Acquisition Project

Haqdarshak Empowerment Solutions Pvt. Ltd. is a for-profit social enterprise which provides end-to-end government scheme delivery services to create social impact at the last mile. For my acquisition project I have chosen to work on Haqdarshak App which is available on the Play Store for the people of India to learn about, apply for and receive benefit of government schemes.

THE PRODUCT-

• Inputs from Friends/Family-

1. Error occured when 'Send OTP' was clicked.
2. The OTP didn't come instantly.
3. Profile details were not editable.
4. Poor UX/UI
5. The Government links embedded in the App were irresponsive
6. Screening process was long and tedious.
7. Didn't get any eligible schemes.
8. Buffering issues while using the App.

• Haqdarshak on LinkedIn-

1. Hiring Posts- LinkedIn has a lot of hiring posts by Haqdarshak for several roles within the firm.
2. Haqdarshak was featured in posts of localisation of products and services which is chiefly instrumental in creating sustainable social value for local populance.
3. Indus Valley Annual Report 2023- Haqdarshak was mentioned for its social impact creation.
4. 'Sustainablity between Social Protection Systems and Social Welfare Outcomes' LinkedIn Article- Haqdarshak was presented as a body which is protecting people from economic shock.

•Twitter-

1. Shark Tank Ad- Found Haqdarshak featured on Shark Tank India Ad as it came on Shark Tank in the last year.

• Play Store Ratings- 3.0/5 (by 1850 users)

• Play Store Reviews-

1. "OTP Error occured".
2. "Poor UI".
3. "Cannot Modify my Account".
4. "Irresponsive Links".
5. "Cannot edit profile details."
6. "Buffering Issue on Profile Page".

• What does the Haqdarshak App solves for?

The Haqdarshak App solves for the following-

1. Haqdarshak App provides information of over 80 government schemes including the eligibility criteria, documents required and benefits received.
2. Haqdarshak App also provides assistance and guidance for scheme application through its trained agents.
3. Haqdarshak's USP- The screening criteria of the Haqdarshak App helps an individual to all government schemes he/she is eligible by answering a few questions.

• Core Value Propositions-

1. Pain Killers-

a) Convenience- Scheme Information is available at the fingertips.

b) Accessibility- Providing Scheme benefits to the marginalised and down trodden communities living in the most remote villages of the country.

c) Risk Reduction- Scheme application through the Haqdarshak App reduces the risk of rejection of scheme applications as the app enables the customer to apply for schemes which they are actually eligible for under proper guidance of the agents.

2. Gain Creators-

a) Performance- The Haqdarshak App is an effective way of applying for government schemes as compared to applying individually as that might lead to application rejection due to several reasons.

b) Customisation- Our screening will help a customer know schemes that they are eligible for, which is unique to them.

c) Getting the Job Done- Post booking process on the Haqdarshak App helps a customer to meet the agent to discuss which documents are required and which schemes to apply for.

• Product Insights- Based on Google Play Store Reviews, there are following product insights which can be pondered upon-

1. UX/UI needs to be improved.
2. OTP Issues, Edit Profile & Buffering Issues- should be resolved.

THE USER-

• Questionnaire for Users-

1. What does a regular day look like?
2. How did you learn about the Haqdarshak App?
3. Did you sign up the first time you encountered the App?
4. What factors influenced your decision to sign up? (Shark Tank Pitch/ Scheme Need/Others)
5. What features of the Haqdarshak App do you really value?
6. How frequently do you use the App? (Daily/ Once in 3 days/ Once in a week/ Once in a month/ More than a month)
7. What are the problems you faced while using the App?
8. What other Apps do you use in your phone?

• Ideal Customer Profiles (ICPs)-

• ICP Prioritization- Using the prioritisation factors below we can prioritise Workers and MSMEs and Workers as our ICPs.

THE MARKET-

•Google Search for Use Cases- On searching 'Haqdarshak', I found the following-

1. Hqdarshak Official Website
2. Haqdarshak Accounts- LinkedIn, Facebook, Google Play, Instagram, Twitter
3. MIT Solve (Social Impact Solution) - Haqdarshak is featured as a startup which solves for the government schemes.
4. Grassroot Justice Network- Haqdarshak is a member of this network.
5. Pitch Book- Haqdarshak is registered as a profile to share data.
6. Inc 42- Haqdarshak funding news article (Got funding from Innovation Justice Fund)
7. CNBTV News Article- Haqdarshak becomes Social Entrepreneur of the year.
8. Business Line News Article- Haqdarshak Launched Yojana Card
9. Crunch Base- Haqdarshak featured as a social organisation
10. World Economic Forum- Haqdarshak featured as last mile Top50 India.
11. Livemint Article on Haqdarshak- "Helping people claim benefits is good business"
12. Convergence Finance- Convergence granted to Haqdarshak Fund
13. Unreasonable Group- Haqdarshak is a venture
14. DBS Foundation- Haqdarshak is a DBS foundation fellow.
15. Give.do- Haqdarshak is registered as an NGO.
16. Your Story- Haqdarshak is registered as a company.
17. MSME haryana- MOU signed between HESPL and Haryana
18. Catalyst 2030- Haqdarshak is registered as a member of social change community
19. India Filings- Haqdarshak is registered as a startup.
20. Government websites were found- eshram (Social security welfare), bajaj finserv (Indian Govt. schemes), cleartax (List of union government schemes), bank of india(Govt. sponsered schemes), etc.

• Google Search Volumes-

1. Monthly Visits- 4464
2. Monthly Visits Growth- -17.84%
3. Global Traffic Rank- 2857034
4. Monthly rank growth- 7.77%
5. Visit Duration- 33
6. Visit Duration Growth- -70.8%
7. Page View/Visit- 1.77
8. Page Views/Visit Growth- -17.53%
9. Bounce Rate- 56.21%
10. Bounce Rate Growth- 31.73%

• Youtube Use Case Videos-

Apart from this, Haqdarshak has its own youtube channel where there are 1.81k subscribers and 408 videos.

Out of the 408 videos the most popular ones are the following-

1. Yojana Card
2. Scheme Information videos
3. Impact in different States

Top comments have been about-

1. Haqdarshak App not available in J&K and Uttarakhand
2. Request for Hindi Videos.
3. Requests for joining Haqdarshak
4. Requesting to know the way to reach out to Haqdarshak

• Reading Articles-

1. Medium - Haqdarshak has 2 articles on Medium-
2. 1. Indian Angel Investors back Haqdarshak to match needs to government support.
   2. Haqdarshak- Manager/Senior Associate (Job Opening)
3. Other Articles are listed above under Google Search headline.

• Product Hunt & G2- No presence of Haqdarshak on these platforms.

• Crunchbase- Haqdarshak has 2 direct competitors- MyScheme and Umang App. No competitor information on crunch base.

CALCULATE TAM-

I have taken Top Down Approach to calculate TAM for Haqdarshak App. Following is the order that I will follow to calculate the same-

1. Total number of smartphone users in India= 1 billion
2. Total number of android smartphone users in India (95%)= 950000000
3. Government makes Schemes for = 850 million indians
4. Population of prioritised ICPs = 586 million workers and MSMEs.
5. Population % of ICPs which own android phones = 94.95%

TAM for Haqdarshak App= 556,407,000

CALCULATE SAM-

To calculate the Serviceable Addressable Market (SAM) for Haqdarshak App, we need to consider factors such as the target audience for Haqdarshak's services and the extent to which it can effectively reach and serve this audience.

Given:

- Total number of workers and MSMEs (ICPs) = 586 million

- Percentage of ICPs who own Android smartphones ≈ 94.95%

SAM refers to the portion of the TAM that Haqdarshak can realistically target and serve with its services. In this context, we can assume that Haqdarshak aims to reach all Informal and MSMEs workers and enterprises who own Android smartphones and can benefit from its assistance in accessing government welfare schemes and services.

Therefore, the SAM would be equal to the number of ICPs who own Android smartphones:

SAM = Number of ICPs with Android smartphones = 556,407,000

Therefore, the Serviceable Addressable Market (SAM) is approximately 556.1 million prioritized Informal and MSMEs workers and enterprises who own Android smartphones. This represents the portion of the Total Addressable Market (TAM) that Haqdarshak can effectively target and serve with its services.

CALCULATE SOM-

To calculate the Serviceable Obtainable Market (SOM) based on the provided information, we need to consider the potential reach and adoption of Haqdarshak's services among the Serviceable Addressable Market (SAM).

We know that:

- Serviceable Addressable Market (SAM) = 556.1 million prioritized Informal and MSMEs workers and enterprises who own Android smartphones.

The Serviceable Obtainable Market (SOM) represents the portion of the SAM that Haqdarshak can realistically acquire and serve within a certain period.

To estimate the SOM, we need to consider factors such as market penetration, adoption rates, competition, and Haqdarshak's capacity to scale its operations.

Let's assume a hypothetical SOM adoption rate of 20%:

SOM = SAM * Adoption Rate

SOM = 556.1 million * 20%

SOM = 111.22 million

Therefore, the Serviceable Obtainable Market (SOM) based on the provided information and the assumed adoption rate is approximately 111.22 million prioritized Informal and MSMEs workers and enterprises who own Android smartphones. This represents the portion of the Serviceable Addressable Market (SAM) that Haqdarshak can realistically acquire and serve within the defined parameters.

Channel Selection & Experiments-

Haqdarshak App is in Early Scaling Stage and has successfully moved beyond the initial stages of product development and validation and already has 6 lakh users on the app.

Following are the 3 experiments to acquire users from organic channel-

1. Organic-
   
   • Organic Acquisition Channel-1

2. • Organic Acquisition Channel-2

3. • Organic Acquisition Channel -3

2. Content Loops-

• Scheme Information- Haqdarshak has a repository of all government schemes and they are constantly updating their knowledge base. This content can be shared with over 850 million indians across several social media platforms, website, etc.

Following are the 3 experiments to acquire users from content loop channel-

1. Educational Content Loop:

- Haqdarshak creates infographics, videos, and blog posts explaining various government welfare schemes and entitlements on Linkedin and Instagram.

- People access this content on Haqdarshak's website or social media channels (Instagram, LinkedIn, etc) and find it informative.

- People share the content on their own social media accounts, spreading awareness about available welfare schemes.

- Haqdarshak monitors social media for user-generated content related to their posts and reshare relevant user-generated content on their own social media accounts, acknowledging and encouraging user participation

2. Success Stories Content Loop:

- Haqdarshak shares success stories of individuals who have successfully accessed government schemes and benefits through their assistance.

- Followers and beneficiaries engage with these stories, finding them inspiring and relatable.

- Some individuals who have benefited from Haqdarshak's services share their own success stories on social media, tagging Haqdarshak.

- Haqdarshak identifies and reshare these user-generated success stories, highlighting the impact of their work and motivating others to seek assistance.

3. Interactive Q&A Content Loop:

- Haqdarshak conducts live Q&A sessions or posts interactive quizzes related to government schemes and entitlements.

- Followers engage with these posts, asking questions and participating in quizzes to test their knowledge.

- Some followers share screenshots of the Q&A sessions or quiz results on their social media accounts, inviting their friends and followers to join.

- Haqdarshak acknowledges user participation by resharing select screenshots or quiz results on their own social media platforms, fostering a sense of community and learning.

These content loops leverage user engagement and participation to amplify Haqdarshak's reach and impact, while also encouraging individuals to become more informed about available government welfare schemes and services.

3. Product Integrations-

Certainly! Product integrations for Haqdarshak can enhance its offerings and user experience. Here are some potential product integration ideas:

1. Integration with Government Portals and Databases: Haqdarshak can integrate its platform with various government portals and databases that host information about welfare schemes, entitlements, and application processes. This integration can enable users to access up-to-date information directly from official sources, improving accuracy and reliability.

2. Mobile Payment and Financial Inclusion Integration: Haqdarshak can partner with mobile payment providers or financial institutions to integrate features that enable users to access banking services, transfer funds, and receive payments directly through the Haqdarshak platform. This integration can promote financial inclusion and facilitate transactions related to welfare benefits and services.

3. Localization and Regional Integration: Haqdarshak can customize its platform to integrate with regional and local government initiatives, schemes, and services. This integration can provide users with personalized recommendations and information based on their location, language preferences, and specific needs.
   

By implementing strategic product integrations, Haqdarshak can enhance its value proposition, broaden its service offerings, and provide users with a comprehensive and seamless experience that addresses their diverse needs and aspirations.

4. Referrals-

1. Bragworthy feature: The brag-worthy aspect of Haqdarshak lies in its transformative impact on people's lives. Customers continually praise Haqdarshak for its unwavering commitment to empowering individuals and communities through access to government welfare schemes and entitlements.
2. Platform Currency: The platform currency of Haqdarshak App is the value it provides to its users by offering information, guidance, and support in accessing government welfare schemes and services. Users engage with the platform to avail themselves of these services and resources, enhancing their overall well-being and socio-economic status..
3. Who should be asked for Referrals: Referrals should be asked from those Haqdarshak App users who have experienced the service delivered to them by a Haqdarshak agent in at least one scheme application, the benefit of which has been received by the user.
4. Referral Discovery: Referrals should be discovered via- In-app banners, personalized referral messages, social media prompts, emails, SMSs.
5. Sharing mechanism of Referrals- Referral codes can be considered as the sharing mechanism for Haqdarshak App.
   The communication would say- 'Let your friends and family know about Haqdarshak'.
   This code can be copied from the Haqdarshak App and can be pasted to WhatsApp or other social media messengers which the referred person can use to download the Haqdarshak App from his phone.
6. The referrals can be tracked by the referees at the referral code page itself. Referral Page attached below-
   
7. The referral invite for a non-user would have - "You have been invited" written at the top. Followed by the copy-
   "Your friend <Referee Name> gave you free screening of government schemes on Haqdarshak App. Download the Haqdarshak App to unlock scheme benefits"
   This can be followed by a CTA of "Download Haqdarshak App".
8. The referees can be incentivised by 1 free service delivery of scheme application by a Haqdarshak Agent, every time a referral code has been used to download the Haqdarshak App.

5. Paid Ads-
   Following is the retention curve of the Haqdarshak App-
   Since the Haqdarshak App is retaining only 4% of the users in a span of 1 week, the LTV for the app would be extremely low. As a result of this, the CAC:LTV ratio won't be healthy enough to proceed with paid ads as one of the acquisition channels.