Engagement & Retention project | WedHaven
Hi! In the last two projects we focused primarily on the B2C side of our business (WedHaven) and barely touched upon the B2B sides of the business as the B2B side is in nascent stages.
Now because the Natural frequency of B2C business is "Once in a lifetime", we did not have enough meat for the Engagement and Retention project, hence in this project we will focus more on the B2B side since natural frequency there is Daily and Weekly.
About the company
WedHaven is an events tech startup focused on simplifying the management for the Big Fat Indian wedding. It provides an App, Web & WA based experience for the operators (hosts, vendors etc) as well as the guests invited to the wedding and uses tech to smooth out the day to day operations of pre-wedding, post-wedding and during wedding management.
Mission is to help reduce the manual and monotonous tasks involved in managing a wedding by introducing technology in a field currently devoid
Deeper dive:
WedHaven is in PMF stage with early revenue.
It is Bootstrapped and not profitable.
There is an App (ios & android), website and WA (AI chatbot) experience available in market today.
Numbers:
- Years of Operation : 2 years
- Pivots : 1 ( Started from focus on app only experience providing social interactive features only, then evolved the product to revolve around Guest management, with web and WA evolving as the prime way to interact with the guests)
- Weddings WedHaven was used in : 42
- Largest size of wedding served: 650
- Store rating : 4.2
- Ad spend : 10-12k montly.
of it. The efficiency introduced by the tech will help save time, save money and lead to higher guest satisfaction.
Following are the app's / services provided under the WedHaven umbrella :
WedHaven B2C App
The WedHaven App, is our OG app targetting D2C clients ( mainly bride/groom/familes) who are managing weddings themselves. The app is structured in a manner so as to guide the hosts through various steps of guest management and automate all repetitive tasks.
Core Value Prop: Guests & Logistics management - Being able to upload & manage guest lists, collect information from guests automatically over multple channels, updating their stay, pickup, dropoff information and having it all being notified at the right time via the right channels.
All offerings : Everything else is built around the current CVP to either simplify things for the hosts or improve the guest experience, we have -
- Guest lists: Guest lists are the first step toward our CVP above. You can add guests via multiple methods - Import contacts from phone or Import excel sheets or add manually. Once the guests are added the automated system kicks in to take care of monotonous work.
- Groups: Just having a guestlist is not enough, dividing them in groups is important for management purposes. WedHaven uses groups to control what each guests see about the wedding and also notifications go out to groups accordingly. This is another core functionality needed to power our CVP of guest management.
- RSVP collection : KYG (Know your Guest) before the wedding - are they coming, who all are coming, how are they coming, do they need stay ? etc. RSVP functionality takes the guest lists and connects with the guests over WA to collect information from them automatically. This is another key feature to help reduce stress and manual tasks, going back to the CVP.
- Logistics : Collecting Id's for hotel rooms, assigning rooms, sharing pickup and drop off information. Same as RSVP, all this information is being collected from the guests automatically over WhatsApp. This helps save time for the hosts and is an efficient non intrusive way of collecting information from guests.
- Website & App for guests: You get a shareable link for either the app or website (whataver the hosts want to share with their guests), this is used for efficient presentation of information for the guests as well as becomes an entryway for them to interact with other functionalities in the app. The app/website is also one of the places where we collect rsvp and logistics information from the guest.
- Schedule & Itinerary sharing : Create events & Itinerary, add their details and share with the invited guests (invited guests depends on which group is invited to the event). All this information is surfaced via the app/website to the guests and automated notifications go out closer to the event. It helps keep the guest informed and reduce the volume of queries the hosts have to answer during the event.
- Photo Collection : Hosts can upload photos to share with the guests and at the same time can ask guests to upload any photos they may have taken during the event. They can also search for heir photos via facial recognition. The purpose of this feature is to keep the guests engaged on the platform and allow hosts to collect/collate photos more efficiently.
- FB like wall: A personalised social space for the wedding where the hosts and guests can post photos, videos and communicate about the wedding . Again the purpose is to keep the guests engaged on the platform as in the end the more guests are on the platform, the more informed they will always be and lead to happier guests and less confusion
- Automated and Manual updates via WA, email and SMS for guests, this is a critical add on to really drive the value of the CVP, the purpose is to keep the guests informed efficiently (with the least amount of effort) and have the system do the bulk of the work,
- Co-hosts : No one really manages a wedding alone irl, so there is no reason there should only be one host for online management, purpose is simply to help alleviate & distribute the load on the organisers.
- Social interactive features like - Couple story, live baraat tracking, Wishes & Thank you's etc.
- Vendor Matchmaking : You can talk to our MatchMaker, give them all your requirements regarding vendors needed and let them get back to you with a verified actually short "shortlist". No Search, No Filters, Tell us who you are looking for and we will find the vendor best suited to your needs.
Pricing :
WedHaven B2B Apps
PlanEazy for Planners
PlanEazy for Planners is a repackaged version of the core functionality of Guest Management catered to the needs of Wedding planners in India. The primary problem it solves for planners is "Being able to scale efficiently in a cost effective manner".
Core Value Prop: Guests & Logistics management - (Same as B2C, just surfaces data differently) Being able to upload & manage guest lists, collect information from guests automatically over multple channels, updating their stay, pickup, dropoff information and having it all being notified at the right time via the right channels.
Features & offerings : As mentioned earlier this is a repackaging of the same features and functionality offered in the D2C app above (so refer to above for details) The additional features that exist here are -
- White Labelling : Allows for Wedding planners to use their name and logo's to replace WedHaven verbiage.
- Advanced dashboard : A much more complex and detailed dashboard, which not only has individual wedding views but also multiple weddings dashboard to keep track of things.
Pricing :
Vendors by WedHaven
Vendors by WedHaven is the Vendor marketplace & vendor matching service provided by WedHaven. The purpose is to fill the gap in the market where People looking for wedding vendors are unable to find and then finalize vendors online even though vendor listings have existed since 2012. Focus is primarily on Wedding Vendors, who are looking for leads to convert.
Core Value prop : Verified leads with accurate requests & more conversions - Leads are verified by MatchMakers (aka Customer service reps) who engage with the families, understand their requirement, revlidate budgets and asks vendor specific questions. Once all this information is updated, system matches with top 10 vendors, who can choose to accept or decline a request over WA, and a final consolidated list of max 5 vendors is shared with the families.
Please note this service is getting ready to be launched next Quarter.
Features & Offerings : This product is quite simple and kept that way on purpose -
- Matchmaker & verified leads : Human in the middle model, a human communicates and understands the client requirements before anything is even forwarded to vendors. The system filters and only contacts a fixed number of closest matching vendors.
- Verified Vendor details : vendors input detailed information depending on their service type, all the data entered is double verified by matching against various sources and vendors are visited in person by local agents of WedHaven
- Calendar Sync : An up to date Booking Calendar for easy viewing of dates avaible for both the system and the vendor themselves
- Discount Campaigns : Run campaigns for a fixed duration to provide discounts or additional services, purpose would be to increase incoming leads.
- One Rating : The One rating for the vendor is calculated from 10+ sources across the internet as well as ratings agency. Not something you can buy & increase with fake reviews.
- Fixed pricing. no sponsored ads : No need to pay more to be visible, you will be connected with the right clients in the right way.
- Less App usage : No app required for daily use activity of shorlisting leads, everything works automatically over WA as well, App required for accessiing additional details, updating info, running discount campaigns and lead progress tracking.
Pricing :
3, 6 and 12 monthly payment options exists with the Discount of 5%, 10% & 20% respectively over montly packages.
ICP
PS: even though ICP is not required as per the brief, it felt a bit incomplete not to have it here and talk about things later on. So feel free to ignore.
We will take a look at the ICP's for both B2B and B2C business once again briefly to set the right context.
NOTE : We won't go into the details of how we got these ICP's here, that has been covered in detail in Acquisition & Onboarding projects
B2B
Following ICP's are evolved to now include WedHaven's two B2B offerings.
| ICP 1 | ICP 2 | ICP 3 |
|---|---|---|---|
ICP Name | The Wedding Company | Ranjeet aka big vendor | Tina aka Small/medium vendor |
Persona Position | Wedding Planners | Tent/Venue owner | Photographer & owner |
Team size | 3-4 | 8-15 | 3-7 |
Organisational Goals | Scale business | Fully booked both during season and off season | Being booked throughout the season and more |
Role Priorities | execution | Finding clients | Finding clients |
Role in buying process | High | High | High |
Reporting Structure | These are smaller organisationally speaking, such deals are directly with the owners. | Owner -> Manager -> workers | Same as planners, small teams owners are managing. |
Preferred Channels | Phone & Video call | In person, Phone call | Phone & Zoom call |
Products used in workplace | excel sheets & whatsapp | Whatsapp & accounting software | |
Where do they spend time | Overlooking execution (calling up guests for their customers, collecting information etc),hiring temp staff & their training, looking for new clients and expanding tie ups with vendors. | Client visits, pricing discussions, vendor meetings & staff management | Client discussions, Staff training & management |
Pain Points |
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Current Solution |
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Feature they resonated with |
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Details to help with ICP prioritisation | |||
Adoption Curve | Medium | Medium | Medium |
Frequency of Use | High | Medium | High |
Apetite to pay | High | High (already paying for other online services) | High (if product promise holds) |
TAM | Small | Small | Medium |
Distribution | High | Medium | |
Thoughts | So the TAM might be small here but since Planners operate around 26% of all weddings ( 1cr), this gives us a good starting point into this market | They are ideal customers who have the apetitite and need for our service | Small and Medium vendors have more or less the same problems and large vendors, the only difference is they have smaller teams, meaning they need our product even more. |
Product that suits their need |
| Vendors by WedHaven | Vendors by WedHaven |
Result :
- PlanEazy for planners : ICP 1 (wedding planners) is the One we need to focus on.
- Vendors by WedHaven : two things here -
- ICP 1,2 & 3 are all ideal customers here, which can technically be bucketed under a single term "Wedding Vendors"
- going forward, we will just refer to the ICP as "Wedding Vendors"
B2C
Please view the B2C table in the Acqusition project.. Unable to copy it over from there.
Result :
- The WedHaven App: Based on the table, we will focus our time and effort on ICP3 : Siblings of Bride & Grooms as they are the ones using the application the most.
Natural Frequency
So you have to understand here that the Core B2C offering here has a low frequency once in a lifetime usage pattern. That is why the company also has a flourishing B2B side of the business to 1. deal with the seasonality of business 2. increase the frequency of usage.
To understand how the B2B and B2C offerings are utilised by the ICP's we need to understand a few things about weddings -
- Weddings are seasonal in nature in India ( Peak between Sep - Jan & May-June), so the entire industry operates differently in "On-season" & "Off-season"
- Off-season is when vendors find clients
- On-season is when they are busy executing and not a lot of booking activity takes place then.
Our offerings Natural frequency changes based on time of year, if its on-season or off-season.
Active User Definition
In this section we focus on defining what it means to be an active user for WedHaven (app and product offerings)
Service/App | What makes an active user? | Reasoning |
|---|---|---|
PlanEazy for Planners (B2B) |
| Basically our product is behind a paywall and Paying for it once doesn't hold much value. |
Vendors by WedHaven (B2B) |
| Same reasoning as above, its only when there is a longer term commitment from the Vendor's end is when we consider them activated. It also means we managed to deliver the CVP and Aha Moment for them. |
The WedHaven App (D2C) | Shares the wedding website / RSVP links with guests | We see that real commitment comes in after they create guests lists and start informing guests via the system about the website. |
Customer Segmentation
Given the stage of the company we will focus on customer segmentation using Causal -> Core -> Power.
We will also define customer segmentation based on the Product offering.
Note: To Make the table more readable, I am not repeating features between casual core and power, just note that Core uses everything Casual and power uses everything Core and Casual.
Product | User | Frequency | Features Used | JTBD | % of active users which fall in this category (sharing data where available) |
|---|---|---|---|---|---|
PlanEazy for Planners | Casual | Low |
| Keep up with trends and tell my clients we create a wedding website for you | 39% |
Core | Medium, High during wedding season |
| Manage the guest experience and data collection while providing some basic options to my clients for online social interaction with guests. | 48% | |
Power | High |
| Efficiently manage the guest experience and Data collection, leaving bulk of the work to the system, while also taking charge of creating a online social space for guests and hosts to connect over, thereby having a unique experience. | 13% | |
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Vendors By WedHaven | Casual | low |
| Get Started with minimal effort and money spent to test out the quality of leads | N/A |
Core | Medium, High during off season |
| Respond to lead alerts and focus on converting them. | N/A | |
Power | High |
| Plan and Optimise leads gathering and focus on converting them. | N/A | |
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The WedHaven App (D2C) | Casual | Low |
| Keeping up with times, have a website & app with wedding details | 19% |
Core | High |
| Manage all guest related tasks in the most efficient manner possible | 63% | |
Power | High |
| Manage guest efficiently along with creating a fun social environment for their engagement. | 18% |
Before we go any further let's do a quick recap -
- WedHaven has 3 major offerings available/planned.
- The OG WedHaven App : which is targetted towards Families of Bride and groom & Grooms. This provides management tools as well as Access to Vendors.
- PlanEazy for Planners : A repackaging of #1 features for planners to manage multiple weddings on the platform.
- Vendors By WedHaven : This is for "wedding vendors", purpose is to connect Vendors with Quality leads which get generated by #1.
- Natural frequency
- for the D2C app is Once in a lifetime 🤯
- for PlanEazy and Vendors by Wedhaven it changes as per season. It goes from Daily to Monthly.
- Our Definition of Active user on the B2B side is simple long term paying customers, so someone who renews subscription or buys long term subscriptions.
- We can see based on customer segmentation above that as the customer moves from Casual to Power their usage of features and time spent on the app/service increases
Now, lets continue our journey.
Product Hooks
Please Ignore this section Its incomplete for this submission intent is to fill it up afterwards.
Rough notes inside
- Checklist like experience in app and then follow up over the coming days to guide them to use various aspects of the app.
- PlanEazy : Once the Guest list is ready and system has started collecting information from guests, it generates daily reports and messages about critical updates over WA, bringing them back to the app
- Vendors by WedHaven : The product only contacts the vendor when there is a potential lead, they get ping over WhatsApp with information critical to their vendor type right there and an option to go to app to read other details.
Engagement Campaigns
Since the demand for WedHaven's core offering (D2C) is "Once in a lifetime", the focus of the campaigns is going to be more on B2B side of the business.
We will be using a mix of English and Hinglish in the campaigns, we have data from existing interactions with client that Hinglish resonates more.
Campaign 1 | Vendor Dhundo Mat, Dhundwao
The Campaign Name | Vendor Dhundo Mat, Dhundwao |
|---|---|
Goal | Direct All Active users to use the Vendor matching service |
Segmentation | This will be all Active users (Casual, Core & Power) of the WedHaven App (D2C), we prompt them to use our vendor matching service as that leads to earlier and more frequent use of application. |
Product / Feature promoted | Vendor Matching Service : No Search, No Filters, Tell us who you are looking for and we will find the vendor best suited to your needs. |
Offer / Proposal | Surface CTA with message promoting Vendor matching service CTA takes user to Vendors section in App (if section not visited before, mini onboarding starts) |
Content | Two Kind of Content style we will use. 1. Talks about a problem and proposes a solution Content : Heading - Vendor Dhundo Mat, Dhundwao Desc: Tired of looking at 1000 results, making 100 calls & getting 0 vendors? Tell our expert matcher now, let them find the right one for you! CTA : Find out more 2. Did you know style promotion of service Content: Heading - Vendor Dhundo Mat, Dhundwao Desc : Sharma ji uses Wedhaven Vendors, One call, 5 mins, 5 vendor suggestions in 2 hours. Bookings done, party started. CTA : Talk to us Email Content will be more or less same as above just with Testimonials added and a pictures of happy family. |
Medium | WhatsApp, In-app Messaging & emails |
Targeting | We are targetting Casual, Core and Power users of our D2C app. We just need to make sure the users we are targeting have atleast a month left in their wedding, no one is really looking for vendors in the last month. |
Frequency | Twice a month over separate channels. Next month First msg over email 2nd is sent over WhatsApp |
User Motivation |
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Success Metric |
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Upselling Ability | High. Purpose is to increase the breadth of engagement with WedHaven services and as long as the message is received at the right time users will be likely to give this a try. |
Why it will work | As per our ICP tables & user calls this is a genuine issue people struggle with and a no cost solution to this problem will be appreciated (as long as the product promise holds) |
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Campaign 2 | Planner Checklist Attack
The Campaign Name | Planners Checklist Attack |
|---|---|
Goal | Get planners using PlanEazy to go from Casual to Core and Power |
Segmentation | Focus will be on The Casual and a bit on the core users to upgrade them to the state of Power users. |
Product / Feature promoted | All Core and Power features are promoted. |
Offer / Proposal | We have a checklist of all steps a planner takes in a typical journey from casual to power user. We identify where each individual user is on that journey Prompt them specifically towards the next step of their journey |
Content | Let's first define the journey checklist really quickly first
Below is the content to be shown to user at depending on which step they have completed in this journey 1 -> 2 : Desc: Add your wedding guest list , create groups and let WedHaven do the rest. CTA : Add guest list now 2 -> 3 : Headline : Keep your guests Informed desc : Start by letting the guests know about the Website and whose managing this wedding. CTA : Notify Guests Now 3 -> 4 : Headline : WedHaven is ready to collect information from guests Desc: WedHaven can start messaging users to collect RSVP, IDs and travel info CTA : Start Collecting Now 4 ->5 : Headline : Guests Busy, Hosts happy Desc : Add a couple Story, post and more pictures. Guests happy toh Client bhi happy. CTA : Add a couple story. 5->6 desc : You can customise WedHaven to look like its your App. CTA : Find out How! |
Medium | WA, If no WA then In-app, if No in-app then Emails |
Targeting | All Casual and Core users of PlanEazy For Planners app |
Frequency | Since this is a journey type campaign Promote one Activity every 2 days |
User Motivation | A lot of the funtionality gets missed either due to UI issues or lack of understanding or simply lack of time. Once features are explicitly prompted, its driven by curiosity and since they have already paid, they try to use more features. |
Success Metric | Number of users transitioning from Casual -> core -> power Avg No. of features utilised per wedding |
Upselling Ability | medium Features are there, users are being prompted about them, likely to have good conversion |
Why it will work | A lot of our customers tell us that they did not knew a certain functionality existed and they would have definitely used it if they had known. This is just a way to surface them it will work. |
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Campaign 3 | Planners Large pack push
The Campaign Name | Planner Large pack push |
|---|---|
Goal | Get Users to buy the multipe wedding bundles instead of just 1 wedding option |
Segmentation | This would mostly be the Casual users of the app and some core users |
Product / Feature promoted | No product or feature as such, just having them buy multiple wedding pack to build longer term relation and drive depth of usage as well |
Offer / Proposal | So we have the planners buy packages of 1, 5 and 10 weddings currently. We will offer additional weddings in the 5 (+2) and 10 (+4). |
Content | Headline : Your Reward is Ready Desc: You deserve an award for managing #AdiKiparu's wedding successfully. CTA: Claim Award Takes user to packages page More Weddings, same Price! We show 5 + 2 and 10 +4 in a nice highlighted manner |
Medium | WhatsApp → In-app → SMS → email |
Targeting | Planners who recently got done with a wedding (based on date of wedding) |
Frequency | We will contact this planner once a week starting 3 days after they are done with a wedding. |
User Motivation | As long as the product promise for planners ( being able to manage weddings efficiently so that they can grow their business ) holds, they are likely to continue using the app, this way we make sure they see extreme value as well |
Success Metric | No. of large packs sold Renewal rate |
Upselling Ability | Medium Again the purpose to target those on the fence of those who are thinking ill buy later if needed and forcing their hand with an incredible value offer. |
Why it will work | Because there is no other product providing them this service and if they see there is an option to get more for less, they will take the plunge. |
Campaign 4 | Verify karo Campaign
The Campaign Name | Vendor Verification Program push aka Verify karo Campaign |
|---|---|
Goal | Get Vendors to Verify. |
Segmentation | This would be the casual users of Vendors by WedHaven Service |
Product / Feature promoted | Promoting the benefits of being Verified Context : getting verified is a bit cumbersome process, it requires them to submit registration documents, send photos of premises and involves a visit from Wedhaven team members. This is conveyed very clearly to vendors that without getting verified they wont get good leads. |
Offer / Proposal | We use a testimonial style approach here, highlight 4-5 vendors for various categories whose business did better post verification |
Content | Vendor 1 Headline : Rakesh Mehendi Lagake Pareshaan hai! Desc : Verification ke baad, rakesh ke paas too much kaam hai! CTA : Verify Karo Vendor 2 Headline : Wedding Tales Ka December Pura Booked! Desc : Verification ke baad, Har 2 din mein Deal closed. CTA : Verify karo Vendor 3 Headline: Wedding Filmer’s camera stopped working Desc : Verification ke baad, ab har roz kaam hai CTA : Verify Karo PS: in email there will be a bit more data shared |
Medium | WhatsApp → In-app → email |
Targeting | Vendors who have not verified with us yet |
Frequency | We will show them a new success story every day for 5 days |
User Motivation | FOMO, leads are coming but not to me, Verification is important |
Success Metric | % of verified vendors Inrease in Engagement time with service |
Upselling Ability | High |
Why it will work | Fomo works well specially for vendors having a hard time looking for clients. Also since its more of a time investment on their end and not about money they need small pushes to complete it |
Campaign 5 | App use karo Khush raho
The Campaign Name | Vendor Become Power user Push | App use karo Khush Raho |
|---|---|
Goal | Get Vendors from casual and core to power state |
Segmentation | This would be for all casual and core users |
Product / Feature promoted | We will promote the Calendar sync and Discount campaigns features here |
Offer / Proposal | They are paying us already and just not using services we provide, so we promote them. We gain here because we get our hands on more data (calendar syncs) to optimize our matching and get to engage vendors more. |
Content | For Calendar Sync Headline : Paper Pen Chodo, App pe daalo Desc : Saari Bookings App ke Calenda mein daalo, automatic reminders and no double booking issue! CTA : Add Now or Abhi Daalo For Discount campaigns Headline : Discount do lekin apni marzi se Desc: Kitna dena hai, kitnon ko, kab tak and kaise, control everything ! Increase leads by running campaigns. CTA : Start Campaign Now or Chalo Campaign karein |
Medium | WhatsApp → In-app → email |
Targeting | Vendors who are not using Calendar and Discount Campaigns features. |
Frequency | We will msg them once a week with any one of the feature |
User Motivation | Purpose is to expose these features and their benefits to the user, both these features are crucial for them to operate their business, so there should be uptake. |
Success Metric | Avg features used per user No. Calendar syncs Engagement in time |
Upselling Ability | High |
Why it will work | Its useful and its included in what they pay. |
Retention
We will again look at this from two lenses, the B2C side and B2B side
B2C
Few things to note here -
- B2C product is "Once in a lifetime" with a "limited usage period" which is typically 3-4 months (till the wedding) So you will see it eventually goes down to 0%
- There is a huge drop on Day 1 itself, and they are mostly people who misunderstood the product or were looking for something else, basically not our ICP.
- Retained users (those between 30 - 150 days) are
- From tier 1 (63%) , tier 2 ( 32 %) cities
- Do not use a planner ( 87%)
- Live away from family (74%)
- Fun Fact : All retained users, explored the guest management features within 5 days of getting the free trial.
B2B
PlanEazy for planners
Few things of note here -
- PlanEazy is paid only with a free trial option (14 days), which is also visible here that the drop off is significant after 14 days
- We see that our paying customers truly take a month to decide before they decide to stick with us
- Pretty decent 8.5% retentiton around the flatenning
- Within the planners community we see that planners operating in Tier 1 City and Planners with minimum budget requirement of >7lk are the most common ICP surviving in long term partnerships
- Fun fact, One feature that everyone who retained has used is WhiteLabeling!
Vendor by Wedhaven
Unfortunately as stated earlier this product isnt live to general masses and has been running as a POC for about 7 months with a limited set (56) vendors in a single region (Delhi NCR), so the data might be a little skewed, assume the graph is indicative and not an absolute truth
Few things to note here -
- Ok, so this is interesting, we can see that a decent amount of vendors give the platform a try first 30 days.
- The significant drop after 30 days is because of renewal coming up
- We also see that between the 60-90 days mark is when we start seeing signs of flatening, which makes us believe that to truly get value out of the platform we need to keep the vendors using the platform for 90 days.
- Vendors categories which get retained are big ticket vendors like Venue, planners, catering. Small ticket vendors dont turn into long term partners as per current data.
- Fun fact : 90% of retained vendors have a vendor ping (request coming in msg over whatsapp) response time of < 1 min.
User Churn
We made around 37 calls to churned users past 5 days and looked at user journey tracking data to come up with the following data.
B2C
Reasons for churn and % of users who churned for that reason from our B2C offering The WedHaven App
Voluntary Reasons
- Price point : 24%
- Did not understand the product : 20%
- Vendor Search Result Unsatisfactory : 15%
- Feature missing : Invites - 15%
Involuntary Reasons
- Wedding cancelled / moved - 15%
- Family not interested - 11%
Negative Actions:
- Not opting for a free trial in first 3 days
- Interacting with less than 2 features
- No follow up action after requesting vendors
- Low rating / review of Vendors post booking completion
- Low Rating of the app in app store.
- Booking a vendor but not using the management tools
- Low taffic on wedding website
- < 2 events added in 14 days
- > 5 calls to customer support to understand parts of the app
- Going to the Account Deletion page
In B2C, the majority of the churn is from casual users, core and power users have paid and have high commitment, its only sometimes we have to refund their money but its a very small usecase.
B2B
Reasons for churn and % of users who churned for that erason from B2B offerings PlanEazy & Vendors by WedHaven
Voluntary Reasons
- Did not understand the product : 17%
- Quality of leads Unsatisfactory : 20%
- Product promise not delivered / stability : 25%
- Support & Matchmaker issue : 7%
Involuntary Reasons
- One time use / Seasonal Business : 16%
- Price point : 15%
Negative Actions:
- Vendors not responding to lead alerts
- Vendors not getting verified
- Vendors rejecting 5 leads continuously
- Vendors keeping calendar out of sync
- Planners using < 2 features
- Planners not using Notify guest (sometimes they prefer using their personal WA number, these ones always churn)
- Planners not interested in White Labeling (these people also eventually drop off saying the brand name is confusing people)
- Planners using PlanEazy in just one wedding the entire season
- Planner handling without any co-host from their team.
- Vendors going through the /refunds page
- Vendors blocking WedHaven official number of WA
Resurrection Campaigns
Campaign 1 | #TaiyaarHoJaiye
Churn reason | D2C : Price Point |
|---|---|
User Segmentation | Casual users |
Targeting | Users who took free trial, interacted with the app (Added guests) but did not convert to Paying Customers and their wedding is coming up in next 2 months. |
Medium | If blocked on WA, then In-app If App uninstalled, email |
Offer/ Proposal | A simple straight forward message, telling users Wedding seasons is getting closer and we are offering last minute discounts. |
Content | Headline : WedHaven ke saath. #TaiyaarHoJaiye Desc: <username> ji Shaadi sir pe hai, Kya aap Taiyaar hain? Nahi? Don't Worry WedHaven haina! Upgrade to WedHaven Gold, ab 20% off just for you! |
Frequency | We will send this as a one time push, we are targetting users whose wedding date is 1-2 months away. |
Success Metric | Conversions Engagement in time CTR on CTA |
Motivation | These users always say the service is good but its costly and we end up saying ok we can do a 20% off on this price and they pay (approx 40% of these users convert) Now, it works well if we can talk to them in person, but a lot of them are just not reachable, so this campaign will help reach those customers and hopefully revive them |
Campaign 2 | Arre WedHaven Will, You just chill
Churn reason | D2C | Did not understand the product |
|---|---|
User Segmentation | Casual users |
Targeting | Users who took free trial, interacted with the app (Added guests) but did not convert to Paying Customers and their wedding is coming up in next 2-3 months. |
Medium | Whatsapp & email |
Offer/ Proposal | We will basically promote certain features and provide short form how to videos explaining them |
Content | Feature 1 : Guest info collection Headline : Kaun karega sab guests se id's collect? 😩 Desc : Arre WedHaven Will, You Just Chill! Click start collecting Id and bas bhool jao, automatically keeps following up with guests until they update Id, travel and family details! CTA : Start Collecting Now Feature 2: Guest notifications Headling: Baarish hai, venue Change, Guests ko kaun batayega? 😳 desc : Arre WedHaven Will, You Just Chill! Single click notification to all or groups of guests over multiple channels! CTA : Send Notifications Now Feature 3 : painless vendors Headline: Already itna kaam hai, Vendors Kaun Dhundega? 😭 Desc: Arre WedHaven Will, You Just Chill ! Talk to our Expert, tell them what you want, let them find the right man (or woman) for your wedding! CTA: Talk to Expert Now! |
Frequency | Once every 5 days. |
Success Metric | Avg. features used per wedding |
Motivation | As we can see from churn data, a lot of people just dont understand the app and there are multiple reasons for that, this campaign is an attempt to focus and surface one problem at a time and how wedhaven can solve it. |
Campaign 3 | Sabr Ka Phal Meetha
Churn reason | B2B : Quality of leads for Vendors by WedHaven |
|---|---|
User Segmentation | Casual & Core users of Vendors by WedHaven |
Targeting | Casual and Core users who either - |
Medium | WhatsApp, InApp & email |
Offer/ Proposal | For the people who havent had success on the platform and are leaving because of that or are at risk of leaving, we want to offer them 1 month free renewal |
Content | Headline : No good leads this month? 😔 Desc: It's not you, its our fault ! We will work harder and find you the right lead ! In the mean time, Take one month free from us. #SabrKaPhalMeetha CTA : Claim Free Month In the email, we need to attach some testimonials from happy vendors using our platform. |
Frequency | Two times only - Churned users : Next day after renewal date and 5 days after that. |
Success Metric | Renewal rates Engagement times Active users |
Motivation | Not getting Business is one big reason to churn here, if we loose vendors everytime they dont get business our overall size reduces and correspondingly effects what we can do for our D2C clients. Hence, its critical to keep them on the platform to give the platform time to optimize and perform better. |
Campaign 4
Churn reason | B2B : Price point / Value for money (PlanEazy for planners) |
|---|---|
User Segmentation | Casual and Core users of PlanEazy for Planners |
Targeting | We will target the At risk users of the PlanEazy for planners app, those who are not already paying us for Leads via Vendors service |
Medium | Whatsapp, Inapp & email |
Offer/ Proposal | Offer is simple -
|
Content | Headline : Psst : Grow your business, get quality leads! Desc : Vendors by WedHaven provides high quality verified leads to all its customers. Planners like < Planner name whose testimonial is attached> rely on WedHaven to keep their dates booked on and off season! Testimonial : Can be an image or video testimonials of a few happy vendor talking about how efficient it is to get leads using Vendors by WedHaven. Send only one testimonial at a time. |
Frequency | Once a week on sunday around 10am. |
Success Metric | Large pack sales Engagement in time CTR on CTA |
Motivation | So the game here is, if they feel they are not getting enough value for money, see if you can provide them something they need desperately (leads that convert) for free but only if they buy large packs. For us we drive them towards being core and power users as once they have paid for large packs they are more liekly to continue using it in multiple weddings and for them they get access to good leads from our end. |
Campaign 5 | WedHaven Haina!
Churn reason | B2B : Product Understanding (For PlanEazy planners) |
|---|---|
User Segmentation | Casual & Core PlazEazy users |
Targeting | We will focus on all PlanEazy users who have paid for either a single wedding package or 5 wedding pack and are not utilizing all functionality |
Medium | Whatsapp & email |
Offer/ Proposal | Very similar to the D2C Campaign for WedHaven app, we will basically promote certain features and provide short form how to videos explaining them |
Content | Feature 1 : Guest info collection Headline : Staff Bimaar, Kaise karogey travel info collect? 😫 Desc : WedHaven Haina! Click start collecting info and bas bhool jao, automatically keeps following up with guests until they update Id, travel and family details! CTA : Start Collecting Now Feature 2: Guest notifications Headling: Driver ko guest nahi milta, guest ko driver? Kya karun 😳 desc : WedHaven Haina, Dono ko msg jata hai and tumhe update aa jata hai ! CTA : Send Notifications Feature 3 : Reduce Queries Headline: 20 logon ko Lunch ka time and location batake thak gaye? 😭 Desc: WedHaven Haina! Website has everything guests need and har event ke start and end pe updated go over whatsapp as well. CTA: Add event details After around a week of running this campaign, we can add 2-3 more features to recycle through |
Frequency | Once every 5 days. |
Success Metric | Avg. features used per wedding Engagement in time Renewal rates |
Motivation | We hear it often, I dont understand what all you provide for the money you charge and sometimes it feel like its too much. |
That's All Folks! 🥕
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