Acquisition project | Mega Poker

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Acquisition project | Mega Poker

Understand the Project	Project Description
Understand the User	ICP Creation - 5 people interview
Prioritize 2 ICP using the prioritization Framework
Understand the Category	Competitor Research
Understand Acquisition	Calculate TAM, SAM & SOM
Define Core Value Prop (CVP)
Define the Stage of the Product
Design JTBD for AC
If Early Scaling	Identifying white space for experimentation within current channels
Detail Out Experiment 1
Detail Out Experiment 2
Detail Out Experiment 3

Understand the Project:

Product: Mega Poker

Use Case: The user can play poker online by depositing money and can earn money

App ScreenShots:

Understand the User

Initially, I outlined both macro and micro goals, and designed interview questions:

Macro Goal:

Understanding Acquisition

Micro Goal:

Understanding Market Size & Demography
Understanding Acquisition Channel
Understanding Frequency of Use
Understanding Appetite to Deposit

After conducting interviews with five individuals and consulting with the customer support team, I identified four primary professional profiles as outlined below.

Micro Goal	Queries	ICP-1	ICP-2	ICP-3	ICP-4
Understanding Market Size & Demography	Profession	Small Business Owner	Working Professional	Desi Men	College Student
Understanding Market Size & Demography	Age	35-50	25-40	18-30	18-25
Understanding Market Size & Demography	Gender	Male	Male	Male	Male
Understanding Market Size & Demography	Goals	P1: Entertainment P2: Earn Money	P1: Entertainment, Challenge P2: Earn Money	P1: Earn Money P2: Entertainment	P1: Earn Money P2: Entertainment
Understanding Market Size & Demography	Location	Tier 2	Tier 1	Tier 2/3	Tier 1/2/3
Understanding Market Size & Demography	How many shop owners/colleagues/Friends/Family play?	Moderate	Limited	Extensive	Limited
Understanding Acquisition Channel	From where they got to know about GetMega	Through friends	Online advertisements	Through friends	Online advertisements
Understanding Acquisition Channel	What language do they use as a medium to communicate	Hindi, Gujarati, Marathi	Hindi, English	Hindi	Hindi, English
Understanding Frequency of Use	Where do they spend time? What are their interests?	Work, Business, community events, family time, Entertainment	Work, Hobbies, Entertainment	Socializing, Entertainment	Studies, Entertainment
Understanding Frequency of Use	How often do they play in a week?	2-3 times	1-2 times	Daily	2-3 times
Understanding Appetite to Deposit	Income levels	Middle to Upper-middle	Middle to Upper-middle	0 - 50k per month	0
Understanding Frequency of Use	What do they value more: Time, Money	Money	Time	Money	Money
Understanding Appetite to Deposit	Relationship Status	Single, Married	Single, Married	Single, Married	Single
Understanding Appetite to Deposit	Lives with	With Family	Single, Family	With Family	With Family

I also tried to gather information about the apps used by each of our Ideal Customer Profiles.

Category	Apps	Small Business Owner	Working Professional	Desi Men	Students
Social Networking	Facebook, Instagram, Twitter, LinkedIn, Snapchat	Y	Y	Y	Y
Messaging	WhatsApp, Messenger, Telegram	Y	Y	Y	Y
Video Streaming	YouTube, Netflix, Amazon Prime Video	Y	Y	Y	Y
Music Streaming	Spotify, Apple Music, Google Play Music, Gaana	Y	Y	Y	Y
Shopping	Amazon, Flipkart, Myntra	Y	Y	Y	Y
Payment and Wallet	Paytm, Google Pay, PayPal, PhonePe	Y	Y	Y	Y
Food Delivery	Swiggy, Zomato	Y	Y	N	Y
Gaming	PUBG Mobile, Free Fire, Among Us	N	Y	N	Y
Education	Google Classroom, Khan Academy, Coursera, Duolingo	N	N	N	Y
Productivity	Google Drive, Microsoft Office, Trello, Evernote	N	Y	N	N
Health and Fitness	Fitbit, MyFitnessPal, Nike Training Club, Headspace	N	Y	N	N
Travel	Google Maps, Uber, Ola, Airbnb, TripAdvisor	N	Y	N	Y
News and Reading	Google News, Flipboard, Pocket, Medium, The Guardian	Y	Y	N	Y

Following the framework assessment, the prioritization of Ideal Customer Profiles (ICPs) is determined as follows:

Persona	Ease of Adoption	Frequency	Appetite to Pay	TAM
Small Business Owner	Medium	Medium	Very High	Medium
Desi Men	Medium	High	Medium	High
Working Professional	High	Low	High	Medium
Student	High	Medium	Low	Low

Based on the above framework prioritizing below 2 ICPs:

ICP Desi Men
ICP Small Business Owner

Understanding Competitors

Below are the top 3 competitors of Mega Poker:

Competitor	Description
PokerBaazi	An established brand in the industry.
Junglee Poker	A newer brand gaining popularity; previously known for Junglee Rummy.
MPL Poker	Offers a diverse selection of other games in addition to poker.

Understanding Acquisition

Calculating TAM, SAM, & SOM.

To calculate TAM, SAM, and SOM for Mega Poker, Let us first define those:

TAM: This includes anyone who plays poker, irrespective of the format (free, cash, tournaments), variant, or platform (online, offline), Globally.

SAM: This comprises individuals who specifically play Texas Hold'em cash games online in India, which is a subset of the TAM, since Mega Poker only has one variant of poker and only offers online cash games in India.

SOM: This represents the portion of the SAM that Mega Poker can capture.

Without specific market research data, it's challenging to provide exact numerical values for TAM, SAM, and SOM. However, we can estimate them based on assumptions:

Assume there are 10 million poker players in India.

Within that, approximately 30% play Texas Hold'em cash games online, leading to a SAM of 3 million players.

If Mega Poker captures 15% of the SAM, its SOM would be 450,000 players.

Core Value Prop

CVP: Winning Money

The core value proposition of the Mega Poker app is the chance to win money. Users are primarily motivated by the opportunity to earn financial rewards through successful gameplay

Defining JTBD

Job	Play Poker
Functional	- Seamless gameplay - Good rewards - Timely Withdrawal without any fee - Secure and Trusted
Personal	- Earn money & betterment of life - - Skill enhancement, development of strategic thinking and decision-making skills - Entertainment
Financial	- Earn Money - Generating supplemental income through successful play, building financial stability
Social	- Brag about money won to friends - Networking with other players, forming communities, and establishing status as a skilled player

Defining stage:

Mega Poker is in the early staging stage because it is still developing its user base,

Early Scaling Experiments

Detail Out Experiment 1: Organic

I've conducted keyword research and identified several cases that offer easy wins. These have been prioritized according to the framework.

Type of search	Keyword	Search volume	Difficulty to rank on seo	Effort To Rank on 1st Page	Time To get an Outcome	Expected CTR% At Target Position	Website Lands	Website land to conversion rate	Projected Installs	Installs Numbers	Prioritization
Competitor	pokersaint	5400	41	Medium	Medium	5%	270	10%	27	Low
Competitor	mpl poker	4400	40	Medium	Medium	5%	220	10%	22	Low
Competitor	pocket52	4400	51	Hard	Slow	5%	220	20%	44	Medium
The Use Case Topic	win poker	4400	25	Easy	Quick	10%	220	10%	22	Low	P1
The Use Case Topic	poker hands	49500	75	Hard	Slow	10%	2475	10%	248	V. High	P1
The Use Case Topic	poker rankings	2900	62	Hard	Slow	10%	145	10%	15	Low
The Use Case Topic	poker card rankings	2400	65	Hard	Slow	10%	120	10%	12	Low
Use case: Play Poker	poker games	27100	83	V. Hard	V. Slow	10%	1355	40%	542	V. High	P1
Use case: Play Poker	online poker	3600	74	Hard	Slow	10%	180	40%	72	High
Use case: Play Poker	play poker for real money	2400	43	Medium	Medium	10%	120	40%	48	Medium
Use case: Play Poker	play poker online	1300	72	Hard	Slow	10%	65	40%	26	Low	P1
Your Brand	getmega poker app	2400	0	Easy	Quick	50%	120	50%	60	High	P1
Your Brand	mega poker	1900	0	Easy	Quick	50%	95	50%	48	Med	P1

Based on the prioritization, the following keywords have been prioritized:

Use Case: Play Poker - Poker Games, Play Poker Online

Your Brand: GetMega Poker App, Mega Poker

Use Case Topic: Win Poker, Poker Hands

Considerations:

CTR for Competitor Keywords will be low, CTR for Own brand Keywords will be high
The landing page to Conversion rate will be low for competitor keywords and high for Own brand keywords

Detail Out Experiment 2: Referral Design

Referral Program Design
Define What's Brag Worthy	1. The user will brag about the money won by playing on Mega Poker App 2. Users take pride in recounting rare achievements, such as hitting a royal flush
Define Product's Platform Currency, Money Fame Dopamine, or Access	1. Primary: Money 2. Dopamine: The thrill of winning adds to the excitement
Define Who will ask for a referral	We will target active players who have achieved notable wins
How will the user discover the referral program?	Upon completing a gameplay session, users will encounter a popup banner on the main screen
What will be communication?	Hey Avi, I just hit a jackpot of 2500 bucks on Mega Poker! 💰🎉 Join Me In the Fun
How will the referee share the referral link/Voucher Code?	Users can share their unique referral code "New25" to receive a starting bonus of 25 rs to kickstart their experience
What would communication look like?	WhatsApp, SMS
How will referees track their referrals?	Users can easily monitor their referral progress through the dedicated "Refer and Earn" section within the app.
How will you encourage the referee to Continue referring	For each successful referral, users earn x rs. Upon their referral's first gameplay, they get y rs. After completing n referrals with gameplay, users unlock a milestone of (x+y)*n in their refer and earn wallet, unlocking an exciting z rs incentive!

In the below Image, I have shown the flow of users who has won, Upon completing a gameplay session, users will encounter a popup banner on the main screen

This is how WhatsApp landing page will look like to non-user:

Detail Out Experiment3: Product Integration

Taking only those apps that we have seen both our ICPs are using

Category	Apps	Small Business Owner	Desi Men
Social Networking	Facebook, Instagram, Twitter, LinkedIn, Snapchat	Y	Y
Messaging	WhatsApp, Messenger, Telegram	Y	Y
Video Streaming	YouTube, Netflix, Amazon Prime Video	Y	Y
Music Streaming	Spotify, Apple Music, Google Play Music, Gaana	Y	Y
Shopping	Amazon, Flipkart, Myntra	Y	Y
Payment and Wallet	Paytm, Google Pay, PayPal, PhonePe	Y	Y
Food Delivery	Swiggy, Zomato	Y	Y

App Category	Embedding Idea	Example Apps	Importance of Interaction	Value Added by Poker
Social Networking	Allow users to join poker games directly from platforms like Facebook or Instagram. Create poker groups or events for friends to play together.	Facebook, Instagram	High	High
Messaging	Enable users to initiate poker games and invite friends through apps such as WhatsApp or Telegram. Send game invitations directly within chat conversations.	WhatsApp, Telegram	Medium	Medium
Video Streaming	Integrate the poker app with platforms like Twitch or YouTube. Users can watch live tournaments while playing, enhancing their gaming experience.	Twitch, YouTube	Medium	Medium
Music Streaming	Offer poker alongside music streaming services like Spotify or Apple Music. Allow users to enjoy music while playing, creating a more immersive atmosphere.	Spotify, Apple Music	Low	Low
Shopping	Access the poker app while shopping on e-commerce platforms like Amazon or Flipkart. Offer in-app purchases for chips, enhancing gameplay during shopping breaks.	Amazon, Flipkart	Low	Low
Payment and Wallet	Integrate poker with payment apps such as Paytm or Google Pay. Enable seamless transactions for buying chips or joining tournaments directly from digital wallets.	Paytm, Google Pay	High	High
Food Delivery	Embed poker app into food delivery apps like Swiggy or Zomato for playing while waiting for your order	Swiggy, Zomato	High	Medium