Go To Market Project | Shoffr

Project On Lean GTM

Lean GTMs are the ones that are BAU, that you do once or twice in a month:

OKR Impact : Low
Time: Constraint
Effort: Low
Frequency: 1-2/Month

Pre- GTM

Step 1: Problem & Context

Shoffr is a Bengaluru based EV cab service. What started out as "Airport Taxi Service" has now evolved into 3 categories;

Airport Taxi Service - Constituting the majority of its business
City Rental - Targeting corporates who have to go around the city for meetings
Outstation - Designed for families for weekend getaways

It's 13th October. The corporate city rentals is recently launched. My OKR is onboard 300 companies to book at least 12000 bookings by the end of the financial year. The month of October has a target of 1500 city rental bookings. I have projected 1200 bookings with our existing corporate client base. There is delta of 300 bookings to be achieved in 17 days

Step 2 : Goal

300 Bookings (X) in 17 Days (Y) From Daily Rental Category (Y)

Step 3 : Input Levers

For achieving the Goal
--> Onboard New Corporates --> Leads to 4/5 New rides in 15 Days Per Corporate

--> Activate Existing Parnerships --> Can Lead to 10 extra bookings from them.

--> User base of 100k --> Leads to referral to their respective corporates

New Corporate Onboarding (BAU, Not creating strategy for this)

Clients - 10

Reachout - 50 (20% conversion)

Bookings - 30

Existing Partnerships

Existing Clients - 25

Bookings - 250

Referral Onboarding

Clients - 10

Bookings - 20

Total Booking --> 300

Step 4 : The Users & Segmentation

MNC/Startups
>200 People
CXOs
Senior Leadership
Administration / HR / EA
Hotels
5 Star and above
Travel Desk

Step 5 : Channels and Distributions

Partnerships

Goal	Reachout to existing partnerships and push for more bookings
List Of Partners	ICP 1 : MNCs ICP 2 : Hotels
GTM Campaigns	For ICP 1 "Your Customers/Clients Going Away For Diwali? Worry not, You do the scheduling of meetings, we will take you around the city. Book City Rentals with Shoffr and get last hour of your booking from us. For ICP 2 "Welcome To Bengaluru Short Trip, lots of meetings and no time to wait, right? Get a Chauffer of your own for the day from Shoffr. We will drop you back at the airport at a special price!"
GTM Channel Selection	For ICP 1 1. Emails 2. Whatsapp Messages For ICP 2 1. Standees In Partner Hotels 2. Pamplets/Digital screen at Travel Desk
Timelines	15 Days

Referral

Goal	Get Leads of Corporates/startups to onboard
Who will you ask	100k existing B2C customers
How will they discover	Whatsapp Email In App Notification
How will they share?	A CRM form - Name Of The Company - Admin/HR reference and contact - Customer ID
Referral Program	Refer Your Company's Admin/HR and get access to our Priority Program. Priority Program : If You Book a cab at least a day prior, you will get: - Top Priority For Cabs - 5% Discount on Outstation Cabs - Access to more goodies in your cab
Timeline	10 Days

Step 6 : Project Planning

Task	Owner	Deadline
Collect List Of Existing Partners	MIS Team	14th October
Collect List Of Existing Userbase	MIS Team	14th October
Design Campaigns	Design Team	14th October
Design Collaterals	Design Team	14th October
Print Collaterals	Content/Marketing Team	16th October
Push Messaging	Content Team	15th October
Create CRM Forms	Tech Team	15th October
Collect Leads	Tech Team/ Sales Team	25th October
Schedule Meetings	Sales Team	25th October

Step 7 : Cross Fuctional Alignment

Tech Team & Sales Team - Create a CRM Form and access to the leads coming in for the Sales team
Marketing, Design and Content Team - Create Collaterals and content for the Collaterals
Marketing Team & Tech Team - To push out Notifications
Sales, Operations and Tech Team - To deliver the promised offer/program to the customers

During GTM

Step 1 : Milestones

Milestone for ICP 1

Number of Bookings - 70% - By 25th October

Milestone for ICP 2

Referrals recieved - 50% - By 25th October

Step 2 : Analyse & Communicate

Scenario : If the trajectory is not going towards the desired target by 20th October

Action : Change the communication and/or increase the discount

Communicate : With Sales, MIS and Marketing team to react to the changes quickly. Daily Catch up of 10 mins on the new campaigns

Post GTM

Step 1 : User Calls

Call users to understand;

What worked
Were the expectations matched
Did the discount or program work seamlessly
What more is expected from Shoffr

Step 2 : Look At Data

Collate data on referal program

Analyse the impact of the "Priority Program" post the campaign, does it lead to more normal bookings on Shoffr

Step 3 : Debrief

Document to the Founder, Sales, Marketing and Product Head. Stating the effects of Priority program and schedule a brainstorming session on how it can be done on a larger scale.
Also mention if the strategy worked, why did it work and if not, then why not. What are the ways that can be looked at do make it better the next time.