Growth Model Design project | Lokal

One platform for everything local

Trusted by over 45+ million Bharat users

Our Vision

Building a one stop place for all local needs for billion non-English speaking Indians.

Our story

Founded in 2018, Lokal is on a mission to strengthen hyperlocal communities by enabling its mostly non-English users to share, interact and transact in their regional language. Lokal users gain access to hyperlocal information such as daily commodity prices, local jobs, real estate, matrimonial, local business advertorials and classifieds which would otherwise be scattered across local newspapers.

The app is available in Kannada, Telugu, Tamil, Malayalam, Gujarati, Bengali and Marathi, and has 45M+ downloads with a presence across 1000+ towns and 250+ districts across India. Having achieved unmatched user density in deep tier 2 & 3 locations in India, Lokal has raised Rs 120 crore in a Series B funding round from new investors Global Brain and Sony Innovation Fund and is also been supported by marquee investors, namely 3 one 4 Capital, India Quotient, Y Combinator.

Latest local Updates for Bharat

Stay informed with latest local stories. Explore breaking, local, and trending topics from trusted sources around your locality.

Jobs from diverse categories

With 25 lakh+ job opportunities available, reach out to the recruiter directly to apply based on your qualification and interested job role.

Approaching Bharat via Lokal

Unlock your business growth today by advertising on Lokal App. Reach your target audience easily, boost brand visibility, and drive results. Partner with us to elevate your marketing strategy today.

Step 1: Decide your Northstar metric for Lokal

Lokal currently has:

45 million downloads
10 million Monthly active users
3 million daily active users
Average daily engagement time ~ 12 mins
Average no of sessions done by users ~ 4 sessions
Average news cards consumed per session ~ 15

As Lokal is at Early Scaling stage, north star metrics for a news (Social Media) application would be:

# engaged sessions
# average time spent

Step 2: Build the growth equation for Lokal

AVOD

Revenue = No of free customers X Average No of Sessions Per User X Average Ad Revenue per session

Lokal last year made $3 Million using AVOD

Step 3: Collate current metrics of Lokal

Current monthly new users

1250000

Current definition of casual users	Uses Lokal App for less than 15 minutes on a daily basis
Current definition of core users	Uses Lokal App for 15 to 30 minutes on a daily basis
Current definition of power users	Uses Lokal App for 30 minutes+ on a daily basis

Activation metric definition

Use Lokal App for 3 consecutive days for ~ 15 mins on a daily basis

Step 4: Establish the nuke scenario for Lokal

Existing users

10,000,000

80%	70%	64%	50%	47%	40%	38%	36%	34%	32%	30%	28%	28%
Month 0	Month 1	Month 2	Month 3	Month 4	Month 5	Month 6	Month 7	Month 8	Month 9	Month 10	Month 11	Month 12

https://docs.google.com/spreadsheets/d/1-MGeciBnK5n2Pt7ZZxmJ9sUhQArJgz49QMZ-E9BGOII/edit?gid=1121463088#gid=1121463088

Nuke scenario is what happens to Lokal in terms of number of users if no new users are added for next 12 months. In such a scenario, two aspects come into play.

Effect of retention rate
Effect of resurrection

We have to grow revenue from $3 Million to $20 Million

Step 5: Calculate Incremental Growth for Lokal

Currently, $0.025 is the monthly Ad revenue per user which we need to take to $2

https://docs.google.com/spreadsheets/d/1wT03w7JMtc6-pbRe3svj7CZTwe45tPnSrId-U8rRhfw/edit?gid=0#gid=0

Step 6: Identify core levers for Lokal

Increase CPM
Increase Perceived Value
1. Enhance the overall advertising performance & drive higher revenue for brands
2. 1. User Segmentation
  2. Cohort Targeting
  3. Ad Selection
  4. Ad Personalization
  5. Ad Delivery Optimization
  6. Performance Tracking and Analytics