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Swiggy?

What is Swiggy?

Swiggy is a food ordering and delivery platform. Founded in July 2014, Swiggy is based in Bangalore and operates in 500 Indian cities as of September 2021. Swiggy was founded by BITS Pilani graduates Nandan Reddy and Sriharsha Majety, who had the brilliant idea of changing the way India eats through hyperlocal food delivery.

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What was the gap?

They saw an untapped gap between food ordering and delivery in India and decided to make an indelible mark there. Swiggy's business model is based on bridging that very gap. As revolutionary as this idea was, they wanted to keep it simple for users, so the idea of Swiggy, an app that makes food available with a single tap, was born. 

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Swiggy is the apex of Bundl Technologies, the previous venture of these two geniuses. It's been quite a journey from an abstract idea to over 5 lakh mobile app installations for Swiggy. 

Now that we had discussed what is swiggy and when and by whom it was founded, let's move to the next part of the story. Let us dive deep into how swiggy works. 

Let us dwell deep into Swiggy's business model to understand better what is swiggy and what model it is made to function.

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But, Who uses Swiggy?​

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What are their (ICPS's) Digital Behaviour and Preferences:

The Urban Professionals

• Social: LinkedIn, Twitter, Facebook, Instagram, WhatsApp
• OTT: Netflix, Amazon Prime Video, Disney+ Hotstar, YouTube Premium
• Fintech: Google Pay, Paytm, Zerodha, CRED
• Shopping: Amazon, Flipkart, Myntra
• Groceries: Zepto, Blinkit, Country Delight,
• Health: Practo, Cure.fit, MyFitnessPal
• Productivity: Microsoft Office 365, Google Workspace, Slack, Asana, Jira

The College Students

• Social: Instagram, WhatsApp, Snapchat, Facebook, Twitter
• OTT: Netflix, Amazon Prime Video, Spotify
• Fintech: Google Pay, Paytm, PhonePe
• Shopping: Amazon, Flipkart, Myntra
• Groceries: Blinkit, Zepto
• Health: Cure.fit, Headspace, GameTheory
• Productivity: Google Workspace, Microsoft Office 365

Whats Swiggy 's ICP's data trends?

The Urban Professionals

What made them sign up for the product?​

• • Ease of Use: The seamless interface of Swiggy that allows for quick browsing and ordering was a major draw.
  • Delivery Speed: Testimonials and promotions highlighting fast delivery times attracted them, as they often have limited time for meals.
  • Corporate Discounts/Partnerships: Offers linked to their workplace or professional status may have been an initial incentive.

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What are they hiring the product for?

• • Meal Planning: They use Swiggy to plan meals throughout the week, scheduling orders in advance to align with their work schedules.
  • Impromptu Gatherings: Ordering in for sudden social gatherings or meetings at home or the office.
  • Diverse Dietary Needs: Catering to specific health or dietary preferences without the hassle of cooking.

What was the outcome they wanted?

• • Reliability and Predictability: They expect their food to arrive on time and in good condition, reflecting their planning.
  • Quality Assurance: Meals that meet a certain quality standard, ensuring that spending is justified by the food and service quality.
  • Customization Options: Ability to customize orders to suit dietary restrictions or preferences accurately.

The College Students

What made them sign up for the product?

• • Student Deals and Discounts: Targeted promotions that make meals affordable on a student budget.
  • Peer Recommendations: Influenced by friends or campus trends, seeing frequent use around them.
  • Convenience for Group Orders: Features that simplify splitting bills or ordering as a group for social events.

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What are they hiring the product for?

• Social Eating: Engaging in communal dining experiences with friends, often tied to events or study sessions.
• Late-Night Meals: Access to food during late hours when other services or campus cafeterias might not be available.
• Exploring Cuisines: Trying out different cuisines as a way of experiencing something new without traveling far from campus.

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What was the outcome they wanted?

• Economical Solutions: Maximizing their meal options within a limited budget.​
• Satisfaction and Variety: Ensuring they are not just fed, but delighted with diverse food choices that break the monotony of campus food.

The Jobs To Be Done and Validation

Onboarding Teardown

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Swiggy_ Onboarding_Suditi.pdf

Activation Metrics:​

Metrics Tracking_Activation:

1) Sign-Up Conversion Rate:

• Definition: The percentage of users who complete the sign-up process after downloading the app.
• Example: If 1,000 users download the app and 800 complete the sign-up process, the sign-up conversion rate is 80%.
• Importance: High conversion rates indicate an easy and engaging sign-up process.

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2) First Order Conversion Rate:

• Definition: The percentage of users who place their first order within a certain period after signing up.
• Example: If 600 users complete onboarding and 300 place their first order within a week, the first order conversion rate is 50%.
• Importance: Indicates how well the app converts new users into paying customers.

3) Time to First Order:

• Definition: The average time it takes for a new user to place their first order after signing up.
• Example: If new users take an average of 24 hours to place their first order, it shows they quickly find value in our app.
• Importance: Shorter times highlight an intuitive and engaging user experience.

4) Cart Drop-Off Rate:

• Definition: The percentage of users who add items to their cart but do not complete the purchase.
• Example: If 400 users add items to their cart but 100 do not complete the purchase, the drop-off rate is 25%.
• Importance: Lower drop-off rates indicate a seamless and efficient checkout process.

5) Repeat Order Rate:

• Definition: The percentage of users who place a second order within a specific time frame after their first order.
• Example: If 300 users place a first order and 150 place a second order within a week, the repeat order rate is 50%.
• Importance: High rates suggest strong user satisfaction and loyalty.

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6) Average Order Value (AOV):

Definition: The average amount spent by users per order.

Example: If the total revenue from 300 orders is 90,000, the AOV is 300.

Importance: Higher AOV indicates that users are finding valuable and appealing options on our platform.

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7) Different Restaurant Menus in First 3 Days:

• Definition: The number of new users who check out at least five different restaurant menus within the first three days of signing up.
• Example: Swiggy uses machine learning to recommend restaurants based on the user’s location and browsing habits. By tracking how many new users access multiple restaurant menus, Swiggy can assess the effectiveness of their recommendation algorithms and menu diversity.
• Importance: High interaction with various menus indicates that users are exploring the app and finding a diverse range of options, which can lead to higher satisfaction and retention.

8) Subscribe to Swiggy Super within the First Month:

• Definition: The percentage of new users who subscribe to Swiggy Super within their first month of using the app.
• Example: New users receive a prompt about Swiggy Super benefits after their first few orders, with a special trial offer. Monitoring how many users subscribe within the first month helps Swiggy understand the perceived value of their subscription service.
• Importance: A high subscription rate to Swiggy Super indicates that users recognize and appreciate the added value of the service, leading to increased customer loyalty and recurring revenue.

Metrics Tracking_Retention:

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