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

Getting Started

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?
Study and Discussion Activity

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 and Additional Learning

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?