Context

Bigbasket is the first online Grocer in India and was set up in 2011. Most of its customers are early adopters of online grocery buying. Bigbasket is currently owned by Tata Digital and is in the process of converting to a Quick Commerce app. The earlier model was to select a time slot for delivery while placing the order. They are slowly transitioning to delivery in 10mins by increasing the number of dark stores within the city. Currently, most customers are shown both the options at check out - Get delivery in 10mins or to schedule a time slot for delivery.

Ideal Customer Profiles (ICPs)

ICP 1: Dealhunter Dhanya

Dhanya is a 32 year old professional who works as a senior manager in a tech based startup. She has a hybrid model at work and has to go to office twice a week. She stays with her husband and 3 year old daughter. She has a house help, a cook and a nanny. She orders all household essentials through Quick commerce apps - Swiggy Instamart, Blinkit, Zepto, Flipkart Minutes & Bigbasket. She orders atleast 5 times a week. Most of the time, the grocery order is placed at 8am when the cook points out a missing item such as Green chilies which is critical for cooking. In order to attain a minimum value of order to be eligible for free delivery, Dhanya orders other vegetables and grocery items along with this critical item. She prioritizes convenience & prices over other features of the Quick commerce app.

ICP 2: Single Sharan

Sharan is a 25 year old IT professional who is single and stays in a 1BHK flat. He goes to office 5 times a week and has food from the office cafeteria on those days. He cooks during the weekend. He typically orders via Quick commerce apps twice or thrice a week. He has a house help who comes in everyday to clean the house. Most of the time, he orders cleaning items like Lysol, Vim dishwash liquid etc. via the Quick commerce apps. He just orders from 2 apps - Swiggy Instamart & Bigbasket.

ICP 3: Homemaker Hannah

Hannah is a 37 year old homemaker who is very organized. She has certain passive income streams and the family has a good disposable income. She stays with her in-laws, husband & 10 year old son. Every Sunday, she goes to the neighborhood grocery store with her husband to buy the groceries for the coming week. Over the next week, she tops up necessary vegetables and dairy products via Quick commerce apps. She typically orders twice a week from these apps. She prioritizes the availability of a particular Brand and its particular SKU in the Quick Commerce app.

ICP Summary

JTBD

Searched for Bigbasket in the Google Playstore app, downloaded it, shopped for groceries as a new user, created an account, added address and placed the order successfully. After the order delivery, gave ratings for the order. This user journey has been captured in the attached pdf document.

Bigbasket Onboarding Teardown.pdf

Activation Hypothesis 1:

1 order successfully delivered in the first week of app download - 1 order in 7 days

Activation Hypothesis 2:

2 orders placed in the first fortnight of app download - 2 orders in 14 days

Metrics to Track:

1. D1, D7, D14, D30- Play store/ App store app views
2. D1, D7, D14, D30- App downloads (to study drop-off, i.e. downloads vs activation )
3. Daily Active Users & Monthly Active Users
4. D1, D7, D30 transactions (to be compared with downloads)
5. Payment page non-completion and drop offs
6. Repeat order ratio/percentage