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

Who are Country Delight’s Competitors?

• Farm-to-Home Dairy Delivery: Akshayakalpa, Milk Mantra
• Organic and Fresh Produce Delivery: Naturolax, BB Daily
• Subscription-Based Grocery Delivery**:** Supr Daily, BigBasket

With Country Delight, experience the true essence of farm-fresh goodness, delivered right to your doorstep—because your family deserves nothing less than the purest and freshest.

Ideal Customer Profiles (ICPs)

Here would be the broad category of ICPs that I would look to for this onboarding teardown:

1. Health-Conscious Families
2. Urban Professionals
3. Eco-Conscious Consumers
4. Food Enthusiasts and Home Cooks
5. Senior Citizens

I believe the Health-Conscious Families segment would likely provide the best balance of revenue and coverage for onboarding. The reasons can be:

1. These families typically consume larger quantities of dairy products, which means consistent, repeat orders.
2. This segment is willing to pay a premium for high-quality, fresh, and chemical-free products, contributing to higher revenue per customer.
3. Targeting families can open up multiple distribution channels (online and offline), including community groups, schools, and residential societies.
4. The market for health-conscious families is vast, especially in urban and semi-urban areas where the demand for safe and nutritious food is growing rapidly.

We can also reap in a few strategic benefits out of these families. This can lead to a solid continuous revenue stream. The yare likely to put in word of mouth and improve the brand awareness.

I decided to talk to 2 such users who are health conscious as well as live in urban areas. Let’s see what the users had to say:

Let’s see what the ICPs have an opinion about Country Delight:

Jobs to be Done

Let’s use the framework of JTBD to see how Country Delight fares:

Based on the ICP that I have chosen, at this point I believe it is more about fulfilling their functional goals over financial goals.

Onboarding Teardown

I am attaching the PDF for the teardown.

Onboarding Teardown- Country Delight.pdf

Activation Metric

The ways I look at my ICP and what the product has to offer, I can think of the below activation metrics:

1. 50% of users who order their first product within 3 days of app download. This will show how quickly people are adopting. It will also indicate strong initial interest. Many just download the app and do nothing. So, if even 50% make their first purchase, then it should be a great achievement.
2. 30% of users who set up a subscription plan within 10 days of registration. Subscriptions are crucial for long-term customer retention and revenue. Tracking how soon users commit to a subscription indicates the ease of use and attractiveness of the subscription model. Again 30% would be a good number.
3. 20% of users who refer a friend within 15 days of their first purchase. Referrals are a sign of customer satisfaction and trust. Though we would depend a bit more on these referrals, but seeing a conversion of 20% would also be a good metric.
4. 80% of users who engage with the app at least 5 times within 7 days of their first purchase. Regular engagement with the app is a sign of ongoing interest and a potential for repeat purchases. This measures app stickiness.
5. 75% of users who make a repeat purchase within 3 days of their first purchase. A repeat purchase indicates customer satisfaction and increases the likelihood of long-term loyalty.

Overall Metrics to Track​

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