Onboarding project | Aggregation platform for 20/40ft containers

Product :

Aggregation platform of Large cargo movement trailers-20ft/40ft to & from PORT.

Core Value Proposition

Slotted timewise booking of vehicles for fast transportation from heavily congested ports(for Shippers)
Easy timely payment( for vehicle owners)
Consistent orders for vehicle owners to reduce idle time

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 Documentation and live tracking with pre-informed Estimated time and date of Arrival

Who are the Users (ICP)

	ICP1	ICP2	ICP3	ICP4	ICP5
Role Name	Logistics Head	Customer success manager	CFS-Import/Export Head	Transportation Company-Owner	Transportation Manager-Integrated Supply chain
Age	35-45	30-35	40-45	30-50	30-40
Responsibillity	Timely delivery of material to plant	Ensure cargo in shipped timely to and from mentioned location without damage in material	Increase Revenue and capture more wallet share through additional services	Do planning of shipments according to Customer requirements on within mentioned period .	meet Company metrics and turn around time requirements with max.revenue to company
Company Type	Manufacturing company(Ex:mfg of Steel,Glass)	Sea vessel Shipment company(Ex:MAERSK)	Container Storage and dispatch company to & from PORT(node in supply chain)(ex: allcargo,SATTVA CFS)	Pure Transportation Company	Integrated Supply chain Company(ex: kerry Indev,NTC Logistics)
Organization. Revenue	2000cr-2500 Cr/year	$1billion+	1000-1200cr/year	2.5-3cr/year	500-1000cr/yr
Used Apps	Whatsapp, SAP, GMAIL	SAP,cargowise,outlook,service now,whatsapp	freightos, myCFS,navis,gmail,whatsapp	GPS apps,facebook,whatsapp,gmail	outlook,SAP,
Pain Point	Avoid Excess Charge for storage,timely delivery for factory	Coordination with mulitple Parties responsible for shipment like PORT staff,Custom clearance team,Tranport incharge	Timely Consolidation and movement of goods to their location or to customer location(depending on requirement) with smooth flow in operations.Ensure vendors move in and out timely coordinated to meet time commitments	Vehicle availability at all times, time Quote to new customers, Ensure Driver discipline during duty.timely payment of bills to him.	Ensure timely availbility of vehicles for multiple customers on same date. Rent vehicle from outside apart from owned vehicle to satisfy demand. Balance fluctuation without additional impact on revenue
Preferred mode of contact	call,Email	Email,call	call, face to face,text	call,whatsapp,face to face	email,call,
Current Solution	Authorised Vendors	Affiliates & authorised vendors	thirty party & owned vehicles	thirty party & owned vehicles	authorised vendors & owned vehicles
Frequency of usage	average 400-500 trips/month	avg 5000 trips/month	1500-2000 trips/month	100 trips/moth	8000 trip/ month
Average spent per month	40L-50L	5cr-8cr	1.5 cr	10L	8cr
Current Alternatives	Manual dialing of known transporters with capacity	enlisted sub-contractors to source vehicles	company operated vehicles and outside vendors	Self owned vehicles	dialling vendors and requesting based on date and time
Tech Adoption	good.capable of using web/mobile apps	good.well versed with tech	good	medium-need to coached about usage	good.well verse about tech usage

User Persona

	ICP1	ICP2	ICP3	ICP4	ICP5
Ability to pay	Medium	high	high	low	medium
Frequency of use	Medium	high	high	medium	medium
TAM	Large	Large	medium	low	medium
Urgency	High	Medium	High	High	Medium
Distribution	High effort to scale	Slow progress	Proportionate Impact to scale	Impact medium for the effort	Low margin to scale
Tech Complexity	low	high	low	low	low

Top ICP is 2 and 3

Core JTBD :

	ICP2	ICP3
Functional Goal	Place immediate orders for vehicles to ease up space for new cargo in warehouse,and smooth flow of internal operations	Timely adherence to customer requirements by sending cargo with little buffer zone
Financial Goal	Shift cargo within budget	Shift cargo within budget and within lead time
Personal Goal	Effective utilization of time	Effective utilization of time
Social Goal	Getting appreciated by manager/Customer ,potential for promotion	Getting appreciated by manager/Customer ,potential for promotion

Primary Goal : Functional

Secondary Goal : Financial

As core product yet to to be live ,analyzing one of the potential competitor platform

BB.1.pdf

How to hypothesize and arrive at the metrics to track on

As a new product , Data could give a lead to track engaged users and new users, i can potentially track the below list of metrics

Metrics to be tracked:

time taken to Post requirement after every app download.
Idle unuse period of application on mobile.
Seems referral is not there in the application teared down now, we can experiment on referral to see ,if referral with rewards miles for every booking enhance new user funnel to create and continuous loop of current and new users
time taken to complete sign up to KYC update.
correlation of Acquistion mode and Retained users
Top up of Load balance wallet as sign of trust
Pre- saved pick up and drop locations for frequent use cases- signal of reliance on product
weekly active users
no. of trips/user
Inactive user
feedback and ratings on playstore app

Activation metric to track would be

This is new product needs Short and long term feedback, we can have

10 load trips completed in 30 days ( for complete end to end feedback of user experience)

Reasoning: This re-assures users love for the product and the painpoint it solves. Repeatedly opening of app and experciencing the core value prop. multiple times within a specified time is solid indicator of user accepting the value derived from product and benefits experienced by the company to pay for the product.

2.Customer Completion of KYC in 2 days time and books 1st trip within 3rd day of app installation.

Reasoning: This is one of strong indicators of fast adoption of the product . there is sign of willingness and trust on the product based on feedback on app store. so, that high demand /need to serve their requirements combined by right product with good user onboarding experience is working well for new customer to accept service

Pre-paid Load wallet recharge of 5000 rupees within 30 days of first trip:

Reasoning: Already filled wallet is a leading indication metric which hints that customers is going to come back to our platform to use our services. this combined with referral rewards, will create a closed loop cycle to make customer stick to the platform. this is further a acknowledgement of having a right experience with the platform and should be validated with a proper feedback after completion of each batch of trip

4. 10 vehicle requests listed on platform after first trip in 7 days. ( Instant satisfaction , free time to carry on other work )

Reasoning : this metric gives an understanding that customer has belief on the platform availability of supply and knows the capabilities to give their batch requirement at one go to our platform. this symbolizes trust and indicator of our adhe

5.Average time from posting load to vehicle sent to factory to delight users-turn around time for every trip

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