Are you an NRI living a suboptimal life wondering if India will make it better?

I help NRIs figure out huge life decisions, like changing countries, crafting careers and designing life. Working with me helps you save or earn thousands of dollars by upleveling your game, saving costly deicsions and getting an injection of realism in your fantasy. With my expeirnce across continents, work at Google, Govt and startups, I am able to guide you to clarity weather its moving to india, salary expectations, entreprenurship in india or just changing careers.

Just one call, and you'll sleep better than you have in years. I promise.

Understanding your ICP

(Put down your ICP’s in a Table Format. A tabular format makes it super clear for anyone to understand who your users are and what differentiates them)

We have multiple users of a product and not all of them can be our ICP for whom we make our strategies, we need to prioritize.
(use an ICP prioritization table)

Feedback

Summary of Feedback

1. Pricing structure needs immediate changes
2. A more comprehensive offering like a course

(Before you begin, you need to know what your product is, what are its features, what is the problem being solved by your product?)​

​Understanding Core Value Proposition

(Build your core value proposition by exact what your product does and what problem are you solving)

Mine is a coaching business:

For [NRIs] who [needs clarity], our [coaching] is [a service] that [helps NRIs get clarity, guidance and jobs whether they live abroad or are moving to india]

(Let's begin by doing a basic competitor analysis in a tabular format considering all the parameters for your product and its competitors)

Trends: It seems like COVID expedited the feeling to move back to India.

Tailwinds:

1) US president's proposed policies is pushing immigrants to fear based decisions

2) Future possibilities of war 2029+ will bring an influx of people back home

Competitor analysis

Questions for myself

1. How can I elevate the whole community
2. Am i aiming small

(Then let's try to understand the market at a macro level and evaluate the trends and tailwinds/headwinds.)

Now it’s time for some math, calculate the size of your market.

TAM = Total no. of potential customers x Average Revenue Per Customer (ARPU)
SAM = TAM x Target Market Segment (percentage of the total market)
SOM = SAM x Market Penetration/Share

TAM - Total addressable market Calculation

Assuming 500,000 NRIs who are confused about moving to india

Revenue is a mix

1000 buy a book ($10 product)

1000 buy a video course ($40 product)

30 buy 1:1 at $250

3 buy coaching at $800 a month ($8000 a year)

My total is

$10,000 + $40,000 + $7500 + $24,000 = $81,000

ARPU = 77000/ (1000+1000+30+3) = $37

My TAM is $37 * 500k = $18M

But without coaching, my TAM is $57,000/2030 = $28 * .5Million = $14 Million

Summary

1. TAM with coaching = $18 Million
2. TAM without coaching = $14 Million

SAM - Total Serviceable market Calculation

This is what is realistically serviceable. I think of 500k NRIs looking to move back, about 5-10% are actively searching, and 50% are passive.

1. Passive ones will buy the book, but then not many read books: 10%
2. Active will buy the course: %20
3. Highly pained will buy the consult : 1%

I'll blend that down to 10%

Then SAM = TAM * 10% which is $1.4 Million

Summary

SAM = $1.4 Million

SOM - Total Market Share Calculation

Currently, I am not able to take on too many clients and i dont ahe a course. So i'll pout it to 1%

Which is $14,000

Summary

SOM = $14,000

Designing Acquisition Channel

(keep in mind the stage of your company before choosing your channels for acquisition.)

I've realised I pick channels based on what i enjoy the most! Or rather, dropping those i don't enjoy

I've picked

1. YouTube and Instagram - Zerodha makes my videos so for me it's low cost, medium effort and high fun. I've clubbed it together, as one gets cross-posted on the other.
2. Landing page - this is a totally no-brainer for me, considering how many leads I am letting go of today!
3. Webminar - I am torn between this and newsletter, as I don't want to deal with webinar planning and hosting but at the same time i love events
4. Newsletter

Organic Channels

Paid Channels

Partnership / Hybrid Channels

​

Organic Channel

(Understand the existing organic channel strategy for your product and highlight the success and failure thereon.
Provide your suggestions and devise new strategies.)

Step 1 → Conduct keyword research on Google, Amazon, Youtube, Quora etc.
Step 2 → Collate all your insights from all your searches.

[I used AI to convert my screenshots into tables and categorise it-- however i've overwritten some categorisations and I have read through the results myself]

ICP thought process

Organic Channel Conclusions

1. Few people know competitor names; however, the competitor's YouTube channel comes up in the results due to matching keywords
2. Intent
3. 1. Google and Reddit is key for emotional direction,
   2. Quora has a bit of finance/tax inclination,
   3. Amazon no one's searching here
   4. Youtube has fewer keywords but its algorithm is mercy

Action Items

1. Use "Moving to India" and "Return to India" as much as possible
2. Focus on YouTube !
3. Create a checklist for a lead, and get a landing page

Content Loop

(Keep it simple and get the basics right)

​

Step 1 → Nail down your content creator, content distributor and your channel of distribution
Step 2 → Decide which type of loop you want to build out.
Step 3 → Create a simple flow diagram to represent the content loop.

Whre does my audience spend time online

1. Google
2. YouTube
3. Instagram (not a lot)

This one is easy for me

(Understand what is already being done, what is working out well and what needs to be stopped)

Step 1 → Define the CAC: LTV ratio. If your product has a healthy CAC:LTV ratio, proceed with paid ads.

Step 2 → Choose an ICP

Step 3 → Select advertising channels

Step 4 → Write a Marketing Pitch

Step 5 → Customize your message for different customer segments to ensure relevance

Step 6 → Design at least two ad creatives (e.g., images, sketches, videos, text ads) that reflect your marketing pitch.

LTV

My current LTV is just $375 because they just need one session from me

CAC

This one is tricky because i could include

1. cost of lost opportunity
2. travel to usa

However, i will use actual direct costs of living

1. 65k for rent, and 20k for monthly costs, Rs 3000 to get to studio, Rs 8000 for co-working and cafes
2. online tools $200 for chatgpt, $10 for domain, $200 for calendly, $20 per transaction for paypal business (assume 10 per year) so $200, $10 for video storage,

Total in USD is $14500 per year

CAC:LTV

Hence, my ratio is 14500/375 = 38, which is too high! [I wasnt sure how to exactly calculate this]

ICP Channel for a 32 yr old mom or father of 2

1. Youtube seems perfect for this
2. Google ads for a course might work too

Marketing pitch

ICP 35yr old with kids

Are you confused or curious about what life in India will look like if you were to move? Join this course and remove all your fears and future regrets. Save hundreds of dollars by learning about salaries and avoiding costly mistakes.

ICP 32 yr old single woman/Man

Do you think moving to india wil help you in your career, life and dating? Find out how to decide, up your career and feel great about where you are. Save hundreds of dollars by learning about earning more money, becoming a better person and avoiding costly mistakes.

[AI generated with a canva template]

(Understand, where does organic intent for your product begins?)

​

Step 1 → Identify complementary products used by your ICP

ICP Parent with kids

1. kids subscription for education like kumao, or hindi classes

ICP single

1. teamblind
2. reddit
3. twitter
4. Madras cafe in sunnyvale

Step 2 → Use the selection framework and compare the potential integrations it in a tabular form.

[This somehow doesn't come up for my coaching business]

Step 3 → Collaborate with necessary stakeholders
Step 4 → Map the customer journey
Step 3 → Design the wireframe with the new integration
Step 3 → Run pilot tests before launching
Step 3 → Measure post-integration metrics

​

(For B2B companies, if referral does not make sense you'll take a crack at a partner program for your product)

​

Step 1 → Flesh out the referral/partner program
Step 2 → Draw raw frames on a piece of paper to get the gist.​

(Don't spend a lot of time on design. This is for you to communicate how the referral hook will look)​

​

Referral Incentives

1. Discount on future sessions - $ currency
2. Resharing their posts - feature their story in a instagram story, or interview them - Fame currency
3. Surprise thank you gift (Startbucks/amazon gift card) - $ currency
4. Linkedin endorsement (for those who come for career coaching) -
5. Free 30 mins on me - time currency
6. A signed copy of my book - dopamine currency

Happy flow

When are my users happy?

1. When I give THEM a discount
2. When I give them an AHA moment
3. When i give them something extra for free

Referral sharing channel

1. WOM
2. Email
3. Whatsapp

[I struggled with this section to be honest]