Omoi (formerly Azuki) GTM brain

category

market profile

• text: Formerly Azuki, the service rebranded as Omoi in November 2025 while retaining its catalog and subscription.
• text: Readers compare legal manga services by publisher catalog, title availability, geography and whether access is subscription or per chapter.

personas

• title: Frequent manga reader
  pains:

  • Buying individual volumes across several series adds up
  • Catalogs are spread across publishers and apps
• title: Anime fan discovering manga
  pains:

  • Wants a simple way to sample a series after seeing its adaptation
  • Needs relevant recommendations beyond the most famous titles
• title: Mobile reader and commuter
  pains:

  • Wants ad-free chapters and offline reading
  • Wants a licensed way to support creators while reading on multiple devices

icp

• text: Consumers who read English-language manga frequently and value access across a mix of publishers and genres.
• text: Web, iOS and Android users interested in free discovery, subscription reading or offline chapters; title availability varies.

message pillars

• text: Make licensed manga discovery affordable across publishers.
• text: Let premium readers enjoy chapters without ads and offline.
• text: Make paying creators part of the reader value proposition.

objections

• objection: Does the subscription include every chapter of every series?
  response: No. Omoi says some series require additional purchases for complete access; check the specific title first.
• objection: Can I try the service before paying?
  response: The site offers free chapters and advertises a 14-day premium trial.
• objection: Does reading support the creators?
  response: Omoi says its titles are licensed and it pays royalties based on readership.

competitors

• name: VIZ Manga
  why: A licensed manga subscription readers compare when choosing titles and genres.
• name: K MANGA
  why: Kodansha's manga reading service competes for overlapping manga readers and catalog attention.
• name: MANGA UP!
  why: A manga app offering another licensed reading catalog and access model.

influencers

• name: Evan Minto
  url: https://www.omoi.com/about
  why: Cofounder and former Crunchyroll developer who authored Omoi's rebrand press release.

keywords

• manga subscription app
• read licensed manga online
• manga offline reading
• English manga subscription
• free manga chapters
• Kodansha manga subscription

voice

• Welcoming
• Manga fan oriented
• Creator supportive

signals

• text: A reader finishes a free chapter or searches for a manga adaptation and wants more of the series.
• text: A reader seeks ad-free or offline reading across multiple manga series.

stack

• iOS
• Android

pricing

motion

channels

• App Store
• Google Play
• SEO
• Discord
• press
• manga communities

confidence

Founders

• name: Abbas Jaffery
  title: Founder
  role: Founder
  bio: I've worked across a variety of fields in my career including community management, quality assurance, backend engineering, product management, and now CEO of KiraKira Media. So I'm a bit of a jack of all trades which allows me to have a good understanding of how different types of systems work with each other and how to work in non-dev roles. In my personal life I'm a cat person with 2 of my own, a fan of anime/manga/film/games, non-alcoholic by choice, and like to go to comedy shows.
• name: Adela Chang
  title: Founder
  role: Founder
  bio: Co-founder at KiraKira Media Inc., musician, and published webtoon writer. Prior to Azuki, I worked as senior mobile developer at companies such as Crunchyroll, Yelp, Medium, and Facebook. Graduated in 2014 from U.C. Berkeley with a B.A. in Computer Science and minor in East Asian Languages and Cultures (specifically Japanese and Korean).
• name: Evan Minto
  title: Founder
  role: Founder
  bio: Designer, web developer, accessibility nerd, manga expert, and anime hamburger aficionado. Heading up design, marketing, and content acquisition for Azuki. In my spare time I drive myself insane watching cartoons and podcast about it.
• name: Krystyn Neisess
  title: Founder
  role: Founder
  bio: Co-founder and passionate Android developer for KiraKira Media Inc. I'm primarily responsible for anything and everything Android dev and social media; I also assist with design and marketing efforts. I'm very bubbly and excitable, but don't let that fool you! Beneath that is a highly ambitious and industrious spirit.
• name: Ken Urata
  title: Founder
  role: Founder
  bio: Co-founder of KiraKira Media, Inc., working on Azuki: Your Digital Manga Cafe. My prior work experience include Software Engineer at Crunchyroll and Thumbtack, and English to Japanese translator (native level in both languages). On the side, I operate a bilingual manga analytics website.