Marketing Case Challenge

January 2019

Instructions:
 Participants must make a submission in teams of
2-3
 Analysis and solution if any must be submitted in a
5-slide presentation
 Format: Atmost 5 slides excluding appendix, if any
(Font: Calibri, Font Size:12)
Final Presentation:

 The shortlisted teams will be invited to make the

final presentation at IIFT Delhi campus
 A jury from UrbanClap will judge the presentations
and their decision will be final and binding
 Students have to present their case analysis and
solution in a span of 10 minutes
 The presentation will be followed by a Q&A

Prizes:
 1st place: Rs. 25,000 cash
 2nd place: Rs. 15,000 cash
 3rd place: Rs. 10,000 cash
 Gift vouchers for all finalists
What is UrbanClap?

UrbanClap is recognized as the fastest-growing start up

in India. It is a mobile marketplace for local services. It
helps customers hire trusted professionals for all their
service needs. They are staffed with young, passionate
people working tirelessly to make a difference in the
lives of people by catering to their service needs at their
doorsteps. They provide housekeeping services which
consist of Plumbers, Electricians, Carpenters, Cleaning
and Pest Control. They also provide personal services
like beauty, spa, mobile and other appliance repairs etc.
Be it getting a plumbing job done, improving your
fitness through yoga, learning to play the guitar,
decorating your home or getting candid photos of your
wedding clicked, they are a sure shot destination for
your service needs.

UrbanClap Fundings:
The company has raised a total sum of 57 million
dollars from 7 investors in 5 different round of funding.

The company raised the seed capital of 1.6 million

dollars from SAIF Partners, Accel Partners, Kunal
Bahl, Rohit Bansal.
In June 2015 the first round of funding was held and the
company raised 10 million dollars from SAIF Partners
and, Accel Partners. In November 2015 in the second
round of funding UrbanClap raised around 25 million
Dollars from Bessemer Venture Partners, Accel
Partners, SAIF Partners.

In July 2017 the company raised another 21 million

dollars in Series C round of Funding led by Vy Capital
and other investors were Bessemer Venture
Partners, Accel Partners, SAIF Partners.

UrbanClap Business Model:

UrbanClap is working on a simple business model. It
provides most suited professionals to your day to day
need for example electricians, home cleaning,
photographers, interior designers or yoga instructors
etc. This is done through an automated match-making
algorithm, which the team is investing heavily to
continue perfecting.

UrbanClap also does a background check and police

verification for all its partnered professional for safety
purposes.

Abhiraj Bahl, co-founder at Urban Clap says,

It was born out of our ambitions to create a large
tech business solving a primary customer need in
India. We realized local services as an industry is
such a central part of our lives but extremely
broken. The current solutions haven’t improved
beyond phone call lists in the last decade while other
adjacent industries are leapfrogging with tech
enabled innovation.

UrbanClap claims to connect their users to the best

professional who can do exactly what they want at a
price they are comfortable paying.
What do you have to do?

Conduct a customer research study on Urban Clap

encompassing the following:
1. Interview 40-50 users (across at least 3 cities viz.
Delhi, Mumbai, Hyderabad etc) and do a synopsis on
i) Why they use UrbanClap
ii) What they love most about UrbanClap
iii) What aspect of the model would they want changed
iv) What is their biggest pain point while using
UrbanClap

2. Interview 40-50 people (across 3 cities) who are

aware about UrbanClap but DO NOT USE the service
and do a synopsis on
i) Where they have heard about UrbanClap
ii) How do they hire local services and how convenient
is it for them to hire offline (whether they use yellow
pages, just dial, etc)
iii) Top 3 reasons that prevent them from using
UrbanClap

After having identified the pain point for users and non-
users, suggest at least 3 measures that UrbanClap
should take to tackle/mitigate these issues.