Onboarding project | Your Turn | PMF

Define your ICPs

B2C Table

A table is shared below for your reference to put down your user goals, respective ICPs, JTBDs and validate your goals.

Onboarding Funnel for "Your Turn"

Lead Received

• What Happens Here:
• • A query is received via Instagram ads or direct messages.
  • Interested individuals engage with the post, click on the ad, or send inquiries.
• TAT (Turnaround Time): 10- 15 mins (ideal response time for maximum engagement). 
• Problems Faced:
• • Delayed responses can lead to losing potential leads.
  • Queries may sometimes lack enough information to proceed effectively.
• Solutions:
• • Train team members to handle queries promptly during peak ad hours.
• Problems That Will Continue to Exist:
• • Many leads do not respond even after receiving information which is at approximately 70%.
  • Queries coming at odd hours may still face delays.

Lead Contacted

• What Happens Here:
• • Responding to queries with personalised replies.
  • Sending basic information about "Your Turn," upcoming events, and community benefits.
  • Providing clear next steps: either joining the WhatsApp group or registering directly.
• TAT (Turnaround Time): 10 - 12 hours (from query to contact completion).
• Problems Faced:
• • Leads may not fully understand the information shared.
  • Some may drop off without choosing any next step.
• Solutions:
• • Use simple, visually engaging templates for sharing information. {hasn't worked much in the past, probably calling them would work better)
  • Include a direct call-to-action (CTA) to reduce ambiguity ? 
• Problems That Will Continue to Exist:
• • Some leads do lose interest despite clear communication 

User Interested and started process

• What Happens Here:
• • If they join the WhatsApp group:
  • • They receive regular updates, event highlights, and glimpses of what the community offers.
    • Engage with content like event photos, game introductions, or testimonials from attendees.
  • If they directly register:
  • • They attend their first event, experiencing the "Your Turn" vibe and playing games.
• TAT (Turnaround Time):
• • Joining WhatsApp group: 10 mins.
  • Registering and attending first event: 7 days (depending on event schedule).
• Problems Faced:
• • WhatsApp group members may lose interest if updates are not engaging.
  • A major problems is that first-time attendees feel unsure about what to expect.
• Solutions:
• • Regularly post engaging content in the WhatsApp group to maintain interest.
  • Create a welcome guide or introduction video for first-time attendees.
• Problems That Will Continue to Exist:
• • Some group members may stay inactive despite efforts.
  • Scheduling conflicts might delay event attendance for certain users.

Negotiations

• What Happens Here:
• • For WhatsApp group members:
  • • They might have additional questions about the event format, fees, or logistics before committing.
  • For first-time attendees:
  • • Post-event follow-ups encourage them to consider memberships or attend more events.
• TAT (Turnaround Time):
• • WhatsApp group engagement to event registration: 7-10 days.
  • Post-event follow-up to membership decision: 1 -2 days
• Problems Faced:
• • Leads may drop off due to unclear value propositions.
  • Questions might not be addressed promptly, leading to reduced interest.
• Solutions:
• • Have pre-designed FAQs and quick responses to address common concerns.
  • Highlight the benefits of joining events or memberships with testimonials or offers.
• Problems That Will Continue to Exist:
• • Some users may hesitate to commit regardless of follow-ups.
  • External factors (e.g., budget or timing) may influence their decisions.

Commercials Agreed

• What Happens Here:
• • Registration completed:
  • • Either directly from the Instagram query or after joining the WhatsApp group.
    • Payment is made, and they secure their spot at the event.
• TAT (Turnaround Time): 1-3 days (from decision to payment completion).
• Problems Faced:
• • Payment failures or incomplete registrations.
  • Lack of follow-up after registration, leading to reduced excitement.
• Solutions:
• • Offer multiple payment options and provide instant support for technical issues (Currently Only Payment Via UPI / On site is available)
  • Send confirmation emails/messages with event details and a thank-you note.
• Problems That Will Continue to Exist:
• • Technical issues during payment may occasionally disrupt the process.

Post-Payment User Journey Analysis for "Your Turn"

1. Once they have made the Payment (Agreement is signed)

• Core Value Proposition:
• • Highlight benefits such as access to exclusive events, early bird tickets, unique curated events
  • Access to the board game community of over 500 people in the same city
  • Our library of games pinned to our chat, which is available to rent. 
• Problems That Exist:
• • Some users may abandon the setup process due to unclear instructions or lack of interest.
  • Since all this would be optional many people could skip these steps, resulting in incomplete journeys.
• Problems That Can Be Solved:
• • Provide a FAQ document as a support to address questions.
  • Send a celebratory email with a a recap of the last events and the summary stats of the number of people who had attended the event, the number of games played in that event, maximum number of games played bv a specific person.  (Definitely will be trying)

2. Milestone 1: Attending the first event

They interact with other attendees, play games, and form an initial impression of "Your Turn."

• Core Value Proposition:
• • Ensure a warm welcome and seamless check-in process.
  • Highlight the freedom to choose games, meet new people, and enjoy the group experience.
  • Actually meeting the people who they were speaking to on the group, seeing that they actually participate like they do on the group. - This will act as the AHA MOMENT!!!
• Problems That Exist:
• • New users may feel isolated or unsure about how to integrate into the group.
  • Poor event management could lead to dissatisfaction.
• Problems That Can Be Solved:
• • Assign community ambassadors to guide and engage new attendees.
  • Collect feedback immediately after the event to identify and resolve issues.

3. Milestone 2: Continued Engagement

• Core Value Proposition:
• • Offer exclusive invites to advanced or themed events.
  • Showcase the growing community and highlight testimonials from regular attendees.
  • We Rotate game categories or introduce special themes to keep events fresh.
• Problems That Exist:
• • Users may lose interest if events or communication become repetitive.
  • Lack of variety in event themes or games.
• Problems That Can Be Solved:
• • Use data insights to personalise recommendations and interactions. (Done manually as of now)

4. Understand Product Value

• What Happens Here:
• • Users recognise the tangible benefits of being part of "Your Turn," such as friendships, entertainment, and a sense of belonging.
  • They may upgrade to memberships or refer friends.

1. Attend 2 Events in a Given Month

Action: Attend two events.
Time: Within one calendar month.
Explanation: Encouraging repeat participation ensures that attendees experience the community’s excitement and warmth consistently, increasing their attachment to "Your Turn." A well-timed nudge or reminder can help convert occasional attendees into regular participants, fostering a stronger and lasting connection with the brand. Shows that they were willing to take out 4 hours of their time again for another event adding value.

Tracking Metric(D30 Retention): Measure the percentage of users who return to attend two events within 30 days of their first event. This indicates how well your event experience encourages repeat participation.

2. Play Over 3 Games at Your First Event in 4 Hours

Action: Play more than three games.
Time: Within the first four hours of their first event.
Explanation: Helping attendees immerse themselves in multiple games ensures a fulfilling first experience. They get to experience our Core Value Proposition of us having a wide array of game for every mood, group and difficulty. Clear categorisation of games, tailored recommendations, or guidance from volunteers can help attendees quickly select games, reducing decision fatigue and enhancing their overall engagement and satisfaction.

Tracking Metric: Average Time to Engagement (TAT) : Measure how quickly attendees start their second or third game after the first one. A lower TAT indicates smoother onboarding and greater immersion in the event.

3. Bring a Friend to the Next Event Within 30 Days

Action: Invite a friend to attend.
Time: Within 30 days of their last event.
Explanation: Encouraging attendees to bring friends expands the community and enhances their own event experience by adding familiarity and comfort. Shows that they had liked the event enough to go and call some other friend for this event. This also creates organic word-of-mouth marketing, driving growth and trust in the brand.

Tracking Metric (Acquisition Source) : Identify attendees who brought friends by analysing referral data. Track the conversion rate of friends into new attendees and their subsequent retention.

4. Share an Event Photo on Social Media Within 2 Days

Action: Post about the event on social media.
Time: Within two days of attending the event.
Explanation: Sharing event experiences on social media increases "Your Turn's" visibility, fostering community pride and encouraging peer participation. Offering incentives like a free game recommendation or priority seating can further motivate attendees to share, amplifying brand reach and credibility.

Tracking Metric (Social Shares and Product Reviews): Monitor the number of attendees sharing event photos or posting reviews on social platforms. Track engagement metrics like likes, comments, and shares to measure brand visibility and community impact.

5. Host Your First Private Game Session Within 3 Months

Action: Host a private game session.
Time: Within 3 Months of attending an event.
Explanation: Encouraging attendees to host or facilitate a private game session builds their confidence and strengthens their connection to "Your Turn." According to them this shows a perfect example of how they felt it was a good idea and hence used it as their own. Hosting fosters a sense of ownership and leadership, enhancing community dynamics. Incentives like social media recognition or loyalty points can motivate attendees to take this step.

Tracking Metric (User Cohorts): Track the cohort of users who attended an event and went on to host a private session within 30 days. It could be specific to people who like to host events, ladies in the age group of 35+ who want to host their children's bday parties or kitty parties. Analyse their retention and repeat hosting behaviour to measure the impact of this activation step.