Engagement & Retention project | Porter 2W Driver Partner App
Understanding the Product:
Porter is a third-party two-sided logistics marketplace connecting logistics delivery requirements for customers with delivery partners. It provides services across 20+ cities and offers customers intracity and intercity delivery services.
Porter provides its services for a wide variety of customer requests from a small delivery of 1Kg or 2Kg items to goods or items as huge as 3.5 tons (3,500 Kg) with the help of delivery partners with their 2W, 3W, and 4W partners’ vehicles.
The platform has over 5+ lakh delivery partners and more than 1 crore users utilizing services. It currently completed more than 10+ crore successful trips.
So next time when you look for an on-demand delivery request, look no further, the porter is here for your rescue. #Delivery Hai? #HoJayenga!
Product Rating and Competition:
- Launched in 2014
- Top investors like Tiger Global, Peak XV Partners, Light Rock, and the Mahindra Group have infused money in Porter.
- 4.6 stars, 6.71L ratings, and 1Cr+ downloads - Play store
- 4.8 stars, 1.14L ratings, and #11 in the travel category - App store
- Porter has raised a total of $131.9M in funding over 7 rounds. Their latest funding was raised on Oct 25, 2021, from a Series E round.
- It is funded by 8 investors, and 7 lead investors.
Core Value Proposition of the Porter Partner App:
The two core main value propositions of the Porter app are:
- The ability to earn money and make a decent living out of it.
- Better experience when compared to other partner apps. For example,
- In the case of food delivery: The partner has to accept the order then go to the concerned hotel to pick up the order, wait if the order is not yet ready and not question if the delay is more, and also get the order in time to the customer since we are dealing with food.
- In the case of ride-hailing apps: The partner has to behave well, and need to pick up and make the customer sit behind you. There are many aspects related to it.
Some of the other benefits of the Porter app are as follows:
- No need to search for leads for delivery requests or orders.
- Orders are received online.
- Prices are displayed upfront and it is very useful to accept the order or not.
- Can work part-time and full-time based on the availability of the driver-partner.
- Get the earnings right into your bank account directly after post successful order.
- Get regular trips and better earnings.
- Fuel card for your savings in fuel.
- Get insurance benefits and health care assistance.
- Also, get discounts on your new purchase of vehicles.
How do users currently experience CVP:
The partner experiences the CVP whenever the user picks up an order request and gets their payment after completing the delivery request.
Also, the user experiences CVP2 during the delivery process where the experience is completely different compared with the cases of Food delivery and Ride-hailing.
What is the Natural Frequency of the Product:
The average natural frequency of the product is about once a week.
Who are the Users (ICPs):
Active user:
- Those who completed at least 1 trip a month.
Natural frequency:
- Those who pick orders once a week.
ICP/Persona based:
Full-time drivers - Individuals who see driving as their primary job.
Part-time drivers - Students, part-time employees, and freelancers - to earn that extra income
Urban commuters - Those who want to earn extra income while they commute during the routes, they open the app only for specific routes and time
Power/Core/Casual:
Casual: Those who take 2 - 5 trips a week, because when the partner registers themselves on the app, they have to pay an amount of 200 - 300 Rs as registration fees. Due to this, they might want to accept orders that would help them get their investment back.
Core: Those who complete between 10 - 20 trips a week,
Power: Those who complete more than 50 - 60 trips a week
Segmenting based on the loyalty:
Loyalists: Those who work only on one platform and stick to it.
Champions: Those who juggle between 2 platforms in the same domain, switch between them, and spend more time with the Porter platform.
Hibernating: Those who work between multiple apps and different domains.
In danger: Those who used the app once, experienced CVP and did not come back to the app.
What is the Natural frequency of the Product:
Casual: Once a week
Core: 2 to 3 times a week
Power: 6 - 7 times a week
What is the best Engagement Framework for the Product:
Frequency: Frequency here is the best framework for the product because the more the frequency the more the earnings for the partner, also the more stable their earnings are.
Depth: Porter has an option to add multiple vehicles under one app. This increases the depth aspect, the more vehicles the partner adds the more the earnings for the partner, and the more the CVP the partner experiences. But considering the ICPs it would be rare for an individual to have more than 2 vehicles registered under him.
Segmentation:
Going with the Casual, Core, and Power model to segment my users because the core functionality of the engagement framework for this product revolves around frequency, and as we take frequency I believe the selected model is best to segment the users and also work on the engagement and retention strategies.
Power, Core, and Casual
ICPs | ICP1 | ICP2 | ICP3 |
|---|---|---|---|
Casual, Student or Working Professional | Core, The part-time gig workers | Power, the full-time dedicated platform partner | |
Age | 25 - 30 | 25 - 40 | 25 - 50 |
Gender | Male | Both, but male-dominant | Both, but male-dominant |
Values Time/Money | Money | Money | Money |
Employment status | Employed | Not employed | Not Employed |
Income level | 5 - 8 LPA | 3 - 6 LPA | 3 - 6 LPA |
Familiarity with Tech | Familiar | Medium familiar | Medium Familiar |
Apps they use the most | Social: WhatsApp, Instagram, | Social: WhatsApp, Facebook | Social: WhatsApp, Facebook |
Where they spend | Netflix, Prime, | Subscriptions to apps like Rapido. | Food, Groceries, Food, and other essentials items. |
Personal vehicle ownership | Yes and No, sometimes take out their | Yes, 1 bike | Yes, 1 bike |
Frequency of the app | Once a week | 2 - 3 days of week, 3 - 4 hours per session | 5 - 6 days of the week, 8 - 10 hours per session |
Number of trips done with the App | 1 to 2 trips a week | 10 - 20 trips a week | 40 - 60 trips a week |
Reason for using Porter | No such reason, go with whatever provides | The earnings are good, | The earnings are very good, no need to worry |
How many KMs do you | < 10 - 15 KMs | 30 - 40 KMs | 60 - 90 KMs |
Average time spent on the | < 3 - 4 hours | 8 - 10 hours | 12 - 15 hours |
Do they find Porter easy to user | Yes | Yes | Yes |
Were they aware of the rewards | No, because did not reach the | Yes, got the incentives cash back. | Yes, both rewards and incentives. |
What is the average earnings per day | 200 - 300 | 700 - 900 | 700 - 1500 |
How often do you spend on engine oil changes | 2 - 3 times a year | 10 - 12 times a year | 10 - 12 times a year |
Mode of payment they like | Cash | Cash or Online | Cash or Online |
How often do you have bike repairs | 2 - 3 times a year | 5 - 1 0 times a year | 5 - 10 times a year |
Average spending on the engine oil change | Rs. 500 - 1000 for oil + mechanic charges | Rs. 500 - 1500 for oil + mechanic charges | Rs. 500 - 1500 for oil + mechanic charges |
Spends on the bike repairs | Rs. 100 - 1500 per visit to the mechanic | Rs. 100 - 2500 per visit to the mechanic | Rs. 100 - 2500 per visit to the mechanic |
Where do you eat for lunch and dinner | Office, and College mess | Usually home because they do not want to | Usually home because they do not want to |
What time do you mostly work or | Weed ends in the evening (1 day or 2): | Off work days - (2 to 3 days) → | Daily → Morning 6 - 7 AM to evening 10 - 11 PM. |
Product Hook:
Goal:
To get partners from core to power and also to get back churned users
Success Metrics:
- Feature usage
- Movement of core users into power users
- Return of resurrected users
- Increase in the average number of orders completed weekly
Problem statement:
One core problem I have found during my user interview is when they have to come back home when they are done for the day or when they want to return home to have their lunch and dinner. They are usually located 50 - 60 kilometers away from the home location after accepting multiple orders, now since they are destined to a particular location (to reach home) there is no option for users to check if there are orders in the route they are going back, due to this there are no orders while returned home. The petrol charges are an added burden to the users.
Solution:
Partners have to just go empty-handed in these two situations. I believe a feature that would help partners to check if there are any orders in the route they are traveling or towards the destination they are more than happy to take these orders. Partners are happy because they do not have to spend an extra amount on food for lunch and dinner.
We can launch a feature called “Destination Home”, where once the partner enables this feature partners can see orders in that direction and they can accept the orders as they wish and get benefits when they reach their home back.
User Flow:
- Partner opens the app in the morning to start taking orders
- Partner gets the first order, goes to pick a location to drop the parcel
- Partner gets the next 5 orders and he continues to deliver them
- Partner is now 50 km away from his home location, and wants to get back to their home location to have lunch
- Partner is aware of the "destination home" feature, clicks on the feature, and starts it
- Now partner is shown orders in that particular location and area
- Partner accepts the order and reaches home for lunch.
- Partner post-lunch starts accepting new orders
- Partner then after calling off the day, again clicks on the feature to reach home
- Partner reaches home after a good day of deliveries and earnings.
Metrics to Track:
- CSAT
- Feature usage
- Retention rate
- MAUs
- CSAT
- Number of orders delivered using this feature
- Monthly average orders using this feature
Engagement Campaigns:
Campaign 1:
Campaign | Details |
Strategy Title | "City Leaderboard Legends" |
Goal | Encourage partners who juggle between multiple apps to build a habit (Core to Power) |
Focused ICP | Core users |
User Behavior |
|
Pitch/Content | Want to see yourself at the top of the city? Leave no orders unturned get as many orders as possible and compete with your peers to stay on the leaderboard. Win exclusive cash rewards benefits. Want to know how do you see that, Tap on the app's leaderboard icon to register for the program. |
Offer | The top 3 members of the leaderboard daily get Rs. 1000, 750, and 500 cashback deposited directly on the partner's bank account. |
Channel |
there is no login post 3 or 4 hours after that.
|
Frequency and Timing |
|
Success metrics to track | Increase in the leaderboard positions for the partner. |
Ramp up milestones | Top 10, Top 30, Top 50 in the leaderboard |
Reasons why it will work | Competing with others to make partners more aware of where they position in the leaderboard and encourage them to finish more orders. |
Proposed flow | Order completes -> Update on the position -> Remainder to complete the next target |
Campaign 2:
Strategy Title | "Revitalize & Ride: The Ultimate Bike Care Campaign" |
Goal | Enhance the experience of Power users |
Focused ICP | Power users |
User Behavior |
|
Pitch/Content | Worrying about that one time when it is time to change your engine oil of your bike, look no further we have partnered with the best of the best bike services center, with these partners, get a flat 40% discount on the oil and discounts in the service charge and paid by the company. Grab the best deals and bring smiles to that only one moment. |
Offer |
|
Channel |
|
Frequency and Timing |
on the platform.
the offer.
|
Success metrics to track | Number of users who got to know about the offer Number of users who successfully availed of the offer CSAT of the partner Retention rate of the partner Revenue generated by the partner to the platform |
Ramp up milestones | Complete care to the bike (moonshot) |
Reasons why it will work | This is the core pain point partners said when I interviewed the user, so helping them in these scenarios will boost their morale that the platform is taking care about the partners, it also increases word of mouth among the fellow partners. |
Proposed flow | Partner reaches 2000 - 2500 KM mark on the app -> Partner is made aware of the offer -> Partner avails the benefit -> Partner conveys this message to other partners. |
Campaign 3:
Strategy Title | Welcome back offer!! Enjoy benefits as you deliver more |
Goal | Convert casual to core users. |
Focused ICP | Casual users |
User Behavior |
|
Pitch/Content | Get the most of the orders with less commission for these next 10 orders |
Offer | Welcome back offer, offer commission rate in the lower band say 10 - 15 |
Channel |
|
Frequency and Timing | We will check for the frequency of the partner who has newly onboarded, |
Success metrics to track |
|
Ramp up milestones | - |
Reasons why it will work | The partners who initially joined the app have already paid 200 - 300 for the |
Proposed flow | Partner onboarding -> Wait till they complete 4 - 5 trips -> No activity post that |
Campaign 4:
Strategy Title | Porter Spin & Win |
Goal | Engage users with a chance to win variable |
Focused ICP | Casual users |
User Behavior |
|
Pitch/Content | Complete the orders to win exclusive prices ranging from |
Offer | Spinner on the app for the partners to join the competition and |
Channel | In-app notification |
Frequency and Timing | After completing the order, In-app notification, the Payment screen |
Success metrics to track | Number of spins daily |
Ramp up milestones | Currently, we limit the spin to 3 per day, but we can increase the |
Reasons why it will work | Coming from the perspective of the partner, these small things |
Proposed flow | Order or trip completion -> Spinner screen -> Any gifts won -> To the |
Campaign 5:
Strategy Title | Porter Tiers |
Goal | To make the power users feel proud of the brand even more. |
Focused ICP | Power |
User Behavior |
|
Pitch/Content | Be on the top of the tiers, we reward you the most, Introducing the most |
Offer |
|
Channel | App feature |
Frequency and Timing |
|
Success metrics to track |
|
Ramp up milestones | With each tier, there can be added rewards |
Reasons why it will work | Gamified nature of the feature, and helps partners know where they stand |
Proposed flow | Order completion -> Reward points -> Tier movement -> Rewards page for |
Retention:
Retention curve:
What is the current retention rate in terms of users?
- Currently, the retention on the platform flattens out at 30% at the 8-month and 9-month periods.
What ICPs drive the retention better?
- Core and Power users drive the retention and mainly the power users are the heavy lifters. They complete most of the order requests.
- These user segments use the app frequently and have a higher lifetime value per month. They also tend to use more features of the app, establish a stronger connection to the brand, and are more likely to refer others, leave positive reviews, and engage with the app's social media content.
What channels drive the best retention?
- Push notification - This keeps the Porter app on top of mind for the partners and keeps users engaged with discounts, offers, and promotions while driving retention. They encourage more rides, feature usage, gather feedback, and provide important updates to partners.
- In-app offers - Partners check for any incentive programs that are currently running on the app and look to complete them to get their rewards. Currently, different incentive programs run based on the location, season, and the type of user cohorts in the city.
- Referrals - Referrals provide social proof and act as endorsements from existing customers. So the the chances of retaining the partners increase more because the referral is coming from fellow partners who have already tried and tested the app. Also, have an understanding of the core CVPs and the also information about the earnings on the app. This trust establishes a positive perception of Porter among the partner's community, increasing the likelihood of partner retention
What are the top reasons for the Churn:
Reason for Churn | Voluntary | Involuntary |
|---|---|---|
Getting order pick-ups that are very far | Yes | - |
No option to cancel the orders for a | Yes | - |
If the customer cancels the order request | Yes | - |
Requirement of address proof, it is difficult for | Yes | - |
Partner recently met with an accident | - | Yes |
Partner went out of the home to enjoy a vacation | - | Yes |
Customer support is not so great | Yes | - |
Partner got blocked and Black listed | - | Yes |
Partner when he wants to get back home for lunch | Yes | - |
Vehicle problems related to engine and parts etc.. | - | Yes |
Partner could not link the phone number to their | Yes | - |
Reason | Percentage of users |
|---|---|
Blocked | 18.75% |
App issues | 12.5% |
Issue related to long pickups | 15% |
Address proof | 5% |
Accidents | 18.75% |
Vehicle problem | 5% |
Out of station (Holidays) | 12.5% |
Involuntary | 12.5% |
What are the negative actions that partners do:
- Remove the bank account from the platform
- Does not care about the ratings of the partner
- Does not care about the completion rate and incentives for completion
- Increase in customer tickets
- Time on the app decreased
- The order accepting rate decreased
- Stay on the delete account screen more
- Increase in uninstalls
- Decrease in offer adoption
- Negative word of mouth on social media
- Reduce in average apps opens per month
Campaigns:
User segment | Channel | Pitch + Offer | Frequency & Timing | Success Metrics | Why this might work |
|---|---|---|---|---|---|
Casual users | SMS Notifications | Get an extra 4 Rs per KM the partner travels | 1 week after the partner becomes casual user.
|
| The core problem during They are happy with the earnings |
Core users Was previously a power user | Direct call to the partner SMS In-app banner | Cancellation button for the partner to cancel Also, if the partner reaches a certain distance | When orders the weekly orders from
|
| This is the second most core Due to one cancellation by the customer |
Casual users Was trying out the platform | Through customer care SMS WhatsApp message | Providing multiple options for the partners This can be through video KYC or by providing | Partners who are not able to upload their Partners who have provided a proof and
|
| When I interviewed 30 churned partners address |
Power users Moving from power to core | App feature In-app notification Banner about the feature | Worried about the time when you want to go You will see the orders in that direction and | Nudge the user with notifications during |
| Partners were not happy to return to homes empty |
All users The problem related to | Direct call to partners Social media Online events for partners | No need to worry further about issues related to Try it out now... | Once in a week app notification. Banner notification. App notification inside the customer | No of tickets were resolved successfully. Increase in the CSAT score. Decrease in the average customer | Customer support plays a crucial role in any partner Any issue related to customer support directly impacts the |
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