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Project Overview

The clock is ticking! We're in the exciting (and sometimes confusing!) pre-PMF stage at Wholetailer, and we need to find our ideal acquisition channel. This project is all about accelerating our growth by attracting those perfect users.

Here's the plan:

• Wholetailer Deep Dive: Understanding product, user, creation of ICP (including influencers and blockers), product category, competitor, and market
• Marketing Pitch: Core values of Product, Pitch, Marketing Messaging
• Acquisition channels: Conduct at least 3 experiments and craft an implementation plan.

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This project is all about building momentum for Wholetailer in this early stage. By finding the perfect audience and connecting with them in the best way possible, we'll be well on our way to product-market fit and ready to take the B2B wholesale world by storm!

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Wholetailer Deep Dive

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Hypothesis: Kirana retailers in Gurgaon are eager to increase their margins and stock the latest trendy products from the online world, but they want to avoid the risk of unsold inventory.

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Implementation Plan

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Product

Wholetailer is a B2B wholesale distribution platform that leverages its B2B Wholesale platform to connect retailers directly with D2C brands. More specifically, Wholetailer acts as a marketplace, facilitating transactions between these two parties. Unlike traditional wholesale models with multiple layers of distribution, Wholetailer streamlines the process by eliminating the middleman. This benefits both retailers and brands.

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Benefits to Retailers:

1. Exclusive products: We offer a curated selection of hot products from D2C brands, so retailers can stock their shelves with unique items that keep customers coming back for more.
2. Pay on delivery: Fast and reliable! Retailers get what they need in just 48 hours, with the option to pay only when the products arrive.
3. No Minimum Orders: Unlike traditional wholesale, there are no minimum order quantities. Retailers can order exactly what they need, as much or as little as they require.
4. Extra margins: We offer exclusive wholesale prices, so retailers can keep more money in their pockets and focus on growing their businesses.

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Benefits to Brands:

1. Guaranteed Timely Payments: No more waiting! Brands get their money quickly and reliably with guaranteed payments within 2 days (T+2).
2. Last Mile Delivery: Brands simply ship products in bulk to Wholetailer, and we handle getting them to retailers safely and efficiently.
3. Minimal Returns: Retailers order what they know they can sell, meaning far fewer returns and easier stock management for brands
4. Offline Brand Promotion: We help brands connect with a wider audience through real-world promotions like pop-up shops and events.

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Users

Wholetailer serves two primary user groups: Retailers and Direct-to-Consumer (D2C) Brands.

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How it works

For Retailers

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For Brands

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Finding Ideal Customer Profile (ICP)

User Segments (ICP Prioritization Framework)

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For ICP Prioritization Framework, click here

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Understanding the 'WHY' behind ICP's Behaviours and Preferences

• Shyam (Cafe Manager): Shyam really cares about what his customers think and knows that if they love what they eat, they'll keep coming back. That's why he doesn't mind spending a bit more on top-notch products. When it comes to taking orders and ringing up sales, he's all about doing things quick and smart, which is why he's big on using those handy ordering apps and a POS system that keep everything running smooth and fast.
  
  
• Harsh (Kirana Store Owner): In the competitive hustle of running his kirana store, Harsh is always on the lookout for ways to stretch his rupee without skimping on quality. Wholetailer's platform could be a game-changer for him, offering the kind of value that keeps his shelves stocked with in-demand products and his customers happy. With the simplicity and convenience of technology like Wholetailer's, Harsh could get ahead by selling products that people want.
  
  
• Manisha (School Canteen Operator): Manisha has a big job on her hands, making sure the kids get healthy food while also making sure the canteen doesn't end up in the red. She's aware that parents and the school are watching closely, so she doesn't compromise on quality. Plus, she's quite comfortable with using digital tools for payments and staying connected with the community, which really helps her keep the canteen in tune with what everyone needs.

Competitor's Analysis

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Market Size

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📊 TAM (Total Addressable Market) Calculation for Wholetailer in Metropolitan Area:

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• Total Urban Population: Let's consider the metropolitan population as a proxy for the urban population potentially using D2C products.
• D2C Market Penetration: We'll use the percentage of the retail market relevant to D2C categories.
• Average Revenue Per User (ARPU): This is an estimate based on Wholetailer's average transaction size and frequency.
  
  

TAM = Metropolitan Population x D2C Market Penetration x ARPU

TAM = 18,547,340,000 (Eighteen Billion in metropolitan Aera)

SAM (Serviceable Addressable Market) Calculation for Wholetailer in Metropolitan Area:

Currently, wholetailer is operational in NCR Region only which has 58,150,000 of total population of metropolitan.

SAM = 58,150,000 * 40% * 350 = 8141000000 (eight hundred forty millions)

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SOM (Serviceable Obtainable Market) Calculation for Wholetailer in Delhi- NCR Region:

SOM = 8141000000 * 20% (Assuming wholetailer will be able to capture 20% of market) = 162,820,000

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Marketing Pitch

Core Value of Wholetailer

For Retailer

For Brand :

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Sample Marketing Assets (Mainly copies not the final designs)

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Acquisition Channels

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Experiments Conducted

Experiment - 1 - In-person meetings with Retailers

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Hypothesis: Kirana retailers in Gurgaon are eager to increase their margins and stock the latest trendy products from the online world, but they want to avoid the risk of unsold inventory.

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Implementation 😀 : After making over 200 calls ☎️ and successfully bringing 45 retailers onboard, here's the step-by-step process we are going to use to bring more Kirana stores on the platform:

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Experiment 2: Engaging with Online Communities

Hypothesis: Joining and getting involved in places like the Kirana Club and Facebook groups for Gurgaon retailers could help us get to know what local store owners are looking for and the latest buzz in the market.

Purpose:

The objective of this experiment is to immerse Wholetailer into the digital spaces where our target customers—Kirana and Gurgaon retailers—frequent. By actively participating in communities such as the Kirana Club and Facebook groups, Wholetailer aims to gain deep insights into the needs, preferences, and challenges of local store owners. Understanding these aspects will inform product offerings, tailor marketing messages, and refine the customer acquisition approach to align with the realities of the target market.

Alignment with Acquisition Strategy:

This experiment is crucial at the PMF stage as it directly contributes to refining Wholetailer's value proposition. By aligning the product features and services with the actual demands and pain points discussed within these communities, Wholetailer can position itself as a solution developed with, and for, the Kirana and retail community. This targeted approach is expected to foster trust and accelerate adoption, as the platform will be seen as a community-informed solution that supports the growth and efficiency of local retailers.

Implementation Plan

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Experiment 3: Using Personal Connections for Niche Market Penetration

Hypothesis: Utilizing personal networks to directly connect with canteen decision-makers in offices, schools, and colleges will enable Wholetailer to effectively introduce its offerings to a focused audience, potentially accelerating partnership formations and market penetration.

Purpose:

The aim here is to tap into existing personal networks to reach decision-makers in niche markets such as canteens within educational and corporate institutions. By using a more personalized approach, Wholetailer can effectively showcase its solutions and build relationships that may lead to rapid and more organic growth through word-of-mouth and direct referrals.

Alignment with Acquisition Strategy:

At the PMF stage, leveraging personal networks allows Wholetailer to bypass the noise of traditional marketing channels and directly engage with potential clients in a meaningful way. This method can result in quicker validation of product-market fit, as feedback and buying signals can be gathered more directly and from a highly relevant audience. Moreover, it complements the digital and community-based acquisition strategies by adding a layer of personal touch, which is especially influential in niche segments.

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Implementation Plan

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Now that we've finished these experiments, we're ready to take the next steps. We've learned a lot, and it's time to use those lessons as we start thinking about growing even more.

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