The '9-5' Machas

The New Gen Family Man

Ms Early Career

18-30

30-44

18-24

Primary user: Male

Primary user: Male

Secondary user(s): Female, Senior citizen or underage minor

Primary user: Female

Single

Married

Single

NA

1-2

NA

Employed

IT, BFSI, FMCG, Startups, MNC etc

Employed

IT, BFSI, FMCG, Startups, MNC etc

Employed

OR, still studying

Bengaluru

Bengaluru

Bengaluru

Alone or with flatmates (friends or co-workers)

With family - either joint family or nuclear family

Either in PG with flatmates

OR, with family

Bachelor’s Degree holder

Bachelor’s Degree holder

Depends

60k-1L+ p.m.

1L-3L+ p.m.

Student : Family sponsored

Employed: 30K to 80K p.m.

1. Social - Instagram, LinkedIn, Twitter

2. Finance - Zerodha / Groww / Uptsox

3. Entertainment - Netflix or Hotstar

1. Social - Facebook

2. Finance - Zerodha / Groww (if they even)

3. Entertainment - Netflix or Hotstar or Prime

1. Social - Instagram

2. Finance - Zerodha / Groww

3. Entertainment - Netflix

1. Primarily at work

2. Then leisure with flatmates / friends

3. Movies, night out, experienced

1. Primarily at work

2. Then with family

3. Barely any free time

1. Education/Job
2. Coaching/Upskilling/Part-time
3. Extra curricular

1. House expenses

2. Leisure

3. Savings

4. Contributing to home expenses

1. House expenses including EMI

2. Travel (outstation)

3. Leisure

4. Family obligations (e.g. parent’s medical)

5. Savings

1. House expenses (if applicable)

2. Leisure

3. Savings

1. Financial - ETMoney, Finshots

2. General news - from social

3. Social - Feed from Instagram / Twitter / LinkedIn

1. Financial - ET newspaper

2. General news - Times, Google /Apple news

3. Social - Feed from Facebook

1. Financial - ETMoney, Finshots

2. General news - from social

3. Social - Feed from Instagram

₹120/-

₹65/-

₹65/-

~ 5 to 7 bookings per week

~8 to 12 bookings per week

~ 5 to 7 bookings per week

Moderate

Demand is elastic since they do search for lowest price during non-peak hours.

High

Value safety & reliability above all else for family hence they will opt for NY.

Moderate

Demand is elastic since they do search for lowest price during non-peak hours.

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“Need to commute to work on time & in a cost effective manner”

“Need to get to work on time; also don’t want to drive so that I can work during commute & I don’t need to find parking space.”

”Can’t always drive my family around - need a reliable service which can do this during my absence.”

“My parents are always worried about me travelling in the city - I want a service which is reliable so that everyone around me can chill out.”

Goal

Type

ICP1

ICP2

ICP3

Primary

Functional

“Need to get myself from {A} to {B} on time for work or leisure”

“Need to get {myself/someone/parents/wife/kids} from {A} to {B} on time”

“Need to get myself from {A} to {B} on time for work, studies or leisure”

Secondary

Financial

"Want to keep my cost to the minimum since commuting is a controllable expense for me.”

"Want to keep my cost to the minimum since commuting is a controllable expense for me.”

"Want to keep my cost to the minimum as i can save some money”

Personal

NA

“Value safety & reliability above all else”`

“Value safety & reliability above all else”`

1

User completes {1} ride within {7} days of downloading the mobile application

The actual activation of the customer should probably be to complete 1 trip to experience the aha! moments embedded in the journey

2

User completes {1} booking within {7} days of downloading the mobile application

The lowest bar of activation should probably be to complete 1 booking to experience the aha! moment by receiving a match under a min, end result doesn't matter because they will try again to book if it gets cancelled.

3

User completes their second ride within 7 days after their initial ride.

If they are coming back, they have realised the value at some point in the journey

4

A user books at least 5 rides within their first 14 days of app usage

This trend will help us identify potential power users and map their recurring demand (if any) and User segmentation via frequency mapping

5

User gives {2} ‘4-star +’ ratings within the first {6} rides for ride experience

This is a retention metric that will directly correlate to user experiencing delight during his trips. Potential power users who are happy with the flow of events using Namma Yatri

Installs

Where are people installing the app? Is NY currently serviceable in that area? New Launch?

Searches

Where are users searching for a ride? Do we have drivers in those hotspots? if not, how far are they?

Bookings

Where do bookings take place? How long after the user searches for a ride? What is the booking frequency?

Trips

How many trips are completed per day, week, month? to track growth

Cancellations

Where are trips canceled by the user? Why are they cancelled?

Churn

Where do people search but don’t book? Which step do they drop-off? Is it because they don’t get the right preference for the car or is it because of the price?

Retention Cohorts (D7,D14,D30)

Where do we get repeat customers from? Where do we get the most valuable customers from?

Conversion Rate

What’s the conversion rate of those requests in terms of rider acceptance? Where and when do riders don’t accept bookings?

Completion Rate

What’s the completion rate of the trips started?

Origin- Destination Pairs

What are the top O-D pairs in a city? What are the top O-D pairs of most profitable trips?

Paths

What are the most common paths that repeatable users take?

Total Driver Supply

What is the total number of drivers & how many of them are off-duty or full-time drivers?

Acquisition channel attribution

So that I can double down on the “good” channels & conduct RCA on the “bad” ones

1 star and 2 star reviews on Play store

What are the main problems faced by customers that are solvable?

feature requests on play stores/ forums/ social media channels

To add features that our power users are demanding to retain them for the experience

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