Pluckk | Onboarding project

Founded in 2021, Pluckk aims to build India’s first digital commerce business to serve the growing demand of lifestyle-oriented fresh produce. The company’s proposition is centered on global food trends ranging from vegan, carb alternatives, gut health, immunity to plant-forward eating to prevent diabetes and mental health. Pluckk aims to be the brand of choice by providing the widest curated range of such lifestyle-oriented fresh produce. In Pluckk they work with farmers through its bespoke win-win program that focuses on farm practices to ensure residue free and traceable produce

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What does this product solve for? Particularly when the market is dominated by the 10 min grocery delivery promise apps. Let's look at some core value proposition that pluckk has to offer:

• Farm to door: This proposition assures the users with freshness of the food items, customers interested in organic vegetables and fruits, safety from adulteration with multiple hands involved in the entire logistics
• India's 1st Ozone wash technology: This is new! while the technology has been used by some branded & packed food companies, Pluckk has been able to promote it well. Ozone washed technology basically kills higher number of germs than your normal washed technology! BUT THE TECHNOLOGY PROPOSITION SELLS

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• Traceable: This is new again! every farm product carries a QR code on the back which can be scanned to see the farm, farmer, date of the produce
• Non GMO certified: Last nail in the coffin. Only HACCP certified online food and vegetable company

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But if you ask my 25 year old younger brother in Bangalore on how did he come to know about Pluckk, this is what he told. But like seriously, look at her 😍

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So in a nutshell, below is the summary of what pluckk actually does:

• It is an online veggie and fruit delivery platform with a promise of quality and hygiene - Farm to door, Non GMO / organic et.
• It also offers cut fruits and veggies targeting the customers with the use case of ready to cook, less effort in paucity of time, saved energy etc.
• its also offers other lifestyle oriented food items like healthy DIY breakfast, lunch kits etc,
• Transparency is the key where the customer will also be able to track the farm where the produce was delivered from

With Kareena kapoor as a brand ambassador, Pluckk is trying to exemplify the claim of high quality farm produce

While Pluckk is an early scaling stage with 100 crs of revenue clocked in last financial year, it has not been able to establish itself as a neighbourhood household brand.

No wonder, only 2 of the 200 GX20 batch have shopped from Pluckk. Friends and Family are there for such difficult times. Hence, i just sent the Pluckk weblink to all my friends and family group only with the below message:

"Hey, just came across this new vegetable /farm delivery app which promises freshness and organic produce. See if its useful to you"

and Ta-daaa 4 folks ended up ordering from Pluckk in last 2 days. After a quick survey and detailed telephonic conversations with these 4 folks and 2 GX fam, there are 3 ICP's established.

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WHO: As a DINK couple, Priyanka and her husband live in Bellandur, Bangalore both working in MNC's with super hectic schedule. Both enjoy their weekends relaxing, watching movies, get togethers and trying new restaurants. While their physical activity is limited during the week, both of them are conscious eaters and focus on high quality food.

For both of them, comfort, convenience and time saved scores far above money. Hence, they wouldn't mind spending more on getting things done / delivered at the door step.

Key influencer for them include: Platform helping them meet their needs without extra time spent, strong suggestions from friends and family, experimenting new things

What: Let's understand What is Priyanka trying to do on Pluckk?

Using pluckk on a friends referral to order fresh veggies on Wednesday evening post work

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WHY: what is the job to be done for Priyanka on Pluckk:

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WHO: Riddhi is a homemaker staying with her husband and kids in Mumbai. kids are adults and busy with their college life. Riddhi also aspires to be a food blogger on Instagram by sharing different recipes and reels of the meals prepared. Loves to cook for her kids and Instagram 😁, try new restaurants every week, have recently started purchasing organic items (influenced by her elder daughter), gets ample time to check youtube videos on new recipes, Netflix shows and social gatherings

Food taste, different cuisines is preferred over nutritious eating. loves experimenting with different ingredients, explores different cooking styles and loves to travel

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Key influencer for them include: Any new platform like Pluckk with promises made on high quality / organic, influenced by a friend in her social circle, blogger on Instagram.

What: Let's understand What is Riddhi trying to do on Pluckk?

Using pluckk on a friends referral to order fresh veggies on Tuesday morning

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​WHY: what is the job to be done for Riddhi on Pluckk:

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WHO: Miloni is a new mom to a 1 year old staying in Mumbai with her husband. Being a mom to an infant, most of her time goes in nursing for the baby - preparing her food, playing, taking her out to mother toddler school etc. She is a fashion designer by profession but on a break currently. in her spare time she enjoys watching movies and korean shows on OTT. She is moderately conscious about her health and fitness and ends up working out twice / thrice a week. She is extremely conscious about her baby's food chart, ingredients used and wants the most healthy meals to be consumed buy the baby

She spends a lot of time on social media - Instagram with mainly pages around babies and hacks for the critical development milestones for babies, fashion trends, food bloggers etc.

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Key influencer for them include: Best quality ingredients (veggies / fruits) for baby's meals, other moms sharing updates on mom groups, social media reels etc.

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What: Let's understand What is Miloni trying to do on Pluckk?

Using pluckk on a friends referral to order fresh veggies on Tuesday evening

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​WHY: what is the job to be done for Miloni on Pluckk:

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While the PDF covers entire customer journey broken down screenwise, here is a typical user flow for Pluckk:

1. User downloads the Pluckk app - 98% of the Pluckk customer avail the services via their App
2. User registers his / her contact details with one time verification triggered via SMS
3. User gives access to the app to use their current location
4. User arrives at the home screen / landing page to check the broad categories of product available
5. User selects any one of the category - say veggies
6. User is shown all options under Veggies available with popular one's appearing at the top of the page
7. User has an option to filter the list with broad filters like leafy, exotics, Gourds, herbs etc.
8. User makes a selection and adds to the cart with the quanitty selected
9. User is shown other relevant products basis the selection made
10. User then fills in a quick 3 field form for delivery address and moves to payment page
11. User check the invoice and proceeds to Pay
12. Post Payment, user is shown the order summary with order no as well as nudge to give referrals
13. On selecting referrals, user is directed to referral page for sharing their referral code

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With that, let's look at the TEARDOWN:

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Onboarding teardown Pluckk (1).pdf

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Before we move into testing the Hypothesis for our activation metrics, let's quickly summarise our learnings till now.

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Core Value proposition of Pluckk:

• Pluckk focuses on high quality Groceries and other lifestyle oriented fresh produce with the following 4 promises:
• Direct Farm to door - Assures freshness, organic and builds quality confidence
• India's 1st Ozone wash technology - Higher nutrition retention + Higher germ removal (FDA approved)
• Traceable - Scan the product and trace the farmland where it was produced
• NO GMO certification - HACCP certified on every order placed

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Who are the user and what is the JTBD?

• ICP 1: DINK couple with high income conscious about eating healthy and right. Will not mind experimenting with the confidence of product claim made or influenced by peers
• ICP 2: 45 year old home maker married with 2 kids staying in Mumbai - treats cooking as her passion. loves experimenting with new dishes, follows cooking channels on social media, highly influences by the social circle
• ICP 3: New mom to an infant living in Tier 1 city and wants the best quality veggies / fruits for her baby's meals

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Onboarding Teardown:

• we looked at the typical user and later detailed analysis of the entire onboarding journey broken down screen wise
• Most recommendation / description on the onboarding stage was toward customer activation, higher chance of referral, higher product density etc.

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Reasoning:

Average order size on D2C per customer is ~8-9 packets - which translate into maximum one week of grocery. There is no major price difference between the veggies sold via Pluckk, any of the Q-commerce companies or for that matter even your neighbourhood bhaiya who gives 2 lemons free with every order. All the order placed on T-day are delivered on T+1 before 12 noon - the product perfectly suits customer looking for right produce over urgency of order.

On the top of above offering, the product also offers discounts on all orders with flat 25% on the first order + another 200 cash back on each referral.

Given the nature of the product which requires the customer to purchase every week (if not bi-weekly), cost competitiveness that Pluckk offers, higher quality of produce, streamlined delivery and distribution and final incentives offered to make the purchase - it is very critical to track the metric:

Activation on Grocery / Fresh farm produce orders in the first 30 days of registration

Failing to the above metric, there will be an immediate need to touch base with the customers to understand the pain point in re-activation.

Metrics to track: Product reviews, user cohorts and registration vs activation rate (acquisition channel wise)

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Reasoning:

Pluckk offers one of the most unique DIY its absolutely fit for its target audience. As an example, let's take ICP 1 - Priyanka and Chirag - DINK couple staying in Bangalore. Apart from buying high quality grocery from Pluckk, the healthy DIY kits also suit their lifestyle. Tasty, economical, saves time, healthy and prepared by chefs. The ICP also have a trait to explore new cuisines and restaurants, experiment with such new online offering. Top of all, Pluckk has recently acquired Kook meals which carry good reviews on their packed food / DIY items. This should definitely as one of the top reasons for customers to try their value add meal packs

Given the product market fit, the need of the user, convenience to access the product with high quality, acquisition of Kook meals - it is important to track this metric as one of the key activation indicators

​Metrics to track: MAU, User cohorts, acquisition channel and retention vs activation rate

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Reasoning:

Being the Grocery delivery industry, repeat users at a set frequency is the most important metric. While Pluckk directly competes with Q-commerce, it also used them as its Partner in distribution. The target audience of Pluckk is different to that of any other platform like Blinkit, Instamart etc. given Pluckk's TG chooses right product over instant delivery.

secondly, Pluckk also offers most exotic fruits, vegetables, some even imported from other countries, convenience of cut fruits which is rarely found on any other platform under one roof.

Pluckk has multiple use cases namely

• High quality fruits and veggies
• Exotic fruits imported from other countries
• Cut fruits for convenience and ease of usage
• DIY meal kits / smoothies for all three meals - Breakfast, Lunch and Dinner

All of these at economical pricing suits multiple customer cohorts. Hence, very critical to track repeat orders from active customers to understand the market share growth in the industry

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​Metrics to track: WAU & MAU, Product reviews, Product density, Referrals sent

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​Reasoning:

Given the nature of the product, referral works wonder in its target audience. The product is not pocket heavy, ensures on par / better quality than competitors and also has limited / zero downside for the person referring (nothing major is going to go wrong). Some USP's of the product also address the social goals of the user which can be leverage for referrals. Word of mouth continues to be the largest user traffic for Pluckk. Apart from WOM, influencers / bloggers play a big role in driving distribution. This also reflect on users comfort on someone recommending. Pluckk also offers an aggressive incentive program as an added hook for the customers

hence, tracking referrals becomes critical lever to understand activations

​Metrics to track: Product review, Referral page landing rate, Customer feedback, Activation frequency

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Product density is the key to improve customer retention as well as ARR for the company. Higher product density also signifies the increasing trust and attachment that the customer is placing on Pluckk. Current product density per customer at pluckk is ~5-6 for a 3 month active customer. Driving this density at 10 or more, will tell us the customer retention probability, chances of referral, probability of customers consuming other value added services. Considering an avg packet ticket size of INR 60/-, a total order value of ~600/- should not be pocket heavy for its target audience.

Hence, higher product density showcasing higher retention, referral, positive WOM, higher LTV

​Metrics to track: Avg order value, Referral rate, Product reviews and customer activity

Thank you :)

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