Engagement & Retention project | Swiggy Minis

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Engagement & Retention project | Swiggy Minis

Company Profile

Minis is the result of the diversification strategy of Swiggy. It is a self-serve platform that allows businesses to set up their online store and reach out and sell to customers - both local and pan India. Minis on Swiggy allows sellers to build their storefronts, upload product catalogues, and funnel existing and new customers from various channels to one unified selling platform with seamless payments and logistics integrations, all in a matter of minutes and with no technical know-how required.

Link - https://mini.store/

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Where is the Gap that Swiggy Minis is filling

Small sellers have various options to reach customers and sell their products, each with its own set of benefits and limitations. Here's a comprehensive look at some common avenues small sellers might use, along with their cons and limitations:

1. Using Instagram

How It Works: Sellers use their Instagram profiles to showcase products, engage with followers through posts and stories, and manage orders via direct messages or integrated shopping features.
Cons & Limitations:
- Algorithm Dependence: Visibility heavily depends on the Instagram algorithm, which can limit reach unless engaging content is consistently produced.
- High Competition: The platform is saturated with sellers, making it difficult to stand out without significant marketing efforts or unique offerings.
- Limited eCommerce Features: While Instagram has shopping features, it lacks the full functionality of a dedicated e-commerce platform, such as catalogue management or comprehensive analytics.

2. Creating a Website

How It Works: Sellers build their websites using tools like HTML, CSS, and JavaScript, or website builders like Wix or Squarespace, to sell products directly to consumers.
Cons & Limitations:
- Technical Skills Required: Requires some level of technical knowledge or the hiring of developers, which can be costly.
- SEO and Traffic Generation: Generating traffic requires understanding SEO, and there might be substantial costs associated with driving traffic through paid ads.
- Maintenance and Security: Ongoing website maintenance and security can be challenging and expensive, especially for non-tech-savvy individuals.

3. Using eCommerce Platforms (e.g., Shopify, WooCommerce)

How It Works: Platforms like Shopify and WooCommerce allow sellers to create online stores with extensive customization options, integrated payment systems, and various plugins for enhanced functionality.
Cons & Limitations:
- Monthly Fees and Transaction Costs: These platforms often charge monthly fees and a percentage of each transaction, which can eat into margins.
- Genericness: While customization is possible, many small sellers may use similar templates, making it hard to stand out.
- Technical Challenges: While easier than building a website from scratch, there's still a learning curve to effectively use these platforms.

4. Participating in Flea Markets

How It Works: Sellers set up booths at local flea markets to sell their goods directly to consumers, offering a personal selling experience.
Cons & Limitations:
- Seasonal and Inconsistent: Flea markets are often seasonal or occur on specific days, limiting consistent sales opportunities.
- Physical Presence Required: Requires physical effort and presence, which can be taxing and limits scalability.
- Limited Reach: Only reaches consumers who attend the markets, missing a broader online audience.

5. Using Social Commerce Platforms (e.g., Meesho)

How It Works: Platforms like Meesho enable sellers to sell through social media channels with the platform handling logistics and payment processing.
Cons & Limitations:
- Dependence on Platform: Sales are dependent on the platform's technology and reach; any changes in policy or fees can significantly impact the sellers.
- Limited Control Over Branding: Sellers might find it challenging to build their brand when using a platform designed to promote their own branding and user experience.

6. Using Online Marketplaces (e.g., Amazon, eBay)

How It Works: Sellers list their products on large marketplace platforms where they gain access to a vast audience.
Cons & Limitations:
- High Competition: Competing with thousands of other sellers, including direct manufacturers and large brands.
- Fees and Commission: Marketplaces take a cut of every sale, which can be significant.
- Less Control Over Customer Experience: Marketplaces control the user experience, which can limit a seller's ability to manage how their products are presented and how they interact with customers.

Core Value Proposition of Swiggy Minis

Minis Highlights 3 core benefits to small businesses/entrepreneurs.

Zero commissions: Sell & grow your business on Minis to keep all your profits to yourself
Complete control: Get complete access and control of your brand, orders and customer details
Engage with customers: Share customised items, answer their queries and more via Mini-chat

The core value proposition of Swiggy Minis centres on providing small businesses and individual entrepreneurs a zero-commission, self-serve platform that facilitates easy setup and management of online storefronts. This initiative allows sellers to fully control their operations, including catalog and order management while avoiding the typical high costs associated with online marketplaces. Swiggy Minis aims to democratize online selling by making it accessible, cost-effective, and versatile for a wide range of products beyond food.

How Minis is solving this for its sellers.

Swiggy Minis envisioned as a feature within the Swiggy platform that focuses on mini-sized orders or quick, small purchases, can help small sellers meet their needs in several ways. Here's how Swiggy Minis could potentially address the challenges and fulfil the needs of small sellers:

Ease of Use:
- Offers a straightforward interface for onboarding (Promises a fully functional e-commerce store ready in 5 minutes to do business) and creating a catalogue, which is easier to manage than creating and maintaining.
- Handles all aspects of the order process, from payments to customer queries to delivery to feedback, reviews and rating.
Reduced Marketing Burden:
- Provides promotional tools within the platform that sellers can use to increase visibility and sales, such as discounts, coupons, and secret coupons.
- Provide integration with WhatsApp, Facebook and Instagram for running social media Ads, Aso do the basic SEO for stores created.
Logistics and Delivery:
- Helps manage all logistics and delivery processes with 3PL integration with SHiprocket, Shippigo and Shadowfax, which is particularly beneficial for small sellers who may lack the resources to offer fast and reliable delivery services.
- Ensures timely and professional delivery, enhancing customer satisfaction and repeat business.
Trust and Security:
- Leverages Swiggy's established trust and brand reputation to instill confidence among buyers, which is crucial for small sellers who are new to the market and lack a recognizable brand.
- Provides a secure payment infrastructure that protects both sellers and buyers, handling transactions with established security protocols.
Feedback and Customer Interaction:
- Facilitates direct feedback from customers through reviews and ratings, which can help sellers improve their offerings.
- Allows sellers to respond to customer feedback directly on the platform, enhancing engagement and customer service.
Analytical Insights:
- Offers sellers access to analytics and sales data that can help them understand customer preferences and buying patterns.
- Enables sellers to make informed decisions about product offerings, pricing strategies, and promotional activities based on data-driven insights.

What Makes a Swiggy Minis Seller an Active Seller

Seller Type	Description	Monthly Orders	Feature Usage	Business Dependence	Additional Activities
Casual	Small-scale sellers who use the platform lightly.	About 10 orders	Use basic features; not fully utilizing the platform.	Minis as a secondary or minor sales channel.	Limited or no additional marketing activities.
Core	Engaged sellers who rely significantly on Minis.	About 50 orders	Use most platform features effectively.	Minis is the primary sales channel.	May engage in some promotional activities.
Power	High-volume sellers fully committed to Minis.	600+ orders (20+ orders/day)	Utilizes all available features.	Uses Minis as their main business platform, akin to a personal website.	Runs regular social media campaigns, and utilizes advanced features for promotion and customer engagement.

Segmentation ICP Based

Criteria	Casual Seller	Core Seller	Power Seller
Seller Type	Small-scale, infrequent sellers	Regular, engaged sellers	Full-scale, highly active sellers
Age	20-30 years	25-40 years	30-50 years
Gender	Male/Female	Male/Female	Male/Female
City	Tier 2 & Tier 3 cities	Tier 1 & Tier 2 cities	Major urban centres (Tier 1 cities)
Occupation	Part-time jobs, students	Full-time jobs, small business owners	Entrepreneurs, established business owners
Educational Background	College Education	Graduate degree	Advanced degrees or significant industry experience
Income Source	Part-time jobs, gigs	Primary job, secondary business	Primary Business
Marital Status	Single	Married or single	Married or single
Family Size	Lives with friends or alone	Lives with flatmates, family, or alone	Lives with family
Most Used Apps	Social media apps (Instagram, Snapchat), gaming apps	Professional apps, social media (LinkedIn, Facebook)	Business management tools, social media (LinkedIn)
Money Spent Where	Entertainment, dining out	Household necessities, business investments	Business growth, personal and family investments
Content Consumed	Entertainment videos, casual games	News, educational content, industry trends	Industry news, business growth strategies
Hobbies	Gaming, socializing with friends	Reading, casual sports	Travelling, reading, strategic games
Monthly Orders	Few orders (e.g., 10 orders/month)	Moderate orders (e.g., 50 orders/month)	High volume (20+ orders/day)
Primary Business	Part-time or side business	Primary channel but not only source of income	Full-fledged business operation
Platform Usage	Uses basic features	Uses most features effectively	Utilizes all features extensively
Marketing Activities	Minimal or none	Some targeted promotions	Extensive marketing across multiple channels
Dependence on Platform	Low	Moderate	High
Experience with Online Sales	Limited experience	Some experience, still learning	Highly experienced and skilled
Customer Interaction	Minimal direct interaction	Regular interaction and feedback management	Intensive interaction, high customer engagement
Business Goals	Supplement income	Steady income source	Market expansion and dominance
Growth Potential	Low growth expected	Moderate growth potential	High growth and scaling potential

Engagement Framework

Frequency	Primary	Regular Use & Interaction: Encourage frequent app use through notifications, updates, and insights that help sellers manage their daily operations efficiently. Regular interaction with the app ensures sellers are more responsive to customer orders and can quickly adapt to changing market demands. Continuous Data Input: Frequent seller updates regarding inventory, pricing, and special offers help keep the platform dynamic and responsive to customer needs, enhancing the service’s overall value proposition.
Depth	Secondary	Feature Utilization: Drive deeper engagement by training sellers to use more complex App features such as sales analytics, targeted promotions, and customer feedback tools. This not only improves their operational efficiency but also their ability to strategise based on data-driven insights. Quality of Interaction: Enhance the quality of interactions with the app by providing a user-friendly interface and personalised support, making it easier for sellers to manage their presence on Swiggy Minis.
Width	No	Narrow Focus on Specific Offerings: Keep the seller app focused on facilitating and enhancing the experience of selling mini-sized orders rather than broadening the app to include unrelated features or services. This focus helps maintain clarity and usability for sellers, who will likely have specific needs related to quick, small-scale order fulfilment. Avoid Feature Bloat: Preventing the app from becoming overloaded with features that are not directly beneficial for the quick service food industry, ensuring that the app remains efficient and easy to use for sellers.

Product Hooks

Hook 1: Automated Inventory Management

Element	Details
Goal	To minimize stock discrepancies and ensure inventory is always updated accurately.
Success Metric	Reduction in inventory errors; increase in customer satisfaction due to accurate stock information.
Problem Statement	Sellers frequently encounter challenges in keeping their inventory levels accurate, leading to issues like overselling or stockouts.
Current Alternative	Manual inventory updates or third-party inventory management tools that do not integrate seamlessly with the selling platform.
Solution	Implement an automated inventory management system within the Swiggy Minis app that syncs with sales data in real time and alerts sellers about low stock or discrepancies.

Hook 2: Dynamic Pricing Tool

Element	Details
Goal	To maximize profitability by adjusting prices based on demand, competition, and market trends.
Success Metric	Increase in average profit margins; more competitive pricing leading to higher sales volume.
Problem Statement	Sellers struggle to set competitive prices that also reflect market dynamics and ensure profitability.
Current Alternative	Manual price adjustments based on guesswork or static pricing strategies that fail to capitalize on changing market conditions.
Solution	A dynamic pricing feature that uses algorithms to suggest optimal pricing strategies based on real-time data analytics, competition, and demand patterns.

Hook 3: Real-time Sales Dashboard

Element	Details
Goal	To provide sellers with immediate insights into their sales performance, helping them make informed decisions quickly.
Success Metric	Increase in the use of dashboard data for business decisions; improvement in sales efficiency.
Problem Statement	Sellers lack immediate and actionable insights into their sales trends and customer preferences, hindering effective decision-making.
Current Alternative	External analytics tools that are not integrated with the sales platform and require manual data interpretation.
Solution	A comprehensive, easy-to-use sales dashboard integrated into the Swiggy Minis app, offering real-time analytics on sales, customer behaviour, and financial trends.

Hook 4: Seller Marketplace

Element	Details
Goal	To expand sellers' reach by providing a platform where they can promote their products to other sellers and engage in B2B transactions.
Success Metric	Increase in seller-to-seller transactions; growth in seller network engagement.
Problem Statement	Sellers have limited avenues to market their excess inventory or procure goods at wholesale prices directly from other sellers.
Current Alternative	Traditional B2B marketplaces may not cater specifically to the needs of small-scale or mini-sized order sellers.
Solution	Develop a specialized marketplace within Swiggy Minis where sellers can list products for bulk sale or purchase, creating a supportive seller community.

Engagement Campaign

To effectively engage sellers using the Swiggy Minis Seller App, I will outline five distinct seller engagement strategies. Each strategy will focus on different aspects of the seller experience on the platform, such as order management, inventory updates, and analytics. The strategies will be presented in individual tables for clarity and focus.

Strategy 1: Efficient Inventory Management Training

Element	Details
Title	Efficient Inventory Management Training
Goal	To enhance sellers' ability to manage and update their inventory efficiently using the app.
Focused ICP	Core and Power Sellers
Seller Behavior	Sellers often struggle with keeping inventory data updated, leading to discrepancies between actual stock and online listings.
Pitch / Content	"Master your inventory with our easy step-by-step training! Keep your listings accurate and customers happy."
Offer	Free webinar training and an eBook on inventory management best practices.
Channel	Email campaigns, In-app notifications
Frequency and Timing	Quarterly training sessions; reminders sent one week and one day before the session.
Success Metric to Track	Decrease in stock discrepancies and customer complaints regarding availability.
Ramp-Up Milestone	50% of targeted sellers trained by the end of Q2.
Reasons Why the Campaign Will Work	Providing training helps sellers optimize their operations and reduces issues related to stock management, leading to better customer satisfaction.
Proposed Flow	Introduction email -> Sign-up link -> Reminder email -> Training webinar -> Feedback survey -> Follow-up training offer

Strategy 2: META Ads Utilization Boost

Element	Details
Title	META Ads Utilization Boost
Goal	To encourage and educate sellers on the effective use of META Ads to increase visibility and sales.
Focused ICP	Power Sellers
Seller Behavior	Power Sellers are looking to maximize sales and reach but may not be utilizing META Ads to their full potential.
Pitch / Content	"Unlock the full potential of your Swiggy Minis store with META Ads! Learn how to target your ideal customers and boost your sales."
Offer	Free trial of META Ads and a detailed guide on creating high-performing ads.
Channel	In-app messages, Email
Frequency and Timing	Campaign launch at the start of a new quarter; follow-up after one month.
Success Metric to Track	Increase in ad adoption rate and a corresponding boost in sales for participating sellers.
Ramp-Up Milestone	25% increase in META Ad usage by the end of the campaign.
Reasons Why the Campaign Will Work	Educating sellers about the benefits and strategies of META Ads will encourage them to invest in ads, increasing their sales and engagement.
Proposed Flow	Email introduction -> In-app tutorial -> Free ad credits -> Ad performance review -> Adjustment recommendations

Strategy 3: Catalogue Update Incentive Program

Element	Details
Title	Catalogue Update Incentive Program
Goal	To motivate sellers to regularly update their catalogues to reflect new items and seasonal offerings.
Focused ICP	Casual and Core Sellers
Seller Behavior	Sellers may neglect regular updates due to perceived complexity or lack of time.
Pitch / Content	"Keep your menu fresh and exciting with regular updates. Participate in our update challenge to win exclusive rewards!"
Offer	Rewards such as increased visibility on the platform and promotional credits for those who update monthly.
Channel	In-app notifications, SMS
Frequency and Timing	Monthly updates; reminders sent a week before the deadline.
Success Metric to Track	Number of updates completed and an increase in customer engagement with updated listings.
Ramp-Up Milestone	40% of targeted sellers participating by the end of Q3.
Reasons Why the Campaign Will Work	Incentives drive behaviour changes; regular catalogue updates can attract more customers by offering new and relevant products.
Proposed Flow	Notification about the program -> Instructional content on updating catalogues -> Monthly reminders -> Reward distribution

Strategy 4: Enhanced Sales and Engagement Analytics Training

Element	Details
Title	Enhanced Sales and Engagement Analytics Training
Goal	To help sellers understand and utilize the analytics tools provided by the app to improve their sales strategies.
Focused ICP	Core and Power Sellers
Seller Behavior	Sellers are not fully leveraging the insights from analytics due to a lack of understanding.
Pitch / Content	"Gain insights into your customer behaviours. Join our analytics training and learn how to drive more sales effectively."
Offer	Free analytics training sessions and subsequent monthly performance review calls.
Channel	Email, In-app alerts
Frequency and Timing	Bi-annual training; monthly review calls.
Success Metric to Track	Increased usage of analytics tools and improvement in sales figures post-training.
Ramp-Up Milestone	60% of targeted sellers trained by the end of the year.
Reasons Why the Campaign Will Work	With a better understanding of analytics, sellers can make informed decisions that enhance their sales and customer satisfaction.
Proposed Flow	Initial email invite -> Training session -> Monthly follow-up calls -> Feedback and adjustment guidance

Strategy 5: Review and Ratings Engagement Campaign

Element	Details
Title	Review and Ratings Engagement Campaign
Goal	To encourage sellers to engage with customer reviews and ratings actively, improving trust and service quality.
Focused ICP	Casual, Core, and Power Sellers
Seller Behavior	Sellers often overlook the importance of engaging with reviews, missing opportunities for improvement and customer interaction.
Pitch / Content	"Connect with your customers like never before! Respond to their feedback and build a loyal customer base with our new review engagement tools."
Offer	Guidelines and best practices for managing reviews, plus recognition for the most engaged sellers.
Channel	In-app messages, Email
Frequency and Timing	Launch at the start of a new financial quarter; ongoing monthly reminders.
Success Metric to Track	Increase in the number of reviews responded to by sellers and improvement in overall ratings.
Ramp-Up Milestone	50% increase in review responses by sellers within six months.
Reasons Why the Campaign Will Work	Encouraging sellers to engage with reviews enhances customer trust and can lead to higher retention and satisfaction rates.
Proposed Flow	Campaign announcement -> Provision of response tools and training -> Monthly performance highlights -> Recognition and rewards for top performers

Retention Levers for Swiggy Minis Sellers

1. Enhanced Platform Usability

Details: Improving the interface and usability of the Swiggy Minis Seller App to make it intuitive and user-friendly for all levels of tech-savviness.
Impact: Easier navigation and functionality can reduce frustration and increase the frequency of app usage, encouraging long-term engagement.

2. Automated Inventory Management

Details: Implementing tools that automatically update inventory levels based on sales, alert sellers about low stock, and potentially integrate with supplier systems to reorder stock automatically.
Impact: Minimizes stockouts and overstock situations, which can significantly reduce lost sales and improve customer satisfaction.

3. Dynamic Pricing Tools

Details: Providing sellers with dynamic pricing capabilities that adjust prices based on demand, competition, and other external factors to maximize profits and stay competitive.
Impact: Helps sellers optimize their earnings and adapt to market changes, making their business more resilient.

4. Data-Driven Insights and Analytics

Details: Offering robust analytics tools that provide insights into sales patterns, customer preferences, and market trends.
Impact: Empowers sellers with data to make informed decisions about product offerings, promotions, and pricing strategies, enhancing their ability to succeed on the platform.

5. Marketing and Promotion Support

Details: Facilitating marketing tools within the app, such as the ability to run promotions, coupons, and featured listings.
Impact: Increases visibility and sales opportunities for sellers, driving more transactions and highlighting successful seller strategies to emulate.

6. Community and Network Building

Details: Creating a seller community through forums, webinars, and networking events that allow sellers to connect, share experiences, and learn from each other.
Impact: Builds a sense of belonging and loyalty to the platform, while also providing peer learning and support.

7. Personalized Seller Support

Details: Offering tailored support through dedicated account managers or specialized support teams that help sellers optimize their store and resolve issues quickly.
Impact: Increases seller satisfaction by providing reliable and personalized assistance, which is critical for maintaining long-term relationships.

8. Flexible Payment Options

Details: Ensuring timely and flexible payment methods to cater to the diverse needs of sellers.
Impact: Prompt and reliable payment processes improve trust and reduce financial stress for sellers, which is crucial for retention.

9. Streamlined Order Fulfillment Process

Details: Simplifying the order fulfilment process, including integration with logistics partners, to ensure a smooth operation from order receipt to delivery.
Impact: Reduces operational hassles and enhances seller efficiency, which can significantly affect their satisfaction and decision to stick with the platform.

10. Recognition and Rewards Programs

Details: Implementing programs that recognize and reward top-performing sellers based on various metrics such as sales volume, customer ratings, or innovation.
Impact: Motivates sellers to perform better and remain engaged with the platform, fostering a competitive yet supportive marketplace.

Seller Churn

The current churn rate for Swiggy Mini's sellers is around 30%. Benchmarking this with the competition is tough as the churn numbers of Shopify, Etsy, Bikayi, and Dukan are not available publically.

One of the major reasons for churn is that Swiggy mini is a diversification product of Swiggy, while the mini is a SaaS product where its seller's responsibility to take care of and end activities, a lot of time sellers, as well as customers, get confused that Swiggy will take care of demand generation and order delivery, as that is the case for the major business of Swiggy i.e. food delivery and Instamart.

Voluntary reasons for churn

The seller is not happy with the current offerings.
The seller is facing a payout delay.
The seller is not getting support for growth.
The seller came with the perception that Swiggy will help in demand generation.
They came with the perception that they would get to TAP in the existing Swiggy customer base.
They found a better alternative that suits their needs.
The seller is grown on Swiggy minis, and now they want a customized website, in terms of look and feel.

Involuntary reasons for churn

Seller pivoting the business and their new goal does not align with the Swiggy minis offerings.
The seller is closing down the business completely.
The seller is seasonal.
The market for which the seller was operating no longer exists.

Negative Actions to Look For

1. Decline in Sales Volume

Indicators: A consistent drop in the number of orders or total sales revenue over a significant period.
Action: Investigate the causes—whether they're market trends, increased competition, or seller-specific issues—and offer targeted support or solutions.

2. Reduced Platform Engagement

Indicators: Decreased activity in managing listings, fewer updates to the catalogue, or reduced participation in promotional activities.
Action: Reach out to understand if there are usability issues or dissatisfaction with platform features, and provide training or enhancements as needed.

3. Increased Complaints or Disputes

Indicators: A rise in the number of complaints filed by customers against the seller or an increase in disputes regarding deliveries, product quality, etc.
Action: Facilitate resolution support and offer mediation to ensure both customer and seller grievances are promptly and effectively addressed.

4. Negative Reviews and Feedback

Indicators: An uptick in poor ratings and negative reviews on the seller’s profile.
Action: Provide feedback and coaching on best practices for customer service, and product quality improvement, and request reviews from satisfied customers to balance the negatives.

5. Delayed Response Times

Indicators: Slower response times to customer inquiries or platform communications.
Action: Check in with the seller to identify any underlying issues they are facing and offer support to streamline their operations or communications.

6. Lower Re-Stocking Rates

Indicators: Decreased frequency or volume of inventory updates, indicating possible disinterest in maintaining stock levels.
Action: Offer inventory management tools or consultation to help optimize their stock levels and reduce the operational burden.

7. Skipping Platform Updates

Indicators: Not updating the app or ignoring new feature rollouts and platform updates.
Action: Educate sellers on the benefits of updates and how they can simplify their selling process, potentially through webinars or one-on-one sessions.

8. Cancellation and Refund Rates

Indicators: An increase in the rate of order cancellations initiated by the seller or higher refund requests from customers.
Action: Investigate the root causes of cancellations and refunds, provide solutions to common issues, and offer training to improve order fulfilment processes.

9. Payment Issues

Indicators: Complaints about payment delays, discrepancies, or the payment process.
Action: Ensure transparency in the payment process, provide clear timelines and resolve any issues swiftly to maintain trust.

10. Disengagement from Communications

Indicators: Ignoring emails, newsletters, or other communications from the platform.
Action: Attempt re-engagement through personalized communications, assess the relevance and frequency of sent content, and adjust strategies accordingly.

11. Expressing Dissatisfaction Publicly

Indicators: Sellers voicing discontent about the platform on social media or other public forums.
Action: Engage directly to address their concerns, improve public relations efforts, and showcase stories of seller success and satisfaction.

Retention campaigns.

Campaign 1: Enhanced Seller Onboarding

Element	Details
Strategy Title	Enhanced Seller Onboarding Experience
Goal	To ensure that new sellers understand how to use the platform effectively from the start, increasing early engagement and reducing early-stage churn.
Focused ICP	Casual Sellers
Pitch/Content	"Get started on the right foot with our comprehensive onboarding program designed to help you maximize your sales and efficiency from day one!"
Channel to Promote	Email, In-app notifications, and Welcome video upon first login
Frequency and Timings	Initial setup followed by weekly tips for the first month
Success Metrics	Reduction in churn rate within the first 90 days, increase in seller activity levels in the first month
Ramp-Up Milestone	90% of new sellers complete the onboarding process within their first week
Reasons It Will Work	Proper onboarding ensures sellers are well-prepared to use the platform and see its benefits quickly, boosting confidence and reducing frustration.
Proposed Flow	Welcome Email -> Interactive Onboarding Video -> Checklist of Initial Tasks -> Weekly Tips Email Series -> Feedback Survey

Campaign 2: Dynamic Pricing Optimization Workshop

Element	Details
Strategy Title	Dynamic Pricing Optimization Workshop
Goal	To educate sellers on using dynamic pricing tools to maximize profits, especially during peak demand times.
Focused ICP	Core Sellers
Pitch/Content	"Learn how to adjust your pricing in real-time to boost your earnings with our expert-led Dynamic Pricing Workshop!"
Channel to Promote	Email, Webinars, In-app messages
Frequency and Timings	Quarterly workshops
Success Metrics	Increase in usage of dynamic pricing features, improvement in average earnings per seller
Ramp-Up Milestone	50% of core sellers adopt dynamic pricing strategies following the workshop
Reasons It Will Work	Teaching sellers to respond to market demand with flexible pricing helps them stay competitive and increase earnings, encouraging continued engagement with the platform.
Proposed Flow	Announcement Email -> Registration for Workshop -> Pre-Workshop Prep Material -> Live Webinar -> Post-Webinar Follow-up with Q&A and Resources

Campaign 3: Monthly Seller Success Stories

Element	Details
Strategy Title	Monthly Seller Success Stories
Goal	To motivate and inspire sellers by sharing success stories of other sellers, demonstrating effective strategies and the potential for growth on the platform.
Focused ICP	All ICPs
Pitch/Content	"Get inspired by the success of fellow sellers! Learn from their experiences and apply these insights to grow your business!"
Channel to Promote	Email newsletters, Blog posts, In-app features
Frequency and Timings	Monthly features
Success Metrics	Increase in engagement metrics post-feature, positive feedback on content, increase in application of featured strategies
Ramp-Up Milestone	Feature 12 sellers per year with measurable growth following their featured month
Reasons It Will Work	Positive reinforcement through success stories encourages emulation of effective practices and fosters a community feeling among sellers.
Proposed Flow	Selection of Featured Seller -> Interview and Story Development -> Story Publication -> Promotion across Channels -> Monitoring Engagement and Feedback

Campaign 4: Seller Support and Feedback Program

Element	Details
Strategy Title	Seller Support and Feedback Program
Goal	To improve seller satisfaction and retention by actively seeking and addressing feedback and concerns.
Focused ICP	Power Sellers
Pitch/Content	"Your feedback drives our platform! Join our exclusive program to help shape the future of our seller tools and services."
Channel to Promote	Direct emails, Dedicated support hotline, In-app feedback form
Frequency and Timings	Ongoing, with quarterly reviews
Success Metrics	Reduction in negative feedback, improvements based on seller suggestions, increased seller satisfaction scores
Ramp-Up Milestone	Engage with 75% of power sellers in the feedback program within the first year
Reasons It Will Work	Direct engagement with sellers about their concerns shows commitment to their success and responsiveness to their needs, enhancing loyalty.
Proposed Flow	Invite to Program -> Initial Feedback Collection -> Quarterly Review Meetings -> Implementation of Changes -> Feedback on Changes