Atlys - Acquisition Project

About The Product

What is Atlys

• Atlys is a mobile visa application app designed to make the process of applying for visas easy and fast.
• With Atlys, you can start your application from anywhere in the world, complete your applications in minutes, use your phone camera to scan documents, and more.
• Additionally, Atlys provides step-by-step guidance throughout the entire process so that even those who are unfamiliar with visas can apply confidently and quickly.

The Key Players in the System

• The Applicant - This is the customer who is travelling and uses the app to apply for and obtain a visa.
• The Company Platform - This is the agent/middleman that acts as an intermediary between the applicant and the consulate and submits the application.
• The Embassy/Consulate - When you apply for a visa to a specific country, the application is typically reviewed and approved by the embassy or consulate of that country. In some cases, the process might be handled by a visa application center working on behalf of the embassy.

The Core Value Proposition of Atlys

1. Atlys makes the process of applying for visas easy and fast through a 3 step process using their user friendly mobile application.
2. Atlys Guarantees timely visa approvals by working in partnership with Global Immigration teams.

The Problem the product solves for

These are the problems faced by the applicant when going through traditional visa agents-

1. Discovery Challenges: Difficulty in finding a reliable visa agent due to reliance on word-of-mouth and lack of objective quality measures.
2. Limited Expertise: Visa agents often lack deep knowledge of document requirements, usually only reiterating information available on official websites.
3. Unclear Timelines: Agents and immigration websites typically do not provide clear timelines for application review, leaving applicants uncertain about processing duration.
4. Burdensome Form-Filling: Applicants must complete lengthy forms, adding to the complexity of the process.
5. Document Handling Hassles: Customers face the inconvenience of arranging document pick-up and drop-off with the agent’s office.
6. Opaque Fees: Visa agents often lack transparency in their pricing, charging lump sum amounts without a detailed breakdown of service charges.

The Atlys Process

1. Step 1 - Your Visa is submitted to the Department of Immigration. Your application, including necessary documents like passport copies, photo scans, and bank statements are submitted to the government. Atlys verifies these for you before submitting to the government
2. Step 2 - Department of Immigration Performs Security Checks. Officials conduct background checks and check the Interpol database for known violations.
3. Completion - Visa delivered on time. Guaranteed. The Atlys' Government Relations Team (Colombo, Sri Lanka) works with local authorities to ensure your visa is processed timely.

Atlys Reviews Summary

The key themes in the good reviews ->>

1. Good customer support
2. Quick application process
3. Accurate visa arrival timelines
4. Convenient experience

The key themes in the bad reviews ->>

1. Lack of transparency in application submission to embassy
2. No contact number for on-call assistance
3. Bad customer support

Total Addressable Market

The total addressable market for Atlys = Total number of Indians that travel abroad in a given year to countries that require a visa. These people would then become potential Atlys customers as they have a need for a visa.

Key Statistics

1. TAM = 16Million people (India market only)
2. 1. Total number of Indian’s travelling abroad in a given year ( Indian National’s Departures) =
      21 Million as of 2022.
   2. Of the 21M IND’s, 16M travel to countries that require a visa, therefore this becomes our TAM.
   3. Source →https://tourism.gov.in/sites/default/files/2023-07/India Tourism Statistics at a glance 2023 - English version_0.pdf
3. Growth rate of TAM
4. 1. Growth rate of Indian National's Departures - 14% YOY growth (2014-2022)
   2. Total number of Indians holding a passport - 96 million people. Growth rate→ An average of 11.5 Million passports issued every year.
   3. Source→https://www.indiatoday.in/diu/story/10-crore-indian-passports-issued-last-decade-kerala-most-passports-2396358-2023-06-22?onetap=true

Ideal Customer Profiles

Experiment 1 - Content Loop

The Hook

1. What will be shared? - Travel photos
2. Rationale -
3. 1. Leverage existing user behaviour - Clicking photos goes hand in hand with travelling, it’s a natural behaviour exhibited by all people
   2. Enable social signalling - Travel photos on Instagram is the biggest social signalling tool. Traveller’s cite photos to be one of the primary incentives for travel.

The Generator

1. Who is the generator - The user
2. Why the user?
3. 1. Lower cost - Distributing the user generated content will be a lower cost option than Atlys generating content itself.
   2. Better Fitment - Access to the travel experience and therefore the content hook (travel photos) lies with the user and not the company.

The Distributor + Channel

1. Focus on visually oriented social platforms, primarily on Instagram, known for its travel-centric and photo-first nature.

How will it work?

1. Push-App Notification at the time of travel
2. 1. User will receive a push-app notification with the following message - “Aamir, ready for Czech Republic adventures? 🌍 Snap your travel moments and spread the word about your hassle-free visa journey with Atlys!”
   2. User will receive this message once he has started his travel journey. The data for travel dates will be in the Atlys system as it is uploaded by the user during the visa application process.
3. In-App Photo Window When the user opens the app, they are greeted with an interface where they can either take a new photo using their camera or upload an existing photo from their gallery.
4. Customisation with Templates and Stickers
5. 1. In this step, users can select from a range of templatised filters featuring Atlys branding. This adds a branded aesthetic to their photos.
   2. Additionally, users have the option to add stickers or graphics that highlight the number of days it took to receive their visa. This feature is particularly useful for emphasizing the efficiency of Atlys' service
6. Sharing on Social Media:
7. 1. After customising their photo, the user can press a 'Share' button. This action should seamlessly integrate with social media platforms, specifically Instagram in this case.
   2. Upon clicking 'Share,' the app directs the user to Instagram, where they can post the photo as a story.

Experiment 2 - Referral

Brag-worthy thing about Atlys →

1. 1. Ease and convenience of applying
   2. On time visa delivery.

Platform currency →

1. 1. For the Referrer → Access to Atlys black
   2. 1. Rationale - The Referrer has already experienced the core value add from using Atlys and is a happy customer. We then build on this by giving the referrer access to Atlys Black (Special Concierge Service) for his next vis application through Atlys.
   3. For the Referee → In-App credits.
   4. 1. Rationale - The new user has not yet tried out the product and is yet to experience the value add. Therefore we incentivise them with cash-back in the form of in-app credits which they can use to discount their visa costs.

When has the user experienced the core value prop of Atlys?

1. 1. When he submits the visa application through the user-friendly app within minutes? - The user has not yet received the final outcome for which he is using the app - to get his visa. While the submission experience was good, the user is not likely to recommend the app until he trusts the app to deliver his desired visa. Therefore - not at this point.
   2. When the user receives the visa on time - The user has now received the core value proposition from Atlys - timely visa arrival to enable his travels. This is when the user is most likely to refer the product to friends/family.

How will the user discover the referral programme?

1. 1. Once a user’s visa application has been reviewed by the embassy - the user receives updates from Atlys on email and Whatsapp with a link to view the visa in the app.
   2. On clicking the link - the app opens to the Profile page with the visa document tab.
   3. The user then receives an in-app nudge to rate the Atlys app.
   4. As a second nudge- the user should discover the referral programme here - that invites the user to share Atlys with a friend and get access to Atlys black for his next travel.

How will the referees share the referral link/voucher code?

1. 1. The communication needs to be 1:1 and therefore should be sent on personal messaging channels - Whatsapp primarily.
   2. The messaging should highlight the benefit received by the referrer -

How do we encourage the referrer to continue referring?

1. 1. Once the referrer has utilised the currency - Atlys Black, they will appreciate the added value of the concierge service.
   2. We will then design the referral system such that to get access to Atlys black for the next application - they need to progressively increase the number of referred friends.
   3. The ultimate goal will be a target of 20 referrals for an all expense paid trip to Vietnam/Bali. This is the jackpot that the user will aim for.
   4. Referral Program Incentives for Referrer -
   5. 1. 1st Referral - Free Atlys Black on next Application
      2. 5 Referrals - Free Atlys Black on 5th Application
      3. 15 Referrals - Free Atlys Black on 15th Application
      4. 20 Referrals - All expenses paid trip to Vietnam/Bali. JACKPOT.

Experiment 3 - Product Integrations

Possible Integrations for Atlys

User Flow for Product Integration on Booking.com App

When Searching for Flights on Booking.com

1. Step 1 - User launches the Booking.com app on their phone
2. Step 2 - User goes into the Flights tab in the app and enters the details for their flight search and clicks search
3. Step 3 - User is on the flight details screen and is viewing all possible flights for their search
4. Discovery point - The Atlys Visa product integration should be added on this screen as a dynamic banner that highlights the desired destination of the user as per the Search and then showcases the visa required for the travel as well as the minimum number of days to obtain the visa. All of this by pulling data through the Atlys API.

When searching Hotels on Booking.com

1. Step 1 - User launches the Booking.com app on their phone
2. Step 2 - User goes into the Stays tab in the app and enters the details for their hotel search and clicks the search button
3. Step 3 - User is on the hotel details screen and is viewing all possible hotels for their search
4. Discovery point - The Atlys Visa product integration should be added on this screen as a dynamic banner that highlights the desired destination of the user as per the Search and then showcases the visa required for the travel as well as the minimum number of days to obtain the visa. All of this by pulling data through the Atlys API.