Zomato Engagement & Retention project | Amir Memon | GX'21
Hi there, we'll take this one step at a time!
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​If you struggle with a blank canvas, use this boilerplate to start. Remember, this is a flexible resource—tweak it as needed. Some sections might not apply to your product and you might come up with great ideas not listed here, don't let be restricted.
This is not the only format, we would love to see you scope out a great format for your product!
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Go wild and dive deep—we love well-researched documents that cover all bases with depth and understanding.
Reminder to delete any unused boilerplate material before making your final submission
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Let's Begin!
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Understanding 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?)
draft the core value proposition of your product and also understand the natural frequency of your product
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Customer Segmentation
(build your ICP's- by now you know how to do that and then segment the users, think about why are you even segmenting and what is the goal of your product and segmentation)​
(use this template and don't forget to add more parameters)
User Type | Casual | Core | Power |
|---|---|---|---|
Usage Characteristics | |||
Recency of use case | |||
Natural Frequency | |||
Monetary/AOV/Revenue Generated | ​ | ||
Pain Points | ​ | ||
Valued Features | |||
Core Value Proposition | |||
JTBD of the persona | |||
Discovery | |||
Level of Engagement | ​ |
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Defining Core EnR Metrics
define how is a user activated on your platform and who would classify as an active user. Then move one to defining your core EnR metric, don't forget to mention the why!
(also scope out the Engagement Framework you will be taking up for your product and the rationale behind it)
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Engagement Framework | Relevance | Key Metric to be tracked​ | Rationale​ |
|---|---|---|---|
Breadth | Primary/Secondary/Tertiary | ||
Depth | Primary/Secondary/Tertiary | ||
Frequency | Primary/Secondary/Tertiary |
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Engagement Campaign
you need to build at least 5 separate engagement campaigns, yes 5 is important! Remember to bring the campaigns to life- give them structure and body.
(use this and add more depth/parameters in this framework)
Engagement Campaign | Hypothesis | Channel of Distribution | Persona/Type of User | Theme | Target feature | Pitch and Content | Goal of the campaign | Details | Offer | Frequency and Timing | Success Metrics | Milestones for the campaign |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
Campaign 1 | (what lead you to choosing this particular campaign and why do you think it will work?) | (Is is this a physical/digital campaign, how will the users come across this campaign) | (which user segment is this campaign targeting) | ​ | ​ | (are you trying to convert casual users to power users? | (what are you giving and what is the logic behind the same, what could be the possible budget for the same?) | (when will you launch the campaign, is it a one time thing/recurring) | ​ | (In case of products, where results will show after 9-12 months, what are the key milestone and what is the logic behind the same) | ||
Campaign 2 | ||||||||||||
Campaign 3 | ||||||||||||
Campaign 4 | ​ | ​ | ||||||||||
Campaign 5 | ​ |
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Retention Design
figure out the retention data for your product. If you don't have access to the same, begin by adjusting the industry standards. Plot down the data and bring to life your retention curve. Draw out observations and insights from the same.
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Churn
go back to your user insights and figure out the number one reason of churn by listing down all the factors​
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Resurrection Campaign
you have already created the engagement campaigns, resurrection campaigns are quiet similar just keep in mind the churned users which are being targeted here.
(customized your campaigns as per the ICP you're targeting to bring back, add parameters accordingly)
Resurrection Campaign | Hypothesis | Channel of Distribution | Persona/Type of User | Theme | Target feature | Pitch and Content | Goal of the campaign | Details | Offer | Frequency and Timing | Success Metrics | Milestones for the campaign |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
Campaign 1 | (what lead you to choosing this particular campaign and why do you think it will work?) | (Is is this a physical/digital campaign, how will the users come across this campaign) | (this section is extremely important for resurrection campaigns, who do you want to prioritize and why?) | (suggestion: connect the theme to the user calls) | ​ | (are you trying to convert casual users to power users?) | (what are you giving and what is the logic behind the same, what could be the possible budget for the same?) | (when will you launch the campaign, is it a one time thing/recurring) | ​ | (In case of products, where results will show after 9-12 months, what are the key milestone and what is the logic behind the same) | ||
Campaign 2 | ||||||||||||
Campaign 3 | ||||||||||||
Campaign 4 | ​ | ​ | ||||||||||
Campaign 5 | ​ |
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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!​
​Reminder to delete any unused boilerplate material before making your final submission
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