Engagement & Retention project | Techshlok

📄

Engagement & Retention project | Techshlok

Reason to choose TechShlok as product ?

Though TechShlok is not the ideal case for E&R project, but am still moving ahead with TechShlok as whatever little i can apply , i would like to apply on my own firm.

TechShlok has one of it's service where people can hire engineers on monthly basis, where engagement and retention concepts and framework can be applied.

ICP table :

ICP	Adoption Curve	Frequency	Appetite to pay	TAM
Foreign company (20Cr+) Sales/Funding	Low	High	High	High
Foreign Mid level company (5Cr+) Sales/Funding	High	Medium	High	High
Foreign Individual Innovator/ Pre Sales	High	Low	Medium	Medium
Indian company (20Cr+) Sales/Funding	High	Medium	High	High
Jaipur company (2Cr+) Sales/Funding	Medium	Low	Low	Low
Indian Innovators	High	Low	Low	M

ICP 1 :

Foreign company (20Cr+)

Sales/Funding

ICP2 :

Indian company (20Cr+)

Sales/Funding

Profiling for both ICPs is same and mentioned below.

ICPs

Company Type:

Startups/ Mid Scale Companies

Company Size:

1 to 50 employees

GMV/Funding Raised:

Series B+, Less then $10-12 Million

Industry Domain:

Consumer, Medical, Industrial, Logistics, Automotive

Stage of Operations:

Early to Growth (Rapid Scaling)

Organization Structure:

Flat hierarchy, small lean team, faster decision making

Location:

India, Europe

What social media channels do they frequent

LinkedIn, Twitter, Instagram

What websites/blogs do they read

Y Combinator, TechCrunch, Hacker News, Your Story, Inc 42 Media, Entracker, Live Mint, VC Circle, Economic Times

What is their pain point

Limited in-house engineering and R&D resources, crunched for budget and time, need for cost-effective solutions while ensuring quality and accuracy

Who are their influencers

Other founders, Startup accelerators, angel investors, VC’s, Reviews online

Who are their blockers

Limited budget, lack of expertise and knowledge, lack of time

What they are looking for

A collaborative partner with expertise and excellent engineering who can use cutting edge technology to bring the startup’s idea to life

Core Problems TechShlok is solving :

Unavailability of skilled engineers
Expensive hardware infrastructure setup
Developing an in house hardware team is time/cost demanding

Solution

Engineers working in TechShlok lab for the clients.
TechShlok has the experience and required infrastructure, like equipments, meters etc.

Core Value Proposition for ICP

To get their functional tasks done by a expert engineer of TechShlok working dedicatedly for them .

Goal : Functional Goal - Primary

Financial Goal - Secondary

Engagement Framework:

Breadth : Using different services from us apart from engineering like Procurement, Proto Assembly. These services will increase the core value proposition.

Depth : The more we develop the product, the services get better as we know the client goals, challanges and aspirations better.

Frequency : Coming back again and again to get their product developed from us.

The best engagement framework should be breadth, this increase their involvement with TechShlok more and keep them engaged with lot more value.

Natural Frequency : Billed monthly

Active User :

Casual user : Billing 1-2 times a year

Core user : Billing 4-6 months a year

Power User : Billing each month

Retention Design

Reasons to Churn

Temporary Needs over - Involuntary

Not Satisfied with service - Voluntary

Switching to another vendor - Voluntary

High Budget - Involuntary

Negative actions -

Delayed invoice

Decrease in task frequency

Resurrection Campaigns

	Segmentation	Pitch	Offer	Frequency	Success Metric
Campaign 1	Foreign Companies	Discount on first month	20%	Once a week	Reactivation of User
Campaign 2	Indian Companies	Get free BOM(Bills of Material) analysis	Free service	Once a month	Reactivation of User
Campaign 3	Foreign Companies	Email - Showing betterment of services		Once a week	Reactivation of User
Campaign 4	Foreign Companies	Feedback Campaign- get feedback and show improvement		Once a week	Reactivation of User
Campaign 5	Indian Companies	Webinar - to share free knowledge	Free Workshop	Once a quarter	Reactivation of User

1. Discount on First Month

Objective: Encouraging old clients to re-engage with an attractive financial incentive.

Campaign Description:

Target Audience: Previous clients who are not engaging with TechShlok for a while.
Offer: Providing a significant discount (e.g., 20-30%) on the first month of services when they are signing a new contract.
Channels: Email, direct mail, social media, and website.
Content:
- Email: Sending personalized messages highlighting the exclusive discount offer for returning clients. Emphasizing the value and cost savings.
- Direct Mail: Sending professional, eye-catching flyers or postcards with details of the offer.
- Social Media: Sharing posts and ads promoting the discount, targeting your previous clients.
- Website: Creating a dedicated landing page for the offer with a clear call-to-action to sign up for a consultation or start a project.
CTA: Encouraging immediate action by stating the limited availability of the offer.

2. Get Free BOM (Bills of Material) Analysis

Objective: Showcasing TechShlok’s expertise and providing immediate value to re-engage clients.

Campaign Description:

Target Audience: Previous clients who might benefit from a cost-saving analysis.
Offer: Offering a free analysis of their Bills of Material (BOM) to identify potential cost savings and optimizations.
Channels: Email, direct outreach, social media, and website.
Content:
- Email: Sending personalized emails explaining the benefits of a BOM analysis and offering the service for free. Highlighting past successes or case studies where BOM analysis is leading to significant savings.
- Direct Outreach: Following up with phone calls to discuss the offer and schedule the analysis.
- Social Media: Posting about the offer, using engaging visuals and examples of past successes.
- Website: Creating a landing page explaining the BOM analysis process and benefits, with an easy sign-up form.
CTA: Prompting clients to schedule a free BOM analysis consultation.

3. Email - Showing Betterment of Services

Objective: Informing clients about the improvements and new offerings at TechShlok to renew their interest.

Campaign Description:

Target Audience: All previous clients.
Content:
- Email Series: Sending a sequence of emails showcasing different aspects of your improved services.
- - Email 1: Introducing improvements – Summarizing key changes and enhancements since their last engagement.
  - Email 2: Detailing Service Enhancements – Diving deeper into specific areas where services are improving.
  - Email 3: Introducing New Offerings – Highlighting any new products or services that are not available before.
  - Email 4: Sharing Success Stories – Sharing recent case studies or testimonials highlighting successful projects.
Format: Using a combination of text, images, and videos to make the emails engaging.
CTA: Inviting clients to schedule a meeting or call to discuss how the new and improved services can benefit them.

4. Feedback Campaign - Get Feedback and Show Improvement

Objective: Collecting valuable feedback and demonstrating TechShlok’s commitment to continuous improvement based on client input.

Campaign Description:

Target Audience: Previous clients.
Step 1: Collecting Feedback
- Email: Sending an email requesting feedback on their past experiences. Using a friendly tone and expressing genuine interest in their opinions.
- Survey: Including a link to a short, easy-to-complete survey. Offering an incentive, such as a discount or a small gift, for completing the survey.
- Follow-Up: Personally following up with key clients for more in-depth feedback.
Step 2: Showing Improvement
- Email Series: Sending a follow-up series of emails showing how their feedback is leading to specific improvements.
- - Email 1: Thanking them for their feedback and outlining the key areas identified for improvement.
  - Email 2: Detailing the changes made in response to their feedback.
  - Email 3: Sharing a case study or testimonial demonstrating the positive impact of these improvements.
CTA: Encouraging them to return and experience the improvements first-hand by offering a special discount or free consultation.

5. Webinar - To Share Free Knowledge

Objective: Providing valuable knowledge to re-engage clients and establishing TechShlok as a thought leader in the industry.

Campaign Description:

Target Audience: Previous clients and industry contacts.
Content:
- Topic Selection: Choosing a topic relevant to your clients’ needs and challenges, such as “Latest Trends in Electronics Design” or “Optimizing Product Development with Efficient BOM Management.”
- Promotion: Promoting the webinar through email invitations, social media posts, and your website.
- Email: Sending a series of emails:
- - Email 1: Announcing the webinar with an overview of the topic and key takeaways.
  - Email 2: Sending reminder emails closer to the date with additional details and speaker information.
  - Email 3: Sending last-minute reminders on the day of the webinar.
Execution:
- Live Webinar: Hosting the webinar with engaging visuals, interactive Q&A sessions, and practical insights.
- Recording: Recording the session and offering it on-demand for those who couldn’t attend live.
Follow-Up:
- Thank You Email: Sending a thank you email to attendees with a link to the recording and additional resources.
- Special Offer: Including a special offer, such as a discount or free consultation, for webinar attendees.
CTA: Encouraging attendees to schedule a follow-up call or meeting to discuss how TechShlok can assist with their specific needs.