1. Media Goal Description
The media’s goal is to alleviate the fear and confusion of someone who encounters an empty or neglected plot of land for the first time and doesn’t know where to begin. The project must address common questions such as: what to do, what mistakes are dangerous, where it’s possible to save money, and where it is not.
2. Future Media Topics
Segment: Landscape design for non-professionals—people who are landscaping their own yards with their own hands or with minimal help from specialists.
Narrow Topic: First Steps in the Garden Bed: From Bare Earth to Thriving LandscapeWhat This Topic Covers:— Site Assessment — topography, soil, light exposure, water. What you can determine yourself versus when professional assistance is necessary.— Planning — zoning, pathways, and layouts without complex blueprints.— Plant Selection — why native species outperform exotics, and how to avoid purchasing plants that will perish.— Common Mistakes — what most often ruins a garden.
3. Competitors and Their Analysis
Gardenista (USA, since 2011): a digital media outlet focused on garden design for homeowners and professionals, renowned for its high-quality photography.Strength—its visual quality and the depth of material coverage on plants and materials.
Weakness—it is inspiration-driven rather than instructional; the barrier to entry is high for a complete novice, as it lacks sufficient practical, step-by-step guidance.Home Outside (USA, since 2017): a visualization platform equipped with 3D/AR tools for homeowners and landscape contractors.Strength—it allows users to virtually «try on» a plant in their own yard before purchasing.
Weakness—it is fundamentally a tool, not educational content: it answers «where to plant» but not «what to plant or how to plant it.»Skillbox «Dream Plot» (Russia, 2025): a paid online course for beginners, consisting of 14 lessons that result in a complete plot design within one month.Strength—its structure, expert feedback, and a tangible final project.
Weakness—it is paid and a one-time purchase; if a user has a specific question, they cannot «go back and review”—it lacks the flexibility and continuous updates found in free media.Neue Landschaft (Germany, over 70 years): the oldest professional journal dedicated to garden and landscape architecture.Strength—professional authority and technical depth.
Weakness—the language and technical barriers make it inaccessible to the casual beginner.
4. Distribution Channel
The primary distribution channel for my media is Telegram, because it functions perfectly as a pocket assistant thanks to its convenient tagging and search system. Furthermore, it is flexible enough to deliver high-quality information both visually and textually, and it allows for interactive engagement.
5. Target Audience Description
My primary audience consists of men and women aged 25 to 45 who are actively looking to develop their garden space but lack the necessary experience, thus requiring assistance.
PERSONA 1: «I bought a plot of land—I don’t know where to start.»JTBD: «When I am on new land, I want to understand its limitations and potential so I don’t waste money on things that won’t work.»Context: A house or dacha with empty or overgrown land. Worried about doing something wrong and having to redo it.Media Need: A sequence. First assess, then plan, and only then plant.PERSONA 2: «I want it to look beautiful, but I’m afraid of high costs.»JTBD: «When I am planning the layout, I want to understand which solutions give the maximum impact for minimum money.»Context: A limited budget; willing to invest time but unable to find a professional team to solve their problem.Need: A breakdown of «essential» versus «optional.» Where savings are possible and where they are not.PERSONA 3: «I’ve tried before—the plants died.»JTBD: «When my plants die, I want to understand exactly what I missed so that the next attempt is successful.»Context: Already has some experience, but it is not enough for them to solve their problems on their own.Need: An explanation of the causes of failure, not just a ready-made answer.PERSONA 4: «I’ve seen so many pictures—I don’t know how to replicate them.»JTBD: «When I am inspired by other people’s gardens, I want to understand what is realistically possible in my conditions so I won’t be disappointed or waste money.»Context: Inspired by Pinterest and magazines, but doesn’t understand what lies behind the picture—climate, care, growth years, budget.Need: Debunking illusions + realistic alternatives.
6. Unique Selling Proposition
«We don’t show you beautiful gardens. We explain why you’re struggling—and what to do about it.»
Unlike competing media, your garden is primarily a reference guide filled with information, not a source of inspiration. This «guidebook» is always accessible, unlike paid courses. Its main goal is to help newcomers integrate into landscape design using simple language while addressing the technical complexities that may arise in the early stages.