Capsule 6 Strategy

Generating awareness and socializing out app involves a lot of education hype building, and developing trust within the anime fandom community. Check out our go-to-market strategy below for how we thought about reaching out goal to increase awareness, increase share-ability, and ultimately sales for our product.

Product Strategy

What is the opportunity, who is the audience, what is our positioning?

Who do we want to build for?

Defining our Audience

Our customers nerd out about their favorite mediums, whether in their room, with the world, or somewhere in the middle.   They are willing to spend on fandom merchandise and experiences that bring them closer to the fandom they love so much.   In regards to Capsule 6, ideally, they are willing to spend money to experience their favorite medium in a unique way as to celebrate their passions whenever and wherever they want.

Determining price point between value and premium offering

Positioning

As we developed out product offering, we had a few doubts about what the right range for pricing was. We’ve shared our products with friends, but they’re often biased and won’t give us the most accurate take on how much they’d be willing to pay, or how good they think the product is. We worked retroactively to determine what we felt gave us the best margin based on our cost of goods, and then questioned which range felt like the right sweet spot between a good profit and a range that people would be willing to pay. The intent of this workshop was to identify the most appropriate range for our product offering.

A new way to celebrate your fandom

Our Offering

Augmented Reality remains largely unexplored with a lot of potential for growth and hype from the anime community. We reached out to a few (40) folks on Discord to gauge interest and get a sense for pricing as well. This external validation from fellow anime lovers gave us confidence in our direction.

We designed 24 stickers that you can place anywhere to enjoy. When downloading our Capsule 6 app, customers will be prompted to:

Scan a Capsule 6 sticker with their camera to surface an AR experience
They will also be able to view a 3D model of the experience that pairs with that sticker.

Please see the Interactive Wiki for more details on the experience ecosystem.

Go-To-Market Strategy

How will we share our product with the passionate anime community?

Awareness + Credibility

Pre-Launch

Influencers are a straightforward way to access audiences at scale and also build credibility. The goal of this phase is to generate awareness and credibility

Action: Share product (4 SKUs) with influencers, pay for reviews/shout outs to borrow credibility from trusted voices in the anime space.

Consideration + Adoption

Launch

The goal is to drive user adoption via strategically placed and relevant content generation.

Influencers are the linchpin of this initial intro into the anime community. To build legitimacy and quick acceleration, influencers are the best vehicle to do so.
TikTok and Youtube are the most used platforms for content consumption for anime community members

Reward + Scale

Post Launch

Augmented Reality remains largely unexplored with a lot of potential for growth and hype from the anime community. We reached out to a few (40) folks on Discord to gauge interest and get a sense for pricing as well. This external validation from fellow anime lovers gave us confidence in our direction.

Description text goes here

We designed 24 stickers that you can place anywhere to enjoy. When downloading our Capsule 6 app, customers will be prompted to:

Scan a Capsule 6 sticker with their camera to surface an AR experience
They will also be able to view a 3D model of the experience that pairs with that sticker.

Please see the Interactive Wiki for more details on the experience ecosystem.

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