Refer to the project brief and the additional resources before you begin this project!
(Go through them at least 3 times or till the time you don’t have a mind map in your brain)

Let’s begin

It's time to kickstart the project by taking a crack at building your Elevator pitch.

(Think of this as an introduction to your product- make it remarkable!)

​

Product Avaz AAC App (for India)

Hook
“Ever watched someone you love struggle to express even the simplest thought - and wished you could hand them a voice?”

Value
Avaz is a scientifically designed communication app that helps children and adults with speech and language disabilities express themselves clearly, confidently, and independently.

Evidence
Trusted by over 100,000 families and schools across 10 languages, Avaz uses research-backed AAC principles, intuitive vocabulary layouts, and culturally relevant content to make communication accessible for every learner.

Differentiator
Unlike PECS or traditional speech therapy, Avaz grows with the child - from first words to full sentences, with personalized vocabulary, smart prediction, and training built for Indian contexts. It empowers families to self practice modeling and make the tool work for their child's unique needs and context.

Call to Action
Join thousands of families who’ve unlocked communication breakthroughs. Download Avaz and give your child the power to be heard today.

or

Problem
Most children who struggle with speech are not just quiet - they’re unheard. Their thoughts stay locked inside, and families are left guessing.

Moment
Avaz gives them a voice the very first day they use it - a canvas for expressing minutest need or want to the richest expression like telling a story.

Transformation
Words appear. Behaviors reduce. Bonding grows. With vocabulary that adapts, data that guides, and training that supports parents, Avaz becomes a communication companion and the possibilities are endless.

Vision
We dream of a world where no child grows up without a way to express themselves. Avaz is how we get there.

(Go and speak to different users of the product and the people in the chain: households buying the product, shopkeepers selling the product, churned users, and users using competitor's products. In the case of B2B products identify the decision makers, the influencer, the blocker, and the end-user)

Understanding your ICP

(Put down your ICP’s in a Table Format. A tabular format makes it super clear for anyone to understand who your users are and what differentiates them)

We have multiple users of a product and not all of them can be our ICP for whom we make our strategies, we need to prioritize.
(use an ICP prioritization table)

ICP Prioritisation framework: (only considering Parents)

Based on the data, it is best to focus on ICP2, since it has the potential to scale and grow. Most of these parents work with an SLP especially in the early years. . Each SLP supported centre will have 5 - 50 potential families who could benefit from short term as well as long term usage of Avaz

• Parents in this ICP are compliant and trusting - they follow recommendations.
• They are omitted to do home assignments
• They work with the SLP to create a program/curriculum that fits their child's needs
• High frequency of usage is possible (because SLP sessions act as scaffolding).
• High payoff for onboarding: If Avaz improves early activation, this segment benefits instantly. SLP can help build on those capabilities
• Low cost to acquire, high conversion via therapist recommendation.

(Before you begin, you need to know what your product is, what are its features, what is the problem being solved by your product?)​

​Understanding Core Value Proposition

(Build your core value proposition by exact what your product does and what problem are you solving)

For parents and therapists supporting children who struggle to communicate, Avaz is a full fledged empowering communication tool that unlocks expression, reduces frustration, and helps children’s voices be heard, every single day.

Fop ICP 2 (Professional collaborator)

For parents who follow their therapist’s guidance and want a proven way to help their child communicate, our Avaz AAC app is a communication boosting tool that makes daily interactions easier, learning possible, builds consistent habits, and shows visible progress, even with limited time.

(Let's begin by doing a basic competitor analysis in a tabular format considering all the parameters for your product and its competitors)

(Then let's try to understand the market at a macro level and evaluate the trends and tailwinds/headwinds.)

Now it’s time for some math, calculate the size of your market.

TAM = Total no. of potential customers x Average Revenue Per Customer (ARPU)
SAM = TAM x Target Market Segment (percentage of the total market)
SOM = SAM x Market Penetration/Share

Competitor Analysis

Market Size:

Government Tailwinds

• NEP 2020 mandates Assistive Technology & Inclusion
  https://www.education.gov.in/sites/upload_files/mhrd/files/NEP_Final_English.pdf
• Samagra Shiksha funds inclusive education & resource rooms
  https://dsel.education.gov.in/samagra-shiksha
• ADIP Scheme subsidizes assistive devices, including digital AT
  https://revisionofadip.com/
• Accessible India Campaign pushing disability inclusion
  https://accessibleindia.gov.in

Healthcare & Disability Trends

• PLOS Medicine multi-state study: 6.5%–18.5% NDD prevalence (ages 2–9)
  https://journals.plos.org/plosmedicine/article?id=10.1371/journal.pmed.1002615
• GBD: >11 million under-5 children with developmental disabilities in India
  https://ghdx.healthdata.org/record/global-burden-disease-study-2019-gbd-2019-results
• Autism prevalence ~1.12% (Indian Pediatrics, 2024)
  https://www.indianpediatrics.net/apr2024/321.pdf

Digital & Technology Tailwinds

• Digital India → rising device penetration even in Tier 2/3
  https://www.meity.gov.in/division/digital-india-corporation
• UPI makes subscription payments frictionless
  https://www.npci.org.in/what-we-do/upi/product-overview
• Teletherapy normalized post-COVID
  https://www.who.int/publications/i/item/WHO-2019-nCoV-Health-Systems-2020.1

Education & Therapy

• Expansion of therapy centers, SLP programs, special educators (RCI annual reports, state-level trainings; fragmented sources)
• Schools adopting assistive tech as per NEP & Samagra mandates
  https://dsel.education.gov.in/samagra-shiksha

Social & Cultural Trends

• Neurodiversity acceptance rising
  (Reflected via India Autism Center, Action for Autism, social media movements)
• Parents researching autism & speech delay online (Google Trends)
  https://trends.google.com/
• More comfort with parent-led tech (EdTech, parenting apps, therapy apps)
  (Industry trend; common in K-12 & early childhood)

Language & Localization

• Majority of new internet users in India are vernacular-first
  https://www.internetworldstats.com/asia/in.htm
• Demand for multilingual tools increasing - Direct tailwind for Avaz's language depth.

References

https://indiadatamap.com/2025/09/13/rural-vs-urban-indias-population-dynamics-in-2025/

https://journals.plos.org/plosmedicine/article?id=10.1371%2Fjournal.pmed.1002615

Step 1: India Population Distribution (Tier-wise)

Using standard India urbanization + city tier classifications:

Child population base (0–14 years) ≈ ~35–37 crore

Step 2 : Developmental Disabilities Prevalence Assumption (applied equally across tiers)

Use conservative-mid range: ~10% prevalence (midpoint of 6–18% research range).

Thus NDD children ≈ 3.5–3.7 crore.

Avaz-relevant subset = ~50% (motor + speech + communication-limiting conditions).
Therefore: TAM ≈ 1.75–1.85 crore children.

We now split that across tiers.

Step 3 : Tier-wise Disability Distribution (realistic weights)

Although population is highest in Tier 3/rural, diagnosis & access-to-care cannot be evenly distributed.

• Tier 1 → high diagnosis rate, high therapist density
• Tier 2 → moderate
• Tier 3 → under-diagnosis,

So we apply a diagnosis visibility factor:

This gives us a realistic distribution of identifiable potential Avaz users.

Step 4 : Final Tier-wise TAM (in Crores)

Applying the weights to the Avaz-relevant TAM (≈1.8 crore):

Step 5: SAM (Serviceable Addressable Market)

SAM = TAM × Reachability & Paying Capacity
Tier-wise modifiers:

• Tier 1: 50–60% reachable (SLPs, clinics, smartphone access, awareness)
• Tier 2: 25–30% reachable (lack of quality SLP support, AAC myth believers)
• Tier 3: 5–10% reachable (lack of awareness, purchasing power)

SAM Calculation:

SAM ≈ 0.4 crore (≈ 4 million children)

Step 6: SOM (Obtainable Market in 3–5 Years)

Assume Avaz captures:

• Tier 1: 15–20% of SAM
• Tier 2: 10–15%
• Tier 3: 3–5%

SOM = ~5–12 lakh children.

Round up range:
SOM = 5–12 lakh children (≈ 0.05–0.12 crore)

Final Summary (Crore Units)

Tier-wise Priority for Avaz (Based on Tiered SAM + SOM + Distribution Potential)

Choosing Acquisition Channels at PMF Stage

In Product-Market Fit stage, the goal is to:

Acquire customers faster, cheaper, and smarter — using feedback to refine positioning and messaging.

Why feedback matters most at PMF:

• We need rapid learning cycles.
• We need to refine our value proposition, pitch, ICP segmentation, and targeting.
• Channels that return fast feedback shorten time-to-PMF and help scale faster.

How to Select Channels at PMF: Evaluation Criteria

Here is a crisp table summarizing the 5 key criteria and how to evaluate them.

Channel Selection Framework

This framework helps Avaz prioritize learning velocity, not vanity metrics.

Deep Dive: Organic Search as an Acquisition Channel

Organic Search (SEO) is not a fast channel, but it is high-intent and cost-efficient over time.
At PMF stage, we need to use SEO mainly for insights, not scale.

Here is a structured breakdown of what will need to be done:

1️ Observe What Your ICP Actually Goes Through

The SEO strategy must reflect the real search journeys of the top ICPs:

Example (ICP-2: Professional Collaborator Parent)

• “speech app for autism India”
• “speech device for nonverbal child”
• “how to teach communication to autistic child at home”
• “android app for speech”

Example (ICP-4: Resilient Retrier Parent)

• “my child not talking at age 4 what to do”
• “speech delay solutions that work”
• “best apps for nonverbal India”
• “is my child autistic signs”

These reveal pain → intent → purchase mindset, helping Avaz refine messaging.

2 Keyword Research (Find What They Search For)

The SEO must cover:

A. Problem Keywords

Parents searching because they’re worried or desperate

• “speech delay age 3”
• “nonverbal autism what to do”
• “how to improve child's speech”

B. Solution Keywords

Parents closer to adopting AAC or looking for alternatives

• “AAC app India”
• “communication device price”
• “speech therapy app”

C. Brand+Category Keywords (Competitor-informed)

• “Avaz Vs Jellow”
• “best speech therapy apps review”

These are triggers to create articles, guides, videos, FAQs.

3️ Identify Gaps (Where Avaz Has a chance to Win)

Find keywords where:

• Parents consistently search , Avaz currently doesn’t rank , Competitors are weak or absent
  and Avaz has expertise or credibility.

Examples of “Chance to Win” Keywords for Avaz:

• “apps to help non speaking child”
• “communication tools for cerebral palsy India”
• “speech therapy at home India”
• “autism apps India review”
• “how to start AAC at home”

These topics match Avaz’s strengths, and parents search for them.

4 Optimize (Create High-quality, Intent-driven Content)

For each gap keyword:

Create content that:

• Directly answers the parent’s intent
• Covers search-friendly questions
• Includes real examples from SLP practice
• Builds trust quickly

Content types to create:

• Step-by-step guides
• Parent-friendly checklists
• SLP-recommended strategies
• Video explainers
• “How to begin AAC” templates
• “First 14 days with Avaz” guides

These convert high-intent parents into trial users.

5 Track & Iterate (Continuous PMF Feedback Loop)

We should optimize not for SEO traffic at PMF - we are optimizing for insights.

Track weekly:

• Which articles get clicks?
• Which ones get scroll depth?
• Where do parents drop?
• Which search terms lead to trial downloads?
• Which pages generate activation?

Each signal will help refine ICP clarity, respective messaging, landing pages, and onboarding framework.

Objective

To understand the current organic search landscape around Avaz, identify what parents and therapists are searching for, evaluate what is working/not working in your existing organic strategy, and propose new strategies to win high-intent search moments.

STEP 1 - Conduct Keyword Research Across Platforms

We must research across Google, Amazon (tablets, education apps), YouTube, Quora, Reddit, parent forums, and therapy communities.

Below are the exact search patterns Avaz should investigate.

A. Google Search – High Intent Keywords

1. Symptom Keywords (Parents still in problem-aware stage)

• “my child not talking at age 3/4”
• “speech delay in toddlers solutions”
• “signs of autism in 3-year-old India”
• “child not responding to name what to do”

2. Solution Keywords (Parents actively exploring tools)

• “communication app for autism”
• “speech therapy app for kids”
• “AAC device for nonverbal child price India”

3. Category Keywords (parents comparing options)

• “Proloquo2Go vs Avaz”
• “Avaz AAC review”
• “AAC app Indian languages”

B. Amazon Search – Device + AT-related keywords

Search user intent around:

• “tablet for therapy kids”
• “speech therapy tools”
• “autism learning tools”
• “special needs communication boards”

Insight: parents searching Amazon are often in “purchase-ready mode” → high conversion potential.

C. YouTube Search – Parents prefer visual explanations

Search queries include:

• “Avaz app basics”
• “how to teach nonverbal child to communicate”
• “modeling at home ”
• “Avaz app tutorial”
• “first words with Avaz”

Insight: these keyword spaces are under-served with Indian-language videos.

D. Quora / Reddit / Parent Forums – Real Pain Signals

Common threads:

• “Does AAC stop speech?”
• “How do I get my autistic child to communicate?”
• “Best apps for speech delayed child?”
• “How to start AAC at home?”

Insight: trust + anxiety dominate here → opportunity for myth-busting & guidance content.

Collate Insights From All Searches

Below is a consolidated insights table based on what these searches reveal about Avaz’s ICPs.

What’s Working in Avaz’s Existing Organic Channel

What’s NOT Working (Gaps Identified)

Recommendations – New Organic Strategy for Avaz

1️. Build Pain-first Content, Not Product-first

Create articles for:

• “Child not talking at age 3 – What to do (India guide)”
• “Speech delay vs autism – early red flags”
• “How to teach first words using AAC”

Why?

These rank extremely well and meet parents where they are emotionally.

2️. Own “AAC India” as a Category

Create:

• “Best AAC apps in India (SLP-reviewed)”
• “What is AAC? Indian Parent’s Guide”
• “AAC in Hindi/Tamil/Malayalam – Complete Guide”

3️. Build Vernacular YouTube Content

Videos in Hindi, Tamil, Telugu, Malayalam

Topics:

• “AAC explained in 2 minutes”
• “AAC success story – Indian family”
• “How to start Avaz on Day 1”

4️. Create Comparison Pages

These convert very fast:

• “Proloquo2Go vs Avaz – Which is better for Indian families?”
• “Low-tech vs high-tech AAC – Pros and cons”

5️. Build “Avaz Starter Kit” SEO pages

For parents searching for:

• therapy tools
• AAC device prices
• special needs communication aids

6️. Establish “First 14 Days” Onboarding Content

Articles & videos showing:

• What to expect
• What to do daily
• How to model speech
• What not to worry about

Content Loop

(Keep it simple and get the basics right)

​

Step 1 → Nail down your content creator, content distributor and your channel of distribution
Step 2 → Decide which type of loop you want to build out.
Step 3 → Create a simple flow diagram to represent the content loop.

Content loops create self-reinforcing, compounding growth.
For Avaz, a content loop must:

• Attract the right ICP
• Build trust quickly
• Educate about AAC (category creation)
• Drive trials and activation
• Generate more content from user behavior

STEP 1 : Nail Down Content Creator, Distributor & Distribution Channels

A. Content Creator(s)

For Avaz, content should come from three sources:

1. Internal Team
2. • SLPs on the team
   • Support
   • Content & community team
3. External Specialists
4. • Therapist partners / SLP ambassadors
   • Special education teachers
   • Parent champions
5. User-generated Content (UGC)
6. • Parents sharing wins (short videos, testimonials)
   • SLPs showcasing AAC modeling
   • Children’s AAC success clips (with consent)

B. Content Distributor(s)

People who push the content outward:

• Avaz’s marketing team
• SLPs sharing content with parents
• Parent communities sharing success stories
• NGOs sharing training materials
• Influencers in neurodiversity / parenting

C. Distribution Channels

Where the content actually lives:

High-feedback channels (PMF-friendly)

• YouTube
• Instagram
• Facebook groups
• WhatsApp communities (SLPs, schools, parent groups)
• Website blog / landing pages

High-intent channels (SEO-heavy)

• Google Search
• Quora/reddit answers
• Medium articles
• App Store ranking pages

Closed-loop distribution channels

• In-app notifications
• Onboarding emails
• SLP partner toolkits

STEP 2 : Decide Which Type of Content Loop to Build

You can create multiple loops, but at PMF stage, focus on one primary and one secondary loop.

PRIMARY LOOP: Education → Trust → Activation Loop

This loop targets first-time AAC parents.

Input: High-value content
Output: Higher conversion + activation

Content type:

• YouTube demos
• Myth-busting content (“AAC doesn’t stop speech”)
• “How to start AAC in 10 minutes”
• Day 1–14 onboarding videos
• Speech delay guides

Why this loop works for Avaz:

• Parents have high anxiety
• They trust therapists more than ads
• Education reduces friction
• Content builds credibility faster than paid channels
• Creates “Oh, this makes sense” moments → trial → retention

SECONDARY LOOP: SLP → Parent → SLP Loop

Creators and distributors reinforce one another.

How it works:

• Avaz gives SLPs ready-to-use content
• SLPs share content with parents
• Parents see success → share feedback with SLP
• SLP shares more Avaz content → loop continues

Content types:

• SLP training videos
• Printable low-tech AAC boards
• Case studies
• AAC modeling videos

Why this loop works:

• SLPs are natural amplifiers
• Parents trust SLPs more than any marketing
• Each SLP brings 5–50+ families

STEP 3 : Create a Simple Flow Diagram of the Content Loop

A. Content Loop 1 : “Education → Trust → Activation” Loop

B: Content Loop 2 : SLP → Parent → SLP Loop

Recommendations to Activate These Loops

Make 10 “starter” YouTube videos - Especially in Hindi, Tamil, Telugu.

Provide SLP partner kits (slides, PDFs, demo videos)

Build “First 14 Days of Avaz” content series

Add CTAs inside content - “Download Avaz Starter Kit”, “Try your first 5 words”

Encourage parent UGC by showcasing wins

(Understand what is already being done, what is working out well and what needs to be stopped)

Step 1 → Define the CAC: LTV ratio. If your product has a healthy CAC:LTV ratio, proceed with paid ads.

Step 2 → Choose an ICP

Step 3 → Select advertising channels

Step 4 → Write a Marketing Pitch

Step 5 → Customize your message for different customer segments to ensure relevance

Step 6 → Design at least two ad creatives (e.g., images, sketches, videos, text ads) that reflect your marketing pitch.

STEP 1 - Define CAC : LTV Ratio - Estimate

STEP 2 - Choose an ICP

STEP 3 - Select Advertising Channels

STEP 4 - Write a Core Marketing Pitch

STEP 5 - Customize Messages for ICP Segments

STEP 6 - Ad Creative Concepts

A. Creative Concept Table

(Understand, where does organic intent for your product begins?)

​

Step 1 → Identify complementary products used by your ICP
Step 2 → Use the selection framework and compare the potential integrations it in a tabular form.

Step 3 → Collaborate with necessary stakeholders
Step 4 → Map the customer journey
Step 3 → Design the wireframe with the new integration
Step 3 → Run pilot tests before launching
Step 3 → Measure post-integration metrics

​

Detailing Product Integrations

Organic intent for Avaz begins the moment a parent notices the communication gap — usually during language learning OR milestone tracking.

So the integration strategy should focus on:

1️. Milestone Tracking Apps → Parent realizes child is behind
2. Language Learning Apps → Parent sees child failing verbal tasks

Both have MASSIVE parent reach and extremely high emotional intent.

STEP 1 — Identify Complementary Products Used by ICPs

A. Milestone / Child Development Apps

Parents use these between ages 1–5 when they are monitoring speech & language development.

Examples:

• BabyCenter Milestones
• Growth Chart apps
• FirstCry parenting app
• Parentpedia
• Wonder Weeks
• Kinedu
• Teachmint (early years module)

Intent Trigger:
“When should my child start talking?”
“My child isn’t saying words yet.”
“Speech milestone delayed.”

B. Language Learning Apps (Highest Leverage Integration)

Parents use these for English learning, vocabulary, early literacy.

Examples:

• Khan Academy Kids
• Kutuki
• Lingokids
• Duolingo ABC
• PBS Kids (international)
• Montessori early learning apps
• ABC Kids apps from Play Store

Intent Trigger:
Child fails to verbalize → parent instantly becomes aware of speech delay. These are all entry points where Avaz can create seamless discovery and usage pathways.

STEP 2 - Use the Integration Selection Framework (Tabular)

Integration Comparison Table

STEP 3 - Collaborate With Necessary Stakeholders

Collaborate With Necessary Stakeholders

For Milestone Apps

Stakeholders:

• Product managers
• Content teams
• Pediatric advisory teams

Partnership hooks:

• “Speech Milestones Checklist powered by Avaz”
• “When to be concerned about speech delay”
• “Try AAC if verbal milestones lag”

For Language Learning Apps

Stakeholders:

• Learning content designers
• Audio/phonics module teams
• In-app engagement teams

Partnership hooks:

• “Some children understand more than they can say - see how to help them communicate.”
• “Try visual communication support if your child isn’t verbalizing yet.”
• “Avaz 14-day communication plan”

🟦 STEP 4 - Map the Customer Journey (Where Integration Adds Value)

A. Journey: Milestone App -> Avaz

B. Journey: Language Learning App -> Avaz

(For B2B companies, if referral does not make sense you'll take a crack at a partner program for your product)

​

Step 1 → Flesh out the referral/partner program
Step 2 → Draw raw frames on a piece of paper to get the gist.​

(Don't spend a lot of time on design. This is for you to communicate how the referral hook will look)​

​

​we hope this helped you break the cold start problem!

Reminder: This is not the only format to follow, feel free to edit it as you wish!

Because Avaz is not a typical consumer product and parents don’t frequently “refer their friends,”
a partner program is much more powerful than a user referral loop.

STEP 1 - Flesh Out the Referral Program (Parent-Led)

Goal:

Make it easy, rewarding, emotional, and meaningful for parents to recommend Avaz.

Core Insight:

Parents refer Avaz because they want to help another parent avoid suffering.

So the referral program must be:

• Supportive, not salesy
• Story-driven, not transactional
• Effortless
• Emotionally rewarding

Referral Program Name Ideas

• Avaz Voices Circle
• Avaz Parent Champions
• Avaz Advocates Program
• Voice Givers Club

What the Parent Gets

Not money or discounts.

Instead:

What the Referred Parent Gets

Referral Trigger Moments

Avaz should prompt referrals when:

• Parent completes Day 14 journey
• Parent uploads or views a success story

These emotional highs = perfect referral timing.

Referral Flow (Simple Sharing Screen)