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!)

"What if you could try the best beauty, grooming, and lifestyle products—before spending a dime? That’s Smytten. We’ve revolutionized sampling in India, letting consumers discover premium products through risk-free trials, while helping brands turn samplers into loyal buyers

We’re not just India’s favorite sampling platform; we’re also leveraging Smytten Pulse AI to predict what consumers will love next.

We predict trends and personalize recommendations, making discovery smarter than ever. Want to see how sampling can drive your next big decision?"

(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

(Put down your ICP’s in a Table Format. A tabular format makes it super clear for anyone to understand who your users are and what differentiates them)

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 an ICP prioritization table)

(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)

What We Do:
Smytten is India’s leading try-before-you-buy platform, empowering consumers to discover and test premium beauty, wellness, health, food & beverage, and lifestyle products—risk-free. For just ₹250, users can curate a trial box with up to 6 samples, enjoy 100% cashback as redeemable credits, and use them toward full-size purchases on Smytten’s e-commerce platform.

1. Risk-Free Trials – Pay just ₹250, pick 6 samples you actually want, and get 100% cashback as redeemable credits—so trials feel free.
   ✅ Curated Discovery – No more random samples. Choose from 5,000+ products across beauty, skincare, health supplements, snacks, beverages, and more.
   No Buyer’s Remorse – Only buy full sizes of what you know works.

Problem We Solve:

1. For Consumers:
2. • Eliminates purchase anxiety – No more wasting money on products that don’t work. Try first, buy what you love.
   • Democratizes premium access – Affordable trials (₹250 → redeemable) make luxury and niche brands accessible.
   • No Reliable Way to Test – Traditional sampling (freebies in magazines or stores) is random, inconsistent, and rarely matches what shoppers actually want.
   • E-commerce Returns Are Painful – Even if a product can be returned, the hassle of repackaging and waiting for refunds kills the experience.
3. For Brands:
4. • Replaces wasteful traditional sampling (e.g., random mall giveaways) with a high-intent, data-rich platform that converts trials into sales.
   • AI-driven decision-making – Smytten Pulse AI provides real-time insights on trends, sentiment, and competitor benchmarks to optimize marketing and R&D.

Why It’s Unique:

• Largest Trial Ecosystem: 5,000+ samples across beauty, wellness, health, F&B, and more.
• Seamless Commerce Loop: Trials → feedback → full-size purchases (with 20% conversion rate, 2X industry avg).
• Omnichannel Reach: Online + offline "Trial Parks" for immersive discovery.
• Brand Growth Engine: AI-powered ad solutions + research SaaS (Smytten Pulse) cut CAC by 50%+ and speed insights 5X faster.

Result:
A closed-loop discovery platform where consumers shop fearlessly, and brands acquire loyal customers smarter, faster, and cheaper.

(Let's begin by doing a basic competitor analysis in a tabular format considering all the parameters for your product and its competitors)

(Then let's try to understand the market at a macro level and evaluate the trends and tailwinds/headwinds.)

Now it’s time for some math, calculate the size of your market.

TAM = Total no. of potential customers x Average Revenue Per Customer (ARPU)
SAM = TAM x Target Market Segment (percentage of the total market)
SOM = SAM x Market Penetration/Share

TAM

Total TAM (India, 2026): ~$18.5B
Global TAM (2026): ~$90B

SAM

Total SAM (India, 2026): $2.7B
Assumption: Excludes mass-market/FMCG (traditional sampling) and offline-only brands.

SOM

Total SOM (India, 2026): $200M
Assumption: Aligns with Smytten’s growth trajectory (120% YoY, Slide 12) and 75% repeat engagement.

Designing Acquisition Channel

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

​

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.)

Root Causes of Failures

1. SEO: Focus on top-funnel content (blogs) without clear CTAs to app downloads.
2. Social Media: Engagement ≠ conversions; no incentive to leave platforms.
3. Community: Manual effort outweighs growth impact.
4. App Store: Over-indexed on beauty, missing wellness/F&B keywords.

New Organic Growth Strategies

1. SEO & Content Loops

Problem: Blog readers don’t convert.
Fix:

• Embed app referral links in blogs (e.g., "Get your trial box here").
• Create interactive content: Quizzes ("Which trial box suits you?") → Capture emails → Retarget.
• Target long-tail keywords: "Affordable health supplement samples in India."

Expected Impact:

• 20% increase in app sign-ups from organic traffic.

2. Social Media → App Funnels

Problem: Engagement stays on-platform.
Fix:

• Link in Bio 2.0: Use tools like Linktree to showcase trial offers + app CTA.
• Incentivized UGC: "Post a trial unboxing → Get ₹50 cashback."
• Shorts/Reels: Quick tutorials ("How to redeem your ₹250 trial credit").

Expected Impact:

• 15% higher CTR to app store.

3. Scalable Community Building

Problem: Manual moderation limits growth.
Fix:

• Automated rewards: Discord/Telegram bots for points (e.g., "Share feedback → Earn credits").
• Brand ambassador program: Power users earn commissions for referrals.

Expected Impact:

• 2X referral-driven sign-ups.

4. App Store Expansion

Problem: Limited to beauty keywords.
Fix:

• Optimize for wellness/F&B: "Protein sample kits," "healthy snack trials."
• Leverage ratings: Prompt users post-trial ("Rate us for extra cashback").

Expected Impact:

• 30% more non-beauty installs.

(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

• CAC: ₹150–200 (vs. industry ₹700–900) (Slide 6).
• LTV: ~₹1,200 (assumes 3 full-size purchases post-trial at ₹400 margin).
  CAC:LTV Ratio: 1:6 (Healthy; benchmark is 1:3).
  Decision: Proceed with paid ads—scaling is justified.

Step 2

Primary ICPs:

1. Consumers:
2. • Demographics: Women 18–35, Tier 1–2 cities.
   • Psychographics: Beauty/wellness enthusiasts, value-conscious, prefer trying before buying.
   • Behavioral: Active on Instagram/YouTube, shop via Meesho/Nykaa.
3. Brands:
4. • D2C beauty/wellness brands with minimum ₹10–50L marketing budgets.

Priority Channels:

Step 4

Core Messaging:

• For Consumers:
  *"Why buy before trying? Get 6 premium beauty/wellness samples for ₹250—100% cashback on your first order!"*
• For Brands:
  "Acquire high-intent customers at 1/3rd the cost of traditional sampling. Smytten’s AI-driven trials convert 20% to full-size buyers."

Step 5

Step 6

Creative 1 (UGC Video Ad):

• Format: 15-second Instagram Reel.
• Script:
  "I never buy blind anymore! With Smytten, I try 6 products for ₹250, get cashback, and only buy what I love. #TryBeforeYouBuy"
• Visual: Unboxing + app download CTA.

Creative 2 (Carousel Ad for Brands):

• Slide 1: "Spending ₹500+ to acquire customers?"
• Slide 2: "Smytten’s trials convert at ₹150 CAC (verified)."
• Slide 3: "20% sample-to-purchase rate (industry avg: 5%)."
• CTA: "Partner with us →"

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

​

Step 1 → Identify complementary products used by your ICP

Ideal Customer Profile (ICP):

• Demographics: Women 18–35, Tier 1–2 cities, tech-savvy.
• Behavior: Shops online for beauty, wellness, F&B; uses health/fitness apps, payment wallets, and social commerce platforms.

Complementary Products/Services:

1. Health/Fitness Apps (e.g., Curefit, HealthifyMe)
2. Payment Wallets (e.g., Paytm, PhonePe)
3. Social Commerce (e.g., Meesho, Instagram Shopping)
4. Beauty Aggregators (e.g., Nykaa, Purplle)
5. Food Delivery (e.g., Swiggy Instamart, Zepto)
6. Loyalty Programs (e.g., Paytm Rewards, Amazon Pay)

Step 2 → Use the selection framework and compare the potential integrations it in a tabular form.

Step 2: Integration Selection Framework

Evaluation Criteria:

• Strategic Fit: Alignment with Smytten’s trial-to-purchase journey.
• User Overlap: Shared ICP with Smytten.
• Ease of Integration: API availability, partnership complexity.
• Growth Impact: Potential to drive trials, conversions, or retention.

Step 3 → Collaborate with necessary stakeholders
Step 4 → Map the customer journey
Step 3 → Design the wireframe with the new integration
Step 3 → Run pilot tests before launching
Step 3 → Measure post-integration metrics

P1: High-Impact, High-Fit

1. Curefit/HealthifyMe
2. • Tactic: Offer "Free Smytten Trial Box" with annual subscription.
   • Outcome: Access to health-focused users → cross-sell wellness samples.
3. Meesho/Instagram Shopping
4. • Tactic: Embed Smytten trials as "add-ons" in social commerce orders.
   • Outcome: Viral sampling via social buyers.

P2: Medium-Impact, Scalable

3. Paytm/PhonePe
4. • Tactic: "Cashback on Smytten trials" via payment wallet promotions.
   • Outcome: Boost trial sign-ups via payment traffic

(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)​

​

• All registered Smytten users are automatically enrolled.
• Referral codes/links are available inside the app and website.

How It Works

🔗 Step 1: Share Your Referral Code

• Each user gets a unique referral code/link.
• Can be shared via WhatsApp, Instagram, email, SMS, or directly from the app.

🎁 Step 2: Friend Joins Using Your Code

• The referred user must sign up via the referral link or enter the referral code during registration.

🧴 Step 3: Referred User Gets Free Trial Points

• New users get ₹199 worth of trial points or 6 trial points (as per current model).
• Additionally, they get free shipping on their first trial order.

💸 Step 4: Referrer Gets Rewarded

• Once the referred user places their first order (trial or paid), the referrer gets:
• • ₹50 wallet cashback, or
  • 5 trial points, or
  • ₹100 off coupon for purchases over ₹499
• Bonus: Refer 5 friends and get an extra ₹250 wallet bonus or exclusive brand freebies.

Marketing Campaign Ideas

• “Refer 3 Friends, Get a Mystery Trial Box”
• Social challenges: “Screenshot your rewards, tag us, and win bonus points.”
• Limited-time multipliers: “Double rewards this week only!”

Referrer journey

​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!