​

ICP 1

ICP 2

ICP 3

Name

Ayush

Roushan

Sneha

Age

25-30

30-35

17-25

Income bracket

₹75k+ per month

₹100k+ per month

₹10-15k per month

Marital status

Single

Married, Living with partner

Single

Gender

Male or Female

Male or Female

Male or Female

Working/Student

Working professional

Working professional

Student

Location

Near corporate areas like Golf course road, Koramangla,

Andheri in Delhi NCR, Bangalore, Hyderabad, Mumbai

Metros and some tier 1 cities.

Not necessarily close to corporate areas

Student areas like GTB Nagar,

South campus, Kalkaji in Delhi,

Similar areas in Bangalore, Mumbai and other metros

Living situation

With flat mates or alone

With partner or partner + parents

PG, Flat, 1 Room in a building

What are the apps that they use?

Instagram, Twitter, Linkedin,

Orders a lot on Zomato/Swiggy, Netflix, Amazon, Blinkit

Social media, Linkedin, Netflix, Amazon, Blinkit

Instagram, Snapchat, Youtube,

Spotify, Netflix and other OTT, Amazon

Pain points

Manages breakfast in the morning by themselves but

has not made any arrangements for lunch and dinner yet.

Dinner gets cooked by the maid in the evening around 8 PM but

manages to catch the maid only around 70% of the time in the evening. 

On occasional days, maid might not come to cook in the morning.

If maid doesn’t cook, primary person to cook in the kitchen

is not in the mood to cook the meal.

Bad PG Food sometimes, missed picking the tiffin,

missing breakfast because of early class

Other solutions for meals available

Cooking maid,

Self cooking,

Nearby restaurants/dhabas, Zomato/Swiggy, Tiffin service

Cooking maid,

Self cooking or by partner,

Nearby restaurants/dhabas, Zomato/Swiggy

Nearby restaurants/dhabas,

Zomato/Swiggy, College canteens, Tiffin service

Influencers

Missing the maid because reached late from office ,

Craving for homestyle food,

Ease of ordering during lunch, Scheduling lunch

No maid days, urgent delivery required between 2 meetings

Home style food cravings, Limited budget

Blockers

Upper limit of no. of meals that you can have in a day,

Maid, Nearby restaurants/dhabas,

Other cuisines/restaurants on Zomato/Swiggy

Maid, Nearby restaurants/dhabas, Other cuisines/restaurants on Zomato/Swiggy

College canteens,

In room snacks like maggi,

Nearby restaurants/dhabas,

Other cuisines/restaurants on Zomato/Swiggy

What do they like about everyday?

Daily changing menu, Affordable pricing, Scheduling, Home chef endorsements

Home style food, 15-20 min delivery, Scheduling, Home chef endorsements

Daily changing menu, Home style food, 15-20 min delivery,

Affordable pricing

Fast delivery requirement

Low

High

Medium

Affinity to homestyle food

Medium

High

Low

Affordability requirement

Medium

Low

High

Most likely meal they would order from everyday

Primary - Lunch

Secondary - Dinner

Lunch

Primary - Dinner

Secondary - Lunch/Breakfast

Approx. self/maid/PG/Tiffin service

meals in a month

(Please click here for calculation)

39

58

41

Approx. meals from

dhabas/restaurants/Dining out/College canteen

20

19

33

Approx. meals from Zomato per month (without everyday)

12

11

7

Approx. Everyday meals per month

19

2

9

Natural frequency for Everyday

4-5 meals per week

2-3 meals a month

2-3 meals per week

Average monthly spend on everyday

~₹2470 at AOV of ₹150

~₹260 at AOV of ₹130

~₹1170 at AOV of ₹120

User cohort based on research

Power

Casual

Core

​

Loyalist

Champions

In danger

Hibernating

Recency

Ordered within the last 3 days

Ordered within the last week

Ordered within the last month

Ordered within last 90 days

Frequency

2-5 meals a week

2-3 meals in 15 days

Usually 1-2 meal a month

Once sometime in

the last 90 days

Monetary

Average monthly spend -

~₹2470 at AOV of ₹150

Average monthly spend -

~₹1170 at AOV of ₹120

Average monthly spend -

~₹130-₹150

NA

ICP 1 - Ayush

ICP 2 - Roushan

ICP 3 - Sneha

Loyalist

• This cohort is here to stay.
• For their living situation, they have tried out a lot of options

for meals and found everyday to be the most reliable and solving for their needs.

• It will take a lot of bad experiences or a change in living situation entirely

for them to stop ordering from everyday.

In danger

• These users can churn out anytime since they don’t rely on

Zomato everyday for their meals.

• Everyday is one of the many options for them.

Loyalist - Champions

• This cohort does transactions in the range of loyalists to champions.
• They get bored easily with one type of food and

keep exploring other options but they keep coming back to everyday regularly

because of home style food cravings and affordability of Everyday.

ICP identified

Ayush (ICP 1)

Ayush (ICP 1)

Sneha (ICP 3)

Sneha (ICP 3)

Roushan (ICP 2)

User type & natural frequency

Power user in the loyalist cohort, Orders 4-5 meals a week

Power user in the loyalist cohort, Orders 4-5 meals a week

Core user in the loyalist to champion cohort, Orders 2-3 meals a week at a lower monetary value

Core user in the champion to loyalist cohort, Orders 2-3 meals a week

Casual user in the In danger cohort, Orders 1-2 meals a month

Objective of the campaign

Engagement strategy - Depth with a new feature.

So Primary - Depth, Secondary - Breadth

User Objective - Go deeper into the consideration set of

total meals that a user can have and more product offerings.

Business objective - Increase AOV

Engagement strategy - Depth.

User Objective - Engage deeper with the

user with more offerings in the menu.

Business objective - Increase AOV

Engagement strategy - Frequency with a new feature.

So Primary - Frequency, Secondary - Breadth

User Objective - Transition from core to power user. 

Business objective - Increase no. of orders from 2-3 to 3-4.

Engagement strategy - Frequency

User Objective - Transition from core to power user. 

Business objective - Increase no. of orders from 2-3 to 3-4.

Engagement strategy - Frequency

User Objective - Get closer to the frequency of core users

Business objective - Increase no. of orders from 1-2 a month to 1-2 in 15 days.

Context of the campaign?

Subscription with additional benefits

Launch a subscription as a feature for a power user,

where you could subscribe for a period of time or a set number of meals.

When someone is opting for a subscription for a meal, they can get add ons

like beverages and desserts at a discount of flat 50%. This helps in binding the user for

at least the subscribed time and motivates them to add beverages/desserts

to their cart for depth in their cart.

New seasonal drinks offerings for summer

Beverages on Everyday are in the range of Rs 29-49.

We will offer these beverages at a discounted price for the 1st month and then just do comms.

While this is beverage specific, similar campaigns can be done for desserts.

Student pass

A student pass is a wallet for this ICP where you can recharge a

minimum of 500 and get 10% off on the next 4 orders done in 7 days.

The %age off can have an incremental 2% with each ₹500 added till a ceiling of

16% max discount on a recharge of ₹2000.  

College canteen menu, but homestyle

The affinity towards homestyle food for this ICP is low.

Everyday works as an alternative since it is affordable and convenient.

But still the inclination is there towards eating foods like rolls, pav bhaji,

chowmein etc. Launching a menu for which has items like these but made in a

homestyle way will help us capture more mind share for this ICP.

This is to be done only in locations serving the college crowd.

Homestyle snacking

To increase frequency in this cohort, evening mealtime (3PM to 7PM) is ideal.

The affinity towards home made meals is high here however,

snacks is a mealtime where this ICP still struggles since this is

something they have to manage on their own.

Offer a 50% up to ₹80 off on all snacks orders for 2 weeks.

Sample comms and pitch

“Don’t forget to order lunch now.

Subscribe today for the next 5 days and get your beverage fix at 50% off”.

• “Mummy wants you to have lassi in this heat.

Order kar lena aaj k lunch k sath at a discounted price of Rs 19”

• “Aaj breakfast k sath orange juice piya?

Mummy wants to know. Order now with your breakfast at a discounted price of Rs 19”

“Introducing student pass.

Recharge and get an additional discount of up to 16% on your everyday orders”

“Chowmein khaa lo, mummy ne bhijwaya hai.

Order from the newly launched home style college canteen menu

from Zomato everyday starting at ₹79.”

“Shaam ho gayi, bhook lagi hogi.

Why not try our home style sandwich today at 50% off”

Channel of communication

• Whatsapp, Push notifications for awareness
• Emailers
• In app nudges on menu and cart pages

• Whatsapp, Push notifications for awareness
• Customization screens  - Add ons for drinks with tag - “Mummy’s summer choice”
• Cart upsell with tag - “Mummy’s summer choice”

• Whatsapp, Push notifications for awareness
• In app nudges on menu and cart pages

• Whatsapp, Push notifications for awareness
• In app banners on the menu and nudges on the cart pages
• College canteen menu tag

• Whatsapp, Push notifications for awareness

Frequency of communication

• Twice a week

• Twice a week

• Twice a week

• Twice a week

• Twice a week

Timing & duration

• Sunday evening WA message (Lunch is a primary meal)
• Monday morning PN (Reminder)
• Start when identification of power user is

done for a period of 4 weeks.

• Evaluate to understand if tweaking in the offer

is needed or we have to  stop sending the notification.

• Discount duration - After subscribing for at least 15 meals in a period of 60 days.

• Start in April end at the onset of summer till July ends
• Whatsapp comm on Monday and push notifications on

Wednesday (Most likely days for orders)

• Discount duration - Stop post 4 successful orders with a beverage

• WA message on Monday evening (Dinner is a primary meal)
• PN on Tuesday morning (Reminder)
• Continue for 4 weeks or till the 1st recharge of ₹500 is done.

Reminder notification for recharge when wallet value is < ₹100.

• Evaluate to understand if tweaking in the offer is needed or

we have to  stop sending the notification.

• Discount duration - Taper down post 5 successful recharges.

• WA message on Monday evening (Dinner is a primary meal)
• PN on Wednesday evening (Reminder)

• WA message on Monday post lunch
• PN on Thursday post lunch
• Continue the comms for a month or

1st order for snacks placed, whichever is earlier. Tweak if required

• Discount duration : 4 snacks orders

Metrics to track

To understand efficacy of comm

• WA and PN delivery rate
• WA and PN open rate/CTR
• Lead time to subscribe since delivery of comm

To understand subscription

• Impressions on the subscribe button
• CTR for Subscribe tab
• No. of meals subscribed for
• No. of days subscribed for
• Mealtimes subscribed for
• 7/15/30/45/60 Day retention 
• Depth metric - No. of meals subscribed for in a month(frequency)*No. of meals subscribed for(Money)

To understand efficacy of comm

• WA and PN delivery rate
• WA and PN open rate/CTR
• Lead time to order since delivery of comm

To understand attach rate and upsell - Engagement rate

• Funnel - Menu open to order placed
• Addition of beverage item to cart from menu
• Add on attachment rate, Cart Add on attachment rate
• Orders with beverages
• Incremental AOV
• Depth metric - Total GMV for the campaign = No. of meals(frequency)*AOV(money)

To understand efficacy of comm

• WA and PN delivery rate
• WA and PN open rate/CTR
• Lead time to subscribe since delivery of comm

To understand student pass recharges

• Impressions on the student pass button
• CTR for student pass tab
• No. of passes availed and recharged
• Average recharge amount
• No. of orders with the recharged amount
• No. of days required to utilize 100% of recharge amount
• 7/15/30/45/60 Day retention 

To understand efficacy of comm

• WA and PN delivery rate
• WA and PN open rate/CTR
• Lead time to order since delivery of comm

To understand new menu performance -

• Menu opens, Cart builds with new menu, Orders
• Items ordered
• Ratings for these orders and items
• New users gained
• Repeat users
• D7/15/30/45/90 day retention

To understand efficacy of comm

• WA and PN delivery rate
• WA and PN open rate/CTR
• Lead time to order since delivery of comm

To understand campaign performance -

• No. of evening mealtime orders in 14 days
• AOV of the orders
• Repeat frequency of evening mealtime orders for a user
• Additional orders from other mealtimes

Success metric

• Subscribing at least 3 times in a month for at least 5 meals.

This will ensure at least 15 meals out of average 19 (~75% of meals) 

• Addition of beverage/dessert in at least 20% of meals.
• Great performance metric: At least 1 incremental meal including subscribed + unsubscribed
• Repeat subscription by at least 50% of the users in M2.

For a period of April to July

• Expected meals if same frequency continues - 19*4 = 76
• Addition of beverage 
• • Great performance metric- >=30% of orders, translates to >23 orders with beverage

and >~₹437 additional GMV

• • Average - 20 - 30% of orders, translates to ~15-23 orders with beverage

and ~₹285 - ₹436 of additional GMV

• • Poor - <20% of orders, translates to <15 orders with beverages

and <₹285 of additional GMV

• 100% of wallet money utilized in the benchmark time frame.

Time frame will have to be user specific depending on the current AOV

and current no. of meals. Benchmark no. of days lower than the current no. of days

in which the recharged amount is utilized.

• 1 Incremental order per week for 60 days. Movement from 2-3 to 3-4.
• Great performance metric: 2 Incremental orders per week for 60 days.

• Average increase of 1 order per week consistently for 60 days
• 30-40% retention to the new menu
• 8-10% attach rate of new menu items along with existing orders
• Great performance metric: Incremental 2 orders per week

with at least 1 order from the new menu.

• At least 2 evening orders in 14 days
• Increase in overall monthly frequency from 2 to 4.
• Great performance metric: 2 evening orders and 2 breakfast/lunch/dinner meals

taking the total frequency from 1-2 a month to 5-6 a month.

Voluntary reasons

Involuntary reasons

• Bored with the menu - While it is a different item everyday,

items start repeating in 10-12 days and preparation style is similar

for most veggies, so taste is similar

• Don't like the taste & quality
• Poor packaging or leakage experience
• Bad hygiene experience - Foreign object in food
• Switched to a tiffin service
• Pricing- While it is affordable, there are cheaper options available
• Limited options to choose from in the menu
• Got a new tiffin service

• Moved to a city/location with no

serviceability of Everyday

• Got married or moved in with partner

and is getting home cooked food

• Parents have moved in, so getting home cooked food

​

ICP

Ayush, who was a power user, ordered 4-5 meals per week

Ayush, who was a power user, ordered 4-5 meals per week

Roushan, who was a casual user and ordered 1-2 times a month

Sneha, who was a core user, ordered 2-3 meals per week

Sneha, who was a core user, ordered 2-3 meals per week

Stage of churn

Is at risk now

Has churned now

Has churned now

Has churned now

Has churned now

Identification of stage/Metrics to analyze post churn

Disengagement increased, from 4-5 meals a week they came down to

1-2 meals a week(drop by 50%.

Menu opens are also less frequent now and conversion from menu to order is also

lowered for them.

Negative actions in reviews where he stated that the menu is becoming repetitive.

This came out as a strong point in user research as well.

Disengagement increased, from 4-5 meals a week they came down to 1-2 meals a week

and then further down and now he hardly orders. 

Disengagement - Was ordering 1-2 meals per month,

Has not ordered in the last 90 days

Disengagement - Was ordering 2-3 meals per week,

which further reduced to 1 meal a week.

Now she doesn’t order and has shifted to a new

tiffin service which was giving her better pricing.

Rating of 1 for the last few orders on packaging.

Very angry review for 1 of the orders.

She stopped ordering post the bad review

Why did they churn?

Bored with the menu.

Depended on the service a lot but was not liking the taste so much because

of the similar way of preparation.

Bored with the menu.

Depended on the service a lot but was not liking the

taste so much because of the similar way of preparation.

Shared reviews regarding that. Has now shifted to another tiffin service

and now uses a combination of tiffin and nearby dhabas for meals..

Always had a maid who cooked,

when the maid did not come, he relied on normal Zomato orders or a dhaba near to his office for lunch.

He didn’t live near a location where everyday was serviceable for breakfast and dinner.

Found a tiffin service which was offering a better pricing 

Bad experience with opening the meal tray.

Had ruined her dress in college because of the poor packaging.

Context of the campaign

Offering a simple discount in any manner will not solve the boredom in the menu,

hence designing this campaign for resurrection.

Celebrity chef menus

Introduce one celebrity chef in a month and get menus and add some items from them.

They make dishes that they make at their homes and not in their restaurants.

This will bring newness in the menu and will give more options to the user to choose from.

We can launch this at a small premium as well.

This can be available for 1-2 days in a week depending on usual drop off day

of week/mealtime for the cohort.

International cuisine day - Chinese, Italian, Mexican etc.

Homestyle dishes from international cuisines prepared by guest home chefs.

Tiffin services will not offer a lot of variety in terms of cuisines.

Everyday can leverage their scale and celebrate a

Homestyle Chinese day or homestyle pasta day.

This would help revive interest in the menu for users who have

churned out because the menu was getting boring.

With the existing menu, 6-8 items specifically from these cuisines can be added on select days. 

No maid day

Launch a user cohort specific coupon code- NOMAIDTODAY

This will be sent to the user with a validity of 14 days and ₹50 off on their next everyday order.

Can be applied twice in 14 days.

Super saver cashback on meals

Design a campaign with cashback in the form of zomato everyday credits.

The 1st meal costs ₹120 and gets a cashback of ₹50. 2nd meal costs ₹120 and

gets a cashback of ₹40. 3rd meal costs ₹120 and gets a cashback of ₹30.

4th meal becomes free with a total of ₹120 in cashback credits.

This cashback can be used on the 4th meal or before that only in 14 days.

We should be able to get to ~60% of the earlier frequency of 3 orders a week.

Perfect delivery

After evaluating issues with poor packaging and finding solutions,

we run a campaign called “perfect deliveries” by Zomato everyday. 

• ₹50 in Zomato credits to ensure kickstart on the meals and 10% off on the next 4 meals in 15 days.

Target is to reach at least 60% of the earlier frequency. 

• No questions asked refunds for genuine reasons to these users.
• Sleeve on the meal tray to ensure that packaging has been

rechecked to assure the user of no leakage.

Sample comms

“Special menu for special people.

Order what Ranveer Brar cooks for his kids at home from our newly launched celeb menu.

Order now.”

"Ciao! Ready for a great pasta?

Special homestyle pasta menu for today for you. Order now."

“Maid nahi aayi? Order home style meals from Zomato everyday.

Use NOMAIDTODAY and get ₹50 off on your next Everyday order”

“Here is a cashback program that earns you free meals.

Order today from everyday and get up to ₹50 as Zomato credits”

“No more leakage is our promise to you as a priority customer.

Order now with ₹50 in your account and 10% off on your next 3 orders”

Channel of communication

• Whatsapp, Push notifications for awareness
• In app banners on the menu

• Whatsapp, Push notifications for awareness
• In app banners on the menu for reaffirmation

• Whatsapp, Push notifications for awareness
• In app banners on the menu

• Whatsapp, Push notifications for awareness

• Whatsapp, Push notifications for awareness
• Zomato (Normal app) delivery tracking page

Frequency of comms

Twice a week.

Since this was a power user, comms would not be taken in a very negative way.

Twice a week.

Since this was a power user, comms would not be taken in a very negative way.

Twice a week. 

Twice a week. 

Twice a week. 

Timing & duration of campaign

Understand which mealtime/day of the week the drop is seen the maximum.

We will have to time the comms some time before that at a time when the user

would be considering ordering a meal.

For Eg - We identify Thursday lunch is the highest drop.

We can do PN on Wednesday evening and WA on Thursday around 11 AM.

Syncing this with new menu availability as well.

Duration - Based on the success of the campaign, this could become a feature.

Monday or Tuesday.

These are the days when traffic on the app is lowest and since the start of the week,

having a lively lunch will help in reviving churned customers.

Duration - Based on the success of the campaign, this could become a feature.

• Monday 11 AM Whatsapp
• Tuesday 11 AM PN

Start in the last week of the month when pocket money is on the lower side.

Will have to run this campaign based on frequency post campaign ends.

​

Continue for at least 2 times and then taper off

depending on the new natural frequency of the user.

This campaign needs to start asap after identification of churn and solving of the problems operationally.

Duration of the campaign depends on when the 1st order after churn is placed.

Discount will continue for 4 meals.

Metrics to track

To understand efficacy of comm

• WA and PN delivery rate
• WA and PN open rate/CTR
• Lead time to order since delivery of comm

To understand the campaign success

• Impressions on new menu items
• Total orders and GMV from new menu items
• Impression to item open to cart built to orders
• Orders on days where drops were happening for the user
• Retention in D 7/15/30/45/60

To understand efficacy of comm

• WA and PN delivery rate
• WA and PN open rate/CTR
• Lead time to order since delivery of comm

To understand the campaign success

• Funnel - Impressions to menu opens to cart builds to orders
• Items ordered from the new menu
• No. of churned users who ordered.

Churned user is someone who has not ordered in 90 days.

•  Churned user retention at D7/15/30/45/60 days

To understand efficacy of comm

• WA and PN delivery rate
• WA and PN open rate/CTR
• Lead time to order since delivery of comm

To understand the campaign success

• Coupon code usage
• No. of meals ordered post the campaign start
• Frequency of the cohort
• D15/30/45/60/90 retention.

To understand efficacy of comm

• WA and PN delivery rate
• WA and PN open rate/CTR
• Lead time to order since delivery of comm

To understand the campaign success

• No. of churned users who placed an order
• No. of meals ordered in the 14 day time period since launch
• No. of free meals ordered
• Retention orders by churned users in D 7/15/30/45/60

To understand efficacy of comm

• WA and PN delivery rate
• WA and PN open rate/CTR
• Lead time to order since delivery of comm

To understand the campaign success

• No. of orders by the cohort
• Retention orders by churned users in D 7/15/30/45/60
• Ratings and reviews by this cohort of users

Success metric

• At least 1 order from the new menu in a week
• Frequency for the at risk users reaching 60% of the usual frequency. At least 3 meals a week.
• Great performance metric: Return to 4 meals a week with 2 orders from the celeb menu day.

• 30% of churned user targeted cohort places 1 order a week.
• 50% of the churned users who ordered retained in

15 day retention metrics with at least 40% of their earlier frequency

• Great performance metric: Return to 60% of earlier frequency

• 20% users in the cohort apply the code and order in 14 days at least once
• 10% users in the cohort apply the code and order in 14 days twice
• Great performance metric: 40% users apply the code once and 20% apply it twice in 14 days.

• 30% of churned user targeted cohort places an order
• 50% of the churned users who ordered, retained in 15 day retention metrics
• 100% of the cashback earned utilized by users
• 3 orders placed for the targeted cohort in 15 days.
• Great performance metric: At least 80% of their earlier frequency,

which is 2 orders a week.

• 30% of churned user targeted cohort places an order
• 50% of the churned users who ordered, retained in 15 day retention metrics.

At least 60% of their earlier frequency.

• Ratings - 4 and above
• Positive reviews 
• Great performance metric: At least 80% of their earlier frequency,

which is 2 orders a week.