India's ports act back bone for shipping 95% ( Source: Invest India ) of goods Volume into the country and outside the country. In this cargo, List of most shipped cargo is

• containerized cargo
• crude oil
• machineries and others

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Due to Increased volume of trade & containerization of goods moving in ports, we see humongous vehicle traffic at ports sometimes waiting for days for loading and unloading of cargo from trailers. Lot of these trucks are operated by individual operators with demand coming from corporates.

Effectively ports operates as Hub for receiving cargo and Various spokes are roadways & railways bringing in cargo from other nodal points like Container Freight Station(CFS) & Inland Container Depots (ICD) and directly from factories.

these trucks are majorly owned by individual owners with less than 10 trucks . 85 % are fleet in owned such small fleet owners

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Product : Aggregation platform for container trailers built on ONDC network by placing booking directly by corporates

Industry : Freight Logistics-B2B ocean Freight

Product stage : PMF

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Current Process :

Cargo movement is currently outsourced by factories to third party providers. these third parties are further involved with multiple intermediaries to reach the actual transporter. these intermediaries end up taking a cut from transporter's revenue who operate with a thin gross profit margin of 15-20%.

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these intermediaries leads to Delay and improper communication to end customer ,sometimes causing delay in shipment and causing pain at critical situations thereby affecting TAT and operational efficiency of factories and trailers

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​Why This Product :

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Benefits For Customers:

1.Reduce Intermediaries

2. Timely availability of vehicle for Shipment of Containers for Customers ( To Avoid Paying Additional Storage Charges.

3.Standardize shipment cost for distance travelled per unit weight

4.Bring uniformity and seamless movement to and from port/CFS in supply chain

5.Digitized Documenationa and live tracking with pre-informed Estimated time and date of Arrival

Benefits For Trailer Owners :

6.24/7 Dedicated call support

7.Resting Points for Driver Welfare & safe parking points with security

8.Road side assistance for vehicles ( to ensure they reach on time)

9.Improved cash flow by quick Payment after trip completion instead of 45-60 days

10.Instant Access to loads from 100s of reputed organizations live on ONDC

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Proposed application flow for customer:

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This market is cluttered with mix. of organized and unorganized players

1. providing integrated services Such as Warehousing, Customs Clearance Documentation along with Transportation of Containers providing Customers a slew of services through mix of in-house & thirty party support.(Network & Fixed Contracts is the Moat) .Ex: kerry indev Logistics, Ceva logistics, Allcargo CFS

2. Few Tech players are Building a platform by providing services in broad road transportation sector across various kinds of light Commercial vehicles (LCV) with little focus on port segment. most of vehicles on this platform are in less than 18MT segment in MCV . Ex: Let's transport, Trucknetic, Blackbuck, Vahak ( Data is moat with fixed contracts for recurring venue )
3. Unorganized players : The dominant players in the market in terms of volume, but little in terms of capturing value created.( Roughly80%-market share, less than 10 Vehicles ) .this group supports the 1st and 2nd group during demand fluctuation

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INDUSTRY TAM:

Indian Logistics Industry is $300 Billion

Intercity road logistics is 75% is $225 Billion

In this Intra city Logistics is 8 % which is $ 18 Billion( less than 200 Km)

TAM For This Product:

To Calculate the TAM , we adopt the Top -Down Approach.

Here we take the ceiling of the business from publicly available data from investor reports of public companies(ex: Adani Ports ) and arrive at TAM and deduce to SAM,SOM

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TAM= total Containers shipped to/From India per year * Average revenue per trip * Margin per trip

( 1 TEU = 1 twenty feet container)

​ *Data from Listed company's Investor communication letter

TAM =18M*15000* 0.03=810 Crore Revenue per year

TAM is 810Crore /year

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Service Addressable Market :

SAM can be calculated by considering Share of Organized and unorganized business and Willingness to move away from traditional relationship based business to adopt Tech for this.

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SAM Is 486 Crore/year

*Integrated Companies provide end to end solutions including cargo booking slots in ships, storage at warehouse, port services along with transportation. these customers are not ideal target for PMF stage as their needs are even bigger and we are Providing a limited offering now. so, they are not considered now for now during acquisition.

We have this opportunity to serve remaining Business with SOM of 486 Crore potential Revenue/year

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Servicable Obtainable Market:

India has 13 major ports and 12 minor ports spread across 8 states and over 150+ Inland Container Depots in the hinterland.

As in PMF Stage, we are not active in all markets. we are focusing on one specific city in one state to find right fit before scaling.

so, we further narrow down market size to current geography where we are active in now

Serviceable Obtainable Market is 116 Crore /year

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Customer-ICP

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Here we have identified the various Potential ICPs for the product

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we use this ICPs and apply our framework For user selection depending on stage of product .

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Based on above analysis ,ICP-2 is shortlisted,

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​Core value Proposition of the Product:

1.Book Trailers on-Demand from vast selection at your price point. (For Shippers)

2.Avail Direct Loads from reputed companies directly in ONDC, Reduce waiting time and Increase Profits.

3.Pay Transporters Early with Invoice Discounting Model (For Truckers).

4. Use Govt. Port data From Unified Logistics Interface Platform(ULIP) Portal to plan trips Timely reducing waiting time at ports

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Stage : PMF

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JTBD :

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Functional: Ability to serve fluctuating demands

Financial : On-time Clearance , saving additional Cost on storage

Personal: Time Saved from frequent calls and follow ups with transportation companies

Social :

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For the Product , we do the Channel categorisation

Events/Expo

As current mode of initial contact with customers in this industry are mostly physical, followed by through email and contact over call. we have to establish trust and relationship with customers before doing a transaction. so, warm in-person introductions and briefings create trust, reliability and awareness on the technology before doing a transaction .

As Life Time Value of customer is high and B2B conversion lead time are longer, Connecting with right person in authority and user at event gatherings can make big impact to business and shorten the lead time. Industry events and exhibitions provide a unique opportunity where a lot of interested audience converge at a single location to know about the developments in the industry.

We can list down the associated events and gathering happening over next quarter with regards to logistics, Manufacturing, Warehousing. enrolling and booking stalls earlier and preparing demos will keep us ready.

Implemenation:

We have to identify prominent entry/visible of physical real estate to place physical ads in TVs and banners once entered into the event venue. This creates first impression of brand before entrying the stall/podium area.

Then we have in stalls and run live videos of application working on large TV. thereby attracting interested Customers quickly to location as we have established visbility early on.

Clean neat visuals, attract customers to our podium/stall.

we sit and give a neat brief and have a discussion about their expectation and how our tech can solve that. We show live demo and functioning of product. this creates an excitement to explore the product.

Promos:

we give on the spot offers for customers willing to digital experience in transportation.

we give a 3 month trial with zero platform/service cost.

Post Event Promos:

then, For Those who signed up,we give a 3 month trial with zero platform/service cost with additional progressive rewards like free miles to book again and encourage positive behavior.

Further Follow up:

Those who have given a positive feedback on the form post event ,we get back with a personal email to check in for direct factory meeting, where we establish contact with senior authority and bring awareness about our current product and offerings.

Introducing new business specific offerings such as guaranteed availability of vehicle at peak demand, Quarterly offers like no service charges for next 100 container Shipments.

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Event Buzz:

1.Quick video from Current customer of our company visiting the stall and talking about product in social handles such as LinkedIn and Twitter and youtube with appropriate tags of industry body is going to increase impressions and engagement attracting potential would be customers to platform.

2.Engaging well with organizer and giving short videos for event organizer which they will post on their social handles will bring brand awareness with almost zero cost.

Metrics :

1.No of new Enquires

2.Enquiry to Conversion ratio

3.Rating of product on feedback form

4.guage interest for adoption

5.Over 3 months, we can measure Net Cost /Customer acquired from events/exhibitions

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LinkedIn-founder's/Senior Leader's Long Form Content

This Place brings professional High Quality/High Intent Audience

Writing about relevant queries and FAQs from social handles bring engagement to brand .

Having a genuine audience, writings from senior folks by borrowing their trust , create a funnel of potential customers and activity to website

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Implementation Plan :

First 1-6 Months:

1.Initially starting content with most popular doubts from events /exhibitions, beliefs and further expanding slowly based on user problems and happenings in industry.

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Next 6-12 Months

2.This Content can be curated by looking at questions in quora,reddit,linkedin, personal inbox and search requests and further be directed to industry newsletter thereby providing valuable knowledge for free. this brings top of mind awareness of brand to potentially interested people in organization to engage with us in times of change.

Then:

3.Conducting AMA and helping out in dealing with specific issues such as pre or post transportation will bring legitimacy to our brand and attract right customers

Metrics to track:

1. Subscription rate
2. Engagement time period.
3. Opening Percentage of newsletter.
4. Percentage increase in Web traffic over the period.
5. Percentage increase in top level at entry of funnel -would be customers

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Word of Mouth

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With Event Conducted, Founder's Engagement in Linkedin and Emails Weekly,we have Created buzz across industry circles

We can Further Amplify this by implementing the below

1.we can further improve by Spreading our top 3 customer word of mouth feedback videos given in events by using social media such as linkedIn, twitter and on website.

By tagging industry events where this happened , we increase brand awareness and the customer also spreading the video in their social media which brings wider distribution across other companies and colleagues who are spread across in different companies.

This way we gain authenticity and trust by word-of-mouth from customers and also leverage the power of distribution of social media platforms with little to no cost and also drive traffic to our site.

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2.As our core pitch is vehicle anytime, we can partcipate in industry gathering /meetings like GATI SAKTHI ,SAGAR MALA,ONDC and Unified logistics interface program .these programs give free visibility and access to other customers engaged with port . we can easily tap into trust and endorsement of Port Authorities, as we are easing in reducing their traffic and streamline easy movement of goods.

These cost effective ways drive increase in customers and also keeping cost in check during initial stages and also giving getting faster feedback as we are closely engaged with customers

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Metrics to track :

1. Cost involved
2. New users increase over months

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