The Product- Gourmet Garden:

What is Gourmet Garden?

You are what you eat. But most produce is grown and ripened using a ton of chemicals. Using harmful waters, toxins and heavy metals into the produce. Organically grown produce is an alternative but trust on organic claim is low due to prevalent malpractices. It is difficult to purchase natures' basic offering- safe fruits and vegetables.

At Gourmet Garden, we grow our own Naturoponic and organic fruits and veggies in specially engineered greenhouses. Our Produce is 100% free of chemicals and we use no pesticides. With a wide assortment of produce, spices, breads and cheese, we guarantee food safety.

Further, we deliver the orders to your door steps within 24 hours- ensuring freshest, juiciest and crunchiest produce you can get no where else. Over 1 lakh families trust us every day and experience the Gourmet Garden difference by placing orders through our app.

Selection criteria- Gourmet garden is a series A funded startup ($8.3 mil funded) with over 100K+ app downloads, 75%+ repeat customers, functional in 4 cities and is operational for over 4 years. These facts assure that there is a strong PMF for Gourmet garden.

The Product- Value Proposition

Serving as a one stop shop for every family's fresh produce needs, Gourmet Garden offers the following value to its users-

• Convenience- Gourmet Garden offers home delivery of produce in the 4 major Southern Cities in 24 hours.
• High Quality produce- Their produce is either grown in self operated greenhouses or sourced from organic produce farmers and they use no pesticides or chemicals on the produce. This is significantly more important as organic produce available through most stores have been known to have false organic claims to reap higher margins.
• Freshness- They harvest the crop only after the customer places an order, ensuring freshness.
• Range- They have all the standard and most exotic fruit and vegetables ensuring they offer the complete basket for its customers through a single channel.
• Variety- Gourmet garden also offers complimentary high-quality non-branded products such as pulses, oils, spices, cheese and bakery items.

Some of the direct competitors for gourmet garden in the same space (organic, fresh, high quality produce) are-

1) Deep Routed

2) Plukk

3) Insanelygood (By Swiggy)

4) Nature's basket

Some of the competitors in same space but with different value proposition (low quality produce / quick commerce) are-

1) Bigbasket

2) Zepto

3) Blinkit

4) Instamart (by Swiggy)

Ideal Customer Profile:

ICP 1- Supermom Shreya

• Shreya is a 39 year old mom living in Hyderabad with her 2 kids and husband. She runs the house. She also works as a team lead in a major software MNC and earns 35 Lakhs per annum.
• Her social media activity is more on Youtube and Instagram for browsing reels and other people's content but seldom posts her own content.
• She takes office cab to work but sometimes also uses her 2 wheeler scooty & metro to go to work.
• She spends time watching TV or OTT such as SonyLIV and Amazon Prime Video
• Shreya prioritizes health safety for her family

Problem statement for Shreya

• Shreya is a caring and protective mom who wants to give nutritious food to her 2 children. She is concerned with the growing effects of chemicals in fruits and vegetables- some being carcinogenic. She is especially concerned with news articles of greens being grown in sewer waters. She has to buy produce 1-2 times a week but knows no reliable source to purchase them.
• Shreya is also a value conscious customer, always trying to optimize her purchases. Organic produce in the market is highly overpriced, and door delivery is not an option- causing her to visit these stores in-between her busy schedule.

JTBD for Shreya:

• Personal Goal (Primary)- Shreya wants to feed her kids and family produce that is healthy and only from the most trusted source.
• Functional Goal (Secondary)- Shreya gets all her produce door delivered, thus saving her time of travel to the shop and time spent in the shop. Further, she gets all the variety at one place, eliminating visits to multiple shops.
• Financial goal (Tertiary)- Through a minute goal, there is an overall cost saving perception as there are regular 20% discounts on the platform and the cost is lower than organic produce stores.
• Social goal- Though there is a possibility to flaunt the use of organic produce in her social and work-friend circles, Shreya does not value this aspect so much.

ICP 2- Healthy- bee Harini

• Harini is a 27 year old single girl living in Hyderabad along with her 2 flat-mates. She has a house help to cook and clean. She works as a Client relations manager in a HR services firm and earns 18 Lakhs per annum.
• Her social media activity is more on Instagram, Twitter and LinkedIN. She is active in consuming and creating content across this channels.
• She takes auto/ cab to work.
• Harini socializes with her friends in coffee shops/clubs, and on Sundays/in her free time spends time watching OTT, mainly Netflix and Amazon Prime Video.
• Harini prioritizes comfort of ordering and personal health.

Problem statement for Harini

• Harini stays with her flat-mates and the 3 have hard time on assigning turns to procure vegetables. Going to store to buy is not the favorite for either of the 3 resulting in frequent stockouts.
• Harini is a fitness freak and maintains a strict diet which requires a lot of greens and cut vegetables that help make salads faster. Further, she prefers fresh produce as they result in tasty salads.
• Harini and her flat-mates together have high disposable income so they value time and quality over money

JTBD for Harini:

• Functional Goal (Primary)- Harini gets the produce door delivered every week- which reduces the concern for the flat-mates taking turns to run to the grocer and purchasing fruits and vegetables. Further, having a variety ensures that she can order the necessary greens for her salads.
• Personal Goal (Secondary)- Gourmet Garden offers high quality produce and hence she is able to buy high quality food, that she can enjoy in making great salads. This for her is resulting in her able to maintain her diet and stick to it.
• Social goal (Tertiary)- Harini also credits herself in purchasing from Gourmet Garden and impresses her colleagues with her fancy salads- which without gourmet garden would look more plain and lack the variety of produce that go into it.
• Financial goal- none.

Validating the goals-

Q- Why do you order from Gourmet Garden?

Shreya- " I was skeptical before ordering online as everyone claims that they have the best fruits and vegetables but for my surprise, I could see spinach and other greens which were so fresh that it immediately hooked me to the platform. Using these ingredients (vegetables) enhances the taste as well"

Harini- " My roommates and I used to take turns on buying groceries. Placing orders of packaged goods was easy through various apps (bigbasket, etc) but when it comes to vegetables, we used to handpick from Ratandeep (supermarket chain in Hyderabad) or order from nature basket. This was both time consuming and availability was an issue. We used to run out of vegetables very often. With Gourmet Garden, we don't need to worry about quality and they deliver to home and that reduces the stress of purchase".

Q- There are alternatives, what makes you stick to Gourmet Garden?

Shreya- "There are alternatives but they do not maintain this level of consistency. I have not had a single bad experience- the vegetables and greens are always of great quality. The fruits are top notch. They run offers every other day so its not so hard on the budget as well"

Harini- "Yes, we sometimes do use Zepto as it is convenient but the fresh products on Gourmet Garden are tastier and are available throughout the year- There are some cheese that i order from here that i cannot get on Zepto or Ratandeep. Also their delivery is pretty quick and the customer care is very helpful"

Teardown-

Activation metric to track:

Hypothesis 1- Order 2 times in the first 45 days

Reason- Ordering one time can be because of referral gains, curiosity or any other impulsive/monetary cause but ordering for the second time usually indicates that the person found the service useful and of high value.

Hypothesis 2- order 6 times in the next 3 months

Reason- This indicates that the customer is not just ordering for the AHA moments but also finding values, is not having any issues during the transactions and is starting to develop loyalty towards Gourmet Garden.

Hypothesis 3- Rating the app 4+ stars on the play store

Reason- Presently the app is not at its best shape yet users are finding value in the service. If a new user rates the app 4+ stars, this reinforces the fact that the app is doing the 'jobs" that the users are seeking to be done from it.

Hypothesis 4- Has less than 2 returns in 3 months

Reason- A return of produce means the customer is facing issue with the produce. As Gourmet Garden proposition is that its fresh, returns indicate huge issues in fulfilling the value proposition and indirectly an indicator of failure of the "Jobs" customers seek for through gourmet garden.

Hypothesis 5- Has an Average order value of Rs 750

Reason- An average home in the ICP level spends Rs 10K on Fruits and Vegetables every month over 6-8 trips to the shop. Equating that the customer is purchasing the family's whole Fruits and Vegetable needs from the app and is purchasing once a week, the customer should be placing atleast and AOV of Rs 750 on the app. Failing to have a Rs 750 AOV indicates that the customer is checking for cost/promotional arbitrage and is not actually purchasing for the platform's value.

Hypothesis 6- Orders across atleast 4 categories in the first 3 months

Reason- Of the categories available (Vegetables, Fruits, Oils, Cheese, Bakery products, Pulses and dry fruits), if the customer is not purchasing across categories, Gourmet Garden is failing to capture the share of wallet of the customer and is unable to cross sell. Thus with the core value proposition revolving around Fruits and Vegetables, this metric tracking will ensure cross selling.

Hypothesis 7- Adding Rs 1000+ to the Gourmet Garden Wallet in first 3 months

Reason- If customers are adding money to the wallet, that not only indicates that they are confident of the platform, it also ensures that they return back to GG so that they exhaust the money in their wallets.

Metrics that are tracked-

• D3, D7, D30, D90 retention: Track customer and cohort retention rates
• WAU & MAU: Track the weekly and monthly active users on the app
• Returns rate: The rate of returns that are experienced on the platform.
• Conversation Rates: Track customers downloading the app vs placing orders
• AOV: Track the AOV of 1st time customers and seasoned customers
• Churn rate: Track the customers who are dropping off from the app
• NPS Score: The average app NPS rating given by customers through surveys.

~~~~~----- THANK YOU -----~~~~~