Onboarding project | Dmart

Ideal Customer Profile

Define your ICPs

B2C Table ⤵️

Criteria	ICP - 1	ICP - 2	ICP - 3
Name	Manju	Khyati Chaudhary	Aastha Vikas
Age	40+	35-45	23-30
City Tier	Tier 1 / 2	Tier 1	Tier 1
Marital Status	Married	Married	Unmarried
Family Size	4-5	4-5	1
Technology Adoption	Low/Medium	Medium	High
Money or Time?	Money	Money and Time	Time
Current shopping alternatives	StarBazar, local mandi	zepto, swiggy, reliance retail, amazon	Zepto, Swiggy Instamart, Blinkit
Product categories purchased on retail chains like dmart	grocery, apparel,	groceries, household items	grocery, household items
Other apps used	meesho, facebook	facebook, youtube, netflix	instagram, x, youtube, netflix
Goals	cost saving, buy everything at one place in bulk, brand agnostic	Value spender, convenience of getting everything at one place, quality & brand aware	convenience, time saving, cost & brand aware,
Frequency of use case	monthly	weekly	weekly
Income Levels (per month)	20-40K	1.5L+	60K-1.25L
Planning capacity	High Shops once a month, pre-plans all the grocery, discretionary items	High Plans their month in advance, can buys grocery/daily essentials in bulk Yet have shifted to q-commerce for convenience	Medium Can plan bulk orders, but with increase in hectic lifestyle implies less time, hence balances it's with q-commerce adhoc grocery / essential purchases as per the need, 10-15 min delivery is life saver for them before the cook / maid arrives [Shifting towards this convenient model]

ICP Prioritization

[Use this framework to prioritize your ICP's]

Criteria	Adoption Rate	Appetite to Pay	Frequency of Use Case	Distribution Potential	TAM ( users/currency)
ICP 1	Low	Low	Low	Moderate	10 million
ICP 2	High	High	High	High	6 million
ICP 3	Moderate	High	High	High	6 million

From this ICP Prioritisation framework I will focus on ICP 2 & 3. As these are the customers who are currently moving towards quick commerce which is adding pressure to Dmart's growth.

Technology adoption will be challenging for ICP 1 & tier 2. So we can first increase Dmart's ready adoption in well known areas where q-commerce has already succeed or well established.

JTBD and validation

A table is shared below for your reference to put down your user goals, respective ICPs, JTBDs and validate your goals.

Goal Priority	Goal Type	ICP	JTBD	Validation approach	Validation
Primary	Financial	ICP 1	To get affordable, good quality products within pre-defined budget	User interviews	Buys once a month, have fixed budget and a limit on discretionary spending
Primary	Functional	ICP 2	Conveniently & quickly get household essentials, kids demands	User interviews	Frequency of orders on q-commerce have increased to cater to adhoc demands of kids, and convenience of home delivery
Secondary	Personal	ICP 2	To save time to focus on family, work	User interviews
Primary	Functional	ICP 3	Conveniently gets daily essentials as and when required	User interviews	Heavy user of q-commerce, sometimes goes to dmart Like the dmart app with unique features like size availability, sustainability

Onboarding Teardown

Onboarding_ DMart Ready.pdf

Activation metrics

Hypothesis	Assumption	Reason
4 different categories ordered in it's first 3 orders	Order frequency is at-least once a week Different product categories to order from Grocery Fruits & Vegetables Dairy & Beverages Home & Kitchen Home Utility Personal Care / Beauty Packaged Food Based on the categories, shopping pattern, requirements (necessity) --> Ideally there are potential 6+ categories which should be ordered once a month	Once user has shopped for different categories, product, brands, it would have discovered the wide range of product availability increased confidence & habit formation of finding everything they need under the same app user is willing to try out different items & have consistently received good experience
5 successful search-to-cart conversion within 5 mins each, in a 7 day-period	Order frequency is at-least once a week Because avg order value is higher & pre-planned, user will prefer bulk ordering, hence require multiple searches of different products	On an avg every order will have 8 items, if more than 50% of them were searched and quickly added to cart, implies user experienced "aha moment" of finding the relevant item quickly This could also help identify categories which are most search but there's not enough items available (to further boost the inventory)
Rs. 3K Avg order value of DMart exclusive items in it's first 10 orders	Avg order value is Rs 1K-1.5K DMart exclusive items (private labels) are relatively affordable (10-15%) as compared to existing brands	If 20-30% revenue is driven by private labels consistently (This is inline with private label share in brick & mortar format) Customers are trusting the quality, have repeat orders, and due to relatively lower prices will continue to be retained users
5 items re-purchased within a month	DMart has a feature of quick re-order, our product have ability to track how many users went to that list & re-ordered from there. We have a mechanism to re-surface quick buying of previous order	If users are re-purchasing grocery items within a month, it implies they had their "aha moment" with the previous purchase Post comparison with other channels, they came back to the core-value prop (every-day-low-pricing) and will continue to order Impact on retention curve; positive; low confidence (as unavailability of data) Impact on WOM; positive; medium confidence (as we generally share apps where we get value) Impact on LTV; positive; high confidence (repeat purchases implies higher lifetime value)
5 orders in a month		Avg order value (~Rs1.5K) of DMart is higher as compared to Q-Commerce competitors [Zepto (400-500), Blinkit(600-650), Swiggy Instamart (450-550)] Due to unavailability of sub-hour delivery facility, ICPs of DMart do bulk order with planning, hence ordering at-least once a week is the ideal frequency