E&R Project | KisanKonnect
STEP 1: UNDERSTANDING THE CORE VALUE PROP
Core ValueProposition
'To ensure fresh, safe, hygienic, and sustainable foods delivered directly from farm to your home within a day! '
How do they do it?
- Locally source fresh produce from a family of 5000+ farmers and 500+ farms
- QC at every level to ensure safety of produce
- Transparency about farmer information on the app
- Farmers are taught to grow the produce with Good Agricultural Practices (GAP) that ensure environment-friendly practices
- Use of cutting-edge technology that ensures super-nutritious, economically-viable, fresh fruits, and vegetables that help with immunity and is truly safe & hygienic
How Do The Users Experience The CVP Everyday?
- Ordering fresh fruits and vegetables on the KisanKonnect app or website
ICP DEEP DIVE:
| ICP 1 | ICP 2 | ICP 3 | ICP 4 |
|---|---|---|---|---|
Persona | Working Professional | House Wife | Nutritionists | Health Conscious People |
Age | 25 - 50 | 30 - 45 | 30 and above | 25 and above |
Status | Married/Single | Married with/without Kids | Married/single | Married/Single |
Profession | Private Sector, Public Sector | N/A | Nutritionist | N/A |
Salary Range | 10L+ | N/A | 10-15 LPA | 15L+ |
Gender | Any | Female | Any | Any |
Location | Pune/Mumbai/Shrirampur | Pune/Mumbai/Shrirampur | Pune/Mumbai/Shrirampur | Pune/Mumbai/Shrirampur |
Delivery preferences | Online/Offline | Online | Online | Online |
No. of times orders grocery | twice/thrice a week | twice a week | alternate days | twice/thrice a week |
Where do they spend their money? | Food, shopping, rent, travel, investments | Groceries, shopping, travel | Groceries, shopping, travel, investments | Groceries, rent, investments, shopping, luxury retail |
Other apps on the phone | Instagram, Swiggy, Zepto, Blinkit, Zomato | Instagram, Swiggy, Zomato, Big Basket | Instagram, Swiggy, Blinkit, Zepto, Zomato | Instagram, Swiggy, Zomato, Blinkit, Zepto, Food tracker app |
Time vs Money Preference | Money | Time | Money | Money |
Product Sub-categories (features) valued by the user | Chutneys and Pickles | Pre-made mixes and Pickles | Dry fruits and Ready made mixes | Dry Fruits and Masalas |
Natural Frequency | Once or twice a month | Twice/ Thrice a month | Once a month | Once or twice a month |
Power/Core/Casual | Power | Core | Casual | Core |
Natural Frequency of the Product
Casual User - Once in a month
Core User - 2/3 times a month
Power User - 1/2 times a week or more
Sub-Products
Product Categories | Snacks | Dry Fruits | Summer Specials | Bakery Items | Masala Blends and Premium Mixes | Salad Meals and Pan Ready Mixes |
|---|---|---|---|---|---|---|
Contains | Chakli, Karanji, Bhel, Mathri, Khakra, Ladoo, Shev, Chidwa, Chikki, Chips, Bhakarwadi, Gathi | Dates, Apricot, Badam, Kaju, Pista, Raisins, Walnuts, Anjeer, Cashew, Trail Mix | Mangoes, Organic Jaggery, Papad, Kokum Syrup, Pickles, | Paav, Bread loaf, Jam, | Peanut chutney, Misal masala, Dhokla mix, Garam masala, Biryani masala, Onion Garlic masala | Korma mix, Kala masala mix, Pasta mix, Chinese stir fry, Pepper mushroom fry, Thai curry mix, Mixed fruits chunks |
JTBD | Home-made snacks with in-house mixes | Healthy and good quality dry fruits to satisfy your sweet cravings | Indulging in the season's most healthy products (For instance, mangoes are carbide free and GI tagged) | Made with real ingredients for a wholesome experience | Natural and authentic mixes for real taste in food without any added harmful ingredients | Safe, hygienic, and fresh foods make the most authentic tasting dishes with ready mixes |
Casual | Once a month | Once in two months | Seasonal buy | Once in two weeks | Once a month | Once a month |
Core | Twice/thrice a month | Twice a month | Seasonal buy | Twice/thrice a month | Twice/thrice a month | Twice/thrice a month |
Power | Once a week | Twice a week | Seasonal buy | Once every week | 3-4 times a month | Once a week |
ENGAGEMENT FRAMEWORK FOR THE BRAND
Chosen Framework: Breadth (New Product/feature engagement)
Reason?
- Users on KisanKonnect can choose from a variety of authentic offerings like snacks, pre-made mixes, ready made platters, home-made pickles and masalas.
- The more products tried by the user, the more the core value proposition of the brand increases - 'Fresh, Hygienic and Safe foods'.
- Lastly, the more products a user uses the more trust the brand gains thus increasing its revenue over a period of time.
Depth can also be a suitable framework:
Reason?
- Users who have transacted so far and come back for more purchases can be nudged to try new offerings by the brand. For instance, casual users can be prompted to try new products to increase.
- Increased use of products consistently will further enable the experience of the core value proposition of Fresh, Safe, and Hygienic foods at your doorstep.
DEFINE
Active Users
- A minimum of 1 transaction in the last 30 days
- A minimum of 1 referral sign-up
Casual Users: Once a month
- Typically these are users who have not explored the entire range of KisanKonnect's offerings
- Users who have come across KK's offerings in terms of vegetables and places an order once a month
Core Users: 2/3 times a month
- Users who order fruits and vegetables on a recurring basis as per needs and requirements
Power Users: 1/2 times a week
- Users who order on a regular basis and are loyal to the brand. They will usually try other new products launched by the brand.
- For instance, users that have tried the Mom's kitchen products and consequently tried a new product like masalas or ready made platters.
SEGMENTATION
PERSONA SEGMENTATION - ICP
| ICP 1 | ICP 2 | ICP 3 | ICP 4 |
|---|---|---|---|---|
Persona | Working Professional | House Wife | Nutritionists | Health Conscious People |
Age | 25 - 50 | 30 - 45 | 30 and above | 25 and above |
Status | Married/Single | Married with/without Kids | Married/single | Married/Single |
Profession | Private Sector, Public Sector | N/A | Nutritionist | N/A |
Salary Range | 10L+ | N/A | 10-15 LPA | 15L+ |
Gender | Any | Female | Any | Any |
Location | Pune/Mumbai/Shrirampur | Pune/Mumbai/Shrirampur | Pune/Mumbai/Shrirampur | Pune/Mumbai/Shrirampur |
Delivery preferences | Online/Offline | Online | Online | Online |
No. of times orders grocery | twice/thrice a week | twice a week | alternate days | twice/thrice a week |
Where do they spend their money? | Food, shopping, rent, travel, investments | Groceries, shopping, travel | Groceries, shopping, travel, investments | Groceries, rent, investments, shopping, luxury retail |
Other apps on the phone | Instagram, Swiggy, Zepto, Blinkit, Zomato | Instagram, Swiggy, Zomato, Big Basket | Instagram, Swiggy, Blinkit, Zepto, Zomato | Instagram, Swiggy, Zomato, Blinkit, Zepto, Food tracker app |
Time vs Money Preference | Money | Time | Money | Money |
Product Sub-categories (features) valued by the user | Chutneys and Pickles | Pre-made mixes and Pickles | Dry fruits and Ready made mixes | Dry Fruits and Masalas |
Natural Frequency | Once or twice a week | Once/twice a month | Once a month | Once or twice a month |
Power/Core/Casual | Power | Core | Casual | Core |
Trigger for buying from KK | Fresh, safe, and tasty vegetables and fruits | Safe and hygienic produce with lesser fertilisers and pesticides | Organic, safe exotic vegetables available | Daily produce is fresh and safe. Added advantage is farmer information and transparency |
AOV | ~ 900 | 600-800 | ~600 | ~800 |
Where do they order from? | App | App | Website/App | App |
Have they recommended KK | Yes | Yes | No | Maybe |
JTBD | Wants to ensure healthy and safe eating to protect health | Safe and hygienic fruits and vegetables for the health of family | Organic, safe vegetables to ensure immunity and health | To ensure a healthy lifestyle wants to eat right |
Segments | Frequency | Breadth | ICP Affiliation |
|---|---|---|---|
Casual 🤷🏻♀️ | Once a month | Vegetables and fruits | Primary ICP - 3 |
Core 🤝 | Once/Twice a month | Vegetables, fruits, mom's kitchen | Primary ICP - 2 |
Power 💪🏻 | Once/Twice a week | Vegetables, fruits, oils, and mom's kitchen, pickles | Primary ICP - 1 |
ENGAGEMENT CAMPAIGNS:
CAMPAIGN ONE: Pay Day Campaign
- Pay Day Sale campaign is targeted to user in the beginning of the month since their adoption to pay is higher.
- Usually groceries are stocked up in the first two weeks of the month.
- A casual user if often not aware of the various discounts offered on items, this sale highlights the existing discounts.
- Prompt users to believe that these discounts are available only in the beginning of the month on Kisan Konnect. This will increase AOV and frequency. Pushing them from casual -> core.
Segmentation of user | Goal of campaign | Pitch and Content | Offer | Frequency and Timing | Success Metric | Channel |
|---|---|---|---|---|---|---|
Casual | Casual to Core | It's Pay Day, Pay Day, Pay Day! | Discounts, Deal of the day pricing |
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CAMPAIGN TWO: SEASON'S FAVOURITE
- Push great discounts on seasonal fruit and other seasonal products like jaggery or kokam sharbat that are rich in nutrients and help keep the immunity for that season in tact.
- Usually a core user has ordered multiple times now. They can be nudged to buy the seasonal fruits and other items to increase AOV and try a new product category.
- Once they understand and like the quality of produce - they can be pushed to expand their purchase range.
Segmentation of User | Goal of Campaign | Pitch and Content | Offer | Frequency and Timing | Success Metric | Channel |
|---|---|---|---|---|---|---|
Core | Convert from Core -> Power | Add some colour to your basket with our seasonal fresh Mangoes! | Deal of the day discounts on a particular category of products | Once in two days |
| Banner on app, SMS, and WhatsApp notification |
CAMPAIGN THREE: NO TIME TO PREP? TRY OUR EASY-TO-COOK MEALS!
- Target the ready to make, pre-mixes and platters to ensure ease of cooking.
- Kisan Konnect has ready-made platters and pre-made masalas that only a limited audience knows about. There is no communication about the same.
- Users especially living alone or with a partner can order these platters to save time yet eat healthy and safe foods everyday.
- Add a pre-made platters tab on the app
Segmentation of User | Goal of Campaign | Pitch and Content | Offer | Frequency and Timing | Success Metric | Channel |
|---|---|---|---|---|---|---|
Professional Job Audience | To make Kisan Konnect their go-to app for all things health | Questions about health causing you stress amid a busy lifestyle? |
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CAMPAIGN 4: MAA KE HAATH KA SWAAD!
- Products from the 'Mom's Kitchen' tab.
- Play into the, living away from home miss mom's food emotion. We all love our snacks to munch on at chai time or when stressed or when bored.
- Can highlight the tab on the app for great festive specials sweets like laddoos, shakkarpalas, and other high shelf-life items.
Segmentation of User | Goal of Campaign | Pitch and Content | Offer | Frequency and Timing | Success Metric | Channel |
|---|---|---|---|---|---|---|
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| Away from home and missing mom's chai time snacks? |
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| Increased AOV, No. of coupon codes used |
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CAMPAIGN 5: Reminder Nudges
- Remind users to order fresh, high quality, and safe vegetables with great pricing. Send them notifications and remind them how they can buy 500gms Onions only at 1rs. or 1 kg potatoes at 3rs.
- Since these are daily essentials the user will be tempted to buy them at such low prices.
- Can also remind the user to buy seasonal fresh fruits to boost immunity, etc.
Segmentation of User | Goal of Campaign | Pitch and Content | Offer | Frequency and Timing | Success Metric | Channel |
|---|---|---|---|---|---|---|
Core | Convert from Core - Power | Hey, looks like you are running out of your essentials! Schedule your delivery today and get | Great Value offers | As per desired orders or frequency Monthly Orders: Morning 7 AM; Evening 8 PM Daily/Weekly Orders: previous night 8 PM | Morning 6 AM | Evening 4 PM | Increased AOV, repeat purchases | WhatsApp, push |
CAMPAIGN 6 : Referral Program
- Having spoken to around 8-10 users who use Kisan Konnect on a regular basis, they all were of the opinion that they would recommend the brand to other people
- However, they didn't know about the referral program and never used it. This shows the brand does not market the referral program a lot.
- Brand loyals will use this program to benefit from it and it should definitely be pushed
Segmentation of User | Goal of Campaign | Pitch and Content | Offer | Frequency and Timing | Success Metric | Channel |
|---|---|---|---|---|---|---|
Power | Convert them into brand loyalists and | Loved your last order? Tell your friends about it and earn rewards!
| Rewards |
| Increased AOV, repeat purchases | WhatsApp, Push Notifications, Email |
RETENTION
BIRDS EYE VIEW
- Current retention rate in terms of users:
- As per secondary research, the DTC food space has a retention rate of about 50-60% for brands like Blinkit, Zepto and Instamart that do same day delivery
- Since, Kisan Konnect does not deliver the same day we assume that the retention rate is lower when compared to competitors. Therefore the below graph shows the retention curve flattening on the fifth month.
MICROSCOPIC VIEW:
- Best channels of retention:
- All sales of the brand come from the app/website since they are not present on any other platform.
- As per user calls, WoM (however untapped as a channel) drives highest retention for the brand.
- Sub-products or features that drive the best retention:
- Fresh fruits and vegetables drive the most retention as per user data.
- Given their positive delivery on product promise of good quality, safe, and hygienic produce. The fruits and vegetables have the highest retention.
- Mom's Kitchen is the second highest vertical in the category. As per user calls, most of them order one product or more from this vertical of the brand.
DEFINE
- Top Reasons for Churn:
- Voluntary - Product promise not delivered, delayed delivery, unaware of products, no dairy products
- Involuntary - Moved to unserviceable location
- Negative Actions to Look For:
- Low NPS/CSAT - Customer is dissatisfied with the brand and products hence would churn. This could cause negative WoM and reviews.
- WhatsApp block - User might see no communication and block the chat if felt as unnecessary. This could hamper communication flow.
- Support TAT - User may churn if the customer support is not helpful or response time is too high.
RESURRECTION CAMPAIGNS
Campaign | Have you seen this? | Re-Konnect with Kisan | Dil Se Maafi | It's a Kisan's Promise | Lack of products |
|---|---|---|---|---|---|
User Segment | Core | Power | Core | Core and Power | Core and Power |
Campaign Goal | To retain core users by showing them the entire product range | Retain power users who have been ordering and now want to switch to quick commerce apps for convenience | Apologise and retain core users for any support related issue | Retain core and power users by adding a personal touch to the story | Users who are churning to quick commerce for other products like Dairy |
Pitch/Content | You are missing out! | Hey! Long-time no see! | We hurt you! 💔 We are dil se sorry for the bad support experience. Here's a little gift from us especially for you. Use Code SORRY10 on your next purchase and get a FLAT 10% discount on your order | Our Kisan's are really sorry for the delay! Your order took a few years to reach you and we at Kisan Konnect are extremely sorry. Please accept this small token of apology from us - DELAY100 Get a Flat 100 cashback credited to your account on your next purchase | Psst..We’ve been missing you! Get a flat 15% off on your next order! Also, get access to exotic vegetables and fruits all under one roof! Use code WELCOME15 Follow up campaign is: Send an email on D7, D14 D7 - Your offer is waiting for you, redeem today to get a flat 15% off D14 - Your offer is about to expire, redeem it to avail a flat 15% off |
Offer | Discount code and B1G1 | 15% off on order above 900 | Flat 10% off on order above 500 | Flat 100 off on next order | Flat 15% off |
Frequency & Timing | When user orders frequency reduces | Email and WhatsApp on D40 after last purchase | WhatsApp, SMS, and push notification as needed | As per requirements | As per requirements |
Success Metrics | Coupon codes used, AOV | Coupon codes used | Coupon Codes used, AOV | Coupon Code redemption | Coupon code redemption |
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