Onboarding project | Porter Delivery Partner - 2W Vehicles

Elevators Pitch:

Imagine you are new to the city and want to purchase a Sofa. You go to a nearby sofa business shops and purchase a sofa. This is great the process has been very simple till now, but the real problem starts now. How to ship this product from the shop to your house. The problems you come across are:

1. You have to book a rickshaw or a mini truck for the transportation
2. You have to come to a deal with the price
3. You are not sure about the what is the good price you have to pay the truck owner since you are new to the city
4. You are not sure about the standard pricing in the area for any delivery bookings.
5. You are also not sure where to check for these trucks and if found how to book the truck.

We've all been to these problems right, Don’t worry Porter is here to help you.

Here is another situation,

Imagine you are building a new house in the town, and you are at the new house watching how things are going on. But suddenly your worker comes to you and asks you about the list of items they have requested to be purchased and they are in a hurry since they have to travel to a new location the next day. You remember the items are in the old house and forgot to get them with you to the site. You do not have a vehicle currently. Your workers do not know the address of your house and you have other priorities to work on. What to do in this situation? How to get the items?

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Don't worry, Porter is also here to help you. With its 2-wheeler division, you can ship items within a limit of 20kgs to wherever you want at the click of a button. Let's learn about Porter.

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Porter is a tech-enabled logistics company offering a variety of intracity and intercity delivery services. They have multiple fleet options that serve a wide variety of customer requests. They offer services through 2W, 3W and 4W fleet options.

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Porter stats:

• Services are available in over 20+ cities and expanding.
• 5 lakh plus delivery partners.
• 1 crore plus users.
• 10 crore plus successful trips.

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So next time when you are looking for a platform for on-demand delivery service platform, look no further. Proter is here for your service.

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Delivery Hai? #HoJayenga!

Send anything, anywhere and anytime

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We have now understood the problem from the customer side, now let’s turn the tables.

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Imagine you are a daily wage driver working at a nearby car owner. Since it is a daily work and if the party does not have any work for that day, they request you to take the day off. You are not happy with the earnings, also there are off days and the income is inconsistent. You are hardly making about 700 - 800 per day after taking away expenses. You have a bike and it is just lying over in the house and not doing much. You have heard from a friend about earnings by delivery of items or food. Also heard the earnings have been consistent compared to the current job. But you are worried about food delivery since you do not want to think about the food spoil and spillage. You are also thinking about making use of the bike so it can help you earn in the off-work days. We here have 3 pain points:

1. Making use of the bike that is lying around in the off-work days.
2. Looking for a consistent earnings job so that you are not worried about the financial situation.
3. Do not want to involve yourself in a perishable and food items delivery.

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So, look no further. Porter is here to deliver you the right solution i.e. driver partner program.

Or another situation,

Imagine you are a full-time Swiggy or Zomato delivery person. You work from morning 6 AM to till evening 6, 7 PM. You are earning average and the average earnings you are getting per 1 km is close to 9 - 10 Rs. You are talking about 30 - 40 deliveries a day. Even with the hard work you are putting in you are not satisfied with your earnings and are looking for a better platform that pays well.

For every situation mentioned above, Porter is the way!!

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Benefits of the partner driver program by Porter:

• 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.

For this project, I am considering only 2-wheeler driving partners.

Product Rating and Competition:

• Launched in 2014
• Top investors like Tiger Global, Peak XV Partners, Lightrock, and the Mahindra Group have infused money in Porter.
• 4.6 stars, 6.71L ratings, and 1Cr+ downloads - Playstore
• 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.

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Competitors for driver-partners:

Direct: Dunzo, Delhivery, Black Buck, Vahak, Shiprocket

Indirect: Swiggy, Ola, Uber, Zomato, Blinkit, Zepto, and Rapido

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ICPs:

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For this project, I am considering ICP1 and ICP - Raju and Ravi because they make up 90 - 95 % of partners to the platform.

JTBD:

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Onboarding Experience:

Onboarding Teardown - Porter.pdf

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Activation Metrics:

Hypothesis:

Time taken to get the first order:

Definition: The time taken for the platform to provide the first order to the onboarded partner.

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If the time taken is less: The partner is happy and accepts the order and moves to a new location, this increases the chances of getting further orders.

If the time taken is more: The job the partner hired for is not fulfilled and the partner is unhappy and unsure if to continue in this further or not.

At least One Booking in the first hour of login:

This metric has an impact on retention and activation because the first booking is the one that sets the expectation for the partner as to how the platform is and how much he can earn delivering the orders. Getting that first order also means the partner moving from the current location to a new location, so the chances of getting the next orders increase and intern making the partner do more orders and earn more.

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30 - 50 deliveries a week:

Definition: Providing partners with 30 - 50 order requests for a week.

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If the no. of orders range is achieved: The partner is happy and continues to work with the platform and the chances of retaining the customer are very high.

If the no. of orders range is more than 30 - 50: This is more than what the partner signed up for, so very high chances of retaining the customer.

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25K - 40K earnings in a month:

Definition: Earning for a month ranging between 25k to 40k

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The main job that the partner is solving for is financial goals. Partner earning in the mentioned range will help him stay with the app and continue to deliver orders for the platform.

Have come to this figure by taking an average of 800 - 1300 Rs earnings a day.

Avg rating of 4.6 to 5 from the first 30 customers:

Definition: Average rating of 4.6 to 5 stars from the first 30 customers.

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Getting a healthy rating from the customers increases the overall score or rating of the partner and increases the probability of getting more orders for the partner. The ratings in this case are linked to the incentives and rewards programs. Thereby increasing the retention of the partner.

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Average of close to 1 - 2 hrs of customer support calls for issues related to delivery per week:

Definition: Less than or close to 1 - 2 hrs of customer support calls from the partner related to issues regarding the order.

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On average, a driving partner connects to customer support for about 15 - 30 minutes a day for issues related to the delivery of the items, problems related to payment, problems related to customers, or problems related to long pick-up distances and cancellations of orders due to several reasons.

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Calculating this to an average for 7 days - it is about 1.15 - 3.30 hours for the calls. Keeping this under the 1 - 2 mark will see that there are no issues from the customer and partners side leading to better overall performance of the platform.

Metrics to track:

• The average number of orders delivered by each partner per day, per week, and per month
• The average weekly and monthly income of the driving partners
• D1, D7 and D30
• Time taken for the first order request to come to the new partner from the platform.
• Number of logins and average session time per week.
• M1, M3, M6 and M12.
• DAU, WAU, MAU, DAU/WAU, or DAU/MAU for stickiness.
• User cohorts - geography, language, time in the app, the average rating of the cohort, number of requests from the customers in the particular pin codes.
• Average ratings to the customers by the partners and ratings by customers to the partners.
• CAC: LTV
• NPS/CSAT
• Time to churn
• Number of successful deliveries by the partners
• Number of orders received per partner over a week
• Start trip and end trip feature usage in the first hour of login
• Number of Order mappings to new onboarded partners
• Referral per user or partner
• Acquisition Source - Referral

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