Eloelo- Monetisation Map
Eloelo and it monetisation structure
🔴 🔴 🔴 🔴 🔴
Context
Company Name: Eloelo- Live Chat, Games and Meet
Founded: 2020
Total Funding: 37M
Product
Just to set some context
Underlying are the different types of rooms which are there on Eloelo.
Underlying is the process which is involved for any user to go on call.
Litmus Test { Are we ready to monetise}
Retention
Deeper Engagement
Users | Power | Core | Casual |
|---|---|---|---|
Age | 22-35 | 18-35 | 18-26 |
Gender | Male/Female | Male/Female | Male/Female |
Maritial Status | Married/ Unmarried | Married/ Unmarried | Married/ Unmarried |
Location | Tier 1 & Tier 2 | Tier 1. Tier 2 & Tier 3 | Tier 2 & Tier 3 |
Frequency of usage of Eloelo | Everday | 3 times a week | Once a week |
Competitions used by the user | Sharechat, Facebook, Instagram, Moj, Youtube, Dating app (bumble/ tinder), azar, FRND | Youtube, Instagram, Facebook, Sharechat | Youtube, Instagram, Facebook, |
Interaction Pattern | Has at least 3 call- joins per day and spends a min of 1 hr per day on eloelo | Has at least 1 call-join per day and spend 30 mins on the app in total | Attends room as a passive listener and engages only in games |
Key Feature used on Eloelo | Multi Call, DM, Video and Audio Live, Games | ||
% of users | 25% | 50% | 30% |
Willingness to Pay
- What is the value which users are seeking from the platform
- Is the value being perceived and experienced by the users?
- What are the different services and product that they pay for and what is the natural frequency for the same.
- What is the purchasing power for digital products.
- How would they pay for the product
- If the users are activated to make digital transactions.
- What is the frequency of transaction and the AOV for the same
- What services/ product do they interact with once/ recurring basis
- What would help them pay more
User Insights
Power | Core | Casual | |
|---|---|---|---|
User perceived value from the product | Ability to build strong and deep connections & feeling the sense of valued and earning fame | Ability to build connections feeling the sense of valued and earning fame | Can start talking to people around them and across india to start building friendship |
Experienced the core value prop of the product | Join as a co-host on a video/audio live | Join as a co-host on a video/audio live | Join as a co-host on a video/audio live |
Services which they pay for | Ability to talk to like minded people as early and as long as they want | Fasten the process of getting on call & Games | Games, Gaming competition |
Natural frequency for the same | Everday | Once in every 3 days | Once a week |
Purchasing power of the user | High | Medium | Low |
Mode of interaction | Video + Audio+ Games | Video/Audio+ Games | Games+ Passive |
Frequency of transaction | High | Medium | Low |
AOV | 100 INR | 50 INR | 10 INR |
What would help them pay more | Fame and Support | Connections and fame | Social Validation |
Substitute Pricing
What core problems does our product solve for?
Use-case: The ability to build strong friendships online
Substitutes: Talking to friends IRL, Community groups for friendship, Mutual friendship, In-direct friendships
Substitute | Flexibility to use | Needs physical effort | Pricing (Base Plan) | Core Users | Perceived Value from the Application for the User |
|---|---|---|---|---|---|
Sharechat | Easy | Low | INR 18 | Families (Early morning status), Users who have free time and are looking for social validation | Entertainment, Status Quotes, Friendship |
FRND | Easy | Low | INR 99 | Individuals who want to talk to women and build bonds | Friendship & Relationship |
Moj | Medium | High | INR 79 | Individuals who are trying to find regional content and connect with individuals near them | Story/ Status worthy quotes, Entertainment, Regional |
MX Live | Easy | Medium | INR 385 | Users trying to find content for entertainment | Entertainment |
Bumble | Very Difficult | Low | INR 149 | Users who want to start friendship | Relationship |
Meetme | Very Difficult | Low | INR 99 | Ability to meet randomly people online very similar to omegle | Entertainment |
Omegle (Doesn't exist anymore) | Low | Low | Free | Ability to meet people across the globe randomly on video call and chat | Entertainment |
Validating what users are buying into
Users are buying into the value of access (Eloelo has deeper connections than other competitors and has completely legit users (no fake accounts)
Talked to 30 users to validate the willingness to buy
- Most of them had a concern around the price tag that would be attached around it.
- Users mentioned that they would ideally hesitate to perform a payment on the platform as the platform was free for most of their duration
- Use case, price-tag were few of the biggest concerns from our users.
- 50% of the users had a willingness to pay.
- Most of them also mentioned that they would like to wait it out and if even after that they do not get an opportunity then there might be chances that they might churn away from the platform and try free competitors
- The rest of the 50% had a willingness to pay as they were more connected to the creators on the platform and hence did not want to lost the bond and friendship which had been formed on the platform
Pricing Design
Who to charge
As per the framework, you will first charge the following:
- Champion users
- Loyalists
- Potential loyalists
For Eloelo, the core value prop is to make friendship and form deeper connections, which is lead by audio and video services on the platform currently. We will bucket users as per time spent inside live & no. of times the user joins as a cohost on multi call. The natural frequency for Eloelo is daily.
How our users experience this core value prop?
- Video Live Rooms + Gaming Rooms
- Audio Live Rooms
- Game (Ludo)
Segmentation of Users
When to charge
As per the framework,
You will charge the customer when you have created the right perceived value.
The inflection point
The user should have been a co-host on at least 3+ different live room and spent at least 10 mins per live room.
What to charge for?
Value | Additional Pointers | |
|---|---|---|
Core Value Proposition | Ability to meet new people and make new friends across India | |
The action by which they experience the core value prop | Joining call in Video and Audio rooms | |
What we will charge them for | Access & Fame | Time of the creator, Skip Queue, Fame on the platform, access to Leaderboard |
What is the core action from the user POV for which the user uses the product?
How much to charge
Experiments
For the current mathematical significance lets consider 100 as our RDAU and talk in percentages.
Title | Cohort affected (QUANTUM) | Frequency | AOV | Description | Action Performed by | Experiments | |
|---|---|---|---|---|---|---|---|
Monetisation Avenue 1 | Gifting | 70 | 3 times a day | INR 15 | We would allow users to appreciate and support their favourite creator with gifts which would allow the users to rank themselves on the call request bottom sheet as they can become co-host post this. | Core(20), Power(40) Casual(10) | INR 10 would attract a increase amount of user to pay. Biggest friction point is the First time buyer experience which we would give a higher discount to enable the users |
Monetisation Avenue 2 | Rank Booster | 30 | Every time they gift | INR 10 | Just to stand out of the list and provide the priority to the user in the call request bottom sheet | Power | As it is a special feature allowing users to stand out we would put it at a minimal price allowing users to rank and skip ranks through this |
Monetisation Avenue 3 | Gaming Charges | 15 | 5 times a day | INR 10 | Provide users with the ability to play and interact with the creator while playing game | Core, Power | We can play with the amount to understand the motivation of users interested to interact with games and live rooms |
Monetisation Avenue 4 | Game competition | 30 | Once a week | INR 15 | Users get an opportunity to participate and win upto 1000 INR if they win | Casual, Core, Power | As competition provides the user with the ability to win, we can test how much to charge based on the entry price x no. of participants |
Can be overlapping |
Perceived Value | I will use eloelo to avoid building and spending too much time on friendship and rather spend time building connections with like minded people |
Perceived Price | I have limited access to people around me and feel socially shy |
How to show pricing
System 1 & 2 Design
We would be following the System 1 as these are small micro transactions which would be very regular and the frequency of interaction would be higher than normal.
Main usage of the the purchase would be to get diamonds on the platform which would lead to them using the diamonds for access to creators time and support. and providing the creator with the ability to skip requests queues based on gifting performed by the user. Access to special leaderboard leading to Fame.
Clear communication about the benefits
Avenues to transact
Additional Thoughts
Quick Buyer Experience
As the user's only friction point is the First Payment Flow where the user has to go through the journey of trusting and making a purchase of diamonds through our payment gateway.
Post the purchase, they would be topped up onto the wallet, which the user can utilise in the live rooms.
Integration such as:
- Payment Gateways
- One-tap gifting
Would be some of the ideal steps towards a quick buying experience
First time and Repeat user experience
Pricing Model Selection Framework
GTM for launching pricing for our product
How would you pitch to this ICP?
How would you GTM to our existing users
In-App Communication
- Banners
- Creator Led
- Coachmarks and nudges
Outside App Communication
- IAM where creators can come live and talk to their Super fans based on the gifting structure selected by the creator
How would you solve for pricing adoption?
We would create smaller pack worth ₹1 as it would help us activate the users and convert them into a transacting users which would further lead to frequent transactions based on campaigns.
Campaigns can range from
- 1st time purchase
- Weekend Bonus
- Pay Day- Free Day
- Festive Campaigns
- Valentines Day campaign
- ETC
Disclaimer : As I am actively working on monetisation at my org, I have been bounded to share any details about the structure as we would be launching it soon into the market. Hence this was just some bits performed by me
Brand focused courses
Great brands aren't built on clicks. They're built on trust. Craft narratives that resonate, campaigns that stand out, and brands that last.
All courses
Master every lever of growth — from acquisition to retention, data to events. Pick a course, go deep, and apply it to your business right away.
Explore foundations by GrowthX
Built by Leaders From Amazon, CRED, Zepto, Hindustan Unilever, Flipkart, paytm & more
Crack a new job or a promotion with the Career Centre
Designed for mid-senior & leadership roles across growth, product, marketing, strategy & business
Learning Resources
Browse 500+ case studies, articles & resources the learning resources that you won't find on the internet.
Patience—you’re about to be impressed.