Bummer GTM
Get 10 lakhs in next 5 dayy
Problem Statement
Bummer needs to get to 11 Cr at least by the end of Financial Year 2023, in between there were many ups and down. As per the Growth projection chart for September by 60L atleast.
With unstablity in market and Meta slowing down Bummer’s revenue is falling and it might need an additional 10 Lakhs to touch base by the end of this month while.
Goal
Get 10 lakhs in next 5 days with similar Performance marketing spend maintaining the AOV of Rs 1200+ while maintaining ROI of atleast 5X ( In case of Usage of retention Channels )
Contraints
- No use of Sale Tag Creatives in acquistion ( No needle to move in acquisition )
- AOV should be Rs 1200+
- No Bugets increase i.e Traffic would remain constant
- No external affilates to be used
- Entire Project cost should be less than 1/3 of the additional revenue generated
- Inventory issues at Female underwear part ( So you can’t use Couple or Female audience segment )
- Per garment cost should never go less than Rs 310
Goal breakdown
Input Levers
As we can’t increase the Ads budget the only way to get to that level of additional revenue is using current Retention channel
Pre Insights
- SMS forms the best channel and most efficiecnt
- Email is currently Unstable
- Whatsapp is expensive so needs to be used effcienctly
- Journeys in general give more than 20K/day daily Run rate
Target to achive | 10 Lakhs |
|---|---|
Per Day Run Rate | 2 Lakhs |
Timeline | 5 Days |
Meta Spends | 50K |
Meta ROAS | 1.8 - 2.1 |
Daily Run Rate (BAU) | 1.6L - 1.7 L |
Delta that needs to cover | 40K - 30K |
Performance Marketing | 50% |
Retention Stack (Adhoc) | 35% |
Retention Stack (Journey) | 15% |
AdHoc Campaigns
Channel | Contribution |
|---|---|
SMS | 85% |
12% | |
WebPush | 3% |
Automation Journey
Event Name | CR |
|---|---|
Add to cart | 6% |
Initiate Checkout | 12% |
Free To Paid | 3% |
Users
→ Existing customer
→ Cutomers who have bought 1/2 Pc of Undie in last 21 Days
→ Customers who have spend more tha Rs 1500
→ Non Purchasers in last 60 days
User Segmentation
User Segment 1: Recent Purchase within 21 D AOV less than 600
Description | Recently bought just one pc of undies for first time from Bummer active user in Product adoption journey by Bummer |
|---|---|
Active Traits | Recently Added product to cart but has bought a pair in last 21 days |
Pitch | Have expericned the comfort of Bummer, It’s the best time to get more Bummer undies at the best price possibel ( Buy more save more ) |
Offer | Flat 30% OFF on any 3 pair of Undies |
User Segment 2 : Order Count 1 + Active User + Amount spend 1200 - 2500
Description | Previous Bummer customer active with bummer ( on site 3X visit in last 21 days ) has spend atleast 1500+ but haven’t purchased in last 90 Days |
|---|---|
Active Traits | 3X Visit in last 21 days with ( ATC/ IC as major event combined ) |
Pitch | {User Name}, your wait is over, you can now get your favourite pair of Bummer undies at Flat 30% OFF on any 3 items. |
No more hestitation, Buy now Save More | | Offer | Flat 30% OFF on any 3 pair of Undies |
User Segment 3 : Order Count 1 + Inactive User + Amount spend 1200 - 2500
Description | Previous Bummer customer but inactive active with bummer |
|---|---|
Active Traits | Few or N/A in last 60 - 90 Days |
Pitch | {User Name}, looks like you need a refresh. |
It has been more than 3 months since you shopped your favourite pair of {Product name} from us.
It’s now time to refresh them with fresh new prints or Repeat them
Rfresh your wardrobe at Flat 30% OFF on any 3 pair of undies from Bummer in
Grab them now | | Offer | Flat 30% OFF on any 3 pair of Undies |
More Exhaustive segments are build using my Sandwich Strategy
Distribution Levers
As the GTM can be only executed by Retention channels so here’s the team that will be involved
- Retention stack team
- Website Team
- Design Team
- Operations
- Customer support
Channel | Contribution |
|---|---|
SMS | 85% |
12% | |
WebPush | 3% |
During GTM
Milestone
Milestone 1 | 8 Lakhs |
|---|---|
Milestone 2 | 10 Laksh |
Task List
Team Communication - Cross Departments with Stakeholder
Results so far
27th - 29th
- Already 6.3L generated in Net revenue with no Performance marketing spends increase
- Revenue from Repeats
CONCLUSION
Goal - Achieved
6.2L attributed Revenue just form Retention channels, no increase in Marketing spends ( In fact the entire market was struggle due to Meta ads outbreak - Power of EnR module 😎 )
ROI
AOV
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