Product chosen:

Emera - Organic Surface Cleaner

An e-commerce based business with one core product - an Organic Surface Cleaning Solution. It is a concentrate-based cleaner solution which can be used to prepare bathroom, kitchen, floor cleaners etc. in different proportions. They carry a range of products for specific cleaning purposes and their flagship is the Home Cleaning Kit which includes concentrate and sepatate bottles demarcated for each type of cleaner.

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Background & Initial Testing:

The product has been in development since 2022 and initial testing was done with friends and family for proof of concept. All of the initial users, now swear by the product and have gone on to become repeat purchasers. The first round of sales was undertaken using Whatsapp groups and communities. This was still within circles of acquaintances but they paid to purchase and try the product. One-to-one connection helped get immediate feedback on quality and ease of use from customers. 70% of this first set of paying customers. became repeat purchasers and Emera found their first set of truly happy customers and testimonials.

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Understanding the users and their motivations:

Emera's mission is to make planet-friendly and sustainable household products. However it translates differently to customers. I interviewed 8 people - 2 repeat purchasers of the product, 3 recent customers, 1 known organic products enthusiast, 1 new parent and 1 pet-parent. In speaking with their customers, the primary motivators for purchase identified are -

• Safe for kids, pets and skin
• Organic = Healthier Life
• Sustainable living starts at home

The three additional non-customer interviewees confirmed hypothesis and findings. One key observation is that females are the decision-makers in this category. In case of pet-parents, males might also be decision-makers.

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Ideal Customer Profile

As mentioned above, basis the interviews, three clear categories with unique motivations emerged. Adding a few nuances, they can be built out into around 10 customer profiles. Below are 7-8 customer profiles built out for this product.

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Understanding the Category

Market sizing:

The larger category is India household cleaners. Market size of this category in India reached USD 7,537 Million in 2022. Looking forward, the analyst expects the market to reach USD 21,950 Million by 2028, exhibiting a CAGR of 19.5% during 2022-2028. Surface cleaners dominate this category at 20% share.

In the same duration, India Eco-Friendly Home Hygiene Products Market has valued at USD 13.98 million in 2022 and is anticipated to project robust growth in the forecast period with a CAGR of 33.01% through 2028.

While the organic cleaning products currently makes up less than 1% of the overall household cleaners market, it is the fastest growing sub-category.

India has recorded around 32 crore households in 2022. So, using External Research to calculate TAM.

TAM for Household Cleaners in India = 32 Crore = 320 million

Size of market = USD 7537 million

Average Category spend per household = USD 7537 million/320 million = USD 23.55

Size of market for eco-friendly home cleaners in India = USD 13.98 million

Assuming the TAM for eco-friendly home cleaners is based in Metros, Tier 1 and Tier 2 cities, the averegy spend per household for this segment will be higher than the national average. Lets assume an average urban household purchases 10 bottles of surface cleaner a year at an average of INR 300, results in annual spend of INR 3000 i.e. USD 36.

Since, the size is current revenue, it equates to currently addressable market. So,

SAM for Eco-Friendly Home Cleaners in India in 2022 = USD 13.98 million/USD 36= 385,833 households

At CAGR of 33.01%

Current SAM for Eco-Friendly Home Cleaners in India in 2024 = 682,196 households​

Competitive Landscape:

The biggest player in the Organic Home Cleaners category in India is currently Herbal Strategi which has been around for 10+ years. Second to them in the market is 3 year old company, Koparo, which is currently making waves due to their recent successful pitch at Shark Tank India.

All players in this space have e-commerce enabled websites. But listing on marketplaces like Amazon, Bigbasket etc. are also a norm.

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Below is the website traffic of the key players in the past 3 month's -

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Our brand, Emera.in has surface cleaner - kitchen, bathroom and surface as a product range and is clocking in only 1K visits as of today. We have a large gap to bridge and hence will have to use multiple strategies to do so.

Comparitive Presence

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Intent Drivers in this Category

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Designing Acquisition Channels

Core Value Proposition

Deep Clean, Delicate Touch: Safe for Pets and Babies.

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Emera is a plant-based, super effective cleaning solution.

It keeps the home clean yet chemical free.

Primary benefit: Great at cleaning grease and grime yet safe for babies, children and pets who are indiscrimnately in contact with floors and other surfaces.

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Secondary benefit: Gentle on the skin and hence easier and better for the user as well.

Why is Emera in Early Scaling

• They have found their ICPs and marketing pitch
• Whatsapp, which was their quick and cheap channel is plateauing
• They have found paying customers as well as repeat purchasers

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It is now time to scale operations!

The role of this acquisition strategy will be to drive trials. Once a purchse is makde, ee have observed that repurchse rate is very high for the product. Even if we were to normalize the repeat purchases by adding negative weights for scale - we expect to see at least 40% repurchase.

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Channels & Acquisition Plan

Choosing the right channels -

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In summary, we will choose the channels that provide moderate to high scale and are high on flexibility. Meta Ads, Affiliate and Market places and Referral program

Meta Ads

• We will cater to three different target segments using Meta Ads.
• • Organic Toe-Dippers:
  • • Phsychographic: From my user research, it was clear that trials for this product will be driven by "curiosity-purchase". People come across something that fits a use-case in their lives but is not a burning pain point. Even if they might not be actively looking for a solution, they will have an "Ah! I'd like to try this!" moment.
    • Detailed Targeting:
    • • Location: Metros, Tier1 and Tier2 cities
      • Gender: Both - Budget split Females: Males (80:20)
      • Age: 30 - 60
      • Interests:
      • • Organic food
        • Sustainable living
        • Zero waste living
        • Green energy
        • Natural products...
      • Communication:
      • • Say goodbye to conventional cleaners. We bring you the ultimate solution for a cleaner, safer home.
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• • New Moms
  • • Psychographic: Mom's of kids in the age group of 0-5 are typically highly worried about safety of their children and try to equip themselve and their home for the child's utmost safety. This can include baby-proofing corners, switching to a natural detergent for the child and even switching to organic floor cleaners so that their crawling and rolling babies are not exposed to chemicals.
    • Detailed Targeting:
    • • Location: Metros, Tier 1 and Tier 2
      • Gender: Females
      • Age: 20 to 45
      • Demographics:
      • • Parents up to 12 months
        • Parents with toddles (aged 1-2)
        • Parents with pre-schoolers (aged 3-5)
    • Communication:
    • • Visual of child helping mommy clean with a spray bottle of Emera in their hand.
      • • Tough on Grime. Gentle on Babies.

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• • Pet Parents
  • • Psychographic: Pat parents are as concerned about their fur-babies as people are of their human babies. The want to provide a safe and comfortable home for their pet. Chemicals prodcuts used around the house can be very harmful to pets, as they might accidentally ingest them while playing. While they provide the best of everything else, switching to organic surface cleaners will ensure their licking and rolling fur-babies are not exposed to chemicals.
    • Detailed Targeting:
    • • Location: Metros, Tier 1 and Tier 2
      • Gender: Both
      • Age: 20 to 55
      • Demographics:
      • • Pet Food
        • Pet Supplies
        • Dog Lovers
        • Cat Lovers
        • Dog Grooming
        • Pet supplies brands
    • Communication:
    • • Visual of a dog licking/eating some food of the house floor
      • Emera keeps your floor as clean and safe as his food bowl and toys

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Proposed Monthly spend = 1.5 lakhs

Expected CPS = INR 200

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​Market Place Model

• As per the norm in the category, Emera has get on to marketplaces like on Amazon, BigBasket, Flipkart, BlinikIt, Gofers.
• Baby product market places like Firstcry and BabyHug will need to be included in the mix of marketplaces
• On Amazon, the listing will have to be supplemented with advertising to increase exposure and drive trials.
• • Proposed Monthly Spend = INR 75,000
  • Estimated CPS = INR 75
  • Brand Store will need to be set up on Amazon and 30% budgets will be spent towards attracting new to brand consumers. So, telling a brand story and building awareness through sponsored videos on platform.
  • 70% of the budget will be spend on Sponsored Product Ads.
  • • Target keywords:
    • • Product focused keywords
      • • natural floor cleaners, floor cleaners, eco-friendly floor cleaners, surface cleaners, kitchen cleaners, bathroom cleaners, natural cleaners, concentrate-based cleaners
      • Competiton focused keywords
      • • koparo, herbal strategi, vooki, kleenest, happi planet, tazo, purecult, born good, lizol
      • Cross-category keywords
      • • baby safe detergent, pet cleaners, pet safe, baby safe

​Referral and Affiliate Program

• • Affiliate Program
  • • There is a whitespace in the Pet Supplies space. While both Herbal Strategi and Koparo provide pet specific products, only Koparo has a list on ONE per website - supertails.com and HS on none.
    • Emera will aim to place itself in -
    • • Any pet supply market places, run affiliate programs with websites like lanapaws.com and headsupfortails.com.
      • Also place itself in any local physical pet stores and dog groomers
  • Referral Program
  • • Program design:
    • • Who to ask - Anyone who has purchased the product (we have very good feedback on product quality), so we do not need to wait for repurchase.
      • When to ask - 7 days post purchase. This will also act as a nudge for activation.
      • How will they find it - They will receive a Whatsapp message and email with the details of the referral program and their unique referral code.
      • How will they share - Shareable link to purchase page will be shared on Whatsapp and email, so it is easy to forward for the customer.
      • How will they track - An automated message will go to them when someone uses their code to make a purchase.

Details and two levels to the program:

• • • Customer code will be provided for each customer and Whatsapp activate 7 days post sale i.e
    • Website credits = Rs 50/referral
    • • Can be redeemed any time within a year on any product
      • Emara can donate an equivalent amount to Animal Rescue/Sustaniability cause
    • On 10 referral purchases eligible for -
    • • Subscription to the cleaning kit - @25% off
      • • 6 monthly auto-delivery of cleaning kit at 25% off retail
        • Free samples of any new Emara or Partner products

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