Go to Market Strategy | Talabat Pro

📄

Go to Market Strategy | Talabat Pro

Talabat Pro 2.0 GTM presentation (2).png

Pre-GTM

Problem & Context

Problem Statement:

Talabat Pro's growth is plateauing, and while subscriber acquisition and engagement are steady, the Average Order Value (AOV) is not growing sufficiently to drive higher overall revenue. The challenge is to relaunch Talabat Pro with a strategy that boosts both the average number of Pro orders and AOV, ensuring each order is more valuable while maintaining engagement and retention.

Context:

Product: Talabat Pro
Presence: UAE, Saudi Arabia, Kuwait, Oman, Qatar, Bahrain, Jordan, and Iraq
Form Factor: Mobile Application (Android,iOS)
Downloads: 4 million+
Opportunity in UAE: ~$6Bn(Food and Grocery delivery):
Competition: Careem, noon.ae, Deliveroo, Calo, Instashop, EatEasy
Current Offerings: free delivery on all orders, exclusive discounts, and access to special promotions
Current Pricing: 29 AED/month(Monthly), 19 AED/month (Yearly)
Current Positioning: “Unlimited Free delivery”
Re-Launch Date: 18/03/2025
Current AOV: AED 50
Current Subscriber Base: Talabat Pro has 100,000 active subscribers.
Challenges: Increasing competition from other food delivery platforms, high churn, and low frequency of Pro benefit usage.

Goal of the GTM

Goal: Increase Average Number of Pro Orders by 20% and AOV by 10% in 6 months.

Increase from 2.5 orders per month to 3 orders per month
Increase from AED 50 to AED 55

Input Levers

Channels

Performance Marketing:
- We will Target users who already order frequently by showing them personalized ads with high-value bundles or premium items.
- We will Use dynamic retargeting to highlight the benefits of placing multiple orders within the month or increasing the basket size to reach exclusive offers.
Referral Program:
- We will Utilize the referral program to encourage higher basket sizes by offering exclusive deals for both the referrer and the referee. For instance, both parties receive 2x rewards points when the referred user places an order above AED 60.
Influencer & Partnership Programs:
- We will Focus influencer content on Talabat Pro’s premium offerings and bundled deals. Influencers can demonstrate how users can save more by spending more, encouraging a shift to larger orders.
Email Marketing:
- We will Use customer segmentation to send personalized email recommendations, targeting customers based on their typical order size and frequency. Highlight upsell opportunities and the benefits of upgrading to premium meal options.

Rationale for Channel Selection

Performance Marketing:
- Quick Wins: Performance ads allow for fast optimizations, making it easier to target users who are likely to place larger orders or more frequent ones.
- Direct Control: Ads can be easily adjusted to promote specific bundles, premium items, or exclusive deals to increase AOV and order frequency.
Referral Program:
- Organic Growth: The referral program continues to drive organic growth while keeping the cost per acquisition low. Additionally, it can be optimized to encourage larger basket sizes and reward frequent orders.
Influencer Marketing:
- Engagement and Trust: Influencers provide a trusted voice, particularly when showcasing exclusive, premium offerings. This makes them ideal for increasing both acquisition and AOV by driving brand awareness and product value.
Email Marketing:
- Low-Cost, High Return: Email campaigns are cost-effective and can be highly personalized, ensuring that users receive tailored promotions that directly align with their behavior.

ICPs/Users

For this GTM, we will target the following types of Users:

Existing Talabat Pro Subscribers:
- Focus on driving higher basket values and more frequent orders.
Churned Subscribers:
- Re-engage with premium bundle offers and discounts on large orders.
Frequent Talabat Users (Non-Pro):
- Highlight how they can save on delivery with larger orders through Talabat Pro.
Price-sensitive customers:
- Use special bundle deals to encourage them to place larger orders.

ICPs for Talabat Pro 2.0

Criteria	ICP 1: The Busy Professional	ICP 2: The Family Provider	ICP 3: The Social Millennial
ICP Name	The Busy Professional	The Family Provider	The Social Millennial
Age	25-40	30-50	18-30
Gender	Primary user: Male	Primary user: Male/Female	Primary user: Male/Female
Marital Status	Single or married	Married	Single
Kids	NA	1-3	NA
Occupation	Employed (Consulting, IT, BFSI, MNCs, Startups)	Employed (IT, BFSI, Retail, MNCs, Govt)	Student or Early Career Professional
Location	Dubai, Abu Dhabi, Sharjah	Dubai, Abu Dhabi, Sharjah	Dubai, Abu Dhabi, Sharjah
Lives with?	Alone or with flatmates	With family (nuclear or joint)	Alone or with flatmates
Education Level	Bachelor's or higher	Bachelor's or higher	Depends (High school or higher)
Income levels	AED 10K+ p.m.	AED 15K+ p.m.	AED 5K-8K p.m.
Most used apps	1. Social: LinkedIn, Instagram	1. Social: Facebook, Instagram	1. Social: Instagram, Snapchat
	2. Finance: HSBC, Emirates NBD	2. Finance: HSBC, ADCB	2. Finance: ADCB, Emirates NBD
	3. Entertainment: Netflix, Amazon Prime	3. Entertainment: Netflix, Amazon Prime	3. Entertainment: YouTube, TikTok
How do they spend time?	1. At work or in meetings	1. Balancing work and family	1. Socializing with friends or attending events
	2. Business meetings/dining out	2. Shopping for family needs	2. Exploring food options or trying new experiences
	3. Occasionally socializing	3. Social gatherings on weekends	3. Engaging on social media
What do they spend their money on?	1. Rent, utilities, food delivery	1. Family expenses (groceries, kids’ needs, food)	1. Food delivery, social experiences, casual dining
	2. Personal development, dining out	2. Dining out or ordering food	2. Fashion, events, entertainment
	3. Fitness or subscriptions	3. Travel and family outings	3. Subscription services and entertainment
What kind of content do they consume?	1. Financial and industry news	1. Family-focused, parenting, travel content	1. Social media trends and entertainment
	2. Business/industry insights	2. Social feeds, wellness content	2. Influencer-driven content
	3. Social feeds (LinkedIn, Instagram)	3. Travel and family-related news	3. Entertainment and social news
Average order value	AED 80-110	AED 130-160	AED 40-60
Frequency of purchase	6-8 times per week	5-7 times per week	3-5 times per week
Which features do they use most?	1. Food delivery, Pro discounts	1. Food delivery for family, grocery delivery	1. Food delivery, Talabat Pro for free delivery
	2. Corporate or scheduled orders	2. Talabat Mart for grocery and family needs	2. Late-night orders and snacks
	3. Free deliveries with Talabat Pro	3. Scheduled orders for family meals	3. Discounted food for social gatherings
How frequently do they use these features?	1. Food delivery: 6-8 times per week	1. Food delivery: 3-5 times per week	1. Food delivery: 4-5 times per week
	2. Pro features: Daily for free delivery	2. Grocery: 2-3 times per week	2. Late-night orders: 2-3 times per week
	3. Scheduled orders: Once or twice per week	3. Scheduled orders: Once per week	3. Social orders: 1-2 times per week
Willingness to pay	High: Willing to pay more for convenience and speed	High: Prioritizes convenience, family needs over price	Moderate: Prefers value deals but values fast delivery
Problem statement	"I need quick, reliable food delivery that fits into my busy schedule, saving time and effort."	"I need a service that provides quick, healthy meals and groceries for my family without sacrificing quality or convenience."	"I want a fast, affordable way to order food, especially for social occasions and late-night cravings."

JTBD for Talabat Pro 2.0 ICPs

ICP	Job to Be Done (JTBD)
The Busy Professional	"When I'm busy at work, I want quick and reliable food delivery through Talabat Pro so I can focus on my job without meal worries."
The Family Provider	"When managing my family’s needs, I want a reliable service that delivers groceries and meals quickly, ensuring my family is covered."
The Social Millennial	"When hanging out with friends or craving a late-night snack, I want an affordable and fast way to order food with Talabat Pro."

User Segmentation

User Type	Usage Characteristics	Recency of Use Case	Natural Frequency	Monetary/AOV/Revenue Generated	Pain Points	Valued Features	Core Value Proposition (CVP) Being Utilized
Champions	5+ orders per week, high engagement across categories	1-2 days	5+ times per week	200+ AED	May feel under-rewarded despite high spend	Priority delivery, exclusive offers, loyalty rewards	Pro for free delivery, cross-category usage
Loyalists	3-5 orders per week, regular users who save details	2-3 days	3-5 times per week	100-150 AED	Wants more personalized offers, may feel ignored	Convenience, seamless payment experience	Free delivery, discounts, loyalty programs
In Danger	1-2 orders per month, limited interaction	>1 week	1-2 times a month	50-70 AED	Feels disengaged, potentially unhappy with recent service	Discounts, personalized re-engagement offers	Pro discounts, but may have dropped loyalty
Hibernating	Orders infrequently, barely engaged	>3 weeks	Once a month	50 AED+	Lost interest, doesn’t see value in frequent use	Aggressive discounts, product recommendations	Pro for free delivery, but lacks ongoing engagement

Personalisation Strategies for Talabat Pro 2.0

Champions:
- Personalization: Offer exclusive loyalty rewards or special VIP discounts to make them feel valued.
- Target Offers: Priority delivery options, bundle offers on high-value items, and referral incentives for friends.
- Pain Point Addressed: Avoids feeling under-rewarded for their high-frequency usage.
Loyalists:
- Personalization: Create a loyalty program specifically focused on their high usage, offering personalized offers based on their favorite restaurants or categories.
- Target Offers: Exclusive promotions for meals or items that align with their previous orders.
- Pain Point Addressed: Want to feel appreciated with relevant offers tailored to their consistent ordering habits.
In Danger:
- Personalization: Re-engagement strategies through targeted email or push notifications offering steep discounts or free delivery for their next order.
- Target Offers: Highlighting quick resolution for past complaints, coupons for discounted meals or bundles.
- Pain Point Addressed: Overcoming disengagement and dissatisfaction with proactive, value-driven offers.
Hibernating:
- Personalization: Aggressive win-back offers, showcasing new features or categories, such as groceries or scheduled deliveries.
- Target Offers: Special discounts for reactivation, limited-time offers that create a sense of urgency.
- Pain Point Addressed: Showcasing new value propositions to re-engage and highlight how Talabat Pro can meet their needs more effectively.

Channel and Distribution Documents

Distribution Document

Performance Marketing

Goal	Increase the number of high-value users, focusing on increasing AOV and the frequency of Pro orders.
Impact	Achieve a 20% increase in average order frequency and 10% increase in AOV.
ICPs	Busy Professionals, Family Providers, Social Millennials
Pitch	Fast, reliable food delivery with exclusive benefits through Talabat Pro (e.g., free delivery, premium bundles).
OKR Alignment	Objective: Drive user engagement and increase AOV by leveraging Pro discounts and loyalty programs.
Budgets	AED 200,000 allocated to Google and Facebook Ads to target high-frequency users with personalized offers.
Creatives	Dynamic ads showcasing personalized bundles, premium items, and discounts for Talabat Pro users.

SEO

Performance Marketing

Goal	Drive user acquisition and increase order frequency and AOV through targeted ads.
Impact	Achieve 20% increase in average orders and 10% increase in AOV.
ICPs	Busy Professionals, Family Providers, Social Millennials
Pitch	Highlight Talabat Pro benefits: free delivery, premium bundles, loyalty rewards for frequent orders.
OKR Alignment	Drive user engagement by increasing frequency of use and basket value.
Budgets	AED 200,000 allocated to Google and Facebook Ads.
Creatives	Dynamic retargeting ads featuring premium items, upselling bundled offers, and exclusive Pro discounts.

Referral Program

Goal	Leverage existing Talabat Pro users to acquire new subscribers while increasing order frequency.
OKR Alignment	Objective: Increase new Pro subscriptions by 10% and drive higher engagement via referral incentives.
Platform Currency	Rewards (e.g., free delivery or discounts) for both referrer and referee.
Who will you ask?	Active Talabat Pro users with frequent orders and high AOV.
How will they discover the referral program?	In-app notifications, personalized emails, and landing pages on the website.
How will they share their referral?	In-app sharing links, SMS, and social media options.
How will the referrer track their referrals?	In-app dashboard showing referral status and rewards earned.
How will the referee see the landing page?	Direct link to a landing page highlighting Talabat Pro benefits and referral rewards.
Timelines	Month 1: Program launch. Month 2: Initial tracking and adjustments. Month 3: Optimization based on performance.

Influencer & Partnership Programs

Goal	Boost Talabat Pro’s visibility by partnering with influencers to promote premium bundles and offers.
OKR Alignment	Increase awareness and AOV through influencer-driven content, targeting high-frequency users.
Partners	Food influencers, family-oriented content creators.
Pitch	Promote Talabat Pro’s value through social content focusing on exclusive discounts, premium offers, and free delivery.
GTM Campaigns	Use influencers to demonstrate the ease and benefits of using Talabat Pro.
GTM Channel Selection	Instagram, YouTube, and Snapchat influencers.
Lifecycle Communications	Ongoing campaigns to maintain consistent engagement and awareness.
Timelines	Month 1: Partner outreach and campaign planning. Month 2: Launch influencer campaigns. Month 3: Measure impact and optimize.

Email Marketing

Goal	Re-engage existing Pro users and drive higher order frequency and AOV through personalized email offers.
OKR Alignment	Increase engagement and repeat purchases through targeted email campaigns.
Personalization Strategy	Use customer data to send offers tailored to user behavior (e.g., upsell premium items or suggest bundles).
Budgets	AED 50,000 allocated for targeted email campaigns.
Target Audience	Inactive users, high-frequency users, and users close to hitting AOV targets.
Creatives	Personalized product recommendations, dynamic content promoting loyalty rewards, and exclusive offers.
Timelines	Month 1: Initial email launch. Month 2: A/B testing for offers. Month 3: Optimized campaigns.

Hygiene Checklist

Operations

Create a FAQ guide on Talabat Pro’s exclusive features (free delivery, bundles, premium items).
Develop a demo video explaining how to use Talabat Pro benefits efficiently.

Support

Publish training articles on using Pro features and dealing with common user queries (e.g., tracking referral rewards).

Legal

Ensure terms and conditions are updated to reflect the Pro offers and referral incentives, including privacy compliance for sharing referrals.

Project Planning

Milestone	Owner	Description	Deadline
Go-Live for Talabat Pro 2.0	Growth Manager	Full-scale launch of Talabat Pro 2.0, activating all marketing, referral, influencer, and email campaigns.	Day 0
Final Pre-Launch Testing	Product Lead	Run final QA and testing on the Talabat Pro 2.0 product features, referral tracking, and promotional offers.	T-1 day
Pre-Launch Marketing Alignment	Marketing Lead	Align all cross-functional teams (performance, influencer, referral, email) to ensure all launch materials are finalized.	T-2 days
Final Influencer Content Check	Influencer Manager	Ensure all influencer content is approved, scheduled, and aligned with the product messaging for Talabat Pro 2.0.	T-3 days
Email Campaign Setup	CRM Manager	Set up personalized email marketing campaigns with the finalized creative and audience segments (inactives, high-frequency).	T-4 days
Performance Ads Approval	Performance Marketing Lead	Ensure dynamic ads are approved and ready for launch across Google, Facebook, and other performance channels.	T-5 days
Referral Program Finalization	Product & Growth Manager	Ensure the referral program structure, rewards, and tracking are finalized and integrated into the platform.	T-7 days
Influencer Campaign Planning	Influencer Manager	Finalize partnerships and content deliverables from influencers, ensuring campaigns are scheduled for launch week.	T-10 days
Referral Program Testing	Product Lead	Test the referral tracking system for bugs and confirm that referrer and referee flows work seamlessly.	T-10 days
Creative Asset Completion	Marketing & Design Lead	Finalize and approve all creative assets for ads, influencer posts, and email campaigns.	T-12 days
Channel Strategy Review	Marketing Lead	Review all selected channels (Performance, Referral, Influencers, Email) to ensure they align with the campaign’s objectives.	T-14 days
Legal and Compliance Check	Legal Team	Ensure terms & conditions and privacy compliance for the referral program and campaign-related activities.	T-15 days
Cross-Functional Sync Meeting	Growth Manager	Sync with product, marketing, and legal teams to ensure all parts of the Talabat Pro 2.0 relaunch are aligned.	T-17 days
Final Budget Approval	Finance Manager	Approve the allocated marketing budget for all channels, ensuring all spending is accounted for and within limits.	T-18 days
Email Marketing Creative Review	CRM Manager	Finalize the creative and messaging for the personalized email campaigns targeting different ICPs.	T-20 days
Performance Ads Strategy	Performance Marketing Lead	Define the strategy and finalize audience segments for dynamic retargeting ads.	T-20 days
Influencer Partner Outreach	Influencer Manager	Finalize and initiate outreach to influencers and partners for Talabat Pro campaigns, ensuring high-value collaborations.	T-25 days
Referral Program Design	Product & Growth Manager	Design the referral program and finalize rewards and tracking mechanics.	T-28 days
Campaign Strategy Finalization	Growth Manager	Finalize the full GTM strategy for Talabat Pro 2.0, aligning OKRs and goals for all teams and channels.	T-30 days

Project Plan Key Descriptions

Go-Live for Talabat Pro 2.0:
- Description: Full-scale product launch. All channels go live (performance marketing, influencer campaigns, referral programs, email campaigns). This will be the start of the Talabat Pro 2.0 launch.
Final Pre-Launch Testing:
- Description: QA testing to ensure all referral links, promo codes, and product features work as expected. Last-minute checks on the platform’s stability and user flow.
Pre-Launch Marketing Alignment:
- Description: Align all internal teams (performance, email, referral, influencer) for the final marketing push. Ensure the cross-functional teams are aligned on the messaging, timing, and goals.
Final Influencer Content Check:
- Description: Approve all content created by influencers, ensuring alignment with Talabat Pro 2.0’s branding and value propositions. Schedule posts to go live on launch day.
Email Campaign Setup:
- Description: Set up email marketing campaigns based on user segments (inactive users, frequent users, high-AOV users). Ensure all creative and messaging aligns with the campaign’s goals.
Performance Ads Approval:
- Description: Get the final approval for all Google, Facebook, and other performance marketing ads. These ads should target users with personalized offers based on past behavior.
Referral Program Finalization:
- Description: Ensure the referral system is integrated into the platform, rewards are finalized, and tracking mechanisms are ready. Ensure the program is aligned with the relaunch goals.
Influencer Campaign Planning:
- Description: Finalize the influencer campaigns, ensuring all deliverables are agreed upon. This includes content plans, creative review, and timelines.
Referral Program Testing:
- Description: Test the referral program flow to ensure that all elements function correctly, including tracking, rewards for both referrer and referee, and seamless user flow.
Creative Asset Completion:
- Description: Finalize all creative assets for the campaign, including images, videos, banners, and email templates. Ensure that assets are aligned with the messaging for Talabat Pro 2.0.
Channel Strategy Review:
- Description: Review all selected channels (Performance, Referral, Influencers, Email) to ensure they’re optimized for maximum impact. Adjustments will be made to meet the overall launch objectives.
Legal and Compliance Check:
- Description: Ensure all terms and conditions for Talabat Pro 2.0 are updated, including privacy and data-sharing guidelines for the referral program and influencer partnerships.
Cross-Functional Sync Meeting:
- Description: Meeting with the core teams (product, marketing, legal) to ensure that all efforts are aligned and ready for launch. Address any last-minute concerns before launch.
Final Budget Approval:
- Description: Ensure that all marketing spend (performance marketing, influencer partnerships, email, referral incentives) is approved and aligns with the overall budget.
Email Marketing Creative Review:
- Description: Final review of all email creatives, ensuring messaging is aligned with Talabat Pro 2.0’s goals of increasing AOV and frequency of orders.
Performance Ads Strategy:
- Description: Finalize the strategy for targeting ads, ensuring that audience segments are optimized for the highest conversion rates (e.g., high-frequency users, users close to increasing AOV).
Influencer Partner Outreach:
- Description: Begin finalizing partnerships with influencers. Ensure that influencers are aligned with Talabat’s brand and message for Talabat Pro 2.0.
Referral Program Design:
- Description: Design the entire referral system, including the reward structure, tracking mechanisms, and user flow.
Campaign Strategy Finalization:
- Description: Finalize the entire GTM strategy, aligning OKRs, goals, and team priorities for the Talabat Pro 2.0 relaunch.

Timeline Overview

Day 0: Go-Live.
T-1 day: Final pre-launch testing.
T-2 to T-7 days: Pre-launch preparations and alignment.
T-10 to T-30 days: Channel strategy finalization, referral program design, and campaign planning.

Cross-Functional Alignment

Talabat Pro 2.0 GTM Presentation (1).png

When	Whom	Situation/Details	Day
Initial Alignment : Kick-off GTM strategy review	Growth Manager, Marketing Lead, Product Lead, Legal Team, Finance Team	Finalize alignment of GTM strategy, budget, and goals across all functions. Ensure legal compliance and financial approval for allocated budgets.	T-30
Referral Program Finalization	Product Lead, Growth Manager, Marketing Lead	Review referral program structure, tracking systems, and reward incentives to ensure readiness for implementation and testing.	T-7
Pre-Launch Sync	Growth Manager, Marketing Lead, CRM Manager, Influencer Manager	Confirm readiness of all channels (email, performance ads, influencers, referral) before final go-live. Align messaging, offers, and schedule across teams.	T-3
Launch Day Check-In	All Cross-Functional Leads (Growth, Marketing, Product, Legal)	Final check-in with cross-functional teams to ensure smooth launch execution. Address any last-minute issues or blockers.	T-0
Post-Launch Performance Review	Growth Manager, Marketing Lead, Performance Lead, CRM Manager	Review key metrics (AOV, order frequency, referral success) after the first 7 days post-launch. Identify any gaps or opportunities for optimization.	T+7

Detailed Communication Breakdown

Initial Alignment (T-30):
- When: Before the start of GTM execution.
- Whom: Growth Manager, Marketing Lead, Product Lead, Legal Team, Finance Team.
- Situation: Review and finalize the overall strategy and objectives. Ensure legal compliance and that budget is approved across all channels. Confirm roles and responsibilities for each department.
Referral Program Finalization (T-7):
- When: One week before launch.
- Whom: Product Lead, Growth Manager, Marketing Lead.
- Situation: Conduct a detailed review of the referral program, making sure that the system is integrated, tracking is functional, and incentives are clear. Resolve any technical issues before launch.
Pre-Launch Sync (T-3):
- When: Three days before the launch.
- Whom: Growth Manager, Marketing Lead, CRM Manager, Influencer Manager.
- Situation: Ensure all marketing channels are aligned and ready to go live. Confirm that email campaigns, influencer content, and performance ads are scheduled and consistent with the product messaging.
Launch Day Check-In (T-0):
- When: On the day of the launch.
- Whom: All Cross-Functional Leads (Growth, Marketing, Product, Legal).
- Situation: Final check-in to ensure everything is on track. Resolve any immediate issues that may affect the launch, and confirm that all teams are ready to respond to user feedback or technical challenges.
Post-Launch Performance Review (T+7):
- When: One week after launch.
- Whom: Growth Manager, Marketing Lead, Performance Lead, CRM Manager.
- Situation: Review early performance data (AOV, order frequency, referral success). Identify any gaps between expectations and actual performance. Make adjustments to optimize ongoing campaigns.

During GTM

Milestones

Milestone	Owner	Metric to Track	Timeline
Day 3 Performance Check	Performance Lead	- Click-through rate (CTR) on performance ads - Conversion rate on ads	Day 3
Referral Program Activation	Product Lead, Growth Manager	- Number of referral sign-ups - Referral-to-conversion ratio	Day 5
Day 7 Order Frequency Review	CRM Manager, Growth Manager	- Average number of orders per subscriber - Repeat orders within 7 days	Day 7
Day 14 AOV Tracking	Growth Manager	- Average Order Value (AOV) per user - Increase in premium bundles/orders	Day 14
Referral Engagement Metrics	Product Lead, Growth Manager	- Referrer engagement (referral sharing) - Referee acquisition rate	Day 14
30-Day Performance Review	Growth Manager, Marketing Lead	- Total increase in Pro subscribers - Overall AOV and order frequency data	Day 30

Analyse & Communication

Milestone Review and Communication Plan

When	Whom	Metrics to Analyse & Communicate	Day
Initial Review (Day 7)	Growth Manager, Performance Lead, Product Lead, CRM Manager	- Order frequency - Initial AOV uplift - Referral engagement (sign-ups, shares) - Conversion rates for ads Communicate findings to stakeholders : Share early results and adjust if needed.	Day 7
Mid-GTM Review (Day 14)	Growth Manager, Marketing Lead, CRM Manager, Influencer Manager	- Referral-to-conversion ratio - AOV trends - Premium bundle performance - Influencer campaign results Communicate to stakeholders : Provide a mid-campaign review and adjust strategies if necessary.	Day 14
Final Review (Day 30)	Growth Manager, Performance Lead, CRM Manager, Product Lead	- Final increase in Pro subscribers - Total AOV and order frequency increase - Overall referral program success - Influencer-driven conversions Final communication with stakeholders : Share full analysis and plan next steps for ongoing optimization.	Day 30

When

Whom

Metrics to Analyse & Communicate

Day

Initial Review (Day 7)

Growth Manager, Performance Lead, Product Lead, CRM Manager

- Order frequency

- Initial AOV uplift

- Referral engagement (sign-ups, shares)

- Conversion rates for ads

Communicate findings to stakeholders

: Share early results and adjust if needed.

Day 7

Mid-GTM Review (Day 14)

Growth Manager, Marketing Lead, CRM Manager, Influencer Manager

- Referral-to-conversion ratio

- AOV trends

- Premium bundle performance

- Influencer campaign results

Communicate to stakeholders

: Provide a mid-campaign review and adjust strategies if necessary.

Day 14

Final Review (Day 30)

Growth Manager, Performance Lead, CRM Manager, Product Lead

- Final increase in Pro subscribers

- Total AOV and order frequency increase

- Overall referral program success

- Influencer-driven conversions

Final communication with stakeholders

: Share full analysis and plan next steps for ongoing optimization.

Day 30

Key Metrics to Track

Order Frequency:
- Number of Pro orders per user.
- Average increase from pre-launch frequency (goal: 20% increase).
AOV (Average Order Value):
- Track AOV increase from AED 50 to AED 55.
- Identify which products/bundles are driving AOV growth.
Referral Program Metrics:
- Number of referral sign-ups (referrers).
- Referral-to-conversion ratio (referees becoming subscribers).
- Referrer engagement and activity (how many times referrals were shared).
Ad Performance Metrics:
- CTR and conversion rate of Google/Facebook ads.
- Click-to-conversion rate for new Pro sign-ups from paid ads.
Influencer Engagement:
- Engagement rates on influencer posts (likes, shares, comments).
- Conversion rates from influencer campaigns (new sign-ups or Pro activations).

Communication Timing & Strategy

Day 7 (Initial Review):
- Share the early findings from ad performance, order frequency, and initial AOV changes. Communicate any adjustments to ongoing campaigns based on these insights.
Day 14 (Mid-GTM Review):
- Analyze referral program engagement and overall AOV growth. Adjust the influencer and referral strategies if the desired metrics are not being met.
Day 30 (Final Review):
- Present the final GTM analysis to stakeholders, including total Pro subscriber growth, order frequency increase, AOV uplift, and referral program performance. Propose next steps based on the overall GTM success.

Post-GTM Hygiene Checklist

Analyze Final Performance Data:
- Review final metrics across all channels (AOV, order frequency, referral conversions).
- Compare actual performance with projected goals (e.g., 10% AOV increase, 20% frequency increase).
- Identify the top-performing channels and campaigns.
Customer Feedback & Issue Resolution:
- Gather feedback from Talabat Pro users via surveys or direct outreach.
- Address any issues raised during the GTM, especially regarding Pro features (free delivery, premium bundles).
- Resolve any lingering technical issues, especially in referral tracking or order flow.
Referral Program & Reward Distribution:
- Ensure all referrers and referees have received their rewards.
- Check for any missed or delayed referral reward allocations and rectify promptly.
- Analyze overall referral success and optimize the reward program for future campaigns.
Stakeholder Debrief & Learnings:
- Conduct a post-launch debrief with all cross-functional teams (product, marketing, legal, etc.).
- Document learnings from the GTM to apply to future campaigns.
- Share insights on what worked (e.g., influencer campaigns, referral strategy) and areas for improvement.
Ongoing Campaign Optimisation:
- Based on post-GTM data, refine ongoing email marketing, performance ads, and influencer partnerships.
- Continue optimising user engagement and retention strategies based on AOV and order frequency data.
- Plan for the next phase of Talabat Pro growth, building on GTM results.