AOV/Revenue Generated	Rs. 300
Pain Points	Expensive to renew subscriptions for all apps every month
Valued Features	Local OTT, 1-2 large OTT Apps
Core Value Proposition	Bundle pricing and ease of adding apps a-la-carte to service

Step 6: Channel and distribution documents

Distribution lever docs

	Product Marketing Team for STB
Goal	Show KVP and address pain-points for MT outlet visitors
ICPs	Avid OTT viewer who enjoy SVOD content, 20-40 years of age
Key messaging	All OTT applications under one Subscription Umbrella
Mock ups	Design prototypes for how this messaging will show in panels
Ramp-up milestones	Design prototype for the display visuals on panels
Timelines	By 20th September
Channels	MT Demo STBs only

	Product Marketing Team for Tata Play App
Goal	Show KVP and address pain-points for Tata Play app users
ICPs	Watches linear TV and is tech savvy and open to OTT viewing
Key messaging	Bundle pricing and ease of adding apps a-la-carte to plan
Mock ups	Design prototype for how this message appears as banners in-app and through app notifications
Timelines	By 20th September
Channels	Existing users who have used the mobile app in the past month

Hygiene checklist

Operations
- Guides for MT and Service Staff
Field Sales & Training
- Training for MT and Service Staff
Legal
- Content Fair-Use T&C

Step 7: Project planning

Name of the Milestone	Owner	Descriptor
Launch	You	Product Launch and Compression
In-Product Trial Run	Product Team	Get the visual trial ready for the messaging
Legal Approvals	Legal Team	Get Approvals for all designs
Design Visuals	Marketing Manager	Finalise Visual Design for In-Product Messaging
GTM Plan	You	Finalise GTM plan with your Manager

Step 8: Cross-functional alignment

When → You saw that there is a gap in your monthly goal - T-10

Whom → Manager & cc: Self team & Field Sales Regional Heads to let them know of the problem

When → Input Levers and ICPs - T-9

Whom → Manager & cc. Self Team

When → Segmentation & Distribution Documents- T-8

Whom →Product Team Leads & cc: self-team peers & Manager

When → Strategy Detailing and Launch Day - T-5

Whom → Field Sales Regional Heads & cc: self team & Manager

When → Launch Day Reminder - 11/09/2024

Whom → MT Sales team & cc: self team & Manager

During-GTM

Step 1: Set Milestones

T+2 Days - 80% Deployment and Compression
T+5 Days - 50% of Goal achieved
T+10 Days - GTM Review and Learnings

Step 2: Analyse & Communicate

Keep region-wise performance tracker and communicate with RHs at T+5, T+10
Track regions where performance is falling short and make adjustments to plans in those areas
Keep the Product Team in the loop for GTM Achievement and possible adjustments

Post-GTM

Step 1: User calls

Speak to 5 users to validate the hypothesis your GTM was built on.

For example →

For subscriptions from existing Tata Play STB users, how effective was the Rs. 300 Bundling Proposition?

Step 2: Look at data

Collate all data and analyse to validate your hypothesis

For example →

If you assumed, a 0.8% conversion from existing Tata Play App users, how many actually got a subscription? Was this hypothesis true or false?

Step 3: Debrief

The above GTM was done where we identified opportunities to increase TP Binge subscriptions through Modern Trade and Service Channel.

We targeted 2 types of customers -

Fresh ones who are stepping in Modern Trade oulets to purchase panels and watch VOD content. They were targeted through in-display messaging on TV panels regarding the ease-of-use of a single umbrella subscription service for multiple premium OTT apps.
Existing Tata Play users who are using our STBs and are also using Tata Play Mobile App to customise their STB service. Such customers are familiar with mobile devices and are assumed to be people who watch SVOD content if it's bundled at a cheaper price.

For 10 days, this messaging was done through our MT demo boxes and TP Mobile App and we have seen an increase in customer onboarding through these channels. The Retail Sales team were trained and ready to pitch the product to potential customers on Launch Day and top performers for this drive have been recognised by top leadership.

Share this with the main stakeholders and hold a 15 min debrief with the end stakeholders.