Acquisition project | KisanKonnect

ABOUT THE COMPANY:

KisanKonnect is an AgriTech B2C company that was launched in 2020. They aim to provide farm fresh produce to their consumers by examining soil health and yield health, and ensuring that safe produce is delivered to households. Their vision is to achieve this 'Farm-to-Fork' goal via scientific and sustainable farming with their family of farmers.

STAGE OF COMPANY

​

WHY KISANKONNECT?

The company is new in the agri-tech space, has achieved PMF, and delivers on its promise of fresh and quality produce at your doorstep for a reasonable price point. However, while there is immense scope the company has no visibility online.

• The reviews online are 3.7/5 on various platforms, yet 1.8/5 on Google
• Apart from fresh fruits and vegetables, the brand also offers homemade snacks, pickles, and more under their 'Mom's Kitchen' category.
• Although only limited to a few regions in Maharashtra, the app does have the required fit to scale with a US 30 Billion Dollar market
• Sells products under its own brand 'KisanKonnect', 'Mom's Kitchen', 'Village Staples' allowing it to build a strong D2C connection with its consumers
• Farmer tracibility to increase transparency in the process and building trust ​

The product thus fits in the 'Early Scaling Stage' and ready for acquisition.

PRODUCT PITCH

🌾 Welcome to KisanKonnect - India's Digital Farmer's Market 🌾

Tired of searching for healthy, organic produce only to find chemical-laden fruits and veggies?

Say goodbye to compromise and hello to KisanKonnect! 💪🏻

​

Join the health-conscious urban clan and experience the freshness straight from over 5000 trusted farmers to your doorstep. 🚜 With 1L+ satisfied customers already on board, it's time to elevate your lifestyle with quality products sourced directly from the source - our farmers! 🌱

​

Picture this: approx. 1.5 lakh deliveries every month, bringing you the finest selection of nature's bounty. 🍇Don't miss out on this food revolution sweeping the nation!

​

Ready to embrace a healthier, more organic lifestyle? 🌿

Download KisanKonnect now and taste the difference firsthand!

ICPs

​

OBSERVATIONS THROUGH USER RESEARCH:

• Looking out for healthier options for fruits and vegetables so buy frequently
• Competitors have a higher price point for same vegetables but customers don't have a choice
• Most vegetables are not fresh or get spoiled very fast

ADVANTAGES FOR KISANKONNECT USERS

• Fresh farm produce at doorstep eliminating middlemen thus reasonable rates
• Transparency so the user knows where exactly the produce is coming from
• Due to lack of chemicals, produce is safe and healthier for eating

​

ICP PRIORITISATION

ICPs 2,3, and 4 will be prioritized because:

• Since health is the biggest factor they won't mind waiting for delivery as long as produce is of good quality
• Their frequency of usage will be more owing to tracbility in KisanKonnects app
• Adoption to pay too is higher since there are no middle-men and the price points for produce is reasonable

TAM, SAM, SOM FOR KISAN KONNECT

1. Total Addressable Customers (TAM): Tier 1 Cities

- Total Potential Customers = Total Urban Population × Percentage of Target Demographic × Percentage of Affluent Households

- Total Potential Customers = 110 million / 4 × 40% × 10% ≈ 2.75 million households

- Average monthly expenditure per household on food items = 25% of ₹26,000 ≈ ₹6,500

- TAM = Total Potential Customers × Average monthly expenditure per household

≈ 2.75 million households × ₹6,500

≈ ₹17.875 billion

40* is population between 25-40 years and 10%* is households above 5 Lakh income

2. Serviceable Addressable Market (SAM):

- SAM represents the portion of the TAM that consists of health-conscious urban population.

- SAM = TAM × Percentage of Health-Conscious Consumers

≈ ₹17.875 billion × 30%

≈ ₹5.3625 billion

3. Serviceable Obtainable Market (SOM):

- SOM represents the subset of SAM that the company can realistically capture.

- Let's assume 20% market penetration.

- SOM = SAM × Market Penetration Rate

≈ ₹5.3625 billion × 20%

≈ ₹1.0725 billion

​

• TAM (Total Addressable Market): ₹17.875 billion
• SAM (Serviceable Addressable Market): ₹5.3625 billion
• SOM (Serviceable Obtainable Market): ₹1.0725 billion

​

CHANNEL SELECTION

REFERRALS

The existing referral section works as follows

• As soon as the customer signs up on the app there is a referral button on the home page itself making it easy to locate
• Once a user clicks on the referral button, it pops up the referral sharing page with app options
• WhatsApp and copy code options are highlighted
• It also gives details about the referral program

​

​

Pros:

• There is no cap on referral codes
• You get 50 KisanKash with each successful referral used
• The journey for the user is pretty easy the referral code is to be added at the time of checkout in the 'Apply promo code' section

Cons:

• Kisan Kash does not credited immediately, it takes a while
• The section of 'Apply promo code' is not clearly visible
• Referral codes are only applicable for orders above 250rs
• There is no separate section for referral code it is the same as coupon code
• The link that goes to an android user on whatsapp from an Iphone user redirects the user to the App Store instead of the Play Store
• Despite using the referral link to download the app the user details are not automatically take the new users details. The user needs to keep the referral code handy till the checkout process.

​

WHAT COULD BE BETTER?

• The referrals could be re-sent to new users with a feedback form 1 day post delivery again
• To enable more new users to use the referral code, it should be directly applied when an app is downloaded using the referral link
• KisanKash should be credited in the referer's account immediately after the referee has successfully placed the order
• Gamification of the referral code can be introduced -

WHY WILL USERS SHARE?

MONEY - getting Kisan Kash that can be availed on next order

DOPAMINE - Being awarded with Green Influencer Certificate signed by Shilpa Shetty

HOW WILL IT BE TRACKED?

• On the referral page there will be a tracker to how many referrals have been completed successfully
• Number of referrals left to become an influencer

​

ORGANIC:

Currently KisanKonnect doesn't seem to have an SEO strategy in place. Below is the the comparison between KisanKonnect and its competitor BigBasket. While BigBasket brings in around 7M of organic search traffic, KK is only at a 17.2K. This shows that the brand has a long way to go when it comes to integrating SEO which is crucial for its growth strategies. This will not only help them build a great brand but also increase their overall visibility.

​

​

One strategy to build SEO with relevant keywords is to launch a Blog section like Big Basket has. This will enable KisanKonnect to incorporate all the relevant keywords that people search for and help increase the ranking of the website.

Currently the KisanKonnect website has only the About Us and FAQ section apart from its usual product sections. They need a full blown website like BB.

​

HERE IS A SITE- HEALTH ANALYSIS OF KISAN KONNECT:

​

​

Use Case Keywords searched for:

​

​

​

​

​

IMPROVEMENTS:

• While there is some presence on SEO, the brand needs to focus on bidding on more keywords to ensure visibility.
• Although there are minor issues with the website, they need to fixed for better site-health
• Add a blogs section to use more keywords
• Relevant keywords can be added to product descriptions as well

PAID ADVERTISING

Selected ICP - Housewife

Marekting Pitch -

Want a healthier life for your family? Choose Kisan Konnect today, where fresh fruits and vegetables are sourced directly from a family of 5000+ farmers. We prioritise your health and thus conduct thorough quality checks on each produce ensuring that it is safe to eat. Join our growing family of 1L+ happy customers and begin your health journey today!

​

AD CREATIVES:

​

​​

​

*please excuse the ad page name. I wasn't able to change it.

​

In the brand creative the page name will be KisanKonnect

H1 - Organic and Safe Produce

H2 - Vegetables straight from the farm to your plate

​

Currently, KisanKonnect does not have any active paid campaigns. The brand needs to build its online presence like Country Delight with UGC campaigns.

KisanKonnect's paid campaigns will focus on awareness.

​