Remember the joy of family game nights during Covid? Games like Sequence, Codenames, and Bollywood Quizzes that brought everyone closer. At Your Turn, we recreate that magic with curated events designed for effortless bonding. Whether it’s a birthday, anniversary, kitty party, or any social gathering, we’ve hosted 50+ private events, building a thriving community of 250+ board game enthusiasts.

Games aren’t just fun—they stimulate cognitive growth and foster connections. With over 200 games for all ages and moods, we guarantee an unforgettable experience. Let us handle the details; it’s Your Turn to relax, enjoy, and make memories.

Understanding my ICP

B2C Table

​

We have multiple users of a product and not all of them can be our ICP for whom we make our strategies, we need to prfioritize, we choose to prioritise ICP3.

Your Turn: Reviving the Joy of Board Games

Board games have been an integral part of human culture for centuries, from ancient tales like the Ramayana to modern-day classics like Ludo. This long-standing tradition highlights how natural it is for people to connect, adapt, and enjoy simple games. At Your Turn, we aim to revive this culture and make it a seamless part of daily life.

Product Segmentation

1. Community

Your Turn is a vibrant community of board game enthusiasts. Born out of a desire to reintroduce the board gaming culture to Jaipur, we provide a space where people can:

• Meet new people and forge meaningful connections.
• Try out new games in a relaxed and interactive environment.
• Enjoy the flexibility of coming with friends and exploring games within their own group or intermingling with others.

Our community-driven approach ensures that everyone, from a seasoned player to a newcomer, feels included and can enjoy the experience of playing together. As we grow, we aim to expand this culture across North India, turning board games into a shared social experience for all. The community has grown significantly in the past few months, despite being a very new enterprise.

2. Private Events

A significant part of our success comes from private events that cater to people of all ages, moods, and celebrations. Whether it’s:

• Corporate team bonding activities
• Birthday parties and anniversaries
• House parties or themed celebrations

We design tailored, hassle-free events that bring fun, creativity, and engagement. From treasure hunts to murder mysteries, we curate unique experiences that turn any occasion into an unforgettable memory.

Core Value Proposition

• Arjun Khandelwal: A young professional 27-year-old immigrant to Jaipur struggles to make new friends due to work and cultural differences. Your Turn creates a platform where everyone comes together as equals, bonding over games like they would with family. It’s a space to belong, connect, and enjoy.

“I moved to Jaipur for work and didn’t know anyone. Your Turn became my go-to place where I met people like me. Playing games helped me open up and feel part of a community. I never expected something so simple to make such a big difference in my life!”
— Arjun, 27, Research Analyst

• 39 worklabs coworking: A company tired of repetitive cocktail parties for team-building events can turn to Your Turn. We design interactive, game-based experiences that naturally break the ice, foster teamwork, and create genuine connections—without any hassle for the organisers.

“We were looking for something different for our monthly team bonding sessions, and Your Turn delivered beyond expectations! The unique games and activities broke the ice instantly, and we saw our team genuinely interacting, laughing, and having fun together. It was exactly what we needed.”
— Megha, HR Manager

WHY PEOPLE CHOOSE YOUR TURN?

In essence, Your Turn is more than just a place to play board games—it’s about building connections, creating memories, and offering unique experiences that bring people together. Whether through our community gatherings or private events, we are redefining the way people socialise, celebrate, and unwind.

From TAM to SOM for ICP 3

Define the Market Segments for ICP 3

• ICP 3: Ayush Munot (Business Development at an Emerald Manufacturer, age 24)
• • Primary interests: Social Deception and Party Games
  • Frequently socialises with friends and enjoys group activities.
  • Targeting urban, working individuals between the ages of 20-30 who seek socialising activities and new experiences.

Step 2: Estimate the TAM (Total Addressable Market)

From your input, it seems the TAM for the entire Jaipur population in the context of work-seeking individuals, freelancers, and those involved in recreational activities (trekking, painting, dancing, etc.) can be estimated as follows:

1. Shifting Population (Tier 3 to Tier 2 city): Around 5-10% of Jaipur's population are people who have moved for work or educational purposes, with a figure of approximately 2,00,000-4,00,000 individuals.
2. Freelancers: Approximately 6-7% of the population consists of freelancers, giving a figure of about 6,00,000 people. [Data from Jaipur District website/newspaper articles]

TAM Calculation:

• The combined target market for individuals who are seeking social experiences, work, or freelancing (including those transitioning jobs, students, and other activity enthusiasts) in Jaipur can be estimated as around 10,00,000 people.

Given your context (80% willingness to engage in a community like Your Turn), we refine this estimate.

TAM = 10,00,000 individuals.

Step 3: Estimate the SAM (Serviceable Available Market)

The SAM would be a subset of the TAM that is specifically interested in the types of activities Your Turn offers, such as social board games, parties, and interactive events.

Based on the behavior of your ICP 3 (Ayush Munot), who enjoys socializing and participating in group activities, we can safely estimate that 40-50% of the TAM would be interested in events like these.

SAM Calculation:

• 40-50% of 10,00,000 = 4,00,000 - 5,00,000 people who may be interested in board games, social events, and community activities.

SAM = 4,00,000 - 5,00,000 individuals.

Step 4: Estimate the SOM (Serviceable Obtainable Market)

The SOM is the market you can realistically capture, considering factors like competition, marketing efforts, brand awareness, and the overall adoption of your services.

Assuming that you can convert around 15-20% of the SAM into actual customers based on current engagement levels, marketing effectiveness, and demand for recreational social activities, we can calculate your SOM.

SOM Calculation:

• 15-20% of 4,00,000 - 5,00,000 = 60,000 - 1,00,000 individuals.

SOM = 60,000 - 1,00,000 individuals.

Designing Acquisition Channel

(keep in mind the stage of your company before choosing your channels for acquisition.)

We are in Product Market Fit Stage

​

Content Loop

These loops aim to boost engagement, create a sense of community, and encourage active participation across both Instagram and WhatsApp platforms.

The Leaderboard & Event Challenges loop is ideal because it fosters regular engagement through competitive, gamified content. It encourages users to return for ongoing challenges and rewards, driving brand recall. The leaderboard creates social proof and FOMO, motivating participation. It seamlessly transitions from online games to offline events, aligning with Your Turn’s community-building goals. Instagram and WhatsApp distribution keeps users engaged and connected.​

Content Loop Details:

• Content Creator: Your Turn
  Your Turn’s marketing team creates engaging content for board game lovers, including regular quizzes, word games, and leaderboards. The content is designed to entertain, educate, and involve users, encouraging them to participate actively in the community.

• Content Distributor: Instagram & WhatsApp
  Content is distributed on Instagram, showcasing the leaderboards, game updates, and event teasers. Instagram Stories and posts keep users updated and engaged. WhatsApp serves as a community hub where members get timely updates and exclusive content related to events and game challenges.

• Distribution Channel: Instagram & WhatsApp
  Instagram is the main distribution channel, where content like leaderboards, quizzes, and game-related posts attract followers and drive event attendance. WhatsApp allows for direct, personalized communication, fostering deeper community engagement and ensuring users are always informed about ongoing events and rewards. The content loop is sustained through regular interaction with users, increasing brand recall and encouraging continuous participation in events.

We do not have the data for the current CAC yet due to still being in the early stages but based on the results of the last 3 months we have taken the following assumptions.

We assume the CAC to be around Rs. 100/ customer and considering that the customer will attend atleast 3 events we have an LTV of 1000 which gives us a ratio of 1:10. This seems as a healthy ratio and hence we would proceed with paid ads.

ICP

• We would be focusing on the youth who have moved to Jaipur for work and are looking for something to do on a Sunday afternoon. They usually spend a lot of time on Instagram and hence choosing it as a platform for marketing could give us good results.

Advertising Channel : Instagram

Marketing Pitch:

• Join us for an unforgettable evening filled with board games and mouth-watering food! 🎲 Back by popular demand, we’ve curated this event just for you, our amazing customers. From classic games like Uno and Scrabble to intense strategy games like Wingspan, there’s something for everyone! Join in on the fun and discover new ways to compete while engaging in friendly banter. With over 350 satisfied customers, we can’t wait to add even more to the list! See you there!

Ad Objective:

• Primary Objective: Focus on conversion — getting the youth in Jaipur to sign up for events. Your goal should be to drive awareness, then quickly convert interested users into event attendees.
• Secondary Objective: Build brand awareness through engagement with the community. This can be achieved by creating content that resonates with their weekend plans, showcasing the social aspect of the events and building curiosity.

Focus:

• Target Audience: Youth who have recently moved to Jaipur for work, are active on Instagram, and are looking for social activities on Sundays. Tailor your ads to highlight how attending a board game event is a fun, social alternative to the typical weekend routine.
• Creative Focus: Use visuals of groups of young people enjoying themselves at events, emphasising the fun, competitive yet casual environment. Highlight user-generated content (testimonials, pictures) to show social proof.

Ad Format:

• Instagram Stories & Carousel Ads: Utilise Instagram's interactive format with polls, swipe-up links to register, and carousel ads showcasing various games. Story ads can highlight limited-time offers or exclusive sneak peeks of upcoming events to drive urgency.

Budget Allocation:

• Allocate budget toward high-converting ads (event promotion) with a clear CTA to attend the next event, and a smaller portion to brand awareness ads that focus on the community aspect, so users get familiar with Your Turn.

Customer Touchpoints

The second time a customer books a slot, they’ll have the option to bring a friend for free, further solidifying their sense of community after their first event. This moment marks their transition into a community member, where they’ll be added to our exclusive WhatsApp group, making it feel like their treat to a friend.

Brag-Worthy Moment

Being accepted into our community and receiving the privilege to bring a friend for free will be a proud moment. They will now be part of a like-minded group, enhancing their social experience and sense of belonging.

Platform Currency

The entry fee for the next member will act as the currency for referrals. Customers who have enjoyed the experience will naturally spread the word, and this purchase will be facilitated exclusively through our website, where they will also earn additional coupons and bonus rewards for attending future events.

Referral Program Strategy

• Increase Average Referral per Person:
• • Incentivise Multiple Referrals: Implement tiered rewards for customers who refer multiple friends. For example, referring two people could unlock access to exclusive game nights or higher discounts on future events. This not only encourages more referrals but also drives recurring attendance.
  • Referral Milestones: Create aspirational goals, such as "Refer 5 friends and earn a VIP pass," enhancing exclusivity and encouraging continued participation.
• Creative Campaigns for Point of Discovery:
• • Personalised Referral Link: Send users a unique referral link via WhatsApp or email, enabling them to easily share and track their referrals. This fosters a sense of ownership and exclusivity.
  • Influencers and Ambassadors: Engage loyal community members who have attended multiple events to serve as brand ambassadors. By sharing their experiences through photos, behind-the-scenes moments, or event recaps they can encourage others to join, with additional rewards for successful referrals.
  • Post-Event Engagement: After events, create Instagram stories or WhatsApp broadcasts encouraging users to share their referral link. Include a "Share Your Experience" prompt to motivate users to engage and refer friends.
• Referral Tracking on the Platform:
• • Referral Dashboard: Implement a user-friendly dashboard on your website or app, where customers can monitor their referral progress, see how many people they’ve referred, and track rewards earned. This visibility drives engagement and motivates them to refer even more friends.
  • Real-Time Rewards: Notify users instantly when their referral successfully books an event (e.g., “Congratulations! Your friend has booked an event, and you’ve earned 100 points!”). This keeps the process exciting and immediate.
  • Referral Leaderboard: Gamify the referral process by adding a leaderboard where users can see their ranking relative to others. This competitive element encourages more referrals and deeper engagement.

Other Options

• Staggered Rewards:
• • Milestone-Based Rewards: Rather than rewarding just the first referral, introduce rewards at different stages. For example:
  • • First Referral: Free game rental for their next event.
    • Second Referral: Extra coupons or special perks for their friend.
    • Fifth Referral: Access to a VIP event or exclusive community gathering. This strategy maintains excitement and drives long-term participation. [Need to analyse cost effectiveness]
• Brag-Worthy Badge System:
• • Progressive Badges: Develop badges such as “Novice Player,” “Strategic Master,” or “Community Leader” that users can earn through event attendance or referrals. These badges will be visible on their profiles, event leaderboards, and within the WhatsApp community, promoting a sense of accomplishment and recognition.
  • • Shareable Badges: Allow users to share their earned badges on Instagram stories or WhatsApp with a call-to-action encouraging their friends to join and earn badges too. This will increase visibility and encourage viral growth.

By incorporating these strategies and creative elements, our referral program will not only boost the number of referrals but also ensure sustained user engagement, creating a thriving and active community.

Designing Acquisition Channel

(keep in mind the stage of your company before choosing your channels for acquisition.)

​