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Meet RAJ, Raj is a common man who like to travel alot. Raj is smart and knows how to plan his financials keeping his exploration alive.

Raj like to go on family vacation at-least two times a year and plans small getaways every two months.

He prefers a mix of different modes of transportation - 50% trains, 40% buses, and 10% flights.

Raj's journeys are not only about reaching a destination, but also about experiencing the journey itself. He takes pleasure in the changing landscapes, meeting new people, and trying out local cuisines. While he has a penchant for famous tourist spots, he also seeks out less-frequented places for a more authentic experience.

His philosophy in life is

Work, Travel, Save, Repeat

Raj often find it difficult to find one app for every mode of commute booking and often lands up using different app every time he plans his travel.

Here enter's AdaniOne :

AdaniOne is a comprehensive platform that offers a wide range of travel and airport services, catering to the diverse needs of travellers. This offer one stop solution for all travel needs which includes all airport services, OTA and transport service. From booking flights, buses and trains to arranging cabs and pre-ordering duty-free products, and many more.

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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.

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and more....

​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

a. Creating end to end travel ecosystem (Travel & Beyond)

b. Access to the airport services

c. Solve problems for the people who are opting trains and buses as travel services

d. Brand trust and best in class service

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For this project, I 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.

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.

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)

Trains remain 30% overbooked as demand is really high

Other problem statements

·      Frequent delays

·      Food in trains

·      Porter service

Source : PTI news

• 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

Type of city

% of total users

% of transacting users

Metro (Tier-1 cities)*

19%

28%

Tier 2 cities

55%

61%

Tier 3 cities*

26%

11%

ICP Priotization

Type of passangers -

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•Target•Age – 25 – 35 yrs old•Location – T1 and T2 cities•Looks for – comfort, safety, flexibility, experiencedsj•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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Total Addressable Market (TAM)

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In order to select best suited channel strategy, I checked the traffic analysis like from what all touchpoints we are getting users.

Below is the reference snap for the same:

It is observed that maximum traffic is coming from Direct channels, followed by Organic search and paid search.

These are three potential areas where acquisition can be driven for the platform.

As per the traffic analytics data by Semrush for AdaniOne.com

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1. Organic Channel - On further deep driving, we checked what all keywords are being mostly searched

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Problem Statement -

Found that the app is not popular and there is large scope of delivery

All trending or most relevant keywords not covered

Action to be taken -

Invest heavily into marketing and free promotions

 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 Channel -

While the competitors are on their top the game from SEO perspective and paid acquisition, AdaniOne is loosing massively in this space

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Action to be taken -

Sponsored/Paid promotion is must for the growth as discovery is zero

Invest into more innovative ways of communications which is relatable to the audience.

It is important to create WOM factor and Aha moment; these two elements are missing.

  - 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.

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Although if someone is searching with word"adani train" they are able to discover adanione presence in the search result

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For Buses the search or discovery is very low 😪

Traffic engagement by Audience (Male vs Female)

For Male the Audience share is highest and female is comparatively low

Primary Aim should be 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.

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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.

3. Referral​

As per the Serp data, users from other OTA platform are also visiting AdaniOne platform.

With strong referral program these audiences can be captured.

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Currently there is no existing referral program on AdaniOne we are proposing one:

1. Who will you ask for a referral? Every active user who has successfully completed the first booking
2. How will they discover it? They will discover it in:
3. 1. Email footnote of every email sent to the users for offer communication
   2. Inside the app at these locations: (i) profile screen (ii) transaction history screen
4. How will they share? The mode of sharing can be whatsapp, email and sms.
5. How will they track? On the profile page, we will construct a referral dashboard which will track the status of links sent, opened, applied, approved and first bill paid statuses against all their referred users.
6. How will they keep referring?Since the app is already integrated with loyalty program, users who refer will earn X loyalty points which they can 100% burn on next transaction on AdaniOne.

Actions to be taken -

  - 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.

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