How difficult it is to make a picture or edit it. Once upon a time, only Adobe was the only brand which provided quality tools for images. Most professionals used only Adobe for office work and business. It had high demand, and it took at least 6 months to learn the software, and it was complex too. Adobe was expensive and which cost's around thousands. Melanie Perkins, a teacher who used to teach Photoshop and editing, was always confused and frustrated. Just to learn 1 course, it takes so much time and has a lot of complexity. How can we make this better ? This question was always on her mind.
The idea which sparked in her mind, eventually she gained courage and finally started Canva.
She went for funding where she was rejected 100 times. Finally, after years of hard work and patience, she received 3 million dollars as her first funding. Today it is worth 42 billion dollars with 26 crore monthly users engaging on Canva. How a simple idea changes the entire photo making industry, in just a few minutes.
Let's see the marketing strategies.
* Initially, when Canva was started, they provided everyone with free access to their application. It quickly got popular with many people with just word of mouth. Within a year they reached 1 million subscribers and users.
* Focused only on students and teachers, from presentation to school projects, and eventually it started working in office spaces, as it just took 15 minutes to prepare. As time passed, almost 46 million templates were used on their platform. People admired the comfort and clarity they provided to prepare the images. This strategy has captured entire generations as students started learning Canva as a course, and it can be used anywhere without any equipment. If you want to prepare birthday greetings on your daughter’s birthday, yes, within 10 minutes you can prepare.
* They turned every other image and photograph with Canva brand’s logo, which literally cleared their path for free marketing. Only free and logo-based images made Canva the best photo editing tool for everyone.
The question arises: How Canva earn money when they provide everything for free ?
Yes, they made users addicted to their platform and if you want advanced and better quality, you need to take a subscription, and it was cheaper than most of the other tools. Imagine only 4% of their users use subscriptions; it would be more profitable than many brands estimated. Canva moved ahead and acquired Pixels and Pixa brands. Eventually, prompt-based image creation with AI enhancement and advanced features.
