Context

Product understanding

Porter is India's Largest Marketplace for On-demand Intracity Logistics with the mission of "Moving a billion dreams, one delivery at a time"​

​

For this project,

• The "spot" (on-demand) business is selected.
• Since Porter is a two sided marketplace, a choice has been made to focus on the demand side i.e. the customers and NOT the driver-partners.
• PMF is achieved. There is good amount of word of mouth acquisition, retention and qualitative voice of the customer surveys to indicate value of the product.
• The product is in between early scaling and mature scaling stage. I have selected the stage as early scaling as there is significant potential in focusing on the acquisition of JTBDs for early scaling.

Important customer experiences

Booking flow for trucks

​

​

Customer app review in respective mobile stores

​​

Brand campaign

Website home page - first screen

​

User understanding

Interview insights (Some samples)

​

Organization

Ideal Customer Profiles (ICPs) prioritization

Important nuances

• For customers without vehicle, the need is for all goods moment whereas for customers with a vehicle (own or captive through long term contract), the need is for peak management which spills over and above planned.
• While individually, ability to pay of small SME may be low compared to medium SME, collectively they make it up through volume.
• For the TAM evaluation, present or near future product capability is considered. This means that while for enterprises, TAM could potentially be very high, it is low in our case due to their use case (credit period, APIs etc.) not being addressed by the product.
• In some cases, the decision maker on which logistics service provider to be used, and the operational executor are not the same person. In such cases, one of the two parties could potentially be influencers or turn out to be blockers.

​

ICP prioritization​

Market understanding

Demand: Customer is forced towards poor pricing and poor experience

• Highly fragmented SMEs.
• Poor visibility of supply - each SME only knows 2-3 drivers.
• Ad hoc demand.
• Varied requirements - 2 kg up to 5 tons.
• Low volume, low ticket size but frequent requirement.

Competitors

Market sizing

Sources:

Source 1: World Bank - India

Source 2: "Logistics cost in India" report by National Council of Applied Economic Research (NCAER)

Source 3: "Intracity Logistics Market in India" RedCore report, 2021

1. 2022 GDP of India is USD 3420 Bn (Source 1).
2. GDP growth is 8.2% (Source 1).
3. 2023 GDP if India is USD 3700 Bn (Calculated from 1 and 2).
4. Logistics is ~8.4% of GDP (Source 2) which translates to USD 309 Bn.
5. Road logistics is 75% of the total logistics (Source 3) which translates to USD 232 Bn.
6. Intracity road logistics is 14% of the road logistics (Source 3) which translates to USD 32 Bn.

7. Top 50 cities intracity logistics is 50% of the intracity road logistics (Source 3) which translates to USD 16 Bn.
8. On-demand intracity logistics is 60% of the Top 50 cities intracity road logistics (Source 3) which translates to USD 8 Bn.

9. Porter is the leading organized pan India intracity on-demand logistics service provider. It is realistic to aspire for 50% market share which translates to USD 4 Bn.

​

Core value proposition

Product understanding

• Porter is in the business of providing on-demand, intracity goods transport for small and medium enterprises (SMEs).
• Customer problems are
• Vehicle is often not available when they need it. Cost is high and subject to negotiations.
• Customer benefits are economical, reliable and always available goods transport.
• Before Porter, customers had contacts of 2-3 driver partners or went to the local naaka for obtaining transport. In some cases, customers had their own vehicles.

Getting vehicle with Porter is easy and fast. The best part is you do not have to negotiate".

Job to be done

• Porter is in goods movement business which is an existing category. Unorganized market is the main competition. Porter provides goods transport whenever an SME wants, at a transparent, affordable price and a predictable service quality.
• Unorganized market has variable service quality, price and availability.
• Porter is a pull product since SMEs are looking for a way to move their goods. There is fair amount of awareness since Porter is the only large organized player. The JTBD is building trust that even though the SME may not personally know the driver, their goods will be affordably, swiftly, safely delivered to the desired location.
• Ideal customer profile is a fairly tech savvy SME who has unpredictable intra-city goods transport need whose volume (number of trips) does not justify having an own vehicle.

​

Core value proposition

Acquisition Channels - Content loops, Product integrations, Referral

1) Content loops

Types of content that the customer would like to share:

​

​

Experiment design

"Pollution (CO2) saved" content

​

Customer and Prospect Flow​

​

​

Product Wireframes

Customer:

​

Prospect:

​

"Logistics cost saved" content - The hypothesis changes. The metrics, flows, wireframes largely remain same as above.

Customer and Prospect Flow​

​

​

Product wireframes

Customer:

​

Prospect:

​

2) Product integrations

Product integration evaluation

Based on the above evaluation, Google Maps is picked up as the product to integrate with.

Customer journey

Before Maps integration: Unorganized sector supply use case

​

​

Before Maps integration: Porter use case

​

After Maps integration

​

Mockup Screens

Before Maps integration product flow

​

After Maps integration product flow

​

Product Mockup

​

​

​

Existing customers

New customers

3) Referral

1) What is the brag worthy value of the product?

1. Vehicle is at the pick up location within 15 minutes of booking.
2. Cost is 15% to 20% cheaper than the next best alternative.
3. There is no negotiation with the driver on price or on service quality.
4. Range of vehicles are available from two wheelers all the way to 17 feet trucks.

Getting vehicle with Porter is easy and fast. The best part is you do not have to negotiate".

2) What will be the platform currency?

"Porter coins" is the platform currency. This is akin to money and can be used to pay for subsequent trips within 30 days from the date of credit.

A potential challenge with the current set up is that the coins can be used to redeem vouchers or transfer money into the bank. Ideally, the only way to use the coins should be on subsequent trips.

​

​

​

3) Who to ask for referral?

1. Customers who have high NPS.
2. Customers who have high TPC (bookings per month).
3. Customers who have low complaints (TPO).
4. Customers who use multiple categories of vehicles within Porter.
5. Customers who have been with Porter for a longer period of time (Retention).

​

Happy flows

Booking Flow:

​

Invoice Flow:

​

4 and 5) How will customer discover referral program? How will they share?

Customer will discover the referral program through the below options.

1. Refer section in the account page.
   
2. Refer in-app and WhatsApp notification after a customer has experienced high rated orders.
   ​
3. After Porter credits recharge
   
4. Tracking screen
5. Factors to consider while selecting the customers are
6. 1. NPS (Promoter)
   2. TPC (More than 5 completed orders per month)
   3. TPO ( Less than 0.2 complaints per order per month)
   4. Tenure (has been using Porter for more than 3 month or 10 orders)
   5. Customers who have been with Porter for a longer period of time (Retention).

​

5) What will the referral communication say?

Predominantly, it will be a WhatsApp message

​​

6) How will the referees track their referrals?

​

7) How will the referral invite look to a non-user?

​

8) How will you encourage referee to continue tracking?

1. Progressive rewards to incentivize movement towards the next milestone.
   
2. Nudges on WhatsApp and Porter App from time to time, without spamming.
   
3. Leverage social aspect of showing CO2 emissions reduced due to not only the customer's trips but their referees' trips.
   Detailed flow including mockups for this are covered in the content loop section.
   

​

Experiment design

​