Onboarding project | Moglix

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Onboarding project | Moglix

Moglix : Revolutionising B2B Commerce

Visionary Leadership : Founded in 2015 by Rahul Garg, Moglix is a Ratan Tata-backed startup headquartered in Singapore, with a mission to reimagine B2B commerce and supply chains through cutting-edge technology.
Rapid Growth : In just six years, Moglix joined India’s Unicorn club, with a valuation surpassing
$1 billion after a $120 million Series E funding round in 2021.
Global Presence : Moglix operates across 25+ locations worldwide, including India, Singapore, the UAE, and the UK, serving over 500,000 SMEs and 1000+ large manufacturers.
Customer-Centric Innovation : Moglix continuously upgrades its software and mobile apps based on customer feedback, ensuring a seamless and personalised experience for B2B clients.

What’s Great

Moglix offers a robust digital platform with over 700,000 SKUs and AI-driven recommendations. With a vast network of 16,000+ suppliers and 40+ warehouses, it ensures efficient and reliable industrial procurement.

What’s Working

Moglix prioritises customer satisfaction, continuously updating its platform based on feedback.
Their AI tools enhance decision-making and provide a smooth, personalised experience for businesses.

Challenges

While growing rapidly, Moglix is focusing on improving profitability and cost efficiency, with recent progress seen in better EBITDA margins.

Understanding the Customer well !!!

To really get to the heart of the onboarding process, I decided to roll up my sleeves and go straight to the source.

I put together a questionnaire and sent it out to procurement managers and head procurement officers, hoping to gather some solid insights.

I also tried to get on the phone with a few of them, but, as you can imagine, it wasn’t the easiest task—B2B folks can be pretty tight-lipped.

But here’s where things got interesting: My past experience with Moglix made all the difference. Instead of hitting a wall, I found that people were more willing to open up and share their thoughts.

That connection gave me a foot in the door, something I might not have had otherwise. While it still took some effort, that familiarity helped me get the responses I needed to really understand the onboarding challenges from their perspective.

Understanding the ICP .....

Hypothesis: By focusing on SMEs in manufacturing, large enterprises, construction companies, and MRO teams, Moglix can effectively target businesses that are most likely to benefit from its platform.

Key assumptions: These customer segments face specific challenges, such as limited resources, cost optimisation, project-based needs, and efficiency. Moglix offerings can address these challenges.

By testing this hypothesis, I was able to validate the ICPs and make data-driven decisions to optimise my onboarding strategy.

1.Circuit ( Munna bhai M.B.B.S. )

Small Business Procurement Manager

Character Association: Circuit's resourcefulness, adaptability, and wide network of contacts make him a perfect fit for the role of a small business procurement manager. Just like Circuit can
"source anything on Earth," a small business procurement manager must be able to find solutions to any procurement challenge.
Role: Overseeing procurement activities in a small, family-owned business.
Goals: Find reliable suppliers, ensure timely delivery of materials, and stay within budget.
Challenges: Limited resources, navigating fluctuating market prices, and managing multiple projects simultaneously.

2.Kabir Singh

Corporate Procurement Officer

Character Association: Kabir Singh's intelligence, drive, and strong work ethic make him a suitable representative for corporate procurement officers. However, his impulsive nature and tendency to isolate himself could be seen as challenges that procurement officers must overcome.
Role: Managing strategic sourcing and supplier relationships in a large corporation.
Goals: Optimise procurement processes, reduce costs, and ensure supplier compliance.
Challenges: Managing complex supply chains, negotiating favourable terms with suppliers, and implementing new technologies.

3.Babu Bhaiyya

Construction Project manager

Character Association: Babu Bhaiya's traditional mindset and lack of adherence to SOPs mirror the challenges faced by many construction project managers. However, his resourcefulness and ability to find solutions in unconventional ways could be seen as a positive trait.
Role: Overseeing procurement of materials and equipment for construction projects.
Goals: Deliver projects on time and within budget while maintaining quality standards.
Challenges: Traditional mindset, lack of adherence to SOPs, and a focus on short-term gains.

4.Devasena ( Bahubali )

Maintenance , Repair , Operation ( MRO ) Superviser

Character Association: Devasena's strong leadership, decisiveness, and focus on the big picture make her a suitable representative for MRO supervisors. Her ability to make tough decisions and inspire loyalty among her team members is essential for effective leadership.
Role: Overseeing maintenance, repair, and operations activities in a manufacturing facility.
Goals: Minimise downtime, reduce maintenance costs, and ensure equipment reliability.
Challenges: Managing a diverse range of equipment, balancing preventive maintenance with emergency repairs, and optimising inventory levels.

Detailed ICP analysis :

Criteria	ICP1 - Circuit	ICP2 - Kabir Singh	ICP 3 - Babu Bhaiyya	ICP 4 - Devasena
Name	Push Engineering	Trident Group	Tata Projects Limited	Bridgestone India (manufacturing plant)
Company Size	Small (50-500 employees)	Large (1,000+ employees)	Large (5,000+ employees)	Large (5,000+ employees)
Location	Pune	Ludhiana, Punjab	Mumbai	Chennai
Industry Domain	Industrial Machines	Textile Manufacturing	Construction and Engineering	Tire Manufacturing
Stage of the company	Growth	Mature	Mature	Mature
Organisation Structure	Functional	Hierarchical	Matrix	Divisional
Decision Maker	Procurement Officer	Head of Procurement	Project Manager	Maintenance Supervisor
Challenges	Limited budget, lack of expertise	Bureaucratic processes, complex approval cycles	Project timelines, fluctuating material costs	Equipment downtime, regulatory compliance
Frequency of Procurement	Project-based (every 2-3 months)	Monthly or quarterly	Daily , Monthly or quarterly	Monthly or bi-monthly
Yearly Procurement	Approximately INR 25-50 crores	Approximately INR 100-200 crores	Approximately INR 100-200 crores	Approximately INR 500-1000 crores
Troubled procurement category	Construction materials, project-specific items	Raw materials, components	Specialised equipment, complex contracts	Spare parts, maintenance supplies
Organisational Goals	Project completion, quality, safety	Increase market share, improve profitability	Cost optimisation, sustainability, innovation	Operational efficiency, cost reduction, compliance
Preferred Outreach Channels	Email, phone, industry-specific platforms	Email, phone, industry conferences	In-person meetings, networking events	Email, phone, industry-specific platforms
Conversion Time	4-6 weeks	3-6 months	2-4 weeks	1-2 weeks
GMV	Approximately INR 200-500 crores	Approximately INR 1000-2000 crores	Approximately INR 100-200 crores	Approximately INR 500-1000 crores
Growth of company	Growing	Stable	Stable	Stable
Tools Utilised in workspace	Project management software, collaboration tools	Basic ERP, spreadsheets	Advanced procurement software (e.g., SAP, Oracle)	CMMS, inventory management software
Decision Time	2-4 weeks	4-6 weeks	1-2 weeks	1-2 weeks

Based on the ICPs and the understanding of user goals, here's a breakdown of why users might sign up for Moglix :

Primary Goal

Financial Goals :
Cost Reduction: Users sign up to reduce procurement costs through competitive pricing, bulk discounts, and efficient processes.

Secondary Goals

Functional Goals :
Streamlined Procurement: Users seek a platform that simplifies their procurement processes, saving time and effort.
Access to a Wider Range of Products: Users want to expand their supplier network and access a broader range of industrial supplies.

Goal Priority	Goal Type	ICP 1 - Circuit	ICP 2 - Kabir Singh	ICP 3 - Babu Bhaiyya	ICP 4 - Devasena

Primary	Financial	Cost Reduction	Cost Reduction	Cost Reduction	Efficiency and Reliability
Secondary	Functional	Streamlined Procurement	Access to a Wider Range of Products	Streamlined Procurement	Cost Reduction
Tertiary	Personal	Convenience and Ease of Use	Time-Saving	Convenience and Ease of Use	Time-Saving
Least priority	Social	Customer Satisfaction - Procurement through authentic Source	Maintaining Industry Standards	Reputation Enhancement	Maintaining Industry Standards

JTBD :

Help businesses Reduce their procurement cost & streamline their processes .

Validation and Analysis :

I conducted a series of in-depth interviews and surveys with representatives from Moglix.com's target customer segments to validate the JTBD and gain a deeper understanding of user goals. These conversations provided valuable insights into the challenges and opportunities faced by businesses in the B2B procurement space.

Key Findings:

Cost Reduction: Users were particularly interested in features that could help them identify cost-saving opportunities and get better deals than existing suppliers.
Streamlined Procurement: Users expressed a strong desire for a platform that could simplify their procurement processes, reducing paperwork and manual tasks.
Reliability and Efficiency: Users emphasized the importance of reliable suppliers and efficient delivery times to minimize disruptions to their operations.
Access to a Wider Range of Products: Users sought a platform that could provide access to a broader range of industrial supplies, meeting their diverse procurement needs.

Through in-depth user research, I have validated the relevance of this JTBD. Users expressed a strong desire for a platform that could simplify their procurement activities, reduce costs, and improve overall operational efficiency.

The JTBD's clarity, specificity, and actionability make it an effective guide for product development and improvement. By focusing on streamlining procurement and reducing costs, Moglix can address the key pain points of its users and position itself as a valuable partner in the B2B procurement market.

In summary, the JTBD for Moglix.com is a well-defined and prioritised statement that aligns with the needs of its target customers. By focusing on streamlining procurement and reducing costs, Moglix can effectively drive business growth and create value for its users.

Onboarding Teardown

Onboarding Teardown for Moglix

Assumptions:

ICP: Corporate Procurement Officer - Kabir Singh
Primary Goal: Cost reduction and efficiency in procurement processes
Financial Literacy: High (assumed based on role)
Prior Experience: Extensive experience with B2B procurement platforms

Onboarding Analysis 😀

1.Landing Page :

Clarity: The homepage effectively communicates Moglix's value proposition as a B2B marketplace.
Call to Action: The prominent "Shop Now" button encourages users to explore further.
Friction: The search bar could be made more prominent to facilitate easy product discovery.

2.Registration:
Simplicity: The registration process is straightforward, requiring basic information like name and email.
Security: Implement strong security measures to protect user data, such as two-factor authentication.
Friction: Consider offering social login options for faster registration.

3. Product Discovery :
Relevance: The platform provides relevant product recommendations based on the user's industry and past purchases.
Filters and Sorting: Users can effectively filter and sort products based on various criteria, such as price, category, and brand.
Product Details: Product pages provide comprehensive information, including specifications, pricing, and customer reviews.

Overall, the Moglix onboarding process is well-designed and user-friendly. It effectively guides users through the platform and provides them with the necessary tools to explore and purchase products.

Recommendations:

Enhanced Search Functionality: Implement more advanced search filters and autocomplete suggestions to improve product discovery.
Supplier Ratings and Reviews: Encourage suppliers to provide detailed information and allow users to rate and review them.
Bulk Purchasing Discounts: Provide incentives for bulk purchases to encourage larger orders.

By addressing these areas, Moglix can further optimize the onboarding process and provide an even more seamless and valuable experience for corporate procurement officers.

Check this out :
Moglix - Onboarding Teardown.pdf

Content and Resource Development :

Onboarding Content :
- - I recommend that Moglix develop detailed onboarding guides tailored to different user personas and their specific Jobs To Be Done (JTBD).
  - Create engaging video tutorials that walk users through key onboarding tasks and features, ensuring they are easy to follow.
  - Objective :
Ensure users have access to relevant and easy-to-understand resources that support them throughout their onboarding journey.

Feedback Loops and Iteration :

In-App Feedback Mechanism :
- - I advise integrating feedback tools within the onboarding process, such as in-app surveys or feedback forms.
  - Encourage users to provide feedback on their onboarding experience and highlight specific pain points.
  - Regularly review feedback submissions to identify common issues and areas for improvement.
  - Objective: Capture real-time user insights to understand their onboarding experience and identify areas for enhancement.
Continuous Improvement :
- - Analyse feedback and performance metrics to identify trends and recurring issues in the onboarding process.
  - Develop an iterative plan to make regular updates and improvements based on user feedback and data analysis.
  - Schedule periodic reviews of the onboarding process to ensure it aligns with user needs and business goals.
  - Objective: Maintain a dynamic onboarding experience that evolves based on user input and performance metrics, ensuring ongoing enhancement of user satisfaction.

Defining Activation Metrics for Moglix :

Hypothesis :

First-time purchase within 30 days:

A significant percentage of new users will make their first purchase within 30 days of signing up considering B2B e-commerce purchase

Reasoning: This metric indicates a high level of user engagement and satisfaction with the platform. It suggests that users found value in Moglix.com and were able to easily navigate the platform to make a purchase.

Additional Activation Metrics:

Account Creation Rate: The percentage of website visitors who create an account. This measures the effectiveness of the registration process and the platform's appeal to potential users.
Product Page Views per User: The average number of product pages viewed by a new user. This indicates the level of product exploration and interest.
Time Spent on Platform: The average amount of time users spend on the Moglix.com platform after signing up. This measures engagement and user stickiness.
Cart Abandonment Rate: The percentage of users who add products to their cart but do not complete the purchase. This indicates potential friction points in the checkout process.
Customer Lifetime Value (CLTV): While not strictly an activation metric, CLTV is a valuable indicator of long-term user engagement and profitability. By tracking CLTV, you can assess the effectiveness of your onboarding process and customer acquisition efforts.

By tracking these activation metrics, Moglix can gain valuable insights into user behavior, identify areas for improvement, and optimise the onboarding process to drive customer acquisition and retention.

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