Defining the ICP

Monetization litmus test

Retention Graph

The retention graph for Broomees is calculated based on a combination of industry benchmarks, competitor analysis, and user behaviour patterns typical of gig economy platforms offering domestic help services. The methodology includes:

1. Industry Benchmarks:
2. • Urban Company: Public insights indicate retention stabilizing at 20-25% within 6 months, driven by recurring service users like cleaning, cooking, and beauty.
   • • Source: Urban Company FY23 Report
   • ChefKart: Focused on recurring cooking services, their retention curve is estimated to stabilize at ~25% by Day 180, with a sharper churn in casual users.
   • Gig Economy Studies: Platforms like Swiggy/Zomato report initial churn rates of 10-20% within the first week, with retention stabilizing at 15-30% over 3-6 months.
   • • Source: Zomato User Statistics
3. User Segmentation:
4. • Based on Casual, Core, and Power User types, retention rates are tailored to Broomees’ service offerings (e.g., housemaids, babysitting, elder care).
   • Casual users show high early churn, while core and power users retain longer due to recurring needs.
5. Retention Curve Context:
6. • Services like elder care or live-in helpers retain users for extended periods due to dependency and trust.
   • One-time services like cleaning or babysitting see higher churn rates within the first 30 days.

Retention Table for Broomees

Reasoning Behind Retention Graph

1. Day 0-7 (Casual User Drop-Off):
2. • Why: One-time users resolve their needs (e.g., cleaning for an event or emergency babysitting).
   • Industry Comparison: Casual users on platforms like UrbanCompany and ChefKart show similar rapid churn rates.
3. Day 7-30 (Core User Stabilization):
4. • Why: Families or individuals requiring regular housekeeping, cooking, or babysitting find value and stay engaged.
   • Retention Factors: Convenience, verified staff, and consistency.
5. Day 30-90 (Core User Churn):
6. • Why: Budget constraints, inconsistent service quality, or switching to other alternatives.
   • Retention Strategies: Loyalty programs, service guarantees, and personalized follow-ups.
7. Day 90-180 (Power User Stability):
8. • Why: Power users, such as families with elder care needs or those relying on live-in helpers, remain highly dependent.
   • Retention Factors: Trust, reliability, and long-term dependency.

Understanding Natural Frequency of Broomees

In conclusion, understanding Broomees' natural frequency i.e Casual, Core, and Power is crucial to designing tailored retention strategies and improving customer satisfaction. Casual users, with their one-time engagement, present an opportunity for upselling and converting them into recurring users. Core users, who rely on services for a few months, require consistent quality and incentives to prevent churn. Meanwhile, Power users, as the most loyal and long-term segment, highlight the importance of trust, premium support, and personalized service. By addressing the distinct needs and pain points of each group, Broomees can enhance retention, boost customer lifetime value, and create a sustainable growth model.

Depth of Engagement

Depth of engagement measures how deeply users interact with a product or service by evaluating the time or money they spend on core and additional features. Here are some observations:

Depth of engagement for Broomees is driven by the amount spent and the core services used.

Power users who utilize premium and bundled services for extended periods demonstrate the deepest engagement, while core users contribute consistent revenue with recurring services.

Casual users, though low in engagement, represent an upselling opportunity. By focusing on service diversity, retention, and impactful benefits, Broomees can deepen user engagement and maximize lifetime value.

Willingness to Pay

In the beginning of this section, we defined the 5 ICPs for Broomees, based on their demographic, occupational, and behavioral traits. These ICPs represent the core audience segments Broomees caters to, ranging from working professionals to high-income families. By analyzing their willingness to pay, we can better understand their specific needs, concerns, and potential price sensitivity. Below, we detail the qualifying ICPs and their associated problems in structured tables.

Test the Hypothesis

Goal: To test different pricing strategies and offerings tailored to each qualifying ICP to determine their willingness to pay.

Scale Your Sample Set

Goal: To expand tested pricing strategies to a larger audience, ensuring adoption and scalability across different regions.

In conclusion, the analysis demonstrates a clear willingness to pay among the four qualifying ICPs, with each segment showing strong engagement when offered tailored pricing models and value-driven solutions.

GTM Communication Strategy for Broomees

1. What Broomees is?

Broomees is a one-stop platform for trusted, verified, and professional household help, including housemaids, cooks, babysitters, japa, and live-in helpers. It simplifies household management by connecting families with reliable and trained professionals.

2. How does it build trust among users?

• Verified Workforce: All professionals undergo rigorous background checks and training before being onboarded.
• Transparent Communication: Clear service agreements, detailed professional profiles, and user reviews create transparency.
• Customer Support: Call, email & WhatsApp assistance ensures immediate resolution of user concerns.

3. Why should the customer choose Broomees?

1. Convenience: A user-friendly platform to effortlessly find and book household help, including maids, cooks, babysitters, and elder care services, saving time and effort.
2. Trust and Reliability: All professionals are thoroughly verified, background-checked, and trained, ensuring consistent service quality and the safety of your household.
3. Service Options: Monthly service plans tailored to meet recurring household needs without requiring long-term commitments.

4. How to best use Broomees?

1. Explore Services: Navigate through the website's service categories (e.g., maids, cooks, babysitters, Live-in) to identify the specific help you need.
2. Book with Ease: Select your city, browse available options, and complete the booking process seamlessly through the platform.
3. Provide Feedback: Share feedback on your experience to help Broomees improve its services and ensure customer satisfaction.
4. Leverage Support: Reach out to Broomees’ customer service team for any assistance or to make adjustments to your service as needed.

Customer Touchpoints

1. Website and App:
2. • Use engaging landing pages explaining Broomees’ services and benefits.
   • Offer an intuitive booking experience with clear service descriptions and pricing.
3. Email Marketing:
4. • Personalized emails highlighting user-specific services (e.g., offers for mother and child care to families with new borns).
   • Share onboarding guides and success stories to build trust.
5. Social Media Campaigns:
6. • Showcase video testimonials from satisfied customers and case studies of families who benefited from Broomees.
   • Highlight key USPs like verified professionals and transparent pricing.
7. In-App Notifications:
8. • Notify users about exclusive offers, reactivation discounts, or service upgrades (e.g., bundles or premium plans).
   • Share tips for making the most out of services (e.g., pairing cooking and babysitting).
9. Customer Support Channels:
10. • Actively engage with user queries via chat, phone, and email.
    • Promote Broomees' responsiveness to demonstrate care and reliability.

Key Messaging

Product Value:

“Transform household management with trusted professionals tailored to your needs.”

Trust Building:

• Showcase customer testimonials, professional background verification processes, and rigorous training standards.
• Promote a "100% Satisfaction Guarantee" policy for first-time users.

Differentiation:

• Emphasize unique features like bundled service packages, verified staff, and premium live-in helper options.
• Position Broomees as the only platform offering comprehensive, end-to-end household solutions.

Educational Content:

• Blog/Video Content: Create step-by-step guides on choosing household help or managing staff effectively.
• Social Campaigns: Share tips for a better work-life balance with Broomees' services.
• Webinars: Host live Q&A sessions with Broomees’ team to address user concerns and educate them about the platform.

Example Messaging in Action

• In-App Notification:
  “Time to simplify your life! Book a verified housemaid today and experience hassle-free household management.”
• Email Campaign:
  “Struggling to balance work and home? Let Broomees take care of your household needs. Try us now with an exclusive 10% off on your first booking.”
• Social Media Post:
  “Meet Meera, a busy mom who reclaimed her time with Broomees. Read her story of trust and convenience: [link].”

This GTM strategy aligns with Broomees' target ICPs and effectively communicates product value, builds trust, and drives engagement through strategic touchpoints.

Substitute Pricing

1. Customer Value Proposition: What Are They Paying For?

Customers pay for verified and reliable household help services, specifically:

1. Housemaids:
   Reliable support for daily cleaning and maintenance tasks.
2. Cooks:
   Customized meal preparation based on family preferences and dietary needs.
3. Babysitters/Japa:
   Professional childcare services to take care of new born babies and mothers and help with food, bathing, massages, etc.
4. All-Rounders:
   Multi-skilled professionals who handle cleaning, cooking, and other household chores.
5. Live-In Helpers:
   Comprehensive 24/7 household support for families with long-term requirements.

2. Differentiation: How Does Broomees Stand Out?

Broomees distinguishes itself with:

1. Verified Professionals:
   Thorough background checks and training ensure trust and high-quality service.
2. Specialized Focus:
   Unlike broader platforms, Broomees specializes in household services like maids, cooks, and babysitters.
3. Seamless App Features:
   Functional app offering service browsing, bookings management, attendance tracking, and customer profiles.
4. Transparent Monthly Plans:
   Simplified monthly pricing eliminates the hassle of hourly or ad-hoc bookings.
5. Metro-Focused Reach:
   Targets urban regions like Delhi NCR, Pune, and Bangalore, catering to families' specific needs in these cities.

3. Brand Positioning: Why Should Customers Choose Broomees?

1. Verification & Assessment:
   Broomees ensures the highest quality of service providers by employing rigorous physical and telephonic verification processes enhanced with AI. Customers can trust that all staff members are thoroughly vetted and assessed to meet their household needs safely and professionally.
2. Transparent Pricing:
   With Broomees, customers know exactly what they are paying for. The platform offers clear, upfront pricing with no hidden costs, along with added benefits like a replacement guarantee, COVID-19 test reports, and verification documents to ensure peace of mind.
3. Reliable Customer Support:
   Dedicated executives are available to promptly address any concerns or issues. Whether it’s resolving a problem or providing guidance, Broomees’ customer support team ensures a smooth and hassle-free experience for all users.

4. Improvements Needed to Justify Higher Pricing

5. Competitor Analysis: Broomees vs UrbanCompany vs ChefKart

Broomees stands out as a trusted platform for recurring household services, offering verified professionals, transparent pricing, and reliable customer support.

With its customer-centric approach, Broomees is poised to establish itself as the preferred platform for household management in metro cities.

Step 1: Baseline Scenario

Key Assumptions

• Total Users:
  Broomees operates in metro cities like Delhi NCR, Bangalore, and Pune, targeting urban families. Assume 1,200 total users, including both revenue-generating and non-revenue generating users.
• • Non-Revenue Generating Users (people who have signed up for the app or interacted with Broomees in some way (e.g., inquiries, app installs)): 800 users (~66%).
  • Revenue-Generating Users: 400 users (~33%).
• Conversion Rates:
  Assume a conversion rate of 40% for non-revenue users to paid plans at ₹10,000/month.
• • Paid Users After Conversion:
    40% × 800 = 320 new paying users.
• Baseline Revenue Post Conversion:
  (Existing Paid Users + New Conversions) × Price per Month =
  (400 + 320) × ₹10,000 = ₹72,00,000/month.

Step 2: Test Elasticity Using RFM Analysis

User Segmentation

Broomees users are divided into Casual, Core, and Power Users based on their engagement, loyalty, and value contribution.

Elasticity Scenarios and Impact

Reasoning behind these Improved Strategies

1. Casual Users:
2. • Why this works: Casual users are price-sensitive and hesitant to commit long-term. A pay-per-service option with a low entry barrier entices them to experience the service without upfront commitment.
   • Expected Revenue Impact: Reduced churn and increased likelihood of conversion into Core Users.
3. Core Users:
4. • Why this works: Core users value consistency and affordability. Offering loyalty discounts on extended plans strengthens their commitment and improves retention.
   • Expected Revenue Impact: Lower churn and steady revenue growth through long-term users.
5. Power Users:
6. • Why this works: Power users are loyal and willing to pay for added benefits. A premium membership provides exclusivity, ensuring high retention and maximizing revenue.
   • Expected Revenue Impact: Minimal churn and significant revenue boost due to price inelasticity.

User segmentation basis the RFM analysis

Step 3: Defining Price Points

Rationale for Price Points

1. Casual Users: Low-cost entry plans reduce the barrier to onboarding and allow users to explore Broomees’ services without heavy financial commitment. This builds trust and drives future engagement.
2. Core Users: Bundled discounts incentivize longer-term commitments, ensuring stable revenue and reducing churn for customers seeking consistent, reliable services.
3. Power Users: Premium pricing leverages their willingness to pay for exclusive, high-quality services and added perks, capitalizing on their loyalty and dependency.

This tiered pricing model ensures that each segment is addressed effectively while optimizing revenue potential and minimizing churn.

Updated Revenue Impact Calculation

Total Monthly Revenue Post-Pricing: ₹99,06,000.

When to Charge for Broomees?

Broomees’ charging model involves three key components:

1. Helper’s Salary: Paid directly to the helper for services rendered.
2. Booking Fees: Charged at the time of placing a booking order.
3. Subscription Fees: Charged before arranging a helper, ensuring a commitment to Broomees’ platform.

By breaking this structure into perceived value milestones and user journeys, we can better define when and how to implement or adjust pricing.

Identifying What Determines Value

For Broomees, value is tied to four primary benefits:

1. Time Saved:
2. • Customers save 3-5 hours daily (~60-120 hours/month) by delegating chores like cleaning, cooking, and childcare.
   • Example: A working professional benefits from a streamlined household workflow, reducing personal involvement.
3. Convenience:
4. • Users experience an effortless booking process, with verified professionals provided based on their needs.
   • Example: Families receive pre-vetted helpers without additional hiring or training efforts.
5. Reliability and Trust:
6. • Rigorous background checks ensure families feel secure with helpers.
   • Example: Replacement guarantees and verified staff minimize risks.
7. Hassle-Free Payments:
8. • Transparent pricing (Helper’s Salary + Booking Fees + Subscription Fees) simplifies household management expenses.

Aha Moments for Broomees Users

1. The Day a Maid is Replaced Without Hassle:
2. • A user experiences Broomees’ replacement guarantee when their maid doesn’t show up, and a substitute is arranged seamlessly within the next few days.
   • Why it’s impactful: It builds trust and reduces stress, showing users they can rely on Broomees for continuity without personal intervention.
3. The First Time a Babysitter Wins the Child’s Trust:
4. • A babysitter provided by Broomees bonds with the child, giving parents the confidence to step out for an evening without worry.
   • Why it’s impactful: It highlights the quality of training and vetting Broomees conducts, addressing a major pain point for parents.
5. A Cook Serves a Perfect Meal Aligned with Dietary Preferences:
6. • A user realizes they no longer need to give repeated instructions after the cook consistently prepares meals to the family’s exact preferences.
   • Why it’s impactful: This moment demonstrates Broomees’ ability to deliver personalized services that adapt to unique household needs.
7. The Relief of Booking Without Negotiation:
8. • A user successfully books a helper through the app without needing to negotiate salaries or conditions, which is traditionally stressful.
   • Why it’s impactful: It eliminates a common friction point in hiring domestic help and reinforces Broomees’ value in streamlining the process.
9. The First Monthly Fee is Paid Without Stress:
10. • A user completes the payment for Booking Fees and Subscription Fees seamlessly through the app and sees a transparent breakdown of charges.
    • Why it’s impactful: It reinforces Broomees’ professionalism and ensures users feel in control of their financial commitments.
11. The Moment Staff Punctuality Becomes the Norm:
12. • A maid or cook consistently arrives on time every day without supervision, reducing the user’s need to follow up or manage schedules.
    • Why it’s impactful: It emphasizes reliability and efficiency, two critical factors for busy urban families.

Metrics to Quantify the Value-Add Parameters

Perceived Value Over a Period of Time

Broomees current Charging Pattern

1. Booking Fee: Charged upfront when a user places a booking order.
2. Subscription Fee: Charged upfront before arranging a helper.
3. Helper’s Salary: Paid monthly by the user directly to the helper, separate from Broomees' fees.
4. Non-Refundable Payments: Booking Fees and Subscription Fees are final and non-refundable.

Proposed Charging Pattern:

1. Booking Fee:
2. • No Change. It is still charged upfront at the time of booking.
3. Subscription Fee:
4. • Timing Change: Charge the Subscription Fee only after the user has completed their first successful service interaction (Week 3).
   • Why this Change?
   • • Waiting until the first service builds trust and shows value before asking for a financial commitment.
     • Reduces the likelihood of drop-offs due to upfront fees.
5. Helper’s Salary:
6. • No Change. Continue allowing direct monthly payment to the helper.

Key Differences:

Conclusion: What’s New?

The proposed model delays the Subscription Fee until the user experiences their first service (Week 3). While this is a subtle shift, it is critical for improving user trust, reducing drop-offs, and ensuring monetization aligns with perceived value.

This slight adjustment ensures Broomees retains financial commitment while better addressing the psychological barriers to conversion

Primary Metric: Output

• Charge for the specific outcome of the service provided, i.e., the helper arranged for a user.
  Example: A Booking Fee charged at the time of hiring a cook, cleaner, or babysitter ensures that users pay for what they consume.
  Structure:
• • Broomees’ core value lies in delivering verified and trained professionals for household tasks like cleaning, cooking, or babysitting.
  • Users are charged per successful booking and the service provided.
• • ₹1,500-₹2,500 per service/task (e.g., one-time booking for a babysitter or Japa).

Secondary Metric: Time

• Charge for the right to access Broomees’ services over a specific period, regardless of how much they are used.
  Example: A Subscription Fee to access Broomees’ ecosystem on a monthly, quarterly, or yearly basis.
  Structure:
• • This aligns with Broomees' subscription model, where users pay to retain access to a pool of verified professionals, timely replacements, and reliable support.
• • ₹2,000-₹3,000/month for regular household help (cleaning, cooking).
  • Premium plans at ₹5,000+/month for exclusive benefits like live-in helpers, faster replacements, or dedicated support.

To calculate Broomees' pricing, we will align the math with its core value propositions, focusing on time saved, trust/reliability, and stress reduction.

Parameter 1: Time Saved in Household Management

Time Value of Reduced Chore Management:

1. Broomees saves ~2-4 hours/day (~60-120 hours/month)
2. Average value of time for urban professionals: ₹500/hour.
3. Value Saved: ₹500 × 60 = ₹30,000/month (minimum).

Hiring and Managing Staff:

• Broomees eliminates ~6-8 hours/month spent on interviewing, hiring, and negotiating with staff.
• Value: ₹500 × 6 = ₹3,000/month.

Parameter 2: Trust, Reliability, and Safety

Background Verification Savings:

1. Average cost of conducting independent background checks for staff: ₹2,000/check.
2. Broomees ensures verified professionals, saving these costs.
3. Value Saved: ₹2,000/month.

Replacement Guarantee:

1. Independent replacement efforts cost ~₹1,000 per instance (hiring, training, and inconvenience).
2. Broomees offers replacements within 1-10 days.
3. Value Saved: ₹1,000/month.

Parameter 3: Stress Reduction and Convenience

Effortless Staff Management

• Pain Point Solved:
  Traditionally, hiring and managing household staff involves repetitive and time-consuming tasks like interviewing, training, and constant follow-ups.
• • Broomees Solution:
  • • Verified and pre-trained professionals eliminate the need for interviews and background checks.
    • The platform handles staff replacements, so users don’t have to start from scratch in case of disruptions.
  • Quantified Value:
  • • Time saved: ~6-8 hours/month previously spent managing staff.
    • Monetary equivalent: ₹500/hour × 6 hours = ₹3,000/month saved in effort.

Seamless Booking and Transparent Pricing

• Pain Point Solved:
  Users often struggle with opaque salary structures, negotiating terms, or dealing with unexpected costs with direct hires.
• • Broomees Solution:
  • • The platform provides a clear breakdown of fees, including Helper’s Salary, Booking Fees, and Subscription Fees.
    • No need for salary negotiations or unplanned expenses.
  • Quantified Value:
  • • Reduced stress: Users avoid at least 1-2 frustrating salary negotiation instances/month.
    • Monetary equivalent: Estimated value of ₹1,000/month for eliminating this hassle.

Improved Work-Life Balance

• Pain Point Solved:
  Juggling household chores alongside professional and personal commitments is a significant stressor for urban families.
• • Broomees Solution:
  • • By outsourcing tasks like cleaning, cooking, and childcare, users gain more personal time and energy for family, hobbies, or work.
  • Quantified Value:
  • • Families report a ~50% reduction in stress, equating to priceless improvement in mental well-being.

Total Perceived Value for Broomees:

Pricing Recommendations

1. Primary Metric: Subscription Fee (Time-Based)

• Price Point: ₹5,000-₹7,000/month (Basic Plan)
• Reasoning:
• • Affordable Access to High Perceived Value: Users experience tangible benefits like time savings (₹30,000+) and stress reduction (~₹3,000-₹5,000), which far outweigh the proposed price.
  • Core Value Proposition: This fee ensures consistent access to Broomees’ verified professionals, seamless booking, and hassle-free replacements.
• Premium Plan: ₹10,000+/month
• • For users requiring live-in helpers, multiple services, or priority support, the premium plan taps into users who value exclusivity and reliability.
  • Justification: Trust and reliability (₹3,000+) and enhanced convenience for critical services justify the higher tier.

2. Secondary Metric: Booking Fee (Output-Based)

• Price Point: ₹500-₹1,500/service
• Reasoning:
• • Users pay for each booking, ensuring fairness and flexibility for one-time or casual users.
  • Example Use Case: Babysitters for occasional needs, festival cleaning, or wedding time cooks.
  • Justification: The pricing is competitive and matches the perceived effort Broomees puts into sourcing verified, reliable staff.

3. Add-On Services:

• Replacement Guarantee Fee: ₹1,000-₹2,000 for expedited replacements.
• • Justification: Covers logistical costs and ensures rapid service recovery, adding value for Core and Power Users.
• Family Plans: ₹2,000-₹3,000/month as an add-on to share access across multiple households or members.
• • Justification: Creates incremental revenue while expanding accessibility.

Conclusion

Broomees should implement a tiered pricing model, starting at ₹5,000/month for basic subscriptions, scaling to ₹10,000+/month for premium plans, with ₹500-₹1,500 Booking Fees for casual users. This structure ensures accessibility, scalability, and maximum revenue potential while aligning with the perceived value delivered to users.

Broomees Existing Pricing Page (included just 3 services here)

Observations

1. Information Clarity:
2. • The current pricing page provides a detailed breakdown of discounts (e.g., “Pay for 10 months, get 2 months free”) and mentions worker replacements and uniform costs, which are helpful.
   • However, key details like what is included in the membership fee (besides replacements) and worker salary breakdown are unclear, creating confusion for new users.
   • GST exclusivity is mentioned, but this can be overlooked easily.
3. Navigation and User Flow:
4. • The pricing page is segmented by service types (e.g., Babysitter, Cooks, Domestic Help), making it easy to explore different options.
   • The lack of a comparative table for pricing across services could make decision-making harder for users.
   • Pricing per service isn’t visible upfront and requires several clicks, which may deter potential buyers.
5. Visual Appeal and User Experience:
6. • The design uses clear blocks for each service with visuals, but it lacks interactive elements like FAQs or user testimonials to build trust in pricing.
   • The pricing discount highlights (“Best Seller,” “Super Saver”) are prominent and helpful.

Re-design the Pricing Page

Proposed Structure

1. Introduction Section:
2. • Add a value proposition statement at the top, such as:
     “Affordable and transparent household help services tailored for your needs. Choose the plan that works best for you!”
3. Comparative Pricing Table:
4. • Include a table showcasing side-by-side comparison of different services and plans.
   • Example:

3. Service-Specific Details:
4. • Below the table, add clickable tabs or sections for each service type (Babysitter, Cooks, etc.), showcasing:
   • • Key features
     • Pricing tiers
     • User testimonials
     • Video walkthroughs of how Broomees ensures quality.
5. FAQs and CTA:
6. • Add a dedicated FAQ section addressing questions like:
   • • “What does the membership fee cover?”
     • “Can I cancel my plan midway?”
   • Prominently display Call-to-Action (CTA) buttons:
     “Choose Your Plan” or “Calculate Your Savings.”

Reasoning for the Re-design

1. Why Comparative Table?
2. • Helps users understand the differences between plans and decide quickly.
   • Reduces drop-off rates due to confusion about pricing or benefits.
3. Why Service-Specific Tabs?
4. • Personalizes the experience for users looking for specific services.
   • Highlights Broomees’ trust, reliability, and flexibility, aligning with its value proposition.
5. Why FAQs and Visual Elements?
6. • Builds trust by addressing common concerns upfront.
   • Visuals (e.g., testimonials, explainer videos) humanize the service, making it more relatable and credible.