GTM Strategy - BAF 24

Pre GTM

Problem & Context

It's November. Our goal is to grow the partnership with the Bangalore Apartment Federation (BAF) to achieve a revenue target of 5 lakh between November and December. Over the last four months, we’ve only managed to generate 1.67 lakh revenue.

The average apartment size is 8.5 lives, with an AOV of ₹3,650 per life for the full-stack (OPD + IPD) offering and ₹365 per life for the OPD-only offering.

In the last meeting, BAF committed to giving us two WhatsApp broadcasts and one PR event by December end. Given these limited channels, we need a strong, revamped offering to maximize conversions and lay the groundwork for continued growth and full-stack adoption in 2025.

Goal

Achieve 5 lakh between November and December through onboarding apartments for the OPD-only and Full-Stack (OPD + IPD) offerings, with an average of 8.5 lives per apartment and AOVs of ₹365 (OPD-only) and ₹3,650 (Full-Stack).

Target Reach & Outreach Channels

• WhatsApp: Expected to contribute ₹338,173 from 28 apartment conversions (19 OPD-only, 8 Full-Stack).
• PR + Website: Expected to contribute ₹148,920 from 12 apartment conversions (8 OPD-only, 4 Full-Stack).
• Total Revenue: ₹487,093 from 40 apartment conversions (27 OPD-only, 13 Full-Stack).

Revenue Calculation

Ideal Customer Profile (ICP)

• Primary Decision-Makers: Apartment associations and RWAs under BAF looking to fund health plans for the RWA workers from the common pool.
• Decision-Maker Segments:
• 1. Cost-Conscious Insurance Seekers: Associations looking for affordable insurance options with basic but comprehensive coverage.
  2. Basic Coverage Initiators: Associations wanting a minimal entry-level option, such as OPD-only plans, due to existing insurance coverage or budget constraints.

User Segmentation

WhatsApp Distribution Document

PR Distribution Document

Sample Pitch Copy

Project Planning

Cross-Functional Alignment

During GTM

Milestones

1st Comm: Post-Launch Initial Engagement Update

• When: Nov 20 (after Initial Interest Collection)
• Objective: Provide an update on initial engagement metrics and gauge the campaign's early traction.
• Metrics to Share:
• • Total Inquiries: Progress toward the mid-campaign target of 50 inquiries (split by WhatsApp and PR).
  • Initial Feedback: Summary of early feedback or questions from RWA decision-makers.
  • PR Reach: Media mentions or coverage achieved so far to assess additional buzz.
• Stakeholders: Deepti, Shubham, BAF Team, Clinikk Core Team
• Next Steps: Highlight any necessary adjustments in messaging or follow-up strategy.

2nd Comm: Mid-Campaign Performance and Data Submission Update

• When: Dec 10 (after Follow-up WhatsApp Message)
• Objective: Report on mid-campaign performance, focusing on engagement, inquiries, and data submissions.
• Metrics to Share:
• • Cumulative Inquiries: Total inquiries received, aiming for full progress toward 100 inquiries.
  • Data Submissions: Status of data collection, aiming to reach the 50 data submissions target.
  • Follow-up Message Engagement: Any noticeable feedback after 2nd WhatsApp message.
• Stakeholders: Deepti, Shubham, BAF Team, Clinikk Core Team.
• Next Steps: Outline anticipated conversions and expected final data submission push, ensuring stakeholders are aware of the remaining steps toward campaign completion.

Post GTM

User Calls

Macro Objective:

Understand the factors that drive interest and conversion among RWA decision-makers for the healthcare initiative launched in partnership with BAF.

Micro Objectives:

1. Source of Awareness: Identify how RWA decision-makers learned about the initiative.
2. Conversion Drivers: Understand the factors that influenced the decision-makers to show interest and share data.
3. Barriers to Conversion: Explore any hesitations or challenges that prevented some decision-makers from progressing to data sharing or payment.
4. Perceived Value: Assess which features or aspects of the health plans are most valued by the RWA decision-makers.
5. Decision Process: Understand the typical decision-making cycle within RWAs for adopting health plans for their workers.

Design Questions:

For Micro Objective 1 - Source of Awareness:

• How did you first hear about the BAF healthcare initiative?
• Did the initial message through WhatsApp or PR grab your attention immediately? Why or why not?

For Micro Objective 2 - Conversion Drivers:

• What aspects of the health plans prompted you to consider this initiative for your RWA workers?
• Were there specific features or benefits that stood out to you?

For Micro Objective 3 - Barriers to Conversion:

• Did you have any hesitations or concerns before deciding to share data with Clinikk?
• Was there anything specific that held you back from making a payment after showing initial interest?

For Micro Objective 4 - Perceived Value:

• What features of the ₹1/day and ₹10/day plans do you find most valuable for your RWA workers?
• Are there additional features you would have liked to see included in the plan?

For Micro Objective 5 - Decision Process:

• Could you walk me through the decision-making process within your RWA for adopting initiatives like this?

Analyze Responses

• Look for common themes across user calls to understand what drove conversions, what barriers existed, and what value decision-makers saw in the plan.
• Use survey responses to validate these themes on a broader scale.
• Summarize findings into key takeaways that can inform future strategies, such as potential improvements to the plan, better messaging for outreach, or addressing specific barriers in the decision-making process.

GTM Debrief Note

This debrief summarizes key insights from the GTM campaign, user feedback, and engagement metrics, helping us validate hypotheses and identify areas for improvement.

GTM Performance Summary

Campaign Insights

1. Channel Effectiveness:
2. • WhatsApp generated strong engagement, hitting 90% of target inquiries.
   • PR + Website added reach, accounting for 30% of inquiries and validating a multi-channel approach.
3. Conversion Funnel:
4. • Interest to data sharing conversion was slightly above target, indicating strong initial interest.
   • Data sharing to payment conversion was slightly below target, highlighting some barriers at the payment stage.

User Call Insights

Actionable Insights

1. Enhance Educational Messaging: Address common questions on coverage and claim processes to reduce drop-offs.
2. Explore Mid-Tier Plans: Introduce an intermediate plan for RWAs wanting more than OPD-only but not ready for full-stack.
3. Flexible Payment Options: Offer staggered payments to ease cashflow issues for smaller RWAs.
4. Strengthen Community-Centric Positioning: Emphasize the benefits for community well-being, as this resonated strongly.

Conclusion

The GTM strategy was effective in creating awareness and engagement, meeting most key targets. With refinements in messaging, payment options, and plan offerings, future campaigns can further boost conversions and empower RWAs to support staff health more effectively.​​