Acquisition project | NoBroker.com

My acquisition project is based on one of the NoBroker services"Rental Agreement" which is an early scaling stage.

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1) ICP for the same will be

2) The top 3 contributors are Housing.com, Legaldesk, and Anulom

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3) TAM/SAM/SOM calculation;

TAM-Target market- Individuals and landlords who need rent agreements for residential properties in urban areas of India.

According to the census of India, the total urban population is 508 million in 2022.

Assuming a conservative estimate that around 30% of the urban population lives in rented accommodation, we have about 152 million potential renters.

• Market Size- Assuming 70% of renters opt for formal rent agreements, which is 152 million * 0.70 = 106 million rental agreements annually.
• Average Revenue per User (ARPU)-As per NoBroker's model and services, our ARPU is Rs.679 per agreement.
• TAM= 152 million * Rs 679 = Rs 103 billion annually

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SAM calculation;

Our current target market- we are available in 152 cities of India including all the tier-1 cities Mumbai, Bangalore, Pune, Delhi, Hyderabad, Chennai, Gurgaon, etc.

We aim to capture 5% of the market so SAM would be 103 billion*0.05= Rs 5 billion

SOM calculation;

Our market share is 0.09% of TAM and 2% of SAM.

NoBroker other services are present in only 9 cities so assuming that in those cities the share would be higher because of more visibility. Considering one more factor Maharashtra has a clear mandate of compulsory rent agreement. So taking 20% of SAM as my current SOM.

SOM= 5 billion* 0.2= Rs 1 billion

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4) Core Value of Product= "Get a rental agreement sitting at home"

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JTBD in the early scaling stage;

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5) For the acquisition channel we are already optimizing SEO and Paid Advertisement so now would choose content loop, product integrations, and referral for experiments;

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• Content Loop

​The wireframe would look like

1) The user searches for tax regimes, tax calculator, and HRA calculator on Google. With the help of SEO will show them our page where multiple information, facts, and calculators will be present to help them. I can further add content that users will share as quirky trivia questions quizzes related to rental agreements, tenancy laws, and funny rental facts like;

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• Which Indian city has the highest average rent for residential properties?
• What is the legal notice period required for tenants to vacate a rental property in India?
• Which Indian state has the strictest rent control laws?
• What is the maximum security deposit limit allowed by law in most Indian states for residential rental properties?
• What is the legal term for a clause in a rental agreement that prohibits tenants from subletting the property without the landlord's consent?

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2)After reading, a pop-up message appears, encouraging the user to share the knowledge on social media. The message says, "Share this tax guide and rental agreement guide on LinkedIn and earn 200 NB cash towards NoBroker services and get a 50% discount on your agreement renewal.

1. In-Product Notifications - Stay Informed, Share Insights:
2. • The user receives an in-product notification on the Rental Agreement page, reminding them about the "Share and Earn Rewards" program from time to time while they are browsing other services.
   • The notification says, "Share rental agreement insights to earn rewards and unlock discounts on NoBroker services!"
3. User-Generated Content Submission - Share Your City Facts:
4. • User play the Trivia questionnaire customized as per their own cities and decide to share it with their friends
   • They click on the "Share Your Results and Invite your Friends to Play" button and share it through WhatsApp
5. Content Engagement Metrics - Celebrate Sharing Success:
6. • NoBroker tracks the user's engagement metrics, noting that they shared the rental agreement guide on LinkedIn and WhatsApp and received positive feedback from connections.
   • The user receives a notification, "Congratulations! Your shared guide is trending with 100 shares and valuable comments!"/ "You have invited 5 friends and unlocked 3 offers with us".

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• Product Integration

Our revenue peak arises during Dec & Jan (ICPs have to submit Rental Agreements in their respective companies for HRA in IT Declaration), June &July (before ITR filing) so they will search for Tax and HRA calculators. Daily they also interact on the facility management apps of their societies.

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1. User flow on Groww/ClearTax would be

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User searches on Google for HRA calculator-

The top 2 links would be of Cleartax and Groww

The user either clicks on Groww or Cleartax to calculate HRA, post this in the Groww/ Cleartax page we will show our agreement link-

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Clicking on this link will directly take the user to our Rental agreement page-

2.User flow through NoBrokerHood, the user opens the app to explore different facilities and to approve and reject entries, there I will add the "Rental Agreement" service icon, clicking on which will take them to the Rental agreement page.

• Referral

1) The brag-worthy thing about the product would be " Get an agreement anytime anywhere in just a day".

2) My platform currency would be "money".

3) The happy Customer would be the one who has chosen multiple other services with NoBroker along with agreement or shared feedback on the agreement

4) It will be shared directly on WhatsApp as people by the end of the service generally delete the NoBroker App.

WhatsApp message for this will look like for referral-

• Bronze Tier Message

You can reach the Bronze Tier in our referral program and earn 200 NB cash for "cleaning services" upon referring your friend. Click on the "Link" to refer friends on WhatsApp and check the progress in the "My Booking" section on the NoBroker's App.

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5) The user would share this message on WhatsApp and it would look like this-

Hi [Friend's Name],

I recently used NoBroker's Rental Agreement service and it made the whole process hassle-free!

If you're looking for a seamless way to create rental agreements and manage your property, I highly recommend trying NoBroker. Plus, you'll get rewards for signing up through my referral link!

Here are some key features:

• Easy rental agreement creation
• Legal templates and guidance in form filling
• Secure online transactions
• NoBroker's excellent support team

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[Referral Link]

Click the link above to get started.

Cheers,
[Name]

6) Referees can check their progress in the "My Booking" section of the app.

7) For Continous referrals I will design 3 tiers for users;

• Silver Tier Message:

"Way to go! You've unlocked the Bronze Tier and now unlock the Silver Tier in our referral program! Your efforts in referring new users are truly appreciated. Enjoy an additional 400 NB cash for "Cleaning Service" upon referring more than 5 friends. Click on the "Link" to refer friends on WhatsApp and check the progress in the "My Booking" section on the NoBroker's App.

• Gold Tier Message:

"Amazing job! You're a referral champion! You've achieved the prestigious Silver Tier in our referral program. Thank you for your outstanding contributions in bringing new users to the Rental Agreement. Get a free "Rent agreement Renewal" from us after 11+ successful referrals and become our Gold Tier member. Click on the "Link" to refer friends on WhatsApp and check the progress in the "My Booking" section on the NoBroker's App.

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