Doing Partnerships Led Growth Project

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Doing Partnerships Led Growth Project

RTIwala + OfBusiness to Turn On their Business!

Whole Customer Journey

RTIwala + OfBusiness to Turn On their Business!

Explain your selection here: Around 27% of our B2B users are coming to us for issues related to Govt contracts, tendering process, delays in payment, cases of bribe or favouritism from Govt Officials and similar issues (we call them B2G segment). 40% of them are direct customers of OfBusiness.com and the remaining 60% of them could be potential customers who purchase such raw materials at a very big volume.

Step 2

Map the user journey for your product on whimsical. Identify gaps in service, possible customer pain points, and customer requests for a particular feature. Based on your analysis, explain if the partnership can close gaps in service, solve for customer pain-point. Can you build the requested feature yourself? If no, can partnership solve for this?

Post whimsical links/images here : A good number of products for common users engaged in Building and Construction Businesses

We can first list on each other’s website to see the engagement and secondly after the delight moment or when the RTIwala user’s issue is resolved and they’re happy we can introduce OfBusiness to them. Similarly, OfBusiness do a small survey and proposes our solutions to their users who are engaged in Govt Contracts and Tendering.

Step 3

Conduct a litmus test to check whether your product is ready for partnership.

Question	Yes/No
Do you have Product-Market Fit?	Yes, we’ve processed 12,000 Orders and gathered more than 39,000 users so far out of which around 27% of users are those who participate in the Construction or Public Tendering process. We’ve 6:1 LTV : CAC ratio as our LTV is 649 and CAC 92. And, around 30% of the customers are coming through WoM/Referral.
Are you finding it difficult to acquire new customers or enter a new market?	Yes, it is a little hard for us to reach more customers from that Construction/Govt Contractors.
Are you looking to drive power usage?	Yes, as you can see most of those customers have an average transaction of 7.9
Do you have customers making requests for an integration?	No, not as such but we’ve a common customer base.

Final litmus test result: Almost every customer of ours in the B2G segment can be a potential customer for OfBusiness.com whereas around 70% of their customers who are somewhat dealing with the Government, directly or indirectly can be benefited through us.

Apply the Partnerships Framework

Go to each page to step-by-step formulate your partnership strategy

Step 4 - Identifying the right partner

State the following for your product:

Who is your ICP?
What are your brand values?
What is your current market? (Types of companies, industry sectors, geographical reach)
Create a list of possible partners and perform a partner fitment test.
What does your partner gain from this partnership?

Explain your ICP here: CXO at Rs 5-100 Crore Construction Firm residing in Tier 1/2 City. Engaged in Govt Tendering/Construction business from 0-5 years or more.

Mention your brand values here:

Explain your current market here:

Share your list of possible partners here: 1. tenderdetail.com 2. tendernews.com 3.tendersinfo.com 4. thetenders.com 5. tendersontime.com 6. globaltenders.com

Perform a partner fitment test using the template below

Questions you should ask	Partner 1	Partner 2	Partner 3	Partner 4	Score
Is our goal aligning?	Yes	Yes	Yes	Yes	4
Do we have customer requests?	Maybe	No	No	No	0.5
Does our ICP match?	Yes	Yes	Yes	Yes	4
Will our brand image improve?	Yes	Yes	Maybe	Maybe	3
Do our brand values match?	Yes	Maybe	Maybe	Maybe	2.5
Can I increase the price of my product after the partnership?	Yes	Yes	Yes	Yes	4
Will the partnership let me enter new markets?	Yes	Yes	Yes	Yes	4

Step 5 - Outreach strategy

Create a list of possible PoCs

Mention your PoC list here :

Ruchi Kalra, Cofounder at OfBusiness
Asish Mohapatra, Co-Founder & CEO- OfBusiness
Bhuvan Gupta, Cofounder and CTO @ OfBusiness
Govind Bhasker, Director of Projects at OFB
Ankit Choudhary Manager - Growth and Revenue at OfBusiness
Shashank Mehrotra, Chief Manager at OfBusiness

Use the decision framework to finalise your first outreach PoC

PoC Contender	Do they have high intent to make the partnership successful?	Would their motive align with you to make the partnership successful?	Are they likely to respond quickly?	Have they worked on partnerships in the past?	Would they have the bandwidth to pull off the partnership?	Can they align various stakeholders and teams to build the partnership?	Score
Contender 1	Yes	Maybe	Yes	Yes	No	Yes	4.5
Contender 2	Yes	Yes	Yes	Yes	No	Yes	5.5
Contender 3	Maybe	Yes	Yes	Maybe	No	Yes	4
Contender 4	Yes	Yes	Yes	Yes	Yes	Yes	6
Contender 5	Yes	Yes	Yes	Yes	Yes	Yes	6
Contender 6	Yes	Yes	Maybe	Maybe	Yes	Yes	5

Scoring Method Yes - 1; Maybe - 0.5; No - 0

Step 6 - First Call Design

Create your first call design with the partner PoC. Divide it in terms of what you will do:

Before the call

Research your partner’s current goals (what do they talk about on their website, social handles, content blogs, recent events, other resources)

Write partner’s current goals: Solving buyer and seller issues, resolving disputes related to late or no payment

Do these goals align with your current goals?

Justify your reasoning here: Yes, issues related to late or delayed payment, wastage of raw material and stalemate of the projects are some of the bigger concerns for all of us

Why should the partner consider you? Perform a competitive analysis + identify mutual customer pain points to find your edge against the competition

Competitive Analysis Template

Comparison Metric	RTIwala	OnlineRTI.com	FileRTINow	Local Lawyer	Any Law Firm
Metric 1 : Number of customers	>10k	>100k	>40-60k	<1k	<4k
Metric 2: Success Rate	93%	Around 50%	<50%	<30%	<40%
Metric 3 Customized Offerings	Yes	No	No	No	No
Metric 4 : Big overlapping customer base	Yes	Maybe	Probably no	Certainly not	Certainly not
Metric 5 : Dedicated Partnership Team/Division	Yes	Maybe	Probably no	Certainly not	Certainly not

Create a value prop for your partner

Submit your value prop design here : RTIwala has a dedicated Partnership Team which will help in achieving the common objectives of the partnerships. Secondly, RTIwala has recently started getting reactions vis-a-vis existing players but we were more focused on Client’s success where the OfBusiness and our values are aligned and make us a much better partner than any of our competitors.

During the call

Create a conversation design for your first call with your partner PoC. Set expectations, discuss how your joint solution benefits mutual customers, build trust, outline deliverables

Optional: Take a feeler on possible GTM opportunities you could explore

Submit your conversation design here: Chronology: Quick intro of the teammates, particularly the Partnership Lead. Followed by understanding and experience of our mutual customers. Scope of partnership: What is included and what not along with why. Common Minimum Milestones along with Phases of Partnership Development GTM of those 3 Phase plan Partnership succession plan Crisis mitigation plan, arises

After the call Create a summary that you’ll send to your partner PoC

Submit your summary here: Sharing a brief summary of the discussion and next course of action along with meeting date/time availability.

Step 7 - Company buy-in and alignment

Mention your stakeholder and team concerns for this partnership. Explain how would you address each concern.

Stakeholder concerns: Briefing the key stakeholders, gathering the common ICPs and then testing the partnership with limited people

Product team concerns: Customise post check-out/transaction page and message.

Marketing team concerns: Creating co-branded marketing assets

Sales team concerns: Pitching offering to their select repeat/loyal customers

Step 8 - Building Trust

Solving for trust and engagement with the partner

Create a strategy for building trust with your partner at each step of the partnership
Create a strategy to improve transparency between you and your partner
Create a strategy to increase engagement with your partner </aside>

Strategy for trust building: Direct access to the CEO’s contact number and his dedicated weekly office hours for the Partnership project. Weekly/bi-monthly progress check and course correction strategy for better alignment of resources. Dedicated SPOC and human resources.

Strategy for improving transparency: Common dashboard for the lead capturing, GA4 Sharing link and bi-monthly progress review meetings.

Strategy for increasing engagement : Dedicated fund for paid campaigns, joint campaign development and review meetings. Detailed User research before new campaigns and a dedicated CS personnel for campaign success.

Step 9 - Plan and Launch GTM

Before creating your GTM strategy, answer these questions:

What is the problem you are solving for? : Helping businesses engaged in Govt Tendering/PWD Construction to get responses, dues and timely responses from the Govt and assisting in Govt Tendering process.

Is there a demand for your offering? : Revenue expenditure of India's central and state governments on public works in FY 2018 was Rs161,000,000,000

Who’s your brand offering for? CXOs and Managers of Businesses engaged in PWD/CPWD Tendering

Where does your ICP spend most of their time? : Field, Government Offices, YT, Facebook and Whatsapp

Co-marketing Activity	GTM stage (Pre-launch, Launch, Post-launch)
Creating FOMO for the people engaged in CPWD/PWD/Govt Procurement/Tendering through social media posts + website banners	Early Pre-launch
Opening the registration for the early adopters through social media posts + newsletters + WhatsApp/SMS those who opted in	Late Pre-Launch
Offering discounts and coupons to registered early adopters via Email/WhatsApp	Late Pre-Launch
Launching the Co-branded webpages at OfBusiness & RTIwala website	Launch
Offering discounts and coupons as website banners for more awareness	Launch
Bragging the traction/numbers	Post Launch
Doing polls and Q&A sessions with Delighted users	Post Launch
Bragging 100 user cases/delighted customer testimonials	Post Launch