1. Media Objective
«How They Did It”—a media platform featuring professionals and entrepreneurs from creative industries who have built successful careers or businesses.
The goal is to illustrate the real mechanics of professional growth through specific stories: their first major project, changes in income and position, key decisions, career shifts, and the launch of their own ventures.
2. Future Media Themes
Segment: Professional and career media focused on creative industries.
Niche topic: The real career and entrepreneurial trajectories of designers, art directors, photographers, producers, directors, architects, illustrators, and founders of creative businesses.
Primary Formats:
- The first major project — how a freelancer landed their first serious commission and how it changed everything.
- Money — changes in income and project pricing across different career stages.
- The next level — transitioning to a new role or starting one’s own business.
- The turning point — the decision, project, or event that altered a career trajectory.
- How the business works — first clients, team building, revenue streams, and scaling.
- A project from the inside — a detailed breakdown of a major project, from initial brief to final deliverable.
3. Competitors and Analysis
Analysis Criteria
— Platform and content format
— Character type
— Specifics: projects, finances, titles, outcomes
— Tone of voice
— Tools used: articles, interviews, video, cards, stories, short videos
Direct Competitors
Skillbox Media
Stories of career development for professionals, primarily designers and other digital professionals.
Strengths: real stories, concrete career outcomes, and a large volume of materials.
Weaknesses: a significant portion of the content is tied to educational agendas; the focus is predominantly on entering the profession.
Design Pub
Interviews with designers, art directors, and other industry specialists.
Strengths: professional figures, in-depth interviews, niche audience.
Weaknesses: predominantly conversational format; lack of a unified system for comparing career paths.
T—J
Stories of entrepreneurs, business, and professional development.Strengths: concrete figures, money, mistakes, consequences of decisions.
Weaknesses: broad subject matter, lack of focus on creative industries.
Indirect Competitors
VC.ru — entrepreneur stories and career materials Forbes — entrepreneur and executive stories The Blueprint — people and projects of the modern creative industryPotential Competitors
career media of educational platforms; professional Telegram channels; podcasts about design and creative industries; university media focused on the creative economy3. Competitive Analysis Findings
— Success stories exist, but they more often focus on the outcome rather than the mechanics of achievement.
— Career media frequently concentrate on entering a profession, not on subsequent growth points.
— Money and project costs rarely become a structural part of the narrative.
— Interviews with successful professionals can be transformed into systematized career trajectories that can be compared against each other.
4. Distribution Channel
Main Channel — Telegram
Formats
— In-depth character stories
— Cards with key statistics
— Short videos
— Quotes
— Project case studies
Polls
5. Target Audience
Segment 1 — Beginner Professionals
Context: A student or specialist with limited experience who is just starting their career.
Jobs To Be Done (JTBD): Understanding how to transition from academic and small-scale projects to a full professional career.
Value: Real career trajectories, initial projects, income, and points of growth.
Segment 2 — Specialists Who Have Plateaued
Context: 2–5 years of experience, stable employment, but a lack of noticeable growthJTBD: Understand what helps transition to the next professional levelValue: Real solutions and career transitions for specialists with a similar starting pointSegment 3 — Specialists Transitioning into Management
Context: Mid-to-senior level specialist who aims to become an Art Director, manager, or transition into project leadership.JTBD: To understand how to shift from executing tasks to managing teams, projects, and clients.Value Proposition: Real-life stories of transitioning into leadership roles.Segment 4 — Creative Entrepreneurs
Context: Independent specialist or founder of a small studio/brandJTBD: Understand how to turn personal expertise into a sustainable businessValue: Real stories about first clients, team hiring, scaling, and changing the business model6. Unique Selling Propositions (USPs)
01. Real Data
We show not only the career path but also its economics: income, project costs, and growth opportunities.
02. Career Trajectory Instead of Interviews
We analyze the hero’s journey from the first project to the current outcome: decisions, turns, and consequences.
03. Focus on the Creative Industry
We systematically demonstrate how careers and businesses are built specifically in design, advertising, media, fashion, architecture, and other creative fields.
