Slurrp Farm - Made by Two Mothers

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Slurrp Farm was born from the concern of two mothers who realized that the current food system is broken, and requires innovation and creativity to re-introduce sustainable, nutrient-dense, and diverse ingredients back into our children’s diet. This is also the best way to ensure that kids, farmers, and the planet stay happy.

Quick Introduction

Key Mottos 🚀

A. Improving people's health, well-being, and confidence

B. Improving the health of the planet

C. Contributing to a fairer and socially inclusive world

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Root Strengths 💪

A. Power of Super Grains (Millets)

B. Trust-Made by 2 mothers

C. Zero Junk Promise

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D. Tasty & Easy to make (Functional Benefits)

Core Value Proposition and Experience Factor

Slurrp Farm provides the following core value props:

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A) Product Quality: The first 1000 days of a child are the most important in determining lifelong health outcomes. Moms (especially of toddlers) want to be 100% sure that their child eats the healthiest meal during the day and want to avoid providing any food item that is not suitable for the child. Moms want to control the eating habits of kids early in the growth stages of their child's life. Slurrp Farm helps moms in this by:

• Making zero junk promise: There are no added sugar, salt, or artificial preservatives in the products. This is quite opposite to the current products in the market like Cerelac by Nestle which has a high sugar content of 3 gms/serving (WHO recommends 0 gm sugar intake for toddlers)
• Providing the healthiest millet-based products: Millets are gluten-free, nutritious grains that can be a healthy addition to a child's diet. They are high in fiber, protein, iron, and copper, and contain many other nutrients that can support a child's growth and development.
• Being transparent about the ingredients used: The packaging clearly mentions the ingredients used in each product in layman's language for better customer understanding and reliability.

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Hence Slurrp Farm builds trust with mothers.

B) Functional Feasibility:

Toddler (0-2 Age) moms struggle to understand the food science for their kids and in the process give the wrong choice of food before time to their toddlers leading to underdevelopment, health complications, and deficiencies, etc.

Kids (2+ Age) Moms in addition to the above struggle, also struggle with the different snacks and dishes they can make for their kids when kids are at home / for lunch boxes in school.

Slurrp Farm solves this through:

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1) Yes Moms Community end-to-end support co-moms in the same journey of raising their child. The community is built on WhatsApp and Facebook after thorough checks and is regulated by an in-house team. This community provides a platform for Moms to interact with each other, and share how they are taking care of their child. Solve each other's problems. The regulators post content related to health tips for kids, recipes, Dos and don'ts for Moms, etc

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2) Small-size packages for lunch boxes: Slurrp Farm has innovated packages for key products that help moms pack lunches for school. The kid can just open the packet and have the meal. This helps moms organize the tiffin box efficiently and ensure that their kids are not over/under eating.

3) Slurrp it Up Course: This is a knowledge and support course created in partnership with child nutritionists and Physicians for Moms that is customized to the health conditions and age of the child. The course creates a food and health journey for each child and gives daily and weekly check-in steps to be followed for the right growth of the child. Moms can also book time slots free of cost with child nutritionists and get their queries resolved. This course is specialized for toddlers (0-2 age) as this the most crucial years of growth for a child.

Slurrp Farm brings the core value proposition to the customers (Moms) repeatedly in the following ways:

• By building brand advocacy by offering knowledge-based service through Yes Moms Community and Slurrp It Up course
• Building a community that enables SF to reach, and engage with customers in an authentic way that builds trust
• Create an omnichannel ecosystem by being available across channels - Website, e-commerce. Quick Commerce, and Offline
• By innovating new products that solve the customer's (mom) problems and taste great to the consumer (kids)

Products and Natural Frequency 📦

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The following natural frequency categorization is based on 264 unique customer ordering patterns for 6M since acquisition.

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Engagement Framework for Slurrp Farm:

Breadth and Frequency are core to the business of Slurrp Farm:

• No. of cross-selling use cases: Slurrp Farm makes complimenting products across categories and showcases use cases to the customers to increase cross-selling. The more the customers find the use cases useful, the higher the sales and hence higher the AOV. Eg. Superfoods in a complimenting product that goes with Cereals, Pancakes, and Milk Mix
• Habit Formation and Frequency: Once the consumers (KIDS) start liking the slurrp farm products, they form a consumption habit leading to a higher frequency of purchase, hence higher retention, and hence lower CAC.

Core E&R Metric

Slurrp Farm is a D2C brand with an omnichannel presence. Since it is a consumer product-based business, an active user is defined as someone who comes on any of the platforms (e-com, website, quick commerce, and offline stores) and makes a successful purchase.

Customer Segmentation

The customers of Slurrp Farm can be segmented based on two factors identified while going through the customer profiles of the 264 unique customers (all 6M old since acquisition). :

• ICP/Persona of the customer
• Usage/Habit Formation in favour of the brand

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The ICP of the customer can be further divided on the following usage basis:

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Engagement Campaigns

A. Casual Toddler Mom ➡️ Core Toddler Mom

Segmentation

This campaign is designed for a mother of a toddler mom who is a causal user. Casual Toddler Moms make their first order in the Toddler Cereal category, experiment with the product, and drop after 2/3 of purchases.

The casual buying pattern of these casual toddler moms can be explained:

1) Moms find the product expensive for a regular buy and a cheaper but low-quality alternative product is available in the market

2) Mom prepares a homemade alternative for the same product

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Goal ➡️ Increase Frequency + Increase Breadth

• Get Casual Toddler Moms the best deal on Toddler Cereals and make the product a regular in their house and showcase the benefits of the product versus the product already available in the market
• Showcase how the product saves time and energy of the mom in preparing the food for their child
• Introduce Teething Puffs to the casual toddler mom for the next stage of her child

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Pitch + Content + Offer

Pitch 1: Slurrp Farm Toddler Cereals have no sugar, no harmful chemicals, and are enriched with the nutrients of millet. Give your toddler the best quality food only!

Frequency and Timing of Pitch 1:

• The medium of the pitch will be a WhatsApp remarketing message
• Timing and frequency of the message- First message 15 days after purchase when the customer has mostly forgotten about the product. Second Message will be 30 days after the purchase as till then the product would have been completely consumed (if used regularly). Last message 45 days after the purchase

Pitch 2: Showcase the total time it takes to prepare the meal using Slurrp Farm Toddler Cereal through a video

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Frequency and Timing of Pitch 2:

• The medium of the pitch will be a WhatsApp remarketing message + Instagram Post
• Timing and frequency of the message- First message 1 day after delivery of the product when the customer is trying the product for the first time. The second message will be 8 days after delivery of the product when the customer when the customer would have mostly likely used the product. Last message 45 days after the delivery of the product to remind the customer how easy and fast it was to feed the child. The Instagram post will be posted every month

Pitch 3: Your child is growing and so are his teeth, let's make him/her learn how to chew 😁

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Frequency and Timing of Pitch 3:

• The medium of the pitch will be a WhatsApp remarketing message
• Timing and frequency of the message- First message 3 months after delivery of the first product (Toddler Cereals) when most probably the child has grown and give an idea to Mom to start help the child in the teething process. The second message will be 6 months after delivery of the first product (Toddler Cereals) when the child would have definitely grown and give an idea to Mom to start help the child in the teething process.

Success Metric

• Repeat Frequency: From 1 per 4 months to 1 per 2 month or lower for Toddler Cereals
• Variety of purchase in the same category: 2/3 product variety of Toddler Cereals is bought before the customer sticks to a single variety (Habit has been formed)
• Purchase of teething puffs 3 to 5 months after purchase of toddler cereals for the first time

B. Core Toddler Mom ➡️ Power Toddler Mom

Segmentation

This campaign is designed for a mother of a toddler mom who is a core user. Core Toddler Moms place their orders in the Toddler Cereal category and Snacking Category, experiment with the product, and stick with either or both of the categories for 2 years. These moms slowly start having trust in the Slurrp Farm products. They purchase the products but also purchase products of other brands in the same category

The buying pattern of these core toddler moms can be explained:

1) These moms have slowly started having trust in the Slurrp Farm products. They purchase the Slurrp Farm products but also purchase products of other brands in the same category

2) Mom prepares a homemade alternative for the same product

Goal ➡️ Increase Frequency

• Get Casual Toddler Moms the best deal on Toddler Cereals make the product a regular in their house and showcase the benefits of the product versus the product already available in the market
• Showcase how the product saves time and energy for the mom in preparing the food for their child

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Pitch + Content + Offer

Pitch 1: Slurrp Farm Toddler Cereals have no sugar, no harmful chemicals, and are enriched with the nutrients of millet. Give your toddler the best quality food only!

Frequency and Timing of Pitch 1:

• The medium of the pitch will be a WhatsApp remarketing message
• Timing and frequency of the message- The message will be sent every 30 days after the purchase as till then the product would have been completely consumed (if used regularly).

Pitch 2: Showcase the total time it takes to prepare the meal using Slurrp Farm Toddler Cereal through a video

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Frequency and Timing of Pitch 2:

• The medium of the pitch will be a WhatsApp remarketing message + Instagram Post
• Timing and frequency of the message- First message 1 day after every delivery of the product. The second message will be sent after every 35 days till then the product would have been completely consumed (if used regularly). This is to remind the customer that how easy and fast it was to feed the child. The Instagram post will be posted every month

Success Metric

• Repeat Frequency: From 1 per 2 Months to 1 per 1 month (Toddler Cereals)
• Variety of purchase in the same category: Customer sticks to a single variety (Habit has been formed)

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C. Casual Child Mom ➡️ Core Child Mom

Segmentation

This campaign is designed for a mother of a Child (2+ years) who is a causal user. Casual Child Moms make their first order in the Pancake category, experiment with the product, and drop after 2/3 of purchases

The casual buying pattern of these casual child moms can be explained:

1) Moms find the product expensive for a regular buy and a cheaper but low-quality alternative product is available in the market

2) Mom prepares a homemade alternative for the same product (without using slurrp farm products)

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Goal ➡️ Increase Frequency + Increase Breadth

• Get Casual Child Moms the best deal on Toddler Cereals and make the product a regular in their house
• Introduce Breakfast Cereals, Snacks, superfoods, and noodles to the casual child mom for more options to buy and create recipes for their child

Pitch + Content + Offer

Pitch 1: Get enrolled in Slurrp Farm Kwikpass and get additional discounts on subsequent purchases and unmatchable value

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​Frequency and Timing of Pitch 1:

• The medium of the pitch will be a WhatsApp remarketing message or a website pop-up
• Timing and frequency of the message- First message 15 days after purchase when the customer has mostly forgotten about the product. Second Message will be 30 days after the purchase as till then the product would have been completely consumed (if used regularly). Last message 45 days after the purchase. The website pop-up will appear 30 seconds after the customer has been on the website

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Pitch 2: Try this recipe at home using the Slurrp Farm Pancakes, Nut Mix Powder, and Coconut Sweetener. Your Kids will love it in the evening snacks 🤤

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Frequency and Timing of Pitch 2:

• The medium of the pitch will be a WhatsApp remarketing message and Instagram Posts
• Timing and frequency of the message- The first message, 15 days after purchase, is about the recipe that can be made using the product that the customer has purchased. The second Message will be 30 days after the purchase showing the recipe of a dish made using the product purchased and any other product (like Superfood). Last message 45 days after the purchase

Success Metric

• Repeat Frequency: Inprove the natural frequency of the purchase from casual to ore frequency (as mentioned in the table above)
• Maintaining the frequency of purchase of the product along with a new product in subsequent orders or Purchase of new products in subsequent orders (First is more preferred as it increases AOV)

Retention Design

Below are the retention rates till M47. The data below clearly shows two clear trends:

1) For the first 2-3 months the retention rate is in double digits and then it drastically drops to 2-3% (This happens because a regular customer then shifts to a daily used app like Big Basket, Blinkit, Amazon, etc)

2) There are some customers that are even active in M47 (4 years after the first purchase)

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The users that drive the highest retention% till M3 is the Power Toddler Mom

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Power Toddler Moms have the highest retention because of the following reasons:

1) They already have trust in the brand and in the product. They prefer slurrp farm over other alternative products

2) They have a child who has just crossed 24 months of age at max and has a total of more than 16 years before he/she becomes an adult

3) These moms will keep giving other products of the brand to the kid till the child becomes an adult

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Acquisition Channel

The best channel is the community, because here the moms interact on a daily basis and informed about the products, recipes, etc

Product/ Sub-Product

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Puffs and Cheese Balls have the highest retention rate because of the lower purchase price of the product and equally tasty product. This gives the customers a low-commitment product that can be consumed over and over again.

Churn and Ressurection

Top reasons for Churn

Based on the database of 105 users from the customer delight team I was able to narrow down the top reasons for churn in any of the user segments defined above:

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Voluntary: (From top reasons to bottom)

1) The product is expensive for a regular buy

2) An alternative product is available in the market that is cheaper

3) Mom prepares a homemade alternative for the same product

4) The child does not like the taste of the purchased product

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Involuntary: The child has grown up and does not like to eat Slurrp Farm, he/she has shifted to a product for adults

Negative Actions for At Risk Users

A. The risk of churn is different for each user segment. A customer is at risk of getting churned when he/she is not following the natural frequency of purchase for the hero product categories:

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B. The AOV is falling in subsequent orders

C. The no. of days between repeat purchases is increasing from 30 to 90 or above

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Resurrection Strategy

Segmentation: At-risk users

A. Save casual toddler moms​

This campaign is designed for a mother of a toddler mom who is a causal user. Casual Toddler Moms make their first order in the Toddler Cereal category, experiment with the product, and likely drop after 2/3 of purchases.

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The casual buying pattern of these casual toddler moms can be explained:

1) Moms find the product expensive for a regular buy and a cheaper but low-quality alternative product is available in the market

2) Mom prepares a homemade alternative for the same product

Goal

• Get Casual Toddler Moms the best deal on Toddler Cereals and make the product a regular in their house and showcase the benefits of the product versus the product already available in the market
• Showcase how the product saves time and energy of the mom in preparing the food for their child

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Pitch + Content + Offer

Pitch 1: Slurrp Farm Toddler Cereals have no sugar, no harmful chemicals, and are enriched with the nutrients of millet. Give your toddler the best quality food only!

Frequency and Timing of Pitch 1:

• The medium of the pitch will be a WhatsApp remarketing message
• Timing and frequency of the message- First message 15 days after purchase when the customer has mostly forgotten about the product. Second Message will be 30 days after the purchase as till then the product would have been completely consumed (if used regularly). Last message 45 days after the purchase

Pitch 2: Showcase the total time it takes to prepare the meal using Slurrp Farm Toddler Cereal through a video

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Frequency and Timing of Pitch 2:

• The medium of the pitch will be a WhatsApp remarketing message + Instagram Post
• Timing and frequency of the message- First message 1 day after delivery of the product when the customer is trying the product for the first time. The second message will be 8 days after delivery of the product when the customer when the customer would have mostly likely used the product. Last message 45 days after the delivery of the product to remind the customer how easy and fast it was to feed the child. The Instagram post will be posted every month

Success Metric

• Repeat Frequency: From 1 per 4 months to 1 per 2 month or lower for Toddler Cereals
• The AOV of the orders is remained constant or increased in subsequent orders

B. Save Casual Child Mom

This campaign is designed for a mother of a Child (2+ years) who is a causal user. Casual Child Moms make their first order in the Pancake category, experiment with the product, and drop after 2/3 of purchases

The casual buying pattern of these casual child moms can be explained:

1) Moms find the product expensive for a regular buy and a cheaper but low-quality alternative product is available in the market

2) Mom prepares a homemade alternative for the same product (without using slurrp farm products)

Goal

• Get Casual Child Moms the best deal on Toddler Cereals and make the product a regular in their house
• Introduce Breakfast Cereals, Snacks, superfoods, and noodles to the casual child mom for more options to buy and create recipes for their child

Pitch + Content + Offer

Pitch 1: Get enrolled in Slurrp Farm Kwikpass and get additional discounts on subsequent purchases and unmatchable value

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​Frequency and Timing of Pitch 1:

• The medium of the pitch will be a WhatsApp remarketing message or a website pop-up
• Timing and frequency of the message- First message 15 days after purchase when the customer has mostly forgotten about the product. Second Message will be 30 days after the purchase as till then the product would have been completely consumed (if used regularly). Last message 45 days after the purchase. The website pop-up will appear 30 seconds after the customer has been on the website

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Pitch 2: Try this recipe at home using the Slurrp Farm Pancakes, Nut Mix Powder, and Coconut Sweetener. Your Kids will love it in the evening snacks 🤤

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Frequency and Timing of Pitch 2:

• The medium of the pitch will be a WhatsApp remarketing message and Instagram Posts
• Timing and frequency of the message- The first message, 15 days after purchase, is about the recipe that can be made using the product that the customer has purchased. The second Message will be 30 days after the purchase showing the recipe of a dish made using the product purchased and any other product (like Superfood). Last message 45 days after the purchase

Success Metric

• Repeat Frequency: Inprove the natural frequency of the purchase from casual to core frequency (as mentioned in the table above)
• The AOV of the orders is remained constant or increased in subsequent orders

Segmentation: Churned users

This campaign is designed for a mother of a child mom who is a causal user. Casual Child Moms make their first order in the Toddler Cereal category, experiment with the product, and likely drop after 2/3 of purchases.

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The churn factor can be explained below:

1) The product is expensive or a cheaper alternative is available

2) The taste of the product is not liked by the child

Goal

• Showcase how the taste of the slurrp farm product can be enhanced using superfoods (coconut powder/ Jaggery Powder, Nut Mix Powder)

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Pitch + Content + Offer

Mix the Slurrp Farm Coconut Powder while making a the vanilla milk mix for your child and give a slurpy taste to the drink 🤭

Frequency and Timing of Pitch 2:

• The medium of the pitch will be a WhatsApp remarketing message + Instagram Post
• Timing and frequency of the message- First message 1 day after every delivery of the product. The second message will be sent after every 35 days till then the product would have been completely consumed (if used regularly). This is to remind the customer that how easy and fast it was to feed Milk to the child. The Instagram post will be posted every month

Success Metric

• The customer purchases the previously purchased product (before dropping) with a superfood enhancer

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