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The Product

The Context (or the summary of the prequels):

Now that the context is set, let's start with our protagonist (or villain suspenseful music in the background) first - The Product:

Okay Shubham, the product sounds great & all, but how can I "see" the value of it with my own eyes (where's the actual product flow?):

The ICPs: Ideal Customer Profiles for Shiprocket Amplify

Before jumping into the ICPs, let’s acknowledge the big question of “Why influencers should work with Amplify?”:

• A typical marketing agencies charges from 10-30% per campaign due to multiple inefficient cost-centers like manual processes & interns.
  • Agencies are consistently dependent on the interns with INR 10-15k per intern for 4-5 interns at a time
• It’s useful to have an agency to manage creators but it also leads to a lot of manual work since agencies lack tech adoption & better solutions in the market
  • This leads to manual matching of influencers with brands leading to time-investment but no revenue
  • This leads to loss of revenue with less campaigns due to communication mishaps
  • Payment delays from cash-strapped agencies (a most common aspect of service-based companies)

<aside> 💡 **For nano to micro influencers with followers <100k but high engagement rates, it’s low ROI for them considering the above issues which makes it harder for them to spend time on honing their personal brand & content strategy to grow more.

With the increase in the number of influencers, it’s becoming unsustainable to carry out the non-scalable operational model of marketing agencies.

The above 2 insights leads to a gap in the market which requires solution like SR Amplify which provides value to Micro Influencers.**

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Enough about the current situation of the product & supply side of Amplify, let's jump right-in into the most critical aspect for any new product: Ideal Customer Profiles (ICPs). ICPs are like the heroine of a bollywood movie where our protagonist's one misstep or lie can stop the beginning of a blissful life-long relationship with them. The protagonist needs to first identify the ICPs which are most compatible to its values(-props).

ICP Selection

The Market

Amplify Business Model

TAM

SAM

SOM

Acquisition Channels

We can fairly assume that Amplify product is in PMF stage with invite-only access to curated D2C brands (existing SR customers).