stack of books

Facebook Link

LBB, Bangalore

What Is The Group About?

LBB gives recommendations about the latest and greatest events, food joints and shopping destinations in your city, which you can experience with your friends.

In their own words,

LBB is a discoveries and recommendations platform, to find and share awesome things in your city.

Some Interesting Stats

  • Number of likes: 212,673 (as per May 2019)
  • Posts per day: ~10
  • Average engagement per post: ~10 likes, 2 comments
  • Number of followers: 214,268 ( as per May 2019)
  • % of traffic that comes through Facebook: More than 94% of their social traffic comes from their Facebook pages, and social is around 8% of their total traffic.

similarweb social traffic for lbb

Source: https://www.similarweb.com/website/lbb.in#social 

Want to leverage Facebook for your business? Check out our Facebook Checklist to get started today!

How Do They Use Facebook?

lbb post about place to visit near bangalore

  • As a way to promote their ongoing offline events

lbb_events_list

  • Show off user-generated content: Users use the tag #ifoundawesome to share any awesome things they found in their neighbourhood, and LBB shares a few of them on their Facebook page.

#ifoundawesome things to do

  • As a way to interact with their customers: They have messenger, where customers can talk directly to their staff.

lbb messenger

lbb post about new drive in theatre in bangalore

Types Of Posts

  • Videos

video content lbb

  • Simple posts + images

lbb post with images

  • Sponsored content

lbb sponsored content fabindia collab

Looking for a full marketing breakdown, not just Facebook? Head on over to see how Nearbuy grew to 100,000+ locations.

How Have They Grown To 200K+ Likes

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.
  • Primary content:
    • Things to do/ see/ eat in Bangalore
    • Contests to win tickets to events
  • Offline events: Mostly collaborations with sponsors, could be –
    • New business
    • New locations of existing businesses
    • Seasonal events
    • Events to sell their products

Facebook Ads

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.

Type 1

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 🌴”

ad to download app

Type 2

Objective – Drive Sales.

Target – New and Existing customers.

Ad Copy – “Workwear Clearance sale, 24 hours only.”

ad to drive sales of their products

Type 3

Objective – Drive traffic to website.

Target – New and Existing customers.

Ad Copy – Has the title and featured snippet of a blog post.

ad to drive traffic to website

Source: Facebook Ads 

Want us to feature your company in a marketing breakdown?

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Cult.Fit Marketing Breakdown

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).

Table Of Contents

CureFit Fact Sheet

Name: Cure.Fit

Type: B2C

Founded: Jul 1, 2016

Founders: Ankit Nagori, Mukesh Bansal

“CureFit is an end-to-end solution that will enable users to take full control of their health to improve the quality of life and reduce long-term healthcare costs”

~ Ankit Nagori, Co-Founder, Cure.Fit

Industry: Fitness, Healthcare, Wellnesscurefit logo

Online Presence: They have a website https://www.cure.fit/ and an app (available for both iOS, Android) as well as fitness centres across Bangalore, Delhi, Mumbai, Hyderabad, Chennai, Pune and Jaipur.

Android App: 1,000,000+ downloads, 4.6 stars of 18,374 ratings

iOS App: 4.8 stars of 24.1K ratings

Funding:

Number of funding rounds – 7 (Source)

Total amount raised – $176.4M

Announced Date Name Number Of Investors Amount Raised Lead Investors
Jul 30, 2018 Series C 5 $120M Accel,
IDG Ventures,
Kalaari Capital
Apr 16, 2018 Venture Round 2 ₹41.8M Ananth Narayanan,
Binny Bansal
Jan 30, 2018 Debt Financing 2 $10M Axis Bank,
HDFC Bank
Dec 22, 2017 Venture Round 2 ₹60M Brun Raschle,
Endiya Partners
Aug 28, 2017 Series B 4 $25M
May 8, 2017 Venture Round 4 $3M RNT Capital

How Cure.Fit Got Their Early Adapters

Cure.Fit Marketing Summary: Today

Avg Traffic – 760.20K (Source)

  • SEO – 43.1%
  • Direct – 47.4%
  • Social – 5.2%
  • Referrals – 2.25%
  • Ads – 1.86%
  • Emails – 0.28%

curefit traffic sources

Sales Funnel

curefit sales funnel

Top Of The Funnel

  • Majority traffic from Direct source – Since this is Mukesh Bansal’s (Founder of Myntra) second venture, there was a lot of press coverage about his new venture.
  • Followed by Search (mostly organic)
  • Referrals coming from partners – Many companies such as CRED have tied with CureFit to offer free month packages on purchasing their product.
  • Social traffic mainly from Facebook
  • Have referral scheme – For now, it is Rs 300 fitcash for the referrer and 25% off up to Rs 1000 for the person referred.
  • Content type –  free workout videos, free cooking videos, product announcements, lots of ongoing sales

SEO

  • ~73% of SEO traffic is from Organic Search. The major keywords that CureFit ranks for are – cult fit, Curefit, eat fit, cult. (Source)
  • As for non-name related search, the top things that CureFit ranks for is – fitness centers near me, order food, gyms free, online doctor consult. (Source)

SEO is the best way to bring traffic to your website. Check out our post on keyword research to understand how you can also leverage SEO as CureFit did!

Social Channelscurefit social traffic

Youtube

  • Joined 20 Apr 2017
  • 12K subscribers
  • Free workout content
  • Very few views on non-ads
  • Types of posts: Ads, how to workouts and meals  

Facebook

  • 282,636 likes
  • Check out our Facebook for Business Checklist to learn how you can do the same for your business!
  • Around 3 posts a day
  • Not too much interaction per post (around 20 likes).
  • Types of posts: Ads, how to workout and meals, stories of students/ instructors

Twitter

  • 5,819 followers
  • 2-3 posts a day
  • Not too much interaction per post (around 11-12 likes)
  • Type of posts: Ads, how to workout and meals, stories of students/ instructors

Instagram

  • 58.9k followers
  • Seems to be their biggest platform
  • Around 3000 views per post
  • 10 posts per week
  • Type of posts: Images of instructors/ classes, recipes with CTA to get the full video on the App
  1. Ads (television, YouTube and newspaper) that have celebrities (Hrithik Roshan, Tiger Shroff etc) that tell people it is easy to be healthy with CureFit.
  2. Banners on major roads
  3. Some SEO
  4. Only ~2% of the traffic comes from paid ads, mostly from YouTube, Zee5, Cricbuzz and Yahoo Mail.

curefit ads traffic

Offline

  • Tied up with supermarkets to offer discounts on the purchase
  • Walk into the centre and get 2 free classes
  • Banners on major roads

Middle Of The Funnel

  • Sign into the app for access to free workout videos
  • Can book 2 free classes on signup
  • Send notifications, message, email on sales
  • Frequent sales and offers with freebies (get 3 months extensions, get 10% off with HDFC card)

Bottom Of The Funnel

  • Sales emails and messages
  • Congrats message on purchasing the pack
  • Thank you page

Top Growth Hacks That Have Stood Out For Them

  1. Good keyword research and SEO
  2. Partnering with Hrithik Roshan for HRX
  3. Providing frequent sales
  4. Acquiring companies with expertise and good name
Acquired Organisation Announced Date
Rejoov Apr 12, 2019
Seraniti Nov 20, 2018
Fitness first May 22, 2018
a1000yoga Jul 19, 2017
Kristys Kitchen Mar 1, 2017
Tribe Fitness Club Feb 2, 2017

Want us to feature your company in a marketing breakdown?

Email us at ani@growthspartan.com with Subject Line: Company name<> Feature Us

Facebook Page: Jaypore

What is the Page about?

Jaypore is an E-commerce website, they curate best designs from artisans and craftsman from across India and deliver them to the global audience.

Some Interesting stats:

  • No of Followers/Page likes: 448,170 as on 1st May 2019
  • Posts per Day: 2 or 3 posts per day
  • Average engagement per posts is between 150 to 400 i. e they at least 100 likes for their posts. And around 3-5 comments.
  • Jaypore gets 10.01% of their traffic from social media channels. And out of 10.01%, traffic from Facebook is 19.59% of their social traffic i.e approximately 2% of their traffic comes from Facebook.
  • Jaypore has 26 people managing their page from different locations.

How they use Facebook?

  • As a community building channel.
  • As an assisted conversion channel.
  • For support.

Type of Posts

  • Image posts with Link to the Product Page
  • Video posts.
  • Sale posts.
  • Event posts.
  • Facebook Live videos

How have they grown to x members- Things they do different

1. Facebook Ads:

  • They run ads displaying their products.
  • Jaypore uses Carousel Ads and Photo Ads displaying their products. These ads are linked to their product page on their website.

2. Types of contents

Primary Content

  • They share their product images

.

  • Share their upcoming sale

  • Shares their Offline events

  • Share live videos of their events

Secondary Content

  • They share videos of craftsmen working on a different type of materials.
  • They share craftsmen working on meenakari material, how Lucknowi embroidery is done.

Tertiary Content

  • Jaypore share monument images, Food images from other pages and credit them.
  • They share videos of a traditional form of musical instruments.

3. Each and every post has a link to their website.

4. Good quality product images.

5. Showing top contributors.

6. Responding to the customer’s messages.

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.

Fact Sheet

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

Type: B2C/B2B/B2B2C

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

Industry: Edu-Tech

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.

Desktop/App: Mobile only, Desktop only or App

Desktop & Mobile/No App


Table Of Content

Early Days

Launch of Idea

The idea to First Set of Customers

Demand Validation to Growth

Growth to Expansion

Summary of Growth

Future Plans

Challenges Faced By Digital Marketing Industry

Founder Insights

Top Growth Hacks


Early Days

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.


The Idea

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


Top of the funnel


1. SEO (Search Engine Optimization)

  • 1 to 3 articles/day – Check their blog
  • 1,000+ word articles – video & text heavy
  • Soft sell on Webinar
  • Online Scholarship Tests
  • Search-70.10% traffic comes from search( 97.96% organic search traffic and 2.04% paid traffic)
  • They also rank for keywords: Digital Marketing Courses.

2. Type of content they create

Business – Primary content

Industry-based – Secondary content

Interests & Persona – Tertiary Content

3. Paid Ads

    • They get 1.50% of their traffic from paid ads.
    • Type of Ads they’re running: Generic and branded keyword ads.
    • Some of their paid keywords
      • Digital marketing course syllabus
      • Digital vidya
      • Digital Vidhya
      • Digital Marketing course by government
      • Digital marketing course in Bangalore

4. Social

  • 2.74% of Digital Vidya’s traffic comes from social channels.
  • Quora contributes to 52.82% of their social traffic.
  • Youtube contributes to 24.40% of their social traffic.
  • Facebook contributes to 10.96% of their social traffic.
  • LinkedIn contributes to 5.11% of their social traffic.
  • Whatsapp Web apps contribute to 2.43% of their social traffic.

Facebook – Check out their profile

  • Chat window pops out
  • Placed phone number here for easy call
  • Number of members: 72,934
  • Post 2 times a day

LinkedIn – Check out their profile

  • 8226 members
  • 4 posts a month
  • Low engagement

6. Offline


Middle of the funnel/constant engagement with


  • 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

Future Plans

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.


Founder Insights

  • 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

SEO

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.

Webinars

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.

Fact Sheet

Company Name: Freecharge Payment Technologies Pvt. Ltd.

Type: B2C.

One-liner:  “It is this homework that helps you demonstrate a workable solution and helps to make Naa Se Haan possible.”- Kunal Shah

Industry: Internet and Telecommunication/Financial Services.

Available on: Desktop and mobile.

Freecharge Logo

Desktop/App: Desktop and Mobile App

  • Android App:
    • Downloads: 10 Million
    • Rating: 4.3 out of 5 for 11,08,518 ratings.freecharge android app
  • iOS App:
    • Rating: 4.6 out of 5 for 197.8K ratings

Freecharge’s Journey and Funding:

Table Of Contents

What do they do?

How They Got Their Early Adopters

Marketing Summary – Today

Top Growth Hacks That Have Stood Out For Them


What Do They Do?

 A brief about Freecharge:
  • 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.
  • Offline events
    • 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.
  • Freecharge got Featured in
  • 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 millionTraffic sources for freecharge
  • SEO – 75.66%.
  • Direct – 52.17%.
  • Social – 0.41%.Freecharge Social traffic
    • Youtube: 55.95%.
    • Facebook: 22.28%.
    • Whatsapp Web app: 11.73%.
    • Quora: 3.51%
    • Twitter: 2.60%.
    • Others: 3.93%.

Top of the funnel


freecharge marketing funnel

SEO

  • 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.
    Freecharge paid search terms

Type Of Content They Create:

Business – Primary content.

  • Offers
  • Product updates
  • How to

Industry-based – Secondary content

  • Emerging industry trends

Interests & Persona – Tertiary Content

  • Content-based on Social Causes

Paid Ads

  • Display Advertising
    Freecharge display advertising
    FREECHARGE AD sampleSource: (Semrush)
  • Facebook Ads
    • 5 Facebook ads are running at the time of writing thisFreecharge facebook ad
  • Newspaper Ads

freecharge news paper ad

  • PPC

Social

Facebook

  • A chat window pops out
  • They are actively replying for comments that have been made and are actually trying to help out their customers
  • 1,412,142 members
  • Posts 5 to 15 times on a monthly basis
  • Changes the cover picture to broadcast messages
  • Posts are about offers and any new integrations with new companies
  • Conducting challenges or a task for freebies like coupons. These type of posts observed much better engagement when compared with others
  • Interactive videos which are less than one minute based on Sentiment, Appraisal, Explaining the features of the app, Cashbacks, National events/Special days observed
  • In Initial stages, Freecharge ran ads in FB
  • Retargeting

LinkedIn

  • 37,416 members
  • 1 post a week
  • No much engagement noticed in their LinkedIn channel
  • They don’t have LinkedIn Icon along with other social media Icons in the website footer.

Youtube

  • 57k Subscribers
  • All are promotional videos explaining the offers and latest updates

Twitter

  • 134k followers
  • 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 partnerFreecharge referrals
  •  Top Referrers:

Offline

  • 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


  • Email
    • Sends out promotional emails which include coupons for every transaction, also the offer varies for each customer based on their previous transactions made.
  •  Text Messages
    • Sends out offer messages for customers to make them transact again
  • Coupons
    • 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.

Email us at ani@growthspartan.com with Subject Line: Company name<> Feature Us

  • Company Name: Big Basket (Innovative Retail Concepts Private Limited)
  • Industry: Online Food & Grocery Store
  • Type: B2C
  • Founder/CEO: Hari Menon
  • Co-Founders: VS Sudhakar, Vipul Parekh, Abhinay Choudhari and V S Ramesh
  • Year & Place: 2011, Bengaluru, India
  • One-Liner: 

“We want customers to get hooked, and make our service harder to replicate”-Hari Menon

Table Of Contents

  1. What Do They Do
  2. What Platforms Are They Present On
  3. The Idea To The First Set Of Customers
  4. Demand Validation To Growth
  5. Marketing Summary- Today

1. What Do They Do

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.
  • Express Delivery

    • 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.
  • Lifestyle Blog

    • 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 %
      • Search: 22.18%
        • 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 %
      • Mail: 0%
      • Display: 0%
  • Social Media:

    • 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

SEO

  • 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

Paid Ads

  • 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.
  • Estimated Monthly Ad expenses: $705

Influence Through Social Media

  • Facebook:
    • Chat window pops out- Yes
    • Placed phone number here for an easy call- Yes
    • Number of members-385,151
    • Post 35-40 times a weekly basis
    • Change the cover picture to broadcast messages- Yes
    • Haven’t seen them doing any polls lately.
    • Motivational messages- Yes
    • Say they’ll provide something for free for emails- No
    • Webinar content- No
  • LinkedIn:
    • Number of members: 16,893
    • No of posts/ month: Zero
    • Type of posts that have really high engagement: NONE.

Referral Traffic

  • 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.
    • Coonyo.com
    • Apkaabazar.com
    • Samacharhindi.in
    • Indiafreedeals.com
    • bigbasket.blog

Offline

  • Forums- None Found
  • Events-None Found
  • Conferences-None Found
  • Speaking Gigs
    • 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

  • Sales Call
  • 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.

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