This article outlines the market that has led to Wattpad’s success.

Appropriate Subject Area(s)

Market research, marketing, target market, entrepreneurship, opportunity identification

Key Questions to Explore:

• What are the key ingredients contributing to Wattpad’s success?

Introduction to lesson and task:

Wattpad is a Canadian based company that has achieved international success based on its business model and its target market.

Action (lesson plan and task):

• Ask students if they listen to audio books online.
• Ask students if they have ever written or would like to write a story. What kind of story?  What is stopping them?
• Distribute the article for reading.
• In pairs, have students go to the Wattpad website, browse around and write a brief description of the core business concept, the target market and the marketing strategies used.
• Combine pairs and ask students to share what they learned.
• As a class, have them describe the characteristics of the target market for Wattpad’s product/services.

Consolidation of Learning

• Wattpad is expanding initiatives to generate revenue for its platform.  Evaluate the current initiatives.  Brainstorm other opportunities.

Success Criteria:

• Students have ideas on how to identify an opportunity.

Confirming Activity:

• Have students explain what the CEO of Times Bridge meant when he said: “It is absolutely our intention to help Wattpad stories travel and become more vivid and take on a life of their own.”  How does this align with Wattpad’s goals of generating new revenue for its platform?