Acquisition - Swish (By Ankit)

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Acquisition - Swish (By Ankit)

Elevator Pitch

Food delivered in 10 minutes? Yeah, we’re that fast.

Swish has a network of full-stack cloud kitchens across Bengaluru, and controls the entire experience—from cooking to delivery that ensures top-notch hygiene, consistent taste, and unbeatable speed.

We are already serving 100,000+ users with a 4.7-star app store rating and redefining convenience for the urban foodie. Unlike other platforms, we don’t rely on third-party restaurants and work in a hyperlocal end-to-end model. Meaning - better quality, lower costs, and zero delays.

Craving something now? Download the Swish app and get your favourite meal delivered before your next meeting

Understand the product

(Before you begin, you need to know what your product is, what are its features, what is the problem being solved by your product?)

Product overview

Overview	Swish is a Bengaluru-based food delivery startup offering hot, fresh food in 10 minutes, targeting urban, time-sensitive customers like busy professionals, students, and impulse snackers.
Key Product Features	- Ultra-Fast Delivery (hyperlocal kitchens) - Full-Stack Model (controls prep to delivery) - 3-Click Ordering, Real-Time Tracking - Snackable Menu (Maggi, Popcorn, Coffee) - Hot Packaging & Responsive Support
Technology & Operations	- Cloud Kitchens optimized for speed - Proprietary Order Prioritization & Forecasting Tech - Compact Delivery Radius - Data Encryption & Deletion Options
Community Sentiment - Positive	- Speed & Reliability (even in bad weather) - Food Quality (fresh, hot, well-packaged) - Quick Customer Service - Novelty appeals to early adopters
Community Sentiment - Criticism	- Concerns on 10-min Delivery Feasibility - Pre-Cooked/Health Doubts - Labor Ethics (delivery staff pressure) - Scalability & Profitability Challenges
Ideal User Segments	- Young Professionals - Students - Busy Families - Impulse Snackers - Tech-Savvy Early Adopters
Competitive Edge	- Full-stack model (unlike Swiggy/Zomato) - Inspired by Quick Commerce (Zepto/Blinkit) for hot food
Problem being solved	- Hot food cravings, instantly satisfied — no more waiting 30+ mins for delivery. - No reliable food options during late nights or odd hours. - Busy lives leave no time to cook or plan meals. - Cravings for snacks or small bites often go unmet on regular apps. - Lack of trust in hygiene and consistency from street vendors or cloud kitchens

Understanding Core Value Proposition

Generic value proposition

For busy urban consumers who want hot, fresh food delivered instantly, Swish is a 10-minute food delivery platform that brings meals and snacks from our own kitchens to your doorstep—faster, safer, and more reliably than traditional food apps.

For ICP 1 - Urban professionals

For urban professionals who need fast, reliable meals during hectic work hours, Swish is a food delivery platform that provides hot, fresh food in just 10 minutes—without disrupting your schedule.

For ICP 2 - Students and young adults

For students and young adults who need quick, affordable food during late-night study sessions or spontaneous hangouts, Swish is a hyperlocal food delivery app that delivers comfort snacks and meals in just 10 minutes—right when cravings hit.

Fun fact

The place where i live in bangalore does not have swish as of now. To get gist of what hyperlocal food delivery is all about i decided to order from the one operational in my area - Blinkit bistro

WhatsApp Image 2025-05-31 at 16.22.14.jpeg

Well, i was delighted. Haven't had such hot and crunchy fries before - sitting at the comfort of my home :)

So here is the next day, ordered coffee

WhatsApp Image 2025-05-31 at 16.22.32.jpeg

Understand the user

(Go and speak to different users of the product and the people in the chain: households buying the product, shopkeepers selling the product, churned users, and users using competitor's products. In the case of B2B products identify the decision makers, the influencer, the blocker, and the end-user)

Understanding your ICP

User call summary

#	User Type	Age	Profile & Context	Discovery Channel(s)	Current Ordering Habit	Motivators (Why they’d use Swish)	Barriers / Pain Points	Opportunity for Swish
1	Direct user	29	• Senior Growth Marketer • Works in HSR (inside service zone) • Lives outside service zone	• Word-of-mouth from colleague • Offline posters (PGs, parking) • LinkedIn posts	1-2 orders / month (snacks, drinks)	• Friend vouched for high food quality • Enjoys testing new apps	• Service not available where she lives • Limited menu variety • Offers not important	• Expand to neighbouring micro-markets • Broaden snack/refreshment range
2	Direct user	27	• Brand Marketer (health sector) • Lives in Bellandur (service zone)	• Spotted couriers in green T-shirts (no ads/referrals)	1-2 orders / week (salads, “healthy”)	• Quick 10-min promise • Good quality healthy items	• Trust gap at first try • Menu too narrow for full meals • Offers not a draw	• Lean into healthy-fast positioning • Add fuller wholesome meals • Keep riders’ on-street branding
3	Universal user (non-customer)	26	• Marketing professional, lives in HSR • Sees Swish everywhere offline	• Billboards, branded straws, rider sightings	Downloaded once, no order , deleted	• 10-min speed attractive for last-minute needs	• App felt generic; “no aha” menu • Product photos looked fake/AI • Missing trusted brands	• Improve first-open wow: real photos, hero SKUs • Highlight trusted partner cafés • Retarget offline viewers with digital offer
4	Universal user (non-customer)	34	• Partnership Manager, drone startup • Swiggy One power user	• Knows of Swish but area not served	Food 2-3×/week + Instamart 3-4×/week	• Would try 10-min if available	• Coverage gap (not in his locality) • Already satisfied by Swiggy’s food + grocery bundle • Temperature issues even with Swiggy	• Prioritise geographic rollout • Pitch hot-on-arrival guarantee • Long-term: assess grocery micro-basket add-on
5	Universal user (non-customer)	26	• Technical professional • Lives outside Swish’s zone • Power user of Swiggy & Swiggy Instamart • Swiggy Black + swiggy hdfc credit card loyalty user	• Heard of Swish via LinkedIn • Seen delivery execs in HSR	Orders very frequently via Swiggy (uses offers + UI familiarity)	• Curious to try 10-min food • Likes Swish’s price point • Would try for coffee/snacks if in a hurry	• Swiggy ecosystem too rewarding (10% cashback, premium support, express delivery coupons) • Hard to trust new players without strong validation	• Build early trust via strong founder/brand presence • Make trial irresistible: loyalty-linked starter offers • Showcase 10-min benefit with real-time use cases (snacks, late meals)

ICP matrix

Attribute	ICP 1 Urban Professional	ICP 2 Student and young adults	ICP 3 Multitasking Parents	ICP 4 Impulse Snackers	ICP 5 Early Adopter
Age Group	24–38	18–26	28–45	18–40	18–40
Location	Bellandur, Whitefield, HSR Layout	Koramangala, Indiranagar, AECS Layout	Brookefield, Kudlu Gate	All Swish areas	HSR, Whitefield, Reddit, Twitter
Context of Use	During work hours, between meetings	Late-night studies, group orders	Quick meals for kids, guests	Cravings during WFH	Trying new tech, social buzz
Pain Points	Long delivery times, office cafeteria delays	No kitchen, limited late-night options	Time to cook, sudden hunger	30-min wait for small orders	Bored of old delivery apps
Why Swish Works	Fast, reliable, clean food at work	Cheap, instant food at odd hours	Hygienic, dependable for family	Instant delight, low lift	Novelty + 10-min wow factor
Popular Items	Lunch combos, coffee, light meals	Maggi, chai, fries	Kids’ meals, snacks	Samosas, tea, Maggi	Any item—focus on speed experience
Key Hook (Messaging)	“Food before your next call”	“Midnight Maggi? Done in 10”	“Dinner crisis? Solved.”	“Craving? Sorted in 10 min”	“Food before your reel ends”
Influencer	Colleagues, office Slack groups	Hostel mates, online communities	Spouse, other parents on WhatsApp groups	Friends, Instagram stories	Twitter/X, influencers, buzz on online communities
Blocker	Office cafeteria deals, expense policies	Budget issues, trust in quality	Safety, hygiene concerns	Guilt after binge eating, lack of trust	Burnout from fads, skepticism on claims
Most Active Platforms + Time Spent (Assumed)	LinkedIn (45–60 min), Instagram (30–45 min), Slack/MS teams (2–3 hrs)	Instagram (2–3 hrs), Reddit (1 hr), Snapchat (30min) WhatsApp (2 hrs)	Facebook (30–45 min), Instagram (30min), WhatsApp (2+ hrs), YouTube (1 hr)	Instagram (2+ hrs), WhatsApp (1.5 hrs), YouTube (1hr)	X/Twitter (1.5 hrs), Instagram (1.5 hrs), Reddit (1 hr), Threads (30 min)

ICP prioritization

Criteria	Adoption Rate	Appetite to Pay	Frequency of Use Case	Distribution Potential	TAM (User/Currency) Guessed range (wrt each other)
ICP 1: Urban Professionals	High	High	Moderate	High	~ 1400 users
ICP 2: Students & Young Adults	High	Moderate	High	High	~ 1800 users
ICP 3: Multitasking Parents	Moderate	High	Moderate	Moderate	~ 1000 users
ICP 4: Impulse Snackers	High	Low	High	Moderate	~ 1800 users
ICP 5: Early Adopters	Moderate	High	Moderate	High (viral)	~ 500 users

ICP prioritization

ICP 1 and ICP 2 can be focused upon due to the following reasons -

ICP 1 (Urban Professionals)

High adoption + high willingness to pay = strong monetization
Reliable, repeat use during work hours
Great distribution via offices, slack, word-of-mouth
Trust and hygiene matter more → easier to build brand credibility

ICP 2 (Students & Young Adults)

Frequent, high-volume usage (late nights, group orders)
High adoption + largest TAM = fast growth
Great for viral loops, social sharing, and retention
Price-sensitive, but perfect for scaling after proving ops and trust

Understand the market

(Let's begin by doing a basic competitor analysis in a tabular format considering all the parameters for your product and its competitors)

(Then let's try to understand the market at a macro level and evaluate the trends and tailwinds/headwinds.)

Now it’s time for some math, calculate the size of your market.

TAM = Total no. of potential customers x Average Revenue Per Customer (ARPU)
SAM = TAM x Target Market Segment (percentage of the total market)
SOM = SAM x Market Penetration/Share

Type of competitors

Type	Competitors	Why
Direct	Zepto Cafe, Swiggy Snacc, Blinkit Bistro	Operate own/cloud kitchens; optimized for 10–15 min delivery
Indirect	Zomato, Swiggy, Swiggy Bolt	Use restaurant partners; not purpose-built for Swish’s vertical model

Competitor analysis

Category	Zepto Cafe	Swiggy Snacc	Blinkit Bistro	Zomato	Swiggy	Swiggy Bolt
Core Problem	Same as Swish	Same as Swish	Same as Swish	Broader food discovery	Same as Zomato	Speeding up restaurant partner orders
Products / Features	10-min snacks, drinks, groceries	15-min snacks, meals, beverages	10-min meals, no preservatives	Restaurant listings, dine-out offers	Food delivery, Instamart, Dineout	Fast food from QSR partners (e.g., McDonald's)
Users	Urban professionals, families	Same as zepto cafe	Same as zepto cafe	All food delivery users	Same as Zomato	Same as zomato
Launch / Growth Strategies	Zepto app integration, LinkedIn posts, offline ads etc	Standalone app, launch discounts, influencer marketing	Office park activations, Blinkit fleet	SEO, loyalty programs, OTT ads	App marketing, partnerships	In-app promotions, gamified timers
Main Channels	Zepto app, standalone app, Instagram, offline billboards	Snacc app, tech park kiosks, Instagram	Blinkit app, Zomato app, LinkedIn posts	Mobile app, website, YouTube, OTT ads	Same as Zomato	Swiggy app (Bolt section)
Pricing	₹49–149; no extra platform fee	₹39–99 at launch; free delivery offers	₹89–129 meals; dynamic late-night fees	₹80–₹1,000; ₹4–₹6 platform fee	Same as Zomato	₹99–₹149 bundles; surge pricng may apply
Funding	Raised $665M in 2024; valued at $3.6B	Funded by Swiggy	Funded by Zomato; ₹2,800 Cr invested	Publicly listed company; multiple funding rounds	Raised $3.5B+ from investors	Part of Swiggy
Brand Positioning	Convenient café-style snacks and groceries	Fun, fast, Gen-Z focused	Simple, healthy meals delivered quickly	Reliable platform for diverse food options	Trusted national aggregator	Fastest option for common cravings
App Experience	Smooth ordering and tracking; minor bugs	Clean interface; fast reordering	Minimalist design; limited features (early stage)	Feature-rich but crowded interface	Same as Zomato	Fast and user-friendly interface
Review on items	Yes	No	Yes	Yes	Yes	Yes
Swish’s Right to Win	Healthier, personalized meals with subscriptions	Wider menu and better personalization	Expand beyond current locations and add wellness features	Faster, healthier, curated meals	More focused than generalist platforms	Greater control over food quality compared to partner QSRs
What to Learn	Utilize LinkedIn and offline ads to build trust	Launch offers can drive initial downloads	Highlight ingredient quality and transparency	Loyalty programs and bundles increase retention	High visibility builds scale	Maintain a light app interface and cluster kitchens for speed

Trends and tailwinds

Trend	Key Data/Insight	Source
Explosive Market Growth	India’s online food delivery market: $45B (2024) → $320B (2033), 23% CAGR	IMARC Group
Mobile & Digital Focus	85%+ of orders via mobile apps; 91%+ paid digitally (UPI, wallets, cards)	IMARC Group, IJFMR
Cloud Kitchen Expansion	Market to triple by 2033; $1.1B (2024) → $3.2B (2033); South India leads	IMARC Group
Hyperlocal Delivery	Hyperlocal commerce shoppers growing at 52% rate; speed & convenience prioritized	Clickpost, IMARC Group
Urban & Youth Demand	Urban professionals and youth drive adoption; Bengaluru is a leading market	IMARC Group
Sustainability Matters	59% of consumers influenced by eco-friendly practices	Outlook Business

TAM, SAM and SOM

Assumptions ->

Parameter	Value	Why
AOV	₹300	Swiggy/Zomato avg. is ₹280–350
Orders per week	2	Conservative for urban users
Adjustment Factor	70%	To account for drop-offs, churn, seasonality etc
Urban working-age segment	30%	From census and urban reports
Tech-savvy high-income %	12%	Based on smartphone/income penetration
SOM %	3–7%	Benchmark for early-stage food delivery market share
Operational cities	11 major Indian cities (mentioned in table below)	Not all cites would be sustainable. We need a good amount of urban population for it to success

City wise breakdown

City	Urban Pop (2023)	% Young, Tech-savvy, High-income	Target Users	Rationale
Bangalore	14M	25%	3.5M	IT + students
Mumbai	20M	12%	2.4M	Affluent mix
Delhi NCR	32M	8%	2.6M	Wide demographic
Hyderabad	10M	10%	1.0M	IT-driven growth
Pune	7M	12%	0.84M	Students + tech
Chennai	11M	8%	0.88M	Mid-tier adoption
Kolkata	15M	6%	0.9M	Slower digital ramp-up
Ahmedabad	8M	10%	0.8M	Rising affluence
Chandigarh + Jaipur + Indore (clubbed)	7M	11%	0.77M	Student/working cities
Total	—	—	14.19M	—

TAM, SAM, SOM calculation ->

Metric	Assumption	Calculation	Final Value
Average Order Value (AOV)	₹300 per order	—	₹300
Order Frequency	2 orders/week	2 × 52 = 104 orders/year	104
Adjustment Factor (drop-offs, churn, seasonality)	70% continue ordering	₹300 × 104 × 0.7	—
ARPU (Annual Revenue per User)	AOV × orders/year × adjustment factor	₹300 × 104 × 70% = ₹21,840	₹21,840

TAM – Total Addressable Market	Urban India: 543MTarget group (18–35): ~30% = 160MDigitally active/high-income: ~12% = 19.2M	19.2M × ₹21,840	₹419.3B (~$5.0B)

SAM – Serviceable Available Market (Top cities cities)	See table above (target users = 14.19M)	14.19M × ₹21,840	₹310.1B (~$3.7B)

SOM – Serviceable Obtainable Market	Projected share: 3–7% of SAM	₹310.1B × 3% → ₹9.3B₹310.1B × 7% → ₹21.7B	₹9.3B – ₹21.7B (~$110M–$260M)

If your product is in early scaling stage

Designing Acquisition Channel

(keep in mind the stage of your company before choosing your channels for acquisition.)

Channel Name	Cost	Flexibility	Effort	Lead time	Scale	Priority
Organic	low	med	med	high	high	4
Paid Ads	high	high	med	low	high	3
Referral Program	low	high	med	med	med-high	1
Product Integration	low	low	med	med	low-med	5
Content Loop	low	high	low	med	high	2

Channel selection

Referral
Content loops
Paid

Current acquisition channels for Swish (based on secondary research)

Channel	Type	Execution Style	Strengths	Limitations / Notes	Source
Referral Program	Organic/Growth	₹100 off signup + ₹250 wallet credit for referrer and referee	High viral potential, low CAC, widely shared via UGC	Can attract deal-seekers; needs churn management	App store listing, in-app, social pages
Paid Ads (facebook)	Paid	- unsure	Fast acquisition, measurable returns	spending level unclear	facebook ads library, hiring for performance marketing roles
Organic Social Media	Organic	Instagram/X/linkedin posts using Bangalore slang, hashtags, launch area announcements	Engages local audience, builds community	Needs consistency and regular content pipeline	Active instagram and linkedin profile
Influencer & UGC	Organic/Paid	Micro-influencers sharing codes like "TRYSWISH"; food bloggers sharing reviews	Drives credibility, reaches niche audiences	No marquee names yet, mostly micro/nano influencers with 10-20k followers	Influences pages on instagram
App Store and play store	Organic	Keyword in app name (“10-Min Food Delivery”), promo screenshots in listings, high rating	Boosts organic installs, free visibility	Limited to search discovery	App store, play store
Offline Ads (OOH) - Out of home marketing	Paid	Human billboards, witty hoardings (eg - "Our star coffee costs less bucks")	High local visibility, virality potential	Can be controversial (e.g. backlash on “human billboard ads”)	Reddit, linkedin
Hyperlocal Rollouts	Owned/Organic	Neighborhood-based expansion with social posts per area	Deep market penetration, localized love	Needs ops/kitchen sync, not instantly scalable	Social profiles
Word-of-Mouth (Tech & Startup Circles)	Organic	Coworking hubs ordering in masse, LinkedIn shoutouts from founders	Strong trust-building; organic adoption	Hard to control or scale directly	User interviews

Detailing Referral / Partner program

(For B2B companies, if referral does not make sense you'll take a crack at a partner program for your product)

Step 1 → Flesh out the referral/partner program
Step 2 → Draw raw frames on a piece of paper to get the gist.

(Don't spend a lot of time on design. This is for you to communicate how the referral hook will look)

we hope this helped you break the cold start problem!

Reminder: This is not the only format to follow, feel free to edit it as you wish!

Referral design

Step 1

Focus Area: Identify Customer Touchpoints

Details:

Trigger referral after-
• Repeat orders (2nd or 3rd)
• 5-star rating

->These indicate the user has experienced the core value (speed + quality) - AHA moment

Step 2

Focus Area: Define the Brag-Worthy Element

Details:

• “Got Maggi in under 10 minutes”
• “My food came before my next meeting”
• “Hot, fresh food. Faster than expected.”

->Can use these emotions in referral messages

Step 3

Focus Area: Define Platform Currency

Details

• Primary: ₹100 off for new user, Rs 250 SwishMoney for referrer and Rs 100 Swish money for new user after 1st order.
• Secondary: Dopamine (animations, celebration when a referral succeeds)

-> Start with money-based rewards, and layer dopamine later

Step 4

Focus Area: Determine When to Ask for Referral

Details:

• After a 5-star rating
• After 2nd or 3rd order
• In thank-you emails upon rating 5 star

-> These are “happy” moments with emotional peaks

Step 5

Focus Area: Referral Discovery Points

Details:

• “Refer & Earn” tab in Profile
• Push notification post-rating/order
• Order confirmation screen
• In-app banner (during idle time or browse mode)

Step 6

Focus Area: Referral Sharing Mechanics

Details:

• Channels: WhatsApp, Instagram, SMS, Copy Link, Email
• Sample Message:
“My food came hot and fast in just 9 mins 😳 Get ₹100 off your first order and Rs 100 if you wallet after a successful order. Click here. #JustSwish”
• Visuals: Swish logo, emojis, offer highlights

Step 7

Focus Area: Referral Tracking

Details:

In-app “Referral Dashboard” in Wallet/Profile
• Shows:
→ Total referrals sent
→ Completed / pending
→ Rs earned in Swish Money
→ Individual referral status

Step 8

Focus Area: Landing Page for Non-Users

Details:

Headline: “₹100 off your first order”
• Subhead: “Plus ₹100 SwishMoney after your first order”
• Highlights:
→ “Food in 10 minutes”
→ Trusted by 100K+ users
→ App store badges
• CTA: Download App (with auto-code fill)

Step 9

Focus Area: Encourage Continuous Referrals

Details:

Tiered Rewards:
→ Refer 3 = Bonus ₹150
→ Refer 5 = ₹500 + surprise
• Surprise Drops: Swish merch to frequent referrers
• Push Reminders: For eg after 2 referral - “You’ve earned ₹250! One more = Get additional ₹150 + your Rs250 :)”

Raw frames

Detailing Content loops

Content Loop

(Keep it simple and get the basics right)

Step 1 → Nail down your content creator, content distributor and your channel of distribution
Step 2 → Decide which type of loop you want to build out.
Step 3 → Create a simple flow diagram to represent the content loop.

I am going to create the content loop for ICP2

Step 1

Audience understanding ->

Who are they?

Students & young professionals in Bengaluru
Heavy Instagram + WhatsApp users
Love memes, snackable content, and speed-driven novelty

Where they hang out:

Instagram Reels, Twitter/X, Reddit (r/bangalore), WhatsApp groups, college groups etc
Local creator pages, food blogs, campus meme pages

Step 2

Content loop design

Hook->

“How fast did your Swish order arrive? Beat the clock and win ₹!”

Prompt users to record a real-time countdown or stopwatch from the moment they order to the moment their food arrives.
Or encourage them to post a screenshot of the delivery time (e.g., “Arrived in 9:07 mins!”).
Framed as a challenge: “Faster than your coffee brewing? Prove it.”

Content creator ->

Everyday Swish Users

Anyone who receives their order in under 10 minutes is eligible.
The app nudges them to share right after a fast delivery.
Optionally incentivize them with ₹50 bonus SwishMoney for posting with tag & referral link.

Distribution channel ->

Instagram Reels + Stories + WhatsApp shares

Pre-filled CTA: “Post your timer or delivery time on Instagram and tag @justswishin with #SwishChallenge”
Add a personal referral code to the story (visible on screen or sticker)
Option to share on WhatsApp with friends: "My Maggi came in 8:43 mins. Use my code XYZ100 to try Swish."

Step 3 -

Additional ->

Influencer campaign: "How fast can your order arrive?" challenge
App-triggered prompt: “Your order came in 8:23! Want ₹50 more? Post your timer screenshot on Instagram + tag us.”

Detailing Paid Advertising

(Understand what is already being done, what is working out well and what needs to be stopped)

Step 1 → Define the CAC: LTV ratio. If your product has a healthy CAC:LTV ratio, proceed with paid ads.

Step 2 → Choose an ICP

Step 3 → Select advertising channels

Step 4 → Write a Marketing Pitch

Step 5 → Customize your message for different customer segments to ensure relevance

Step 6 → Design at least two ad creatives (e.g., images, sketches, videos, text ads) that reflect your marketing pitch.

Step 1 - CAC-LTV

Metric	Estimate
Avg Order Value (AOV)	₹120–₹150 (lower end)
Avg Orders per User/Month	6–8 (snacks, late-night meals)
Retention Period	4–5 months
LTV	Approx ₹2,700–₹4,500
Target CAC	₹250–₹500 (aiming for min 1:5 LTV:CAC ratio)

Inference - Healthy CAC:LTV so it paid ads are feasible

Step 2 - ICP

ICP 2: Students & Young Adults

Age: 18–26
Locations: Koramangala, Indiranagar, AECS Layout (hostel/PG-heavy zones) etc
Behavior: Late-night cravings, exam prep, group orders, cravings
Needs: Affordable, instant food (Maggi, chai, fries)
Platforms: Instagram (Reels/Stories), WhatsApp, Reddit, Snapchat

Step 3 - Advertising channels

Channel	Reason
Instagram Reels + Stories (Meta)	Visually driven, high daily use, meme/reel culture
Facebook (Meta)	PG/students’ groups, especially in 2nd/3rd tier
YouTube Shorts	Snackable content pre-sleep (8PM–2AM)
Reddit (organic/ads)	r/bangalore, student forums for credibility via UGC

Step 4 - Marketing pitch

“Midnight Maggi? Done in 10. Swish delivers hot snacks to your PG or hostel in under 10 minutes.

Late-night cravings? Solved.”

Step 5 - Segmentation

Micro-Segment	Message
Study all-nighters	“Exam stress? We got your Maggi.”
Group chill/hangouts	“Snacks in 10 for everyone. No mess, no drama.”
PG/Hostel people	“No kitchen? No problem. Chai, Maggi, fries in 10.”
Solo students / young working class	“Late-night hunger? One tap, it’s solved.”