🎯 Go to Market project | Swish Club

🎯

Go to Market project | Swish Club

Understand

Swish Club, is India's first "Employee Savings Platform". It offers lifestyle, tax, and utility savings, all in one place. It provides exclusive and direct-to-employee super-saving offers on the entire catalogue with effortless integration for the companies.

Mr. Dushyant Sapre started Swish Club in 2023, with 2 co-founders, Jay Anand and Suraj Kumar. Within 6 months of launch in 2024, they have partnered with 125+ brands, serving 100+ customers, and adding value to the employees.

Mission

Swish Club's mission is to partner with the fastest growing startups to the largest of the enterprises across the country and help them elevate the employee experience. .

Funding

Swish Club has raised a total funding of $1.26M in their seed round by Powerhouse Ventures, Touchstone Group, and others.

What's in it for the company?

Screenshot 2024-10-18 000728.png

What's in it for an employee?

Screenshot 2024-10-17 234741.png

About the Product

swish club X jar.jpeg

Offerings:

Exclusive discounts: Up to 25% in savings (more than any other platform), for employees of the partnered companies, on purchase of any product from their e-commerce app.
Tax saving products: Travel (at 0% convenience), Wellness, Product lease) - Launching soon!

Employee lease program: Simplifying employees' finances with easy instalments directly deducted from their paychecks, helping them save on taxes.

No financial commitment from the company is required, all hassle is handled by Swish Club, even customer support.

Pre-GTM

Step 1: Define the problem & the context

It's 1st August, and festive season is coming up, with the launch of the e-commerce application for employees, we are observing a limited no. of employees onboarding on the platform, thus we need to increase the number of employees onboarding and transacting on the platform.

Step 2: Define the goal

Increase employee penetration (no. of employees using the e-commerce app) on the e-commerce platform by 10% in 3 months.

Step 3: List down all the input levers to that goal.

Assumptions:

Partner companies: 100

Avg Employee/company: 1000

Total no. of employees (users): 1,00,000

Current downloads: 10,000

Target: 20,000 (in 1 month)

Strategy

Introduce gift cards for the companies to reward their employees, perfect for any gifting needs.

Launch: 1L (users/impressions across 100 partner companies)

Conversion: 10% (high considering the festive and gifting season coming up)

No. of new users: 10,000

Step 4: The users (ICPs)

	ICP 1	ICP 2	ICP 3
Name	Archana	Vishal	Devansh
Industry	Any	Any	Any
Company Stage	Large enterprises	Series C to mature	Seed to series B
Role/Position	CHRO, Head of rewards, VP HR, Executive Assisstant etc	HR Heads	Founders
Age	30-50	30-50	20-45
City	Tier 1 and 2	Tier 1 and 2	Tier 1 and 2
Reporting structure	CEO or HR Head	CEO or HR Head	NA
Communication platforms used	Microsoft, Google, Slack, Zoom	Slack, Google	Slack, WhatsApp, Google
Platforms they spend time on	PPT, Excel, Doc, vary a lot	PPT, Excel, Doc, vary alot	PPT, Excel, Doc, vary alot
Pain points	Adoption of rewards as employees do not use them and forget about them.	High effort to find gifting options and get the employees to do it and get involved	Low-cost and easy to execute options to reward employees
Frequency of rewards	Every quarter and festives	Primarily during festives	Primarily during festives
JTBD	Functional - High value for employees with the intent to show that the organisation cares	Functional - High value for employees with the intent to show that the organisation cares	Functional - High value for employees with the intent to show that the organisation cared Financial - Low-cost and easy to implement options for employees

Step 5: User Segmentation

Note: Categorise your users for personalisation of content, offers, products pitches, flow changes etc. This is dependant on the context of your GTM.

In this GTM, the product flow and marketing content will be universal.

Sales communication to the companies will be as follows:

ICP 1: It's time to nurture your relationship with the team this festive season, to show that you truly care. Send them gift cards of your favourite brands this season.
ICP 2: It's time to nurture your relationship with the team this festive season, to show that you truly care. Send them gift cards of your favourite brands this season.
ICP 3: Easy rewards this Diwali, with no hassle. Share gift cards of your favourite brands to your team.

Step 6: Channel and distribution documents

Prepare the documents for the different levers/ teams/ stakeholders.

Sample document: To be shared to the team for reference and alignment

(similar document for other departments to be created)

Structure	Description
Goal	Launch gift cards to increase employee penetration on the e-commerce platform.
OKR Alignment	This launch will increase the penetration by 10%, contributing to the overall GMV.
Our ICPs	All
User Stories	How this feature should be discovered: Landing page and category section
Mockups	Design prototypes of the app and the user flow, samples have been added for reference.
Timelines	Launch: 15 days before Diwali. Test launch (T-7)
Channels	Launch communication: 1. In-app - at launch, on festive days 2. Pop-up - 1 time
Messaging	Confused what to gift your loved ones? Let them order from their favourite brands.

Mockups Samples:

Swish Club Mockups.pdf

Step 7: Project planning

Keeping 2.5 months as time to launch.

Owner	Task	Milestone & Timeline
Partnerships	Gather partnerships for gift cards	T-70: Proposal check and POA T-60: Check-in 1 T-45: Check in 2 T-30: All agreements and partnerships to list for decided target should be closed
Product	Define the user flow, get the product built & tested.	T-65: User flow should be completed and approved T-30: Development should be complete T-15: Testing + improvements T-10: Get launch content, notification work complete
Design	Gift Card and UI Marketing	T-55: UI should be completed T-10: Pre-buzz + launch social media creatives should be complete
Marketing	Communication plan Content Launch	T-30: Share the social media launch plan T-10: Verify the content T-7: Pre-buzz launch T: Go-live
Sales	Communicate to the clients	T-7: Notify + pre-buzz launch share T: Go-live
Project POC	Hygiene - Operations, Support, Legal, Coordination	By T-10: All SOPs, verifications, support training should be done.

Step 8: Cross-functional alignment

What: Approval on identified gap, and to proceed to identify solutions and evaluate the potential impact.

Who: Manager

When: T-100

What: Strategic alignment on the solution (understand + define)

Who: Manager, CC: Cross-team managers

When: Timeline: T-85

What: Project scoping and GTM plan

Who: Cross team peers, CC: Cross-team managers, Manager

When: T-80

What: Project update

Who: Manager and Cross-team managers

When: Every 15 days (written)

During-GTM

Step 1: Set Milestones

Metrics to track:

1. No. of partners informed

2. No. of inbound post-launch

3. Increase in downloads

4. No. gift card purchases

5. % of gift cards being used

Sales team should be prepared with a plan to communicate the information at different intervals to the employees through clients, to ensure we reach the target.

Step 2: Analyse & Communicate

Analyse metrics and funnel data with respect to the launch. Apart from this communicate to your stakeholders on the milestones. JTBD is to share the launch and milestones.

Post-GTM

Step 1: Impact Analysis

Make note of all quantitative and qualitative learnings in one place. Validate or invalidate the assumptions, insights, actions, etc, by:

1. Talking to users
2. Analyse data

Example:

1. If you assumed, users are more likely to become active when partners initiate a gifting process. Speak to users to understand why they bought/ didn’t buy. Validate all hypothesis

2. If you assumed, a 10% conversion for onboarding, were you right? is it higher? is it lower? what worked or didn’t work?

Sustainenace Plan

Notifications during the festive season or similar gifting occasions.

Example: Secret Santa

Step 3: Debrief

Structure:

Goal
Milestone - Status
Learnings
Next steps

Additional feedback from user calls:

1. Can improve on the communication of the values the employees can potentially get, so that they understand the "how" part also.

2. Improve the pitch so that the POC (eg - HR) can know how this will benefit in fulfilling their OKR (Objective: to ensure Swish Club becomes a priority for them to close in the company)

3. Pricing after applying card discounts seems to be better on other e-commerce platforms, which needs to be resolved, if we are claiming that our prices are lowest in the market.