Digestive health issues in India are like a Bengaluru traffic jam: everyone's stuck in it, but no one knows how to avoid or fix it.

Founded in 2022, The Good Bug offers a range of gut health and wellness products that help individuals reverse the adverse effects of poor dietary and lifestyle habits. They offer these formulas across Women's health, Digestive health, Core health and Kid's Health categories. They have raised a Series A funding of $3.5 Million.

• Digestive Struggles - Gut issues can be overwhelming, disrupting daily life with chronic bloating, pain, discomfort, and emotional distress, impacting mental wellbeing and overall quality of life.
  
• Probiotic Confusion - Choosing effective probiotics is daunting due to unclear labeling, conflicting information, and numerous strains, making informed decisions difficult for optimal gut health.
  
• Lack of Personalization - Generic advice fails to address unique gut profiles, dietary needs, and health goals, hindering progress toward transformative wellness.
  
• Ineffective Solutions - Unresearched products waste time and money, delaying optimal gut health and potentially exacerbating underlying issues.
  
• Misinformation Overload - Separating fact from fiction in gut health is challenging, with contradictory advice and pseudoscience obscuring the path to informed decisions.

• Expert Probiotics - Our research-driven formulas target specific gut concerns, ensuring efficacy, safety, and potency, backed by clinical trials and scientific expertise.
  
• Personalized Support - Tailored guidance addresses individual needs, health goals, and gut profiles, empowering users to achieve optimal wellness and digestive harmony.
  
• Advanced Testing - Identifying root causes enables precise solutions, efficient progress, and targeted interventions for transformative gut health.
  
• Evidence-Based Formulations - Continuous research ensures optimal potency, incorporating cutting-edge science, and expert insights for uncompromising quality.
  
• Transparent Labeling - Clear ingredient disclosure builds trust, guaranteeing purity, potency, and safety, for informed decisions and peace of mind.
  

Social: Instagram, WhatsApp, YouTube, Reddit, SnapChat, LinkedIn, Facebook & X

Groceries: Blinkit, Swiggy, Zepto, Amazon Fresh, Big Basket

Shopping: Amazon, Myntra, Ajio, Flipkart, Nykaa, H&M, Instagram Stores

Fitness: Cultfit, Gold's Gym, Fitpass

Health: HealthifyMe, Curefit, Ultrahuman, Orange Labs, Healthcart

OTT: Netflix, Prime, Hotstar, Jio Cenima, Sony Liv

Fintech: Gpay, PayTm, PhonePe, Cred, Splitwise, Jupiter, Groww, Slice, Fi

Productivity: Notion, Slack, Zoom, Medium

Fitness 🏋🏽

Our potential customers are big into fitness - be it gym or a sport, they like to break a sweat for their fitness goals. They invest a significant portion of their time and money in maintaining a healthy lifestyle.

They hold gym memberships, invest in good workout clothes and gears. They enroll in fitness classes like yoga, Zumba, Pilates, and CrossFit and may even hire trainers. They use fitness apps to track their progress and find workout inspiration and prioritize regular health check-ups and preventive health measures. They work hard towards goals and make conscious lifestyle choices to achieve it.

Wellness Supplements 🧘🏼‍♀️💊

Our potential customers prioritize their overall well-being and are open to incorporating wellness supplements into their daily routine. They often purchase vitamins, minerals, protein powders, and other health supplements. They are interested in natural and organic products that promote physical and mental health.

Food and Groceries 🥬🍽️

Our potential customers are mindful of their dietary needs and often opt for healthy and organic food options whenever they can. They frequently shop at grocery stores, farmers' markets, and online grocery platforms. They are willing to invest in high-quality, fresh produce, and specialty food items. However, they might miss it if they are working busy work schedules and often order-in.

Entertainment 📺

Our potential customers enjoy a variety of entertainment options. They frequently attend movies, concerts, and theater performances. They also subscribe to streaming services like Netflix and Amazon Prime Video. Additionally, they invest in gaming consoles, board games, and other leisure activities.

Commute 🛣️

Our potential travel ofen to their work/colleges/schools and some spend significant time and money on transportation. Staying in teir 1 & 2 cities, they use a combination of public transport, private vehicles, and ride-sharing services. To alleviate the stress of commuting, they often invest in wellness practices like listening to audiobooks, podcasts, music or spend time on OTT & social media.
Additionally, they may use this time to catch up on work or personal tasks.

Miscellaneous 💳

Our potential customers have diverse interests and hobbies. They may spend money on books, stationery, art supplies, or musical instruments. They also invest in travel, experiences, and personal development courses.

Customer's Influence for discovering and exploring TGB

Customer's Influence for completing a purchase form TGB

(based on prioritisation)

ICP 1 : The Working Professional

Meet Riya, a 21-year-old working professional living in a bustling Tier 1 city. With a yearly salary of ₹15 lakhs, Riya is ambitious and driven, navigating the challenges of a hectic work schedule. As an unmarried individual, she often finds herself juggling late-night meetings and demanding deadlines, which have led to some lifestyle-related digestive issues. Riya struggles to maintain consistent sleep schedules and meal timings, frequently resorting to ordering food from outside due to her busy lifestyle. Although she tries to hit the gym occasionally and takes vitamin supplements, she often feels overwhelmed by her responsibilities. Additionally, her daily smoking habit and long hours at a desk job have contributed to fatigue and other health concerns.Riya is selective with her spending and values discounts, always on the lookout for deals that can help her manage her finances better. She seeks convenient solutions that can seamlessly fit into her fast-paced life, making The Good Bug’s range of probiotics an appealing option for addressing her digestive health concerns without adding more stress to her routine.

ICP 2 : The Gym Bro

Introducing Karan, a 28-year-old fitness enthusiast who embodies the mantra "you are what you eat." Earning ₹21 lakhs annually, Karan is unmarried and dedicates much of his time to maintaining a balanced lifestyle. He spends five days a week at the gym and is deeply invested in his health and wellness journey. Karan is well-informed about dietary supplements; he actively researches various products through platforms like Instagram, Reddit, and YouTube to ensure he makes informed choices.With a keen interest in staying up-to-date with the latest health trends, Karan is willing to invest in high-quality supplements that support his fitness goals. He occasionally drinks alcohol or smokes but keeps these habits in check. Karan spends his money wisely on food, clothing, and gadgets quarterly, always looking for products that enhance his performance and recovery. The Good Bug’s scientifically-backed probiotics align perfectly with Karan’s commitment to health, making it an attractive addition to his supplement regimen.

ICP 3 : The College Student

Meet Aarav, a vibrant 20-year-old college student who thrives on the energy of campus life. Balancing his studies with internships and freelance gigs, he earns extra income while also receiving an allowance from his parents. Aarav loves to immerse himself in the social scene, frequently attending parties, concerts, and trendy cafes to sample the latest culinary delights. He enjoys hanging out with friends and meeting new people, always eager to share experiences that keep him connected to the pulse of Gen Z culture. Staying fashionable is important to him; he shops regularly to keep up with the latest trends, aiming to be the coolest among his peers.Fitness is also a priority for Aarav as he is an active member of his college basketball team and participates in various fitness activities. However, he drinks alcohol and smokes frequently while also spending time playing video games. He understands the importance of maintaining a healthy lifestyle but often finds it challenging to balance indulgent outings with his fitness goals. With a keen interest in wellness, Aarav is open to exploring supplements that can support his active lifestyle without compromising his social life. The Good Bug’s probiotics could be an appealing option for him, providing a convenient way to enhance his gut health while enjoying all the delicious food and experiences that come with being a young adult.

ICP 4 : The Homemaker

Meet Neha, a 35-year-old homemaker residing in a Tier 2 city with her husband and their six-year-old child. Together, their family income ranges between ₹25 to ₹30 lakhs annually. Neha manages a household of five, balancing chores and family care while often neglecting her own health in the process. Despite her busy schedule, she tries to be conscious about her family's diet and lifestyle but frequently finds herself exhausted from managing daily responsibilities.Neha spends time on social media platforms like WhatsApp, YouTube, Facebook, and Instagram, seeking advice on healthy living and family nutrition. While she enjoys evening walks when she can find the time, she is price-conscious about spending on health products. Neha typically shops for clothes and accessories seasonally or for special occasions. Importantly, she looks for health solutions not just for herself but also for her family members who may be experiencing digestive issues. With The Good Bug’s affordable yet effective probiotic solutions designed for families, Neha can prioritize both her health and that of her loved ones without compromising on budget or convenience. This revised profile reflects Neha's dual focus on her own well-being and that of her family, highlighting the importance of family-oriented health solutions in her purchasing decisions.

ICP 5 : The Health-Conscious Parent

Let’s introduce Priya, a 30-year-old working mother living in a Tier 1 city with an annual family income of over ₹25 lakhs. Priya balances her career with raising two young children while being highly invested in their health and well-being. She believes that good nutrition is essential for growing kids and often researches dietary options that can support their development.

Priya drinks socially very rarely and has quit smoking but still feels the pressure of balancing personal health with family needs. She actively seeks reliable products that can benefit both herself and her children while being conscious of budget constraints. With limited time due to work commitments and family activities, Priya appreciates brands that offer convenience alongside quality. The Good Bug’s probiotics cater perfectly to her priorities as they provide effective solutions for both adult and children's gut health.

ICP 6 : The Old Dads

Introducing Rajesh, a 42-year-old husband who has spent the last 18 years in a demanding 9-to-5 job that has taken a toll on his health over time. Living in a Tier 2 city with an income of ₹20 lakhs per year, Rajesh has developed chronic digestive issues over the past six years due to prolonged desk work and lack of physical activity. He suffers from symptoms such as burping, farting, acid reflux, constipation, and has been diagnosed with chronic IBS.Rajesh does not drink alcohol or smoke but enjoys hanging out with friends occasionally for tea and snacks.
His two children are concerned about his health and often help him make purchasing decisions regarding dietary choices as they want him to be more conscious about what he eats. Spending most of his leisure time watching TV or browsing WhatsApp and YouTube for information on health tips has made him realize he needs effective solutions for managing his digestive issues better. The Good Bug’s targeted probiotics could provide Rajesh with relief from his chronic symptoms while supporting overall gut health. These profiles now reflect each persona's unique characteristics along with their specific concerns related to digestive health based on their lifestyles.

Total Addressable Market (TAM)

To estimate the highest ceiling of the market, we're starting with India's total population, narrowing it down to Tier 1 and Tier 2 cities, and focusing on individuals aged 5 to 50.

Serviceable Addressable Market (SAM)

This is the realistically market that TGB can target from the TAM.

We are now considering the population that suffer from mild to chronic digestive issues on frequent basis. This will be about 50% of the target population we calculated earlier.
Individuals with Annual Income Over 6 Lakhs: 4-5 Crore (as per the given data)

Serviceable Obtainable Market (SOM)

Let's focus on the obtainable portion of the serviceable population that TGB can realistically capture.
We will do this by looking at the market competition and saturation to address the market share we will be able to capture. We will also consider the growth TGB has achieved in the two years that it has been in the industry.

Assuming our potential customer spends about ₹10,000 a year on wellness suppliments -

✅ PMF achieved

🚀 Now moving upwards & onwards towards Early Scaling

• Founded in October 2022, the startup has already served over 6 Lakh customers for their better gut health and core wellbeing - https://www.instagram.com/reel/DBQB7CYonBD/ (fast growth)
  
• TGB has a customer return rate of 40-45% (high retention in early stage)

• TGB customers choose to buy products from the website over marketplaces and 3rd party stores (strong trust in the brand and platform)

• The Goodbug has gained 130K followers on Instagram (trust to buy from the brand)

• Here's what the TGB customers are taking about the products (WOM)

• TGB Aims to scale up towards generating revenues to the tune of INR 500 Cr to INR 600 Cr in the next 4-5 years.
• The company will remain focussed on deepening its market presence and expanding its product lineup in the short to medium term
• In the long run, The Good Bug plans to expand beyond India and explore more geographies.
• TGB plans to capture more market share and strengthen its industry positioning amongst the competitors.

• Scaling at this stage is an important parameter for 'TGB'.
• Considering our priorities we will look into Search, Paid Ads, Referral and Coupon integrations.
• Getting agressive on lead generation is also important for TGB considering the cost and effort put into each channel.
• Now we will look into the insights from our user-calling.

To analyze the journey of discovering "The Good Bug" considering the Ideal Customer Profiles (ICPs) you provided, we will focus on the potential channels and how they can effectively reach these customers. Lets take the top 3 ICPs and how they spend time online -

ICP 1

• Content Consumption: Consumes a lot of content from OTT platforms.
• Buying Influences: Decisions influenced by surroundings (referees).
• Financial Tools: Uses credit cards, investment, savings, and UPI apps.
• Budget Constraint: Limited budget for spending.

ICP 2

• Content Consumption: Consumes a lot of content from Instagram.
• Influence: Good influence among friends and peers (referrer).
• Role in Content Loop: Can be a distributor of the content loop.
• Shopping Behavior: Spends significant time on other shopping websites.

ICP 3

• Content Consumption: Engages with health and wellness blogs and articles.
• Research-Oriented: Prefers to research products thoroughly before purchasing.
• Social Media Usage: Active on platforms like Facebook and Twitter for recommendations.
• Health Consciousness: Prioritizes health and wellness in lifestyle choices.

🟢 Possible Channels for Reaching ICPs

1. OTT Ads: Targeting users who consume content on streaming platforms.
2. Paid Channels: Engaging users who are active on social media and video platforms.
3. Content Loop: Creating engaging content that encourages sharing and interaction.
4. Referral Program: Incentivising existing customers to refer new customers.
5. Integrations on Savings & UPI Apps: Collaborating with financial apps to reach budget-conscious consumers.
6. Organic Search: Ensuring visibility through SEO strategies targeting health-related keywords.

Based on the ICPs, the most reachable channels are:

• Organic Search (Google): Captures users who conduct research before making purchasing decisions.
• Paid Ads (Instagram): Directly targets users who spend time on social media.
• Referral Program: Leverages existing customers’ networks to drive new customer acquisition.
• Coupon Integrations: Attracts budget-conscious consumers by offering discounts through financial apps.

We begin by doing an onpage SEO audit to analyse the opportunities to rank our website higher by improving on the website health.

🚨 Lets do a quick Lighthouse checkup

👷🏼 Here are some website issues that need fixing -

These components and issues directly and indirectly affect the website performance, rank and visibility - leading to a subpar and compromised performance.

Now, onto the Kewwords Landscape 👀

When we look at the Organic Search Position for TGB, it is mainly ranking just for the brand keywords and product pages - 60% of which do not therefore have high competition.

Now lets look at some of the high and low competition keywords popular in the industry. These are the most searched keywords, mostly by potential customers, looking for a probiotic and searching on Google.

1. The above meta data will be fixed as an immediate priority.
2. Topical Authority will need to be built around category keyword clustors
3. TGB product pages need to be optimised for better category visibility.
4. Informative blogs and awareness content should be added to get advantage on the low competition informative-intent keywords.
5. Popular searches to be covered via blogs and maybe publishing look at launching more youtube content - then linking and embedding it on our webiste, that can get more visibility on searches.

While researching, there only two schemas were found to have been submitted -

🟡 While having basic schema for your website is good, having organised schemas for Categories, Products , FAQ is a great way to get more visibility via structured snippets on the search.

🛍️ Marketetplaces - For all marketplaces - like Amazon, prioritising from the most impactful to least - TGB will have to start optimising listings as a lot of people are buying from them and TGB is not even getting any viibility in the category Keywords or Search terms.

🧠 The Gut-Brain Connection

Did you know that your gut and brain are intricately connected? This connection, often referred to as the gut-brain axis, plays a crucial role in your overall health and well-being.

The Good Bug's probiotic supplements can help support a healthy gut microbiome, contributing to improved mental health. TGB hope to take part in the Mental health movement powered by The Rocket Health and empower users to take control of their well-being.

What Rocket Health Users get -

• Gut Health supplements, microbiome test and TGB goodies at exclusive discounted price.
• Get a free Gut Health Consultation from Experts.
• Holistic well being

How Rocket Health Benefits -

• The platform is offering its users more benefits - this could be a pull for the platform as well as users would want to choose platforms with most benefits. They can now provide holistic wellbeing solutions.
  

How TGB benefits -

• New user discovery point.
• Give an edge to user to go for TGB supplements over other brands - more benefits, more bias.
  

1. Existing Users & New Users (when they sign up) get a notification in their inbox on the platform or in app about a "gift from the gut".
2. They receive a gift box which when tapped on - opens 3 strach cards from TGB
   - For TGB Suppliments at 25% off
   - Gut Microbiome Test at 15% off
   - Free Gut consultation with an Expert.
3. Offer is valid for the nest 6 months.

That was my gut feeling for this product ☺️

P.s. always remember,

Digestive health issues are like an unhealthy relationship: you feel stuck & you think it's okay to feel this way when its not. Sadly, you didn't know better then, but GoodBug is here now to it for you.

Be friendly to your gut..

Why will a customer refer TGB to others?

📢 The brag-worthy points

• When a customers feels relieved of their symptoms and begin to feel a difference .
• A science-backed gut wellness that actually works.
• When a user is able to achieve their personal health goals with the help of TGB products.
• A good pricing to value alignment and ROI on their health.
• vegans and lactose intolerant people can also use these probiotics.

🗣️ Insights from User Research

One thing users like about the brand

🫂 Why will people refer?

Similar to how a strong word-of-mouth (WOM) strategy can drive growth, a referral program can amplify this effect. Given that a significant portion of The Good Bug's customer base is already acquiring customers through non-incentivised referrals, a formalized program can incentivize and optimize this behavior.

tracking referal is on the same page but the website ahs no way of accessing this page without the mails.

📈 New Reward Structure for The Good Bug's Referral Program

To incentivize both referrers and referees, we can introduce a "Gut Health Points" system. These points can be earned and redeemed for various rewards.

For the Referrer:

• Initial Referral Bonus: Award a fixed number of points for the first referral
• Tiered Rewards: Implement a tiered reward system, offering increased benefits for more referrals.
• Exclusive Perks: Provide early access to new products, exclusive discounts, or personalized health consultations.

For the Referee:

• Welcome Bonus: Offer a discount on their first purchase or a free product sample.
• Loyalty Points: Reward referees with points for every purchase, which they can redeem for discounts or free products.
• Personalized Recommendations: Use referral data to provide tailored product recommendations.

All of this could be clubbed with a loyality program by the brand.

Example Referral Program

Refer a Friend, Reap the Rewards:

• Referrer:
• • Earn 100 Gut Health Points for your first referral.
  • Earn 200 Gut Health Points for every subsequent referral.
  • Redeem points for:
  • • Free products
    • Exclusive discounts
    • Personalized health consultations
      
• Referee:
• • Get a 10% discount on your first purchase.
  • Earn 50 Gut Health Points for your first purchase.
  • Accumulate points to redeem for future discounts and rewards.

By implementing such a referral program, The Good Bug can foster a loyal customer base, increase brand awareness, and drive sustainable growth.

Webiste Placements

• Place a referal page and link it in a section the user profile section.
  (unable to login in TGB website so cannot visualise it)
• Place a referal banner at the end of blogs and news on the website.
• Include a referral call-to-action on order confirmation pages.
• Send personalized email reminders after successful purchases.
• Display referral banners or pop-ups on the order delivery confirmation page.
• Make it a simple and easy user journey for the customers.

Post Order Placements

• WhatsApp is a popular platform for personal communication, making it an ideal channel to share referral links with friends and family. Personalized messages can increase trust and encourage referrals.
• Similarly, Instagram can be a powerful platform to share single-tap referral links, especially when paired with visually appealing content.
• By creating personalized referral links with the referrer's name, we can further enhance the trust factor and make the referral process more engaging.

A dedicated referral dashboard can provide referrers with a clear overview of their progress. This dashboard should display:

• Earned Points: A clear visualisation of the points earned so far.
• Referral Link: A unique link to share with friends and family.
• Referral Activity: A breakdown of successful referrals and pending rewards.
• Reward Redemption Options: Information on how to redeem points for discounts, free products, or other incentives.

By providing a transparent and engaging dashboard, The Good Bug can motivate referrers to continue sharing their referral link and encouraging others to make purchases.

To increase the average referrals per person for The Good Bug, consider implementing a tiered reward system:

Tiered Referral Program:

• Tier 1: Gut Health Advocate
• • Reward: 10% discount on the next purchase for every 5 successful referrals.
• Tier 2: Gut Health Champion
• • Reward: A free product or a complimentary consultation with a nutritionist for every 10 successful referrals.
• Tier 3: Gut Health Guru
• • Reward: Exclusive access to new product launches, limited-edition products, surprise box or personalised health consultations for every 20 successful referrals.