Market Sizing, User Persona
& Product Research
By: Fardil Khalidi
#W3PM_FARDIL_KHALIDI_INTERMEDIATE
Things that I want to discuss is outlined as in follow:
#1 Intro (about, lean canvas, OKR)
#2 Market Sizing
#3 User Persona
#4 Product Research
#W3PM_FARDIL_KHALIDI_INTERMEDIATE
#W3PM_FARDIL_KHALIDI_INTERMEDIATE
Intro
Market Sizing
User Persona
Product Research
About IDN Media
IDN Media is a media platform company founded on June 2014 that served publications for Millennials and Gen Z in Indonesia by aggregating the news on their app. The vision is to democratize information and give positive impact to society.
Inside IDN Media there are: IDN Times, Popbella, Popmama, GGWP, Fortune Indonesia, Yummy, and many more
Company Vision, Company Mission, & Product Vision
#W2PM_FARDIL_KHALIDI_INTERMEDIATE
Intro
Market Sizing
User Persona
Product Research
Company Vision
Bring democratize and positive impact through media platform through inclusivity publications for Indonesian
Product Vision
Bring inclusivity journalism targeted to all Indonesian including youngster, female, entrepreneurs, creative worker, etc
Present to encourage users/readers through democratized publications and community engagement
Company Mission
- Empower communities through inclusive publications
- Arise digital literacy of Indonesian people
- Become a channels for Indonesian uniqueness/value
Lean Canvas
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Intro
Market Sizing
User Persona
Product Research
Problem | Most conventional media deliver rigid journalism, Hoax and tendentious news, Lack of creativity & not engaging |
Solution | Media targeting Milennials & Gen Z, Media platform with democratized journalism, Media with inclusivity |
Key Metrics | Active users, Total downloader, Retention rate, Page sessions |
UVP | An inclusive media platform for milennials & Gen Z |
Unfair advantages | News aggregator, Product market fit suit to target user, Founder background (education & experiences) |
Channels | Online portal (websites), Mobile App, Video Platform (OTT), Socmed, Offline activation (IDN goes to campus, etc) |
Customer Segments | Millennials, Gen Z, Female, Communities, entrepreneur |
Cost Structure | Infrastructure, Acquisition cost, Operational, Branding, Campaign (ATL & BTL) |
Revenue Stream | Ads / advertorial, Strategic partnership, Event Sponsorship, Premium article, Featured article |
Objective and Key Results
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Intro
Market Sizing
User Persona
Product Research
Objectives: Reach 100 million monthly active users by the end of year 2
Key Results: - Increase the number of new activated user by 100.000 per month� - Publish daily articles/news by 200� - publish daily video journalism by 50
#W3PM_FARDIL_KHALIDI_INTERMEDIATE
Market Sizing
Intro
User Persona
Product Research
2. Market Sizing
MARKET SIZING (TAM, SAM, SOM)
#W2PM_FARDIL_KHALIDI_INTERMEDIATE
Intro
Market Sizing
User Persona
Product Research
Total Available Market�737M/Year:
Serviceable Available Market: 368M/year
Serviceable Obtainable 15.4M/year
Total Available Market
Serviceable Available
Serviceable Obtainable Market
- Total indonesia citizen 273mn�- Internet penetration 54%�- Spend premium news/content: IDR 5k�Total TAM: 737M / year
- productive age 15-50 yo: 90% (source BPS)�- Total read article daily 30% (source Kominfo)�Total SAM: 368M / year
- guesstimation 5% from SAM�Total SOM: 15.4M/year
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3. User Persona
User Persona
Intro
Market Sizing
Product Research
User Persona
#W2PM_FARDIL_KHALIDI_INTERMEDIATE
Age: 30
Job Title: Head of Business, Bahasa.ai
Location: Jakarta
Status: Married
Faiz Rabbani
“Nongkrong, otak gaboleh kosong” , “anti gagal paham”��"Faiz has a bachelor's degree in business and has worked for 7 years. He is currently employed in a stable business. He's already married and has one children. He works from home every day. He sometimes indulges in his hobbies, such as watching movies, playing games, and shopping. "
Needs & Goals
Activities
Brand affiliation
Motivations
Pain Points
Products suit him
Faiz requires trusted information portal to refer, align with his preferences�
He has goals to
- avoid hoax & verify information�- strengthen his business �- stay up-to-date
As a diligent employee, Faiz always complete a job well.
He loves his family and enjoys spending quality time with them.
He is also involved in several business communities.
So many untrusted sources of news
So many conflicts because of misinterpretations
He gets excited when he can share the right information to surroundings
He takes pleasure in promoting in involving in business communities
What makes him influenced
Media portal that suit to his preferences, reliable, and trustworthed
Characters
User Persona
Intro
Market Sizing
Product Research
#W3PM_FARDIL_KHALIDI_INTERMEDIATE
4. Product Research
Product Research
Intro
Market Sizing
User Persona
Customer journey
#W2PM_FARDIL_KHALIDI_INTERMEDIATE
Discover
Consider
Register
Read News
Retain
Sharing
Impression
Happy
Neutral
Unhappy
Customer Goal
Touchpoint
Pain Points
Improvement Opportunity
Looking reputable media platform
Need the trusted media
Socmed, SEO, Newsletter, campaign
Single/seamless registration
Want preference news
Recommended read
A lot of need to be improved
Socmed, SEO, Newsletter, campaign
Untrusted media
Asked register first to see more feature
No preferences
Reliable media
Register using single-step process
Set preferences
Push notification
The sharing button not standout
IDN APP
Product Research
Intro
Market Sizing
User Persona
The golden path
#W2PM_FARDIL_KHALIDI_INTERMEDIATE
Product Research
Intro
Market Sizing
User Persona
User download
Onboard, see news
Read news
Gain insights
Sharing the reputable one
Overwhelmed registration process
Not finding article/news preference
Research plan
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Background of the research:��We have owned multiple products/news channels (IDN Times, Popbella, Popmama, Fortune Indonesia, GGWP, etc), I want to know what is the best strategy to grow our user?
Product Research
Intro
Market Sizing
User Persona
Objectives | Achieve the total 100 million active user�Achieve revenue by $100 million |
Timeline | Kickoff: 6 June (takes 2 weeks/14 days)�Presented: 17 June |
Deliverables | - Deck containing the visualized data collection - Recommendations to put as the next strategy |
Signals
Research plan
#W2PM_FARDIL_KHALIDI_INTERMEDIATE
methodologies
Product Research
Intro
Market Sizing
User Persona
Quantitative
��Qualitative
Data analysis
Survey
In-depth Interview
Focus Group Discussion
Research Questions
According to last findings, our downloader already achieved 8mn. Why in the last 3 months our page session is decreased up to -20%?
Research plan
#W2PM_FARDIL_KHALIDI_INTERMEDIATE
Product Research
Intro
Market Sizing
User Persona
Respondent Criteria
| Respondent criteria | Focus Area |
Survey | Downloader user, active since last 3 months | Validating (news quality, news velocity, news trustworthy, engagement, fit to preferences) |
Data analysis | Google analytics, generate data from last 3 months, analyse the funnes | Validating:
|
IDI | Male/female 21 - 45 yo Active user since last 3 months | Formulating theory/hypothesis:
|
FGD | Male/female 21 - 45 yo�Active user since last 3 months, working group & students |
Research plan
#W2PM_FARDIL_KHALIDI_INTERMEDIATE
Sample Size
Product Research
Intro
Market Sizing
User Persona
THANK YOU
Fardil Khalidi
(Product Manager & Startup Enthusiast)
#W2PM_FARDIL_KHALIDI_INTERMEDIATE