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ABOUT THE COMPANY:

KisanKonnect is an AgriTech B2C company that was launched in 2020. They aim to provide farm fresh produce to their consumers by examining soil health and yield health, and ensuring that safe produce is delivered to households. Their vision is to achieve this 'Farm-to-Fork' goal via scientific and sustainable farming with their family of farmers.

STAGE OF COMPANY​

PRODUCT PITCH

🌾 Welcome to KisanKonnect - India's Digital Farmer's Market 🌾

Tired of searching for healthy, organic produce only to find chemical-laden fruits and veggies?

Say goodbye to compromise and hello to KisanKonnect! 💪🏻

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Join the health-conscious urban clan and experience the freshness straight from over 5000 trusted farmers to your doorstep. 🚜 With 1L+ satisfied customers already on board, it's time to elevate your lifestyle with quality products sourced directly from the source - our farmers! 🌱

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Picture this: approx. 1.5 lakh deliveries every month, bringing you the finest selection of nature's bounty. 🍇Don't miss out on this food revolution sweeping the nation!

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Ready to embrace a healthier, more organic lifestyle? 🌿

Download KisanKonnect now and taste the difference firsthand!

ICPs

User Goals:

👩🏻‍🦱 Amruta, Working Professional:

• Who is Amruta?
• • Working professional
  • Enjoys spending her time doing quality things like reading, catching up with friends, and living a healthy life
  • Is an outgoing person with a liking for adventurous activities
• What is Amruta trying to do?
• • Personal: “I would like to incorporate more organic produce in my everyday diet.”
  • Social: “I buy organic produce at a reasonable rate.”​
• Concerns & pain points: As per user research
• • Wants to buy organic produce but everything in the market is so expensive. Organic on other platforms too isn't good quality.
  • With a sedentary life and health issues wants to incorporate more organic produce with less chemical usage in daily diet.

👩🏻 Meenal, House Wife:

• Who is Meenal?
• • House wife
  • Enjoys spending her time with family and enjoys cooking
  • Loves shopping online and is an introvert
• What is Meenal trying to do?
• • Personal: “I have small children who need the right vitamins and minerals through food. Vegetables need to be organic.”
  • Social: “Vegetables come directly from farmers, no middlemen, and reasonable prices!”​
• Concerns & pain points: As per user research
• • Wants to buy good quality vegetables and other snacks for the children and family to ensure health.
  • With a busy husband, growing children, and ageing in-laws, needs to think of everyone's health.

👨🏻‍🦰 Rajesh, Nutritionist:

• Who is Rajesh?
• • Nutritionist
  • Loves going to the gym, following a diet, and prioritises eating healthy
  • Is an extrovert who loves meeting new people and networking
• What is Rajesh trying to do?
• • Personal: “I need chemical free, organic vegetables to ensure health and keep my immunity intact.”
  • Social: “I get vegetables and other staples directly from farmers! Farm to table!”​
• Concerns & pain points: As per user research​
• • Wants to buy good quality vegetables for himself and would like to recommend them to his clients too but does not know a trust-worthy brand.
  • Believes in 'You are what you eat' so is very particular about quality but every brand he has tried does not deliver on promises.

👨🏻‍🦲 Akhil, Health Conscious Person:

• Who is Akhil?
• • Working professional
  • Loves going to the gym, following a diet, and prioritises eating healthy
  • Is an extrovert who loves meeting new people and is a social butterfly
• What is Akhil trying to do?
• • Personal: “I believe that eating right is important and would like to eat good quality food.”​
• Concerns & pain points: As per user research​
• • Wants to buy good quality vegetables for himself but does not know a trust-worthy brand.
  • Believes in 'You are what you eat' so is very particular about quality but every brand he has tried does not deliver on promises.

JOBS TO BE DONE:

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PRODUCT TEARDOWN:

KISANKONNECT - onboarding project (1).pdf

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ACTIVATION METRICS:

Hypothesis 1: Places 1 order within 2 days of login

• Through user calls it was noticed that usually everybody has placed one order at least within the first two days of signing up.
• The user comes back once a week to place another order. This shows the user does not mind waiting for the order to arrive.
• Incase this is not the case with users over a period of time, it can be that there is an obstacle in the onboarding process which can be solved. Hence, this is a good metric to track.

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Hypothesis 2: Try their seasonal fruits and new categories at least once a month

• Loyal users who are satisfied with the quality of delivery have typically tried another category like 'Mom's Kitchen' or seasonal fruits like mangoes and strawberries.
• This is a great way of increasing retention and the AOV of the user.
• This also helps in understand the fastest selling product in the new category.

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​Hypothesis 3: Reviews

• User could be asked to review the purchase through a WhatsApp message 2 days post order.
• Since there is a lack of review process, basis my user calls, the user has never thought of leaving a review.
• This is a good metric to track to understand if the customer is engaged/satisfied with the process enough to leave a review.

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Hypothesis 4: Referral Link

• Post the second purchase and WhatsApp communication of placing order, the user can be given a friendly nudge to use their referral code.
• This creates a strong WOM that ensures retention in the long run.

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Hypothesis 5: Increase AOV in the first month to 1100

• Basis user calls, the AOV for a new user will be between Rs. 600-900.
• This can be increased by nudging the customer with discount coupons of Rs.100 cashback on purchase order of value of 1000 and above.

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METRICS TO BE TRACKED

• D7 and D30 Retention: Track weekly (7 days) and monthly (30 days) retention to know how many users returned to make a purchase after their initial interaction (login) on the app.
• DAU and MAU: Track daily and monthly active users to see how many unique users have made a purchase on the app.
• Acquisition Source: Track where the unique users are coming from - referrals, WOM, paid ads, social media to understand which source needs more focus.
• Average TAT: Brand response time to a particular user query can to be tracked to better the brands image and ensure retention in the long run. Ideal response time should be 24 hours.
• Cart Abandonment: Track how many users are leaving things in cart and do not complete a purchase. A high value of this rate could mean something along the process is holding the customer back from completing the purchase. Could be too long a process or confusing flow.
• CSAT Score: Post a purchase is complete nudge the user to rate the experience. A higher CSAT score will mean that the user is happy with the whole onboarding process.
• Time to Convert: Track how long it is taking for a customer to place the order from the time they come onboard. The faster the checkout the easier the onboarding process.
• User Cohorts: Track purchase behaviour to understand which user cohort do most of the users belong to - family (bigger AOVs and big volume), single (lesser/higher AOVs, small order volume), picky (higher AOV, selective purchases) and more.
• Reviews: Track the number of reviews being left behind by the users on the product page. Reviews are a good way to improve quality of service or what needs to be doubled down on, best selling products, etc.

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THAT'S IT FOR ONBOARDING! THANK YOU FOR READING MY SUBMISSION! 😁​

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