Objective

Choosing the best growth strategy

Inorder to receive continued support from various venture capitalists Flatpebble needs to
model a robust growth strategy in congruence with their business ideology which is both
convincing and comprehensive. This shall go a long way and showcasing that they are
poised for future growth.

ISSUES
Flatpebble in its current business model faces a myriad of challenges. The potential of the
unorganised wedding market remains untapped. While their business is up and running they
are unable to find traction. Following issues have been identified to enable them to tap into
key matrices.
Low market penetration
Flatpebble has transacted business worth only INR 121 million in two years for an industry of
with market potential of INR 400 billion industry. It needs a strategy so as to ensure
comprehensive utilisation of the of the untapped market space.
Low conversion rates (20-25%)
Flatpebble needs a strategy to increase traffic and subsequently their business. Conversion
rate of flatpebble is only 20 %. Since Revenue is a function of transactions successfully
carried out on Flatpebble, there needs to be a system in place to ensure the customers
Return on Attention is high.
Possibility of bypassing Flatpebble
Out of the meagre 20-25% of jobs which eventually got converted possibly aims at the fact
that customers have been liaising with the Photographers offline. Thereby limiting the
revenues of Flatpebble.
Limited talent pool of photographers
The reach of Flatpebble currently is limited to major metropolitans with only 1815
photographers available for the job. Various retail photographers who conduct their services
offline have not been onboarded. Many photographers who are not so tech savvy have been
apprehensive to use technology to drum up new business. Only limited functions are up for
grabs with a single Wedding Photograhy strategy. A needs is felt to provide better
opportunities to the photographers.
Growing competition

Flatpebble has the first-mover advantage, but that doesnt insulate them from the already
existing competition providing various wedding services. Adding to this are the various social
media platforms which give the photographers an opportunity to showcase their portfolios.
Untapped geographical locations
A robust growth strategy is incomplete without a complete national flavour. While the reach
remains predominantly urban in India, major business is being left out by not considering
rural India. Since the proportion of expenditure on weddings remain comparative for both
urban and rural, Flatpebble can consolidate on the neglected market share. International
locations also provide potential business opportunities which shall enable Flatpebble to
consolidate their share nationally and internationally.