Acquisition project | The Morning Context
The Morning Context is a premium subscription-based digital publication that delivers deep, insightful journalism on business, technology, and policy in India. Our product goes beyond the noise of daily news, offering in-depth stories, analysis, and investigative reports that provide a nuanced understanding of the forces shaping the country.
Our target audience includes business professionals, industry leaders, entrepreneurs, and anyone who values high-quality journalism that helps them stay informed and ahead of the curve.
We solve the problem of information overload and superficial reporting by providing well-researched and thoughtful content that gives readers the context they need to make informed decisions in a complex world.
Understanding the Product
What is the fundamental need or want that the product is solving for?
- The Morning Context's core benefit is delivering reliable, well-researched journalism that cuts through the noise. The fundamental need is to provide depth and context in reporting on business, technology, and policy in India, helping readers make informed decisions.
What are the basic features and functionalities that the product provides?
The Morning Context offers: - In-depth articles, analysis, and investigative reports.
- Subscription-based access to premium content.
- A newsletter that delivers articles directly to users' inboxes.
- An ad-free reading experience.
- Android and iOS app for better reading experience
- Reader account management
- Search and content navigation
What other ways are users using to solve the same problem? If it is a new category, how else were people solving the problem?
Users rely on: - Free news websites for information, though these may lack depth.
- Paid subscriptions to other premium journalism platforms like The Ken or BloombergQuint.
- Industry-specific publications for more detailed coverage.
User feedback:
Understanding the Users
Macro and Micro Objectives: https://www.notion.so/User-research-12afb1c02e3d8074a567faa7bba1288c?pvs=4
User calling and insights: https://www.notion.so/12afb1c02e3d80dfbb70cbce9fc885d3?v=12afb1c02e3d810e81d2000cfe9c17c7&pvs=4
Creating an Ideal Customer Profile(ICP):
Attribute | User 1 | User 2 | User 3 |
|---|---|---|---|
Name | Rajesh Kumar | Darshana Despander | Sameer Mehta |
Age | 26 | 35 | 38 |
Demographics | Male, Mumbai, Married, Master's degree, | Female, Bangalore, Single, Master's degree, | Male, Delhi, Married, Bachelor's degree, |
Occupation | Senior Manager at a Finance Company | Product Manager at a Tech Firm | Founder & CEO of a HealthTech Startup |
Need | Reliable, in-depth analysis of business trends | Detailed insights into tech and policy developments | Strategic information on industry trends and market opportunities |
Pain Point | Frustrated with the superficial content on free news websites | Finds mainstream news sources lacking in investigative analysis | Overwhelmed by information overload; hard to find valuable insights amidst noise |
Solution | High-quality, well-researched articles with deeper context | In-depth articles focused on tech and policy for deeper understanding | Curated, high-value content that helps identify growth opportunities |
Behaviour | Reads daily during commute; subscribes to other premium publications | Heavy reader on weekends; active participant in industry forums | Consumes content during morning routine; shares articles with team for insights |
Perceived Value of Brand | High – Values thoughtful journalism that aids decision-making | High – Sees TMC as an essential tool for staying informed | High – Views TMC as a source of strategic knowledge for business growth |
Marketing Pitch | "Elevate your understanding of India's business landscape with stories that matter." | "Stay informed with comprehensive reporting on the latest in tech, business, and policy." | "Drive your business forward with insights that keep you ahead of industry trends." |
Goals | Stay updated with business and finance news | Stay informed about tech trends and policy changes | Identify new business opportunities and keep up with industry developments |
Frequency of Use Case | Daily | Bi-weekly | Daily |
Average Spend on the Product | ₹12,000 annually | ₹15,000 annually | ₹20,000 annually |
Value Accessibility to Product | High – Prefers seamless access via mobile app and website | High – Accesses content across multiple devices (desktop, mobile) | High – Requires quick, easy access to relevant content for decision-making |
Value Experience of the Product | High – Expects a clutter-free, user-friendly reading experience | High – Expects a personalized, ad-free reading experience | High – Seeks a premium, informative experience with curated insights |
Notes | Prefers reading niche content on business and finance | Prefers well-researched content and uses it to form opinions during professional discussions | Often shares valuable articles with peers and uses content for strategic planning |
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