Product | Indifeet - Women Footwear Brand

Elevator Pitch: Indifeet is a women footwear brand offering high-quality and fashionable footwear for those seeking comfort at their doorstep. Committed to sustainability and cruelty-free practices, we cater to every occasion, ensuring that fashion meets ethical choices that empower our customers to invest in their style without compromise. We bridge the aspirations of wearing functional footwear at an affordable pricing with no compromise on comfort and fashion.

Core Value Proposition

Brand's core value proposition is to sell women footwear with luxurious comfort and unique designs for customers who value convenience.

Products Offered by Indifeet

Our target is mid segment women footwear with pricing ranging between INR 1000 to INR 3000; What sets us apart from our competitors is that we provide all categories of women footwear that adds in comfort and covers target audience of all adult age bracket. Currently we offer major categories under women footwear like:

1. Flats - This category covers options for all occasions such as casual, everyday, party, evening, semi-formal etc. One can find variety of sole options as per their comfort ranging from TPR, PU, Cork, Rubber etc.
2. Heels - This category is filled with variety such as Platform heels, Flatform heels, Kitten Heels, Block Heels and Basic comfort heel. In this category we cover our women from everyday to party, ethnic to casuals.
3. Clogs - While this category is largely dominated by Crocs, we have introduced Indian made Clogs available in vibrant colors and sizes all at an affordable pricing. This has been the most loved category by our customers across platforms and has received positive feedback. From basic casual look to chunky clogs in multiple color options and charms.
4. Ballerinas - From mesh to fabric, chunky formals to rubber casuals we offer ballerinas of all kinds to cover all target audiences.
5. Juttis - We have a variety of juttis/ mojaris made available from handcrafted artisans of Punjab for our customers. These are made available in vibrant colors to make any evening for our women colorful
6. Sliders & Flip Flops - A perfect match to any loungewear for women, our rubber Sliders and Flip Flops are available in various designs and pastel shades to match any outfit.
7. Sneakers - We had introduced chunky sneakers in the past and right now working on some artistic digitally printed sneakers which are in the making for launch.

Online Presence of Indifeet

Indifeet is providing women footwear across categories and occasions currently selling through online channels such as company's website and marketplaces to name a few Amazon, Flipkart and Ajio. They deal with SKU bundle of 100+ products available in different colors and sizes. Brand's website is available on mobile and desktop web.

Google search on the brand is optimized with the website link directly. There are no sponsored ads being run on the brand. Here is the screenshot of web search on desktop.

On search of brand's review and user feedback, reviews were mainly posted on marketplaces like Amazon and Flipkart. As the brand is in early stages, count of reviews on Amazon is limited however out of 88 products listed on Amazon, 31 products have reviews of 4 star and above.

One of the top selling product had the following review on Amazon:

Indifeet also has good presence on Flipkart. Overall seller rating of Indifeet on Flipkart is 4.6. Here is the screenshot:

Understanding Users

Here are the insights from interactions done with Indifeet customers who have purchased product in the past from our website. Overall feedback from our existing set of customers is aligned with the core value proposition. With additional categories we are able to attract larger audiences and give them exclusive collection.

User Profile

TAM (Total Addressable Market)

SAM (Serviceable Addressable Market)

SOM (Serviceable Obtainable Market)

Designing Acquisition Channel

Channel Selection Framework

Indifeet is in Early Scaling stage and can explore the following channels for Acquisitions:

1. Search
2. Paid Ads
3. Referral
4. Partnerships (Affiliates + brands)
5. Content Loops
6. Social Media (Influencer Marketing)
7. Cashback and coupons integrations

Here is the analysis of channel selection for Indifeet

1. Channel Name	Cost	Flexibility	Effort	Speed	Scale
   Search	​Low	Low	Medium	Slow	High
   Paid Ads	Medium	High	Medium	Medium	High
   Referral Program	Low	High	High	Slow	Low
   Partnerships (Affiliates + brands)	High	Low	High	Slow	Low
   Content Loops	Low	High	Medium	Medium	Medium
   Social Media (Influencer Marketing)	Medium	Medium	High	Medium	High
   Cashback and Coupons Integrations	Medium	High	Medium	Medium	High

• Scaling is an important factor for Indifeet at this stage
• We need to experiment with channels that are lower in cost and higher in scale with minimal effort which is why we have shortlisted Search and Paid Ads for Indifeet
• Now let's look into the insights from User Calls

Insights from ICP

ICP 1 - Middle Aged Married Working Women 

• Busy schedule in handling work and household therefore has a short span of attention
• Spends time in searching on Google for direct results of her problems
• Willing to spend for value for money products as comfort is paramount and also values money and not willing to overspend on high value brands
• Possible channels:
• • Search - Google
  • Paid Channels - Instagram and Facebook
  • Cashback and Coupons Integrations

ICP 2 - Single young women about to start their career after pursuing higher education like MBA

• Consumes a lot of content from Instagram
• Good Influence among friends and peers (referrer)
• Spends significant amount of time on other shopping platforms
• Looking for fashionable footwear within affordable range
• Possible channels:
• • Paid Channels - Instagram and Facebook
  • Social Media - Influencer Marketing
  • Cashback and Coupons Integrations

Since Indifeet is in the early scaling stage, we need to experiment with channels that are working well and then double them. In the early stage, focus will be on lower cost and high scaling. Understanding the patterns from our user calls as well, we have shortlisted Search and Paid Ads as the 2 acquisition channel for deep dive.

Organic Search

Indifeet is currently not indexed for any keywords. So the approach is to add keywords which have low difficulty and high monthly search volume. All the keywords linked to one product are being added in the "Title Tag" to rank better on SERP. Combination of Head Keywords and Long Tail Keywords are being added. We are ensuring that no similar set of Keywords are being targeted across different product pages.

Keyword Research and Understanding ICP

Before we begin the Keyword Research, lets draw out the search intent basis the purchase funnel for Indifeet:

ICP Understanding

Considering our ICP, we understand that ICP 1 is in the Action bucket looking with the intent to buy footwear and therefore we will target the bottom up approach starting with navigational keywords.

For ICP 2, who is browsing through creatives on Social Media, they are in the Desire bucket and looking for options that will attract them. Ranking on transactional keywords will help acquiring such ICP users.

Keyword Research

• We understand that Navigational and Transactional Keywords will be difficult to rank on and such purchases are made only if we appear on the first result page
• We know that less than 1% of the users get to the second page of search results on Google
• In order to address this issue, we will also start to combine some Informational keywords to rank better on Page 1 and build brand awareness

For ICP 1 looking for footwear online below are some shortlisted Keywords and their search volume which will be targeted to rank on SERP.

Here are the details of such Keywords from Semrush:

For ICP 2, looking for some creative footwear through social media, we can also target such audience through search engine by targeting the following Keywords:

Here are the details of such Keywords from Semrush:

Currently considering Indifeet has recently updated keywords in Title Tags, it may need more time to gather data and show it's performance. Hence currently we will leave the content as it is. However to monitor the performance, we will perform the following actions:

1. Monitor Performance - We will keep a track of the details such as traffic, CTR, and user engagement
2. Such reviews will be performed on monthly basis

Moving to technical SEO for Indifeet, it has been noted that all the pages of the website has been indexed. The same can be viewed on Google Console, here is the screenshot:

While all the pages are indexed, to make them appear as relevant results to users based on their queries, we will continue to improve the following:

1. Improvise Meta Descriptions in all product pages
2. Improvise content on product pages i.e. to add more quality content keeping in mind SEO and keywords relevance
3. Continue writing blogs every month targeting keywords related to Footwear Industry and Fashion world

Further to track our overall search performance, we will continue to track the following metrics:

Paid Ads

Campaign Objective

To run Paid Ads effectively, let's start looking at the defining the Campaign Objective. Considering Indifeet is in early scaling, our objective and budget to run such campaigns will be divided between the following

• 20% of Budget on driving brand awareness Ads targeting ToFu (Top of the Funnel) users
• 40% of Budget on driving traffic on Website i.e. link clicks targeting MoFu (Middle of the Funnel) users
• 40% of Budget on driving purchases on website targeting BoFu (Bottom of the Funnel) users

For this project, we will shortlist purchase objective for deep dive targeting customers basis the User Call feedback. In order to proceed, let's understand our ICP's buying pattern and decision framework to convert them into performance marketing audience:

ICP Prioritization

ICP 1 - Middle Aged Married Working Women

1. 1. Demographics - We will target women in the middle age group of 28 - 45 years who are married.
   2. Geographic - We will target users based on Tier 1/2/3 cities where the likelihood of spending up to INR 2K for a footwear is high
   3. Interest & Behavioral - We will target customers who have recently visited our website or abandoned carts as these customers are interested in our product

For these users, we can target Search Ads that will pop up every time a user is looking for a particular Keyword. These Ads will target our users with buying intent and will be effective for driving purchases on website. This will work on Pull Marketing model where user is searching for solution of comfortable women footwear using different keywords and will be targeted.

ICP 2 - Single young women about to start their career after pursuing higher education like MBA 

1. Demographics - We will target women in the young age group of 18 - 28 years who are single and either working/student.
2. Geographic - We will target users based on Tier 1/2 cities where the likelihood of spending up to INR 2K for a footwear is high
3. Interest & Behavioral - We will target customers who have recently followed us on Instagram, shown interest on Instagram Reels, Lookalike Audience of customers who have purchased from our website in the past

For these users, Display Ads will be more effective as these users are highly active on Social Media and are looking for products influencing to the current trends. This will work on Push Marketing model where user may/ may not be looking for Indifeet brand but is shown products to their liking and is promoted to visit our website.

Channel Selection Framework

Before we begin with paid ads for acquiring users to our website, here is the detailed analysis of different Advertisement Channel and which of those will be ideal for our brand considering it is in the early scaling stage.

Considering the above framework, Indifeet will target Ads on the channel where there os Higher ROAS and LTV but at the same time CAC is not shooting up too high. Hence we have picked Meta Ads and Google Ads.

Google Ads

Lifetime Value of Indifeet Customers

LTV for our customers will be as follows:

Average Order Value X Frequency X Retention

INR 1500 x 2times per Year X 2 years = INR 6000

CAC (Google Ads) = Total Money Spent/ Number of customers acquired

CAC = 50000/ 50 = INR 1000 (Indifeet has currently not run ads on Google, these numbers are hypothetical)

CAC to LTV ratio will be 1000 : 6000 = 1 : 6

Ideal ICP and Advertising Channels identified for Paid Ads

Indifeet can target ICP 1 - Middle Aged Married Working Women with Google Ads; As this ICP is high-intent users searching for solutions on search engine. They rely on search of organic brands on Google independently. They are usually busy catching up with schedule of work and household and would prefer searching for instant results on Google with less attention span.

Marketing Pitch for ICP 1 - Let us help you get some weights off your shoulder by adding Feather to your feet! Try our Feather collection which is the right blend of comfort and elegance for all day wear.

Here is the Google Ad Execution:

Meta Advertising

Lifetime Value of Indifeet Customers

LTV for our customers will be as follows:

Average Order Value X Frequency X Retention

INR 1500 x 2times per Year X 2 years = INR 6000

CAC (Meta Ads) = Total Money Spent/ Number of customers acquired

CAC = 83000/ 200 = INR 415

CAC to LTV ratio will be 415 : 6000 = 1 : 14.45

Indifeet can target ICP 2 - Single young women about to start their career after pursuing higher education like MBA with Meta Ads; As this ICP is very active on social media and spend time on Instagram. They have high influence with visual appearance and hence Ad creatives are very important factor. They are usually looking for unique products which will add on to their fashion statement.

Marketing Pitch for ICP 2 - Walk in your next meeting room with confidence that uplifts you! Premium Shoes that work as hard as you. Upgrade your wardrobe and break the stereotypes of uncomfortable formal footwear! Carrousel Ad Creatives to be run on Meta as follows:

1. Campaign objective as defined earlier will website purchases
2. Ad budget and Audience is already discussed in the previous section
3. Ad Format - Static Image Ads featuring a single Image as follows:

Primary Text -

• Break the stereotypes and upgrade to “comfortable” formal footwear with this chunky sole shoes from indifeet!
• Empowered women deserve empowered footwear. Discover comfort and style that lets you work hard without compromise!
• Our chunky sole shoes are here to redefine your work wardrobe.
• For women who mean business: shoes that blend style with all-day comfort. Perfect for wherever work takes you!
• Tired of sacrificing comfort for style?
• Introducing Indifeet's chunky sole shoes - the ultimate game-changer in formal footwear! Say goodbye to sore feet and hello to confidence. Ready to break free from uncomfortable norms?

Headline -

• Indifeet: Redefine Formal Footwear
• Upgrade to Indifeet Chunky Sole Shoes
• Comfort Redefined with Indifeet
• Upgrade to Comfortable Formal Shoes
• Comfortable Formal Footwear by Indifeet

CTA - Shop Now

Along with that we will run A/B testing with a carousel of below 2 static image ad creatives

Thats ALL!!