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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.
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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The ICP for the Urban company is majorly based on the income level
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Criteria | ICP 1: Value Seekers | ICP 2: Convenience Seekers | ICP 3: Quality Seekers |
Name | Value Seekers | Convenience Seekers | Quality Seekers |
Age | 18-35 | 21-35 | 35-50 |
Demographics | Living in Tier 1 or Tier 2 cities | Living in Tier 1 or Tier 2 cities | Living in Tier 1 or Tier 2 cities |
Household Income | < ₹1 million per annum | ₹1 - 4 million per annum | > ₹3 million per annum |
Profession | Salaried | Salaried or Small Business Owners | Salaried or Small Business Owners |
Gender | Male or Female | Male or Female | Male or Female |
Interests & Spending Patterns | Impulse buyers, open to trying new products, price-sensitive | Conscious buyers, brand loyal | Conscious buyers, highly brand loyal, prioritize quality |
Need | Affordable and accessible services | Convenience and time-saving services | High-quality services with attention to detail |
Purchase Influenced By | Reviews, Ads, Influencers, Referrals | Influencers, past positive experiences | Past positive experiences |
Pain Point | Difficulty finding quality services at an affordable price | A desire for an easy and convenient service experience without hassle | Expect a premium service experience that justifies the cost |
Perceived Value of Brand | Transparent pricing with fixed, competitive rates | Emphasizes convenience and smooth user experience | High-quality service and attention to detail |
Frequency of Use | Occasional to Often | Frequent | Very Frequent |
Average Spend on the Urban Company | Low | Medium | High |
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Goal Priority | Goal Type | ICP 1: Value Seekers | ICP 2: Convenience Seekers | ICP 3: Quality Seekers |
Primary | Functional | Find affordable and reliable service providers | Book home services easily and conveniently" | Ensure high-quality and professional services" |
Secondary | Financial | Compare prices and find the best deals | Ensure clear pricing and easy payments | Be willing to pay a premium for quality |
Tertiary | Personal | Feel confident in the quality of service | Reduce stress and save time | Take pride in a high-quality home |
Least Priority | Social | Share recommendations with others | Refer friends and family | Be seen as someone who values quality |
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X action in Y time
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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