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The Secret Behind Netflix And Chill

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The Secret Behind Netflix And Chill,Netflix Secrets to Success,Startup Stories,Latest Startup News India,Netflix Secrets 2019,Netflix Success Story,Netflix Growth Strategy,History of Netflix,Best Netflix Tips and Tricks,Netflix Marketing Strategy,Netflix Success Factors,Netflix Success Secrets


Back in the late 90’s, Reed Hastings, the man who breathed life into Netflix, realised, the way to get over avoiding late fees for the videos he rented was not by fighting the system, but by creating his own video rental platform. While the idea for Netflix came in 1997, the official website was launched on the 14th of April, 1998. Armed with an idea, 30 employees, an initial investment of $ 10 million and 925 titles to its name, Hastings and his partner, Marc Randolph, gave birth to the official Netflix website.

The beginning

For the first month, Netflix worked with a simple formula: giving people the option to browse through and rent the videos they wanted. Back then, the DVD format was just beginning to be accepted in place of VHS tapes, making it extremely easy for the team to mail videos through the rental service. By 1999, the service became extremely popular and the Netflix team decided to charge people a monthly subscription fee for renting videos!

This was a new path for the Netflix team. Not only were there no late charges, there was also no restriction on the number of DVDs you could rent and there were no shipping fees. This gave people the option to spend more time on the website by browsing through the large catalogue with complete ease! As a result of the consumer specific approach, the primary rival of Netflix, Blockbuster, suffered majorly, giving Netflix the dominance in this field. What could get better?

Unfortunately for Netflix, while their idea was spot on, the format wasn’t quite growing according to the plan for the first few years. Only a small percentage of Netflix’s regular user base had access to DVDs and VHS tapes were still a more preferred form of watching movies. Slowly through the years, as DVDs became more accepted, the online platform recorded its first ever profit ($ 6.5 million in the year 2007.) Soon after, Reed realized, they had to change the way people looked at Netflix and with this in mind, the team came up with a product which would redefine online streaming forever.

Picture credits: dbpost.com

The birth of online streaming

By February 2007, Netflix announced the streaming feature, the first ever feature which would let people watch their favourite content on the internet. The introduction of the “Watch Now” button quite literally caused a sensation. With a little over 1,000 titles, the streaming part of Netflix only made up for about one percent of Netflix’s entire video collection.

Through the years, not only did Netflix start acquiring more titles to its name, it also started giving people a new way to watch TV shows. From the moment the “Watch Now” button was introduced, users started onboarding new titles on a daily basis. By 2009, the Twitter world gave us the phrase, “Netflix and Chill,” which, although seemingly to the point and clear, has more than its fair share of hidden innuendos. By 2014, the platform had subscribers from more than 40 countries across the world and with social media being of Netflix’s best used advertising platform, people were hooked to this new phenomenon.

Picture credits: express.co.uk

The introduction of original content

Despite Netflix being at the peak of its fame, Hastings was far from being satisfied. He didn’t want to be known for sponging off existing titles, but wanted to be known for the original movies present on Netflix’s website. Introducing the concept of binge watching, the first ever series produced by Netflix was called Lilyhammer. However, this Norwegian show first premiered on the Norwegian channel NRK1 in January 2012 and in North America, on Netflix, in February 2012. This show was cancelled after its third season.

Unlike other platforms, Netflix didn’t make you wait for an entire week for one episode. It had no advertisements during the episode and it let people watch for free for the first three months. Things just kept getting better and better for the brand!

In 2013, Netflix changed the way people viewed content by privatizing the user base. By enabling the option of having individual profiles, Netflix now gave people the option of curating videos according to their preferences. While original content was one way Netflix used to market itself on a large scale, Netflix also realised that bringing to life cancelled shows was a good way to its original content. Take for example, shows like Arrested Development and Brooklyn Nine Nine. Both were immensely popular shows and when they were cancelled, they sent everyone into a tizzy. Netflix played the role of the guardian angel here and with a single swoop, renewed everyone’s hope for a better tomorrow! With shows like Daredevil, Jessica Jones, House of Cards, Luke Cage and Narcos, Netflix is the producer of some of the most popular shows in the world!

Picture credits: shutterstock

Netflix and social media

While most brand liked keeping a neutral tonality on social media, Netflix decided to do the opposite. By finding a unique voice for themselves, Netflix realised the best way to make a mark on the social media world was by being unabashedly true to the tone of your brand. In fact, their strategy worked so well, the posts made by this platform is among the best performed posts on the internet.

#Daredevil season 2. All night, every night. See you in a few hours. pic.twitter.com/O1fdynSrLa

— Netflix US (@netflix) March 18, 2016

While numbers may affect your social media game, Netflix created its social media strategy by taking into account the quality of its content, not the quantity. By using relevant posts, witty comments and listening to what people are saying on the internet, Netflix used social media to its complete advantage.

A brilliant marketing strategy, an eye for detail and clear plan to create something really unique, Netflix is today available in over 190 countries and is producing more regional content than any other competitor. Despite taking more than one hit, Netflix more than proved its superiority in the streaming world!  

Entrepreneur Stories

Inside T-Hub: India’s Launchpad for Innovation and Entrepreneurship

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Aerial view of T Hub Hyderabad

Imagine a building that’s not just a structure but a buzzing ecosystem. A space where startups, corporations, universities, and investors come together to create the future. This isn’t science fiction; it’s T-Hub, India’s largest innovation hub, and it’s rewriting the rules of entrepreneurship.

T-Hub isn’t just about workspaces. It’s a launchpad for ambitious dreams. They’ve empowered over 2,000 startups, turning ideas into thriving businesses. Think funding woes? T-Hub’s got your back, connecting entrepreneurs with angel investors and government grants. Need a mentor to guide you through the rough patches? T-Hub boasts a network of 2,000 mentors ready to share their wisdom.

T-Hub’s vision extends beyond startups. Here’s a glimpse into what makes T-Hub special:

  • From Seed to Scale: Whether you’re a budding entrepreneur with a bright idea or a scaling startup ready to take on the world, T-Hub has programs to support you. From the “seed-accelerator stage” Lab32 program to the “early-stage technology startups” RubriX program, T-Hub provides the tools and guidance needed to thrive.
  • Corporate Muscle: Innovation isn’t just for startups. T-Hub bridges the gap between startups and established corporations like Facebook, Uber, and Boeing. This collaboration allows startups to tap into corporate expertise and resources, while corporations benefit from the agility and fresh perspectives that startups bring.
  • Funding Powerhouse: T-Hub is more than just an idea incubator; it is also a reality maker. Through initiatives like T-Angel and the Digital India Scaleup Program, T-Hub connects startups with high-net-worth individuals, angel investors, and government funding sources.
  • Global Ambitions: Thinking Beyond Borders? T-Hub has you covered. With partnerships across the globe, from the UK government to La Trobe University, T-Hub helps Indian startups access international markets and provides foreign startups with a foothold in India.

And it doesn’t stop there. T-Hub 2.0, their new colossal campus, is a testament to their ambition. This behemoth is not just the world’s largest technology incubator; it’s a microcosm of innovation itself. Universities find a home here, churning out future tech leaders. Foreign partnerships open doors to international markets for Indian startups. It’s a melting pot of ideas, cultures, and expertise, all focused on creating a brighter tomorrow.

T-Hub’s story is far from over. They’re aiming to empower a staggering 20,000 startups in the next five years. With their focus on internationalization and capacity building, they’re poised to become a global hub for innovation. So, if you’re an entrepreneur with a dream, T-Hub might just be the launchpad that takes you to the stars.

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5 Successful Indian Startups Founded By Women

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5 Successful Indian Startups Founded By Women,Startup Stories,5 Women Who Founded India’s Most Popular Startups,Five Successful Indian Startups Founded By Women,5 Indian startups with women founders,Top 5 Women Startup Founders In India,5 Most successful Women Entrepreneurs in India

The workplace has undergone massive changes in the last century.  At the turn of the Industrial Revolution, any workplace was dominated by men while the women were delegated to run the homes.  However, with the advent of the internet and new and exciting technologies, workplaces have undergone a tectonic shift.  Women are no longer comfortable staying at home and are instead opting to lead teams and organisations.  As every year passes, we get closer to true gender equality, women have proven time and again that they are equally capable to get the job done if not better in some instances.  Names like Wolfe Herd (Bumble founder,) Kylie Jenner     (Kylie Cosmetics founder,)  Masaba Gupta (Masaba clothing label founder) are just some of the names who are known for leading world famous brands with their unique style of leadership. 

As the world celebrates International Women’s Day, we bring to you five women founders who run world famous and successful startups.

1) Upasana Taku-MobiKwik

If you are an Indian and are used to doing online shopping, more often than not at the time of payment, you would be directed to a payment gateway.  One of these gateways would normally be MobiKwik.  The startup is a well known name in the digital payments and digital wallet space.  MobiKwik was founded by Upasana Taku in 2009, who prior to founding MobiKwik used to work with PayPal.  Today Upasana Taku is also in charge of bank partnerships, business operations, and talent acquisition at MobiKwik.

2) Richa Kar-Zivame

An enthusiastic MBA student, Richa Kar, developed an online lingerie shopping platform in the year 2011.  Currently, Zivame is India’s leading online lingerie store with a valuation of more than $ 100 million.  The brilliant idea for her own lingerie business came to light when Richa tracked Victoria’s Secret’s sales, who was one of her clients when she was working at SAP.  She observed the lingerie sales figures reached peaks overseas but, Indian women were not provided with the similar innerwear.  While Richa was studying the Indian lingerie market, she realized the social embarrassment in India surrounding lingerie shopping.  Today Richa Kar could be credited with destigmatising the uneasiness surrounding lingerie shopping in India.

3) Falguna Nayar-Nykaa

After a long stint as an investment banker, Falguni Nayar founded Nykaa.com in the year 2013. An online one stop shop for beauty products from Indian and international brands, Nykaa changed the world of online shopping.  Who would have ever thought buying makeup online would be so easy? Falguni Nayar proved many critics wrong and created a brand new place for people who love experimenting with styles, designs and colors.

ALSO READ: Zivame: Founding Story

4) Sabina Chopra-Yatra.com

Yatra.com is a popular Indian website for making flight and hotel bookings.  Sabina Chopra was instrumental in identifying the potential for travel commerce in India and people moving towards cheaper or easier travel.  By the time, people started looking to make bookings, Sabina made sure Yatra.com was already in place.  Sabina was the former Head of India Operations of eBookers, which is also an online travel company based in Europe.  Along with this, she was also working with Japan Airlines which further adds to her experience in the travel industry.

5) Rashmi Sinha-SlideShare

SlideShare allows people to upload and access their presentations online.  While this feature is presently available everywhere, SlideShare was one of the first players in making this happen.  Rashmi Sinha was one of the founders of the presentation sharing platform SlideShare.  The company became so successful that in 2012, LinkedIn acquired the company for an amount of $100 million.

Let us know in the comments if you know any other wonderful women who have become leaders of their right or have started up and are doing extraordinary things.  We at Startup Stories wish a wonderful Women’s Day to all the women in the world who are changemakers.

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Why Are Ads On Digital Media Failing To Reach The Right Audience?

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Why Are Ads On Digital Media Failing To Reach The Right Audience?,Startup Stories,Digital Advertising,Best Practices from Digital Ads Experts,reasons for digital marketing failure in startups,Reasons Why Marketing Campaigns Fail,Why You Are Failing to Reach Your Target Customers Online,Missing your target audience,The Advertising Industry Has a Problem

If you are a regular user of social media platforms and also a fan of consuming content on the digital medium, then there is a very high likelihood that you have seen ads on pages you are reading or watching something.  There would be times when you have been targeted by an ad which feels like it was wrongly targeted at you.  Imagine if you are a vegetarian by choice and while browsing online, if you are targeted by a food delivery app which shows ads about chicken dishes.  The ad would only serve to spoil the mood of the online user instead of serving its actual purpose which is to push the user to buy a chicken dish.

These wrongly targeted ads might be the side effects of performance marketing or a weak brand marketing.  Performance marketing means advertising programs where advertisers pay only when a specific action occurs. These actions can include a generated lead, a sale, a click, and more.  Inshort, performance marketing is used to create highly targeted ads for a very specific target audience at a low cost.  Performance marketing usually means high volume for a very specific cost.  

Brand marketers on the other hand believe in narrowly defining target audiences but end up spending a lot of money on ad placements.  Gautam Mehra, CEO, Dentsu Programmatic India & CDO, Dentsu International Asia Pacific said, “You’ve defined a persona, you know the emotions you want to elicit, but then you buy a YouTube masthead and CricInfo sponsorships because IPL is up.  If brand advertisers look at audience-based buys more deeply than just placements, you will see more relevant ads (sic.)”  

ALSO READ: How Digital Marketing Is Impacted Due To The COVID-19 Pandemic

Performance marketing is more of a sales function rather than a marketing function and is about meeting the cost of acquisition.  This is a reason why budgets are usually high for performance marketing.  Mehra goes on to add, “the fact is that an engineer can out-beat FMCGs on performance marketing.  Advertisers who have cracked this are spending 10x and are on an ‘always on’ mode (unlike time-bound brand campaigns.)”

There is always the case of supply and demand, with the supply usually exceeding the demand on digital platforms.  Ultimately, it boils down to the choice between no ad versus low relevance ad and it is quite easy to guess that having a low relevance ad is better.  

Arvind R. P., Director – Marketing and Communications at McDonald’s India (West and South,) said “McDonalds’ for instance, has seen its share of spends on digital grow from 20% levels a couple of years back to over 40% at present.  Outcomes of this journey have been encouraging, proven by our media-mix-modelling and other key metrics.  We have seen best results from an optimal mix of Television plus digital (sic.)”  Moreover, Arvind also believes performance marketing only approach could turn out to be more suited to short term, versus a more consistent full funnel effort.  The latter ensures adequate emphasis on building consideration, as well as growing transactions.  Arvind feels digital is a complex medium which needs investment in the right talent who could use the right tools.  Brands which underestimate the need for the investment are often disappointed from the return on investment from the digital medium.

With the constantly changing consumer dynamics marketers are now shifting to unscripted marketing which frankly needs more insights into the consumer mindset.  The lack of marketers to do the proper research is why digital medium is plagued with irrelevant ads.

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