Growth Model Design project | FlipkartHealth

About Flipkart Health+

Flipkart Health+ is a digital healthcare marketplace platform owned by the Flipkart Group, India's homegrown consumer internet ecosystem. It aims to provide millions of customers nationwide with access to quality and affordable healthcare through genuine medicines and healthcare products delivered to them.

North Star Metric

The state of the Organization is in Mature Scaling and hence the North Star Metric for FKH+ will be Revenue

Building the Growth Equation

Revenue = f(New Customer Revenue+ Repeat Customer Revenue + Resurrected Customer Revenue)

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This can be further broken down to

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NC Revenue = NCs in a year *NC AOV

RC Revenue = RCs *Order Frequency in a year *Repeat AOV

Resurrected Revenue = Resurrected Customers *Order Frequency in a year *Resurrected AOV

This can be further broken down to

NCs = f(Organic, Referral, Paid)

RCs = f(Total Customer Base * RR)

Resurrected Customers = f(Churned base*Resurrected Rate)

Nuke Scenario

To begin with we will look at what will be the Revenue Modelling for FKH+ if we were to pause all the New Customer Acquisition spends

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In case the company decides to stop spending on NC acquisitions, the monthly Revenue Rate will be dropping to less than half - INR 63Cr to 29Cr

Incremental Growth Modelling

In order to solve for Growth, the first set of initiatives taken are to improve the Retention and Resurrection Rate by taking a few initiatives which have been highlighted in the consumer surveys and identified as the key leakages in retention

1) Fixing Prescription Fill Rate through better Availability in Key Geos

2) Introducing Cashback for next purchase to drive better lockin of customers

3) Improving Speed of Delivery in Top Geos where Speed as been identified to be highly sensitive to Retention

4) Creating Sale Events to capitalize on key Buying occassions for the customer

These initiatives will not only help in improving retention and resurrection rates but also help shape up the customer spends on the platform

Retention-led Growth

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The modelling for incremental Revenue growth the retention led initiatives is highlighted in the tables below

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We are able to unlock ~170+ INR CR worth of Incremental Annual Revenue through the said Initiatives

New Customer Growth

Initiatives

To Solve for New Customer Growth we will be launching a New Channel of Acquisition wrt leveraging the Flipkart App to redirect new trials for Flipkart Health

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This will further lead to Repeat Transactions, thereby leading to further Revenue Growth