Core Value Proposition of The Whole Truth

The problem with food brands is that they lie. Or tell self-serving half-truths. The Whole Truth aims to rebuild the world's trust in food through its Core Value Proposition offering of 100% clean, transparent and honest food products.

They do this through:

1. Using Simple Ingredients: All products made from only high quality natural and simple ingredients
2. Transparency in Packaging and Labeling: They declare 100% of their ingredients on their packaging & labeling upfront. No hidden ingredients and no hidden * marks
3. Zero Chemicals: Absolutely zero chemicals, additives or preservatives
4. Sharing test reports: They share voluntary test reports of every batch of their protein powders which gives users confidence and proves they have nothing to hide
5. Educating consumers: Through Blogs (FITSHIT.IN), Informative skits on social media which includes the founder himself, giving more credibility

Products offered by The Whole Truth

• Protein bars
• Energy Bars
• Peanut Butter
• Chocolates
• Muesli
• Protein Powder

Natural Frequency of its CVP

User CVP Experience through,

• Ordering online from TWT website or E-commerce & Quick commerce platforms like amazon, blinkit, instamart, etc.
• Engagement with content by TWT through social media channels & Newsletters (YouTube, Instagram, Truth be Told)

Engagement Framework

For The Whole Truth, being a health-centric brand, the Depth of engagement is important. This is because as consumers use more of the product (Frequency x Time/Money), it will help them achieve their long-term desired results which in turn will make customers experience the core value of The Whole Truth.

Along with snacks, The Whole Truth also shares educational and informative content with its users through blogs, short -skits, articles and newsletters. This, in turn

• Keeps the user engaged with TWT
• Gravitates the users towards the brand as it helps navigate the conflicting and often contradictory world of packaged food.

Ideal Customer Profile and behavior

Who is an Active Seeker (User) of TWT?

Well,

• Someone who purchases at least once in 45 days.
• Someone who refers at least once in 6 months.

Usage-based Segmentation

Engagement Campaigns

Birthday Offers

• For: Casual, Core and Power users
• Goal: Make users feel special by personalizing their experience. This will specially help convert casual users to core users
• Pitch: Birthday Greetings (Name) 🥳 Here's a small gift from us to you :)
• Offer: Discount of 30% on occasion of their birthday
• Frequency: Once a year
• Timing: One day before D day on their Email

On D day om their WhatsApp

• Success metrics: Whether a successful order is placed through the unique link; Uptick in users registering their birth dates

Bundle Offers

• For: Casual Users
• Goal: Converting Casual users to Core users by increasing AOV
• Channel: TWT Website, Emails, WhatsApp
• Pitch: Bigger the Cart, Bigger the Savings! Get 15% off on ordering a pack of 5 chocolates!
• Offer: Bundle offers on same sub-product
• Frequency: Once in three weeks
• Timing: WhatsApp D+3 after last purchase

Email D+5 after last purchase

Website: Once in every 3 weeks

• Success metrics: Uptick in AOV of the users; Uptick in demand of chocolates (or any other sub-product the campaign is based on); No. of links clicked through emails and whatsapp; CTR on website

Monthly Subscription

• For: Casual and Core users
• Goal: Converting casual to core and core to power users through subscriptions; Increasing AOV
• Channel: Website, Emails, WhatsApp
• Pitch: Subscribe on our journey to seek The Whole Truth!
• Offer: Discounts throughout the subscription on various products; Early access to deals; Access to sub-features of TWT like TruthGPT
• Frequency: Monthly
• Timing: D+5 after recent purchase for Emails

D+3 after recent purchase for WhatsApp

Throughout the month for Website

• Success metrics: No. of monthly subscriptions; No. of orders through these subscriptions; Uptick in AOV; Uptick in frequency of purchases

Referral Program

• For: Core and Power users
• Goal: To spread awareness of the brand through core and power users
• Channel: Website (In their accounts), Emails
• Pitch: Get your friends along on this journey of seeking the whole truth! 150 credits for every successful referral order and 100 credits for every person referred to
• Offer: Credit points for the one who refers and the person referred to
• Frequency: Every alternate month
• Timing: 5 days before the campaign begins for Email

3 days before the campaign begins for WhatsApp

10 days before the campaign begins for Website

• Success metrics: No. of sign-ups through referral links; Uptick in credit points; Average referrals per user

Mix n Match Boxes

• For: Casual, Core and Power users
• Goal: Giving the flexibility to users to build their own boxes. Could be for gifting purposes
• Channel: Website
• Pitch: Thinking of a personalized gift that adds value and is tasty too? We've got you covered ;) Build your own box and gift it to your loved ones. Get 15% off on a minimum value of 1500/- and for putting in the efforts to build it :)
• Offer: Flexibility to choose multiple products; Special Discount on boxes; Guaranteed minimum order value; Gives them a sense of building something by their own aka the IKEA effect
• Frequency: Throughout the year
• Timing: Throughout the year on their Website
• Success metrics: No. of combo orders; No. of CTR of website banners

Industry Overview

Based on secondary data,

• On an average the retention rate of D2C brands in the F&B segment is 31% (source)
• For TWT, the retention rate of it's customers are 85% (source)
• Their revenue split is 80% online and 20% offline (source), of which 50% of online revenue comes from their own website and 50% from other e-commerce platforms (source)

From the above data points, assuming a retention rate over 12 months, here's a look at TWT's Retention Rate

Observations

• Due to a strong position of the brand in terms of transparency and honesty the retention rate of the brand is higher among its peers
• With a bottom-up approach in context of their SKUs the brand has concreted a loyal base of customers who are a staunch advocate for the brand. This helps them expand to a wider category like whey protein.

User-based

Based on user insights,

1. Core

• They have stuck to specific products and are unwilling to churn to other brands because of the trust TWT has built
• While low on referrals, they do have positive reviews leading to a strong WOM

2. Power

• Their values are strongly aligned with that of TWT. These users are champions who have a higher engagement in terms of Depth as well as Breadth
• They are willing to try all the products TWT has to offer
• They have referred the brand to others and have a strong WOM as well
• They also share educational content that TWT produces

Based on the above points, TWT has a higher rate of retention than its peers.

Channels that drive the best retention

• Content of TWT has been witty, engaging and informative. Thus it is not only marketing its own brand but also educating its own users who further share it among their friends and family
• Positive image of the brand that has been built through its CVP and users, has pulled a lot of people towards it. This has driven the retention rate upwards
• Honest Packaging & Labelling has been one of the channels that has kept the user retention high as it continuously reminds the user of its CVP

Churn

Reasons for User Churn:

Voluntary:

• High/Premium Pricing
• Insufficient offline presence
• Absence of certain products on quick commerce apps (blinkit, instamart, zepto)
• Unavailability of certain products for a prolonged period
• High Delivery Time

Involuntary:

• Change in dietary needs
• Shifting to Tier 2/3 cities
• Difference in texture due to absence of additives and preservatives

Negative Actions

1. Decrease in frequency of orders: The frequency of orders would decrease due to high pricing compared to competitors. This would further decrease TOMA and lead to users finding alternatives
2. Decrease in AOV: Average Order Value would decrease gradually leading to a decrease in annual recurring revenue
3. Decrease in overall impressions (views, likes, comments) on content: Overall impressions would decrease as people start finding alternatives
4. Unsubscribing from Emails and Newsletters: People start unsubscribing to emails and newsletters as it is not relevant to them anymore
5. Decrease in orders of certain products: As the user can't get certain category of product, for eg. Protein Peanut Butter, on quick commerce apps like blinkit, zepto, etc., the user is likely to stop using the product due to unavailability at last minute.

Resurrection Campaigns

Spreading awareness of reason for their high pricing

• For: Casual and Core users
• Why: As these users are likely to churn because of the high pricing of products, TWT can take certain actions to reason the same
• Content: TWT can mention the sources of their ingredients along with the quality of it through witty videos and publish it on social media channels
• Offer: TWT can offer Value for Money packs for users so they can save on their orders. Packs that are offered by the brand as well as one that can be made by the user themselves
• Timing: D+60 after last purchase
• Channel: D+60 through Email after last purchase; D+60 through WhatsApp after last purchase
• Success metrics: Increase in frequency of orders by the user; No. of value packs sold

Insufficient Offline Presence

• For: Core user and Casual users
• Why: Due to limited presence of TWT offline, these users can go for alternate brands due to the convenience of offline availability
• Content: A campaign designed to make the users aware of their product presence on quick commerce apps like blinkit
• Offer: Their high availability and on-the-go products that facilitate convenience quickly!
• Timing: Once in 3 months
• Channel: Quick commerce apps, WhatsApp, Instagram, TWT Website
• Success metrics: Orders placed through quick commerce apps

Unavailability of Products for a long time

• For: Core and Power users
• Why: These users being a medium to high frequency users, need to restock their products regularly. However, due to long absence of it, the user may find alternatives to it
• Pitch: We know you miss your favorite protein peanut butter. But we miss you. Here's 10% off on our other range of peanut butters till we get your PB in stock!
• Offer: A discount on another variety of their sub-product which compels the user to try out their range
• Timing: D+30 after last purchase OR one week before the product is restocked
• Channel: One week before the product is restocked through Emails; 5 days before the product is restocked through WhatsApp
• Success metrics: Discount coupons redeemed

High Delivery Time

• For: Users who churned through delivery delays (Loyal, Power users and Core users)
• Why: These users can't be lost as they are ones strongly aligned with the brand
• Content: A small token of apology that is signed by the founder himself
• Offer: A cashback of 150/- on next purchase
• Timing: When the order is delayed by more than a day or ETA is > 7-10 days
• Channel: Email and WhatsApp
• Success metrics: Cashback usage rate; coupons redeemed

Discount after repeated cart abandonment

• For: Casual, Core and Power users
• Why: To bring back the user and make them complete the transaction
• Pitch: Don't abandon us mid-way :( Take us with you. Get a 10% discount on completing your purchase
• Offer: A discount code to make the user complete the transaction and make them stick to the product
• Timing: After the user has abandoned the cart 3rd time in a month
• Channel: Via WhatsApp or PNs
• Success metrics: Order completion through the unique discount code applied