Porter || EnR Project

Project by Aamir Kanchwala

Chosen Product → Porter

For the purpose of this assignment we are only considering the B2C services of Porter and not its Enterprise plan.

Understanding the Product

What is the core value proposition of Porter?

The core value proposition of Porter is to enable it’s users to transfer light, medium and heavyweight goods from point A to point B in a quick and efficient manner.

It does so by the following services→

A network of 5L + delivery partners across 20+ cities for intracity and intercity delivery services.
Doorstep delivery and pickup of goods.
Seamless in-app booking experience.
3 vehicle categories available for booking - Two wheelers (under 20kg), Mini Trucks (under 750kg) and Heavy Trucks (above 750kg)

What is the natural frequency of the product?

The natural frequency of the product depends on the type of user. We’ll segment users into casual, core and power users and add their natural frequencies.

Casual Users → 1-2 times a month
Core Users → 1-2 times a week
Power users → 4+ times a week

Parameter	ICP 1 - Sahil Gupta (SME Business Owner)	ICP 2 - Rashida Khan (Personal Dispatcher)	ICP 3 - Shivam Singh (Home Mover)
Occupation	Trophy Manufacturing Business Owner	School Teacher	Software Engineer
Age	52	45	26
Geography	Tier 1 city - Delhi	Tier 2 city - Jaipur	Tier 1 City - Mumbai
Needs	1. Needs to arrange safe pickup and drop of manufacturing supplies and goods for his business on the daily from network of intracity suppliers. 2. Needs to deliver consignments to his customers safely at low cost.	1. Needs to send food and home supplies to relatives occasionally.	1. Needs to transport all household goods when shifting houses.
Pain Points	1. Cannot ensure safety of goods with local transport options. 2. In-house runners (employees) not tech savvy to provide location details for tracking goods. 3. Needs quick pickup and delivery of goods to run business smoothly.	1. No means of personal transport to deliver goods. 2. Not comfortable with public transport facilities in the city - bus/taxi. 2. Lack of time in the day to personally deliver goods across the city.	1. Does not trust traditional delivery services (BlueDart) etc with safe handling of goods. 2. Needs quick home pickup and drop services for the items to be transported.
Context of use	1. Books porter mini truck to send produced goods to customer’s delivery location. 2. Books porter two wheeler to pickup samples from suppliers.	1. Books porter two wheeler to send food items to relatives. 2. Books porter two wheeler to source clothing and accessories for upcoming events from friends/relatives.	1. Books Packers and Movers services to transport household goods from one city to another.
Type of user	Power User 4+ times a week	Core User 1-2 times a month	Casual User 1 time a year

What are the actions that make for an active user of Porter?

An active user is one who is repeatedly performing the key action that aligns closely with the value proposition of the product.

Core value prop of Porter - Easy and safe transfer goods from point A to point B
Key action - Booking a pickup/drop delivery.
Active User of Porter - One who books a delivery at least once a month.
1. Why once a month? - The ICP with least frequent use case (casual user) has a need to transport goods at least once a month. Anecdotal data via user interviews.

What is the best engagement framework for Porter?

Due to the distinct Needs and Natural Frequencies of our ICP’s, the engagement framework will be not be uniform across all ICP’s.

Engagement Framework for ICP’s →

SME Business Owner → Frequency; the number of deliveries made through the app.
1. Rationale → Higher frequency of deliveries for business operations, higher the experience of the core value proposition → easy and fast deliveries on demand.
Personal Dispatcher → Frequency; the number of deliveries made through the app.
1. Rationale →The more users choose Porter for their casual delivery needs, the more they experience the value proposition of the product of quick and convenient deliveries.
Home Movers → Depth; Amount of money spent on the app.
1. Rationale → Home movers have a need for transporting goods less than once a year, therefore optimising for frequency would not help them experience the core value prop more. However, increasing the number + weight of goods to be transported through Porter during their house moving event would help them reduce transportation costs.

Segmenting Users

We will segment users basis their User Persona.

There are two key types of users that utilise Porter’s services - SME Business owners and Personal Dispatchers. Their needs and frequency of usage are distinct from each other.

Characteristic	SME Business Owner	Personal Dispatcher	Home-Movers
Profile	Utilize Porter for operational logistics, heavily integrated into daily business processes.	Individuals using the service for personal, often one-off, dispatches of goods to friends and family.	Individuals or families who are in the process of relocating and require a reliable and efficient means to transport their household goods to their new home
Needs	1.Reliability, 2.Cost-effectiveness 3.Ability to handle varying volumes of goods.	1. Ease of use 2. Affordability, 3. Timely service for smaller, personal deliveries.	1. Secure Transportation 2. Packaging services
Natural Frequency of Usage	Daily	2-3 Times a month	Once a year
Most valued features	1. Contacts sync when adding receiver’s details. — When booking 1-2 orders daily, these users want ease of usage and appreciate being able to select drop location contact from their phone contact book instead of manually adding their details for every order. 2. Live tracking — When managing business deliveries, these users need to be aware of the time taken for delivery in real time to share updates with stakeholders. Live tracking feature solves this problem for them.	1. 2 Wheeler Vehicle option. —These users need to transport a variety of lightweight (under 20kg) goods - ranging from food items, books, clothing etc. The 2 wheeler vehicle options gives them the flexibility to do this at an affordable cost. 2. Google Map sync. — These users appreciate the ease of adding their friends/relatives locations by simply typing in their residence/society names instead of having to fill in address details manually.	1. Safety Packaging add-on service. — These users need to safely transport goods across cities and appreciate Porter’s additional service add-on for doorstep packing of goods before loading. It relieves users of the job of packing their goods themselves.

Engagement Campaigns

When we consider frequency as the framework for engagement - there is a natural ceiling that comes into place. With Porter - the natural ceiling is the frequency of the need for the user to transport goods. Therefore we are optimising to be the delivery partner of choice when the need arises.

Campaign 1

User Segmentation	Home Mover
Goal	Increase number of goods/cartons to be transported.
Pitch	Add 15+ items/cartons to be transported and get free loading and unloading services
Channel	Push Notification
Offer	Free Loading and Unloading Service
Frequency	Once a week
Timing	April-June. This is the time when home rental leases are typically renewed and there is a spike in inter-city movement of people.
Metrics	1. Average order value of Packers and Movers orders2. Average number of items in cart for Packers and Movers orders

Campaign 2

User Segmentation	Personal Dispatcher
Goal	Increase number of deliveries made using Porter
Pitch	Book 5+ deliveries in 1 month and get 30% off on the next one!
Channel	Push Notification
Offer	30% off on next delivery
Frequency	Twice a week
Timing	Festive seasons - basis region. Rationale - high need for sending gifts/food to relatives/friends during festive season.
Metrics	1. Total number of orders placed per month.2. Average number of orders per user.

Campaign 3

User Segmentation	SME Business Owner
Goal	Increase number of deliveries made using Porter
Pitch	Book 7 deliveries in 7 days and get 15% off the next one!
Channel	In-App Notification
Offer	15% off on next delivery
Frequency	Twice a week
Timing	Post completing 1 order placement.
Metrics	1. Total number of orders placed per month.2. Average number of orders per user.

Retention

Please Note - I could not glean any insights on Retention as there is no third party data available on Porter’s user base/retention and I have no access to first party data.

Understanding Churn

Reason for Churn	Context	Type	Notable in which ICP
1. Unresponsive Delivery Partners	Post order placement, Porter gives users live tracking of their delivery and the delivery partner’s contact. Many users report on bad experiences in attempting to communicate with delivery partners -with them being unresponsive leading to major delays in delivery + unsuccessful deliveries.	Voluntary	Business Owners, Personal Dispatchers
2. Surge Time Pricing	During high traffic hours in the day, Porter adds a surge pricing on it’s delivery charges. This alarms users and they report on finding alternate means of making the delivery at a lower cost.	Voluntary	Business Owners

Negative Actions and Anti Engagement

Action -	Rationale
1. Order Cancellation Post Booking	A user cancelling an order post booking the delivery indicates friction/difficulty in order completion - which is a major reason for churned users.
2. Vehicle Selection Screen Drop-off	The price for the delivery is displayed at the vehicle selection screen, drop-offs at this screen could indicate issues with the pricing.
3. Contact Support Tickets	A substantial increase in contact support tickets indicates that something is wrong with the users experiencing the value prop of the product.
4. Reduced number of orders per user	A significant drop in the average number of orders per user indicates reduced usage of the product and possibility of churn.
5. Number of app launches per user	A significant drop in the number of app launches per user indicates reduced usage of the product and possibility of churn.

Resurrection Campaigns

Campaign 1 → "Expert Delivery, On-Time Promise"

Pitch: "With Porter, your deliveries just got faster and more reliable. With our upgraded network of expert delivery partners, we're now promising 90% of deliveries within the stipulated time frame!
Offer: Service guarantee - 50% off the next order if delivery is delayed.
Frequency and Timing: Launch as a one-time announcement to all users who have experienced delays in the past, followed by a reminder after two weeks for those who haven't availed the offer yet.
Success Metrics:
Monitor the percentage of on-time deliveries
Customer satisfaction scores post-campaign
Decrease in complaints related to delivery times.

Campaign 2: "Direct Support, Zero Hassles"

Pitch: "Introducing Porter's Peace of Mind Promise: Every delivery now comes with a direct line to dedicated support. Immediate assistance, immediate solutions. And if we falter? Your next delivery is 50% off. Because your trust is our top priority."
Offer: 50% off the next delivery if there are delays or unresolved issues during their current delivery.
Frequency and Timing: Launch as a targeted campaign to users who have previously raised tickets with issues regarding customer support.
Success Metrics:
Customer satisfaction scores regarding support interactions
Redemption rates of the 50% off offer

Campaign 3: "Boost Your Deliveries, Earn Porter Coins"

Pitch: "Ready to get more with every move? For every order you complete, earn 25% more in Porter Coins! Use them on your next delivery and keep the savings rolling. More deliveries, more savings!"
Offer: 25% more Porter Coins credited for every completed order, redeemable on the next delivery.
Frequency and Timing: Push notification targeted to all at risk users (with negative action of decreased app launches) sent at the end of the month (post measuring monthly app launches)
Success Metrics:
Increase in the average number of orders per user during the campaign period
Redemption rate of Porter Coins
Number of app launches per user for specific targeted cohort.

Campaign 4: "Come Back & Discover More with Porter"

Pitch: "We've missed you at Porter! There's a lot new and waiting just for you. Come back now and explore easier, quicker deliveries with a special welcome back gift: ₹50 off your next delivery. Let’s make your next delivery smoother than ever!"
Offer: ₹50 off the next delivery for specific cohort of users (with negative action of decreased app launches) who return and complete an order.
Frequency and Timing: Send an initial re-engagement push notification after a noticeable decrease in app launches, followed by two reminders: one after one week for users who haven't yet re-engaged, and another after three weeks as a final call.
Success Metrics:
Number of users re-engaging by launching the app and placing an order post-campaign
increase in app launches per user post-campaign