Marketing Strategy, Tactics, and Creative Vision | Pixxel

• 🚀  The Global and Indian Space Tech Market
• 🚀  Pixxel’s Market | THE WHO
• 🚀  Differentiation: All the stories to tell | THE WHAT
• 🚀  Channels & Campaigns: Strategies, Assets, Tactics | THE HOW
• 🚀  Execution model: Let’s make this work! 🤝

🚀  The Global and Indian Space Tech Market

• The global space economy is estimated to be worth $447 billion as of 2020. India accounts for only 2% of this, or ~$8 billion. Of this, ISRO’s annual budget is ~$2 billion.
• In 2021, the govt launched the ISA to open the Indian space industry to private players and startups. There are now 75-100 companies categorized under ‘space technology’ now.

The other players in the space:

• Relativity Space, Blue Origin, SpaceX, Planet Labs, Maxar, Capella

Dhruva Space | Satellites and earth data

Skyroot Aerospace | 3D Printed Engines

Bellatrix | ‘Space Taxis’

Agnikul Cosmos | 3D Printed Engines

🚀  Pixxel’s Market | THE WHO

Two ends and a virtuous cycle:

Consumerising Space  🤝  Getting Business

Talent

Fundraising

Thought Leadership

Brand

Two kinds of communication and storytelling:

“Everything in its right place at the right time.”

🚀  Differentiation: All the stories to tell | THE WHAT

Messages x Assets x Channels

EVERY SATELLITE NAME IS AN OPPORTUNITY TO TELL A STORY.

🚀  Channels & Campaigns: Strategies, Assets, Tactics | THE HOW

Cutting-edge Content

Consumerizing space with branded entertainment and thought leadership

Audience: Leads, Partner Ecosystem, Hires, General

• Amazing space stories along the lines of From India to Outer Space. Hyperspectral: Earth at 10x/5MM. | Ref: Drive to Survive (F1); Aspirants (Unacademy); #HumansOfNS20 (Blue Origin); Countdown (SpaceX)
• AND/OR Advertise on and sponsor shows like Mission ISRO on Spotify

• Thought leadership: Across blogs, podcasts, short videos

Social Media

Establishing and building the brand mission, vision, innovation, thought leadership, distribution

Audience: Startup ecosystem (VCs, partners), Hires, Leads

Search

Convert leads with content that problem-solves their work

Audience: Leads, partner ecosystem

• Identify SEO strategy (Long-tail vs. fat-head)
• List audience’s queries and keywords and create thought-leadership/content around it

Events, Influencers

Convert leads with content that problem-solves OR Build brand, excitement, buzz

Audience: Leads, partners, general audience

• Partner with industry stakeholders and leaders to host events — that solve problems for target verticals (Agriculture, Govt, Environment, Energy, Mining)
• Get influencers and creators to vlog a Pixxel launch
• Thought-leadership interviews about building in SpaceTech a la Lex Friedman
• Ref: Relativity Space interviews with YouTubers & space enthusiasts

Engineering as Marketing

Convert leads with content that problem-solves OR Build brand, excitement, buzz

Audience: Leads, partners, general audience

• Trials/Open access to subset of data/APIs to entice new segments and show proof of product
• Google-Earth like exploration of different parts of Earth using Hyperspectral Imaging.
• Ref: Capella open data for community

🚀  Execution model: Let’s make this work! 🤝

• Outline scope of work + break it down: 30-60-90 day model
• Work with the team in regular cadences - set direction, track execution, measure & iterate
• The ideal team? Dedicated to a vision and sense of mission, agile, playful and experimental, willing to put oneself out there, eager to create and exploit storytelling opportunities