Acquisition project | Country Delight

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Acquisition project | Country Delight

Elevator Pitch

Good morning, everyone! Imagine starting your day with milk so fresh, it’s as if it just left the farm, or vegetables that taste like they were picked minutes ago. That’s exactly what we deliver at Country Delight. Our goal is clear: to bring the purest, freshest products straight from the farm to your doorstep. Just the other day, a customer mentioned that their milk arrived before they could even finish brewing their coffee - now that’s what we call fresh! We’ve perfected the blend of quality and convenience, and with your continued support, we’re ready to expand this freshness revolution to even more homes.

Let’s make farm-fresh living a reality for millions more.

Understand the Product, User & Market

What does Country Delight Solve for?

Country Delight solves for the problem of delivering fresh, high-quality dairy and other farm produce directly to consumers’ doorsteps. Some of them can be listed below:

Ensures that consumers receive farm-fresh, unadulterated products
Emphasizes transparency in its supply chain, allowing customers to trace the origin of their products, ensuring trust and reliability
Provides convenience, saving customers time and effort typically spent on sourcing fresh groceries
Focus on natural, preservative-free products aligns with the growing consumer demand for healthier food options

Value Propositions that Country Delight brings in

Farm-to-Doorstep Freshness
High Quality and Purity
Transparency, Trust & Convenience
Sustainability and Ethical Sourcing

Core Value Proposition: Discover the true taste of quality with Country Delight - pure, fresh, and naturally healthy products, delivered for your ultimate convenience.

A few important metrics:

Metric	Android	iOS
Total Downloads	1 Cr+	-
Total Reviews	364K	139K
Average Rating	4.5	4.5
Ranking in Food & Drink	#6	#6

Understanding User

Identified the users by putting forward the user survey request in the below channels:

Personal WhatsApp
GX Slack
Instagram
Office Word of Mouth

By speaking to at least 20 of them, the insights from the call was captured in three main categories:

General Info covering age, salary, need, pain point, perceived value of brand, would they refer, frequency of usage, average spend on product and value experience of product
Demographic covering education, occupation, industry they are working in, marital status, location and if they own a vehicle
Behavior covering their loyalty towards the product, benefits sought, customer journey state, engagement level on social media, interests/hobbies and psychographic factors

And the above information helped me build my Ideal Customer Profiles. The discussions have been captured in google sheets. The link can be found here.

Create Ideal Customer Profile

After talking to 20+ users across age groups, professions and cities, I decided to consider the following four users:

User 1: Single, young professional who has started his career 2-3 years back, living in Hyderabad
User 2: A mother of 1, working woman, living in Mumbai
User 3: A homemaker, mother of 1, living in Bangalore
User 4: An early user of the product living in Bangalore, has a kid with wife working

Criteria	User 1	User 2	User 3	User 4
Name	Amit	Sabita	Sudipta	Rohan
Age	24	37	35	38
Demographic	Young professional with earning between 50-60K pm, stays with flatmates, has personal bike	MBA grad with over 15 years of exp, HR head at FMCG company, potential makes >2L pm	Housewife with a 4 year old toddler;	Working professional; 15+ yrs of exp; tential makes >3L pm
Need	Quality of ghee and other milk products	Uses the product for its price points	Uses the product for its hassle free delivery	Milk is the need of the hour and needs it daily
Pain Point	Coconuts are too expensive	nothing as of now	nothing as of now	Delivery delayed at times
Behaviour	Not very active on social media; loves badminton, music, exploring new places to eat	Spends 2 hours daily on social media, loves dancing and exploring places	Spends 1 hour on social media and at least 2 hours on TV, loves music and dancing	Not active on social media; is an early adopter; loves biking, reading books
Perceived Value of Brand	Positive	Positive	Neutral	Positive
NPS Survey	9 (Promoter)	8 (Passive)	9 (Promoter)	10 (Promoter)
Goals	Eat quality products	Get things without worrying for payment on a daily basis	Get things at convenience	Good pricing and convenience
Frequency of use case	Daily	Every 2 days	Every 2 days	Every 3 days
Average Spend on the product	Rs 80	200	90	120
Value Experience of the product	5	4	4	5
Spend Type - Money	Like to spend on sports	Spend on learning; exploring new places	Does a bit of online shopping	Spend on recreational activities- eat healthy
Spend Type - Time	Yoga, exercises	Work, family, explore places	Teaching time with son, binge internet	Work, family, run marathons

ICP Prioritization

The below framework can be used to prioritize the ICPs and then acquisition strategies can be built for the same:

	(1) Amit	(2) Sabita	(3) Sudipta	(4) Rohan
Ability to Adopt	High	High	Medium	Medium
Usage Frequency	High	Medium	Medium	Medium
Pay Appetite	Low	High	Medium	High
Distribution Potential	High	Med	Medium	Low
TAM	High	High	Medium	Medium

Understand the Market

I tried to do an in-depth competitor analysis between two of its competitors.

	Competitor 1: Akshayakalpa	Competitor 2: Milk Mantra
What is the core problem being solved by them?	Leveraging technology and best practices to give high quality milk at doorstep	Offers convenience, variety, and personalized service for all dairy and bakery needs.
What are the products/ features/ services being offered?	Organic dairy products, including milk, curd, paneer, ghee, and butter	Dairy products like milk, yogurt, buttermilk, paneer, and smoothies
Who are the users?	Targets urban consumers who are health-conscious and willing to pay a premium for organic products	Targets a broader market, including both urban and semi-urban consumers
GTM Strategy	Direct-to-consumer model with an emphasis on delivering fresh products directly from farms. Partners with small farmers, providing them with support and ensuring fair prices.	Operates through both direct sales and retail channels. Focuses on strong supply chain to maintain product quality.
What channels do they use?	Primarily sells through its online platform and app. Limited presence in retail stores, focusing more on direct distribution.	Wide distribution through retail stores, supermarkets, and e-commerce platforms. Strong presence in both urban and semi-urban markets.
What pricing model do they operate on?	Premium pricing, subscription-based pricing, DTC pricing, Bundle pricing	Competitive pricing, Retail pricing, Promotional pricing, Value-based pricing
How have they raised funding?	$39.9M over 11 rounds	$32.7M over 9 rounds
Brand Positioning	Positioned as a premium organic dairy brand	Positioned as a high-quality, trustworthy dairy brand with a focus on purity
UX Evaluation	Have user friendly app	Have user friendly app
What can you learn from them?	Use storytelling techniques to increase brand awareness	Have a strong and robust supply chain network

What is the TAM, SAM and SOM?

Looks like we have a big market potential in our hands.

But before selecting the channel, let’s see the functional, personal and financial aspects of the users.

Job	User 1 \| Amit	User 2 \| Sabita	User 3 \| Sudipta	User 4 \| Rohan
Functional	Drink fresh milk everyday	Get fresh milk and milk products	Get milk as well as vegetables at times	Get fresh milk and milk products everyday
Personal	Drink healthy. Be healthy.	Drink healthy and eat fresh.	Drink healthy and eat fresh.	Drink healthy and eat fresh.
Financial	Within budget	Wallet and cashback helps	Wallet and cashback helps	Wallet and cashback helps

Channel Selection Framework

Below framework will show which channel would be suitable for acquisition of customers:

Channel	Cost	Flexibility	Effort	Lead Time	Scale	Rank
Organic	Low	High	High	High	Medium	3
Referral	Low	High	Medium	Low	High	2
Paid Ads	Medium	Medium	High	Low	High	1
Integration	High	High	High	High	High	4
Content Loops	Low	Medium	High	High	Medium	4

Though organic and content loops appear attractive, Country Delight’s lack of an existing presence makes building SEO from scratch an inefficient strategy due to the time required to gain traction.

Today Country Delight is not even in the top 5 google searches for the use case: “buy fresh milk daily”

Moreover, while content loops may signal strong purchase intent, milk isn’t a product that typically encourages user-generated content, reducing their overall impact. So, for the reasons cited, the preferred channels for this acquisition strategy would be Referrals and Paid Ads.

Paid Ads: This offers a fast and efficient way to reach a broad audience, delivering quick results and substantial scaling potential. Although this approach involves higher costs and requires more effort to manage, the immediate visibility and ability to target specific demographics make it an essential channel for driving growth and capturing market share quickly.
Referrals: This channel provides a highly cost-effective method for customer acquisition, with significant potential for scalable growth. The effort and lead time required to implement a referral program are minimal, making it an appealing option for Country Delight as it allows for rapid expansion through word-of-mouth and customer advocacy.

Channel 1: Paid Ads Acquisition Strategy for Country Delight

Assumption: We have INR 18000 for total marketing and sales expenses for acquiring customers in a specific time period.

Lifetime Value (LTV) of a Customer = Average Order Value * Frequency * Lifespan

Average Order Value = Rs 45

Frequency = 300 times a year (=12 months * 25 times a month)

Lifespan = 4 years

LTV = 45*30*4 = 54000

Total Spend Budget: LTV = 18000:54000 = 1:3 (this is a high ratio as per industry norms)

So, for every 1 rupee burned on marketing, the company might yield 3 rupees. Hence, exploring this medium would definitely be helpful.

Let’s use the below framework to understand this more:

Channel Name	Cost	Flexibility	Effort	Speed	Scale	Budget	User Insights	Selection
Google Search	High	High	Medium	Low	Medium	20%	All ICPs use	✔Search volume is high. Can be helpful to improve reach
Google App Campaigns	High	High	High	High	High	15%	Few ICPs have used the ads as starting point	✔Can target customers who have high search intent
Google Youtube	High	High	High	Medium	Medium	10%	ICPs spend time	❌Ads seem to have zero impact
Facebook	Medium	High	Medium	Medium	High	10%	Used across age groups	✔Can be effective
Instagram	Medium	High	Medium	Medium	High	10%	25-40 have high usage	✔Can be effective
Offline Ads	Low	High	Low	High	High	5%	ICPs visit supermarts often. Offering subscription model to them would be fairly easy.	✔Can be effective
TV Ads	High	High	Medium	High	High	30%	All ICPs watch TV and binge as well	❌Maximum coverage but too high on cost.
Grand Total						100%

From the user interviews done, it was derived that they use the social media to an extent which can propel the popularity of the product. Also, we can target anyone from the age group of 20 to 40+.

Ad Creative 1: Offline Prints - This can be used at small retail outlets.

Ad Creative 2: Social Media - This can be used on FB, Insta, X and other platforms.

Channel 2: Referral User Acquisition Strategy for Country Delight

We use the referral framework to define the strategy:

Bragworthy Thing About Country Delight: Customers appreciate the convenience of receiving fresh, high-quality dairy delivered straight from the farm to their doorstep, always on time and hassle-free.
Platform Currency: It can be a blend of cashback earned and Country Delight Credits for some amount being spent on the platform.
The Potential Customer Base: Loyal users who have been using Country Delight now for more than 12 months and power users who use the subscription model to order things from Country Delight- these can be the potential base.
The Discovery (Why & How): The journey can be painted (in words) this way:

The Tracking: This might need some development activity on the mobile app side but it’s really good experience to show a user on the statistics. The tracking page can show some simple numbers like the number of referrals made and total cashback earned.
Sustained engagement: Frequent push messages can irritate a user. So, to ensure the user keeps on referring as well as earn cashback, we can adopt the following strategies:
1. 1. Notify the user when any of the referred user does any purchase on the app and tell the user that they earned certain cashback. And we can show the referral link there. In this way, the user can refer more, now having that trust for the referral program.
  2. Just days before the subscription amount ends, pop up a message showing- Recharge Rs 500 now and get Milk/Curd free for the next two days.