DEVELOPING MARKETING STRATEGIES FOR EARLY-STAGE SOCIAL MEDIA START UP IN UNITED STATES: A CASE STUDY OF MY CAROUSEL APP

• Main Author: Pradana Surya Tanari, Elan
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/74680
• Institution: Institut Teknologi Bandung

Increasingly, social media is replacing traditional media in satisfying the entertainment demand of young people. My Carousel as an early-stage social media start-up to get a fraction in the industry. Their unique value proposition is providing a platform that is free of advertisement. However, as an early-stage startup, they have not established the strategy for to attract users and high-quality creator and building a sustainable profit without ads. The goal of this study is to help Carousel achieve its vision of creating a platform that supports economic activity without ads, and attracts both users and high-quality creators to scale its business model. Basic strategic management model is applied to the research with a combination of primary and secondary data sources to support strategy formulation. Internal and external business environment gathered and analyzed. Findings from the analysis then applied to the proposed strategies. The strategies includes store opening procedure, adaptive algorithm, creator buffet, and joint business planning that assited with the implementation plan. From the result, this research contributes for start-ups in the social media industry who want to learn from My Carousel case and apply the solution presented in this study.