We launched in South Africa in 2018, but let's say we didn't. How would you lead a launch into that region?

Clarifications

• Let me verify if my understanding of the service is correct. Spotify is a streaming only service, which allows its user to listen to huge selection of music, build their collection, and share with their friend from their mobile device. Spotify offers both free tier and premium subscription. [Correct]
• Are we launching both the free service and the premium subscription? [Yes]
• Is there already competitors on the market? [Yes, iTunes was launched in 2012]
• Is it fair to assume the goal of the launch is to grow market share and in particular the premium subscriptions? [Yes]

• Smart phone users
• Fast mobile data connections
• Music lovers.

1. User hear about the service
2. User download the mobile app
3. User create an account
4. User try out the service
5. User upgrade to premium subscription
6. User use the service actively
7. User cancel the subcription

• Partnerships:
  • Music: 
    • Make sure good coverage of local music and artists and language.
    • Make sure authorization of global music catelog in SA
  • Data:
    • Negotiate partnership with local carrier as Spotify can help to grow mobile data usage and subscription. Seek discounts like first N month free, free Spotify data, or co-branded Spotify package.
  • Mobile:
    • Negotiate joint GTM/Launch with a new Smart Phone model
  • Billing:
    • Consider negotiating local-relevant payment methods and integrate.
• Promotion
  • Online:
    • FB/Twitter to announce launch plan
    • Google Play/App Store campaigns to drive awareness
    • Google Ads to target music related searches in SA
    • FB Ads to target music lovers in SA
    • Internet Influencer blog on the differentiation and selling points
  • Offline:
    • Sponsor concerts, music events with top artists to drive awareness
    • Music magazine, radio, TV news, press conference to drive awareness of the brand, launch and value proposition
    • TV commercials
    • Physical Ads at electronics store, carrier shops, phone stores, street, subway, bus station, stadium
• Price
  • Determine free/Premium tier offering and pricing
  • Design discounts for new users, such as first N month free if you sign up.
  • Design referral bonus.
• KPI
  • Define the metrics to gauge launch success. For this launch, I will focus on
    • Acquisition:
      • # of app download/install
      • # of user signed up
    • Activation:
      • # of users who steamed at least 1 music
      • # of users upgraded to premium