Refer to the project brief and the additional resources before you begin this project!
(Go through them at least 3 times or till the time you don’t have a mind map in your brain)

Let’s begin

It's time to kickstart the project by taking a crack at building your Elevator pitch.

(Think of this as an introduction to your product- make it remarkable!)

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Primus Living is redefining the way India’s seniors live, combining residential, recreational, hospitality, and healthcare excellence into one seamless experience. Positioned at the forefront of the booming silver economy, we’re creating communities where independence meets care, and every day feels like a celebration of life.

(Go and speak to different users of the product and the people in the chain: households buying the product, shopkeepers selling the product, churned users, and users using competitor's products. In the case of B2B products identify the decision makers, the influencer, the blocker, and the end-user)

Understanding your ICP

(There are separate tables for both B2C and B2B products, put down your your ICP’s in a Table Format, use this as a reference.
This table makes it super clear for anyone to understand who your users are and what differentiates them)

B2C Table

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We have multiple users of a product and not all of them can be our ICP for whom we make our strategies, we need to prioritize.
(use this ICP prioritization table)

Sources for TAM

1. Rapid Growth of India's Elderly Population

• Projection: By 2050, individuals aged 60 and above will constitute approximately 20.8% of India's population, equating to nearly 347 million people.
  India Today

2. Expansion of the Silver Economy

• Estimation: The global silver economy is anticipated to reach significant valuations by 2031, with India playing a pivotal role due to its aging demographic and increasing spending power among the elderly.
  Yahoo Finance

3. Urbanization and Nuclear Family Trends

• Insight: The rise in nuclear families and urban migration has led to a growing demand for senior living facilities, as traditional family support structures evolve.
  Press Information Bureau

4. Increased Life Expectancy

• Data: Life expectancy in India has risen to approximately 72 years as of 2023, resulting in a larger elderly population requiring specialized living solutions.
  World Bank Data

5. Growth in Senior Housing Market

• Market Size: India's senior housing market is projected to experience substantial growth, with estimates indicating a significant increase in market size by 2030.
  Reuters

6. Rising Disposable Income Among Seniors

• Observation: The elderly in India, particularly in urban areas, are experiencing increased financial independence, leading to higher demand for quality senior living options.
  LiveMint

7. Global Comparisons

• Context: In countries like the U.S., the senior living market is a substantial industry, suggesting a similar potential trajectory for India as its elderly population grows.
  Research and Markets

(Before you begin, you need to know what your product is, what are its features, what is the problem being solved by your product?)​

​Understanding Core Value Proposition

(Build your core value proposition by exact what your product does and what problem are you solving)

"Primus Senior Living: Empowering seniors with a life of care, independence, and joy in their golden years."

Primus Senior Living offers a comprehensive solution tailored to the unique needs of India's senior citizens, addressing key challenges they face in their golden years.

Core Value Proposition

Primus Senior Living provides a holistic environment where seniors can lead independent, active, and fulfilling lives, free from daily hassles and safety concerns.

Key Features and Services

• Health First: 24/7 medical attention with easy access to quality care.
• Home Finesse: Experienced hospitality team ensuring a spotless home.
• Nutrition Nation: Meals prepared with utmost care by professional chefs.
• Empyrean Concierge: Specialized errand services catering to every unique demand.
• Life Enrichment Centre: Engaging activities for seniors’ leisure and entertainment.

Problems Addressed

• Daily Chores and Maintenance: Managing household tasks can become burdensome with age. Primus's housekeeping and concierge services alleviate these responsibilities.
• Health Concerns: Immediate access to medical care is crucial for seniors. Primus ensures 24/7 medical attention and emergency response systems.
• Nutritional Needs: Maintaining a balanced diet is essential. Primus offers professionally prepared meals tailored to dietary requirements.
• Social Isolation: Seniors often experience loneliness. Primus fosters a vibrant community with activities promoting social engagement.
• Safety Concerns: Ensuring a secure living environment is paramount. Primus incorporates safety features like grab bars, anti-skid tiles, and panic alarm buttons.
  

Assumptions Made:

1. Urban Senior Population: ~30% of India's senior citizens are assumed to reside in urban areas based on current urbanization trends.
2. Affluent Segment (SEC A): ~20% of urban seniors are considered affluent (SEC A) based on socio-economic class segmentation.
3. Market Penetration (SOM): Primus aims to capture ~5% of the SAM in the near term, which is realistic for a premium brand entering a competitive market.
4. Data Sources: Projections for India's aging population are based on government reports and publicly available data.

Designing Acquisition Channel

(keep in mind the stage of your company before choosing your channels for acquisition.)

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Organic Channel

(Understand the existing organic channel strategy for your product and highlight the success and failure thereon.
Provide your suggestions and devise new strategies.)

Step 1 → Conduct keyword research on Google, Amazon, Youtube, Quora etc.
Step 2 → Collate all your insights from all your searches.

Tool Access NOT available

Content Loop

(Keep it simple and get the basics right)

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Step 1 → Nail down your content creator, content distributor and your channel of distribution
Step 2 → Decide which type of loop you want to build out.
Step 3 → Create a simple flow diagram to represent the content loop.

Content Loops for Primus Senior Living

Step 1 → Define Content Creator, Distributor, and Channel

1. Content Creator
2. • Residents: Sharing testimonials, daily experiences, and creative outputs (e.g., art, poetry).
   • Family Members: Writing stories and reviews about their experience with Primus.
   • Primus Brand Team: Creating educational content, event highlights, and health-focused blogs.
   • Healthcare Experts: Adding credibility with professional advice and wellness tips.
3. Content Distributor
4. • Social Media Platforms: Instagram, Facebook, and YouTube for engaging visuals and videos.
   • SEO Content: Informational blogs and evergreen guides optimized for Google.
   • Community Forums: Quora, LinkedIn, and niche retirement forums.
   • Email Newsletters: Regularly sent updates to current and potential residents.
5. Channels of Distribution
6. • Instagram & YouTube: Visual and engaging content to showcase community vibrancy.
   • Google SEO: Content designed to rank for common searches by seniors and families.
   • Facebook Groups: For sharing stories and initiating community conversations.
   • Reddit, WhatsApp & Forums: To answer common questions about senior living options.

Step 2 → Decide Type of Content Loops

1. Testimonial-Based Loop
2. • Hook: “Life at Primus: Real Stories, Real Smiles.”
   • Content Creators: Residents and families.
   • Distribution Channel: Instagram reels, YouTube testimonials, and blog articles.
3. Educational Content Loop
4. • Hook: “Your Retirement Guidebook: Everything You Need to Know About Senior Living.”
   • Content Creators: Primus Brand Team and Healthcare Experts.
   • Distribution Channel: SEO-optimized blogs, YouTube videos, and Facebook posts.
5. Event & Activity Loop
6. • Hook: “Where Every Day Feels Like a Celebration – See What’s Happening at Primus!”
   • Content Creators: Primus Event Team and Residents.
   • Distribution Channel: Instagram stories, Facebook highlights, and email newsletters.
7. Health & Wellness Loop
8. • Hook: “Stay Fit, Stay Happy: Wellness Tips Tailored for Your Golden Years.”
   • Content Creators: Healthcare Experts.
   • Distribution Channel: Blogs, YouTube, and email campaigns.

Step 3 → Content Loop Flow Diagram (Example: Testimonial-Based Loop)

1. Hook: Share a resident’s heartwarming story on Instagram and YouTube.
2. Content Creation: Residents and families provide authentic testimonials.
3. Distribution: Publish content on Instagram, YouTube, and the Primus blog.
4. Engagement: Followers comment, share, and tag family members.
5. New Audience: Shares attract new prospects who explore the Primus website.
6. Conversion: Increased inquiries and bookings from inspired viewers.

(Understand what is already being done, what is working out well and what needs to be stopped)

Step 1 → Define the CAC: LTV ratio. If your product has a healthy CAC:LTV ratio, proceed with paid ads.

Step 2 → Choose an ICP

Step 3 → Select advertising channels

Step 4 → Write a Marketing Pitch

Step 5 → Customize your message for different customer segments to ensure relevance

Step 6 → Design at least two ad creatives (e.g., images, sketches, videos, text ads) that reflect your marketing pitch.

Step 1 → Define the CAC:LTV Ratio

1. Lifetime Value (LTV):
2. • Average stay: 5 years.
   • Annual fee per resident: ₹15,00,000.
   • LTV: ₹15,00,000 × 5 = ₹75,00,000.
3. Customer Acquisition Cost (CAC):
4. • Monthly ad spend: ₹5,00,000.
   • Monthly leads generated: 50.
   • Conversion rate: 5%.
   • CAC: ₹5,00,000 ÷ (50 × 5%) = ₹2,00,000.
5. CAC:LTV Ratio:
6. • ₹75,00,000 : ₹2,00,000 = 37.5:1

Step 2 → Choose an ICP

Ideal Customer Persona (ICP):

• Demographics: Seniors aged 60+ and families in Tier 1 & affluent Tier 2 cities.
• Behaviour: Looking for a safe, luxurious, and community-driven living space with healthcare support.
• Psychographics:
• • Seniors valuing independence and community.
  • Families prioritise safety and care for their loved ones.

Step 3 → Select Advertising Channels

1. Google Search Ads:
2. • Capture high-intent users searching for terms like "luxury senior living in India" or "retirement homes with healthcare."
3. Meta Ads (Facebook & Instagram):
4. • Visually rich storytelling targeting families and younger decision-makers.
5. YouTube Ads:
6. • Emotional, video-driven content showcasing testimonials and lifestyle stories.
7. LinkedIn Ads:
8. • Target HNIs and professionals looking for premium options for their parents.

Step 4 → Write a Marketing Pitch

Primary Pitch:
"Primus Senior Living is where seniors find independence, care, and comfort, and families find peace of mind. Luxury homes with 24/7 healthcare, vibrant communities, and thoughtful services—all designed to make life fulfilling."

Step 5 → Customize Your Message

1. For Seniors:
2. • "Your golden years, filled with care and joy."
3. For Families:
4. • "A safe, fulfilling home for your parents, with all their needs taken care of."
5. For Younger Decision-Makers:
6. • "Give your parents a life as extraordinary as the one they gave you."

Step 6 → Ad Creatives

Ad Creative 1 → Facebook/Instagram Carousel Ad

Headline:
"Your parents gave you the best life. Let us give them the same."

Carousel Slides:

• Slide 1 (A senior gardening in a lush garden):
  Caption: "A community where every day feels like home."
• Slide 2 (Elegant interiors with senior-friendly features):
  Caption: "Comfort that feels like it was designed just for them."
• Slide 3 (A family laughing with a senior at a cultural event):
  Caption: "Because their happiness is the greatest luxury of all."
• CTA:
  "Visit Primus Senior Living today."

Ad Creative 2 → YouTube Video Ad (30 Seconds)

Script:
Opening Scene (A senior enjoying yoga outdoors):
Voiceover:
"At Primus, every day begins with care and ends with comfort."

Cut to (Modern interiors and residents laughing together at an event):
Voiceover:
"It’s not just a place to live—it’s a place to thrive."

Closing Scene (A family hugging a smiling senior):
Voiceover:
"Because your parents deserve a life as extraordinary as the one they gave you."

CTA (On Screen):
"Visit Primus Senior Living today and see how we make every moment count."

Ad Creative 3 → Google Search Ad

Headline 1:
"Luxury Living for Seniors in India"

Headline 2:
"Safe, Secure, and Fulfilling Homes"

Description:
"At Primus Senior Living, we combine care, comfort, and community to create the perfect home for seniors. Visit us today to experience it yourself."

CTA:
"Explore Primus →"

Tracking and Refinement

1. Analytics Tools:
2. • Use Google Ads Manager, Meta Ads Manager, and YouTube Analytics to track ad performance.
3. Key Metrics:
4. • CTR: Aim for 5%.
   • CPL: Target ₹10,000.
   • Conversion Rate: Target 3-5%.
5. Refinement:
6. • Test headlines, visuals, and CTAs to see what resonates best with the audience.
   • Scale high-performing ads and optimize underperforming ones.

(Understand, where does organic intent for your product begins?)

​

Step 1 → Define ICP

• Primary ICP: Affluent seniors (60+), looking for secure, luxurious living options that align with their health, wellness, and social aspirations.
• Secondary ICP: HNIs and affluent families (aged 35–50) exploring senior living options for their parents or relatives.

Step 2 → Identify Complementary Products Used by ICP

Complementary Services for Seniors and HNIs:

1. Luxury Credit Cards (HNI Segments):
2. • Axis Reserve Credit Card: Offers premium lifestyle benefits like curated stays and concierge services.
   • HDFC Infinia Credit Card: Exclusive dining, luxury travel perks, and curated experiences.
   • SBI Aurum Card: Tailored rewards for affluent customers, ideal for lifestyle partnerships.
3. Grocery & Medicine Delivery:
4. • BigBasket: Subscription-based grocery services for recurring orders.
   • Tata 1mg: Medicine subscriptions and preventive healthcare packages.
5. Emergency & Health Monitoring:
6. • StanPlus: Emergency ambulance services with a guaranteed response time.
   • JioHealthHub: Wearables and panic buttons for real-time health monitoring.
7. Mobility Services for Seniors:
8. • Uber Assist: Door-to-door transportation with trained drivers.
   • Ola Rentals: Flexible, senior-friendly ride options for doctor visits or leisure trips.
9. Wellness & Recreation:
10. • Portea: At-home physiotherapy and wellness sessions.
    • Cult.fit: Yoga, meditation, and fitness programs tailored for seniors.

Step 3 → Evaluate Interaction Frequency & Importance

Step 4 → Collaborate with Necessary Stakeholders

Credit Card Partnerships (Axis Reserve or HDFC Infinia):

• Offer “Exclusive Weekend Stay” Packages:
• • HNI cardholders can redeem their points or access a free weekend trial at Primus Senior Living to experience the amenities.
  • Potential positioning: “Experience Luxury Living for Your Loved Ones—Redeem Your Axis Points Today.”

Grocery & Medicine Delivery (BigBasket, Tata 1mg):

• Provide subscription models for recurring orders tailored to the needs of Primus residents.

Mobility Services (Uber Assist):

• Enable pre-scheduled transport for doctor visits, shopping trips, and cultural outings directly through the Primus app.

Wellness Services (Cult.fit, Portea):

• Curate exclusive wellness packages including yoga sessions, fitness tracking, and physiotherapy plans for seniors.

Step 5 → Map the Customer Journey

Example 1: Axis Credit Card Weekend Trial

1. Discovery:
2. • Axis Reserve cardholders see an exclusive offer: “Enjoy a Weekend of Care and Luxury at Primus Senior Living.”
3. Engagement:
4. • Users redeem points through the Axis app or portal to book the experience.
5. Conversion:
6. • Families visit Primus, experience the services, and receive follow-up calls post-visit for long-term engagement.

Example 2: BigBasket Grocery Delivery

1. Discovery:
2. • Residents are introduced to “Primus Essentials Delivered to Your Doorstep” in the onboarding guide.
3. Engagement:
4. • One-click pre-configured orders for recurring groceries.
5. Retention:
6. • Automated reminders for essential items to streamline resident convenience.

Step 6 → Design the Wireframe

1. Axis Credit Card Integration:
2. • Dedicated section in the Primus app for “Exclusive HNI Offers.”
   • Flow: Select Offer → Redeem Points via Axis → Confirm Stay Dates.
3. Dashboard Categories in Primus App:
4. • “Health & Safety”: Access to panic button setup and health monitoring.
   • “Daily Essentials”: Integration with BigBasket and Tata 1mg.
   • “Stay Active”: Schedule wellness sessions with Portea or Cult.fit.
   • “Experience Primus”: Redeem Axis points for a trial stay.

Step 7 → Run Pilot Tests

Example: Credit Card Weekend Trial

• Goal: Drive new inquiries and visits to Primus.
• Metrics:
• • Number of cardholders who redeem the offer.
  • Conversion rate from trial to permanent residents.
  • Family satisfaction with the weekend experience.

Example: Wellness Integration (Cult.fit & Portea)

• Goal: Enhance engagement with wellness services.
• Metrics:
• • Number of wellness bookings through the app.
  • Resident satisfaction scores post-session.

Step 8 → Measure Post-Integration Metrics

(For B2B companies, if referral does not make sense you'll take a crack at a partner program for your product)

​

Step 1 → Flesh out the referral/partner program
Step 2 → Draw raw frames on a piece of paper to get the gist.​

(Don't spend a lot of time on design. This is for you to communicate how the referral hook will look)​

​

Step 1 → Flesh Out the Referral/Partner Program

Referral Program Overview

1. Simple incentives: Rent credits, cash-back, or exclusive trial stays for every referral.
2. Targeted sharing options: Sharing through WhatsApp, email, and social media with pre-written messages.
3. Tiered rewards system: Encouraging continuous referrals by increasing rewards based on the number of successful referrals.

Core Elements

1. Referral Flow:
2. • Resident or family member experiences a key “AHA moment” (e.g., positive feedback, successful event participation).
   • Triggered prompt in the Primus app (“Loved your experience? Invite others and earn ₹5,000 rent credit!”).
   • User clicks the “Refer Now” button, generates a unique referral link, and shares it via their preferred channel.
3. Incentives:
4. • First Referral: ₹5,000 rent credit or cash-back.
   • Third Referral: Complimentary wellness package (e.g., yoga or physiotherapy sessions).
   • Fifth Referral: ₹10,000 rent credit or exclusive dining experience.
5. Channels:
6. • WhatsApp: Direct, personalized sharing.
   • Email: Professional, detailed referral invites.
   • Social Media: Posts with visually engaging referral benefits.
7. Tracking Referrals:
8. • Dedicated Referral Dashboard in the Primus app:
   • • Number of referrals made.
     • Status of referrals (pending, successful).
     • Rewards earned and redeemed.
9. Referral Landing Page for Non-Users:
10. • Highlights:
    • • “Discover a Luxury Lifestyle Tailored for Seniors.”
      • Benefits of Primus: care, community, wellness.
      • Clear CTA: “Sign up for a trial stay with ₹5,000 off!”
    • Testimonials and a video walkthrough of the Primus experience.

Example Campaigns

1. Campaign Name: “Share the Gift of Care”
2. • “Loved your time at Primus? Refer a friend and earn ₹5,000 rent credit!”
3. Seasonal Push: “Celebrate Togetherness This New Year”
4. • “Earn double rewards for every referral this month. Share now!”

Step 2 → Raw Frames (Wireframes for the Referral Program)

Frame 1: In-App Prompt (Trigger Point)

• Location: After positive feedback or a completed milestone (e.g., wellness activity).
• Content:
• • “Loved your Primus experience? Share it with others and earn rewards!”
  • Button: “Refer Now”.

Frame 2: Referral Dashboard

• Tabs:
• • “Your Referrals”: Shows active referrals and progress.
  • “Rewards”: Tracks earned rewards and redemption options.
• Content:
• • List of referred friends and their referral statuses (Pending/Successful).
  • Total rewards available.

Frame 3: Sharing Screen

• Content:
• • “Share your unique referral link and earn ₹5,000 rent credit!”
  • Buttons:
  • • Share via WhatsApp.
    • Share via Email.
    • Copy Link.

Frame 4: Referral Landing Page for Non-Users

• Hero Section:
• • Headline: “Discover a Luxury Lifestyle Tailored for You”.
  • Subheading: “Sign up now and enjoy ₹5,000 off your first stay.”
  • CTA Button: “Book Your Trial Stay”.
• Below the Fold:
• Features: Wellness programs, gourmet meals, 24/7 security.
  • Testimonials: “My parents’ quality of life has improved dramatically!”

​we hope this helped you break the cold start problem!

Reminder: This is not the only format to follow, feel free to edit it as you wish!