Bluma

What do they actually do

Bluma is a managed, template‑driven service that clones viral short‑form video formats into reusable templates, fills those templates with a customer’s assets plus AI‑generated clips where needed, and delivers ready‑to‑post UGC/faceless videos for TikTok and Instagram on a daily cadence (site, YC profile).

They sell “Business” and “Enterprise” plans. Business customers receive daily video deliveries; Enterprise adds white‑glove onboarding, multi‑account posting/distribution, and A/B testing/optimization for ads, with call‑based onboarding rather than self‑serve checkout (site, YC profile).

Who are their target customer(s)

• Early-stage SaaS founders / startup founders: They need a steady stream of short‑form videos to drive growth but lack an in‑house creative team or budget, so content is slow and inconsistent (site, YC profile).
• Growth / performance marketing managers: They must test many ad variants quickly, but producing and iterating high volumes of creative is time‑consuming and costly, slowing learning and wasting ad spend (site).
• Social media / community managers at consumer brands: They need trend‑aligned UGC videos on a regular cadence for organic reach but don’t have the bandwidth to track formats and post daily (site).
• Agencies and freelancers managing multiple accounts: They juggle bespoke creative across clients, making variant‑heavy campaign production and posting operationally messy and slow (site).
• Enterprise marketing teams: They need high‑volume, on‑brand creative with reliable distribution, testing, and governance, but internal processes and vendor handoffs block automated pipelines and multi‑account posting (site).

How would they acquire their first 10, 50, and 100 customers

• First 10: Use founder/YC network to run white‑glove pilots: swap each prospect’s best assets into 2–3 viral templates to prove daily output and early performance, with direct outreach and manual delivery to secure testimonials (site, YC profile).
• First 50: Leverage pilot case studies for targeted outbound to growth marketers, agencies, and startup marketing leads; show sample videos made from their assets, streamline a low‑friction Business onboarding call, and use referrals from satisfied pilots (site).
• First 100: Add channel partnerships with performance agencies and social freelancers, publish reproducible proof (demo reels, before/after ad tests) on TikTok/LinkedIn to drive inbound, introduce clearer self‑serve for smaller accounts while keeping sales‑led Enterprise, and use partner resellers to scale onboarding (site, YC profile).

What is the rough total addressable market

Top-down context:

Global short‑form video ad spending is projected around US$115.75B in 2025; Bluma targets the creative production/testing slice of that spend (Statista).

Bottom-up calculation:

Applying a realistic 10–20% share of ad budgets for creative production/testing yields ~$11.6B–$23.1B/year in addressable spend for short‑form video today (Napolify, Foxwell Digital).

Assumptions:

• Use Statista’s 2025 short‑form video ad spend as the base worldwide figure.
• Creative production + testing typically takes 10–20% of performance budgets in short‑form/social.
• Bluma can address the portion of that spend tied to producing and iterating large volumes of short‑form creative.

Who are some of their notable competitors

• VidMob: Enterprise creative studio + analytics for large brands, producing platform‑optimized video and variations with performance insights; overlaps on high‑volume production but emphasizes analytics and enterprise workflows (homepage, Creative Studio).
• Vidsy: Managed short‑form production via a vetted creator network delivering always‑on social/ad content at scale; closer to creator‑sourced campaigns than template‑cloning automation (homepage, How it works).
• Bannerbear: API‑first automated image/video generation from templates; overlaps on template‑to‑many variations but is a developer building block, not a managed posting/testing service (product, docs).
• PlayPlay: Template‑driven SaaS video editor for marketing/comms teams to make social videos in‑house; self‑serve tool rather than a managed viral‑format cloning service (homepage, Templates & AI).
• Canva: Broad design platform with video templates, AI tools, and a content planner; competes for DIY teams but not focused on managed multi‑account posting or A/B testing (video editor, Content Planner).