🔍 Understanding Country Delight

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🥛 Service & Products

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🍄 Range of Products

• Dairy products - Milk, curd, ghee, paneer, butter, cheese, etc
• Fresh produce - Fruits, vegetables
• Staples - Wheat, pulses, spices, oils
• Others - Bread, eggs, pickles, jam

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🙋‍♀️ First user offer

• Get milk for four days and get another four days of milk for free

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✨ VIP Subscription

• 30-40% off on milk & coconut
• 20-80% off on all products

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👩🏻 Hypothesis of ICPs

Based on secondary research, the following is the hypothesis for the ICP. This would help us understand & set our research goals and questionnaire for the user calls. The user calls will help us validate or invalidate our hypothesis for categorization & types of ICPs.

📝 User Research

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📋 Lead generation

In the GrowthX way, a form is circulated to generate leads for the user calls. The form will be targeted towards all health-conscious individuals who consume organic foods or farm-fresh produce. Inside the form where details are collected, an additional field will be added to know whether or not they have ever used Country Delight. This would allow us to segregate the users and ask them tailored questions.

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🔍 Common Questions

This is a common set of questions to ask all users in the calls -

📋 Questionnaire

1. Where do you live?
2. Do you have an on-site or work-from-home/hybrid job?
3. Do you live with your family or with some flatmates/friends?
4. If they live with family
5. 1. How many people are in your family?
   2. Who cooks the meals?
   3. How often do you eat home food vs order in/go out?
6. If they live with friends
7. 1. What do you do for meals? Do you cook or is there a tiffin service/cook that does it for you?
   2. How often do you eat home food vs order in/go out?
8. How often do you purchase dairy and fresh produce?
9. Are you particular about what brand of produce you buy?
10. 1. If yes - Why so? What makes you loyal to a food brand?
    2. If they answer along the lines of healthy, organic, less preservative, etc - follow up and understand more
    3. 1. Where do they source it from?
       2. Is it easy to find those products?
11. Do you exercise regularly?
12. 1. If yes, then follow up to understand what kind, what activities, etc

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🌟 Direct Users

These are active users of Country Delight. Preferably this should be a split between active users as well as premium users on a VIP subscription

🎯 Research goals

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📋 Questionnaire​

1. How long have you been a Country Delight customer?
2. Do you use the website or the app?
3. Are you a VIP subscriber?
4. How satisfied are you with the product quality and delivery?
5. What do you value the most about the service?
6. Have you ever experienced any issues with your order or delivery? If yes, how was it resolved?
7. How important is price to you when choosing dairy products as compared to quality & freshness?
8. What kind of new products or categories would you like to see on Country Delight?
9. Have you ever referred Country Delight to a friend or family member? If yes, why? If not, why not?
10. How do you feel about the grocery subscription model?
11. What would make you subscribe for a VIP subscription at an app like Country Delight?
12. Is there anything that you dislike about their service?
13. How can the overall experience be improved for you with Country Delight?
14. Are there any other brands you use for dairy or fresh produce?

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😓 Churned Users

This would be users that have been activated, i.e. purchased their first product and then stopped using the service.

🎯 Research goals ​

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📋 Questionnaire

1. How did you hear about Country Delight?
2. Did you use the Country Delight app or website?
3. What did you purchase from Country Delight the first time?
4. How long did you use it?
5. How frequently did you use it when you did?
6. What was your delivery experience like?
7. What was the produce quality like?
8. What was your biggest complaint about Country Delight?
9. Did you find the service value for money?
10. How satisfied were you with the customer service?
11. What other brands or services are you currently using for daily and fresh produce?
12. What would you recommend Country Delight improve?

🌍 Universal Users

This would include all potential customers of Country Delight who haven't used or come across the product yet. They also include users of competitive products.

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🎯 Research goals

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📋 Questionnaire

1. Where do you shop for dairy and fresh produce?
2. Do you prefer to shop online or in-store?
3. Have you ever used a dairy and fresh produce delivery service before? If yes, which one?
4. How often do you use subscription services?
5. How do you feel about a subscription-based system for your fresh produce shopping?
6. What are the most important factors when choosing a dairy and fresh produce provider?
7. What would encourage you to try a new dairy and fresh produce delivery service?
8. How important is convenience to you when purchasing groceries as compared to money?
9. What do you like/value about your current dairy and fresh produce provider?
10. How can your current provider improve?

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🚀 Engagement & Retention

Sub-lever - Product specs & Prototype ​

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💡 Insights Based on Analysis

1. Country Delight's right-to-win in the market is farm fresh goods & produce.
2. The primary factor that resonated with the ICPs is that they are health-conscious and being affordable is an added benefit of the service. Health-conscious people with purchasing power could be willing to pay higher than the standard price for healthier produce, just like the market for organic produce is. (To be validated by user research)
3. The health-conscious parent persona is a large part of the target audience given that the sentiment of getting healthy, fresh, nutritious foods for children is a strong influencer in parents. Moreover, the parent persona will have more people & hence, a higher order value to cater to. This is also an audience that would primarily cook at home and consume more groceries and healthy food, and would prefer produce like milk to come fresh for the parent in the morning before the day starts.
4. The branding & messaging throughout the website & product is catered towards milk & dairy products. Given the daily consumption of milk and the fact that a user can subscribe to the service, they would not have to come back to the app frequently as the service is automated. The problem to solve here is that if there's low engagement in terms of depth (time spent on the app), the users will not have prompts to try out other products with a higher order value and hence not be able to increase the breadth of engagement either. (To be validated by user research)
5. Given that the VIP subscription's only benefit is the hefty discounts, a user that purchases it does not receive any value out of it until they make a purchase and avail the discount.
6. Moreover, the VIP subscription does not cater to the core value proposition of the service which is to be healthy. Affordable or cheaper than market price products are not enough for the target audience until and unless they are a power user who orders frequently. Adding another dimension or vertical aligned with the core value proposition would make it more achievable to become a power user.

📋 Product Specifications

Based on the insights & hypothesis, action plans to drive engagement in an attempt to increase the value of the VIP subscription will be implemented.

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🎯 Goal

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✅ Higher-level Solution

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🛠️ Implementation Overview

Introducing a nutritionist into the application ventures into a new vertical of the product. Hence, instead of using up engineering bandwidth to build out an extensive feature, it would be best to build it out in phases and validate it along with way to truly create a feature that customers value & would be willing to pay for.

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🧪 Minimum Viable Product (MVP) of the feature

🌊 User flow

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👾 Figma Prototype

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🌟 Feature details

The following are details of each feature along the above-described user flow -

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1️⃣ Touchpoint for Featured Meal of the Day

• The Featured Meal of the Day should be a banner on the first fold of the home page itself so it catches the user's attention the moment they open up the application
• The banner should have an image of the dish as a glimpse so the content changes daily and isn't repetitive to the user. The banner should have a few variations of copywriting for the heading as well.
• The banner should indicate that this is a certified nutritionist's recommendation to resonate with the parents looking for healthy recipes for their kids
• It should also indicate that the users would receive a 40% discount on all ingredients in the recipe for the day to nudge the users to make the purchase and cook the recipe of the day

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2️⃣ Timing of the Recipe

• If the user orders the groceries and they would get delivered only the next day in the morning between 5:30-7:30am. Which means they would require the recipe to be available the next day as well after 7:30am so they can refer to it and cook it.
• There needs to be a clear distinction between which meal is for today & which is for tomorrow since the discount on the ingredients is only on recipes for the next day
• Once a user places an order from the recipe page, that recipe should be retained until the next day midnight & the option to add ingredients no longer has to be there.
• The banner for the previous day's featured recipe could show updates on the status of their order from Order placed > Order on the way > Order delivered - Ready to start cooking!

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3️⃣ Recipe

• The recipe should start with a short overview of how many calories & what nutrients the dish will contain & the cooking time of the recipe
• The recipe should have an About the Nutrionist/Author section with their qualifications to build trust with the audience
• There should be a toggle to Turn on Cook Mode to ensure the screen does not automatically turn off while the user is following the recipe to make the dish

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4️⃣ Quantity of ingredients

• The user should have an option to edit the portion size for the number of people, they will be cooking the dish for so the quantity of each ingredient can be adjusted accordingly in the recipe. The default should always be for 2 adults and 2 children.
• Given that the target audience is parents, the option for portion size should allow users to enter number of adults & children separately so portion size can be adjusted accordingly
• The portion size should always be pre-filled with the previous number the user entered as default.

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5️⃣ Purchasing ingredients

• After reading the ingredients & recipe, the user should be able to purchase the ingredients necessary for the dish based on the portion quantity set for the recipe
• The user should have an option to individually add items as well as add all items to cart
• All items required for the recipe will be at 40% off for that day only

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📉 Metrics to Track

• The average time spent on the application
• The conversion rate of the funnel of users clicking on the banner for the recipe > adding items to the cart from the recipe > purchasing the ingredients
• The average number of recipes a user has read
• The average number of groceries purchased from the recipe page

Once the information on current active users is there, a statistically significant benchmark can be set to understand the success or failure of the feature & further action can be taken accordingly

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🔮 Future Scope & Phases

The following is subject to change based on the feedback received from the MVP version of the feature-

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1️⃣ Improvements to the Featured Meal of the Day

• Adding a review & suggestions input at the end of each recipe to gather feedback to iterate and improve
• Audio option in English & local languages, given that the target audience is middle-aged adults who might not be very familiar or comfortable with technology
• The ability for users to Bookmark recipes that users liked to view them again later
• Auto subscribe & deliver the ingredients required for each Meal of the Day

2️⃣ Introducing a Meal Planner for VIP Subscribers

• Users should be able to personalize their meals to their preferences, health issues, vitamin deficiencies, gender, age, etc.
• A meal plan for four meals a day for the whole week should be created over the weekend with the delivery of groceries to be optimized for the least number of delivery trips without compromising on the freshness of the ingredients & taking their shelf life into consideration
• The users should be able to schedule 1v1 calls & chat with nutritionist online to create an optimal meal plan for their family
• This would require Country Delight to tie up & partner with nutritionists which is a key expert audience that can influence & promote Country Delight to the ICPs. This would help in establishing trust in the audience & can be leveraged for acquisition strategies as well.

💡Ideas to Explore

The following are other potential ideas that can be explored to drive growth for Country Delight -

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1️⃣ Partnership with Gated Communities

• Gated communities tend to have a Kirana store within the community facilities itself. Country Delight can add their products with a longer shelf life in those stores and give discounts for delivery of their other low shelf life products
• For communities that don't have this, Country Delight can help set up a stall of their own and partner with the housing society for mutual benefit for their residents as well as themselves
• The bulk order from multiple houses in the same society would help them cut on logistic and operation costs which would allow for a discount or incentive for the housing society as well
• Country Delight can also market itself on the housing community's WhatsApp groups and share coupon codes for society members and additional rewards for loyalty

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❓Key problems to solve for

• How would we convince housing societies to partner with Country Delight?
• What incentive can we provide them with to establish the partnership?

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2️⃣ Highlighting the Added Benefit of Country Delight's Products

• Adding a tag or badge on the fresh produce with a number like 14 nutrients more than long-life milk or Rich in VitamnB12 would help users visualize the benefits
• In the description of each item also, a table comparing and highlighting the benefits of Country Delight's fresh produce as compared to other long-life products in detail would keep educating the users about the benefits of eating healthy and increase brand loyalty

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❓ Key problems to solve for

• What metric to display that quantifies the benefit of fresh produce that's consistent across products
• How to display the benefits in a way that is intuitive enough for a user without the depth of information on the subject to also understand

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Written & Researched by Nechal Maggon

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