Acquisition project | Rapido

😔Stuck in traffic? Spending too much on daily commutes? Need a quick parcel delivery?

Rapido makes everyday travel and deliveries seamless with affordable bike taxis, comfortable autos, convenient cabs, and reliable parcel services—all at your fingertips!

With over 200 million+ rides completed across 120+ cities, it has helped millions save time and money on daily commutes and deliveries.

Unlike expensive cabs or slow public transport, Rapido gives you speed with bike taxis, comfort with autos and cabs, and hassle-free parcel deliveries—all at unbeatable prices.

Download the Rapido app today—whether it’s a ride or a delivery, we’ve got you covered!🚀✨

What are our users are talking about us?

​In addition to 1-1 calls and messages, I reviewed user feedback on platforms such as the Google Play Store, Apple App Store, Reddit, and Quora. This comprehensive analysis provided a broader perspective on how users perceive the product and its performance across various touchpoints.

​Based on user feedback from platforms such as the Google Play Store, Apple App Store, Quora, and Reddit, the following insights have been gathered regarding Rapido's services:​

Positive Feedback

1. Affordability and Convenience: Users frequently highlight Rapido's cost-effective and efficient transportation options, particularly for short-distance commutes. The bike-taxi service is praised for navigating through traffic effectively, leading to time and cost savings.​
2. User-Friendly Interface: The app's intuitive design receives positive remarks, allowing users to book rides and manage trips with ease.​
3. Widespread Availability: Rapido's extensive presence across over 150 cities in India is appreciated by users, making it a reliable choice for intra-city travel in both metropolitan and smaller urban areas.

Areas for Improvement

1. Driver Professionalism: Some users have reported inconsistent behavior and professionalism among drivers, indicating a need for enhanced training and stricter quality control measures.​
2. Customer Support: Delays in response times from customer support have been noted by some users when addressing issues or complaints. Improving the efficiency and accessibility of customer service could enhance overall user satisfaction.

Understanding our ICP

This is to understand the behavior & characteristics of ideal customers of Rapido, why they decide to sign up and what values them most. By understanding this we can define our acquisition strategies.

ICP prioritization framework

Prioritization Recommendations

1. ICP 1: Varun (Mid-Level IT Professional)
2. • Rationale: High adoption rate due to tech-savviness and daily commuting needs. Moderate willingness to pay aligns with Rapido's affordable services. High distribution potential within urban professional networks.​
3. ICP 2: Nidhi (College Student)
4. • Rationale: High frequency of use with a strong emphasis on affordability. Active on social media, providing organic promotion opportunities. Represents a large TAM within the student demographic.​
5. ICP 4: Shankar (F&B Outlet Owner)
6. • Rationale: High appetite to pay for reliable delivery services. Regular delivery needs align with Rapido's parcel services. Potential to influence other businesses in the F&B sector.​
7. ICP 3: Pravin (Sales Executive)
8. • Rationale: While there is a high frequency of use, the distribution potential is moderate, and the TAM is smaller compared to other segments.​
     

Conclusion

Focusing on Varun (Mid-Level IT Professional) and Nidhi (College Student) should be prioritized due to their high adoption rates, frequent usage, and substantial market sizes. Additionally, targeting Shankar (F&B Outlet Owner) can drive growth in Rapido's parcel delivery services, leveraging his high willingness to pay and potential to influence within the F&B industry.

About Rapido

https://rapido.bike/About

https://en.wikipedia.org/wiki/Rapido_(company)

https://www.jmra.in/html-article/13795

https://pitchbook.com/profiles/company/114533-83

Product Features

Vision

​Understanding Core Value Proposition

• Fast & Affordable Commutes – Get from point A to B quickly and cost-effectively with bike taxis, autos, and cabs.
• Seamless & Convenient Booking – Effortless ride and parcel bookings with just a few taps.
• Reliable & Safe Rides – Verified captains, real-time tracking, and emergency support for a secure journey.
• Hyperlocal Mobility Solutions – Ideal for daily commutes, last-mile connectivity, and quick deliveries.
• Empowering Riders & Businesses – Enabling micro-entrepreneurs with flexible earning opportunities.

Understanding the Market: Rapido’s Role in Urban Mobility

India’s urban transport ecosystem is undergoing a rapid transformation, driven by increasing congestion, rising fuel prices, and the growing demand for cost-effective last-mile connectivity. Amidst these challenges, Rapido has positioned itself as a disruptive force, filling critical gaps in urban mobility. By offering bike taxis, auto-rickshaw services, and hyperlocal deliveries, Rapido ensures fast, affordable, and convenient transportation for millions across India.

Unlike traditional ride-hailing services that struggle with high fares and peak-hour availability constraints, Rapido capitalizes on the agility of two-wheelers to navigate through traffic efficiently. This enables commuters to reach their destinations quicker and at a fraction of the cost compared to conventional cabs. In a price-sensitive market where convenience and affordability drive adoption, Rapido’s focused approach makes it a preferred choice for urban travelers.

With competitors like Ola and Uber diversifying their services, Rapido’s commitment to low-cost, fast, and reliable transport ensures its stronghold in the mobility sector. As the market continues to evolve, understanding how Rapido compares with its competitors will provide deeper insights into its growth trajectory and strategic positioning.

Analyzing the macro-level market trends, along with the tailwinds and headwinds affecting Rapido's business, provides a comprehensive understanding of the current and future landscape of the ride-hailing and bike taxi industry in India.

Understanding Trends and Tailwinds

Now, let’s dive into an in-depth competitive analysis to understand Rapido’s position in the mobility landscape.

Competitive Analysis: Rapido vs. Key Competitors

Sources

https://tracxn.com/d/companies/rapido/__u2bFpKhkCp_3jdzw9GH-jkMQR76G6diQhpvtZuTy_kE/funding-and-investors

https://economictimes.indiatimes.com/tech/funding/rapido-rolls-into-unicorn-club-with-200-million-raise-at-1-1-billion-valuation/articleshow/113073029.cms

https://observenow.com/2024/09/rapido-becomes-indias-latest-unicorn-with-1-1-billion-valuation/

https://economictimes.indiatimes.com/tech/startups/new-ride-hailing-apps-racing-uber-ola-for-mobility-business/articleshow/106273383.cms

https://techcrunch.com/2021/12/08/indian-ride-hailing-startup-ola-valued-at-7-3-billion-in-new-funding/

https://auto.economictimes.indiatimes.com/news/aftermarket/bike-taxi-startup-rapido-bags-usd-30mn-from-prosus/118197634

https://inc42.com/features/can-ride-hailing-hotshot-indrive-smash-the-ola-uber-duopoly-in-india/

https://techcrunch.com/2025/02/04/softbank-backed-billionaire-to-invest-230m-in-indian-ai-startup-krutrim/

Market Size Calculation based on classic Top-Down Approach

​

• TAM: Total Addressable Market : Rapido's TAM comprises approximately 242 million potential ride-hailing users in India, derived from the urban, smartphone-enabled population. This represents an annual revenue opportunity of roughly $7.26 billion, assuming an ARPU of $30 per user.
  
  
• • Users: ~242 million potential ride-hailing users in India.
  • Revenue: ~$7.26 billion annually.
    
    
• SAM: Serviceable Addressable Market : Narrowing down the TAM, Rapido's SAM targets around 96.8 million users in Tier 1, 2, and 3 urban centers who are most likely to adopt cost-effective ride-hailing services. This segment translates to an annual revenue potential of about $2.904 billion.
• 
  
  • Users: ~96.8 million users (targeting Tier 2 & Tier 3 urban markets).
  • Revenue: ~$2.904 billion annually.

• SOM: Serviceable Obtainable Market : With its competitive positioning, Rapido aims to capture roughly 10% of the SAM, equating to around 9.68 million users. This market share offers an annual revenue opportunity of approximately $290.4 million.
  
• • Users: ~9.68 million users (a 10% market share of the SAM).
  • Revenue: ~$290.4 million annually.

Acquisition Strategy

Rapido is in a mature scaling stage based on these key indicators:

• Market Penetration & Service Expansion:
  Rapido has already completed over 200 million rides across 120+ cities, and its service portfolio now extends beyond bike taxis to include auto and parcel delivery. This level of geographic and service diversification is typical of companies that have moved past early growth.
• Substantial Funding and Valuation:
  In July 2024, Rapido raised $200 million in a Series E round, propelling its valuation to around $1.1 billion. Such significant funding rounds and unicorn status indicate investor confidence in its ability to scale further in a competitive market.

These factors—widespread adoption, multi-service offerings, and strong financial backing—demonstrate that Rapido is not only established but also aggressively expanding, which are hallmarks of a mature scaling stage.

Sources

• Economic Times – Rapido raises $200M, valued at $1.1B
• Tracxn – Rapido Overview

Acquisition Channel Selection

Analysis Summary

• Referral Programs are chosen for their exceptional scalability at low incremental cost, driven by network effects and high user trust.
• Product Integration is critical as it opens access to partner ecosystems, bringing in large user bases without solely relying on traditional acquisition spend.
• Paid Ads deliver fast, measurable results and are vital for capturing competitive urban markets, even though they require higher investment.

Detailed Reasoning

1. Paid Ads

• Industry Benchmark: Paid advertising has been a key driver for rapid growth in mature markets. For example, both Ola and Uber have used targeted paid campaigns to secure market share in competitive urban areas.
• Data Point: In India, digital advertising expenditures have seen a CAGR of 25-30% over recent years, with platforms like Facebook and Google delivering immediate traffic. Studies by Statista indicate that effective paid campaigns can yield conversion rates of 2-5% in the mobility sector.
• Cost & Scalability: While paid ads require a higher budget, they offer the fastest route to scaling user acquisition—especially when used in combination with other channels that reinforce brand recall and engagement.
• Strategic Fit: Given Rapido's mature stage, rapid scaling through paid ads is essential to maintain competitive advantage, especially in metro areas where user expectations and competitive pressures are high.
  
  Key Takeaway
• • Paid ads are indispensable for driving rapid, quantifiable growth, particularly in competitive urban environments, despite their higher cost.

2. Product Integration

• Industry Benchmark: Strategic integrations have transformed growth trajectories for companies by providing access to pre-existing ecosystems. For instance, Airbnb’s integrations with travel websites and payment platforms significantly expanded its user base.
• Data Point: In the ride-hailing market, integrations with digital wallets, e-commerce platforms, and corporates have enabled companies to tap into millions of users almost instantly. A study by McKinsey noted that effective integrations could boost user acquisition by 30-40% in targeted segments.
• Cost & Scalability: Although initial coordination and technical efforts are high, once established, these integrations deliver continuous value by opening channels to partner ecosystems—yielding high scale over time.
• Strategic Fit: For Rapido, integrating with platforms that already serve millions (such as major digital wallets or corporate employee programs) not only reduces acquisition costs but also enhances user stickiness and cross-service utilization.
  
  Key Takeaway
• Product integrations are vital for unlocking large, untapped markets and accelerating sustainable growth by tapping into partner ecosystems.
  

3. Referral Program

• Industry Benchmark: Companies like Uber and Ola have effectively leveraged referral programs to reduce customer acquisition costs (CAC) while accelerating network effects. Uber’s referral initiatives reportedly reduced CAC by up to 20% during its global expansion phases.
• Data Point: In India, referral programs in the mobility space have consistently driven organic growth—with studies indicating that a well-designed referral program can boost new user acquisition by 2-3x at a fraction of paid advertising costs.
• Cost & Scalability: With relatively low incremental costs (mainly incentive rewards), referral programs allow Rapido to capitalize on its existing satisfied users to drive viral growth.
• Strategic Fit: In a mature market where word-of-mouth and trust play a pivotal role, referral programs are critical to drive sustainable, viral growth. This is especially relevant for Rapido, which has built a strong reputation in urban mobility.
  
  Key Takeaway
• • Referral programs will be a cornerstone for low-cost, high-scale user acquisition as Rapido expands into more cities and deepens market penetration.

Define the CAC : LTV Ratio

ICP Selection

Based on our analysis and Rapido’s core value proposition, we select:

ICP 1 – Varun (Mid-Level IT Professional)

• Age: 28
• Location: Bangalore
• Occupation: IT Professional
• Income: 16 LPA
• Pain Points: Traffic congestion, expensive cabs, time-sensitive travel
• Values: Speed, comfort, and affordable rides
  
• Rationale:
• • Varun represents the urban, tech-savvy commuter who values a quick, reliable, and affordable alternative to traditional cab services.
  • This segment is mature, digitally engaged, and willing to switch if the experience is superior.

Step 3 → Select advertising channels

Detailed Reasoning


Google Search Ads (30% Budget):

1. • Effort & Cost: Medium effort with high cost is justified because users searching for ride solutions are likely to convert, making the cost per acquisition effective.
   • Lead Time & Scale: Immediate visibility and high scalability in competitive metro areas.
   • Relevance: Highly relevant for capturing high-intent users actively seeking transportation options.

Audience Selection:

• Target: Urban commuters, age 18-45, in Tier 1 and Metro cities.
• User Intent: People actively searching for quick, affordable, and reliable ride solutions (e.g., "affordable bike taxi," "fast urban ride booking").

Campaign Objective:

• Capture high-intent traffic through search queries related to ride-hailing and last-mile mobility.

Ad Type:

• Text Ads for Google Search.

Budget:

• Out of a total ad budget of ₹100,000, allocate ₹30,000 to Google Search Ads.

Ad Creative Details:

• Headlines:
• • Headline 1: "Beat Traffic with Rapido Bike Taxis!"
  • Headline 2: "Book a Quick Ride Now!"
  • Headline 3: "Affordable, Fast Commutes Await!"
• Description:
  "Skip the congestion and save time with Rapido. Enjoy real-time tracking, low fares, and hassle-free rides. Book your ride instantly and travel smart!"
• Sitelink Extensions:
• • How It Works: Directs to a page explaining the Rapido app and booking process.
  • Safety Features: Showcases real-time tracking and safety protocols.
  • Ride Offers: Highlights current discounts and promotions.
• Callout Extensions:
• • "Instant Pickup"
  • "Low Fares"
  • "24/7 Service"

Facebook Ads (30% Budget):

1. • Effort & Flexibility: Moderately easy to set up with flexible targeting options; allows segmentation by demographics and interests (e.g., tech professionals like Varun).
   • Cost & Speed: Medium cost with quick lead time delivers prompt results in terms of app installs and engagement.
   • Relevance: A proven channel for ride-hailing brands to engage urban, digitally active consumers.

Audience Selection:

• • Target: Urban commuters aged 18-45 in metro areas.
  • User Intent: Users who engage with mobility and transportation-related content.

Campaign Objective:

• • Engage users and drive app installs/ride bookings through visually compelling ads.

Ad Type:

• • Image or Carousel Ads.

Ad Creative Details:

• • Primary Text:
    "Stuck in traffic? Switch to Rapido for quick, affordable commutes. Experience fast bike taxis that beat the rush hour – anywhere in your city!"
  • Headline:
    "Book Your Rapido Ride Today!"
  • Description:
    "Enjoy hassle-free rides, real-time tracking, and unbeatable fares with Rapido."
  • CTA Button:
    "Book Now"
  • Sitelink Extensions:
  • • "How It Works"
    • "Ride Offers"
    • "Customer Testimonials"

Instagram Ads (40% Budget):

1. • Cost & Flexibility: Low cost combined with high creative flexibility makes it ideal for visually appealing content that resonates with younger audiences (e.g., college students like Nidhi).
   • Lead Time & Scale: Quick to deploy with high scalability; leverages visual storytelling for brand engagement.
   • • Relevance: Vital for building brand identity and driving organic growth through high-impact visual content.
       
       Audience Selection:
     • Target: Young urban professionals (age 18-35) active on Instagram, primarily in metro areas.
     • User Intent: Users seeking trendy, efficient, and cost-effective ride solutions.
   Campaign Objective:
   • • Build brand awareness and drive app installs through visually engaging content.
   Ad Type:
   • • Image or Video Ads.
   Ad Creative Details:
   • • Primary Text (Caption):
       "Skip the traffic hassle with Rapido! Quick, affordable bike taxis to get you where you need to be. #RideRapido #BeatTraffic"
     • Headline:
       "Fast & Affordable Rides"
     • CTA:
       "Book Now" or "Download App"
     • Visual Elements:
     • • A dynamic video clip showing a Rapido bike taxi maneuvering through urban traffic, or
       • A vibrant image of a Rapido bike taxi with the brand logo.
     • Callout Text (if applicable):
       "Real-Time Tracking", "Instant Pickup", "Low Fares"
       
       
       

Google YouTube Ads & Amazon Ads (0% Budget):

1. • Reasoning: While these channels offer high scale, their higher effort, cost, and/or less direct alignment with immediate ride-hailing app acquisition render them lower priority for this campaign.

Marketing Pitch

Core Message for Varun:
"Beat Bangalore traffic with Rapido – your trusted bike taxi for fast, affordable, and hassle-free commutes. Experience the convenience of swift rides that get you to work on time, every time. Join millions who choose Rapido for a smarter, more efficient journey."

For College Students (ICP 2 – Nidhi):
"Struggling with expensive cab fares? Rapido offers pocket-friendly rides that fit your budget – get to class and hangouts quickly and affordably."

For Sales Executives (ICP 3 – Pravin):
"Need to make multiple trips a day without breaking the bank? Choose Rapido for reliable, cost-effective rides that keep you moving efficiently.

For F&B Outlet Owners (ICP 4 – Shankar):
"Ensure swift and reliable deliveries for your business with Rapido – the partner that guarantees prompt, affordable service so you can maintain food quality and customer satisfaction."

Designing Ad Creatives

Ad Creative 1 – Video Ad (for Paid Ads):

• Visual Concept:
• • Start with a busy Bangalore morning. Show Varun, a mid-level IT professional, stuck in traffic, then seamlessly switch to him booking a Rapido ride on his smartphone.
  • Scenes include quick pickups, smooth navigation through congested streets, and Varun arriving at work on time.
• Key Message Overlay:
  "Beat Bangalore Traffic. Ride Rapido – Fast, Affordable, Reliable."
• Call to Action (CTA):
  "Download the Rapido app now and experience a smarter commute."
  

Ad Creative 2 – Static Image/Text Ad:

• Visual Concept:
• • A dynamic image of a Rapido bike taxi cutting through the busy Bangalore skyline with a clock icon emphasizing time saved.
• Headline:
  "Cut Through the Chaos."
• Sub-Headline:
  "Experience swift, budget-friendly rides with Rapido."
• CTA:
  "Book your ride today!"

Who Do You Ask for a Referral?

• Target Audience:
  Engage customers who have just experienced a seamless, reliable Rapido ride—those who enjoyed quick pickups, on-time arrivals, and competitive fares.
• Timing & Placement:
  Introduce the referral program right after ride completion (e.g., on the “Ride Completed” screen or in the user’s profile section) when the positive experience is still fresh.

Designing the Referral Program & How Will They Keep Referring?

Program Name:
"Rapido Rally"

Core Objectives:

• Leverage existing happy riders to acquire new users at a low CAC.
• Create viral loops and reward both the referrer and the new rider.
• Reinforce Rapido’s brand as the fast, affordable, and reliable ride solution in metro India.

Key Components:

1. Incentive Structure:
2. • For the Referrer:
   • • Earn ₹50 ride credits for every successful referral (i.e., when the referred user completes their first ride).
     • Bonus rewards for reaching milestones (e.g., 5 referrals = extra ₹250 bonus ride credit; 10 referrals = a free ride upgrade).
   • For the Referred User:
   • • Get ₹30 off on the first ride upon sign-up using a unique referral code.
   • Tiered Rewards:
   • • Introduce seasonal or limited-time multipliers (e.g., “Double Rewards Week”) to boost program participation during off-peak periods.
3. Referral Process:
4. • Easy Sharing:
   • • Integrate sharing options directly in the Rapido app (via SMS, WhatsApp, email, and social media).
   • Unique Referral Code Generation:
   • • Every user gets a unique code linked to their account that they can share.
   • Tracking & Transparency:
   • • A dedicated “My Referrals” dashboard in the app displays current referrals, rewards earned, and pending bonuses.
   • Gamification & Social Proof:
   • • Leaderboards featuring top referrers in their city, with badges and exclusive benefits (e.g., “Rapido Champion”).
     • Social media widgets encouraging users to share their success stories.
5. Communication & Onboarding:
6. • Onboarding Flow:
   • • During the first ride, prompt users to share their referral code.
     • Use push notifications and in-app banners to remind users of the benefits.
   • Co-Branded Messaging:
   • • Integrate the referral hook into the app’s home screen with a catchy tagline such as “Ride. Share. Earn – Join the Rapido Rally!”
   • Feedback Loop:
   • • After a referral is successfully redeemed, automatically request a short survey to capture feedback on the referral experience.

New Referral Flow: Key components

Conceptual Wireframe Descriptions

Below are textual descriptions of the raw wireframe sketches that communicate the referral hook layout:

1. Home Screen Banner:
2. • Top Section:
   • • A bold, vibrant banner at the top of the home screen with the tagline “Ride. Share. Earn – Join the Rapido Rally!”
     • A “Learn More” button that navigates users to the detailed referral program page.
   • Visual Elements:
   • • A dynamic graphic of a bike taxi with referral icons (e.g., gift boxes, coins) overlayed.
     • Colors align with Rapido’s brand palette (bright blue, white, and accents of yellow).
       
       

1. Referral Dashboard (My Referrals Page):
2. • Layout:
   • • A clean list view showing referral history: each entry includes the friend’s name (if available), status (pending/complete), and earned rewards.
     • At the top, a progress bar indicating how close the user is to the next milestone bonus.
   • Call-to-Action (CTA):
   • • A prominent “Share Your Code” button that triggers a pop-up with multiple sharing options.
   • Visual Elements:
   • • Simple icons (e.g., a gift box for rewards, a trophy for milestones) to visually represent each element.
3. Referral Sharing Pop-Up:
4. • Design:
   • • A modal window with the user’s unique referral code displayed in large, bold text.
     • Options for sharing: icons for WhatsApp, SMS, Facebook, Twitter, and email.
     • A brief explanation: “Invite your friends and earn ride credits. Get ₹50 for every successful referral!”
   • Visual Cues:
   • • Use of arrows or subtle animations to direct attention to the referral code and sharing options.
5. Post-Referral Confirmation Screen:
6. • Layout:
   • • A confirmation screen that appears after a referral’s first ride is completed.
     • Displays a celebratory message like “Congratulations! You’ve earned ₹50 ride credit!”
     • Options to “Share More” or “View Referral Dashboard.”
   • Visual Elements:
   • • A celebratory graphic (e.g., confetti animation) and a progress indicator showing cumulative rewards.

Proposal : Rapido’s Referral Platform Currency: "RapiCoins"

Rapido uses a proprietary platform currency called RapiCoins for its referral program. Here’s how it works:

• Earning RapiCoins:
  Users earn RapiCoins by completing various transactions—such as booking rides and engaging in in-app activities—and by referring friends to the platform. these coins are accrued through both routine transactions and special engagement challenges.
• Redemption & Benefits:
  RapiCoins can be redeemed for discounts on future rides, free ride credits, or exclusive offers, effectively lowering the overall cost of rides and enhancing user loyalty.
• Engagement Activities:
  Beyond ride completions, users can earn additional RapiCoins by participating in challenges, referring friends, or achieving milestones, thereby incentivizing sustained engagement with the Rapido app.

Understanding Organic Intent for Rapido

Organic intent begins where potential customers—urban commuters actively searching for efficient, affordable ride solutions—engage with complementary products. For Rapido, this means identifying products and platforms your ICP frequently interacts with, which can serve as strategic integration partners. These integrations not only enhance user convenience but also trigger organic discovery and word-of-mouth recommendations.

Identifying Complementary Products Used by Your ICP

For Rapido’s key ICPs (e.g., Varun – a mid-level IT professional in metro cities), complementary products include:

• Google Maps: Essential for navigation and real‑time route updates.
• Zepto or BigBasket: Popular for instant grocery deliveries—often used by busy urban professionals.
• Digital Wallets (e.g., Paytm, PhonePe): Frequently used for quick transactions and in‑app payments.

Use the Selection Framework to Compare Potential Integrations

Below is a tabular comparison of potential integration partners, evaluated on key dimensions:

Collaborate with Necessary Stakeholders

• Internal Teams:
• • Product and Engineering: To develop seamless APIs/SDKs that integrate with partner platforms.
  • Marketing: To align on messaging and co-branding strategies with integration partners.
• External Partners:
• • Initiate discussions with key platforms (e.g., Google for Maps integration, Zepto/BigBasket for delivery-related integrations, and major digital wallets) to explore partnership models.
• Legal & Compliance:
• • Ensure all integrations meet regulatory and data privacy standards.

Map the Customer Journey (Rapido + Paytm Integration)

Scenario:

Varun, a mid-level IT professional in Bangalore, uses Rapido for his daily commutes. He is a frequent user of Paytm for his digital transactions and values quick, secure payments and attractive cashback rewards.

Customer Journey:

1. Pre-Ride: Awareness & App Interaction
2. • Varun opens the Rapido app, which now features a dedicated “Pay with Paytm” option prominently on the payment screen.
   • The home screen highlights exclusive cashback offers and rewards available when using Paytm as the payment method.
3. Ride Booking:
4. • Varun books his ride by entering his pickup and destination details as usual.
   • When reaching the payment step, he is presented with multiple options, with “Pay with Paytm” highlighted as the recommended choice due to its exclusive benefits.
5. Checkout & Payment:
6. • Varun selects “Pay with Paytm.” The integration allows him to seamlessly authenticate his Paytm account without leaving the Rapido app.
   • He completes the payment effortlessly and immediately sees a confirmation, along with an instant cashback reward notification.
7. Fulfillment & Engagement:
8. • During the ride, Varun receives real-time updates on the payment process and cashback accumulation via in-app notifications.
   • Post-ride, he gets an email/SMS summarizing his ride details, cashback earned, and an invitation to refer friends for additional rewards.
9. Outcome:
10. • Varun enjoys a smooth, secure, and rewarding payment experience. The integration not only reinforces his loyalty to Rapido but also encourages repeat usage and word-of-mouth referrals.

Design the Wireframe with the New Integration

User Interface Enhancements:

• Payment Options Screen:
• • Introduce a “Pay with Paytm” button with distinctive branding (Paytm logo and color scheme) alongside other payment methods.
• Integrated Authentication:
• • Create a seamless pop-up or inline authentication flow that allows Varun to log into his Paytm account without leaving the Rapido app.
• Rewards & Cashback Display:
• • Add a dynamic section on the payment screen that clearly displays the cashback percentage and any ongoing Paytm-exclusive offers.
• Progress Tracker:
• • Integrate a progress tracker or confirmation page that provides real-time updates on payment processing and rewards accrual.

Co-Branded Experience:

• Ensure the wireframe features both Rapido and Paytm branding for a cohesive, trustworthy appearance.
• Use clear call-to-actions such as “Pay Securely with Paytm & Earn Cashback” to drive user engagement.

Run Pilot Tests Before Full-Scale Launch

Pilot Campaign Execution:

• Geographic Focus:
• • Choose a limited geography, such as Bangalore, where Rapido has a high concentration of users like Varun.
• User Segment:
• • Target a controlled group of high-intent users (e.g., mid-level IT professionals) who frequently use digital payments.

Metrics to Measure:

• Quantitative Metrics:
• • User Engagement Rate: Percentage of users selecting the “Pay with Paytm” option.
  • Conversion Rate: Percentage of initiated transactions that complete successfully via Paytm.
  • Average Order Value (AOV): Evaluate if users opt for additional services or premium options when incentivized with cashback rewards.
  • Payment Completion Time: Time taken from selecting Paytm to final confirmation.
• Qualitative Metrics:
• • User feedback on the ease of authentication, clarity of rewards information, and overall payment satisfaction via in-app surveys.

Feedback Loop & Iteration:

• Gather Insights:
• • Use in-app surveys and follow-up interviews to understand user experience pain points.
• Optimize:
• • Refine UI/UX elements based on feedback (e.g., simplify the authentication flow or enhance the visibility of rewards).
• Iterate:
• • Adjust incentives or technical integration details and run iterative pilot rounds until KPIs are met.

Measure Post-Integration Metrics

Key Performance Indicators (KPIs):

• Customer Acquisition Cost (CAC):
• • Monitor any reductions in CAC attributed to increased user referrals and positive word-of-mouth driven by the seamless Paytm integration.
• Lifetime Value (LTV):
• • Assess changes in repeat usage and average revenue per user (ARPU) influenced by the enhanced payment experience and cashback rewards.
• Conversion Rate:
• • Track the percentage of users completing rides when opting for Paytm as the payment method.
• User Engagement:
• • Measure interaction rates with the integrated features, including frequency of “Pay with Paytm” selections and engagement with rewards notifications.
• Customer Satisfaction:
• • Utilize post-ride surveys to capture qualitative feedback regarding ease of use, security, and satisfaction with the integrated payment experience.

Reporting & Dashboard:

• Real-Time Dashboard:
• • Develop a dashboard that aggregates data from the Rapido and Paytm integration, allowing continuous monitoring of KPIs.
• Regular Reviews:
• • Hold weekly or bi-weekly review sessions to assess performance, analyze trends, and make agile adjustments to the integration or marketing strategy.