Introducing PoojaMart​

PoojaMart is an online platform that delivers pooja items across India.

The platform's parent company is Shatamanam Bhavathi, which started in 2021 as an online platform to book pandits to carry out pooja in and around Hyderabad

They achieved PMF by the end of 2023, with an early customer base of 1000+ with a repeat rate of 35% and a referral rate of 55%.

#lifetime bookings on the platform = 3000

AOV = $40

Lifetime order value ~ $100,000

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Problem Statement​

The plan is to scale the platform to increase the customer base by ~10X in the next 2 years and also to extend the services across the Telugu states in India (currently only operating in Hyderabad), maintaining a healthy repeat rate of 30-40% along with a referral rate of 50+%

This project will pan out the acquisition strategy to achieve the stated goals

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Market size

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Pan India TAM = 37.5 Crores

Telugu States SAM = 2.6 Crores

Telugu Population SOM = 10% of SAM ~ 20 Lakhs ​

SOM Population = 20 lakhs -> 5 Lakh families

Average # of pooja in a quarter = 1 per family

AOV of a pooja booking = 3000/-

Total SOM = 5Lakh families * 3000 AOV * 4 quarters

= ₹600 Crores 🤑​

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ICP discovery

After speaking to the early adopters of the platform and also brainstorming with the founding team on what worked and what didn't in the Pre-PMF stage, we arrived at the ICPs to target in the next leg of growth of the company

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ICP2 market is a huge market which we plan to cater at a later stage

Current focus will be on ICP1 - once we build trust in India, scaling it abroad to NRIs will be relatively easier

The tech needed for ICP2 will be

1. Smooth process on the app to book pooja services
2. Zoom meets integrated into the PoojaMart app to connect with Indian pundits
3. Stripe payments to facilitate payment in USD / any other foreign currency

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For the rest of the project, we will focus on ICP1

Let's look at some characteristics of possible influencers and blockers in the decision-making of the ICP

Influencer/Blocker characteristics

So the ICP is a working professional, who's decisions can be influenced by their family members - wife potentially as an influencer and mother/father/brother as blockers

We can win their trust when the platform is referred by their friends and family and by offering discounts

We will now focus on acquisition channels to acquire new users depending on the ICP characteristics, their interests, behaviour etc.

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Acquisition Channels

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Given that we are moving into the early scaling stage - we will focus on experimenting with channels to understand which channel scales our user base ASAP and brings in converting users.

Channel experimentation

1) Organic Push - SEO for PoojaMart​

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To quickly execute with low effort and to maximize potential pooja bookings through SEO channel - we will focus on ranking high on queries that come with a "Use case" and our "Brand"

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We will plan out blogs with relevant content to the user use case, tutorial videos to book pooja services seamlessly and talk about the brand story to promote the brand perception when they intend to buy.

Potential revenue from SEO

Bookings from Use case queries = 400

Bookings from Brand based queries = 250

Total bookings = 650

AOV = 3000/-

Potential revenue from SEO = 1950000/-

2) User Referral

As seen from ICP characteristics and influencer/blocker characteristics - its important to crack referrals to build trust in the platform and increase the customer base

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Happy moments in the user journey

1. Repeat user - already booked more than 2 poojas on the platform - DID or DIDN'T give a rating - books a pooja every quarter or on every occasion
2. Happy user - Gives a user rating of 4+ after the pooja

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How will they discover

1. After the user rates the pooja with a 4+ we will move them to the referral page
2. The primary source to share the referral link will be WhatsApp
3. User contacts will be updated post permission and let them share the link directly to WA

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Why will they share

Platform currency will be discounts on the next pooja booking

Social currency will be sharing reliable and trusted pundit with friends and fam

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How will they track

1. The user dashboard will have a separate section for referral - with referral links, referral benefits and referral status clearly defined for the user
2. Will share the details of the referred friend's journey in pooja booking

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How do they keep referring ​

​Potential revenue from Referrals

Lifetime users = 1000

Successful referral rate = 40%

New users = 400

Total bookings = 400

AOV = 3000/-

Potential revenue from Referrals = 1200000/

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3) Paid Ads

LTV of a power customer

LTV = Average order value * Frequency * Retention

AOV = 3000/

Frequency = 1 pooja every quarter

Retention = 1 year

LTV = 3000 * 4 * 1 = 12000/-

Target CAC <= 1500/- for an LTV:CAC >= 8

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Targeted channels - Google and FB ads

Audience segment - Tier 1 cities in South India, Age group 35-50, shops online, relevant search queries,

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Google ads preview

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​​Potential revenue from Paid ads

New signups from Google = 2000

New signups from FB = 1500

Total new signups = 3500

Successful first pooja booking = 40%

New paid users = 1400

AOV = 3000/-

Potential revenue from Referrals = 4200000/-

Total Ad spends = 500000/-

CAC to LTV at 1:8

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Conclusion

In this acquisition project, we looked at the acquisition strategy of PoojaMart to acquire more users and increase revenue

User call insights gave us clarity on the potential ICP that we can target through various acq channels

Since the company is in the early scaling stage we are focusing on building the right channels for future growth and to experiment faster.

Since the ICP cares about his friends using the product, about the quality of pooja, about referral benefits, actively shares pundit details, and hangs out on google and FB - we focused on acquiring them through 3 channels

Organic SEO

Referral Program

Paid Ads

The potential revenue from these 3 channels for the next year is close to

1 Crore INR

PoojaMart✌

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