In this case study we were given a problem to build an OTT platform which can penetrate the tier2 and tier 3 cities users, and for this I did the whole User Research, Identified there pain points and prioritize them. you can check the presentation.

1. Objective:
Build for Bharat :
To build a streaming platform for India and to penetrate in the
Tier-2 , Tier-3 market where there isn't much competition and to build a high
paid retention model.

2. MIRRA
“CONNECTING INDIA'S HEARTBEATS: YOUR OTT, YOUR COMMUNITY”
(SYMBOLIZING ELEGANCE AND CULTURAL RICHNESS)

3. WHY EVEN WE DOING THIS:
 The OTT market is growing very fast with each year passing
 It is forecasted that this market will become a ₹12,000-crore industry by
2023
 Forbes India Stated that at present Majority of users are from tier2/3 but still
it’s lacking.

4. Present Market Players

5. Survey Conducted:
We conducted a survey in Tier2/3 and even in tier 1, to figure out problems.
 Age:
 Current Plans:
 About OTT:

6. User Stories:
 Raju: A shopkeeper who is sitting in his shop in a wants entertainment
during leisure time
 Kamla: a senior citizen after retirement they are free and want
entertainment.
 Priya: A housewife, after completing all her works, wants to sit with her
family and wants to enjoy OTT platforms
 Golu: A kid wants to watch cartoons
 Arvind: A content creator wants to make documentaries/Series/Movies.

7. Comparison Between Tier1 and Tier2/3
People
Tier 1
 These people spend a lot of money
 Most people does-not care of the
content
 Can watch anything
Tier 2/ Tier 3
 These people thinks a lot before
spending money
 These people Do care about the
content
 They do care about language used in
content

8. Important points from Survey: Tier 2/ Tier 3
 They are aware of OTT
 They are willing to pay Rs 100/- (min) to Rs 300/- (Max) (per month)
 They don’t like western culture, More Inclined to Indian Culture
 Love to watch Regional Content (of their native place)
 Love to watch OTT content with whole family on a TV not Mobile due to small
screen. (especially women endorsed it)
 Don’t like vulgarism even the language should be sover, it should be family
friendly
 If these people giving you Rs 100/- for something, they want things worth Rs
1000/- in return

9. FINAL SURVEY CONCLUSION:
 Peak time 6:30 PM to 10 PM
5.1
4.5
3.5
3.1 3.2
2.8
1.8 2
3
0
1
2
3
4
5
6
Tier 2 Tier 3 Tier 1
Final Survey
Content Price Others

10. PAINS IDENTIFIED
USER
 Family Content
 Content
 Dark Screen
 More Screens
 More Series and Movies
 Not-Personalised
 Pricing
CREATOR
 Need Money
 Need Fame
 Need Resources
 Want Exposure

11. PRIOTIZE
After talking to many people the major Pain Point we identified are: Pricing
and Content
BUT after seeing the survey we decided to Priotize the Content,
 Content:
Right Now All other good OTT platforms release a lot of content in form of
webseries and Movies but in reality, 90% of them are junk. Only 10% are Useful
And from this 10% only 5% - 7% content is the actual content, with which Tier 2
/Tier 3 people can relate themselves with.

12. OUR FEATURES
Viewer:
 Personalised content
 Affordable packages
 Content Recommendation Engine - ML/AI
 Interactive Features and Community Engagement
Creator:
 Creative Freedom
 Financial support
 Equipment support

13. Our Model
 Multiple language
MIRRA
MIRRA
KANNADA
MIRRA
TAMIL
MIRRA
BANGLA
MIRRA
TELUGU
MIRRA
PUNJABI
MIRRA
MALYALAM

14. FOR VIEWER
AQUISITION
• Ads on
Billboards
• Streetplay
• Ads in Social
Media
• Ads with
renowned stores
ACTIVATION
Content
Engagement
RETENTION
• When User pays
for subscription

15. METRICS FOR VIEWER
 ACTIVATION METRIX:
Average Session Length (ASL): help tailor our content, content release,
schedule, promotion which will result in user engagement.

16. FOR CONTENT CREATOR
AQUISITION
• Ads on Billboards
• Streetplay
•Ads in Social Media
•Ads with renowned stores

17. METRICS FOR CONTENT CREATOR
 ACTIVATION METRIX:
Total Watch Time + New Viewers added +Old Viewers (For 15 - 30 days)

18. NORTH STAR METRIX
 Subscriber per month
 Watch Time on a weekly/monthly basis

19. MOCKUPS (Left to Right) 1.1

20. MOCKUPS (Left to Right) 1.2

21. LANDING PAGE
 Link: https://cook-
disapprove.unicornplatform.page/mirra/?nocache=85785

22. THANKS