About Supertails

Supertails is an online marketplace for all things related to pets. It's a one stop solutions for pet food, pet accessories, pet toys, pet health care, pet grooming and even pet training and pet friendly vacation.

Urbanization, income growth, and lifestyle changes has made more and more people having pets, so the pet care market is booming. India is actually the fastest-growing market for pet care in the world! There are so many different pet care products and services available now, like pet food, healthcare, grooming, and accessories.

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Supertails is the first of its kind digital platform that supports the ever-increasing pet parent community with a one-stop solution for pet food, supplies, vet consultation.

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Ideal Customer Profiles​

ICP 1 - Shreya

• Shreya is 33 years old married women working in digital marketing in Bengaluru
• She is living with her husband who is also working and 2 dogs
• She works 5 days a week and travels once in 2 months
• She uses social media platforms like Instagram, FB, Linkedin etc
• She mostly shops online, unless its very urgent and even if quick commerce cannot do the job
• She values time over money but saving money is still something she strives for
  
  

Problem Statement for Shreya (ICP 1)

• She orders food twice a month. Mostly she orders food for a month, but she normally orders again mid month, when the food gets over. For first time, she uses supertails, but for the second order she normally goes for quick commerce platforms like zepto, due to urgency in terms of delivery time.
• Once in 2 months, she needs grooming and vet services. It is very difficult to take them outside.

JTBD for Shreya (ICP 1)

• Personal - She needs assurance that pet supply and services will be available when needed, which minimizes the effort she has to put everytime she has to take her pets to vet and minimizes the stress about the delivery of the food and supplies timely.
• Functional - She needs home service option for vet and grooming services and timely supply of food and other products.

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ICP 2 - Radhika

• She is 28 years old unmarries women working in Bangalore in sales
• She is living with her younger sister along with 2 cats
• She has hybrid work culture, where she works 3 days from office
• She travels for work once in a month
• She consumes more video content so spends time on insta and youtube
• She mostly shops online, but ocassionally shops offline in case of expensive purchases
• She values money more and buys wherever she finds better price

Problem Statement for Radhika (ICP 2)

• She orders pet food and other products online once a month. Ocassionally she needs more supply mid month. She looks for specific brands, supply for which is a problem in market. Also, she finally orders from platfom which gives better price and deals.
• She takes her pet to Vet once in 3 months, mainly when it is necessary. So, she doesn't prefer online service for this. But she likes calling people for grooming in home rather than outside, since cats are not comfortable with new people and new places.

JTBD for Radhika (ICP 2)

• Financial -She needs the best prices and deals for pet food and products. She avoids overpaying for the products by comparing prices on the platform.
• Functional - She wants access to particular brands. Also, she needs reliable soirce where she can place the bulk order for month at once and also grooming services that she can rely on.
• Personal - Avoiding the stress of taking cats to new places and their well being. She also wants to avoid the hassle of comparing things and finding things on multiple platforms.

ICP Overview

Onboarding Teardown

Supertails.pdf

Activation Metrices

Hypothesis 1 - Atleast 1 order in first 45 days - D45 (Quantitative)

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We user calling, one thing which is clear is pet parents order pet food, treats and litters atleast once per month. Mostly they buy in bulk and order again in mid month, if short of supply.

So even if a pet parent has already ordered a supply, still he/she will need the supply again in next 45 days.

Hypothesis 2 - Atleast 2 order in first 6 months - D180 retention (Quantitative)​

Clear indicator that customer is considering the app for his orders and there is a potential to convert the customer into power user.

If price, delivery time and selction is sorted, he might start doing purchase every month.

Hypothesis 3 - Atleast 1 vet consultation/Pharma order in first 6 months (Quantitative)​

Vet consultation and pharma orders are occassional and need basis the health of pet, so if user uses this atleast once in first six months, it means that the user is finding it helpful and trusting the platform as pet health is very sensitive issue for parents.

​Hypothesis 4 - Monthly relationship value is upwards of Rs.3k (Quantitative)​

As per user calls, on an avg user spends 4-6k per month on a pet. So, if the user is spending 3k per month on supertails that means his major chunk of purchase is happening on supertails.

This will potentially be our power user.

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Hypothesis 5 - Customer shares the referral code with atleast 1 pet parent (Qualitative)​

Clear indicator that customer is liking the app and its services. Also, we have seen with user calls that more than hakf of the pet parents start using app on referral from other pet parents. So trust is a very important factor is this industry.

So , if someone is referring supertails to someone else, its because he trusts the platform.

Hypothesis 6 - Customer gives atleast 4 star rating on Playstore (Qualitative)

If customer gives the rating on playstore which if 4 or more than 4, it means he liked the service. Normally ratings are given if someone likes a lot or has some issue to point out. So 4 rating is a good indicator that customer is satisfied and more likely to come back again.