Product

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WorkIndia, a two-sided job marketplace, connects job seekers and employers in the blue and grey collar sectors, and has grown to an ARR of over 10M USD. The platform caters to individuals with limited academic qualifications seeking jobs in fields like delivery driving, tele-calling, and cooking, offering potential earnings from 10-50k INR. WorkIndia provides various job types, including full-time, part-time, and work-from-home positions.

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Employers, primarily small and medium-sized businesses (SMBs), subscribe to premium plans costing between 5,000 to 10,000 INR annually to post job vacancies on the WorkIndia website and Android app. Job seekers use the WorkIndia app to apply for these positions, leveraging the skills and qualifications detailed in their profiles. WorkIndia’s relevance algorithm curates valuable job recommendations for candidates based on criteria such as skills, qualifications, salary expectations, location, and time to hire.

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How Workindia makes money

1. Subscription-Based Model: WorkIndia offers large corporations & SMBs access to a pool of relevant & qualified candidates through a subscription-based model, generating recurring revenue for the company.
2. Advertising: WorkIndia also generates revenue by offering targeted advertising on its platform, relevant to both job seekers and employers.

For candidate the Job Search app is totally free.

Reviews on App Store

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Sample of reviews - both positive and negative.

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Review Summary

1. Positive - Relevant jobs, no fee charged, directly call to HR
2. Negative - no jobs found in my location, profile update issue

Ideal Customer Profile

Use cases for Workindia Job Search App-

1. Experienced restaurant chef looking for a better paying job in nearby locality
2. 10th or 12th pass fresher looking for part-time/WFH jobs to support their education and family
3. Fresh college accounts graduate looking for their first job in Account related field
4. Graduate people in tier 2,3 cities looking for job in nearby metro cities
5. House cook looking for more part time opportunity
6. Warehouse worker with bike driving skill looking to get employment in newly emerged e-commerce delivery sector jobs

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TAM, SAM, SOM Calculations

• Total Population - 1.4 Billion
• Workable Population (Age: 15-59) - 847 Million
• • Male - 443.5 M; Female - 411.5 M

*Numbers are in million

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Tier wise working population

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Sector Wise cut

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Effective TAM split by Tier & Sector.

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SAM: This is the segment of the TAM targeted by your products and services which is within your geographical reach

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SOM: This is the portion of SAM that you can realistically capture, considering competition and other constraints.

Workindia has ~57 Million SOM across India.

Growth Objective

Workindia aims to double its DAU user base from 500k to 1000k, primarily focusing on ICP 1 and ICP 4. This growth will build the supply for onboarding employers across various job categories and successfully fulfils their hiring needs.

Acquisition Channels

Current Scenario: Workindia spends approximately 62 lakhs monthly, resulting in around 10 lakhs monthly downloads, with 46% new users and 56% returning users.

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Top 2 acquisition levers -

1. Organic - 334k
2. 1. Playstore - 260k
   2. SEO through workindia website - 74k
3. Paid
4. 1. Google - 245k (Spend - 29 lakhs/month)
   2. Meta - 140k (Spend - 20 lakhs/month)

Organic Channel

ASO Strategy for Workindia

Significant portion (26%) of monthly downloads come through the app store. ASO will enhance ranking for relevant keyword searches by ICP, which can be categorized into:

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Apart from this, following metrics needs to be optimized -

1. App Store Ratings
2. App Store Reviews
3. App Store Presentation

This will further boost the ranking in related category apps and trending section.

Experiment 1 - Including 'work from home' and 'part time jobs' keywords in app store creatives will boost rankings for these searches. Workindia already trends at the top for WFH jobs and can leverage this for part-time jobs as well.

Experiment 2 - Adding testimonial content on the app store creatives to increase the trust highlighting aspect like - "No consultation charges", "100% free consultation".

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SEO on Workindia website

Workindia gets 74k monthly downloads through search traffic on website. They can really improve their SEO strategy to get ranked top for relevant keywords. Search keywords can be classified as:

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Keywords like "Work from home jobs", "Part time jobs" are captured at top rank by Naukri, Olx.

Experiment 1 - Create category wise curated list of jobs with category name mentioned in the URL to rank better. "Work from home" and "government jobs" url link will help Workindia rank. better for these top keywords and capture search traffic.

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Experiment 2 - Create backlinks to be used in related websites Quora pages for jobs or Resume builder websites. This will help us capture related keywords traffic from search as well.

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Paid Advertisements - Google & Meta

Google - Currently Workindia is getting ~245k monthly downloads after spending 29 lakhs, with CAC around ~12 INR per download. Split of downloads:

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• What's working well -
• • Campaigns can be targeted at city wise level - 80% traffic currently coming from top 10 cities
  • Can be optimised on core actions of user like - calling HR, applying for job after download
• Challenges -
• • Scaling campaign takes time, as the algorithm takes time build learnings
  • Organic traffic cannibalisation occur sometimes

Meta (Facebook & Instagram) - Currenlty at 140k downloads after spending 20 lakhs per month, with CAC ~14.3 INR per download.

• What's working well -
• • Reels or short form trending content is working well
  • Scaling campaign is easy
• Challenges -
• • Campaign targeting at city level is not working well, only 50% of the spend is going on top 10 cities (target is 80%). Also difficult to optimise on any core candidate actions
  • During shopping festival like Flipkart's BBD, CAC shoots up, which is a risk.

Experiment 1 - Creating testimonial ads in short form content to boost trust with focus on messaging - "No consultation fee/ 100% free", "Directly Contact HR", which will solve for trust issues on the app.

Experiment 2 - Targeting Tier 2/3/4 candidates, through messaging like - " High paying job available in nearby cities", "Get a job in nearby city within a week"

Experiment 3 - Based on the learning, most of the time candidates don't know which job to apply. Creating awareness content in the ad - "If you can speak english, earn 30k by applying on the job"

Metrics to track across different channel

1. Visitors to Download - Across Different channels
2. CAC; CAC by LYTV
3. Download to Activation across different channel
4. Activation to core action (applying on jobs) across different channel

Addressing the pain points of ICP segments 'Young Guns' and 'Rural Hustlers'—such as trust and awareness issues, and educating them on various sectors and high-income opportunities—will allow WorkIndia to significantly optimise its acquisition strategy across different channels.

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