LBB carved a niche for itself as a place to find the newest and hottest things happening in your city. With the introduction of localised Facebook pages (each page catering to one city), LBB’s popularity only increased.
Tertiary/ Secondary content: No such content on the Facebook page. It is mainly used to drive traffic to the website.
Things to do/ see/ eat in Bangalore
Contests to win tickets to events
Offline events: Mostly collaborations with sponsors, could be –
New locations of existing businesses
Events to sell their products
LBB has 160 active ads in India with the CTA ‘Install Now’ or ‘Shop Now’ (on their website) or ‘Read Now’. The ads can be broken down in three categories.
Objective – Download the app.
Target – New customers who enjoy travelling or eating out
Ad Copy – “Foodies, We found the BEST places for eating out or ordering in!” or “Want To Get Out Of Town? Check out cool vacay spots on the LBB App 🌴”
Objective – Drive Sales.
Target – New and Existing customers.
Ad Copy – “Workwear Clearance sale, 24 hours only.”
Objective – Drive traffic to website.
Target – New and Existing customers.
Ad Copy – Has the title and featured snippet of a blog post.
CureFit aims to be a one-stop fitness ecosystem by bringing together all aspects of a healthy lifestyle on one platform. They have 4 major components – cult.fit (group workout sessions), mind.fit (meditation and yoga classes), eat.fit (healthy meal services) and care.fit (medical consultation).
https://growthspartan.com/wp-content/uploads/2019/04/cult_hero_image.png512512Vijayalakshmi Vedanthamhttps://growthspartan.com/wp-content/uploads/2018/08/helmet-300x300.pngVijayalakshmi Vedantham2019-06-01 09:54:252019-06-02 10:02:58The CureFit Story: Making Fitness Fun
https://growthspartan.com/wp-content/uploads/2019/04/urban-ladder-marketing-break-down.png512512Vikramhttps://growthspartan.com/wp-content/uploads/2018/08/helmet-300x300.pngVikram2019-05-16 19:35:052019-06-17 12:24:23Urban Ladder Marketing Breakdown : The Growth Story Behind 202% Jump In Revenues
Digital Vidya is Asia’s leading Digital Marketing & Data Science training company and the first to launch Social Media Marketing Workshop Series in India. It has its head office in New Delhi but offers training services globally.
Digital Vidya has trained over 35000+ professionals (including CXOs) from 15000+ brands since 2009. Some of the leading brands like Google, eBay, Reliance, MakeMyTrip, Nokia, Reliance, SAP, Star, TV, Cisco, Citibank, Intel, Toyota, ITC, CNBC, Madison, and CII have participated in 3000+ Digital marketing and Data Science training.
Since 2009, over 35,000+ professionals (including CXOs) from 15,000+ brands such as Nokia, Google, eBay, Reliance, Star TV, Cisco, MakeMyTrip, Naukri, SAP, Citibank, Toyota, Intel, ITC, CNBC, Madison and CII have participated in more than 3,000+ Digital Marketing & Data Science trainings by Digital Vidya across Asia.
Brand: Digital Vidya
Digital Vidya is a pioneer institute that offers Digital marketing and Data Science training. It offers the Certified Digital Marketing Master (CDMM) course, which is a government certified course.
Founders: Pradeep Chopra & Kapil Nakra
One-liner: Quote from one of the founders:
There’s an ever-growing demand of skilled digital marketing professionals. While a lot of academic institutions including IIMs have added digital marketing in their curriculum or even started to offer standalone programs, they have not been able to do justice to this demand
—Pradeep Chopra, Co-Founder, and CEO of DigitalVidya.com
Why The Name Digital Vidya?
Since Digital Vidya’s main motive is to impart knowledge on Digital Marketing & Data Science, they thought of naming it as “Digital Vidya”. Vidya is Hindi means knowledge and so it complemented the vision perfectly.
What Do They Do?
Digital Vidya is Asia’s leading Digital Marketing & Data Science training company and the first to launch Social Media Marketing workshop series in India
They offer customized Digital Marketing & Analytics Training Programs for corporations to scale up their businesses.
They are Google & Microsoft India’s official training partner to train their agencies & partners respectively.
Pradeep Chopra and Kapil Nakra graduated in BTech from IIT Delhi (1995-1999). Chopra worked in TCS for a year while Nakra worked with Kizna a Japanese startup before the entrepreneur bug bit the duo. In 2000 they started Whizlabs Software. Whizlabs proved to be the foundation for their foray into the internet market.
This is where they learned Digital Skills. They were forced to sell their products online recalls Chopra. Since no one was buying their e-learning programme for Jaba certification, they posted it online.
It was picked up by various discussion forums and the product started selling. Whizlabs was so successful that they could sign top clients like Cisco without even meeting them. In 2004 Whizlabs was given the ‘Most Innovative IT company’ award by NASSCOM. The successful use of online marketing for Whizlabs convinced the two that this is the future and they decided to specialize in it.
Till 2009 they were informally supporting other professionals and entrepreneurs in learning Digital Marketing by sharing their experience with them. That time a friend suggested that they should consider imparting training formally as that was the need of the hour.
That gave birth to Digital Vidya. Digital Vidya was set up in November 2009 with an initial investment of `5 lakh. At that time it was a completely new field with no formal education available.
The idea to The First Set of Customers
Extensively used SEO to rank on the Google SERP and attract prospects to their program. Conducted free online webinar to convert the prospects to clients. Initially, they started with conducting a two days social media workshop. They called it the social media boot camp and started with only two cities i.e Delhi and Mumbai for the first two years. And gradually expanded to other metro cities like Bangalore and Chennai.
In the year 2011, they also conducted Bootcamp in Singapore.
The biggest challenge the company faces is to convince people to learn Digital marketing as most of the people feel that the all the digital marketing knowledge is freely available on the web and its very easy to learn Digital marketing in a short span.
Demand Validation To Growth
From 2013 they decided to offer a full stack Digital Marketing training program using online platform. This led to the birth of their flagship CDMM program (Certified Digital Marketing Mastery) which is an instructor-led online course.
They started offering training services across three verticals
Public training (Workshops & Online Courses)
Corporate Workshops(Customised to organizational needs)
Institution Workshops (1 day to 1-year programs)
With a view to impart and disseminate information and knowledge on Digital Marketing and the concepts revolving around it, Digital Vidya has been actively associated with NASSCOM and 10000 Startups so as to render the information pertaining to different domains of Digital Marketing, thus equipping the startups with the knowledge of the same.
Digital Vidya has previously mentored several startups. Pradeep Chopra was a guest speaker at an event hosted by Nascom office in Delhi in 2015. He spoke on “Digital Marketing & How to Pitch an Idea to an investor”.
Growth to Expansion
In 2017 they ventured into Data Science & Analytics and launched the Data Analytics certification program. Today Digital Vidya has trained over 35000 professionals through 3000+ trainings across 55+ countries in 9 years.
Their blog gets more than 250000 visitors per month. They are the official training partners for Google and Microsoft.
Marketing Summary (Today)
The Digital Vidya website gets around 5,00,000 visitors out of which 2,50,000 visitors are first-time visitors. Around 58% of the traffic is from India followed by the USA which constitutes 10% of traffic.
Around 70% of the traffic is from Organic search which is because of the SEO tactics that they focus on. Since Digital Vidya has established its brand name so 22% of its traffic is Direct.
The traffic from Emails, Referrals, Social and Paid ads is around 1% to 2%. 56% of the social traffic is mainly from Quora followed by 20%traffic from Youtube and 10% from Facebook. Traffic source images
Email: Once a prospect attends the webinar, The Digital Vidya team follows up with them through emails. They share the syllabus and course fees.
Bottom Of The Funnel
Sales Call: After a few emails the sales team calls the prospects to understand whether they want to join the course
Digital Vidya plans to start Job oriented courses in the next two years.
They plan to increase their market share by 200%. The COO of Facebook, Sheryl Sandberg has personally endorsed their work on her FB page for helping small scale businesses to go digital. Digital Vidya would like to further strengthen its position in India and also expand to newer geographies. They would also like to tap newer audience in India itself.
Challenges faced by the Digital Marketing Industry according to the founders
Finding Right Talent: Finding an appropriate talent in the digital marketing industry is very challenging as there is a huge gap between the demand and supply of skilled digital marketing professionals.
Most Dynamic Industry: As Digital marketing is one of the most fasting changing fields it is difficult for traditional companies to experiment with it for getting success in Digital Marketing.
Working with Agency: Organisations are still not mature in working with agencies and lack sufficient understanding of what to expect from agencies. There is a low entry barrier in forming an agency. Working with agencies as a vendor (vs partner) is another reason for significantly higher failure rates.
Measuring ROI: It is difficult to measure the ROI of digital marketing for a large number of organizations. Measuring ROI is the key advantage of digital marketing still it is a feature that is less unused.
Digital marketing is a volatile and constantly evolving field so it is difficult to predict for a long time.
Predictions don’t really give value when you talk about Digital Marketing. The best way to understand the future is to follow the trends and keep monitoring the markets and customer behavior.
The more you personalize your Digital marketing efforts, the more edge you will get in promoting your product or service.
Regardless of the Digital marketing channel you use, the tactics will go a long way.
The best way to get ahead in Digital marketing is to keep yourself updated with the latest trends, find out what’s working best for your website and implement it. Keep learning from top blogs or take Digital marketing courses if possible. Get help from mentors so that you can avoid making some big blogging mistakes.
Learning Digital Marketing is for anyone with good analytics & language skills. This is a dynamic field but anyone can enter it. That’s because it is a very logical science.
If there’s one thing that can bring massive success to your business, it would be mostly SEO as the visitors who come from search engines convert really high.
Top Growth Hacks
Digital Vidya focusses greatly on SEO to get traffic to their website.70% of their traffic comes from search. They post quality content on their blog regularly. They post around 3 to 5 blog posts a day.
Right from the inception, Digital Vidya has been using Webinars to convert their prospects to customers. That’s have been a key to their success.
Online Marketing Helpline
In 2016 Digital Vidya launched Ask Digital Vidya – an online digital marketing helpline. Ask Digital Vidya is a community of digital marketing enthusiasts and experts, who are committed to contributing to each other’s growth by asking questions and providing answers across various aspects of digital marketing such as SEO, SEM, Social Media, Content Marketing, Growth Hacking, Mobile Marketing and Web Analytics.
Ola cabs need no introduction. It is a household name to almost everyone in India. Ola cabs service is an Indian online transportation network company which was developed by ANI Technologies Pvt. Ltd. It was founded by Bhavish Aggarwal on 3rd December 2010. It is headquartered at Bangalore. Approximately 6000 people are working in Ola.
Ola is now present in 110+ city. It has 9,00000 vehicles for millions of customers every day. Approximately 10,00000 drivers are associated as partners.
Ola cabs service serves different sets of customers- intercity customers, long route outstation passengers, Shuttle service and shared services. It has both economic and luxury travel. Ola Cabs has positioned itself as a company that makes mobility convenient, affordable and safe.
The latest round of funding of ola was in March 2019. So far they have raised $3.8 billion in total. Ola cabs have a revenue of 758 crore INR (FY2016).
One-liner: “With Olacabs, we’re trying to bring quality and predictability to car rental services online.” – Bhavish Aggarwal, CEO & Co-founder, Olacabs
Industry: Transportation & Food delivery (On 29th December 2017, food panda’s business in India has been acquired by Ola Cabs)
“At Olacabs, the goal is to bring convenience, price transparency, and standardization to consumers booking car rentals and cab services. We offer instant confirmation for car rental bookings, either online or over the phone”- Bhavish Aggarwal, CEO & Co-founder, Olacabs
Ola cabs service didn’t actually start off as ola cabs but were a pivot from a package weekend trip company called as Ola trips. In this Bhavish designed travel packages for the Commonwealth visitors in Delhi. But soon he shifted his focus to transportation as he noticed the gap. Thus, ola cabs were born.
Ola’s first office was started in a 1BHK flat in Mumbai.
The Ola’s Story:
The idea of Ola cabs came to Bhavish when he was stranded on the way to his from Bangalore to Bandipur. The cab driver stopped his car and demanded more money than what Bhavish was paying. On not agreeing to what the cab driver demanded, he was abandoned by the roadside.
This experience made him understand what an extraordinary cab booking service can do in India. Initially, he started off with Ola trips but soon changed his business model from a tour planning company to a taxi hailing firm. Thus along with Ankit Bhati, Bhavish started Ola cabs in December 2010.
This cab aggregator company bridges the gap between the cab owners and the commuters by adding more technology into it to make life easy and comfortable. When Ola started, they had a call center which used to take bookings from customers. This was pretty similar to other cab services in India.
But within a year they pivoted into an app-based cab aggregation service. This is what differentiated them from other local cab services.
The Business Model Of Ola
Source: Future Work Technologies
Ola has two apps. One is used by the customers while co-ordinating trips at Ola and the other one is used by the request completing the taxi/cab driver called user application.
Other Revenue Lines of Ola
• Fleet Management via TeleSales
• Trip-Based Commissions
• Ola money in the wallet
• Food panda (Food Delivery)
• Corporate Tie-Ups / Event Tie-Ups
• In-Cab Advertisements
• Peak Time Charges
Word of mouth has been one of the effective tactics for Ola to get their initial customers & drivers. According to Piyush Nawalgaria, the roads of Kolkata was ruled by the yellow taxis. Be it price or the condition of the taxi it was not up to the mark. Meru cabs were launched in early 2010, but due to its overpriced rides, it did not do well in getting customers.
There was a gap which OLA captured although Uber was in full swing. Even though the rides were priced high than a yellow taxi but the best part was, you can book a cab from anywhere you liked and they would come to your doorsteps. Also, it offered new users 150 INR free ride. People wanted a quick way to reach to their destination and OLA was the perfect solution to it even if they had multiple options.
5. User-Generated Content: Users were allowed to comment and review on the services of Ola. This was displayed in the Ola website.
6. Ola Received the Best Startup of the year at the IAMAI Digital awards in 2013
7. Jobs Posted in Various Job Portal: OLA started posting jobs from 2011 in Linkedin, Naukri, Glassdoor, Indeed jobs, monster, wisdom jobs, and monster. OLA has a rating of 3.5 stars as on April 2019. OLA cabs, as a company was first rated and reviewed in glassdoor in 2012 just a few months of its launch.
Posting relevant jobs in different job portal sites is a way of letting people know that you exist.
8. Coupon & Deals Websites: OLA registered themselves in various coupon websites (cash Karo, 27 coupons.com, Indianshoppers.in, mydala.com) offering discount codes to their customers. This was an excellent way of letting the target audience know about their existence.
Blogging: They blogged approximately twice a month. Most of the blog post was about comparing themselves with other competitors and how customers can benefit from the advanced features of Ola.
Quora: OLA received backlinks from Quora, a platform in which anyone can ask a question and can get an answer to it.
PR: Ola got featured in many reputed websites and magazines. This had helped them to get solid backlinks in their initial days
10.Distribution of pamphlets with the newspaper: Ola printed about its offer in pamphlets and distributed it along with the newspaper.
Marketing Summary Today
Top Of The Funnel
I. SEO: 50. 02% traffic from search (97.59% organic, 2.41% paid)
Secondary Content: Most of the secondary blog posts are regarding trip insurance that can be booked. It features an introduction to customer trip insurance, how to claim the insurance and benefits of the insurance.
Tertiary Content: The blog posts under this category are short with complete information. They are usually 100+ words post.
Ola runs Google ads, but they get maximum traffic from organic search with only 2.41 % of traffic from paid keywords.
They have got twenty-four PAID keywords. The top five paid keywords are :
Allahabad to Varanasi.
Pune to Aurangabad.
Ola cab offers Jaipur.
Ola coupons today.
Pune magical cab service.
Middle Of The Funnel
After you sign up into ola cabs (website/app), they send emails about discount offers, contest, dine out vouchers, meet your favorite star with an Ola ride contest.
Ola is very active on Facebook and Twitter where they keep posting engaging posts and contents. Below are the examples of two such engaging post from their facebook page.
Bottom Of The Funnel
You are taken to the landing page with full details about the discount, contest, blog post after you open the newsletter in the email.
Top Growth Hacks That Have Stood Out For Them
I. Innovation In Technology: Ola cabs captured the market, where people were worried about getting a safe ride in a cab or auto by providing a hassle-free ride. It’s interesting to know, Meru cabs was launched in early 2010 but due to its overpriced rides, it was not doing well to get customers.
Ola was smart enough to capture this gap. Even though the rides were slightly priced high than the taxi but the best part was, you had the facility to make an online booking of a cab.
IV. Ola acquired taxiforsure: In 2015, taxiforsure was acquired by OLA, this helped the OLA users to get taxiforsure cabs as well.
V. Ola acquired Geotagg: – an intelligence transport based company. It has developed many products for Advanced Passenger Information Systems which was deployed in the Web and Mobile platforms. Geotagg takes care of all the technical platforms and GPS related work for OLA. So if you are happy using Ola for easy booking of cabs, then thank OLA for acquiring Geotagg.
VI. Ola acquired Ridlr: In 2018 OLA acquired Ridlr, which is a traffic alert app which provides live traffic information to the Ola users.
VII. Redesigning of Ola partner site: OLA cabs has approximately 10,00000 drivers working with them. They keep adding new drivers to meet the ever-increasing demand for cab service. The old OLA partner site gave the drivers basic information about OLA and asked them to leave their contact numbers.
The site has been redesigned where you have the option to select your preferred language, gives the drivers complete information with a clearly readable faq section, showcase options to choose by which they can earn money from OLA, shares inspiring stories of existing drivers which gives the new partners more assurance.
Ola old & new partner site
VII. Free rides & discount coupons: OLA is now a household name when it comes to booking a cab. The best part about them is, first they provide you a free ride (which I am sure you will love and think of OLA again when you book your next cab again), then they provide you with discount coupons which can be used in your next rides
XI. Cashless rides: Launched OLA money in 2015 which allowed to recharge your OLA app. With this feature, you need not carry cash while you ride. The ride fare gets deducted from the app automatically after the end of the ride.
XI. Ola partnered: With Skill development and Entrepreneurship department of Maharastra to create ten thousand job opportunities in the state. OLA also partnered with the Haryana government to create thirty-five thousand job opportunity.
XII. Ride now, pay later with Ola credits: OLA came up with the option of ola credit where you can ride now pay later. This option of payment came as a great relief for regular riders.
XIII. In 2017 Bollywood actress Vidya Balan met few women OLA cab and auto drivers. She spoke with them, encouraged them and motivated them to keep the good work going.
How Ola gets drivers on board.
XIV. In 2016, OLA introduced OLA share pass. Daily riders will benefit out of this, where they can share the fare of the ride. The best part of OLA share pass is you get to know the names of the people sharing the ride with you even before you board the cab.
Being a woman I always prefer traveling with other females. Keeping safety in mind, I might cancel my OLA share cab if I see only men in the cab.
XV. Brilliant Campaign: OLA gained 8,30000 new followers with a #PeekeMatChala campaign on Twitter.
On 2016 Christmas night there was a series of “drunk” tweet from Ola account. The aim of the campaign was to make people understand that if drunk tweeting is harmful then image what drunk driving could do. This campaign was launched to discourage people not to drink and drive. With this tweet, Ola got 830000 followers. It was one of the most successful campaigns of Ola.
XVI. Ola Cabs Expansion:
Ola acquired Foodpanda: “Foodpanda has come to be a very efficient and profit-focused business over the last couple of years. Our commitment to investing $200 million in Foodpanda India will help the business be focused on growth by creating value for customers and partners.
With Delivery Hero’s global leadership and Ola’s platform capabilities with unique local insights, this partnership is born out of strength,” said Bhavish Aggarwal, CEO of Ola in a statement.
Ola entered the UK market in Sep 2018. Currently, it has a license for South Wales and Greater Manchester. Bhavish Aggarwal, Co-Founder & CEO of Ola, commented: “Ola is excited to announce its plans for the UK, one of the world’s most evolved transportation markets. The UK is a fantastic place to do business and we look forward to providing a responsible, compelling, new service that can help the country meet its ever demanding mobility needs. We look forward to our continued engagement with policymakers and regulators as we expand across the country and build a company embedded in the UK.”
UK’s cab market is crowded with apps like Uber, myTaxi, BlaBlaCar, etc. Will Ola get success in Uk? Pranjal Sharma, author of Kranti Nation: India and The Fourth Industrial Revolution said, “There is always room for competition even in the most crowded markets.
However to get a share of the market every new entrant has to offer a value or service proposition that is better than the existing offerings.” – www.entrepreneur.com
Freecharge was Founded on August 2010, headquartered in Mumbai, India. Owned by Axis Bank.
Current employee strength- 200 to 500.
Founded by Kunal Shah and Sandeep Tandon with the current CEO as Sangram Singh.
Freecharge can be used as a wallet to pay bills, recharge a mobile phone, and purchase goods on Snapdeal, book movies on BookMyShow, and tickets on IRCTC, among others. But along with this, the FreeCharge wallet can also be used to transfer money to other users, bank accounts, and to NGOs.
Freecharge’s Services include Recharges, Bill Payments, UPI Money Transfers, Deals, Gift Cards, and Mutual Funds.
In 2015 Snapdeal bought Freecharge for an undisclosed amount and later in 2017 Freecharge is bought by Axis Bank which it’s current owner. It raised $177.6M in total from 6 private funding rounds.
How They Got Their Early Adopters?
The initial idea of Kunal Shah was to provide coupons for “Distributing retail coupons with recharge“. Early on August 2010, Freecharge had around 50 transactions a day with the website launched among their friends.
The team started working towards increasing usage of credit/debit cards (They targeted Student communities at IIT’s, NIT’s, ISB Hyd and IIM’s) among the public while approaching retailers to accept the Freecharge coupons.
Presented at Startup Saturday event where they got conversion from college students
Social Media Marketing
Freecharge gained traction in twitter in the form of tweets as a response for the offline events they conducted which aimed at spreading awareness about freecharge.
Apart from all, Freecharge team also worked on Blog posts about various recharges offered by service providers and other blog posts (Cricket match prediction competitions are one of the kind)
Freecharge observed an increase in transactions from 50 to 500 while the team started facing real difficulties in terms of operations and coupon delivery. (They were depending on the courier system to deliver the coupons).
Later Freecharge started onboarding more partners and then in later stages upon growth, mergers and acquisitions took place
Marketing Summary –
They get their most of the traffic from Direct search. (All stats are at the time of analysis).
Avg Traffic – 7.25 million
SEO – 75.66%.
Direct – 52.17%.
Social – 0.41%.
Whatsapp Web app: 11.73%.
Top of the funnel
1 article/month – Check their blog(no new articles in 2019).
200 to 500-word articles, few articles have videos(2 to 5).
75.66 % of traffic comes from SEO.
Type Of Content They Create:
Business – Primary content.
Industry-based – Secondary content
Emerging industry trends
Interests & Persona – Tertiary Content
Content-based on Social Causes
Display Advertising Source: (Semrush)
5 Facebook ads are running at the time of writing this
Seasonal Contests are working better for Freecharge on twitter
Actively replying for the comments/queries by users
#KahaniAppraisalKi is being used for creating engagement while Freecharge is awarding prizes for good/interesting appraisal story
Referral Traffic: 5.78%
Referrers are mainly the payment gateways through which all the transactions happen and few other sites like IRCTC, Swiggy and other partners of Freecharge while the customers avail coupons for every transaction they make from the Freecharge’s partner
Initially, they had participated in college events to bring brand awareness and later on there are no notable offline events held.
Middle Of The Funnel/Constant Engagement
Sends out promotional emails which include coupons for every transaction, also the offer varies for each customer based on their previous transactions made.
Sends out offer messages for customers to make them transact again
Free coupons valid across Freecharge’s partner outlets/businesses
Bottom Of The Funnel
Give’s customized offer based on previous transactions
Top Growth Hacks That Have Stood Out For Them
Freecharge offers coupons for every recharge or a transaction made on its platform.
Freecharge partnered with very popular brands like McDonald’s, KFC, Costa Coffee, Café Coffee Day, Myntra, Barista, Domino’s, PVR Cinemas, etc which obviously attracted more people to transact using Freecharge.
Got Mentioned in a viral reality show named Emotional Atyachaar which is based upon the state of romantic relationships amongst the Indian youth. At the end of the particular episode, the following text is displayed: “Issued in public interest by FreeCharge.in.” as Credits which gained the viewer traction.
Adopting UPI for its payments, Introduced Freecharge on WhatsApp where users can send and receive money
It’s a win-win situation where the transactor and the service provider are beneficiaries. (Which is the core idea) The win-win situation is one strong reason behind Freecharge’s existence in this competitive field. This may not be a growth hack but this is something which helps Freecharge to standout.
https://growthspartan.com/wp-content/uploads/2019/04/152578-OWH7YK-478.jpg20002000Krishna Vamsihttps://growthspartan.com/wp-content/uploads/2018/08/helmet-300x300.pngKrishna Vamsi2019-04-22 16:41:022019-06-02 12:05:04Freecharge: The Story Behind 50 Transactions To 500 Million A Day
One Line Definition: Big Basket delivers the groceries you like at the time you love at the comfort of your fingertips.
How they were able to get there is a story in itself.
Bigbasket, India’s largest online supermarket has been through quite a fascinating journey. This journey is incomplete without discussing the founders’ startup journeys prior to starting Big Basket. It all began in 1999 when Hari Menon (Now CEO- Big Basket) along with his friends VS Sudhakar, Vipul Parekh, Abhinay Choudhari and V S Ramesh started their online retail website called “Fabmart”. Imagine an e-retail store in 1999, this is way before Flipkart and the likes ventured into the e-commerce space in India. After realizing that their idea was something belonging in the distant future, they pivoted to a physical chain of grocery stores called Fabmall. They scaled it up to 200 stores across south India before they sold it off to Aditya Birla Group who renamed it to what we come to know of as “More”.
Sometime around 2011, they started thinking about their original idea of Online grocery store and with the internet penetration set to rise in India and with Flipkart already operating in the online retail space, the same set of friends decided to Launch Big Basket.
The journey is even more unique when you look at the age of the founders who were in their Mid-40s when almost all other entrepreneurs were at least half their age in 2011. For all the good reasons, that experience clearly shows up in the passion-filled execution of ideas at Big Basket. That’s pretty much what it took to make it one of the unicorns in the Indian startup ecosystem with a valuation of $1.2 Billion. Let’s take a look at how exactly they went about achieving it.
2. What Platforms Are They Present On
Customers can order groceries from their mobile phones through the app or web browser on Mobile and PC.
3. The Idea To The First Set Of Customers
They started the operations from Indiranagar, Bengaluru. The initial adopters were upwardly mobile young Indians who wanted to avoid the pain of navigating through Bangalore traffic to get their groceries.
And, as Evident from Hari Menon’s quote, right from the start Big Basket’s focus has been the customer. The founders have used the knowledge gained from the dot com era in the right manner. They didn’t resort to scaling quickly or use deep-pocketed discounting to acquire and retain customers. Instead, their focus was customer satisfaction. The biggest challenge was to build and maintain the capacity to meet customer demand.
At the time when many of the startups in hyperlocal space were adopting a zero inventory model, Big Basket bet big on the inventory model. The founders strongly believed that to address the huge demand that existed, one had to maintain the quality of products as well as services. Hence they had to adopt the inventory model.
On the back of this strategy, they were able to drive high customer satisfaction. Reports have shown that they had close to 70% repeat customers, growing at a rate of 25-30%.
This growth speaks volumes about their efforts towards customer satisfaction as they didn’t spend a huge amount of cash on advertising and mainly relied on Word-of-mouth. Their stats reflect that a whopping 45 % of new customers were through referrals.
4. Demand Validation To Growth
Word Of Mouth
Ask the expert was a campaign run by Big Basket on their facebook page, where they invited highly skilled nutritionists, stylists, and dieticians to spread awareness about the benefits of good food and style.
While this was related to the industry in general, they employed a strategy to reward Facebook fans who asked some impressive questions.
This strategy helped them acquire more customers as the winners of the above campaign spread the word about the campaign, unconsciously campaigning for Big Basket. By this time their operations were spread across seven cities.
After acquiring a Hyperlocal delivery startup called “Delyver”, Big Basket launched an express delivery service. Customers could opt for a 1-hr delivery of select products.
The success of this service greatly helped further Big Basket’s name in the Indian Online Grocery Space.
Big Basket also launched a lifestyle blog. They post quite frequently with content ranging from “know your food” to “trending styles from Divas”.
However, as per data from Similar Web, the traffic sources to their websites are as follows.
Direct: 20.59 %
Referrals: 14.85 %
Of the 22.18 % Search traffic- 100 % of it is Organic and only one set of keywords contribute to all of that organic traffic. Guess what those keywords are? I think it’s unfair to you guys, here you go. “London men’s fashion week hairstyles“
Social: 42.37 %
Just short of 5% of their website traffic comes from all of the social media put together.
About 86.25 % of the traffic from social media comes from Youtube alone. Considering the host of Cookery videos and ease of targeting customers who will be willing to shop at Bigbasket.com, this doesn’t come as a surprise.
However, they post quite a good number of videos every month but their total number of subscribers is just short of 7000.
They also engage with Facebook audience through various food, style, and health tips, with occasional campaigns like the “Ask The Expert”
5. Marketing Summary- Today
Top of the Funnel
Big Basket publishes about 25-30 articles/month. These are mainly about DIY styles, style trends, travel food queries, recipes, food benefit articles, etc.
Majority of the articles are about 1000 words long. They are also embedded with youtube video links wherever applicable. The blog drives traffic to Youtube videos, in turn, youtube videos direct users back to BigBasket.com
Their SEO story is quite amazing. Look at the metrics and am pretty you’ll be impressed.
Traffic Overview: An estimated total number of visits: 7.65 M and this has mostly been constant over the past 6 months at least.
A whopping 60.37 % of traffic is direct: The brand recall is so strong[Proof of the customer-centric approach the management took early on] and the usage is so frequent for any customer that they directly enter the website in the search bar when they think of ordering groceries online.
Type of content they create:
Business: Primary Content
Knowledge-Based articles on benefits of various fruits, vegetables, and which of the beauty products are better for what type of skin, etc.
They drive traffic to these blog posts from the social media campaigns.
Industry Based: Secondary Content
They create content revolving around the travel and lifestyle industry.
Though highly unrelated they post content on travel destinations suitable for each season.
Interests & Persona- Tertiary Content
Content-based on DIY recipes
Content-based on DIY Styles
Of the 31.18 % search traffic, 74.64% is Organic & only a quarter i.e 25.36% is paid
Type of Ads they’re running
Branded: 23.51 % of their Ads are branded. Meaning they specifically focus on showing the name “Big Basket” in their ads
Non-branded: 76.49 % of their Ads are non-branded.
Main paid competitors: Grofers.com, sparindia.com, licious.in, olay.in etc.
Main Organic competitors:naturebasket.co.in, grofers.com, paytmmall.com, dmart.in.
Type of posts that have really high engagement: NONE.
A meager 1.02% is through referrals: Below is a snapshot of the referral as well as destination sites from Bigbasket.com
Majority of their referral traffic comes from below sources.
Forums- None Found
The founders in their earlier days were interviewed by a lot of magazines like Livemint, YourStory. Coverage in these type of magazines gave them a good reach to the working class population who were also their target group.
Middle of the funnel/constant engagement with
Email: While they do send newsletters about the content posted on their blog, the referral traffic from email is 0 %.
Facebook: They post about 35-40 posts a month to engage customers/audience.
Bottom of the Funnel
Thank you page
Top growth hacks-That have stood out for them
Am astounded by the fact that the majority of their traffic is direct. Meaning the brand recall is so much that people don’t even google for grocery shopping, they directly enter bigbasket.com whenever they want to shop for groceries.
Second thing being, though their initial customer acquisition was through discounts, the customer engagement and retention thereafter has puzzled me. Though I couldn’t find any data on that it’s something that I’d like to research even more.