# Hearem App Marketing Context

## App Overview

- **App Name:** Hearem
- **Legacy/Internal Name:** Hearit appears in older docs, package IDs, and repo paths.
- **Founder:** Eddie Go
- **Public Title:** Founder of Hearem
- **App ID (Apple):** `6742120811`
- **Bundle ID:** `com.eddieeee126.expohearit`
- **Category:** Text-to-speech, reading, productivity
- **Platform:** Publicly available on iPhone and iPad. Android code exists but Android is not publicly listed.
- **Price Model:** Freemium with subscription and in-app purchases.
- **Current Public Version:** iOS `2.10.9`; `2.10.10` is not public until review and release complete.
- **Canonical Facts:** [`docs/marketing/PRODUCT_FACT_SHEET.md`](./docs/marketing/PRODUCT_FACT_SHEET.md)

## Founder Profile

**English:** Eddie Go is the founder of Hearem, an iPhone and iPad app that turns PDFs, webpages, and scans into audio with Apple on-device voices and multiple AI providers.

**中文：** Eddie Go 是 Hearem 创始人。Hearem 是一款 iPhone 和 iPad 听读工具，支持 Apple 本地语音和多家 AI 声音，可将 PDF、网页和扫描内容变成音频。

**Public portrait:** `website/assets/basic/founder/web/eddie-go.webp`

**Original portrait:** `website/assets/basic/founder/source/eddie-go.png`

## Public Brand Introduction

**English:** Hearem makes written content easier to listen to. Its iPhone and iPad app combines Apple on-device voices with multiple online AI providers to turn PDFs, webpages, and scans into audio for cross-language listening, background playback, and supported export. Less screen. More room.

**中文：** Hearem 让文字内容更适合被听见。它通过 iPhone 和 iPad 听读工具，把 Apple 本地语音和多家在线 AI 声音带进同一套体验，让 PDF、网页和扫描内容可以跨语言收听、在后台继续播放，并在支持时导出音频和字幕。少盯屏幕，多留一点空间。

## Current Product Facts

Hearem turns text and source material into listenable audio. It supports manual
text input, webpage reading, document import, OCR from images, clipboard/share
flows, background playback, playback history, voice selection, premium voices,
voice cloning, translation, summarization, smart splitting, and reading-optimized
text workflows.

## Locked Positioning

The app should not be positioned as another generic "text to speech" utility.
Use this positioning in every active channel:

> Hearem turns PDFs, webpages, and scans into audio you can listen to across languages and export—with Apple on-device voices and multiple AI providers.

Chinese:

> Hearem 是一款支持 Apple 本地语音和多家 AI 声音的听读工具，让你把 PDF、网页和扫描内容变成可跨语言收听、可自由导出的音频与字幕。

Brand tagline: `Less screen. More room.` / `少盯屏幕，多留一点空间。`

Primary CTA: `Start free` / `免费开始`

Secondary CTA: `Preview voices` / `试听不同声音`

## Value Proposition

- **Problem:** People save, receive, or scan more text than they can read on a
  screen, especially on mobile.
- **Target Audience:** Mobile-first readers who want to turn long or inconvenient
  reading into listening.
- **Unique Differentiator:** Hearem combines Apple on-device voices and multiple
  online AI providers with mixed-language listening, voice cloning, audio and
  subtitle export, background playback, and progress-aware listening.
- **Elevator Pitch:** Use the locked positioning above. Channel-specific shorter
  versions live in [`docs/marketing/COPY_MASTER.md`](./docs/marketing/COPY_MASTER.md).

## Audience Wedges

### Wedge A: Students and Researchers

- **Job:** Get through notes, papers, textbooks, PDFs, and saved articles faster.
- **Pain:** Long reading sessions are tiring; useful material piles up.
- **Promise:** Turn study material into a listenable queue for commutes, walks,
  and review sessions.
- **Likely Channels:** TikTok/Reels study content, Reddit student communities,
  App Store search for PDF reader, read aloud, text to speech, study.
- **Risk:** Students may be price-sensitive and require very clear free value.

### Wedge B: Professionals With Reading Backlog

- **Job:** Process reports, meeting notes, emails, articles, and PDFs while
  commuting or doing routine tasks.
- **Pain:** Important reading competes with work and screen fatigue.
- **Promise:** Keep up with work reading without needing another screen session.
- **Likely Channels:** LinkedIn content, productivity creators, search ads,
  App Store search for read aloud, PDF to audio, article reader.
- **Risk:** Harder to reach organically without a strong niche or authority hook.

### Wedge C: Eye Strain and Accessibility-Minded Readers

- **Job:** Reduce screen reading and make text easier to consume by listening.
- **Pain:** Reading on screens is uncomfortable, exhausting, or inaccessible.
- **Promise:** Free your eyes and keep access to articles, documents, and notes.
- **Likely Channels:** App Store search, accessibility communities, SEO content.
- **Risk:** Messaging must be careful and concrete, not medicalized.

### Wedge D: Creators and Voice Users

- **Job:** Generate voiceovers, clone voices, test premium voice styles, and turn
  scripts into audio.
- **Pain:** Voice tools are scattered or too production-heavy for mobile.
- **Promise:** A mobile voice lab for turning scripts into polished audio.
- **Likely Channels:** TikTok creator content, YouTube Shorts, voiceover keywords.
- **Risk:** This may compete with stronger specialist tools and distract from the
  reading-to-listening core.

## Recommended First Wedge

Start with **Students and Researchers**.

Reason: this wedge has an urgent, repeatable job; obvious content examples; clear
input sources like PDFs and image OCR; and a natural "listen while
walking/commuting/reviewing" behavior. It also gives us concrete creative angles
without needing to explain every feature.

## First Campaign Hypothesis

Students will try Hearem when the promise is framed as:

> Stop rereading everything. Turn notes, PDFs, and articles into audio review.

The first marketing test should focus on study material becoming a listening
queue, not on the full feature list.

## Message Angles To Test

1. **Reading backlog:** "All the PDFs you meant to read, now in your ears."
2. **Study review:** "Turn class notes into audio you can review on a walk."
3. **Eye relief:** "Give your eyes a break without falling behind."
4. **Capture anything:** "Paste a link, scan a page, upload a PDF, then listen."
5. **Better than raw TTS:** "Clean up long text before it becomes audio."

## Current ASO State

- **Current Title:** `Hearem TTS: Text to speech`
- **Current Subtitle:** `Text to Speech for Everything`
- **Live App Store Status Checked:** 2026-08-30 via App Store Connect.
- **Live App Version:** `2.10.9`, build `234`, `READY_FOR_SALE`.
- **Pending Version:** `2.10.10`, build `235`; do not market as public until released.
- **Live US Rating:** 5.0 average from 2 ratings; current version 5.0 from 2 ratings.
- **Appeeky Public US Snapshot:** 5.0 rating from 2 reviews, estimated lifetime
  downloads around 120 with low confidence, shown as `< 500`; public estimated
  daily revenue `< $100` with low confidence.
- **Appeeky Public China Snapshot:** 4.55385 rating from 65 reviews, estimated
  lifetime downloads around 3,900 with low confidence, shown as `< 5k`; public
  estimated daily revenue `< $100` with low confidence.
- **Appeeky Synced ASC Metrics:** `asc_list_metrics_apps` returned no synced
  apps, and `asc_get_app_metrics` / `asc_get_app_sources` returned zero rows for
  downloads, revenue, impressions, page views, and source conversion. This means
  Appeeky is reachable but owned ASC analytics are not synced or connected yet.
- **Appeeky Keyword Discovery:** US and China keyword discovery jobs were
  started on 2026-06-14; each returned an estimated 240-second discovery window.
- **Observed Keyword Themes:** hearem, text to speech, TTS, read aloud, OCR,
  voice over, reading app, voice clone, ElevenLabs, AI, PDF reading, webpage
  reading, text reader.
- **Concern:** Current metadata is broad. It says "everything," which may weaken
  conversion because the user has to decide which use case matters.
- **Metrics Access Note:** `asc` authentication works for app/release/rating
  reads, but App Analytics endpoints are not permitted for the current API key.
  Sales reports also require a vendor number; local ASC config currently has
  empty `vendor_number` and `analytics_vendor_number` values.
- **Appeeky MCP Note:** Repo `.mcp.json` defines Appeeky with
  `${APPEEKY_API_KEY}`. The key exists in `.env` and works for manual MCP HTTP
  calls, but Codex's MCP launcher does not automatically load `.env` into the
  server environment.

## Suggested ASO Direction

- **Title Direction:** Keep `Hearem` plus high-intent functional terms.
- **Subtitle Direction:** Move from broad utility to a concrete reading job.
- **Candidate Subtitle:** `Turn PDFs, notes, and articles into audio`
- **Alternative Subtitle:** `Listen to PDFs, webpages, notes, and scans`
- **Chinese Direction:** Lead with "PDF/网页/笔记朗读" rather than only generic
  "文字转语音".

## Goals

1. Sell more in US/global markets while maintaining China as a secondary market.
2. Improve activation: user imports or pastes real content and generates first audio.
3. Improve paid conversion through premium voices, higher limits, and document/OCR workflows.

## Resources and Constraints

- **Budget:** Unknown.
- **Team:** Unknown.
- **Analytics:** PostHog is present in the codebase.
- **Billing:** RevenueCat and App Store subscriptions/IAP are present.
- **ASC Access:** `asc doctor` passes with the default `asccli-mbp` profile.
- **ASC Blocker:** Current API key cannot access App Analytics reports; sales
  reports need the App Store Connect vendor number.
- **Feature Claim Scope:** Owner says every listed feature is live and safe to
  advertise.

## Markets

- **Primary:** US/global English-speaking market.
- **Secondary:** China; historically the stronger market, still important.
- **Languages:** App supports broad localization; repo docs mention 16 languages.
- **Practical First Marketing Markets:** English-speaking App Store users plus
  Chinese-speaking users if screenshots, ads, and store copy are localized as
  separate campaigns.

## Acquisition Channels

Acquisition channels are the places users come from before installing or trying
Hearem. Examples: App Store Search, App Store Browse, Apple Search Ads, TikTok,
Instagram Reels, YouTube Shorts, Xiaohongshu, Reddit, Google Search, SEO pages,
creator/influencer posts, referrals, newsletters, or direct website traffic.

The first likely channels to test are:

1. App Store Search for high-intent terms around PDF reading, OCR, read aloud,
   text to speech, and study audio.
2. Short-form video showing PDF/image-to-audio workflows for students.
3. Reddit or niche community posts around study workflows, PDF overload, and
   screen fatigue.

## Immediate Next Step

Create the first student/researcher acquisition package:

1. App Store metadata variant focused on PDF/notes/articles to audio.
2. Five screenshot captions showing the capture-to-listen workflow.
3. Ten short-form video hooks for TikTok/Reels/Xiaohongshu.
4. One simple activation metric: percentage of new users who create audio from
   PDF or image OCR content within the first session.

## Open Questions

1. What is the current App Store conversion rate and install volume? Live ASC
   access could not fetch this with the current API key.
2. What is the current App Store Connect vendor number for sales reports?
3. Which channel, if any, is currently producing users: App Store Search, China
   App Store browsing/search, TikTok/Xiaohongshu, referrals, website, or another
   source?