Acquisition project | Angoor AI Private Limited
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Elevator Pitch
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1. Angoor AI is developing a generative AI B2B SaaS CRM to help D2C brands serving customers over Meta platforms create hyper-personalized user journeys by maintaining an omnichannel presence catering to their customers at scale.
2. We compete in the growing CRM and social media marketing market, which last year was a together total market of $184B
3. We are similar to Microsoft business co-pilot operating in the mid-market B2B sector targeting businesses selling products on Meta platforms like Instagram, Whatsapp, etc.
4. Currently, we are a team of 6, founders who graduated from IITB. We have developed our product and are closing our early pilots with 5 clients.
5. We are targeting a $100k revenue by the end of 31st Dec 24 and looking for a fund of $1.5M to help us expand our product capabilities scale our business and incur expenses towards hiring manpower and marketing expenses.
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Problems:
- Fragmented Information: Businesses cannot extract actionable insights from unstructured or missing data, preventing informed decision-making and thus ensuring a disjointed information feed.
- Lack of Seamless Context Sharing: Due to the disparity of the communication mediums and the teams within organizations, misinterpretation and inefficiency outcomes.
- Businesses experience barriers to effectively sharing and understanding context across modern channels such as social media, emails, and website interactions.
- Inefficient Engagement: Exhausting menu-based chat interfaces and muddled conversation systems obstruct efficient interaction with customers, which leads to poor user experience and lowered customer satisfaction.
- Overdependence on Human Resources: Scalability is usually hindered by human resource restraints which make it difficult for businesses to provide quality services for large numbers of customers due to lack of efficiency.
- Negligible Personalization: Businesses are unable to be personalized when it comes to catering to customers, and as a result, customers' needs are not satisfied, which creates a huge gap between customers and business.
- Complexity in Business Logic: While application logic remains a challenge to most organizations since it calls for expertise to understand and implement correctly, this affects agility and the innovation process.
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Solution:
- Enhanced Insight Generation: A platform developed by Angoor AI automatizes engagement work and generates insights from customer interactions that are hyper-personalized so the business can extract data with meaning and make data-driven decisions.
- Seamless Context Sharing: The omnichannel CRM platform of Angoor AI provides a single source of truth across all customer touchpoints, facilitating consistent sharing of context and consistency in communication.
- Efficient Engagement Automation: Through the automation of engagements on multiple channels, Angoor AI systematizes customer interactions, enhancing the experience and comfort of the customers.
- Scalability with Reduced Dependence on Human Resources: The scalable architecture of the Angoor AI system allows companies to deal with the ever-growing flow of customer inquiries and interactions without having to depend on human resources.
- Hyper-personalization for Improved Customer Experience: Our platform provides personalized customer insights that are based on customer interactions. This means that a business can create targeted advertising and engagement strategies that fit individual preferences.
- Simplified Business Logic: Angoor AI allows the simplification of business logic into easy-to-understand terms for the stakeholders, thereby enabling them to make insightful decisions and boost business growth.
USP:
- Deep integration of Generative AI in features and workflows: What makes Angoor AI unique is its native Generative AI technology stack that automates conversations, provides hyper-personalized insights, and facilitates conversational analysis, thus differentiating it from conventional CRM systems.
- Omni-channel Integration: Similarly, Angoor AI incorporates the possibility of connecting with customers across various platforms such as social media, emails, and direct messages, ensuring a structured and consistent communication strategy.
- Instagram Integration: Angoor AI innovates in Instagram as a sales channel, enabling the business to expand reach and present customer engagement in the dynamic social media environment.
- Hyper-personalized Insights: Angoor AI is beyond the basic analytics; it uses customer interactions to provide hyper-personalized insights that allow businesses to tailor marketing campaigns and engagement strategies effectively.
- Simplified Business Logic: Our Flow Management System enables businesses to explain their logic in simple written English, where our proprietary Angoor Engine takes over to accomplish these tasks with our state-of-the-art context management.
- Scalable Architecture: Our system can handle increasing numbers of interactions without sacrificing quality or efficiency, supporting business growth and expansion plans.
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Product Features:
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Understanding the Users
- Decision Maker- CXOs/Directors, Team Leads (Sales, Customer Support and Marketing)
- Influencer- Team Leads, Employees (someone known in the company), Existing customers and WOM
- Blocker- Team Leads (Finance/HR) {
- Migrating to a new platform is a hassle
- Insufficient human capital for managing the platform
- Gen AI is an expensive solution
- Lack of compliance at this stage}
- End user- Employees will be using the product, but analytics will be checked by Team Leads, CXOs
ICP:
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Criteria | ICP1 | ICP2 |
| Name | Apparel brand | Aggregator |
| Company Size | 100+ | !00+ |
| Location | Global | India |
| Funding Raised | $5M+ | $5M+ |
| Industry Domain | D2C, B2C | B2B |
| Stage of the company | Growth | Early/Growth/Scale |
| Organization Structure | CXO->Directors/Team Leads->Employees | CXO->Directors/Team Leads->Employees |
| Decision Maker | CXOs/Directors, Team Leads (Sales, Customer Support and Marketing) | CXOs/Directors, Team Leads (Sales, Customer Support and Marketing) |
| Decision Blocker | Team Leads (Finance/HR) { Migrating to a new platform is a hassle Insufficient human capital for managing the platform Gen AI is an expensive solution Lack of compliance at this stage} | Team Leads (Finance/HR) { Migrating to a new platform is a hassle Insufficient human capital for managing the platform Lack of compliance at this stage} |
| Frequency of use case | High | High |
| Products used in the workplace | Zoho/Hubspot, Gupshup/AISensy/Interakt/Wati, Meta and Google marketing | Zoho/Hubspot, Gupshup/AISensy/Interakt/Wati, Meta and Google marketing |
| Organizational Goals | Acquire more customers (using automation or marketing solutions instead of human capital) | Acquire more customers (using automation or marketing solutions instead of human capital) Reach existing customers and provide a better experience |
| Preferred Outreach Channels | WhatsApp, Instagram, Website visits | LinkedIn, WhatsApp, Instagram, Community channels, WOM, Sales/Lead Generation Agency |
| Conversion Time | 1 week - 4 weeks | 1 month - 2 month |
| AOV | India (500Rs+/user) USA (60$+/user) | LTV: 50K+ |
| Motivation | Provide a better experience to their customers and manage customers across multiple channels with a better understanding of users | Provide a better experience to their customers and manage customers across multiple channels with a better understanding of users |
| Organization Influence | Team Leads, Employees (someone known in the company), Existing customers and WOM | Team Leads, Employees (someone known in the company), Existing customers and WOM |
| Money Spent | Multiple platforms to cater to their customers | Multiple platforms to cater to their customers |
Why Us | To reduce multiple platforms and get a better understanding of individual user | Lack of automation in B2B communications and high dependency on human capital |
Time Spent | Multiple platforms to manage data | Multiple platforms to manage data |
Current problem | Managing multiple platforms and segregated user information | Managing multiple platforms and segregated user information |
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​
we have multiple users of a product and not all of them can be our ICP for whom we make our strategies, we need to prioritize.
(use this ICP prioritization table)
Criteria | ICP 1 | ICP 2 |
|---|---|---|
Adoption Curve | High | High |
Appetite to Pay | Medium | High |
Frequency of Use Case | High | High |
Distribution Potential | Medium | High |
TAM | Chatbots+CRM+Marketing market ($150B+) | Service Industry ($1.3T+) |
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Understand Market
(begin by doing a basic competitor analysis)
Factors | Microsoft co-pilot studio | Real Fast | Botpress | Many Chat |
|---|---|---|---|---|
What is the core problem being solved by them? | Enhancing productivity and efficiency in workplace communications and operations by integrating AI into Microsoft 365 applications | Enhancing real-time decision-making with AI-driven analytics for the financial markets | Providing businesses a platform to build and manage chatbots, enhancing customer service | Simplifying the creation and management of chatbots for marketing, sales, and service on Meta platforms |
What are the products/features/services being offered? | AI-powered tools within Microsoft Office applications, enhance document creation, data analysis, and communication | AI-powered platform providing predictive analytics for financial markets, focusing on speed and accuracy | Open-source chatbot platform that supports natural language understanding (NLU) and integration with existing business systems | A platform for building chatbots on Facebook Messenger, WhatsApp, and other social media with no coding required |
Who are the users? | Enterprises, small businesses, and professional users of Microsoft 365 | Financial analysts, traders, and institutions need real-time data and predictive insights | Developers, small to large businesses looking to automate interactions | Marketers, small to mid-sized businesses, and digital entrepreneurs |
GTM Strategy | Leveraging existing Microsoft Office user base and enterprise solutions channels | Targeting financial professionals and institutions through direct sales and strategic partnerships | Open-source model to encourage adoption and contributions, with enterprise versions for monetization | Direct to consumer through online marketing, strategic partnerships with marketing agencies |
What channels do they use? | Direct sales, partner channels, online through Microsoft's existing platforms | Direct sales, online platforms, partnerships in the financial sector | Online distribution, GitHub, direct sales for enterprise solutions | Online advertising, social media, content marketing |
What pricing model do they operate on? | Likely subscription-based, integrated into Microsoft 365 plans | Likely subscription-based with different tiers based on access levels and features | Open-source with enterprise licensing fees | Freemium model with premium features available at various subscription levels |
How have they raised funding? | Funded internally as part of Microsoft's product development | NA | Venture-backed, details on specific rounds and investors would require further research | Raised funding through venture capital, specifics on the amount and investors would need additional verification |
Brand Positioning | Positioned as a leader in workplace productivity and enterprise software solutions | Marketed as a leader in speed and precision for financial analytics | As a flexible, developer-friendly chatbot platform | Accessible and powerful tool for social media engagement |
UX Evaluation | Focuses on seamless integration with existing Microsoft products, ensuring familiarity and ease of use | Designed for efficiency and ease of use in high-stakes environments | Developer-centric design, with emphasis on ease of integration and customization | User-friendly interface, geared towards non-technical users with drag-and-drop functionalities |
What is your product’s Right to Win? | ​ | |||
What can you learn from them? | Importance of integrating AI to boost productivity and using an established user base for new product introductions | Importance of real-time data in decision-making processes and the potential of AI to transform traditional industries | Leveraging the open-source model for widespread adoption and community-driven innovation | Effective use of a freemium model to scale user base quickly and the importance of user-friendly design for tech products |
To calculate the Total Addressable Market (TAM), Serviceable Available Market (SAM), and Serviceable Obtainable Market (SOM) for Angoor AI, let's define these components:
1. Total Number of Potential Customers (TPC): This refers to the total number of businesses globally that could potentially use a CRM for managing customer interactions on Meta platforms. For this calculation, let's assume a rough estimate based on the number of businesses actively advertising or engaged in commerce on these platforms.
2. Average Revenue Per Customer (ARPU): This is the average revenue Angoor AI expects to generate from each customer. Given the B2B nature of the product and the outlined prices, we can estimate an ARPU.
3. Target Market Segment (TMS): This is the percentage of the total market that Angoor AI aims to capture initially. It could be defined by the focus on businesses of a certain size or within a specific geographic location.
4. Market Penetration/Share (MPS): This is the percentage of the SAM that Angoor AI realistically plans to capture within a specified time frame.
Some assumptions for these calculations:
For ICP-1:
TAM = ~$135B (CRM+Marketing industry)
- TMS: 0.1% of the global market, focusing on mid-market businesses.
- MPS: 0.1% within the first few years of operation.
Calculations:
- SAM (Serviceable Available Market)
SAM = TAM * TMS
SAM = $135,000,000,000 * 0.1% = $135,000,000 - SOM (Serviceable Obtainable Market)
SOM = SAM * MPS
SOM = $135,000,000 * 0.1% = $135,000
For ICP-2:
TAM = ~$1.3T (Service Industry)
- TMS: 0.05% of the global market, focusing on mid-market businesses.
- MPS: 0.05% within the first few years of operation.
Calculations:
1. SAM (Serviceable Available Market)
SAM = TAM * TMS
SAM = $1,300,000,000,000 * 0.05% = $650,000,000
2. SOM (Serviceable Obtainable Market)
SOM = SAM * MPS
SOM = $650,000,000 * 0.05% = $325,000
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Designing Acquisition Channel
(keep in mind the stage of your company before choosing your channels for acquisition.)​
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Channel Name | Cost | Flexibility | Effort | Speed | Scale | Budget | Chances of conversion |
|---|---|---|---|---|---|---|---|
| Organic | Low | Low | Medium | Low | Medium | Medium | Medium |
| Friends and family | Low | Low | Low | Low | Low | Low | High |
| Colleagues | Low | Low | Low | Low | Low | Low | High |
| GrowthX | Low | Medium | Low | Low | Low | Low | High |
| Razorpay | Low | Low | Low | Low | Low | Low | High |
| IITB community | Low | Medium | Low | Low | Low | Low | High |
| Other Community | Low | Low | Low | Low | Low | Low | High |
| T-Hub | Low | Low | Low | Low | Low | Low | High |
| Paid Ads | High | High | Medium | High | High | High | Medium |
| Referral Program | Low | Medium | Medium | Medium | Medium | Low | High |
| Product Integration | Low | High | Low | Medium | Medium | Low | Medium |
| Content Loops | Low | High | Medium | Medium | Medium | High | Low |
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Detailing your Acquisition Channel
Organic Channel
Type of search | Keyword | Search volume (avg monthly) | Difficulty to rank on seo | Avg cost per click | Projected Click through rate | Cost per website/app land | Website land to conversion rate |
Use case | WhatsApp API automation | 100-5k | Low | 40 - 500 (Avg 100) | 0.025 | 1000 * 100 * 0.025 = 2500 | 0.05 |
Instagram automation | 1k-10k | Medium | 40 - 500 (Avg 100) | 0.05 | 5000 * 100 * 0.05 = 25000 | 0.05 | |
marketing on WhatsApp | 1k-10k | High | 40 - 500 (Avg 100) | 0.025 | 5000 * 100 * 0.025 = 12500 | 0.05 | |
marketing on Instagram | 1k-10k | High | 40 - 500 (Avg 100) | 0.025 | 5000 * 100 * 0.025 = 125000 | 0.05 | |
Email automation | 1k-10k | Medium | 40 - 500 (Avg 100) | 0.05 | 5000 * 100 * 0.05 = 25000 | 0.05 | |
manage customers data | 100-1k | Low | 40 - 500 (Avg 100) | 0.10 | 500 * 100 * 0.10 = 5000 | 0.05 | |
digital marketing | 10k-100k | High | 40 - 500 (Avg 100) | 0.025 | 50000 * 100 * 0.025 = 125000 | 0.05 | |
Competitor | gupshup api | 100-5k | High | 40 - 500 (Avg 100) | 0.025 | 1000 * 100 * 0.025 = 2500 | 0.05 |
interakt/wati whatsapp | 100-5k | High | 40 - 500 (Avg 100) | 0.025 | 1000 * 100 * 0.025 = 2500 | 0.05 | |
manychat instagram | 100-5k | Low | 40 - 500 (Avg 100) | 0.025 | 1000 * 100 * 0.025 = 2500 | 0.05 | |
Your product | CRM | 1k-10k | Medium | 40 - 500 (Avg 100) | 0.05 | 5000 * 100 * 0.05 = 2500 | 0.1 |
Marketing Platform | 1k-10k | Medium | 40 - 500 (Avg 100) | 0.05 | 5000 * 100 * 0.05 = 2500 | 0.1 | |
Chatot | 1k-10k | Medium | 40 - 500 (Avg 100) | 0.05 | 5000 * 100 * 0.05 = 2500 | 0.1 | |
Virtual Assistants | 1k-10k | Low | 40 - 500 (Avg 100) | 0.05 | 5000 * 100 * 0.05 = 2500 | 0.1 | |
Your brand name | Angoor AI | 10-100 | Low | 40 - 500 (Avg 100) | 0.10 | 50 * 100 * 0.10 = 500 | 0.3 |
The implementation focus remains on strengthening the SEO strategy and start writing blogs. Sharing testimonials and partnerships.
Community Channels
Angoor AI is a pre-PMF startup so, this is one of the most effective and cheapest customer acquisition channels. This includes:
1. Friends and family: Investors in the company
2. Colleagues: Ex-company friends
3. GrowthX: Founder's circle and community network
4. Razorpay: Founder's circle and community network
5. IITB community: Founder's circle and community network
6. Other Community: Part of multiple other social network groups around gen AI etc
7. T-Hub: Incubated at T-Hub
This is the most trusted channel for initial acquisition. This is a closed-known group that helps with product feedback and features.
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Product Integration
This is the fundamental acquisition channel and the core of the product. We will be integrating with multiple platforms throughout the journey.
Integrate with multiple CRMs and Marketing solutions.
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Channel name | Time to go live | Tech effort | #New users we can get (monthly)? |
Hubspot | Low | Medium | High |
Zoho | Low | Medium | High |
Meta Ads | Medium | Medium | High |
Google Ads | Medium | Medium | High |
Zomato | High | Medium | High |
Swiggy | High | Medium | High |
Amazon | High | Medium | High |
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Paid Ads
We are developing a marketing solution as well, so we will be using our product for Meta and Google Ads
CAC: LTV ratio is very high as it is a B2B business.
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Channel name | Cost | Flexibility | Effort | Speed | Scale | Budget |
Google search | Medium | High | Medium | High | High | Medium |
Google app campaigns | Low | Medium | High | Medium | Medium | Low |
Google Youtube | Medium | Medium | High | Medium | Medium | Low |
Medium | High | Medium | High | High | Medium | |
High | High | Medium | High | High | Medium | |
Programmatic | High | High | Medium | High | High | Medium |
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Pre-PMF stage so didn't plan out the complete marketing strategy, focusing majorly on early adopters and pilots and building the product.
Creating a compelling marketing pitch for the two Identified Customer Profiles (ICPs). Here are tailored marketing pitches for each:
​ICP1: Gen AI Automation
Headline: Unlock Your Brand's Potential on Meta Platforms with Angoor AI's Generative Automation
Body:
Step into the future of customer interactions with Angoor AI's cutting-edge Generative AI automation. Designed specifically for dynamic brands operating on Meta platforms, our CRM integrates seamlessly across Instagram, WhatsApp, and more, ensuring you never miss a beat. With Angoor AI, expect nothing less than deep, actionable insights and hyper-personalized user journeys at scale. Revolutionize how you engage with your audience, reduce dependency on extensive human resources, and enhance your customer experience with unparalleled efficiency. Ready to automate the future? Let Angoor AI be your guide to not just meeting but exceeding your business goals.
Call to Action:
Transform your customer interactions today. Schedule a demo to see Angoor AI in action!
ICP2: Basic WhatsApp Automation
Headline: Elevate Your Customer Engagement on WhatsApp with Angoor AI
Body:
Empower your business with Angoor AI’s essential WhatsApp automation, crafted to streamline your communications and foster meaningful connections with your customers. Ideal for growing businesses across India, our platform offers a robust suite of features that simplify interactions, provide personalized experiences, and enhance your customer support capabilities. From automated responses to comprehensive customer insights, Angoor AI ensures your brand stands out in a crowded market. Embrace efficiency, scale your operations, and deliver satisfaction with every message.
Call to Action:
Boost your WhatsApp engagement effortlessly. Discover the power of Angoor AI with a free trial now!
Referral Program/Partner Program
WOM is the major source of this acquisition. The referral program is just an add-on to encourage businesses to provide other customers for our platform.​
Objective:
To leverage word-of-mouth to acquire new users by rewarding existing customers for referring Angoor AI to potential clients.
Target Audience:
Existing users who are satisfied with Angoor AI and likely to recommend it, including CXOs, Directors, and Team Leads in Sales, Customer Support, and Marketing.
Referral Reward:
Both the referrer and the referee receive benefits. The referrer gets a 10% discount on their next subscription renewal for each successful referral. The referee gets a 20% discount on their first subscription.
Referral Flow:
1. User Dashboard: A dedicated section in the user dashboard for referrals where users can see their referral link and track rewards.
2. Referral Link Sharing: Easy sharing options for the referral link via email, social media, or direct message.
3. Notification: Automatic notifications for referrers when their referrals join Angoor AI, and for referees when they are eligible for discounts.
Referral Message:
"Join me in transforming customer interactions with Angoor AI! Sign up with my link and get 20% off your first subscription. I'll get a 10% discount too, so it's a win-win!"
Tracking Referrals:
A robust tracking system in the user dashboard allows users to see how many people have signed up using their link, their pending rewards, and the total discounts earned.
Strategies to Increase Referrals:
- Group Referral Incentives: Additional discounts for users who refer multiple new customers within a certain timeframe.
- Limited-Time Offers: Special promotional periods where referral rewards are temporarily increased to encourage more sharing.
- Referral Competitions: Competitions among users to see who can refer the most new customers within a period, with significant prizes for the top referrers.
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(Don't spend a lot of time on design. This is for you to communicate how the referral hook will look)
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Content Loop
Not that helpful at this stage
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Platform | Engagement Rate | Content Type Suitability | Reach |
| Social Media Platform | Low | Success stories | Medium |
| Content Sharing Platform | Low | Testimonials | Medium |
| Inshorts | Low | Achievements | Low |
| Blogs and Websites | High | Tech and Features | High |
| Online Communities and Forums | Medium | Testimonials | Low |
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Hook | Generator | Distributor |
Success Stories/Testimonials | Company | Company |
Gen AI advancements | Company | People |
General blogs/adds about features | Company | Users/Customers |
Business co-pilot flows | Company/Users | Users/Customers |
Other Strategies
- Influencer Marketing: Collaborate with influencers and thought leaders in the B2B space to create awareness and credibility.
- Industry Conferences and Trade Shows: Participate in relevant events to showcase the product capabilities and network with potential clients and partners.
- Podcasts and Web Series: Sponsor or create podcasts and web series that cater to business and tech audiences to discuss industry trends, insights, and the benefits of AI in CRM.
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