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Brief Overview:

A 2.5-year-old bootstrapped + angel-funded startup is preparing to scale its newly launched mobile app in the parenting and self-help space through a performance-led growth push.

About the Product:

The product is a self-help/OTT app for parenting coaching. It is a subscription-based platform offering on-demand courses from domain experts such as coaches and psychologists.

Target Audience:

The brand is targeting English-speaking parents across Tier 1 and Tier 2 cities in India, with an immediate focus on performance efficiency, experimentation, and measurable growth.

Media Spends Budget:

Initial media experimentation budget is ₹2L/month.

Brief Requirements:

• Drive immediate subscriber acquisition for a subscription-based mobile app and aquire about 10k paid subscribers
• Build and optimise performance marketing funnels for acquisition and conversion
• Design and run conversion-focused digital campaigns across platforms
• Support early-stage experimentation with acquisition models such as:
  • Paid low-cost trial offering (to improve intent quality and measurement)
  • Single-product-to-subscription funnel (entry purchase → app install → upgrade path)
• Work closely on launch-phase growth experiments and optimisation
• Timeline:
  • Activities begin: End of April
  • Performance campaigns go live: Mid-May‍

‍Agency Requirements:

• Proven experience in consumer tech, OTT, subscription, or knowledge-based platforms
• Strong expertise in performance marketing, funnel building, and conversion optimisation
• Experience designing and scaling subscription-led growth models
• Comfortable working with early-stage startups and experimental budgets
• Strong understanding of Tier 1 India digital consumer behaviour
• Not suitable: Core DTC / e-commerce focused agencies