🚀

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:

Emotional

Vision, mission, causes, brand, why Pixxel?

Functional

Technical, features, how-tos, guides, support, why Pixxel?

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

🚀 Differentiation: All the stories to tell | THE WHAT

Messages x Assets x Channels

Messages

Properties

Emotional

Vision, mission, causes, brand, why Pixxel?

DISCOVER EARTH 10X.

A NEW KIND OF INFORMATION.

FROM INDIA TO OUTER SPACE.

MAKING EARTH SUSTAINABLE.

MEASURE WHAT MATTERS.

Pixxel Launches, Space Stories - Podcast and Videos, OTT Shows -Why Earth at 5x?, From India to Outer Space, Real Innovation

Functional

Technical, features, how-tos, guides, support, why Pixxel can help you?

HEALTH MONITOR FOR EARTH.

EARTH DATA FOR BETTER DECISION-MAKING.

(EARTH) INTELLIGENCE MADE SIMPLE.

Blogs, Events and webinars, Ebooks, Performance ads, Search, Social Media, Email

EVERY SATELLITE NAME IS AN OPPORTUNITY TO TELL A STORY.

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

🔟

Variety of marketing channels: Social Media, Events, Blog, Email & Newsletter, Influencers, SEO/SEM, Content Marketing, Traditional (Print, TV, OOH), Engineering-as-Marketing, Performance Marketing, Website & Landing Page

📈

Apply the Traction framework for 0-1, 1-10, 10-100 Focus on identifying and expanding revenue-generating marketing channels

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

Space puns (smart x witty x timing) & memes
Informative threads, posts, blogs - add value through data, provide new PoVs to jump on trends
Live launches, videos, targetted ads
Ref: Atlan, Maxar, Planet Labs
r/pixxel equivalent of r/place — in the run upto a launch or big event
“5 Things Hyperspectral Data tells you about Bengaluru” @peakbengaluru

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

🔥

Campaigns bring it all together — a GRAND idea or story, produced in compelling formats, deployed across channels at the same time to create BIG impact.

🚀 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

👋

More about my work here. | Twitter | LinkedIn | Buy my book! Signup here.

‣

Assets

🚀

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:

Emotional

Vision, mission, causes, brand, why Pixxel?

Functional

Technical, features, how-tos, guides, support, why Pixxel?

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

🚀 Differentiation: All the stories to tell | THE WHAT

Messages x Assets x Channels

Messages

Properties

Emotional

Vision, mission, causes, brand, why Pixxel?

DISCOVER EARTH 10X.

A NEW KIND OF INFORMATION.

FROM INDIA TO OUTER SPACE.

MAKING EARTH SUSTAINABLE.

MEASURE WHAT MATTERS.

Pixxel Launches, Space Stories - Podcast and Videos, OTT Shows -Why Earth at 5x?, From India to Outer Space, Real Innovation

Functional

Technical, features, how-tos, guides, support, why Pixxel can help you?

HEALTH MONITOR FOR EARTH.

EARTH DATA FOR BETTER DECISION-MAKING.

(EARTH) INTELLIGENCE MADE SIMPLE.

Blogs, Events and webinars, Ebooks, Performance ads, Search, Social Media, Email

EVERY SATELLITE NAME IS AN OPPORTUNITY TO TELL A STORY.

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

🔟

📈

Apply the Traction framework for 0-1, 1-10, 10-100 Focus on identifying and expanding revenue-generating marketing channels

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

Space puns (smart x witty x timing) & memes
Informative threads, posts, blogs - add value through data, provide new PoVs to jump on trends
Live launches, videos, targetted ads
Ref: Atlan, Maxar, Planet Labs
r/pixxel equivalent of r/place — in the run upto a launch or big event
“5 Things Hyperspectral Data tells you about Bengaluru” @peakbengaluru

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

🔥

Campaigns bring it all together — a GRAND idea or story, produced in compelling formats, deployed across channels at the same time to create BIG impact.

🚀 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

👋

More about my work here. | Twitter | LinkedIn | Buy my book! Signup here.

‣

Assets