Have you ever been in a situation where you need to buy medicines, supplements, or personal hygiene products, etc. but weren't able to get them yourself? Or you want to order the products for your family or friends?

Going to the pharmacy, parking your vehicle in an already crowded space or even on the road, standing at the counter with other customers, asking for specific products, some of which can be classified under taboo subjects can be demotivating. There has to be a solution, right?

There is! You can order these products and more, on an app, and they could just be delivered to your doorstep - in 2 hours.

Apollo 247 - The only app you need for all your healthcare, hygiene, wellness and fitness needs.

Core Value Proposition

1. Going to a physical pharmacy may not always be feasible - lack of time, ordering for someone else are pain points that are solved by the product.
2. Repetitive purchases such as sanitary pads, supplements etc. can be ordered easiy. A subscription feature is also available for the user to avail.
3. Qucik delivery of products ordered, usually within 2 hours, adds to the reliability of the service. Items are also well packaged.
4. Features such as online consultation as well as getting a prescription help users get their medicines in a seamless process, all in the comfort of one's home.
5. Lab tests can be scheduled by the user as part of the services provided in the app.

Ideal Customer Profiles

ICP - 1 - The ones who have retired

Overview

• Aged above 55, where no one in the household has a full time job - retired from work.
• They earn from passive income by investing in stocks and their planned retirement annuity payment.
• Typical purchase is a recurring order of medicines as well as vitamin supplements.
• Do not have an active mode of transport, depend on cabs to go anywhere - cannot stop at a store when using point-to-point cab services like uber.
• Value time over money even though they are careful with where they spend their income.
• Spend their time with any avocation picked up, watch news and browse mainly twitter & facebook, sometimes instagram.

Problem Statement for ICP - 1

• Older age comes with frequent purchases of medicines and vitamins. Recurring purchases can be a hassle especially if transport is an issue. A cab booked for the day costs around Rs. 1200. Ubering to a pharmacy and back would cost anyhwere between Rs. 300 to Rs. 400 rupees. Besides this, the user also has wait for the cab twice, wait for the order to be taken at the pharmacy and billed and return home.
• The user can conveniently add all items to the cart and checkout from the app, paying either digitally or with Cash On Delivery (COD) making the whole process easier to manage all within the comfort of their own home. The user receives their order within 2 hours. The user saves time as well as the minimum cab cost of Rs. 300 using the app.

JTBD for ICP - 1

• Functional Goal - The user receives all their ordered products, conveniently home delivered, in a timely manner, without having to step out of their home. The app helps the user manage their necessary medicines & vitamins, especilly with the subscription feature.
• Personal Goal - The user is able to maintain good health with the timely delivery of medicines that they are required to consume regularly.

ICP - 2 - The ones who have just settled down

Overview

• Aged between 25-35, these users are recently married or have just had a kid.
• They work fulltime jobs with salaries between 15-25 LPA
• The typical purchase is medicines, supplements as well as personal care and wellness items. This builds a recurring purchase pattern.
• Users usually travel by cab to workplace and back spending considerable amount on cab fares - around Rs. 6000 per month. Stopping on the way is not feasible and doorstep delivery is very convenient.
• Free time is spent of social media - Instagram, Twitter/X - but also going out and socialising. Maximum expenditure is on food - ordering in or eating out.

Problem Statement of ICP - 2

• The user has no time to go to the pharmacy and no feasible way of stopping at a pharmacy on the way home from office.
• The user requires their medicines, supplements and personal hygiene products the same day.
• The user can order the items on the app on the way back from their office and get them delivered to their home before they return from office or just after they return from office - 2 hour delivery.

JTBD for ICP - 2

• Functional goal - The user is able to get all their ordered products in a timely manner. Items related to personal hygiene, vitamins etc. can be put under subscription. For e.g., the user requires sanitary pads and can have them delivered to their house instead of having to stop at the pharmacy post working all day at the office.
• Personal Goal - The user can maintain a healthy lifestyle with the right products and supplements, delivered to their house in a timely manner as and when they require them.

ICP Overview:

An overview of the ICPs is given above. Based on the user calls, the following insights have been taken.

Q: Where did you first come across Apollo 247?

• ICP1:
• • "Apollo banner in the physical pharmacy which said "2 hour delivery".
  • "Apollo AD on TV"

• ICP2 -
• • "AD on newspaper"
  • "Word of Mouth" - friends and family

Q: Why did you choose to use Apollo 247?

• ICP1:
• • "I have no mode of transport. I have to book cabs everytime I need to go out. It is very convenient to order the medicines home. The trust with Apollo's brand pushed me to make my first order."

• ICP2:
• • "Easy and convenient way of ordering medicines. Quick delivery also helps."
  • "Convenient way of maintaining supplements without having to take the car out."

Q: How is Apollo 247 helping you?

• ICP1:
• • "Quick way of ordering medicines for me and my family without the hassle of going outside."

• ICP2:
• • "Helps me keep track of my supplements and stay organised with my medicine cabinet."

From the above insights, it is safe to conclude that the key user goals are primarily functional as the app helps users in staying organised and keep their medicine cabinet up to date. The secondary goal is a personal one where user stays healthy with a fully stocked medicine cabinet ensuring that the user takes medicines and supplements on time.

Onboarding Teardown

Activation Metrics

1. Hypothesis 1 - Completed one successful medicines or essentials order within the first week of downloading the app.
2. • If the user orders from the app, the user would have exeprienced the service of ordering medicines/essentials being home delievered in a timely manner.
3. Hypothesis 2 - Setting up of one subscription of medicines / suuplements within the first 30 days of downloading the app.
4. • A subscription is usually monthly, especially in the case of medicines or supplements. Someone who has to keep taking medicines would like to keep stock of their medicines/supplements with a monthly subscription
   • For example, one user buys 30 Vitamin supplements, which come in 10/strip, 3 strips at a time, using a subscription. This means that the user will come back within 30 days to order more or to pay for the order that is automatically placed through subscription.
5. Hypothesis 3 - Leaving a high rating on the app store
6. • A rating of 4 stars and above marks a sign of satisfaction for the user. The user is going out of their way to rate the app on the app store.
   • They are putting their own reputation at stake for this. This has a lot of value.
7. Hypothesis 4 - Completed one successful order by uploading prescription
8. • A user who goes to a clinic and comes out with a prescription can always buy their medicines at the attached pharmacy. But refilling of prescription is not as easy.
   • Uploading a prescription marks the user's intent to restock their medicines and this means that they will come back when they run out of medicines next time.
9. Hypothesis 5 - Using any lab test service within the first 6 months
10. • A lab test service for the app is conducted at the home of the user. The user picks convenience of the at-home tests over a clinic.
    • Booking through the app also ensures that the reports are saved in app and hence when any requirement of medicines or supplements comes up, the user is more liekly to use the app to order them.
    • Most users get a blood test done once a year (recommended by doctors)
11. Hypothesis 6 - The user becomes a Circle member
12. • The user can become a circle member by purchasing it.
    • Becoming a circle member ensures the user discounts and other benefits. The user will only buy the membership if they see themselves coming back to purchase frequently.

Metrics To Track

Quantitative

1. D1, D7, D30 - App store/ Play store App views & website visitors vs app downloads
2. D1, D7, D30 - App downloads vs app transactions - This is to understand whether there is something hindering the user from ordering/transacting post app download.
3. DAU / MAU
4. D1, D7, D30 - Retention Rate
5. Payment page drop off rate - if the delivery charge is high, this could lead to a drop off as user may want to order at a later time when they have a larger order value and free delivery.
6. Average NPS & CSAT
7. Number of orders per user & AOV based on different ICPs

Qualitative

1. Play store/ App store rating (4.4 Stars & 4.6 Stars respectively)