Ever felt that professional networking is all talk and no real connection?

Leap.club is a private, women-first community designed to help you build real, meaningful connections that boost your career and personal growth.

With over 25,000+ members and regular curated events, Leap.club has become a trusted space for women across industries to find mentors, opportunities, and lifelong friendships.

From professional meet-ups and personal branding sessions to hobby-based groups, Leap.club ensures there’s something for everyone. Whether you’re seeking career guidance, meaningful connections, or just a place to share your passions with like-minded women, Leap.club offers countless opportunities to engage and grow.

Join Leap.club and connect with a thriving community of women who are redefining what it means to grow together. Visit leap.club today to take your first step!

Understanding your ICP

ICP framework

​

ICP Prioritisation

Prioritisation Reasoning

1. ICP 1: Emerging Professionals

Why?

• High Ease of Adoption, Frequency, and Distribution Potential make this ICP ideal. 
• TAM is the largest among all ICPs, representing a significant growth opportunity.
• Although Appetite to Pay is Medium, this group lays the foundation for long-term engagement and future monetisation, as they are at the beginning of their career journeys.

2. ICP 4: Return-to-Work Professionals

Why?

• High Ease of Adoption and Frequency due to their strong motivation to rebuild careers and upskill after a break.
• TAM is substantial, offering a sizeable addressable market.
• Although Appetite to Pay is Medium, their high engagement levels and career-focused mindset make them a highly impactful segment to target.

Why Not ICP 2 or 3?

1. ICP 2: Mid-Career Women Leaders
2. • Despite having a higher TAM compared to ICP 4, their engagement levels would be low as many in this group would have relatively stable career trajectories, reducing the urgency for frequent platform usage.

2. ICP 3: Entrepreneurs/Founders
3. • Very High Appetite to Pay but a smaller TAM and only medium engagement levels, as they might see it as a short-term solution for specific business challenges rather than an ongoing community for professional and personal growth.
   • CAC may be higher for this group due to the need for personalised outreach or tailored offerings. Also, building trust with them may involve specialised campaigns, partnerships, or events, all of which demand higher resources leading to higher CAC. 

ICPs aligned with Leap.Club’s CVP

Leap.club’s core value proposition is to empower women to grow personally and professionally, with a strong focus on creating more women leaders. By fostering mentorship, networking, and skill-building, Leap.club helps women advance in their careers. The chosen ICPs—Emerging Professionals and Return-to-Work Professionals—align with this mission. ICP 1 lays the foundation for future leaders by supporting women early in their careers, while ICP 4 enables experienced women to rebuild and transition into impactful roles. Together, these segments ensure Leap.club fulfills its vision of driving more women into leadership.

​Understanding Core Value Proposition

For women who want to build meaningful connections and accelerate their careers, Leap.club is an exclusive women-only community that offers mentorship, curated events, and a supportive network to help them thrive both personally and professionally.

Understanding trends and tailwinds

1. Trends

Trend 1: Rising demand for women-centric platforms

• A LinkedIn report highlights that 85% of working women in India believe networking is crucial for career growth, yet only 22% actively network, showcasing a gap that platforms like Leap.club can address.
• Platforms such as SHEROES (a community platform for women in India) and JobsForHer (focused on return-to-work women) have seen significant adoption, with SHEROES reporting over 1 million active users monthly.

Trend 2: Shift toward hybrid and remote professional communities

• Post-pandemic, 74% of Indian professionals prefer flexible work and networking options, according to a study by Microsoft.
• Virtual networking events have seen a 65% year-over-year increase in participation globally, reflecting a preference for online-first professional communities.

Trend 3: Growth of women in leadership initiatives

• Companies in India have increased their women hiring rate by 25% in the past five years, according to a Deloitte report, driven by diversity mandates.
• The number of Indian women CXOs rose from 7% in 2017 to 17% in 2023, according to Grant Thornton, creating a growing market for leadership-focused communities like Leap.club.

2. Tailwinds

Tailwind 1: Government initiatives to empower women

• The Government of India’s "Mission Shakti" program emphasizes strengthening women in leadership and the workforce.
• The Stand-Up India scheme has disbursed over ₹40,700 crore to women-led startups and MSMEs since its inception, highlighting strong governmental support for women’s professional growth—a key tailwind for Leap.club’s mission to empower women leaders.

Tailwind 2: Corporate push for gender diversity

• Large organisations like TCS, Infosys, and Wipro have introduced programs to bring more women into leadership roles, creating partnership opportunities for Leap.club.
• 30% of companies in India now have formal diversity hiring initiatives, a substantial increase from 14% in 2019 to almost 30% in 2024 (Monster India report), creating more opportunities for Leap.club to connect talented women with organisations actively seeking diverse talent.

Tailwind 3: Increased internet penetration in Tier 1 & 2 cities

• As per TRAI, India has over 850 million internet users, with 45% from Tier 2 and smaller towns, with the number of women internet users growing by 25% in the last three years, signalling higher engagement potential for online communities.

While internet access has become a baseline expectation in these areas, here's why increased internet penetration in Tier 1 & 2 cities could still be relevant:

1. Digital Maturity Matters:
   While internet access is widespread, digital literacy varies. And leadership readiness involves strategic thinking, communication, mentorship, and decision-making. Digital literacy is a tool, not a defining criterion. Hence, Leap.club can target women new to online networking, helping them maximise its value.
2. Untapped Markets:
   Even in Tier 1 and 2 cities, many return-to-work women and mid-career professionals aren’t yet part of online professional communities, offering room for growth.

Understanding competitors

Market Size

1. Total Addressable Market (TAM)

Formula:
TAM = Total Number of Potential Customers × Average Annual Revenue Per Customer (ARPU)

Inputs:

1. Total Number of Potential Customers: 149.8 million (total women workers in India).
2. Total ARPU = Membership Fee + Additional Event Spending
3. • Membership Fee (Annual): ₹2,500 + 18% GST = ₹2,950.
   • Additional Spending on Events: 

• Assume an average user attends 5-6 paid events per year.
• Event prices vary from ₹150 to ₹3,000. Let’s estimate an average event price of ₹750.
• Average spend on events per user: ₹750 × 6 = ₹4,500.

ARPU = ₹2,950 + ₹4,500 = ₹7,450

Calculation:

TAM = 149.8 million × ₹7,450
TAM = ₹1,115,210 Crores

2. Serviceable Addressable Market (SAM)

Formula:
SAM = Total Number of Potential Customers × Percentage of Customers You Can Serve × ARPU

Inputs:

1. Total Number of Potential Customers (Subset of TAM): 14.98 million (10% of TAM, targeting urban professional women).
2. Percentage of Customers Leap.club Can Serve: Considering operational reach, community size, and resources, Leap.club could realistically serve 20% of these urban professional women.
3. • Customers Leap.club Can Serve:
     14.98 million × 20% = 2.996 million (rounded to ~3 million).

3. Average Annual Revenue Per Customer (ARPU): Calculated as: Membership Fee (₹2,950) + Average Event Spending (₹4,500) = ₹7,450.

SAM = 14.98 million × 20% × ₹7,450
SAM = 2.996 million × ₹7,450 = ₹22,320 Crores

3. Serviceable Obtainable Market (SOM)

Formula:
SOM = Total Number of Potential Customers × Percentage of Customers You Can Serve × Percentage of Market You Can Capture × ARPU

Inputs:

1. Total Number of Potential Customers (Subset of SAM): 14.98 million (TAM subset).
2. Percentage of Customers Leap.club Can Serve: 20%.
3. Percentage of Market Leap.club Can Capture: 1%. (if we consider the SAM (~3 million women), Leap.club’s current penetration into this market is approximately 0.8% (25,000 ÷ 3 million). The 1% estimate aligns with this trajectory and reflects near-future growth.)
4. ARPU: ₹7,450.

Calculation:

SOM = 14.98 million × 20% × 1% × ₹7,450
SOM = 30,000 × ₹7,450
SOM = ₹223.5 Crores

Designing Acquisition Channel

​

Channels for Leap.club’s Acquisition Strategy

Based on Leap.club’s ICP, TAM, and market positioning, the following three channels will be most effective for acquisition:

1. Paid Ads

• Speed: Paid ads will drive immediate traffic and sign-ups, crucial for scaling acquisition efforts quickly.
• Targeting Precision: Platforms like LinkedIn, Instagram, and Facebook allow hyper-targeted campaigns to reach urban professional women (Leap.club’s ICP).
• Flexibility: Ads can be tailored for different ICPs (e.g., mid-career women or return-to-work professionals).

2. Referral Program

• Cost-Effectiveness: Encourages existing members to bring in new users at a relatively low cost.
• Engagement: Members who join via referrals are often more engaged, as they come with a trusted recommendation.
• Community Alignment: Fits well with Leap.club’s community-driven approach, leveraging the power of word-of-mouth.

3. Content Loops

• Authenticity: User-generated content or event-based loops will create trust and social proof for the platform.
• Scalability: Once established, content loops will self-sustain, amplifying reach with minimal ongoing cost.
• Engagement: Encourages current members to share their experiences, increasing visibility organically.

Content Loops

We are focusing on LinkedIn as the primary content loop platform because it aligns perfectly with Leap.club’s target ICPs – emerging professionals and return-to-work women because - 

Why LinkedIn?

1. Relevance to ICPs
2. Professional Context:
3. Targeted Reach
4. Organic Visibility
5. Credibility and Trust
6. Platform Fit for Community Building

The flow

Leap.club Posts a Leadership Tip or Member Success Story
↓

Members and Followers Engage (Likes, Comments, Shares)
↓

Content Appears in Their Network’s Feed
↓

New Users Discover Leap.club Through Post
↓

New Members Join Leap.club
↓

Success Stories from New Members Added to the Next Cycle

Content Loop Details

1. Hook:
   The primary hook for LinkedIn is inspirational and actionable content that resonates with professional women. Example hooks include:
2. • "How this Leap.club member landed her dream leadership role."
   • "5 leadership tips every woman needs to know."
   • "Inside our latest networking event with top women leaders."
3. Content Creator:
4. • Leap.club’s in-house content team gathers stories from existing members, curates leadership advice, and showcases event highlights.
   • Content is prepared as engaging text posts, carousels, or short videos optimized for LinkedIn.
5. Content Distributor:
6. • Leap.club posts the content on its LinkedIn company page.
   • Members and event attendees are encouraged to like, comment, and share posts.
   • Leap.club tags specific members in relevant posts to encourage resharing.
   • Once a member likes or comments on the posts, it starts appearing on the feed of their connections, enticing them to visit Leap.club’s page and learn more about the platform.
7. Distribution Channel:
8. • Distributed primarily through LinkedIn Timeline posts
   • Leap.club encourages further distribution via personal DMs, direct shares, and hashtags like #WomenInLeadership or #LeapForward.

Leap.club’s current referral program offers rewards like Nykaa vouchers and high-value items (e.g., Dyson Airwrap) for milestone-based referrals. However, it lacks personalisation, tiered incentives for smaller milestones, and active promotion across channels.​

What is Missing ⁉️:

1. Limited Awareness:
2. • The referral program is not actively promoted or highlighted across Leap.club’s touchpoints (e.g., homepage, email campaigns, or events).
   • Most users interviewed were not aware of Leap's referral program.
3. Generic Messaging and
4. • The referral message lacks a personal touch or compelling reason to join, such as specific benefits for the referee.
   • Also, the current messaging feels too formal and doesn’t leverage the community-driven tone of Leap.club.
5. Lack of Tiered Incentives:
6. • The existing incentive structure has high milestones (e.g., Dyson Airwrap at 50 referrals), which may feel unattainable for many users.
   • No smaller, immediate rewards for early participation (e.g., discounts, free events, or exclusive content).
7. No Targeting of Engaged Members:
8. • Leap.club doesn’t actively identify and nudge its most engaged users or loyal advocates to promote the program.
9. Limited Channels:
10. • Currently relies on WhatsApp only but doesn’t leverage other platforms like LinkedIn or Instagram, which are highly relevant for Leap.club’s ICP.
11. No Progress Tracking Gamification:
12. • The referral system lacks visual gamification or milestones that encourage users to stay motivated and complete their referrals.
13. Missed Opportunity for Social Proof:
14. • Doesn’t showcase successful referrers, testimonials, or rewards earned to create FOMO (Fear of Missing Out) and build trust.

New/Revamped Referral System Design

• 1. Highlight Across Channels:
  • Promote the referral program via in-app banners, emails, push notifications, and events.
  • Feature it prominently on the Leap.club homepage or app dashboard especially post an event, especially after a user attends a session. Prompt for feedback and rating and encourage referrals if they had a positive experience.
• 2. Enhanced Messaging:
  • A community-oriented referral message with clear benefits for both referrer and referee.
  • Example: “Invite your friends to Leap.club! Help them expand their network and grow with you. For every referral, you unlock exclusive rewards, and your friend gets a discount on their membership or a free pass to their first offline event!”
• 3. Tiered Rewards:
  • Introduce smaller, attainable rewards for 1–5 referrals (e.g., free event entry, exclusive Leap.club merchandise, discounts).
  • Keep higher-tier rewards for larger milestones (e.g., premium memberships, exclusive workshops, or Dyson Airwrap at 50 referrals).
  • Introduce Leap.club credits! Earn platform currency for both referrer and referee. Referees can redeem credits for discounted memberships, while referrers can use them for membership extensions or exclusive perks."
• 4. Personalised Sharing Options:
  • Allow users to customise referral messages for their network, and not limiting it to just WhatsApp.
  • Add shareable links optimised for different platforms (LinkedIn, Instagram Stories, email).
• 5. Referral Tracker with Gamification:
  • Visual tracker to show progress toward rewards.
  • Milestones and motivational prompts like, “You’re just 1 referral away from unlocking a ₹1,000 voucher!”
• 6. Leverage Engaged Members:
  • Identify top-performing members and encourage them to refer by offering additional perks like early access to events or exclusive networking opportunities.
• 7. Social Proof & Testimonials:
  • Highlight stories of members who earned rewards through referrals.
  • Add a “Hall of Fame” section for top referrers to create FOMO amongst other members.

Step 1 → Define the CAC:LTV Ratio

• CAC (Customer Acquisition Cost): Approx. ₹2,500 (based on expected CPL for LinkedIn).
• LTV (Lifetime Value): ₹7,450 (membership fee + average annual spend on events).
• CAC:LTV Ratio: ~1:3, which is a healthy ratio, allowing us to proceed with paid ads.

Step 2 → Choose an ICP

ICP: Emerging Professionals and Return-to-Work Women.

• Why:
• • Active LinkedIn users.
  • Seeking networking and mentorship opportunities to grow professionally.
  • High motivation to join platforms that address career progression and support.

Step 3 → Select Advertising Channel

Channel: LinkedIn

• Why LinkedIn:
• • ICP spends time on LinkedIn for professional networking and development.
  • High precision targeting based on job titles, demographics, and professional interests.

Step 4 → Write a Marketing Pitch

Marketing Pitch:
"Leap.club is where India’s most ambitious women connect, grow, and succeed. Join 25,000+ women in building meaningful connections, gaining mentorship, and accessing exclusive events. Together, let’s break barriers and create more women leaders!"

Step 5 → Customise Messages for Customer Segments

1. Emerging Professionals
2. • Message: "Ready to take your career to the next level? Join India’s fastest-growing women’s community to access mentorship, exclusive events, and networking opportunities."
3. Return-to-Work Women
4. • Message: "Reignite your career with Leap.club! Connect with like-minded women, attend events, and get the support you need to get back into leadership roles."

Step 6 → Design Ad Creatives

1. Ad Creative 1: Single Image Ad
2. • Visual Concept: A clean, professional design featuring a woman speaking at a Leap.club event with bold text: “Empower. Connect. Lead.”
   • Copy:
   • • Headline: "Your Growth Starts Here!"
     • Body:
       "Join a community of ambitious women. Learn from mentors, attend curated events, and build genuine connections. Membership starts at ₹2,500/year!"
3. Ad Creative 2: Carousel Ad
4. • Visual Concept: A series of 5 cards showcasing:
   • • Card 1: Image of a Leap.club event with text: "Discover."
     • Card 2: Member testimonial with text: "Grow."
     • Card 3: Stats on leadership goals achieved: "Succeed."
     • Card 4: Leap.club’s Circles feature: "Belong."
     • Card 5: Call-to-Action: "Join 25,000+ Women Today!"
   • Copy:
   • • Headline: "Connect. Learn. Lead."
     • Body:
       "Leap.club is your place to grow. Build connections, access opportunities, and thrive in a network built for women leaders."

Summary:
With LinkedIn as the primary channel, targeted messaging for emerging professionals and return-to-work women, and visually engaging ad creatives, this strategy aims to drive quality leads while maintaining a healthy CAC:LTV ratio.