Wholetailer | Onboarding Project

Wholetailer - B2B Wholesale Platform

Wholetailer, founded in 2024 in Gurugram, connects retailers directly with D2C brands through our easy-to-use Android app.

Website	https://wholetailer.store
About	Wholetailer helps Bharat's retailers buy directly from D2C brands
Stage	PMF
Type	Distribution As A Service (DAAS)
Founded	2024
Operating areas	Gurugram, Haryana
Platform available on	Android application

We offer retailers the ability to order exactly what they need with the convenience of quick delivery and pay-on-delivery options.

For brands, we provide a reliable payment process, handle the logistics, and help with offline promotions.

As we're in the early stages of our journey, our focus is on finding the best ways to serve our users and achieve product-market fit. Welcome to Wholetailer — Making it easy for Bharat's retailers to buy directly from Brands.

Core Value of Wholetailer

For Retailers

For Brands

Competition

Retail spaces and the online world often feel worlds apart, especially when it comes to the latest trends that online shoppers love. Wholetailer bridges this gap, carefully selecting products that buzz with popularity online to bring them into the real world, right where they can be touched and experienced – at your local offline touchpoints. Unlike broad platforms like Indiamart and Trade India, which are like vast libraries of products, Wholetailer acts as a curator, guiding these touchpoints toward products that customers are already seeking out online.

Brands looking to expand their reach find in Wholetailer a trusted ally. While Udaan opens up a wide B2B playing field, Wholetailer creates targeted pathways for brands to make their mark in the offline territory— be it stores, HORECA, or institutional spaces. We specialize in transforming digital success stories into physical retail victories, providing brands with the tools to translate their online appeal into a flourishing offline presence. Through Wholetailer, digital favorites become local sensations, and brands enjoy the growth that comes from new, tangible markets.

1. User and Ideal Customer Profile

Users

Ideal Customer Profile

	ICP 1	ICP 2	ICP 3
Ideal customer profile name	Shyam	Harsh	Manisha
Job title	Cafe manager	Kirana store owner	School canteen operator
Age Range	28-40	35-50	30-45
Education Level	Bachelor's in hotel management	12th Pass > B. Com	12th Pass > BA
Buying Channels used before	Local Distributors, Restaurant wholesale suppliers	Wholesale markets (Sadar Bazar), Cash & Carry stores (Metro)	Local Mandi's, Local Distributors
Key Responsibilities	Overseeing cafe operations, curating menu, managing stock	Managing inventory, negotiating with suppliers, customer service	Managing inventory, negotiating with suppliers, curating menu and products
Role in decision-making	Primary decision maker	Sole decision maker	Key decision maker
Tech-savviness	6/10	4/10	5/10
Motivation	Smooth operations, maintain cafe reputation	Increase margins, fast-moving inventory	Healthy meals/food/products within budget, student satisfaction
Vertical	HORECA	Retail - FMCG	Institution
Annual revenue	INR 20-50 Lakhs	INR 10-30 Lakhs	INR 15-40 Lakhs
No. of employees	5-10	1-2	2-3
Team Type	Cafe Staff	Family and hired help	Canteen staff
Locations	Gurugram - Urban commercial areas	Gurugram - Residential neighborhoods, markets	Gurugram - Educational Institutions
Time Vs Money	Quality over cost	Cost-sensitive	Quality over cost
Technologies used	Online delivery apps, POS Systems	UPI for transactions, Apps like WhatsApp, YouTube, Facebook etc	POS Systems, UPI, WhatsApp, Youtube, Facebook
Goals (Next 3 months)	Expand cafe reach, introduce new offerings	Source new products, prepare for the festive season	Introduce new healthier or more nutritious options in the budget, streamline the supply chain
Hiring Products For	Reliable supply chain for premium ingredients	Access to high-margin products, efficient supply chain solutions	Consistent quality, reliable delivery, affordable pricing
Current solution	Diverse local suppliers, some online B2B platforms	Traditional wholesale markets, local distributors	Small-scale local wholesalers, community markets (Mandi's)
Core problem statements	Juggling multiple suppliers, ensuring quality consistency and managing food waste	Balancing inventory turnover with customer demand, limited storage space and working capital	Align nutritious meal offerings with tight school budgets, managing food procurement during seasonal changes.

User Goals

ICP	Shyam	Harsh	Manisha
Functional Goals	Get good supplies regularly Not waste food or money	Keep the store stocked with what people want Make buying stuff simpler	Serve tasty and healthy food/products that fit the budget Buy and stock products smartly
Personal Goals	Be known as a top café manager Operational excellence	Be the best store in the area	Get praise for making kids healthier
Social Goals	Have a café that everyone talks about	Be a store the neighborhood relies on	Help kids learn to eat healthy
Financial Goals	Make more money with less waste	Get more people shopping Make more sales	Run the canteen well without overspending
Major Concerns	Getting poor-quality supplies Late deliveries messing up plans	Trouble managing stock Not finding good stuff at good prices	Food that's not good or too expensive Not having the right food for all students

2. Onboarding Teardown

Website - Teardown

Website - Onboarding teardown.pdf

Android App - Teardown

Mobile App - Onboarding Teardown.pdf

Conclusion

Website:

The starting process is bad - there's no proper branding, no messages to tell you what to do, some links don't work, and it's slow. It's hard to find where to download the app. There's no "About Us" page, so we don't know who made this.
On the website, the branding isn't clear, and there are no clear instructions. When I try to chat on WhatsApp or book a call, I don't get any responses or confirmations. Even if I put fake details in, there's no check to see if they're real. I'm left unsure about what to do next.
The retailer page has problems too. When I fill out the form, it just submits the details without any feedback. There's no follow-up email or WhatsApp message, and I'm not sure what to do next. It feels broken.
No testimonials

App:

The screens when you start the app don't explain the benefits properly.
The process to verify who you are takes a long time - it seems like it could take hours to upload all the documents.
Ordering things in the app is tricky. You have to select your address multiple times, and it's not smooth.

Suggestions

Website

Fix the workflow for Brands and Retailers
- Homepage > Brands > Book a Demo > Calendly > Notify Brand about Demo
- Homepage > Retailers > Download App
Add about us and contact us page (to build trust)
Include some testimonials from Brands and Retailers
Improve branding
Most Important!!! - Adding notifications to users (Meeting booked, You're in waitlist etc)

App

Instead of doing KYC at starting, I will give access to the app but hide the wholesale price, which we will show once KYC is completed. It will enable us to see what products retailers are viewing and will give them instant access to product sourcing
Simplifying ordering steps. Enabling order in 3 steps (removing extra steps required in checkout and cart pages)

3. Activation

When is a user called an activated user?

An activated user on Wholetailer is defined as someone who has completed the following key actions:

Sign up for an account on the platform.
Successfully completed the Know Your Customer (KYC) verification process.
Placed their first order on the platform.
Received the ordered products as per the delivery schedule.

Activation Metrics

Hypothesis 1: First Purchase Within 7 Days

Reasoning: We're looking at how quickly a new user purchases after completing KYC. If they're quick to buy, we know we've got the products they want and we're making a great first impression.

Hypothesis 2: KYC Completion Rate

Hypothesis: Since Wholetailer grants access to view or buy products only after KYC verification, KYC completion rate is important. A higher rate would show a smooth and user-friendly verification process.

Hypothesis 3: Number of Unique Product Views Per User

Reasoning: The number of products a retailer views after KYC completion reflects the platform's ability to showcase relevant products to its users. It directly indicates user engagement and can be connected with future purchasing behavior on Wholetailer.