Onboarding project | Swiggy Mini

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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Ideal Customer Profile 1: Priya

Attribute	Details
ICP Name	Priya
Age Range	25-40 years
Gender	Female
Location	Tier 1 cities in India (e.g., Mumbai, New Delhi, Bengaluru, Chennai)
Income Levels	Potential to earn from their hobby/business
Marital Status	Both married and unmarried
Employment	Might be employed or have worked in New Age Startups, Technology-Driven Companies, Traditional Corporates, or Self-Employed
Goals	Turn a passion or skill into a profitable business, desire for financial independence, reach a wider customer base
Pain Points	Limited market reach, no platform for unique products, balancing job and passion, lack of logistics knowledge
Spending Habits	Invests in quality materials for products, prioritizes business growth tools, attends paid networking events
Life Goals	Achieve financial independence, establish a recognized brand, maintain a balance between passion and personal life
Current Solutions	Social media, local markets, word of mouth, existing online marketplaces
Skills/Hobbies	Handicrafts, baking/cooking, artwork, jewellery making, customized gifts, gardening, health and wellness
Looking For	Easy setup/use platform, wider customer base access, logistic support, minimal investment, marketing support

JTBD for Ideal Consumer Persona 1

Category	Explanation	Example 1
Functional	Priya seeks a straightforward solution to transition her hobby into a profitable business, requiring an online platform that can manage sales, customer interaction, and inventory with minimal technical know-how.	Using Swiggy Minis, Priya aims to efficiently set up an online storefront that showcases her unique, handmade products, attracting more customers without needing to invest time in learning web development.
Personal	Priya aims to achieve financial independence and personal growth by turning her passion into a full-time business.	By choosing Swiggy Minis, Priya is looking to feel empowered and confident in her ability to run a successful online business, aligning her work more closely with her personal values and passions.
Financial	Priya is focused on maximizing her income potential from her hobby/business while minimizing startup and operational costs.	Priya uses Swiggy Minis to avoid the high costs associated with setting up a standalone e-commerce site, benefiting from the platform’s built-in features to increase her sales and profit margins with a minimal initial investment.
Social	Priya desires to elevate her brand's image and establish credibility in a competitive market, signalling her commitment and professionalism to potential customers.	By launching her business on Swiggy Minis, Priya communicates to her customer base that her brand is trustworthy, innovative, and customer-oriented, enhancing her social standing and brand perception among a wider audience.

Ideal Customer Profile 2: Anjali

Attribute	Details
ICP Name	Anjali
Age Range	40-55 years
Gender	Female
Location	Tier 1 and Tier 2 cities in India (e.g., Pune, Hyderabad, Kolkata, Jaipur)
Income Levels	Financial stability; looking for productive use of free time
Marital Status	Married with grown-up children or single
Employment	Homemaker, part-time worker, or recently retired
Goals	Utilize free time for business, share homemade/organic products, generate income
Pain Points	Limited market access, lack of online selling knowledge, logistics management difficulties, need for simplification
Spending Habits	Focuses on cost-effective solutions for product creation, willing to invest in small-scale marketing
Life Goals	To contribute to the household income, achieve self-realization through entrepreneurship, share a passion with a wider audience
Current Solutions	Selling to neighbours/friends, local community events, word of mouth, social media platforms
Skills/Hobbies	Cooking traditional/regional cuisines, gardening organic produce, crafting health and wellness products
Looking For	User-friendly sales setup, logistics/delivery services, minimal investment, pricing/marketing guidance, branding support

JTBD for Ideal Consumer Persona 2

ICP (Ideal Customer Profile)	2
ICP Name	Anjali
Age	40-55 years
Gender	Female
Location	Tier 1 and Tier 2 cities in India (e.g., Pune, Hyderabad, Kolkata, Jaipur)
Income Levels	Has financial stability; looking for opportunities to utilize free time productively
Marital Status	Married with grown-up children or single
Companies	May have been a homemaker, part-time worker, or recently retired from a full-time job
Goals	To utilize free time by starting a business from home, share homemade or organic products with a wider audience, generate additional income
Pain Points	Limited access to the market, lack of technical know-how to sell online, difficulty in managing logistics and delivery, need for a platform that simplifies the selling process
Where do they spend time?	Social media (to connect with friends and family and for business research), Gardening, Cooking and recipe forums, Health and wellness groups, Community events
Current Solution	Selling to neighbours and friends, Small-scale selling at local community events or through word of mouth, Limited online presence through social media platforms
Skills/Hobbies	Cooking, especially traditional or regional cuisines, Gardening, especially organic produce, Making homemade pickles, jams, and other preserves, Crafting organic health and wellness products
Looking For	A user-friendly platform that enables easy setup and sales, Access to logistics and delivery services, Minimal upfront investment, Guidance on pricing and marketing, Support for branding and reaching out to potential customers

Refer to the document for the onboarding teardown.

Swiggy Minis_onboarding.pdf

Activation Metrics

Focusing on the seller side of Swiggy Minis, let's tailor the activation metrics for the activation on the platform. these include creating a seller account, listing their first mini item, completing their first sale, receiving their first review, and responding to a customer query.

Here are the tailored activation metrics for seller activation:

Tailored Activation Metrics for Swiggy Minis Sellers

Activation Metric	Hypothesis Behind Metric	Detailed Reasoning	How to Track
1. Time to First Item Listing	Sellers who list their first item quickly are more likely to be engaged and motivated to sell through Swiggy Minis.	The time from account creation to listing the first mini-item is a critical indicator of a seller's engagement and understanding of the platform. A swift listing process suggests that the platform is user-friendly and that the seller sees value in the service.	Track the average time from account creation to the first item listing. Use seller onboarding analytics.
2. First Sale Completion Rate	Completing the first sale is crucial for a seller to see the platform's potential for their business.	The rate at which new sellers complete their first sale can indicate how well the platform matches sellers with potential buyers and the overall market demand for their offerings. High completion rates suggest effective market fit and seller onboarding.	Measure the percentage of new sellers who complete their first sale within a set period after listing.
3. Seller Onboarding Process Completion	Sellers who complete the onboarding process are more equipped to utilize the platform's features effectively.	Completing the onboarding process ensures that sellers are familiar with the platform's tools and services, such as order management, analytics, and customer interaction features. This comprehensive understanding is crucial for maximizing sales potential and operational efficiency.	Track the percentage of sellers who complete each step of the onboarding process and identify drop-off points.
4. Initial Customer Feedback Score	Early customer feedback can provide sellers with insights into their product quality and service, influencing future improvements.	Monitoring the initial feedback scores and comments that sellers receive can highlight areas for improvement in product quality or service, affecting seller reputation and sales. Positive early feedback can encourage continued engagement with the platform.	Monitor the average customer feedback score for sellers within their first month and analyze the content of reviews.
5. Response Rate to Customer Queries	Prompt responses to customer queries indicate a seller's commitment to customer service, potentially affecting repeat business.	The rate at which sellers respond to customer queries and concerns is an indicator of their customer service quality. A high response rate can enhance customer satisfaction and loyalty, leading to repeat orders and positive reviews, which are vital for a seller's success on the platform.	Track the percentage of customer queries responded to within a predetermined timeframe, and measure response times.

Implementing and Leveraging Seller Activation Metrics

To effectively leverage the metrics focus, we should also implement the given below steps.

Seller Support and Education: Offer comprehensive support and educational resources to help sellers understand how to effectively list items, manage orders, and engage with customers.
Feedback Loop: Create a mechanism for sellers to receive and act on customer feedback, including regular reviews of their offerings based on customer preferences and feedback scores.
Monitoring and Optimization: Continuously monitor these activation metrics and provide sellers with regular performance reports, insights, and suggestions for improvement.
Incentivize High Performance: Consider implementing rewards or recognition programs for sellers who excel in these activation metrics, encouraging high standards across the platform, such as seller badges, or shoutouts.

Metrics to evaluate the “efficiency”  of the onboarding flow

Total users completing the mandatory steps of onboarding (Phone number and email ID addition).
Total number of sellers adding payment details.
Total number of sellers adding the pickup address.
Total number of sellers adding the category details.
Total number of sellers setting delivery charges.
The total number of sellers uploading the catalogue.
The total number of sellers adding Instagram accounts.
Total number of sellers done the first order.