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Who is Sekel Tech?

Sekel Tech is a hyperlocal discovery and omni-commerce platform for multi-location brands.

List of features for the brands

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Who are its competitors?

What is the CVP?

Our platform boosts foot traffic and leads. Increases the sales growth of your store, through hyperlocal discovery and omni-commerce solutions. It is a stable, scalable, and secure solution. Enhances the visibility of your stores which increases the revenue by at least 150%.

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Below is the List of 2 core ICPs

ICP 1 Retail Marketing Head - Neha Sharma

The most used features by this ICP are the below, and use the application on a laptop. They are willing to pay to not disturb the system that is established unless it gets unstable, but there have been a lot of clients who have shown interest, and reached price negotiations but have chosen competitors because of the premium pricing.

• microsite configurations
• update locations
• update IVRs
• View/download call leads
• and view/download search + location analytics.
• They either assign one of their subordinates to do the daily checks of locations and rarely use the dashboard and use one a month to check up on the previous month's leads to calculate the total sales conversion percentages to share it with their P&L leads
• The core reason why they are paying and still have Sekel as their partner is Sekel consolidates their retailers GMB ( which they call it as GMB program ) since the marketing team finds it difficult to manage as they are very lean ( hardly 2 / 3 people ) in the retail marketing unit.

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​ICP 2 Store Owner - Rajat Patel

The most used feature for the store owners is the call leads and form leads where they view the leads they have received throughout the day, call them back, and update their status. They use the mobile app primarily. They are willing to spend anywhere from 3000 - 6000 to have their digital store to sell all the brands and not have one single brand managing their digital profile.

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For ICP 1

They hired Sekel to organize their universe of retailers. Consolidating their digital footprint, capturing their leads in one platform, and generating insights on customer behavior. Once that is done now their goal is to attribute revenue generated by the organic discovery of the stores which are part of this program and then use this to influence other stores to join the program or join their brands.

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​For ICP 2

They hire Sekel to generate more leads for their store. Their correlation to Sekel is that they get a lot of calls when Sekel manages their digital store. This directly translates to more sales and therefore financial goals. Their secondary goal is functional which is to digitize their physical store.

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Attached is the Tear Down PDF of onboarding.Sekel Tech Onboarding Tear Down_final4.pdf​

Here is the Heat Map of the home page and Contact Us page,

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Changes to be done

• To enhance the CTA Button by increasing its size and visual prominence.
• To reduce the font size of the conversion statistics or move it below the CTA to direct attention to the button first.
• To add a subtle background or border to the headline to increase its prominence without drawing too much attention away from the CTA.
• To minimize the attention on secondary navigation items such as the "Log In" button by using a less striking color.
• To Improve the visibility of the company logo by increasing its size or enhancing its contrast, making branding more apparent.

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• Increasing the font size or adjusting the color contrast of the main body text to make it stand out more.
• Highlighting the input fields with a more eye-catching color or shadow to draw more attention to the form itself.
• Increasing the spacing around the main heading and body text to create clearer separation and more emphasis on important information.
• Placing visual cues like arrows or lines directs the users' eyes from the main heading to the form fields and CTA button.
• have to simplify or reduce the prominence of the navigation bar elements that are currently pulling attention away from the main content and CTA.

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Below is the B2B selling process along with the suggestions of automation and reducing large manual effort.

• The lead is the retail marketing associate or executive, the decision maker is the Head of Retail Marketing, the influencer is the person who had exposure to this platform in their previous work where they used the same solution ( WOM ) and the blocker is the finance team who would compare the pricing offers from other players and choose a viable alternative.
• There is no script or battle cards for the sales executive.
• Most of the leads want discovery of their stores, so the sales team pitches them discovery along with other features of the retail.
• The common concerns are that they have a large number of retailers and are unable to have a solution at scale to get discovery and deliver leads to the retailers who mostly are multi-brand retailers too.
• In the below TAT is mentioned at each step, for overall conversion from lead interest to starting it takes anything between 3-12 months for large enterprises.
• The most common drop of points is once the pricing is shared the lead is hot, post that the lead drops off mostly because of the premium price point.

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Link - https://whimsical.com/process-journey-97C2iBiHAot4BfuFGKyk1M

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Sekel is in the early stage. Looking at the current retention customers, they all have more than 800 locations, therefore below is the key activation metric. There are hypotheses for large enterprises only since the data is only available for them.

The brand ( via Neha Sharma ) has set up >800 locations after the pilot.

• Commitment? Yes. Since a large base of stores are benefiting from the program and are happy getting daily leads to their stores.
• Value of the product? Yes. Again number of locations is crucial for the performance of the product to deliver the core value prop - a higher number of leads.
• Affect conversion? Yes, because once the locations and leads are streamlined then it's easier to manage.

To achieve this stage below are the key stages that are hypothesized

Hypothesis 1

The brand has shared >100 stores and shared the brand's inventory within 1 month.

This requires access to GMBs, setting subdomain access, getting images + videos, and integrating the store locator on their main website.

• Commitment? Yes, since they are sharing their data.
• Value of the product? Partially. Ability to see the discovery created, until the traffic and leads data is visible complete value prop is not yet realised.
• Affect conversion? Yes, since they are willing to experiment and discover the value.

Hypothesis 2

The brand onboards all the ( >100 ) dealers and trains them for the platform within 2 months.

• Commitment? Yes, since they are willing to talk to their retailers
• Value of the product? Yes, retailers are the people who get the leads and they are responsible for selling the brand's products.
• Affect conversion? Yes, a strong correlation with leads to Sekel can influence the brand to listen to the retailers.

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Hypothesis 3

The brand has integrated sale data (invoice/warranty) within 3 months.

• Commitment? Yes, since they are sharing their data to calculate conversions
• Value of the product? Yes, seeing the conversion percentage from leads to sales.
• Conversion? Yes. This demonstrates the offline to online journey of a user for the brand.

Hypothesis 4

The brand has integrated inventory data within 4 months.

• Commitment? Yes, since they are sharing their data to increase product discovery
• Value of the product? Yes, seeing the traffic increase and leads increase because of this
• Affect conversion? Yes. This demonstrates the offline to online journey of a user for the brand for each product across the stores.

Once these are realized the brand realizes to increase the stores now to ~1000 to have a higher impact of the discovery.

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Other Metrics

Other metrics that need to be monitored are essential for seeing growth for the Brands

Quantitative

1. Number of leads
   This tracking helps to show the value prop to the brand and store owners. Enables addressing any issues with a particular metric. Fixing or making changes to turn around enables the numbers.
   
   - By Stores, city, region, state, Country.
   - B day, week month, quarter, year.
   - Per brand.
   - Also tracking, the number of answered, missed, and not connected calls.
   - Increase or decrease of these metrics per the previous period.
   
2. Count of impressions
   This tracking helps to show the discovery value online across all the channels to the brand and store owners. Enables seeing a drop in any digital asset and modifying to update the asset.
   
   - By Stores, city, region, state, Country.
   - By Day, week, month, quarter.
   - Per brand
   - Increase or decrease of these numbers per the previous period
   
3. Count of Conversion percentage ( total converted leads / total leads )
   This is the core value metric used to showcase the revenue contribution to the brand. Tracking helps to see how more can this be increased for the brand and the store.
   
   - Overall, by store, city, region, state, and Country
   - By, day, week, month, quarter, year. Per brand
   - Increase or decrease of these numbers per the previous period.
   
4. Tracking leads to Sales cycle
   Time taken to convert from lead to sales
   - Average, by store, city, region, state, and Country
   - By, day, week, month, quarter, year.
   - Per brand
   - Increase or decrease of these numbers per the previous period.
   
5. App and web logins of the store owners
   This shows the engagement of the stores to see if they are using the application to reach out to their leads and sell more. Gives a sense of adoption.
   
   - Per brand, per day, week, month, quarter, and year.
   - Per Store, city, state, region and Country.
   
   Qualitative
   
6. Store Reviews
   This metric to measure the sentiment analysis of the stores of the brand
   - Per brand.
   - Overall sentiment analysis, per store, city, state, region and Country.
   - Count of Store reviews, per store, city, state, region and Country.
   - Per day, week, month, quarter, and year.

For Sekel's Activation or Onboarding clients

Quantitative Metrics

1. Number of leads per source
   This enables where the ICP is discover Sekel to estimate the ROI for the channel and make appropriate decisions on the channel strategy.
   
   - Tracking leads per source, from the website, Ads, and partner program.
   - Tracking them as per ICP too.
   - Tracking per Industry
   - Tracking per country too.
   
2. Conversion metrics
   Onboarded / Total interested. Activated / Onboarded metric to be measured
   
   - Tracking per lead source.
   - Tracking per ICP.
   - Tracking per month.
   - Tracking per industry
   - Tracking per Country
   

Qulitative metrics

1. Product reviews
   - Tracking the product reviews from both the ICPs across the activation milestones.
   - Tracking roadblocks and challenges.
   - Tracking satisfaction of the active dealers.