The Domino's India App is a key digital platform that enables customers to easily order their favourite Domino's Pizza meals. Featuring a streamlined interface, customizable options, real-time order tracking, and access to exclusive discounts, the app enhances the overall ordering experience.
Category | Details |
---|---|
Founded | 1995 |
Flagship Brand | Dominoâs Pizza |
Number of Dominoâs Stores in India | 2,000+ |
App Downloads | 20M+ |
Core Offerings | Dominoâs Pizza, Dunkinâ Donuts, Popeyes |
Focus on Technology | Began in 2021 to enhance app adoption |
Market Leadership | One of the largest food service chains in India |
Revenue (FY 2024) | âš5,000 crore+ |
Headquarters | Noida, Uttar Pradesh, India |
The core value of the Dominoâs India App is delivering a fast, affordable, and convenient pizza experience through:
The Dominoâs app is a major revenue driver, contributing approximately 30% of the brandâs total revenue, which is around âš5,000 crore annually. With over 10 million downloads and a 6.5 Million active user base, the app generates significant earnings through:
The Dominoâs app in India has already established itself as a significant monetization platform, contributing 30% of the brandâs total revenue. With a strong user base, daily transactions exceeding 1 million + orders, and effective upselling and delivery fee structures, the app demonstrates a robust revenue model.
Given its proven success, the app has already surpassed the litmus test for monetization. We can confidently move forward to explore enhancements and strategies to scale its impact further.
Domino's India App is already monetising so let's deep dive into two key areas:
Domino's currently operates as a transactional product with no existing subscription plans or free-to-paid conversion mechanisms. While the freemium model is less applicable for a pizza-focused app, introducing features like free sides or desserts as part of a freemium offering can enhance user engagement and satisfaction. To leverage these insights, a subscription model is proposed to drive customer loyalty and recurring revenue.
Plan Name | Pricing (âš) | Offer Details | Campaign Pitch đ | Channels | Ramp-Up Milestones | Success Metrics |
---|---|---|---|---|---|---|
Free Plan | âš0 | - 3 days of free delivery.- Access to regular Dominoâs offers.- Real-time order tracking. | đ Try Domino's Premium Experience for Free! đ Unlock exclusive benefits at no cost for 3 days. | - Targeted In-App Prompts: Highlight the benefits of the free trial when users browse the app. | - Highlight trial benefits like free delivery and app-exclusive features.- Send personalized reminders about trial expiry. | - Number of sign-ups for the free plan.- Conversion rate from Free Plan to paid subscriptions. |
3-Month Plan | âš99 | - Unlimited free deliveries.- Free sides with every 3rd order.- Member-only discounts. | đ¸ Save More, Worry Less! đ Unlimited deliveries, free sides, and priority service for âš99 only. | - Email Campaigns: Send personalized emails featuring order history and relevant recommendations. | - Promote exclusive benefits via in-app notifications.- Offer limited-time discounts for first-time paid subscribers. | - Monthly active subscribers.- Retention rate after 3 months. |
6-Month Plan | âš149 | - Unlimited free deliveries.- Free sides with every 3rd order (expanded menu).- 10% discount on customizations. | đ Double the Perks! đ Get dine-in discounts, free sides, and loyalty rewards for âš149. | Loyalty Emails: Send milestone rewards to users nearing the end of their 3-month Plan. | - Loyalty rewards for users nearing the end of their 3-Month Plan.- Highlight dine-in perks as key features. | - Number of upgrades from 3-Month to 6-Month Plan.- Customization usage rates. |
Annual Plan | âš399 | - Unlimited free deliveries.- Free premium sides with every 3rd order.- VIP dine-in benefits. | đ Go Premium, Go Annual! đ VIP perks, premium sides, and customizations for âš399. | - Targeted Campaigns: Focus on frequent 6-Month Plan users for upgrades. | - Highlight savings vs shorter plans.- Target frequent 6-month Plan users for upgrades. | - Annual Plan adoption rate.- Increased spend per user (ARPU). |
This approach also allows the app to cater to diverse user preferences, ensuring long-term engagement and growth.
Stage | Features | Objective | Milestone |
---|---|---|---|
1. Onboarding (Free Plan) | - Free 3-day delivery trial. - Access to regular offers and seamless order tracking. | Allow users to explore the appâs premium features with zero commitment. | High number of sign-ups for the free trial. |
2. Engagement (Encourage Exploration) | - Personalized menu recommendations. - Exclusive in-app discounts. - Reminders for trial expiry. | Increase user activity and interaction with premium-like features. | Conversion of free trial users to paid subscriptions. |
3. Conversion (3-Month Plan) | - Unlimited free deliveries for âš99. - Free sides with every 3rd order. - Priority dine-in and takeaway service. | Showcase value to transition users from free to paid plans. | High monthly active subscribers and retention rates post-trial. |
4. Retention and Upsell (6-Month/Annual Plans) | - Loyalty rewards and premium sides. - VIP dine-in perks (priority seating, complimentary drinks). - Discounts on customizations. | Retain paid users by offering higher-value benefits and fostering long-term commitment. | Increase upgrades from shorter-term plans to annual plans, improving ARPU. |
The subscription plans are a solid step towards boosting app monetization. With targeted channels and appealing benefits, they make it easy to turn casual users into loyal, paying customers. Itâs a great way to drive steady revenue while keeping users hooked with added perks and exclusive features.
Upselling and cross-selling are essential for increasing Average Order Value (AOV) and driving user engagement on Dominoâs app. By implementing personalized, visible, and engaging strategies, Dominoâs can enhance customer satisfaction and optimize revenue streams. Below is the structured approach:
Aspect | Details |
---|---|
Current Scenario | - CTR on cross-sell widget is 11%, limited by horizontal scrolling. Categories: Breads & More, Beverages, Desserts & Dips. Challenge: Restricted visibility reduces user engagement and conversion rates. |
Proposed Strategies | Redesign Widget: Display 3 rows to improve visibility and reduce scrolling. - Social Proofing: Highlight âMost Addedâ or âTop Picksâ to encourage selection. - AI Personalization: Recommend items based on user behaviour and past orders. Email Campaigns: Highlight frequently paired items in post-order emails and promote cross-sell offers. |
Channels | In-App Placements: Position the cross-sell widget prominently below the cart and on the checkout screen. - Push Notifications: Send personalized nudges like âComplete your meal with a dessert!â or âAdd garlic bread for just âš59.â Email Campaigns: Highlight frequently paired items in post-order emails and promote cross-sell offers. |
Campaign Pitches | - đ âAdd freshly baked garlic bread for just âš29! The perfect side to your pizza.â - 𼤠âDonât forget your favourite beverage! Add Coke for just âš50.â - đ° âMake it sweet! Add Choco Lava Cake for just âš99 and end your meal on a high note.â |
Success Metrics | CTR: Track engagement with the cross-sell widget (Target: Increase to 18% Conversion Rate: Measure the percentage of users adding cross-sell items to orders (Target: Maintain 30-31%). AOV: Improve AOV by 15% |
Ramp-Up Milestones | Month 1: Test redesigned widget with 20% of users and measure CTR, conversion, and AOV improvements. Month 2: Introduce AI-driven recommendations and social proof tags across the app. Month 3: Expand successful features to all users. |
Aspect | Details |
---|---|
Current Scenario |
|
Proposed Strategies | Dynamic Suggestions: Show contextual recommendations (e.g., add toppings) after pizza customization. Social Proof: Highlight popular upgrades like â70% of customers chose cheese burst.â Scarcity Effect: Add urgency with messages like âUpgrade now for âš50, limited time only!â AI Recommendations: Leverage user preferences and behaviour to suggest premium options (e.g., crust upgrades). Gamification: Incentivize upgrades with loyalty points or rewards for adding premium features. |
Channels | In-App Placements: Show upsell widget prominently during pizza customization and on the checkout screen. Push Notifications: Send personalized messages like âUpgrade your pizza to a large for just âš50!â Gamification Pop-Ups: Display messages like âUpgrade now and unlock 50 loyalty points!â |
Campaign Pitches | - đ§ âUpgrade to a Cheese Burst crust for just âš50 â a fan favourite!â - đ âAdd more flavour with extra mushrooms for only âš30!â - đ âUnlock 50 loyalty points when you upgrade to a premium crust now!â |
Success Metrics | CTR: Improve upsell widget CTR from 4% to 10% Conversion Rate: Achieve a 35% conversion rate for upsell widgets. AOV: Increase Average Order Value through successful upgrades. |
Ramp-Up Milestones | Month 1: Pilot contextual upsell suggestions for 20% of users and measure engagement. Month 2: Add live social proof tags like â#1 upgrade todayâ to upsell recommendations. Month 3: Refine recommendations based on user feedback and analytics. |
The proposed upsell strategies focus on contextual relevance, personalization, and engagement to address current gaps in the upsell widget. By leveraging dynamic suggestions, social proof, scarcity, and gamification, the plan aims to increase upsell CTR from 4% to 10%, achieve a 35% conversion rate, and boost AOV. These strategies ensure a more tailored and effective upselling process, directly contributing to revenue growth.
The Domino's App differentiates itself with features that substitute like Swiggy or Zomato donât offer:
Method | Ease of Use | Average Time to Order Completion | Rewards and Offers | Familiarity | Core Users | Additional Charges |
---|---|---|---|---|---|---|
Domino's App | Easy | 7-10 minutes | Cheesy Rewards; free delivery on select items. | High among regular customers. | Working professionals, students, and families seeking convenience. | Generally lower; occasional delivery fees. |
Swiggy | Easy | 5-7 minutes | Free delivery on select items; discounts. | High due to large user base. | Busy professionals and variety seekers. | Platform fees; surge pricing during peak hours. |
Zomato | Easy | 5-7 minutes | Zomato Gold discounts; free delivery offers. | High due to widespread usage. | Value-conscious diners, students, and Zomato Gold users. | Delivery fees, surge pricing, and taxes. |
Calling Domino's Directly | Medium | Varies; longer due to manual processing. | Possible phone-exclusive deals. | Moderate; depends on preference. | Elderly customers and those less tech-savvy, emergency cases like phone not working or rapport with a store. | Minimal; standard delivery charges only. |
Dine-In/Takeaway | Easy | 15-20 minutes (prep time) | In-store promotions; physical coupons. | High for traditional diners. | Families and groups prefer in-person dining. | No delivery or platform fees. |
Domino's Mobile Website (PWA) | Easy | 9- 10 minutes | Same as the app, depending on implementation. | Moderate; PWA familiarity varies. | Casual users access via mobile browser. | Generally lower; occasional delivery fees. |
Feature | Dominoâs App | Aggregators |
---|---|---|
Pricing | Lesser price than competitors | Higher prices due to platform margins |
Surge Charges | No surge charges | Often applicable during peak hours |
Exclusive Offers | Access to more app-only offers | Limited or generic discounts |
Platform Fees | No additional platform fees | Added service or delivery fees |
Overall Savings | Significant money saved | Higher overall cost per order |
Dominoâs app stands out by providing customers with better pricing, exclusive offers, and no hidden fees, ensuring a seamless and cost-effective experience. With no surge pricing or platform fees, Dominoâs guarantees the best value for its customers, making it a smarter choice compared to third-party platforms.
RFM Analysis is a customer segmentation technique that evaluates user behaviour based on three key factors: Recency, Frequency, and Monetary Value. It helps businesses understand their customersâ purchasing patterns and prioritize actions to maximize engagement, loyalty, and revenue.
User Segment | Recency | Frequency | Monetary Value | Behaviour |
---|---|---|---|---|
Casual | Infrequent (low recency) | 1-2 orders every 2 months | Low (âš350-âš500 per order) | Occasional buyers who respond to discounts or offers. |
Core | Moderate recency (1-2 weeks) | 1-2 orders per month | Medium (âš450-âš500 per order) | Regular users are drawn to value combos or discounts. |
Power | High recency (weekly orders) | 3+ orders per month | High (âš450-âš700 per order) | Loyal users, often purchase for social or convenience reasons. |
Breaking down user segments helps us understand how different types of customers interact with the Dominoâs app. This segmentation is derived from analyzing user activity, order frequency, and spending behaviour, providing clear insights into how to prioritize pricing and offers.
Category | Profile | Why They Matter |
---|---|---|
Champions | Orders 2â3 times a month; frequently uses bulk ordering and customization. | High engagement and spending make them the most valuable customers for exclusive offers and premium plans. |
Loyal Customers | Orders 2 times in 60 days; consistent engagement but moderate spending. | Steady behaviour can be further incentivized with discounts and loyalty rewards to increase order frequency. |
Potential Loyalists | Placed 1â2 recent orders; growing frequency and interaction. | On the verge of loyalty; can be nurtured with introductory offers or rewards. |
New Customers | Placed their first 1â2 orders recently; limited interaction history. | Exploring the app; can be converted into loyal users with free trials or low-cost entry plans. |
Promising | Made a recent order with low frequency (1 order in 30 days); modest spending. | Moderate potential; needs targeted promotions to encourage repeat orders. |
Need Attention | The last order was 1â3 months ago; with declining engagement and frequency. | Requires re-engagement campaigns to prevent further inactivity. |
At Risk | Last order 6+ months ago; minimal app activity or session time. | High risk of churn; needs win-back campaigns or exclusive offers to revive interest. |
Dormant | The last order was 12+ months ago; no meaningful app engagement since. | Reactivation is unlikely; focus on analyzing reasons for churn to improve future customer retention. |
Category | No. of Users | Avg. Monetary Value (âš) | % of Total Users | Key Focus | Churn Rate |
---|---|---|---|---|---|
Champions | 2,00,000 | 6,000 | 20% | Retain with premium offers, loyalty rewards, and perks. | Low |
Loyal Customers | 2,70,000 | 5,000 | 18% | Increase engagement with personalized discounts. | Low |
Potential Loyalists | 2,30,000 | 4,700 | 16% | Nurture with small rewards and milestone campaigns. | Medium |
Promising | 3,50,000 | 3,800 | 17% | Push targeted promotions to drive repeat orders. | Medium |
New Customers | 2,50,000 | 1,200 | 12% | Convert with free trials and entry-level deals. | High |
Needs Attention | 1,50,000 | 250 | 8% | Re-engage with tailored offers to prevent churn. | High |
At Risk | 80,000 | 350 | 4% | Launch win-back campaigns with exclusive discounts. | Very High |
Dormant | 70,000 | 1,900 | 3% | Analyze churn reasons and focus on preventing future losses. | Critical |
Total Users | 10,00,000 | 100% |
As a transactional product, Dominoâs ideally charges all users, but the RFM grid helps identify key segments like Champions, Loyal Customers, and Potential Loyalists who drive monetization and are more open to new pricing models. Focusing on these high-value groups ensures effective revenue growth while re-engaging lower-engagement users strategically.
This is a sample dataset used to demonstrate how RFM analysis can help create meaningful customer segmentation. It does not reflect real-world Dominoâs data but is a tool to guide computation and interpretation.
This System 1 design approach ensures a seamless, engaging, and efficient decision-making flow tailored to Domino's high-frequency, low-risk product category.
The milestone-based approach rewards users progressively, offering increasing discounts on each order (e.g., 30% off the 1st pizza, 40% off the 2nd, and so on), culminating in a free pizza after six orders. This strategy incentivizes repeat purchases, boosts engagement, and enhances customer loyalty by providing clear, tangible benefits. Users are motivated to complete the milestone journey, fostering a sense of achievement while enjoying consistent savings and rewards.
Implementing a subscription model for Domino's India App offers a steady revenue stream while enhancing customer loyalty. This approach caters to frequent customers by providing tangible benefits, improving convenience, and fostering long-term engagement.
Benefit | Details |
---|---|
One Plus One Offer | Buy One Get One Free (valid on the same day of purchase or any day of your choice during the subscription period). |
Customization | Fully customizable pizza: Choose your crust, toppings, and size. |
Flexibility | Redeemable via dine-in, takeaway, or delivery. |
Free Delivery | Waived delivery fees for all orders (~âš150 savings per order). |
Bonus Days (Yearly Plan only) | Two extra âOne Plus Oneâ days, ensuring 14 pizzas annually instead of 12. |
Priority Service | Skip the queue at dine-in or takeaway counters. |
Exclusive VIP Benefits (Yearly Plan only) | Early access to new menu items and exclusive offers. |
This redesign is rooted in System 1 Design, which caters to fast, intuitive decision-making. Dominoâs is a high-frequency, low-AOV product, meaning users make quick, repetitive purchases rather than long-term, high-stakes decisions.
This redesign creates a seamless and intuitive pricing experience, driving user satisfaction and subscription adoption while ensuring alignment with Dominoâs business goals.
Beyond standard psychological principles, deeper frameworks can be applied to elevate pricing strategies and position plans effectively in the marketplace:
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(Calculate the Aha Moments and Happy Moments and the Perceived Value attached thereon, try to plot Perceived Value and Perceive Price on a graph )
The primary value driver for the Dominoâs App is Money Saved, supported by other factors that enhance the user experience:
Focusing on money saved as the primary parameter, Dominoâs App delivers value while supporting user needs for time savings, engagement, and convenience.
Feature | Dominoâs App | Swiggy | Zomato |
---|---|---|---|
Loyalty Program | Cheesy Rewards (redeemable points for orders). | Swiggy One (free delivery, discounts). | Zomato Gold (discounts and free deliveries). |
Customization Options | Full pizza customization (toppings, crust, etc.). | Limited customization via restaurant menus. | Limited customization via restaurant menus. |
Delivery Assurance | 30-minute guarantee (app only). | No delivery guarantee; third-party logistics. | No delivery guarantee; third-party logistics. |
Order Fulfillment | Direct in-house delivery by Dominoâs. | Dominoâs orders are delivered by Dominoâs riders | Dominoâs orders are delivered by Dominoâs riders |
Customer Resolution | Faster issue resolution via the app. | The resolution was directed to Dominoâs (via a third party). | The resolution was directed to Dominoâs (via a third party). |
Exclusive Offers | BOGO, flat âš100 off, free sides (with coupons). | Cashback offers, Swiggy One benefits, and discounts on bulk orders. | Flat discounts, Zomato Gold offers. |
Mode of Payment Offers | Affiliated bank discounts, and cashback on wallets. | Bank offers wallet cashback, and free delivery (conditions apply). | Bank offers wallet cashback and Zomato Gold perks. |
Pricing Transparency | Transparent; no hidden fees. | Platform fees, surge pricing during peak. | Platform fees, surge pricing during peak. |
This analysis showcases Dominoâs strengths in quality assurance, direct delivery, and faster resolution while identifying opportunities to enhance value through improved loyalty benefits and diversified offers
To ensure pricing aligns with user expectations:
Stage of User Journey | Parameter | Perceived Value | Action/Strategy |
---|---|---|---|
Awareness | Pricing | Lower prices compared to competitors; no platform fees or surge charges. | Highlight cost advantages in marketing campaigns. |
Consideration | Menu Options & Customization | Wide range of pizzas, sides, and customization options tailored to user preferences. | Showcase variety and customization through visuals and user stories. |
Decision-Making | Exclusive Offers | App-only deals and Cheesy Rewards add significant value for repeat customers. | Promote rewards and offers prominently on the appâs home screen and checkout pages. |
Transaction | Ease of Use | Seamless ordering process with minimal steps and multiple payment options. | Simplify navigation and enable fast checkout with saved preferences. |
Delivery & Fulfillment | Speed and Reliability | On-time delivery with real-time tracking; fewer errors compared to third-party platforms. | Ensure timely updates and quick resolution of issues through efficient customer support. |
Post-Transaction | Loyalty & Rewards | Earned points, free delivery options, and exclusive access to offers incentivize repeat purchases. | Build personalized loyalty campaigns and gamified rewards to encourage ongoing engagement. |
Re-Engagement | Retention Campaigns | Personalized recommendations and reactivation offers for dormant or at-risk users. | Use push notifications and email campaigns to re-engage users with tailored promotions and reminders. |
The Dominoâs India App delivers a fast, affordable, and convenient pizza experience through:
These models support Dominoâs promise of quality and convenience while maximizing value for both users and the brand.
The pricing for Dominoâs subscription plans must balance user affordability, perceived value, and business profitability. Hereâs how the pricing structure aligns with customer expectations, perceived value and structuring pricing.
The âOne Plus Oneâ Flexible Plan offers users the ability to redeem Buy One Get One Free on a customizable pizza of their choice, once every month.
The plans are priced to cater to all user segments, from casual users to loyal customers:
Plan Name | Price | Features | Perceived Value |
---|---|---|---|
Monthly Plan | âš129 | - One Plus One offer (customized pizza). - Free delivery. - Priority service for dine-in/takeaway. | âš1,150 (âš1,000 pizza + âš150 delivery). |
3-Month Plan | âš399 | - All Monthly Plan features. | âš3,450 (âš1,150 Ă 3 months). |
Yearly Plan | âš999 | - All 3-Month Plan features. - Two bonus âOne Plus Oneâ days annually (12+2 pizzas). | âš14,950 (âš1,150 Ă 12 months + âš2,300 bonus pizzas). |
The perceived value of the plan exceeds the actual charge, ensuring users feel they gain significant benefits:
This pricing model uniquely combines flexibility, customization, and affordability while maintaining high perceived value. By offering a tangible benefit (fully customized pizza) tied to a low-cost subscription, Dominoâs can appeal to all user segments, from casual diners to loyal customers, ensuring widespread adoption and satisfaction.
Strategy | Features | Perceived Value | Rationale |
---|---|---|---|
1. Tiered Discounts & Offer Zone | - Discounts based on order value: Orders < âš500: BOGO offers. Orders âš500-âš1000: 5% off or free sides. Orders > âš1000: 10% off or premium desserts. | - âš50-âš150 savings per order. Higher savings for larger orders (~âš250+). | - Encourages users to spend more, increasing AOV. - Creates an Offer Zone , providing visible value across budgets. - Appeals to both budget-conscious and high-spending customers, maximizing order size and perceived benefit. |
2. Bundle Deals & Combo Pricing | - Pre-set combinations with discounts: Meal for Two: âš100 off (Pizza + Side + Drink). Family Combo: 15% off (2 large pizzas + sides + drinks). | - Savings range from âš100-âš300 per combo. Simplified choices reduce effort. | - Bundling increases perceived value by making deals seem more affordable. - Reduces decision fatigue, increasing the likelihood of larger orders. - Ideal for families, groups, and casual users seeking occasional indulgence. |
3. Loyalty Points for Repeat Transactions | - Earn 1 point per âš100 spent. 10 points = âš50 off or free sides. | - âš50-âš200 worth of rewards for loyal users (~âš2,000 spent). | - Incentivizes frequent orders, creating stickiness for core and power users. - Provides flexibility as points can be redeemed for discounts or freebies, ensuring engagement. |
4. Flat Discounts & Cashback Offers | - Flat âš100 off on orders > âš750. 10% cashback for payments via wallets or partnered banks. | - âš100-âš200 savings per transaction. | - Attracts price-sensitive customers by offering visible savings. - Encourages the use of specific payment methods, strengthening partnerships with banks and wallets. |
5. Occasion-Based Discounts | - Time-limited offers: Buy 2 pizzas, get 1 free (e.g., Valentineâs Day). 20% off during lunch hours (12-3 PM). | - âš200-âš300 in savings during promotional periods. | - Drives urgency and spikes in transactions during special occasions or time-limited slots. - Creates excitement, particularly for casual users who order occasionally. |
6. Gamification & Milestone Discounts | - Milestone rewards: Place 3 orders/month, and get âš150 off on the 4th. Spin-the-Wheel: Rewards include discounts or free sides. | - âš150-âš500 in savings from milestone achievements or random rewards. | - Makes ordering engaging and interactive, particularly for tech-savvy users. - Rewards frequent behaviour, increasing order frequency for core and power users. |
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