Steps 1 to 3 - Introduction

Step 1

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I picked Swiggy.

Reason: This particular product has a wide range of use-cases and appeals to a diverse audience, increasing the potential for partnerships and opportunities.

It doesn't actually matter if it's Swiggy or Zomato, I am completely product agnostic. However, let's consider Swiggy for now.

Step 2

User flow (The What):

1. User is searching / exploring:

User is paying:

The user flow is fairly simple and smooth. The issue lies elsewhere and is unrelated to the feature or user interaction.

Issue (The why):

Restaurants are choosing to de-list themselves from Swiggy because they do not have an issue with customer discovery, and the offers provided by Swiggy reduce their profits.

Step 3

This may seem a bit unusual. Why consider a partnership when customers haven't requested it and there is no intention to drive power usage? So, what is the purpose of this exactly?

To target a specific group of users who have low to no awareness of Swiggy but have a higher level of affordability than your typical ICP.

Explanation:

To address the Demand Gap that Swiggy is facing, Swiggy can explore entering an untapped tourist market through partnerships.

While foreigners visiting India do receive good food recommendations through blog posts or other formats on their travel apps, there are no dedicated features developed solely for this purpose.

Step 4 - Identifying the right partner

👉🏼 Main ICPs:

ICP 1: Any age, any gender Foreign residents visiting India Loves exploring Values experience (Experience over money)

ICP 2: Any age, any gender Foreign residents visiting India Wants home food Values certainty while travelling (Certainty over money)

ICP 3: Any age, female Foreign residents visiting India Wants to enjoy party culture but is unsure of safety / quality recommendation Values Safety while travelling (Safety over money)

👉🏼 Brand Values:

1. Customer-Centricity
2. Innovation
3. Quality
4. Speed
5. Variety
6. Trust

👉🏼 Current Market: Consists of Indians who would like to eat-in or eat-out occasionally. Geographical reach is mainly in Tier 1 and 2 cities. Industry type: Online food delivery

👉🏼 List of Potential Partners:

1. Airbnb
2. MakeMyTrip
3. Booking.com

💡Ideal Partner Profile / Partner Fitment Test (Scoring: Yes - 1; Maybe - 0.5; No - 0)

Although all of these options have the same ranking, the Distribution Potential of Booking.com is significantly higher in the countries where the 6 million tourists who visit India come from.

Therefore, we will choose Booking.com.

Step 5 - Outreach strategy

👉🏼 Potential POCs:

1. Head of Growth - Sr. Growth Manager
2. Head of Product - Sr. Product Manager
3. Product head / Growth Head of Partnership

Although the Head of Growth may have the ability to align more stakeholders and hold higher authority, they would be too occupied to successfully execute this partnership.

On the other hand, the partnership team will prioritize this as their main focus.

📝 First Outreach:

Hello [Contact's Name],

I hope this message finds you well. My name is [My Name], and I serve as a Product Manager at Swiggy, where we're passionate about enhancing dining experiences for both locals and travellers in India.

I'm reaching out to you today with an exciting proposition. We've been admirers of Booking.com's commitment to delivering exceptional travel experiences to users around the world. Given my platform's strong presence among international travelers, we see a wonderful opportunity for collaboration.

Why Partner with Swiggy Dineout? Swiggy Dineout is a specialized offering within Swiggy that connects travelers to India's vibrant culinary scene. Our platform curates authentic dining experiences, helping foreigners discover and relish the rich tapestry of Indian cuisine. We're dedicated to ensuring that travelers have access to the best dining options, whether they're seeking local street food or fine dining experiences.

Goal Alignment: Our vision aligns with Booking.com's mission to make it easier for people to experience the world. By integrating Swiggy Dineout into the Booking.com app, we can enrich travelers' journeys with mouthwatering culinary adventures. It's a seamless synergy that enhances the overall travel experience.

What We Propose: I'd love to discuss the possibility of a strategic partnership that would enable Booking.com users to explore Swiggy Dineout's recommendations and offers directly through your app. Together, we can offer travelers an authentic taste of India while they plan and enjoy their stay.

Next Steps: If this idea resonates with you and your team, I'd be thrilled to set up a brief call or meeting to delve deeper into the possibilities, understand your requirements, and explore how we can make this partnership a delectable reality. Please let me know your availability, and we can schedule a convenient time to connect.

Thank you for considering this exciting collaboration. We look forward to the prospect of working together to create unforgettable culinary adventures for travelers visiting India.

Warm regards,

Product Manager, Swiggy Dineout [My Contact Information]

🚨 Uh oh! Imagine you haven’t received a response for any of your outreaches. Your filled out their partner form, tried contacting them on LinkedIn, found a POC from the company but to no avail.

Following Up strategy:

Based on Motivations:

POC who values practicality in their FES, follow up with:

• Providing Value / data
• Addressing Concerns
• Sharing Success Stories

POC who values understanding and commitment, follow up with:

• Expressing Enthusiasm
• Showing Understanding
• Sharing a Vision:

POC who values trust, follow up with:

• Leveraging Mutual Connections
• Engaging on Social Media
• Attending Industry Events

Based on Channels:

Channel 1: Email

Initial Email:

• Subject Line: Re: Exploring a Delicious Partnership Opportunity with Swiggy Dineout 🍽️
• Message Content:
• • Starting with a polite reminder of my previous email and express continued interest in exploring a partnership.
  • Reiterating the value of the partnership for their platform and users.
  • Mentioning any specific points from my previous email that highlight the alignment of goals and benefits.
  • Sharing a brief success story or case study to demonstrate the potential impact.
  • Providing a clear and compelling call-to-action (CTA), such as scheduling a call or meeting.
• Closing: Express enthusiasm and include my contact information.
  

Follow-Up Email (1-2 weeks later):

• Subject Line: Following Up: Exciting Partnership Opportunity with Swiggy Dineout 🍽️
• Message Content:
• • Mention that you're following up to ensure they received my previous message and to gauge their interest.
  • Reiterate key benefits and value propositions.
  • Offer to address any questions or concerns they may have.
  • Suggest a specific date and time for a call or meeting.
• Closing: Express eagerness to connect and collaborate.
  

Channel 2: LinkedIn

LinkedIn Message (1-2 weeks after initial email):

• Subject Line: Re: Exploring a Partnership Opportunity
• Message Content:
• • Sending a personalized LinkedIn connection request.
  • In the message, refer to my previous email and express my interest in discussing the potential partnership.
  • Briefly mention the value and benefits.
  • Offer to connect on LinkedIn for further discussions.
• Closing: Mentioning my email address for ease of contact.

Channel 3: Cold Call

Cold Call (1-2 weeks after initial email):

• Prepare a script that includes:
• • A brief introduction and mention of my role at Swiggy Dineout.
  • Reference to my previous outreach via email and LinkedIn.
  • A concise pitch highlighting the partnership's value.
  • A clear CTA to schedule a call or meeting.
• When making the call:
• • Asking if it's a convenient moment to talk.
  • Being prepared to address questions or objections.
  • Offering flexibility in scheduling the next steps.

Channel 4: Follow-up Email (2-3 weeks after LinkedIn message or cold call):

• Subject Line: Following Up: Let's Discuss Our Partnership Potential 🍽️
• Message Content:
• • Mentioning my previous outreach attempts (email, LinkedIn, and phone call) to emphasise my interest.
  • Reiterating the partnership's value.
  • Providing specific dates and times for a call or meeting.
  • Offering to provide additional information or address any concerns.
• Closing: Expressing my commitment to exploring the partnership.

Adjusting my approach based on the responses I receive.

Step 6 - First Call Design

Before the call

👉🏼 Booking.com's key goals include:

1. Connecting travelers with diverse accommodations.
2. Enhancing user experience.
3. Global expansion.
4. Building strong partner relationships.
5. Driving innovation.
6. Promoting sustainability.
7. Ensuring customer satisfaction.
8. Fostering diversity and inclusion.
   

👉🏼 Goal Alignment:

Swiggy Dineout and Booking.com share common objectives such as:

-enhancing user experiences -promoting diversity -ensuring customer satisfaction

Global Expansion: Booking.com's global reach aligns with Swiggy Dineout's mission to serve travelers visiting India. Together, we can introduce travelers to India's culinary diversity and elevate their travel experiences.

Innovation and Sustainability: Both platforms prioritize innovation and sustainability.

Competitive Analysis Template (Product Agnostic Partnership, need internal metrics)

👉🏼 Value Proposition:

Swiggy Dineout + Booking.com: Elevating Travel Experiences

1. One-Stop Travel Solution: We offer Booking.com users access to an extensive network of authentic dining experiences in India. From street food to fine dining, travelers can discover and book diverse culinary adventures seamlessly through Booking.com.
2. Enhanced User Engagement: By integrating Swiggy Dineout, we keep travelers engaged and excited throughout their journey. From booking accommodations to exploring local cuisine, we offer a holistic travel experience that keeps users on Booking.com's platform.
3. Increased Revenue Potential: Our partnership enhances user satisfaction and encourages longer stays. This can translate to increased bookings for accommodations, more dining reservations, and higher user retention—a win-win for both platforms. </aside>

[Me]: Hey [POC's Name], hope you're well. Thanks for making time for this call. We're excited about the potential of this partnership.

[POC]: Hi, glad to connect. What would you like to discuss on this call?

[Me]: I wanted to dive a bit deeper into how our partnership can benefit our mutual customers—the travellers.

[POC]: Absolutely, that's the core of it. Tell me more.

[Me]: Well, with Swiggy Dineout on board, Booking.com users get a one-stop solution for their travel needs. They can not only book accommodations but also explore and book authentic dining experiences across India. It's about giving travelers a more immersive journey.

[POC]: Sounds great. So, how do you see this impacting user engagement?

[Me]: Good question. By offering a seamless dining experience within Booking.com, we keep users engaged. They can plan their stay, explore local food scenes, and book right from the same platform. It's all about enhancing the user journey and making it more enjoyable.

[POC]: Got it. So, what are we looking at in terms of deliverables?

[Me]: Initially, we have sent the contract terms. Moving forward we'd work on the technical integration to ensure a smooth user experience. We'll also collaborate on marketing efforts to introduce this exciting feature to Booking.com users. And, of course, we're open to exploring any other opportunities that align with our goals.

[POC]: That sounds reasonable. Let's work together to make this seamless for our customers.

[Me]: Absolutely, I appreciate your openness to this. Lastly, any thoughts on go-to-market opportunities that we could explore?

[POC]: We could possibly leverage our existing user base to introduce the new dining feature. Let's dive deeper into this in our next discussion after we evaluate the partnership contract.

[Me]: Sounds like a plan. Looking forward to that. Thanks for your time today.

[POC]: You're welcome. Let's make this partnership a success. Have a great day!

Fin.

Subject: Summary of Our Partnership Discussion

Hi [POC's Name],

I hope this email finds you well. I wanted to provide you with a brief summary of our recent call to ensure we're aligned on our partnership goals and next steps:

Key Points Discussed:

1. Benefiting Travelers: We explored how our partnership can enhance the travel experience for Booking.com users. Swiggy Dineout's integration will offer them easy access to authentic dining experiences across India, creating a more immersive journey.
2. User Engagement: We discussed the potential impact on user engagement. By integrating dining options into Booking.com, we aim to keep users engaged and encourage longer stays on the platform.
3. Deliverables: We touched on the initial steps, including technical integration and collaborative marketing efforts to introduce the feature. We also agreed to remain open to exploring additional opportunities that align with our goals.
4. Go-to-Market (GTM): While we didn't dive deep into GTM strategies, we agreed that leveraging our existing user base to introduce the dining feature could be a promising avenue. We plan to explore this further in our next discussion.

Next Steps:

Our next steps include diving into the technical integration details, finalizing marketing strategies, and exploring GTM opportunities. I believe our collaboration holds great potential, and I look forward to working together to make it a success.

If you have any additional thoughts or questions, please feel free to share them. Thank you for your time and partnership.

Warm regards,

[My Name] [My Designation]

Step 7 - Company buy-in and alignment

👉🏼 Stakeholder Team Concerns:

1. Alignment with Business GoalsAddress: Clearly articulate how the partnership supports Swiggy's strategic goals, such as expanding its user base, increasing revenue streams, or enhancing the user experience.
2. Legal and ComplianceAddress: Collaborate closely with legal and compliance teams to ensure that all agreements and integrations adhere to the necessary regulations.

👉🏼 Product Team Concerns:

1. User ExperienceAddress: Conduct user testing, gather feedback, and iterate on the product to enhance usability and satisfaction. Collaborate closely with the design team for a user-friendly interface.
2. Technical IntegrationAddress: Work closely with the technical team to create a robust and reliable integration plan. Conduct thorough testing and quality assurance to identify and address any technical issues.

👉🏼 Marketing Team Concerns:

1. User AdoptionAddress: Develop a comprehensive marketing strategy to promote the integrated service to Booking.com users. Consider incentives, promotions, and user education to encourage adoption.
2. Brand MessagingAddress: Collaborate with the marketing team to craft messaging that communicates the benefits of the integration while staying true to Swiggy's brand values.

👉🏼 Sales Team Concerns:

1. Revenue ImpactAddress: Provide sales teams with data and insights on how the partnership can drive revenue through increased user engagement, retention, and conversions.
2. Customer SupportAddress: Conduct training sessions for the sales team to equip them with the knowledge and tools to address customer queries effectively.

</aside>

Stakeholder Pitch Link

Step 8 - Building Trust

Clear Communication: Regular updates, progress reports, and addressing concerns promptly build trust.

Shared Goals: When both partners see mutual benefits, trust naturally develops.

Deliver on Promises: Consistently deliver on commitments and promises made.

Responsiveness: Quick responses demonstrate dedication to the partnership's success.

Transparency in Metrics: Share performance metrics and key data related to the partnership.

Data Sharing: Sharing insights allows both parties to make informed decisions and understand the partnership's progress.

Regular Updates: Provide regular updates on the status of ongoing projects, milestones achieved, and any challenges faced.

Documentation: Maintain well-documented records of agreements, discussions, and action items. Clear documentation reduces misunderstandings and enhances transparency.

Feedback Loops: Establish feedback mechanisms where both parties can provide input, raise concerns, and suggest improvements.

Audit and Reporting: Periodically review and report on the partnership's performance.

Regular Meetings: These meetings provide a platform for discussions and brainstorming.

Collaborative Planning: Involve your partner in the planning process.

Training and Resources: Provide training and resources to your partner's team, helping them become more proficient in using your services or solutions.

Recognition: Recognize and celebrate achievements, whether big or small.

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