Scrum Bangalore 17th Meetup - June 11, 2016 - Coffee Mug Paradigm - Nitish Gulati - at Prowareness
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Transcript of Scrum Bangalore 17th Meetup - June 11, 2016 - Coffee Mug Paradigm - Nitish Gulati - at Prowareness
Lean Product Marketing - Case Study
The Coffee Mug Paradigm
By,Nitish Gulati,Product Owner,Cybrilla Technologies & Blogger www.nitishgulati.com
What is the case study?❖ Sector - Food Tech.❖ Companies - TinyOwl, DineOut, Swiggy.❖ Key Factor - Coffee Mug - Start ups going nuts over it!❖ Focus - Relentless focus on distribution of free coffee
mugs to attract customers to stalls.
Situation Analysis❖ Model - Offline Marketing through stalls at various
locations.❖ Peak Time to engage with consumers -
❖ 9.30 - 11.30 AM (Breakfast)❖ 12.30 - 3.00 PM (Lunch)❖ 5.00 - 6.30 PM (Snacks)
❖ Total time for engagement - 420 mins per day❖ Locations – Waverock SEZ, Hyderabad
Testing the Data Waters
Brands Dineout Swiggy TinyOwlFactors
Staff at the stall 3-5 5-7 3-5Stall Positions
(Single Location) 2 2 1
Number of Days 2 2 1
Cashback Rs 100 NA 100% up to Rs 150
Mugs Handed Out 420 168 NA
Stall Decoration Simple Grand ModerateOrders Achieved NA 84 NA
Engagement Time
420 mins per day
420 mins per day
300 mins per day
A bird’s eye view of the defined metrics
It’s somewhat measurable, but is it working?❖ Not really lean!
❖ Where are the Key performance indicators (KPI’s)?
❖ If KPI’s exist, which facets of a coordinated marketing campaign are having a positive impact on them?
❖ Let’s introduce something called - Lean Product Marketing
Lean Product Marketing - What is it?
❖ Validating learning and being able to judge the needs of early customers.
❖ Identifying the minimum viable product (MVP) and being agile around it with respect to marketing.
❖ Value, experimentation over planning.❖ Testing and metrics are vital to the growth
Applying Lean Marketing - Let’s deep dive
Brands Dineout Swiggy TinyOwl
Business CaseInstall Enter codeCredit of Rs 100Get mug
InstallMin order of Rs 50Get mug
*100% cash back up to Rs 150*Play dart game - 5 chances. Up to Rs 300 back. Get mug
Observations*Network Issues*Time to register pre download
*Network Issues*Time to place order*Less numbers due to costs involved
*Network Issues*Time to play game*Breakfast time not included (Lost 120 mins)
Assumptions
Approx. 2 mins time for installation, code redemption and registration
Approx. 4-5 mins for installation, placing order and collecting mug
Approx. 3 mins for playing game, code redemption and registration
Applying Lean Marketing - Let’s deep dive (cont.)
Brands Dineout Swiggy TinyOwlTangible Factors
Staff at stall ₹7500 ₹10000 ₹7500Rent ₹28000 ₹28000 ₹14000
Cashback ₹42000 NA ₹ 40000 (30 + 10)
Mugs ₹21000 ₹8400 ₹5000Stall decoration ₹5000 ₹10000 ₹5000Orders Achieved NA ₹8400 NA
Total ₹61500 ₹48000 ₹78500Non tangible factors
Stall Attraction Simple Grand ModerateCustomer profitabilty Grand Moderate Simple
❖ All values in Indian Rupees (INR)
❖ What could the 3 start ups have done differently post this analysis?
❖ Plan for a Sustainable pace.❖ Removing Impediments (TinyOwl)❖ Just In Time Reviews (DineOut)
Applying Lean Product Marketing
❖ Lean Marketing Factors used - ❖ Experimentation | Customer feedback |
Metrics
The Coffee Mug Judgement
Paradigm Winner Runner UpConsumer is the King DineOut TinyOwl
WOW Factor TinyOwl SwiggyBalanced Market Strategy
(ROI + Customer Acquisition + Customer
Retention)Swiggy NA
Conclusion❖ Lean product marketing is a cycle – Not a big
bang approach.❖ Have something akin to a MVP ❖ Measurements, like burn down charts, are
important ❖ Retrospect helps in maintaining the vision of
the brand❖ Focus on building experience with consumers
Connect With Me
/in/nitishgulati
@GulatiNitish
www.nitishgulati.com