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Elevator Pitch

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

Moj is a short-form video app that empowers millions of creators to showcase their talent and stories in under a minute. From Hindi to Tamil, Bengali, and more, Moj ensures you can enjoy and consume content in your mother tongue. With a vibrant community and a wide array of tools, effects, and music tracks, Moj offers an immersive platform for users to express themselves, connect with others, and discover new trends—all while celebrating the diversity and energy of India.

Understand your Product

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

Brief Introduction

1. Description: Moj- Indian Short Form Video Application
2. Launch: 2020
3. Users: 160 Mn+ MAU
4. Company Stage: Mature Scaling

What Problem does your product solve?

Social Media Alienated Bharat:
Popular Social media networks like Facebook, Twitter, Instagram, Snapchat etc. were all foreign entities that predominantly hosted content in English. Their user base consisted of young urban audiences that mainly conversed in English on a regular basis. This language and nature of content alienated a large part of India (~70%) that resides in Tier 2 and Tier 3 cities and prefers to talk in their native language.
Moj solved this problem by launching in 15+ regional languages across Hindi, Tamil, Telugu, Bengali etc., allowing users to consume and create relatable content in their mother tongues. Moj captures the nuances and diversity of India while offering entertainment on the go.

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Product Features

Users can watch, create and earn on Moj! The Feed is divided into 2 - Following and For You.

Following Feed only hosts videos from the creators you have followed.
For you feed is dynamic and is suggested by the algorithm depending on genre of videos watched, watch time, engagement etc.

Core Features:

1.  WATCH: Explore audio-video across different genres, categories, and languages of your choice. (first position on the bottom) . While watching users can like, share, comment and save the video. Users can also directly go to the creators page to follow them and check out the music used from the music library. There is also a gifting option under the Following Feed (where users can send moj coins to creators they follow and like)

2. CREATE: Be it dance, Fashion, or education- one can create all sorts of videos and edit them on Moj. (Create button in the central position). Users are encouraged to use lenses from the tray, or use trending music from the library and create videos.
   
3. LIVE: Express and engage in real time with Moj's Live feature! Create a special and stronger bond with your viewers and much more. (Live Button in the fourth position)
   
4.  EARN: Earn with virtual gifting, referral program, and daily challenges   
   
5. Home : Your profile and all the content you've created is hosted under this. (5th button)

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Core Product Flows​

1. Setting Up Your Account (via Facebook, Google, Apple or Phone Number)

2. Accept Moj's Terms and Conditions
3. Choose your preferred language
4. Redirection to Account Page
5. Users can watch, create, browse or join live sessions.
   

Understanding Core Value Proposition

For the ‘Bharat-waasis’ (sub-urban/rural non-English speaking Indians) who want vernacular entertainment on social media, Moj is a short-form video application that lets people create and consume entertaining content in their mother tongues.

Understanding the Users

1. User Problem: As social media was populated by a certain audience, most content and creators spoke about issues and topics in a manner that only resonated with some urban Indians, leaving a large chunk of Indians who spoke in their mother tongue and preferred watching vernacular content out of place. The suburban/rural mobile users did not have a one-stop platform where they could find relatable regional content.
   
2. User Non-Negotiables: The user wants to be entertained in a language that they speak and understand with relatable content. 
   
3. User negotiables: The user does not care a lot about the sophistication of the design/app interface etc. as long as it is easy to comprehend. 
   
4. User Aspirations: Like most social media apps, users want a certain amount of fame by creating content on Moj, and want to be up-to-date with social media trends. 

Understanding your ICP

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B2C Table

​ ICP prioritization table)

Basis the above table, we will prioritize ICP 1 and ICP 2.

Understand Market

(begin by doing a basic competitor analysis)

(then 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)
SAM = TAM x Target Market Segment (percentage of the total market)
SOM = SAM x Market Penetration/Share

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Based on External Research

Total User base- India was home to 462.0 million social media users in January 2024, equating to 32.2 percent of the total population.

Average Ad Revenue Per User: Using Weighted Average based on the following data- avg ad revenue is ~Rs. 1.71/user
1. Avg CPS campaign ~ Rs. 2-3/per user (20%)

2. Avg CPM Campaign~ Rs. 100/1000 users (50%)
3. Avg CPV Campaign ~ Rs.0.3/user (20%)
4. Avg Performance campaigns (CPI/CPA) ~ Rs.10/User (10%)

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No. Of Ad Campaigns Per Month ~ 25 (Internal Data)

Thus ,

TAM = 19.75 Bn(462 million x 1.71 x 25)

Calculating SAM.
90% of Indians prefer watching content in Indic languages

The following data is from an external source

• Rural Users: 53% of Internet consumption
• Urban Users: 47% of Internet consumption

Assumptions:

1. Rural Users: 90% prefer Indic languages.
2. Urban Users: 60% prefer Indic languages.

Number of Rural and Urban Social Media Users:

1. • Rural Users: 462 million×53%=244.86 million
   • Urban Users: 462 million×47%=217.14 million
2. Users preference to watch content in Indic languages​
3. • Rural : 244.86 million×90%=220.37 million
   • Urban 217.14 million×60%=130.28 million

Thus, SAM = (220.37 + 130.28) X 1.71 X 25
= RS. 14.99 Bn

SOM: Moj currently has only ~30% of the total social media users in India (160Mn)
Assuming - we expect it to capture 80% of social media market in India

SOM= 80% SAM

11.99 Bn

Designing Acquisition Channel

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

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Basis the above, we will finalise Organic and Product Integration as our Acquisition Strategy in the Mature scaling phase of the company.

Detailing your Acquisition Channel

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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.)

Use Case Search Term: "Watch Bengali Video Online"
Brand Name Search Term: "Funny Videos on Moj App"

Competitor Search Term: " Create Videos on Josh"

Use Case Topic: "Watch Online Funny Video"


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Building User Search Intent

As there are millions of videos on the internet, optimizing for informational & investigative search would prove futile. Thus, we start from the bottom of the funnel and optimize searches for Navigational, Transactional and Comparison. We should focus on "Brand Content Bucket" where users want to complete a particular action on Moj.

Moj, also being India's no.1 short form video application that specializes in vernacular content, should optimise for Use Case Topic keywords such as Indian short videos/ viral indian reels to enable discovery and convert users at scale.

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Product Integration

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Selecting a product for integration

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At a mature scaling stage, Moj should look for partnerships that have a long term benefit. As per above matrix Moj can add value to the user experience of using the below products:

1. Cab services like Uber and Ola in Tier 2 cities of India.
2. Air Travel services like Air India Express, Indigo etc. that travel to Tier 2 and 3 cities.
3. Indian OTTs like JioCinema and SonyLiv (app integration in the product for trailers/show launches etc.)

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Integration with Air India Express - Airflix (routes to Tier 2 and 3 Indian cities)

Moj will integrate with Airflix (The insflight entertainment service on Air Asia, Air India and AIX flights) to provide in-flight entertainment while commuting in Tier 2 & 3 cities

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Why Moj and Airflix?

1. Moj is an Indian short form video app. People use the app mostly to consume quick content in their native language. During travel, users tend to scroll through SFV platforms a lot to pass their time.
2. Additionally, Moj can enrich the flyers experience by showing them food/travel/entertainment content of the city they are going to travel to and fro.

Here is the flow of working:

1. Discovery:
2. • While flyers board the plane, they see a QR code on the seat in front to scan the app for Airflix.
   • Airflix is also mentioned on the flight booklet with a co-branding copy - Apni flight ko moj-e-daar banaaiye , aur dekhiye Rai Bareilly ka jhumka aur thumka sirf Moj Par!)
   • This can also be included in the flight announcements.
3. Library
4. • Users scan the app and go to the airflix page. They see options from food, travel, shopping, entertainment etc.
   • User click on Entertainment and finds Moj Library on Top. (Viral Reels, Trending In Uttar Pradesh, Motivational Videos, Devotion in UP etc.) .
5. Watch
6. • Users can watch these videos on the app and be entertained throughout their journey.
   • Spotify users might have the option to log in using their Spotify credentials for a seamless experience.
7. Post-Watching
8. • After landing, the users get a feedback message from the flight operator on whatsapp. The Moj download link will be included in the message with the copy- Enjoyed your in-flight entertainment? Download the Moj App and watch, create and enjoy videos in your language.

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Air India Express' Benefit: As a cost-effective flight operator, offering entertainment on the go is difficult. This would be a source of entertainment for some users. These videos can be incorporated into their setup, helping users enjoy the journey and discover interesting content from the place they are going to visit!

Moj's Benefit: Moj can acquire multiple users by targeting their exact user base and markets while . giving them the novelty to scroll through short-form video in flight!

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