Tunelground: Product Marketing Case Competition

From 100 to 100,000 App Users: Cracking the Code of Growth

Background

• TunelGround, Founded by an IIM alumni, is a community platform, focused on giving a voice to underground, emerging, and independent musicians. With a distinctive brand rooted in authenticity, rawness, and creative freedom, TunelGround recently launched its mobile app—currently with 100 active users.
• Our vision is to be on the screen of all the musicians and the people who love music. TunelGround is not just an app, it is created to be the best stage for a musician in the world.
• Over the next 6 months, the team aims to scale to 100,000+ mobile app sign-ups, while retaining its artistic identity and building a passionate, sticky community.
• You have been hired as a Lead Product Marketing to design a winning go-to-market and product strategy to achieve this growth milestone.

Your Challenge

Download the TunelGround App, Follow the Instagram & LinkedIn pages and analyse, “How can TunelGround scale from 100 to 100,000 mobile app users in 6 months while staying true to its underground roots?”

Problem Statements to Solve

Growth Challenges to Anticipate

• What growth challenges might arise from low brand awareness, niche positioning, or platform fatigue in the music discovery space?
• What barriers might prevent artists from adopting TunelGround?
  

User Acquisition & Growth Strategy

Design a plan that includes:

• Your top 3-5 user acquisition channels.
• A 6-month go-to-market roadmap with tactical growth stages.
• A strategy to balance artist onboarding and user engagement.
• Ways to leverage community loops to drive sign-ups.
  

From the User's POV: What Makes TunelGround Worth Downloading?

Identify compelling product features that differentiate TunelGround. Consider:

• Discovery: How users find new musicians they won’t get anywhere else
• Community: How fans interact with artists or each other
• Creator Tools: How artists promote their work, tell stories, or monetize
• UX Features: Notifications, personalization, music drops, exclusives

Be specific—mock up feature ideas or describe your user flow.

Success Metrics

• • What are the 5 most critical KPIs you would track weekly/monthly?
  • How would you measure qualitative success (e.g., brand love, artist loyalty)?
    

User Retention

• Provide 5 strategies for ensuring user retention in order to stabilise the churn rate

Deliverables

Submit one or more of the following:

• A 7–10 slide pitch deck
• A 2–3 page strategy memo
• Optional: 60-second product pitch video, or a viral ad concept
  

Bonus Challenge (Optional)

Design a campaign concept that could go viral and drive downloads from both artists and fans. Include sample copy, hashtag, influencer/collab plan.

Evaluation Criteria

Reward: Cash prize of INR 1000, Internship Opportunity, Feature in TunelGround App, Shoutout on LinkedIn