1. Media Goal
Pinterest is full of beautiful interiors, but it’s unclear how to achieve them, how much they cost, or if you can replicate them at home.
Media showcases unique renovation and interior design solutions that people want to copy, and immediately explains how.
Objectives:
1) Discover unconventional details: steel inlays in tile, illuminated grout, glass blocks, terrazzo, perforated metal.
2) Showcase the process, not just the finished result.
3) Provide realistic figures: cost, complexity, and the inspiration source.
2. Themes
Segment: interior design and renovation.
Niche Topic: unique decorative solutions and details that can be replicated in a standard apartment, aimed at a generation undertaking its first renovation.
3. Competitors
Search method: Searching Telegram catalogs (Telemetr), curating interior channels in media, researching interior publications and their status, and reviewing social media profiles.
Niche saturation: Telemetr’s «Interior» category alone lists 1,167 channels, most of which are repetitive image reposts.
Direct (unconventional solutions and materials, author’s presentation):«Material, find it!» — an author’s blog about unusual materials, goods from local brands, and interior design ideas. It is the most closely related to our topic.«Layout Design» — interior design projects for apartments with poor layouts that were successfully reconfigured, and unique interior solutions.«Floor Lamps & Tumblers» — Pinterest-style collections of home decor items; an ironic title with a light tone.
Indirect (different venue or presentation):INMYROOM — an online platform featuring interior design ideas and simultaneously functioning as a marketplace for furniture and decor; the media and store have been integrated since 2015.MyDecor — an interior design media outlet formerly known as Elle Decoration, offering a high-gloss editorial style.Design Mate — a channel primarily for professional designers, featuring industry news, innovations, and unique projects.
Potential:DIY Renovation Influencers on VK Clips and YouTube: process and «before/after» videos, but lacking a design perspective.DIY Retailers and Marketplaces (Lemaan PRO, Ozon, Wildberries) with their own renovation content.Mass Aggregator Channels such as «Interior Design Ideas» with a continuous stream of images.
Competition Criteria:
1) Originality of solutions
2) Practicality (price, complexity, where to buy)
3) Process video
4) Interactivity and community
Analysis of Direct and Indirect Competitors:
Positioning Map:
Conclusions:
1) Nearly all competitors present their work as a finished, polished image.
2) Few provide information regarding the process or metrics—such as cost and difficulty.
3) Telegram channels rely on static photos; there is almost no video content. Repair bloggers feature process videos, but they lack design focus.
What we are borrowing from:
1) From «Material, Find It!» — links to brand sources and material suppliers;
2) From «Planirovochka» (Layout Ideas) — the «before/after» format;
3) From «Torshcherychiki» (Floor Lamps) — ironic titles and a light tone;
4) From INMYROOM — the integration of content and purchasing (how media can be monetized);
5) From MyDecor — attention to filming quality.
4. Distribution Channels
5. Target Audience
1) Student in a rented one-bedroom apartment. Liza, 21, is a student renting a studio apartment. She cannot drill holes, and her budget is small. She wants an aesthetic apartment with unique details that she doesn’t have to be embarrassed about when inviting friends.What we offer: Reversible solutions that do not require drilling, complete with pricing and sources.2) Young homeowner needing a first renovation. Artem, 27, purchased an apartment with a mortgage. He wants a renovation that is «not like everyone else’s, ” but he is afraid of overspending and making a mistake.What we offer: A complete solution, cost estimates, complexity levels, and guidance on how to communicate your vision to the contractor.3) Aspiring interior designer. Katya, 23, is studying to be a designer. She needs exposure and unconventional ideas for her clients and portfolio.What we offer: A stream of unique materials and techniques, and professional contacts.4) Tradespeople and material brands (B2B). A tile specialist or a manufacturer of metal decor. They want their work to be seen by a younger audience, not just industry professionals.What we offer: „Master of the Week“ features, special projects, and native integrations.
6. Unique Selling Proposition
1) One detail immediately shows the price and complexity. Competitors feature beautiful images, but with us, you clearly see the cost and whether you can do it yourself.
2) We show the process, not just the final result. Short videos demonstrating how it’s done.
3) Followers send in photos of their apartments, and we honestly evaluate them, suggesting one unique detail for improvement.
