MARK-O-MANIA CASELET

Enriching conversations are ones in which people share and shape stories that matter. Budding
poets encouraging each other. Music enthusiasts discussing favourite compositions. Marketing
folks swapping case studies and best practices. A leader sharing her life experiences. A founder
on building a dream. Or just a bunch of people sharing their favourite memories from school.
Conversations, full of anecdotes, reflections & invaluable knowledge that connect people.
THAT’S MENTZA (www.mentza.com)
A Live Audio platform where communities engage by exchanging stories in 20-minute
conversations. Just enough time for the best parts & for finding common ground.
So, join the 20-Min Social Audio. Because no matter what, everyone has stories to tell.
Key Features
1. Natural. Continuous learning. Unstructured, social, interactive & fun
2. Just 20-minutes. Maximise attention. Minimises blabbering. Fits our lives.
3. ‘being heard’ is an innate need. Conversations are unscripted podcasts. Mentza unscripted,
advisor, Spotify
4. Problems that Mentza aims to solve - Mentza is a platform for 100s of millions of Indians who
do not have access to fantastic learning-oriented conversations, where people don’t just listen
but feel heard, where people collaborate and chart learning and growth journeys. The platform
is designed for meaningful and mindful consumption in a short 20- minute format. These
conversations span across different learning communities of Art, Design, Music, Parenting,
Fitness, Entrepreneurship, Technology, Travel, Books, Culture, Career, and Professional
Growth.
Along with 6 cofounders, each with over 15 years of experience across design, marketing, and
tech & they are designing Mentza as the university of the future.
Broad Target Audience:
Audio content market in India is at an inflection point. As of December 2019, 40 million Indian
internet users had listened to podcasts. The audio-based content has tremendous potential to catch
up with video and text formats for the simple reason that one can listen while multitasking.
EdTech is still going through its round of innovations and needs more effortless and safer formats
and live audio addresses that bridge the gap. Mentza believes that learning is easier and richer in
conversations than planned monologues.
60M Indian and 400M global podcast (passive) consumers. 47M. Amateur audio-content
creators. All growth-minded individuals
QUESTIONS:
Q1 Identify & describe the different target audiences. Pl explain using appropriate segmentation
strategy
Q2, Do you agree with the positioning of Mentza? If yes, justify and if no, suggest another
positioning
Q3 Given the objectives what should be the approach to getting more listeners and listeners
listening more? How do you think Mentza should build brand equity and personality?