Introduction to Shiprocket Amplify

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Shiprocket Amplify is a platform aims to simplifies influencer marketing, making it accessible and cost-effective for businesses of all sizes, starting at just ₹5000.

It is a Joint Venture Between Shiprocket (India’s Biggest D2C Enabler) and OneImpression (India most advanced & trusted influencer marketing platform). This platform designed to transform the way eCommerce/D2C businesses engage with influencer marketing. It offers a unique opportunity for brands to connect with over 7 million influencers, enhancing brand visibility and driving sales.

The platform provides a seamless process from selecting products, choosing plans, initiating campaigns, and monitoring performance, all with the goal of maximising ROI. With its focus on top-rated creators, relatable content, and comprehensive campaign tracking, it empowers brands to make data-driven decisions and own the rights to the content created.

Currently during the PMF Stage this Product was being offered within the Shiprocket Ecosystem to test its viability.

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USP of Amplify​

• Influencer Marketing
• Video Content for Website & Advertisement
• Budget Marketing Channel for SMBs

Current Acquisition Channel

Currently the product is being offered within the existing sellers of Shiprocket. The seller are getting onboarded via In Panel Nudges (Like Popups, Banners, Email Marketing, Whatsapp Marketing)

ICP of Shiprocket Amplify

Based on 5 User Calls

Small Business E-commerce Entrepreneurs​

• Name: Poonam Aggarwal (Instagram Seller)
• Profile Details: Young entrepreneurs /Founder/ Owner, aged 18-25 years
• Gender: Female (Can be Male)
• Organisational Goals: Establish brand presence, scalable growth
• Role Priorities: Cost-effective marketing, building customer base
• Role in Buying Process: Primary decision-maker
• Reporting Structure: Often solo or small team of 2-3 People
• Preferred Marketing Channels: Social media, Whatsapp, Email, Digital ads
• Products Used in Workplace: Post scheduler like Hootsuite, Image or Video Editing like Canva, E-commerce platforms, basic analytics tools
• Where They Spend Time: Social media, networking events, online e-commerce forums
• Volume of Shipment: Low to moderate (50-250 shipments per month)
• Channel of Distribution: Primarily Social Media like Instagram page or personal websites
• Current Influencer Marketing: Likely engage with local or less-known influencers due to budget constraints. Focus on organic social media growth
• • Challenges & Pain Point
  • • Limited budget
    • Lack of marketing expertise
    • Difficulty in measuring marketing ROI
    • Lack of connections with influential personalities
  • Influencers:
  • • Digital marketing Influencers
    • Successful peers in the e-commerce community
    • Micro-influencers in their industry
  • Blockers:
  • • Skeptical team member

Mid-sized Online Sellers

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• Name: Ajit Gupta (Marketing Manager Faztroo.com)
• Profile Details: Marketing Manager, E-commerce Manager, aged 25-35 years
• Gender: Male (Can Be Female)
• Organisational Goals: Market expansion, brand recognition, customer retention
• Role Priorities: Effective ROI on marketing, Sales
• Role in Buying Process: Key influencer, sometimes decision-maker
• Reporting Structure: Reports to CMO or Business Owner
• Preferred Marketing Channels: Multi-channel including SEM,Paid Marketing (Instagram), SEO, Influencer marketing
• Products Used in Workplace: Advanced analytics and marketing tools, CRM, ERP systems
• Where They Spend Time: Marketing conferences, professional networks, online marketing forums
• Volume of Shipment: Moderate to high (250-1000 shipments per month)
• Channel of Distribution: Multi-channel, including their own websites (Shopify) and marketplaces like Amazon, Flipkart, Meesho
• Current Influencer Marketing: Collaborations with mid-tier influencers. Regular sponsored posts and product reviews. Collabs via Barter or Paying Money
• Challenges & Pain Point
• • Balancing influencer cost with ROI
  • Finding influencers that align with brand values
  • Finding the Right Price to Right Influencer
  • Balancing budget with influencer costs
  • Maintaining brand consistency
  • No Direct ROI
  • Limited contact of Influencers
  • Costly Solutions because of Less Frequency
  • Trust Issues with Influencer
• Influencers:
• • Senior marketing executives.
  • Industry thought leaders and successful D2C Owners
  • Marketing team members who are advocates for innovative strategies.
• Blockers:
• • Finance heads concerned about Budget.

Market Sizing for Shiprocket Amplify

Total Addressable Market (TAM)

Considering Following Data Points

• Total D2C Shipments: 500 Million
• SMB Contribution: 30%
• Average Order Value (AOV): $20
• Marketing Spends as a percentage of AOV: 25%
• Total Marketing Spend: Total Shipments * SMB Contribution * AOV * Marketing Spends
• Influencer Marketing Budget: 20% of Total Marketing Spend

TAM: 500 * 30% * 20 * 25% * 20% = $150 Million

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Total TAM for Amplify is $150 Million

Serviceable Available Market (SAM)

Since in Phase - 1 our we want to focus on Shiprocket Ecosystem

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Shiprocket Market Share in D2C Shipment: 20%

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SAM Calculation: 20% of TAM = 20% of $150 million = $30 million

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​ Total SAM for Amplify is $30 Million​

Serviceable Obtainable Market (SOM)

Market Share Projection: Assuming Amplify can capture 20% of the SAM in the initial years

• SOM Calculation: 10% of SAM = 20% of $30 million = $6 million

​ Total SOM for Amplify is $6 Million​

Core Value Proposition of Amplify

Empower D2C sellers with efficient influencer marketing and Quality Content

Experiments to be Run

Referral Program

Current Referral and Partner Programs

Brag-worthy thing about Amplify: Ease of doing Influencer Marketing at Minimal cost.

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Existing Referral Programs:

Shiprocket does have it own referal program but for Amplify there is no existing Referral Programs. The one which exist is not working very well. Reason for the same:

• Lack of Awraness
• Low Incentives

Referral System Design

Rewards/Platform Currency

• Shiprocket Credits: Since Shiprocket is widely used among D2C Sellers and it has various use case, Shiprocket Platform credits will be a perfect Currency for the Platform. For every successful referal we should give seller 500 Shiprocket credits
• Free Reels: Based on the Number of successful referral (Let Say 5) we should give seller will get a Free Reel
• Plan Upgrade: On successful 10 referal we should upgrade the Plan of the Seller by one level on Shiprocket
• Mega Creator Reel: If Seller complete 20 successful referral we should give seller a Mega Creator Reel Worth Rs 100000
  

When and How to Push for Referral Program

Happy/AHA Moments for Our Sellers: We have 2 AHA Moments, when first reel of the camapign is delivered. And Campaign is completed with Targetted Numbers

Awareness Medium for our Referral Medium:

Off the Panel i.e. Via Whatsapp/Email: Since Whatsapp is main we can utilise that to tell the world above our referral program.

Sample Whatsapp Msg

(Initial Msg) (On Succesful review - Share Referral Program)

On the Panel via Popups: These Popup Should be displayed once a seller campaign is Live

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Referral Page Access:

Make Referral Program more visible, In Profile Acess

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Referral Program Page

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Paid Marketing

Influencer Marketing for Shiprocket Amplify

Objective: To increase the brand awareness and drive sales for Amplify.

• Target Audience Identification: Focusing on eCommerce businesses, startups, and entrepreneurs in India.
• Influencer Selection Criteria:
• • Influencers with a strong following among the D2C Sellers.
  • Credibility and expertise in eCommerce and digital marketing.
  • Engagement rates and audience interaction levels.
• Campaign Strategies:
• • Utilize influencers to create relatable content that aligns with Amplify Value Proposition.
  • Product demonstrations
  • Use Case based eg: Want quality videos for your advertisements
  • Problem - Solution Based eg: Get Millions of Influencer on your finger tips
• Content Distribution:
• • Primarily focus on platforms like Instagram, considering its high engagement rates for eCommerce seller
  • Utilize stories and reels for dynamic and engaging content.
• Performance Metrics:
• • Track engagement rates
  • Conversion rates
  • Monitor audience growth and brand mentions.

Reasons for Choosing Paid Influencer Marketing:

• Flexibility and Scalability: The variety of influencers and content formats allows for tailored and scalable marketing strategies
• Cost-Effectiveness: Compared to traditional advertising, influencer marketing can be more cost-effective with a potentially higher ROI
• Increased Visibility and Brand Awareness: Influencers can significantly boost brand visibility among targeted audiences
• Authentic Engagement: Influencers create relatable and authentic content that resonates with their followers, leading to higher engagement rates
• Trust and Credibility: Recommendations from trusted influencers can enhance brand credibility and influence purchase decisions
• Aligns with Amplify's Core Services: As an Influencer Marketing Platform, we must engage our customer the way we want them to engage there customer

Product Integrations

Shiprocket Offers wide range of Products to its Seller, Two existing Product Integration which can be very usefull for Amplify Acquastion are:

• Shiprocket Engage+ : It is Whatsapp Based communication solutions for D2C seller. Since buyer uses these products a lots, we can craete Integration of Amplify with Engage to send Videos along with the Communication. Some Sample Usecases are:
• • Intransit Communciation: Logistic tracking Message seems very boring these, we can make them exciting using Product Videos.
    
  • Abandoned Cart:
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Where we can Integrate:

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