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Helping platforms understand user behavior & preferences, categorization & assortment, and customer characteristics that drive commerce - assortment and customer

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What We Do

Ad monitoring
Adjacency expansion
Competitive intelligence
Customer needs assessment
Customer NPS diagnostic
Market potential assessment
Micro market assessment
Product price benchmarking
Sector scan
Target screening and diligence
Unit economics benchmarking
Voice of customer

Ad monitoring

What is the competition’s frequency, channel contribution of ads vs. own company?
What is the reach of different channels to key decision makers of technology / software purchase?
How does competitors' advertising spend fare vs own company?
What ROI have we seen from different digital campaigns?
How differentiated are the advertisements of the client vs. competitors?
With the offering constantly evolving, are the advertisements driving home the key message of the brand / product?

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Adjacency expansion

What is identified to be core market? What are the adjacent / ancillary markets?
How large are these markets? How will they grow?
What are the adjacencies most suitable for expansion?
What are the synergies between the existing and adjacent markets?
What will be the revenue potential? What are the economics?

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Competitive intelligence

What are the competitors doing differently in the market?
What are the most important themes to track the competition?
How is the competition performing across these themes?
Is the target losing / winning wr.t. competition? Why?
What are the plans of the competitors for the near future?
How to use digital tools for continuous tracking of competition?

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Customer needs assessment

Who are the customers of the technology product / software?
What use cases do the tech products address across different verticals / customer types?
What are the key purchase criteria for the tech product and how do they differ across businesses depending on their industry, size, and vertical?
What are the 'must have' vs. 'nice to have' features in the technology offerings?
Preference for integrated vs point solutions and horizontal vs. vertical solutions? What are the primary reasons to adopt the product?
What is the stickiness of the technology solution in terms of criticality to business and switching costs?
What is the customer's willingness to pay for various features? What features can make the technology offering premium?
Are there any product offerings not available to customers? Is the opportunity significant?
What are some of the unmet needs across existing products / services and reasons thereof?
How to understand emerging needs and deepen relevance to personalize the technology company’s product?

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Customer NPS diagnostic

What is the current customer NPS for a target brand?
What is the level of customer satisfaction and loyalty?
What are the drivers of promotion / detraction?
How does customer NPS for target compare to that of competition?
What are the relative strengths and weaknesses vs. competition?
What are the key levers to drive customer NPS?

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Market potential assessment

What is the bottom-up / top-down market size across different product categories and geographies in the relevant technology space?
What is the company's TAM (Total Addressable Market), SAM (Serviceable Addressable Market), and SOM (Serviceable Obtainable Market)? What is excluded in SAM and SOM?
How fast are various markets in terms of verticals / customer types / use cases / geographies growing in the relevant technology and software space?
How much market share can the company potentially achieve in various markets?
What is the possible market share that the company can gain from its current product offerings vs. from building new products?
How much of the market share can the company gain from the currently penetrated market i.e, from existing category buyers vs. from new market development?
How is the market potential split across different geos / customer segments / channels etc. and how is it expected to grow?

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Micro market assessment

What is the market potential of key micro-markets?
What micro-market level themes are shaping the market?
How are various players performing in the micro-market?
What is the competitive intensity of the micro-market?
What should be the GTM strategy for the micro-market?
How to do micro-market sales activation?

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Product price benchmarking

What is the price positioning w.r.t. competition of a product in the market?
What are the directly competing products in the market? Who are the peripheral / indirect competitors?
Does the price positioning resonate with targeted customer segments?
How does the target compare w.r.t. competition in discounting and promotional schemes?
What is the margin for commanding premium?
What is the relation between the features of the product and the price range?
How does behaviour of customer segments vary with the price?

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Sector scan

What key segments constitute the sector? How have they been growing over the past 5 years? What are the key growth drivers?
What is the market size, overall, and by segments and categories? How are they estimated to grow over the next 5 years? Why?
Who are the key players operating in each segment? How do they stack up against each other?
What are the key products and services they are providing? What needs are they fulfilling?
What are the headwinds and tailwinds in this sector?
What are the key technological advancements this sector has seen?
What are the different investment areas in the sector?
What are the 'rising tides' or trends of the future in the sector?
What has been the level of funding activity in different sub-sector?
What are some of the potential investment targets?

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Target screening and diligence

How fragmented is the market in which the target is operating? What are the acquisition / investment opportunities in the target's market segment?
How does the target fare against competition across key operational, organizational, and financial metrics?
What is the depth in the technology / software portfolio of the target company vs. category peers / leaders?
What are the key demand drivers for buyers?
How is buyer behaviour going to change in the future? What trends are expected to shape buyer behaviour?
Which buyer segments are driving the category? Which segment does the target cater to?
What is the CAC and LTV of target accounts? Are they above / below industry standards?
How adept is the existing management at driving growth? What is their track record?
In how much time can the target scale their business?

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Unit economics benchmarking

What are the different revenue streams per buyer? What are the drivers of revenue?
How much does it cost in time and money to service / acquire a buyer? How will the product development cost affect unit economics?
What fixed and variable cost components are associated with servicing a buyer?
What are the drivers of fixed and variable costs?
What is the break-even scale and time taken to reach breakeven point?
How does the unit economics vary across buyer segments (industry vertical, size, etc.)?

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Voice of customer

What are the reasons for the preference of the client's product over others?
What is the company's perception amongst customers and non-customers in the space?
How do customers rate the 'sales and service' experience of the technology company?
Are existing customers referring to the company's product? What is the viral coefficient?
How to use 'voice of customer' and sentiment analysis for product improvement and enhancing customer satisfaction?
What are the reasons for the preference of a particular technology product / software brand over others?
What are the key elements to provide a comprehensive buyer experience?

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Related Case Studies

Understanding customer retention on an online job portal

Objective

Client wanted to understand the top line projections, business plan validation and LTV, CAC & customer retention

Methodology

Understood the player business by split of jobs applied, platform’s economics and deep dive on the financials
Understood the projections undertaken by the management basis market study, customer study and historical data analysis
Analysed player against its competitors based on customer loyalty benchmarks
Built recommendations for customer retention while acquiring new customers

Impact / outcome

Identified detailed reasons for customer churn
Understood the plan and the future roadmap laid out by the management

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Understanding typical usage behaviour and satisfaction level of an online job application

Objective

An online job application player wanted to understand consumer perception, consumer satisfaction, how their newly launched services are performing & key drivers of churn for lapsed consumers

Methodology

Conducted a consumer survey with N = 350 respondents across different cities, age groups, & income brackets
Undertook in-depth study to understand user behaviour, use cases & awareness levels
Conducted in-depth analysis of consumer NPS and dominant drivers

Impact / Output

Online job application player was able to understand key drivers influencing consumer behaviour and their overall satisfaction level
Client was also able to understand key drivers of churn

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