Onboarding project | The Whole Truth

Ideal Customer Profile

	ICP 1	ICP 2
Name	A	B
Age	18-25	26-35
Gender	M	F
Energy Expenditure 🏃	High	Medium to High
Profession	Student/Professional	Professionals
Average Income level	0-12L annually	10-30L annually
City 🌆	Tier 1	Tier 1
Ideal snack choice	Guilt-free and tasty snacks that align with his fitness goals	Tasty snacks that are healthier and have quality ingredients.
Brand Value Alignment	Yes	Yes
Hot Seller 🔥	Protein Bars / Nut Butters / Protein Powders / Chocolates	Protein Bars / Nut Butters / Protein Powders / Chocolates
Goals	Guilt-free snacking	Health conscious

ICP Behavior

	ICP 1	ICP 2
Pull-factor 🧲	Radical Honesty	Quality of Ingredients and Health factor
Frequency of use case	Once a month for protein powders and nut butters, Once in two weeks for bars & chocolates	Once a month for protein powders and nut butters, Once a week for bars & chocolates
Appetite to Pay	Medium to High	High
Average amount spent per month 💸	1750/-	2000/-
Cherishing	Trust factor of the brand, Taste, Educational Content	Minimal and Clean ingredients, Interactive Packaging, Taste, Educational content
Media Consumption	Instagram/Youtube/Quick-commerce	Magazines/Podcasts/Social Media/E-commerce

	Awareness	Consideration	Purchase
A	Craves for a late-night snack Looks for a food item to help complete protein intake Something that could be a part of a celebration Post-workout meal	Goes to e-commerce apps like swiggy instamart / blinkit / zepto to look for options and sees The Whole Truth brand Reads reviews by different users ⭐⭐⭐⭐⭐	Orders a TWT chocolate to fulfil their cravings 😋 Orders TWT chocolate to celebrate an occasion TWT protein powder / protein bar for their daily protein intake 🏋️
B	Looks up for health related content on Google/Instagram/YouTube Searches for various healthy breakfast options Go-to snack option for that mid-day hunger Something that could be a part of a celebration	Comes across TWT content on Brand website/Google/Social Media Goes to e-commerce apps like swiggy instamart / blinkit / zepto to look for options and sees The Whole Truth brand Reads reviews by different users ⭐⭐⭐⭐⭐	Orders bestseller products Orders Muesli & Nut butter for breakfast 🥣 Orders a protein bar / energy bar for mid-day hunger / energy Orders TWT chocolate for celebrations 🥳

Activation metrics

Trial-to-Loyalty: The user is likely to become activated if it orders more than 3 times, after the first order, in 45 days.
Product Purchase: The user is likely to purchase more if the order is completed in the first 5 mins of landing on the page. This includes the time taken to land on homepage, choose the product, adding it to cart, adding the address and making the payment. This is due to the clear images and less number of pages between the homepage and payment page.
Repeat Purchases: The user is activated if it purchases a snack more than once in 2 weeks.
Increase in referrals: The user is likely to purchase more if he repeatedly refers more people. At least 1 referral in 1 month.

Order date of first order, Percentage of users ordering more than 3 times in 45 days after the first order, Average time between subsequent orders.
Time spent on different pages of the website, Percentage of users completing the purchase within the first 5 mins, Average time of user journey through the site.
No. of snack purchases within a 2 week window, Average time in days between orders in the first 2 weeks
No. of referrals per active user per month, No. of referral conversions.
No. of impressions on social-media posts (YouTube Videos/Reels)

Onboarding Teardown

JTBD and validation

Goal Priority	Goal Type	ICP	JTBD	Validation approach	Validation goal
Primary	Personal	ICP 1	Wanna have snacks that I can enjoy without thinking twice.	User Reviews	These reviews validate if TWT's clean-label transparency matches what customers "hired" it for
Primary	Personal	ICP 2	Wanna fit into my old jeans that I barely wore and maintain that weight Wanna carry snacks while travelling	Behavioral Data Analytics	This tells us what is the customer preferring the most, is it protein bars or muesli or protein powders for their weight management journey Protein/Energy bars, Chocolates to carry