Acquisition project | Adani Digital Labs

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Acquisition project | Adani Digital Labs

Product Name: Adani One

Product Introduction:

Adani One focuses on simplifying travel for users by acting as a one-stop shop for all their travel related needs (flights, hotels, trains, buses, airport services etc). As part of this project, I have chosen to focus on their flights & hotel booking services.

Some of the key features of the platform & the offerings (flights & hotels) are:

Integrated booking platform: Users can book multiple travel related services at the same place, thus simplifying travel planning.
Upfront ratings & reviews: Users get to see google reviews & ratings, which eases the decision making process
Deals & discounts: Multiple exciting offers on flight & hotel booking, thus providing enough opportunity for consumer on cost saving. The platform/app also offer credit/debit card specific offers too.
Loyalty points: On every booking made, consumers get 1% loyalty points which can then be redeemed on next travel or can be redeemed on other partner websites.

Ideal Customer Profile:

To arrive at the below 3 customer segments & their needs, I have spoke to a total of 8 customers who have used the platform.

ICP 1	ICP 2	ICP 3
Ideal customer profile name	Vibhav	Aparna	Anirudh
Age	22-30 years	25-40 years	30-50 years
Goals	Budget friendly travel options to explore new destinations	Easy & hassle-free travel services for frequent business visits	Convenient & reliable travel services to ensure a smooth & happy vacation with family
Income levels	50-80K per month	50-150K per month	1-2 Lac Per Month
Gender	Male	Female	Male
Location	Tier 1 cities: Bengaluru	Tier 1 city: Gurugram	Tier 2 city: Pune
Companies	Tech-driven companies, new-age startups, freelancers	Entrepreneurs, consulting, tech-driven companies, BFSI	Family owned business, Manufacturing companies, Healthcare companies, Banking
Marital Status	Unmarried	Married & Unmarried	Married
Where do they spend time?	Social Media, OTT platforms, Dating apps, Travel blogs/forums, Outdoor activities (sports, trekking etc)	Social Media, OTT platforms, Shopping, networking events, reading booking	Shopping, social gatherings like meet-up/community events
Pain points	- Finding affordable flights & stays - No guarantee of safety & security (in case of accommodation specifically)	- Lack of flexibility to change plans last minute - No/delayed customer support when required	- Lack of time to compare booking options - Unreliable agencies quoting high prices
Need or want?	Want	Need	Want
Influencers	- Travel vlogs/forums - Friends & Family	- Colleagues - Friends/family	- Friends & Family - Spouse/Partner
Blockers	- Competitive pricing by competitors - Online ratings & reviews	- Bad experience in the past	- Complex booking process - Bad experience in the past
Which features do they value most?	Discounts shown on each flight & hotel in the search page	- Upfront google ratings & reviews while searching - Recommendations basis my past purchase	- Multiple bank card based offers - Upfront ratings & reviews - Clear list of amenities & pictures of hotels
Frequency of usage of the feature?	Moderate (Once in 2-3 months)	High (Once every month)	Low (Once in 3-6 months)
Willingness to pay for flights & hotels	Moderate. Value seeking cohort due to limited budget at hand. They would be searching extensively across websites to find the best flight & stay within their budget. They tend to plan in advance & go the extra mile in making most of every buck they pay	High. This cohorts values experience and doesn’t mind paying a little extra to get a flight that suits their schedule & a stay that is comfortable. As long as they have a smooth experience, they do not mind booking from the same app. They usually lack the time to compare multiple websites.	High. Although a deal seeking audience, their primary focus is on ensuring their family has a smooth & comfortable travel experience. They lack time & patience to compare multiple websites. At a max, they browse 2 websites (recommended by friends/family) and pick the best option. The best option should have good amenities, food, closer to location of their choice & within budget.
What do they spend most on during regular days?	Personal expenses (bills), electronics gadgets, leisure expenses, savings	Personal expenses (bills), shopping, dining	Household expenses (bills), shopping, dining
What do they spend on during travel?	Experiential things - Adventure activities or rides, new food/cuisines, memories/souvenirs.	Travelling to & fro via cabs/rental cars, food.	Souvenirs, Activities to refresh & relax like spa
Problem Statement	“I plan a vacation once in 3 months. I usually plan well in advance in order to not exceed my budget. I don’t want to overpay for travel & stay. I prefer spending minimal amount on it & spending the rest to enjoy at the destination. I do not mind travelling by other means like train, bus etc, but flight saves a lot of time. So, if it’s usually just 1-2K more, I opt for flights” “I look for budget friend stay options like Zostels. However, at some places, they are not well maintained & safe. So I am ok with taking a hotel in safe location & within moderate budget”	“I travel frequently for work. Most times, I book just a day prior to travel. My preferred mode of travel is flights given it saves a lot of time & get to be more productive. I also prefer my stay in the centre of the city or closer to my office/client’s location. I usually choose a 4 star hotel close by with basic amenities like WIFI, breakfast, hygiene etc.” “Sometimes I might have to reschdule my bookings last minute. So, I would require the flight & hotel services to be flexible”	“I don’t travel frequently. I plan a vacation with my family once in 3 or 6 months. While it’s easy to go through agency route, they charge very high prices at times. So I check with my friends/family for recommendations. I hunt for flight & stay options during my free time & then discuss with my family to finalise. We most travel with kids and hence I look for comfortable stay options with good amenities (swimming pool, park, food, activities etc).” “When we are on a vacation, I also prefer booking seats together”

Prioritising the ICPs: Basis the potential of these 3 ICPs, I have chosen ICP 1 & 2 to narrow down further.

	ICP 1	ICP 2	ICP 3
Adoption Curve	Low	Low	High
Frequency	Medium	High	Low
Appetite to pay	Medium	High	High
TAM	$9 Billion	$74 Billion	$18 Billion
Distribution Potential	High	High	Low

TAM Calculation Assumptions: Below are the assumptions used for top-down approach.

a) Population of India = 1.4 Billion

b) Population residing in tier 1 cities = 1/3rd = 33%

c) Population residing in tier 2 cities = 30%

d) Internet penetration in tier 1 cities is 80% & tier 2 cities is 50%

e) Population in various age groups -> 22-30 yrs (15%), 25-40 yrs (25%), 30-50 yrs (40%)

f) Frequency of travel for various age group & spend per trip (inclusive of flights & hotels only)

Domestic Travel

International Travel

ICP 1

(22-30 yrs)

- 3 trips per year

- INR 12-15K spend per trip

- 1 trip per year

- INR 30K spend per trip

ICP 2

(25-35 yrs)

- 6 trips per year

- INR 20K spend per trip

- 2 trips per year

- INR 55K spend per trip

ICP 3

(30-50 yrs)

- 2 trips per year

- INR 18K spend per trip

- 1 trip per year

- INR 60K per trip

Designing Acquisition Channels:

Adani One is an early scaling stage & hence the jobs to be done for ICP 1 & ICP 2 varies are below.

ICP 1 - When I plan my travel & accommodation, I want to be able to select a safe & budget-friendly option, so I can save on money & enjoy my vacation
ICP 2 - Example 1 - When I am travelling for work, I want to plan my trip quickly & efficiently, so that I can save my time without having to browse multiple sites
ICP 2 - Example 2 - When I am travelling for work, I want to have the flexibility to change my travel plans anytime anywhere, so that I can work stress-free

For the above 2 ICPs, I plan to focus on the below 3 channels of acquisition.

A) Organic Search:

The closest competitors of Adani One flight & hotel booking services are Make My Trip & Ease My Trip. I have analysed these 2 competitors closely as part of organic search opportunities.

Tools Used: Moz, Ubersuggest by Neil Patel, YouTube, SEMRush

Screenshot 2024-06-08 at 5.18.13 PM.png

	Adani One	Make My Trip	Ease My Trip
Domain Authority	29	63	46
Monthly Organic Traffic	0.22 M	459 M	16 M
Organic Keywords	0.12 M	11 M	2.2 M
No.of Backlinks	16.5K	4.6 M	0.3 M
Top SEO Keywords	- Mumbai international airport Mumbai - Adani One flight - Jagermeister price in Mumbai - Adani One flights - Adani flights - Mumbai duty free shop	- Hotel rooms in near me - Hotels near to me - Make my trip - Hotel close by me	- Web check in for indigo - e check in indigo - Book a air ticket - Flight ticket booking - Book airline tickets

As we see, the top 20 SEO keywords brining traffic to Adani One are brand related keywords. However, the competitors MMT & EMT are driving their traffic from use case/product related keywords primarily. Further, diving deep into the keywords which are use case/product focused.

Type of search	Keyword	Search volume (avg monthly)	Difficulty to rank on seo	Avg cost per click
Use case	Flight Tickets	673 K	62	INR 5.43
Use case	Flight Booking	450 K	59	INR 8.77
Competitor	Flight booking cleartrip	30 K	33	INR 6.68
Competitor	Make my trip flight	90 K	-	INR 5.06
Your product	Adani One flight	1.3 K	-	-
Your brand name	Adani One	33 K	32	INR 67.66

Brand related keywords are bringing very less traffic to Adani One. So, the focus should be on use case oriented keywords. However, as we can see above, use case related keywords have high competition & thus would be difficult to rank for in SERP. So to begin with, the brand needs to focus on long tail use-case related keywords with low to medium difficult. Some such opportunities are as below:

Keyword	Search volume (avg monthly)	Difficulty to rank on seo
How to get flight ticket discounts	5K	52
Book a hotel room for few hours	0.4K	43
How to book food in indigo flight	1.6 K	38

B) Content Loops:

Here is a content loop for each ICP.

ICP 1:

This audience is hungry to make the most of their vacation/trip. They are constantly in search of content w.r.t tips, trips & hacks to save money, travel budget friendly, create the best itinerary & enjoy to the fullest.

Content Idea 1:

The hook: Detailed travel guides & blogs for popular destinations like Goa, Thailand, Vietnam. The same guide will also be converted into short content forms (video, images) for easier distribution.
Content Creator: Adani One
Distribution Channel: Search Engine results, Instagram, Travel influencers

Content Idea 2:

The hook: Travel Personality Test - Each user on Adani One will be shown a pop-up based quiz. Upon answering the questions, their travel personality will be determined (like city hustler, the chiller, the budgeter etc) and also recommendations w.r.t destinations that suit them will be shared.
Content Creator: Adani One
Distribution Channel: Adani One users (through sharing with their friends), travel influencers, Instagram

ICP 2:

These audience are frequent flyers on work related purposes. Content w.r.t exclusivity, enhanced convenience & flexibility would grab their attention'

Content Idea:

The hook: Rewards & loyalty program that lets you earn points on flight booking & redeem them on shopping/lifestyle apps
The creator: Adani One
Distribution Channel: LinkedIn

C) Referral Program

Uniqueness of the program: Refer & earn not just travel rewards, but rewards which can be redeemed on your next shopping purchase.
Platform currency: Reward points
Who will we ask for a referral: Users who have made a flight or hotel booking on Adani One and have also successfully completed their travel/stay.
How will they discover the referral program:

Means of referral discovery	When
In app journey	While making their next booking
In app promotions like banners, notifications, pop-ups	When the user revisits the platform/app after successfully availing their first flight/hotel service
Communication mediums like Email, SMS, WhatsApp	1-day after successfully availing their first flight/hotel service
Social media posts	-

How will referees share the referral link: User will be able to sync his/her contacts & see whether his/her contact is already a user of Adani One. For those who are not part of the platform, the user will be able to share the invite link/code via WhatsApp and would also be able to send an SMS based invite to selected users of his/her choice.
Communication: The messaging will focus on 'Refer & Earn Travel Credits/Rewards'.
How will be encourage the referee to keep referring: The program will have slab based referring which will increase every 5 referrals. For first 5 successful referrals, the user will earn 100 reward points each. For 5-10 referrals, user will earn 150 reward points each. Users will be nudges with notifications that indicate their savings (Ex: Refer 3 more to earn your amazon gift voucher worth INR 500).

Below are a few screens for reference:

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