Onboarding Strategy for Spinny

SO, after getting the strategy set for Spinny's upcoming customers acquisition to increase its market share in the USED CAR MARKET also known as Pre-owned Car Market for buying and selling the pre-owned cars.

Let's deep dive into the factors for deciding our ICPs:

1. User Interviews 🎤 :
   
   First lets discuss the "Happy Users" of Spinny:
   
   Meet Sachin - A software engineer who lives in Bangalore, 36 years old, married and a father too, lives with his wife and kid. Sachin has been going through lot of issues for reaching office in time, specially after the Covid scenario, when lockdown opened up. Safe travel is a high priority so he wants to buy a budget friendly car.
   
   One day while searching for a budget friendly car buying options, Sachin got to know about the Pre-owned cars buying/selling platform 'Spinny', an app where a user can book a car of his choice for a test drive.
   
   Sachin booked a test drive for 3 cars at his door step, so that he can have a test drive with his wife and kid together to judge with family whether the car suits them or not overall including the driver's(Sachin's comfort) too.
   
   During the test drive, Sachin & his family were impressed with the quality of the car and the details shared and explained by the Spinny team person.
   
   The Spinny finance team member also explained the available easy pre-owned car loans availability and the offers on the loan from Spinny's integration with IDFC like No Cost EMIs.
   
   The next day after having decided which car to buy, Sachin bought the car as per his need and close to satisfying his 'want' to have a car.
   
   Meet Riya - An Interior designer by profession, a young 26 years old woman who lives with her parents in Jaipur and runs her small start-up IntoDes for doing Interior Designing work for clients in North East Rajasthan and Delhi NCR region.
   
   One day, while coming back to her home in Jaipur, her scooter Honda Activa broke down and it was just about to get sunset. Riya got worried as she was coming back home alone from a client whose house was in outskirts of the city area. There she felt the need to have a car which goes well with her need.
   
   Riya started first with the local city based offline used car dealers and finds it difficult to trust them as very hard to know the back history of a used car. She started searching online if any other trusted options available or not? And, she got to know about Spinny.
   
   Then Riya installed the Spinny App and looked for cars which were in her budget as being a young independent woman from a T-2 city her monthly income was not that high like the established Interior Designers of Tier 1 cities. She booked cars of her choices for a door step test drive with her parents.
   
   Post successful test drives, Riya and her parents selected a car and they were happy to know about the 200 point check list from Spinny for the car they were about to buy, and the trust was established after her father did a cross verification from the service centre for car's back track records. So, Riya had her choice car to fulfil her need and sometimes a want to go on a road trip with her parents.
   
   Meet Manpreet - A Sikh Turban Sardarji man, 45 years old, who loves to travel and explore new places. Manpreet is an experienced driver and has always preferred to travel by a car which he owns. He is also into farming industry(agriculture) and drives daily to his farm lands quite far from his home.
   
   Manpreet Singh's car which got old now due to more wear and tear out as being used mostly off road side. So, he decides to first sell his existing car and then buy a used car which can be used roughly as well as for long trips too. He wanted to buy a Soft off-roader car this time but from a used car market.
   
   He tried within his friend circle for a buyer of his old car and for a seller of a pre-owned car which he can buy, but he was not getting a car of his choice in a well condition, preferably as per him to buy. Also, he didn't get the desired price for his old car. So, he looked on internet for safe options and got to know about Spinny and being a cricket fan and seeing the Ads by Sachin Tendulkar, he decided to go ahead and checkout cars at Spinny Park. There he discussed about his old car too and got the Spinny car inspection done then and there and got the quote very close to his desired quote.
   
   He had a test drive of 3-4 cars at the Spinny Park and within a week got the choice car which was fulfilling his needs and desires to drive to off road areas as well as for long trips too.
   
   Now, lets discuss the "NOT so Happy Users" of Spinny:
   
   Meet Dr. Maria - A young doctor who works in Mumbai. Maria is working at the Max hospital and also she works for an NGO who takes care of the orphan kids and old people. She has to travel sometimes to rural areas of nearby Mumbai and Pune and sometimes in Gujarat too. She uses either train or booked cab/taxi for such travels. She likes to visit orphanage and help people by giving medical consultation to them.
   
   She decided to buy a car and due to budget constraint she looked for a pre-owned car. She got to know about Spinny from one of her doctor friend and thus she bought a car of her choice after taking test drives properly.
   
   She got the loan too i.e. half of the amount she paid in cash/online UPIs and for remaining half she went with pre-owned car loan. The loan amount got disbursed but the interest is not what was shared with her during the time of buying. By mistake she selected some other loan while the time of selection and not the loan which was explained to her by the Spinny partner.
   
   According to her, Spinny person who was handling her case got absent on the final day of buying and she was assured that the loan plan selected by her would be opted in but mistakenly another loan got confirmed by her as she was not knowing. The interest amount difference is not that much but still she has to now bear the cost, so she is not happy.
   
   Meet Md. Ashique - A middle-aged man who commutes to his office every day. Md. Ashique has used Spinny for selling his 4 years old car and its been 8 months now but the RC still shows his name which should show the name of the new owner to whom Spinny had sold the car. Due to this, Md. Ashique is still in touch with the Spinny team to know the reason behind this and this had now become an overhead for him. In such cases even the features in Spinny app is not so useful to him.
   
2. 📝 Story Mapping
   

   User	Need	Pain Point	Solution
   Sachin	Budget family car	Unsafe to office commute, cabs not safe for family ride/trips	Spinny's selling pre-owned assured cars with warranty and easy car loans processing.
   Riya	Safe and convenient transportation for independent women in T2, T3 cities/regions.	Unsafe to ride alone on way back to home from remote client house locations	Spinny's giving door step test drives and trust worthy platform to buy car.
   Manpreet	Rough and tough car for offroad + on road travel/long trips. Sell his own old car in good desired price.	Existing car sold well, no post paper work overheads. Buy a pre-owned offroad+on road car in budget	Spinny's car selling and buying platform helped in old car inspection + buying a desired car fulfilling NEED+WANT
   Dr. Maria	A car in budget to travel to remote locations orphanage.	Travelling in train and cab/taxis, cabs hard to get/book. Little high interest rate loan plan got selected and so not happy with the overall more cost on the total amount.	Spinny's team should have given more time and same person should handle the case of a customer.
   Md. Ashique	Selling old car on desired quote/price.	Not getting the trusted buyers as well as desired price value.	Spinny's sell your car platform helped in selling but the post paper work got ruined due to low attention to it from Spinny person.

3. Now finalising Spinny's ICPs

In the product onboarding tear down the Green color points are positive and Red color points are negative.

1- Home screen

2- Clicking on the "View All Cars"

3- Clicking on the Hamburger menu in the top left

4- Clicking on the Sell Car option

Possible Activation Metrics for Spinny:

The activation metrics for Spinny must be premised on the critical actions that show that a user is active on the site and going towards a sale or purchase. Some of the possible metrics are:

User Acquisition:

• Web/App Traffic: Indicates the measure of the number of users who visit the platform.
• User Registrations: Measures the new user accounts created.
• Application Downloads: Measures the application downloads made by the users.

User Engagement:

• Cars Listed and Viewed: Measures the number of car listings viewed by the users.
• Car Purchase Inquiries: Measures how many car inquiries have been sent out by the users.
• Test Drives Booked: Allows an assessment of the number of test drives booked through the platform.
• Average Time Spent on the Platform: This defines the mean duration users stay on the platform.

Conversion:

• Sales of Cars: This measures the rate of sales of cars made via the site.
• Sales Turnover from Cars: Measures the total amount earned through the sale of cars.
• Customer Comments and Ratings: Measures how many customers reviews and subsequent ratings were provided.

Post-Purchase Activation:

• Engagement with After Sales Services: This is a measure of how often after sale services such as insurance, credit and extended warranty are used.
• Customer Referrals: Measures the amount of customers who have been referred by an existing pleased customer.