Refer to the project brief and the additional resources before you begin this project!
(Go through them at least 3 times or till the time you don’t have a mind map in your brain)

Let’s begin

It's time to kickstart the project by taking a crack at building your Elevator pitch.

(Think of this as an introduction to your product- make it remarkable!)

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Elevator Pitch

(Go and speak to different users of the product and the people in the chain: households buying the product, shopkeepers selling the product, churned users, and users using competitor's products. In the case of B2B products identify the decision makers, the influencer, the blocker, and the end-user)

Understanding your ICP

(There are separate tables for both B2C and B2B products, put down your your ICP’s in a Table Format, use this as a reference.
This table makes it super clear for anyone to understand who your users are and what differentiates them)

B2B Table:

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We have multiple users of a product and not all of them can be our ICP for whom we make our strategies, we need to prioritize.
(use this ICP prioritization table)

In our B2B food industry,
Decision makers are usually Admin and Facility heads or CHROs

Enablers and Influencers are Admin executives, HRs and Employees from food committee

Blockers are procurement teams

Among all the ICPs, i would like to prioritize as follows
1. ICP 2 - This has high adoption curve, they fit into our offerings directly as they have intent to transform the cafeteria food and have immediate adoption and use our service for more than 2 times a day. The TAM for this category of companies are quite huge compared to other company types.

2. ICP 1 - This ICP is good for us as they have very high appetite to pay and high distribution potential. Once proven to be helpful the admin works alongside/ co-create new experiences for their employees and further recommends SmartQ to other admins whom they know.
3. ICP 3 - We can prioritize this as 3rd in the list as they might be delicate clients to handle and usually volatile due to pricing.

(Before you begin, you need to know what your product is, what are its features, what is the problem being solved by your product?)​

​Understanding Core Value Proposition

(Build your core value proposition by exact what your product does and what problem are you solving)

For Admins who want to transform cafeteria experience and bring exceptional food service at office, SmartQ's end to end cafeteria management is the one stop solution, that provides food partner aggregation, Menu engineering, Tech enabled ordering, engaging food experiences, dedicated cafeteria operations team and rigorous hygiene and compliance management.

(Let's begin by doing a basic competitor analysis)

(Then let's try to understand the market at a macro level and evaluate the trends and tailwinds/headwinds.)

Now it’s time for some math, calculate the size of your market.

TAM = Total no. of potential customers x Average Revenue Per Customer (ARPU)
SAM = TAM x Target Market Segment (percentage of the total market)
SOM = SAM x Market Penetration/Share

TAM = Total no of potential clients * Commission revenue per client per year
TAM = 9185 * 50,00,000/-

TAM = Rs 45 Billion/ year

SAM = TAM * Target Market segment (%)
SAM= Rs. 45 Billion * 12.3%
SAM= Rs. 5.53 Billion/ year

SOM= SAM* Market penetration/share (SmartQ penetration)
SOM= Rs.5.53 Billion * 25%
SOM= Rs.1.382 Billion/ year

Designing Acquisition Channel

(keep in mind the stage of your company before choosing your channels for acquisition.)

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I would like to choose in the following order
1. Conference
2. Content loops
3. Referral program

4. Organic as the last option as the TG/ ICP don't usually search for services we render but take it from reference from others in the admin/ facilities community.

Paid i would not choose as our current TG is not available on Social channels easily.

Organic Channel

(Understand the existing organic channel strategy for your product and highlight the success and failure thereon.
Provide your suggestions and devise new strategies.)

Step 1 → Conduct keyword research on Google, Amazon, Youtube, Quora etc.
Step 2 → Collate all your insights from all your searches.

SmartQ's Domain Authority (DA): Low

1. • Current DA: 25
   • Target DA: 50-60+
   • A higher DA is essential for better search rankings but currently website SEO was not in focus so DA has taken a hit. We will have to focus on making this better
   • 

I would like to see this case with Why, WHat and How framework

A. Why is it not focused/ DA is less: Current Organic Strategy

1. Website as the Primary Channel only for Trust enabling and acquiring leads from trusted sources:
2. • SmartQ's organic traffic mainly comes from users who directly search for “SmartQ” or land on the website through email marketing campaigns.
3. Admin Search Behavior:
4. • Admins rarely search on Google for solutions like what we offer. Instead, they rely on:
   • • Community-based learning (peer recommendations).
     • Research reports shared within their network.
     • Face-to-face meetings and discussions.
5. Lead Generation from the Website:
6. • Website is currently a landing page for Email campaigns and other programs done through Conferences and events. So people who already know SmartQ they directly search with the keyword SmartQ and give a lead in the contact form, we get
   • • 15 client leads/ month
     • 45 partner leads/month

B. What can we do? : Opportunities

1. Limited Visibility in Generic Searches, Time to make SmartQ rank higher in selective terms which still Admin search for :
2. • SmartQ is not optimized for keywords like “corporate catering,” “cafeteria management,” or “F&B solutions.”
   • 
3. Lack of Content Tailored to Admins' Learning Preferences:
4. • Admins do not rely on Google search based education but they trust research reports, industry insights, and peer-shared knowledge.
   • SmartQ can offer these reports, insights through SmartQ website may be through blogs or news sections.

C. How can we Improve? : New Organic Reach strategy

1. Content Strategy – Blog & Research Reports: (Intent to rank higher in Search engine and increase DA)
2. • Publish blogs focused on relevant industry topics like: This can have keywords the admins are still searching in lesser quantity
   • • “How to Optimize Employee Cafeteria Operations”
     • “Top 10 Catering Trends for Corporate Spaces”
     • “SmartQ’s Impact on Employee Satisfaction & Productivity”
   • Create industry research reports (quarterly or bi-annually) that admins can reference:
   • • E.g., “The Future of Corporate Dining – Trends & Insights 2025”
     • Make these reports downloadable (lead capture opportunity).
   • Develop case studies showcasing successful client implementations.
3. Backlinking & Guest Posting Strategy: (This can be from Conference and Events organizers and people from Admin community to gain higher reach in admin's mind space)
4. • Increase backlinks by:
   • • Writing guest articles for industry publications.
     • Partnering with HR and facility management blogs.
     • Getting mentioned in F&B industry news sites.
   • This will improve domain authority and drive organic search rankings.
5. SEO Optimization for Generic Search Queries:
6. • Focus on high-volume, relevant keywords, such as:
   • • “Best corporate catering companies in India”
     • “Cafeteria food management for offices”
   • Optimize meta descriptions, headings, and image alt texts.

Here are few suggestions which was taken from MOZ

Content Loop

(Keep it simple and get the basics right)

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Step 1 → Nail down your content creator, content distributor and your channel of distribution
Step 2 → Decide which type of loop you want to build out.
Step 3 → Create a simple flow diagram to represent the content loop.

A brief about Audience:

From our initial research on our Ideal Customer Profile (ICP), we’ve seen that admins spend most of their time in conferences, community discussions, reading research reports, or having face-to-face meetings with different companies and service providers. This is where their focus is.

What really grabs their attention are stats, facts, and research reports that show how they can improve their facilities. Whenever they come across real insights about what other companies are doing, there’s a fear of missing out—they want that data, they want to understand it, and they want to apply it to their own setup.

This tells us that if we want to engage admins, we need to give them compelling research, industry comparisons, and actionable insights—something they can actually use to stay ahead. So i am creating a content loop on same strategy

Monthly Newsletter with market insights and peer insights

Since we know our audience, a monthly newsletter with reports, case studies, and market insights—especially from peers—would be highly effective. Admins take insights more seriously when they come from other admins.

The newsletter will have three simple sections:

1. What’s new in the market? – Trends in cafeterias, employee behavior, back-to-work updates.
2. What are your peers saying? – Insights from admins in different organizations.
3. Want to share something? – A space for admins to contribute their own learnings for specific questions from the market/ other admins

To make it engaging, we’ll feature contributors by name, positioning them as transformational leaders in their field. The newsletter will also include a quick link for admins to submit insights, which will be added to the next edition—giving them recognition and validation within their network.

This creates a content loop where admins consume, contribute, and engage every month, making it a valuable and trusted resource.

Flowchart of the loop

Here is a simple flowchart of how we can do Newsletter content loop

(For B2B companies, if referral does not make sense you'll take a crack at a partner program for your product)

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Step 1 → Flesh out the referral/partner program
Step 2 → Draw raw frames on a piece of paper to get the gist.​

(Don't spend a lot of time on design. This is for you to communicate how the referral hook will look)​

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SmartQ Referral Program for Admins – Turning Satisfaction into Rewards

We know that admins are most likely to refer SmartQ when they are genuinely happy with the service. Also when their self motives are achieved. There are two key mmoments of happiness:

1. Zero Escalations – A period (10, 20, or 30 days) with no complaints from employees.
2. High Satisfaction Scores – Consistently 4.5+ ratings in employee feedback over a set period.

Admins can track these positive streaks in their Admin dashboard provided by SmartQ and share them with their peers and leadership. For management, this serves as recognition of a well-managed cafeteria, and for other admins, it’s proof that SmartQ is delivering real impact.

How the Referral Program Works

When an admin refers SmartQ to another company, both earn rewards:

• The referred company gets a one-week free trial of SmartQ services.
• The referring admin unlocks bigger perks with each referral:

Referral Rewards for Admins

🌟 1st Referral → A free food festival for their office, fully sponsored by SmartQ. Here we are focusing on Access

🌟 2nd to 4th Referrals → Everything above + Complimentary menu for 2 days and free dessert & chaat stalls for 2 days in the month. - Here we are focusing on Money + Access

🌟 5th Referral → A special invite to become a panelist at the Transformational Leaders Conference, positioning them as an industry expert + Everything above - Here we are focusing on Money + Access + Dopamine hit

🌟 6th Referral → All the above perks + an official award & recognition as a Transformational Leader, featured across SmartQ’s social media and industry networks - Here we are focusing on Money + Access

This program not only celebrates admins for creating a great cafeteria experience but also helps them gain recognition, rewards, and leadership visibility within their industry.