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Introduction

Imagine you're living in a bustling Tier 1 or Tier 2 city. Your basin tap suddenly breaks, your AC needs urgent repair, or you're in dire need of a haircut or spa day. Yet, your busy schedule makes it difficult to accommodate a service provider's availability. On top of that, finding a trustworthy and skilled professional feels like searching for a needle in a haystack.

Now, picture a platform that simplifies this process entirely. A single app where you can book all the home services you need—from plumbers and electricians to hair stylists and makeup artists. You choose the service, select a time slot that fits your schedule, and enjoy transparent, pre-set pricing with no need for awkward negotiations. Convenient, reliable, and stress-free service is now just a few taps away.

How it works

Urban companies onboard trained service providers on their platform to offer pre-defined services to users. Different packages/subscriptions are available for various services such as cleaning, facials, makeup, and AC/RO service.

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Revenue Streams

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Ideal customer profile (ICP)

The ICP for the Urban company is majorly based on the income level

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The Job To Be Done (JTBD)

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Onboarding

Customer Journey

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Onboarding Teardown

Urban Company.pdf

Improvement Suggestions

• Streamlining Sign-Up Process: Allow users to sign up using alternative methods such as email or social media accounts (Google, Facebook). This can be particularly helpful for users who might not want to share their phone numbers initially. The phone number can be collected later during the checkout process when it's truly needed.
• Enhancing Trust through Transparency: Regularly monitor and respond to negative reviews to show active customer support. Additionally, introduce a feature where users can see improvements or actions taken in response to common complaints, thereby increasing trust. Maybe through replying as a comment on common issues.
• Refining Service Categorization: Instead of using abstract symbols (e.g., INR symbols), use clear pricing labels (e.g., "Starting from 559 INR") and include a brief description of what each category entails. This can help users make more informed decisions without hesitation.
• Clarifying + plus subscription: Use more straightforward language to promote discounts and subscriptions. For example, instead of "Save 10%," use "Save an additional 10% on top of current offers." Clear communication can increase user interest in subscriptions and loyalty programs.

Activations Metrics

1. Time to First Service Booking (Activation Rate)​

• Users who book their first service within 24 hours of signing up.
• Type: Quantitative
• Why it matters: Booking a service for the first time indicates that the user has moved beyond exploration and has committed to using the platform. These users are more likely to become repeat customers.
• Impact on Activation
• • User Commitment: High, as it shows users are willing to pay for services.
  • Value Realization: Directly correlates with users experiencing the service.
  • Conversion Impact: Strong indicator of conversion from user to paying customer or active customer (depends on the active customer definition)
  • Retention Curve: A positive first experience can improve retention.
  • Referral and Word of Mouth: Users are more likely to refer to the service after a successful service experience. Users are getting a chance to experience urban company
  • LTV Impact: Increases as users transition from one-time use to potential repeat customers.

2. Account Creation Rate

• Account creation immediately after the app download.
• Type: Quantitative
• Why it matters: The rate at which users create accounts is a direct measure of their interest and willingness to engage with the platform. Immediate account creation boosts the likelihood of the first service by 20%
• Impact on Activation:
• • User Commitment: Medium, as it shows intent but not necessarily purchase.
  • Value Realization: Limited unless followed by service booking.
  • Conversion Impact: Precursor to conversion, but not a guarantee.
  • Retention Curve: Users with accounts are easier to retain through notifications and personalized offers.
  • Referral and Word of Mouth: Account creation alone has minimal direct impact.
  • LTV Impact: Limited unless the user progresses to booking services.

3. Repeat Service Rate

• Users who book a second service within 10 days of the first service
• Type: Quantitative
• Why it matters: The percentage of users who book a second service is crucial in understanding ongoing user engagement and satisfaction.
• Impact on Activation:
• • User Commitment: Very high, as repeat bookings show deepening engagement.
  • Value Realization: High, since users return due to perceived value from previous services.
  • Conversion Impact: Indicates successful conversion towards core users.
  • Retention Curve: Strong positive impact, as repeat users will likely stay longer.
  • Referral and Word of Mouth: Repeat users are more likely to refer others.
  • LTV Impact: Directly increases LTV as users continue to make bookings.

4. Service Review Submission Rate

• Customers who leave a review within 48 hours of service completion.
• Type: Qualitative
• Why it matters: Users who leave reviews have engaged deeply with the service, indicating commitment and satisfaction. These customers are more likely (40% more) to book another service in a month.
• Impact on Activation:
• • User Commitment: High, as it requires time and effort to leave a review.
  • Value Realization: High, as satisfied users are more likely to leave positive feedback.
  • Conversion Impact: Reviews help in converting other users by building trust.
  • Retention Curve: Users who leave reviews are more likely to return.
  • Referral and Word of Mouth: Positive reviews can encourage word-of-mouth referrals.
  • LTV Impact: Positive reviews can lead to a higher LTV by attracting and retaining more users.

5. Add-On Services Rate (Feature adoption rate)

• Users who add extra services during their initial first five bookings.
• Quantitative Quantitative
• Why it matters: The frequency at which users opt for additional services or upgrades during the booking process shows the perceived value and commitment to the platform.
• Impact on Activation:
• • User Commitment: High, as users are willing to spend more for extra services.
  • Value Realization: High, since users see additional value in the platform’s offerings.
  • Conversion Impact: Enhances overall conversion as users engage more deeply.
  • Retention Curve: Increases retention as users customize their experience.
  • Referral and Word of Mouth: Users satisfied with add-ons are more likely to recommend the service.
  • LTV Impact: Directly boosts LTV through higher spending.

6. Subscription/Package Sign-Up Rate

• Users who opt to subscribe after the 3-5 initial services.
• Quantitative Quantitative
• Why it matters: Signing up for a subscription or package indicates strong user trust and commitment to the platform. Have a higher retention rate over six months.
• Impact on Activation:
• • User Commitment: Very high, as it involves a long-term financial commitment.
  • Value Realization: High, as users see ongoing value in the service.
  • Conversion Impact: Converts users into long-term customers.
  • Retention Curve: Extremely positive, as subscriptions lock in users for a longer term.
  • Referral and Word of Mouth: Users with subscriptions are likely to refer others to get similar value.
  • LTV Impact: Significantly increases LTV due to recurring revenue.

Conclusion

The onboarding process at Urban Company is a crucial touchpoint that determines the user's initial experience and long-term engagement with the platform. By focusing on improving key activation metrics such as first service booking, time to first booking, and repeat service rate, Urban Company can enhance user commitment, satisfaction, and retention. Streamlining sign-up processes, offering transparent pricing, and responding effectively to user feedback are essential strategies to optimize the onboarding journey. These improvements not only foster a seamless and enjoyable user experience but also contribute significantly to increasing lifetime value (LTV), customer loyalty, and positive word-of-mouth referrals. In essence, refining the onboarding process is instrumental in growing the Urban Company's users and revenue.

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