Project: Acquisition Model for AdaniOne transport in Transport Line of Business (Trains and Buses)

​Introduction:

AdaniOne is a comprehensive platform that offers a wide range of travel and airport services, catering to the diverse needs of travellers. From booking flights and trains to arranging cabs and pre-ordering duty-free products, AdaniOne aims to provide a seamless and convenient travel experience. The platform also includes services such as flight status updates, lounge access, and meet-and-greet services, ensuring that every aspect of the travel journey is covered.

For this project, we have chosen the transport line of business, specifically focusing on trains and buses. This decision is driven by the significant demand for efficient and reliable public transportation solutions. The transport sector plays a crucial role in daily commuting, long-distance travel, and tourism, making it an essential component of the travel industry.

By integrating the transport line of business into AdaniOne, we aim to address the pain points of travellers, such as ticket availability, pricing, and convenience. Our goal is to create a user-friendly platform that offers real-time updates, easy booking options, and personalized recommendations, enhancing the overall travel experience for our users.

In this project, we will explore the market context, total addressable market (TAM), operating market, and core value of our product. Additionally, we will design acquisition channels and conduct experiments in organic, paid, referral, and partnership strategies to effectively acquire and retain users in the transport line of business.

Why this Category

The transport line of business, specifically trains and buses, is a critical sector due to its high demand and essential role in daily commuting and long-distance travel. This category offers significant growth potential as it caters to a broad audience, including daily commuters, tourists, and business travelers. The increasing urbanization and need for efficient public transportation systems further justify the focus on this category.

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Service industry entirely depends on customer satisfaction particularly in the time of highly competitive market but in case of Indian railway which has its monopoly as well as government owned and operated organization. This situation may be considered as a favorable from owners‟ point of view but in this era of ICT or information explosion and fast growing service industry in India gives a highly challenging situation.

Cost per Km for domestic travel

Cab : Rs.12/km ; (20x more expensive)

Flight: Rs.6/Km ; (10x more expensive)

Bus: Rs.1.4/Km ; (2.5x more expensive but economic)

Identifying the Market Gap & Ideal Customer profile

Trains remain 30% overbooked as demand is really high

Other problem statements

·      Frequent delays

·      Food in trains

·      Porter service

Source : PTI news

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• Context of the User Product and Market
  AdaniOne transport services aims to provide a seamless and efficient booking platform for trains and buses, addressing the pain points of users such as ticket availability, pricing, and convenience. The product will offer real-time updates, easy booking options, and a user-friendly interface to enhance the overall travel experience.

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* Delhi, Kolkata, Mumbai, Chennai, Bengaluru, Hyderabad, Pune, Ahmedabad

 Next 50 cities (Lucknow, Patna, Indore, Jaipur, Nagpur etc.) * All other cities and towns

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ICP 1 -

More Premium customers from Airport, flights and Hotels funnel

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ICP 2 -

Tier 2 & Tier 3

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•Target•Age – 25 – 35 yrs old•Location – T1 and T2 cities•Looks for – comfort, safety, flexibility, experience•Positioning•Premium booking portal•Strong travel experience focus•Focus on top 50 routes with top 150 operators•Current premium OTA funnel built on flights and hotels

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Product Market Fit / Early scaling stage :

Let's dive into the details of Adani's bus and train services, along with some important considerations:

1. Adani Electric & other Buses:
 

Market Overview:

    - Adani's electric buses cater to the growing demand for sustainable and eco-friendly urban transportation.
    - The market for electric buses is expanding globally due to environmental concerns, government incentives, and the need to reduce air pollution.
 

Caveat:

    - While electric buses offer benefits like reduced emissions and lower operating costs, there are challenges:
      - Infrastructure: Charging infrastructure needs to be robust and widespread.
      - Cost: Electric buses are initially more expensive than diesel buses.
      - Range Anxiety: Ensuring sufficient range for daily operations is crucial.
      - Maintenance: Electric buses require specialized maintenance.
 

Approach:
    - With this product we aim to address these challenges by investing in charging infrastructure and collaborating with local authorities.
    - Put more focus on providing reliable, efficient, and affordable electric bus services.

Adani One Fit

Inventory

•       Higher Private bus coverage

Audience

•       More Premium customers from Airport, flights and Hotels funnel

Profitability

•       Higher for Private players

Adani One Fit

Inventory

•       Higher Private bus coverage

Audience

•       More Premium customers from Airport, flights and Hotels funnel

Profitability

•       Higher for Private players

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2. Adani Train Ticket Booking:
 

Market Overview:
 

  - Adani One offers train ticket booking services, leveraging its partnership with IRCTC (Indian Railway Catering and Tourism Corporation).
    - The Indian rail travel market is vast, with millions of passengers commuting daily.
 

Caveat:
    - While booking train tickets through Adani One is convenient, passengers should be aware of:
      - Availability: Tickets may sell out quickly during peak seasons.
      - Cancellation Policies: Understand cancellation rules to avoid inconvenience.
      - Security: Ensure secure payment methods.
 

Adani's Approach:
    - Adani One emphasizes user-friendly interfaces, quick bookings, and reliable customer support.

Info. source:

(1)  Adani to Electrify Intra-city Mobility with E-Bus Supply. https://auto.economictimes.indiatimes.com/news/commercial-vehicle/mhcv/adani-to-electrify-intra-city-mobility-with-e-bus-supply/107539694.
(2) Train Ticket Booking - Adani One. https://www.adanione.com/trains.
(3) Book Flights, Trains, Hotels, Cabs & Pre-order Duty Free - Adani One. https://www.adanione.com/.
(4) Adani Ventures into Intra-city Mobility Electrification with E-Bus .... https://newsonprojects.com/news/adani-ventures-into-intra-city-mobility-electrification-with-e-bus-supply.
(5) Online Bus Ticket Booking, Confirmed Bus Tickets with Attractive Deals .... https://www.adanione.com/bus.
(6) Adani to electrify intra-city mobility with e-bus supply. https://economictimes.indiatimes.com/industry/renewables/adani-to-electrify-intra-city-mobility-with-e-bus-supply/articleshow/107543681.cms.
(7) Adani One: Travel and beyond - Apps on Google Play. https://play.google.com/store/apps/details/Adani_One_Travel_and_beyond?id=com.adanione.android&hl=en_US.
(8) BEST Bus Services - Mumbai Airport - Adani One. https://www.adanione.com/services/bus.

Listed below are detailed experiments for Adani One's train and bus services, considering different channels and strategies:

1. Organic Growth Experiment: Enhancing User Experience

  Objective: Improve organic user acquisition and retention.
 

Experiment:
    - Feature Enhancement: Introduce real-time train status updates (delays, platform changes) within the

Adani One app.
    - User Notifications: Send personalized notifications for upcoming train journeys, seat availability, and special offers.

 Feedback Loop:

Below are some customer feedbacks taken –

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•       Pre booking

o   Son recommended app

o   Previous flights customer

o   Son travels home to Bangalore every weekend. Works in Bangalore

o   Travelled with Wife

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•       Booking

o   Timing was the primary criteria

o   Ratings was very important

o   Didn't see offer, son had told him which coupon to apply

o   Operator was selected basis rating, first time travel with operator

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•       Post booking

o   Didn't check for stop, had packed food from home

o   Cancelled both tickets. Claimed that he hadn't received the refund.

o   Opportunity

o   Family/friends membership

o   Hidden promo for word of mouth advertising

o   Free cancellation subscription service for frequent travelers, can club with trains FCS in future

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Measurement Metrics:   

- User Engagement: Increase in app sessions, time spent, and repeat usage.   

- User Ratings: Higher app ratings and positive reviews.   

- Retention Rate: Decrease in churn rate.

2. Paid Acquisition Experiment:

Targeted Google Ads Campaign  -

Objective: Drive paid user acquisition efficiently. 

Experiment:    - Google Ads Campaign:     

Keywords: Bid on relevant keywords (e.g., "book train tickets online," "IRCTC authorized app").      - Geotargeting: Focus on cities with high train travel demand.     

Ad Creatives: Highlight convenience, rewards, and no payment gateway fees. 

Measurement Metrics:   

Click-Through Rate (CTR): Optimize ad relevance and placement.   

Conversion Rate: Track ticket bookings from Google Ads.   

Cost per Acquisition (CPA): Minimize acquisition costs.

3. Referral and Partnership Experiment: Collaborating with Travel Agencies 

Objective: Expand user base through strategic partnerships. 

Experiment:   

Travel Agency Partnerships:     

Incentives: Offer travel agencies commissions for referring users to Adani One.     

Integration: Integrate Adani One into travel agency platforms.   

User Referral Program:     

Rewards: Encourage existing users to refer friends and family.     

Exclusive Offers: Provide discounts or cashback for successful referrals. 

Measurement Metrics:   

Referral Sign-Ups: Track new users acquired through referrals.   

Partnership ROI: Assess the impact of travel agency collaborations.

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Behaviour of a Typical Train & Bus User on AdaniOne

Looks for best in class service

·      Hunts for discounts and cheapest price

·      Predominantly resides in tier-2/3 cities

·      Prefers app language as English*

·      Ready to shell out a premium to get a confirmed train ticket

·      Ready to pay more for if their seat/berth criteria are met

3. Total Addressable Market (TAM)

The TAM for the transport line of business is substantial, given the large population relying on public transportation. In India alone, millions of people use trains and buses daily. The TAM can be segmented into:
- Daily Commuters: Office goers, students, etc.
- Tourists: Domestic and international travellers.
- Business Travelers: Professionals traveling for work.

The top five states in total addressable market (TAM) for private buses are Uttar Pradesh, Maharashtra, Rajasthan, Punjab, and Haryana, which are expected to account for around 45% share by 2026

Source : https://auto.economictimes.indiatimes.com/news/commercial-vehicle/indian-bus-industry-value-in-2026-to-be-at-inr-104000-cr-report/108092842#:~:text=The%20top%20five%20states%20in,around%2045%25%20share%20by%202026.

4. Operating Market

The operating market includes urban and semi-urban areas with high population density and significant reliance on public transportation. Key regions include metropolitan cities and major tourist destinations where the demand for trains and buses is consistently high.

 5. Core Value of Product / Value proposition

The core value of AdaniOne product lies in its ability to provide a hassle-free and efficient booking experience.

Key features include:

AdaniOne Buses :
- Real-time Updates: Live tracking of trains and buses.
- Easy Booking: Simplified booking process with multiple payment options.
- Customer Support: 24/7 customer support for any travel-related queries.
- Personalized Recommendations: Tailored travel suggestions based on user preferences.

AdaniOne Trains :

Key features include  the following -

·      Free Cancellation

·      Prediction on assured booking % if there is a waiting list

·      Trip Assurance

·      Coach & Seat Layout

·      Seat Availability

·      Check 120 days seat availability for every train

·       Refund within 60 seconds

6. Acquisition Channels
To effectively acquire users, AdaniOne transport will leverage multiple acquisition channels:

JTBD – Jobs to be done (B2C) 

1. Organic Acquisition
  - SEO Optimization: Enhance website and app visibility through search engine optimization.
  - Content Marketing: Create valuable content such as travel blogs, guides, and tips to attract organic traffic.
  - Social Media Engagement: Build a strong presence on social media platforms to engage with potential users.

2. Paid Acquisition
  - PPC Advertising: Run pay-per-click campaigns on search engines and social media platforms.
  - Display Ads: Utilize display advertising on relevant websites and apps to reach a broader audience.
  - Influencer Marketing: Collaborate with travel influencers to promote the platform.

3. Referral and Partnerships
  - Referral Program: Implement a referral program where existing users can refer new users and earn rewards.
  - Partnerships with Travel Agencies: Partner with travel agencies and tour operators to offer integrated booking solutions.
  - Corporate Partnerships: Collaborate with businesses to provide travel solutions for their employees.

 7. Experiments
To optimize the acquisition strategy, AdaniOne transport will conduct the following experiments:

• Organic Experiment
    - A/B Testing on Content: Test different types of content (blogs, videos, infographics) to determine which format drives the most engagement and conversions.
  
• Paid Experiment
    - Ad Copy Variations: Run multiple ad copy variations to identify the most effective messaging that resonates with the target audience.
  
• Referral and Partnerships Experiment
    - Incentive Structures: Experiment with different incentive structures (discounts, cashback, loyalty points) to find the most appealing referral rewards for users.
  
  By implementing these strategies and experiments, AdaniOne transport aims to effectively acquire and retain users in the transport line of business, driving growth and enhancing the overall user experience.