Baalgatha- a podcast of Children’s Bedtime stories that we produce, has been ranked #1 on iTunes India in the Kids category. I feel humbled, considering that the list has some very well established names in this segment. And they are produced by media companies that obviously have much larger marketing resources than us- such as Nickelodeon and Sesame Street. Some are produced by production houses of celebrities such as Taylor Swift Productions. In contrast, our growth has been all organic, and we do very little promotions.
How We Did It
I am writing to share the story behind the story: my wife came up with the idea of a 5- minute podcast of children’s stories in April. I was immediately sold to the idea. My neighbour and I used to go running every morning, and one day I mentioned to him what we planned to do. He told me that his wife had narrated stories in the past, and lo and behold, we had a narrator on board! She is a teacher at a nearby school, and May was time for summer vacations in India- we recorded some of our first stories using a 10 year old laptop and an ATR 2100 Microphone. We beta tested the idea by creating a WhatsApp list of 50 parents in first week of May. We sent them 10 stories over a 10 day period, 5 each in English and Hindi languages. The launch was in June, and based on the feedback, we decided that one story per language per week was an optimum number. Since then, the journey has been exciting (awesome reviews!), frustrating (why is the growth so slow?) and finally, anxiety (what is the future of this show?).
Last week, we got featured on front page of iTunes in India. It was the best Diwali gift I could have asked for!
Thanks for an insightful post. I am 38, becmae a published author at 36, and becmae an entrepreneur this year. Too late to do either? The question never came to my mind, and after reading this post, will never come again!
Five months and 50 plus episodes later, I and my wife feel much more confident about this podcast. The learning has been amazing: from recording to editing to marketing. In the coming months, we will launch this show in two or three more India languages, making it India’s (and probably the world’s) first multi-languge podcast. I think we reached an important milestone this week, and the real work has just begun.