Professional Documents
Culture Documents
INTRODUCTION
UrbanClap is a platform to make our urban lives more fulfilling to solve our needs in a clap.
UrbanClap is India's largest at-home services marketplace. The platform helps customers hire
trusted professionals for services such as salon at home, cleaning, plumbing, carpentry, interior
design, wedding photography, yoga training and more. Since its inception in 2014, UrbanClap
has built a network of 100,000+ hand-picked service professionals, and served over 2 million
UrbanClap is a platform to make our urban lives more fulfilling to solve our needs in a clap.
Hence the name, UrbanClap. It enables users to find any service professional like a plumber,
a wedding photographer, a yoga teacher, or an interior designer. They want to be the go-to
platform helping customers complete the projects that are important to their urban lives –
everything from designing their homes to capturing key moments, learning arts, filing taxes,
and getting healthier etc. UrbanClap is recognized as the fastest-growing startup in India.
Customers hire trusted professionals for all their service needs. Consisting of young and
passionate people working tirelessly to make a difference in the lives of people by catering to
their service needs at their doorsteps. Currently, the company has employed over 300 people,
with over 65,000 professionals having been enlisted. It is fully operational in at least 16 cities
in India
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Organized service commerce is a large yet young industry in India. While India is a very large
market for home and local services (~USD 50 Billion in retail spends) and expected to double
in the next 5 years, there is no billion-dollar company in this segment today. The industry is
barely ~20 years old, with a sub-optimal market architecture typical of an unorganized market
– fragmented supply side operated by middlemen. As a result, experiences are broken for both
customers and service professionals, each largely relying upon word of mouth to discover the
other. The industry can easily be 1.5-2x larger than it is today, if the frictions in user and
professionals journeys are removed – and the experiences made more meaningful and joyful.
UrbanClap is a “services platform”, with the bold ambition to organize the key verticals within
the service commerce industry, bringing in the benefits of scale - structured processes, systems,
standardization, transparency and trust. This platform will enable billions of dollars in
commerce annually, and create jobs for 1 million+ service professionals. The key industries
that we are going to organize over the next few years include – home improvement, home
maintenance & repairs, appliance repairs, salon spa & makeup services, fitness & health at
home, academic tuitions, photography & events, packing & moving etc.
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ABOUT CO-FOUNDER
Abhiraj Bhal
boarding at UrbanClap, he was a consultant with The Boston Consulting Group, advising
fortune 500 companies across India, Germany and South East Asia. He holds a B.Tech in
Electrical Engineering from IIT Kanpur and an MBA from IIM Ahmedabad.
Raghav Chandra
UrbanClap. He has spent the majority of the last decade at the silicon valley. He was a software
engineer at twitter in San Fransisco. Raghav holds a Bachelor of Science degree in Computer
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Varun Khaitan
UrbanClap. Prior to the UrbanClap Varun worked at the Boston Consulting Group where he
advised leading companies across USA, Turkey and India on business strategy and on
Qualcomm Inc. where he designed next generation mobile technology. He holds a B.tech in
BUSINESS MODEL
you just want the job done, you can directly book and pay for the service on their
app.
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For white collared services, which are the larger part of the business, like
to understand exactly what you need, and helps you hire the right professional, in
your budget, most suited to meet that need. This is done through an automated
perfecting.
In order to have certainty about the professionals that they hire, as in if the people they are
hiring are legitimate, they have a system of background check and police verification.
For the purpose of such work they are smart enough to have hired a retired Superintendent of
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HOW IT WORKS
1. The first step is simple and precise for the customers to understand the
2. Urban Clap filter the choices and narrow it down to the choices picked up by their
customers and keep in mind the importance of transparency and the level of the
transparency their customers are looking for in order to gain their trust. Looking for in
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3. After customer have chosen their suitable professionals. Customers get in touch with the
professionals through them to assure that they have chosen what they want and avoid
misconceptions.
4. After having assured that their customer is satisfied and ready they promise their best to the
customer.
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MARKET COMPETITORS:
Sulekha
Localoyee
Taskbob
Local Vendors
INVESTORS
Rathan Tata
VY Capital
Saif Partners
Accel Partners
MARKETING TECHNIQUES
The most important factor of marketing technique for companies like Urbanclap is Word Of
Mouth. So the most part of promotion involves people talking about it. Other than that they
At first, they divided the target market into different segments say students , working people
for example,
For most of the students group there used to be a link in the top right corner of their facebook
screens with cooked food images saying ‘Missing Home Cooked Food’ which created a
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curiosity among the people living away from their houses and the fuss having been created
Initially, when this Delhi based company began spreading its market area in Mumbai, they
On the 1st day they sent her a chocolate without any name or address.
On the 2nd day they sent her a cake with the mere name of the cake shop
And then on the 4th day they sent her an e-mail telling her that it was them sending her all those
things.
With this what happened was that in the span of those 4 days, the girl called every person
including her relatives, friends and colleagues being disturbed with who it was that had been
sending her all those items. So when these guys came clean they had already acquired an entire
circle of 1 person which in itself happened to be a great achievement and a brilliant idea of
marketing.
Then they came up with the advertisements of special occasions like mother’s day, different
festivals, etc. Similarly when they designed their project for Pune, they made advertisements
in a way that it looked like moving to Pune is the simplest thing that can be done but there’s
something left to do and they came up with what you should do before doing that.
The bottom-line of there strategy even according to its co-founders is that everything a person
can possibly think of having to do or get it done be it because of the weather, or because of the
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traffic, or pollution all it is required for them is to can clap their hands and urban clap will be
SWOT ANALYSIS
S- STRENGTHS
The services are mostly provided at the residence, office or chosen venue of the
consumer.
It has over 10,000 customers on their platforms and connections worth 5crores of
business value.
W- WEAKNESS
Lack of awareness among the Indian population regarding online services provided by
urban clap.
Lack of trust among the Indian population because it comes under e-business.
The share of people in rural area is more than urban area therefore it becomes difficult
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O- OPPORTUNITIES:
Expansion of business: By targeting other service lines company can increase their
Expanding their Product categories: This will increase their customer base & at the
same time will reduce the cost of acquisition and customer switch.
T- THREATS
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VISION AND MISSION STATEMENT
Vision
To evolve and position the company as a world class, progressive, cost effective and
Mission
To provide excellent professionals and services and improve its position as a leader in
quality services.
Build and maintain a team of motivated workforce with high work ethos.
Use latest technology aimed at customer satisfaction and act as an effective catalyst for
COMPANY’S VISION
beauticians, carpenters etc., would typically earn INR 10-15k per month, working for a local
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Working as an individual franchisee of UrbanClap
Opening bank accounts, access to loans for upfront kits, 2-wheelers, home etc
Standardizing the service - creating SKUs, fixed and transparent pricing, clear service
deliverables, defined SOPs, delivery tracking, payment systems, reviews etc., to help
Soft and Core Skills Training imparted in our training centers and via the app Product
Procurement.
Purchasing consumables (Spares, cosmetics, paints etc.) needed for service delivery in
bulk.
This helps service professionals become more organized, and multiplies their earnings. E.g. -
Beauticians typically earn INR 40 to 50k per month with no upper ceiling (Many earn > INR
100k per month), while in the local salons, they would earn between INR 8 to 15k per month.
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OBJECTIVES
It is of utmost importance that a project’s objectives are stated clearly as these will impact
Project objectives must be measurable and contain key performance indicators that will be
used to assess a project’s success. These indicators will often encompass areas such as budget,
They are the specific goals that everyone hope to accomplish within the project.
The Objectives of carrying out a major project on Revenue Generation by Fitness Category at
To compare the market Position of UrbanClap with its existing competitors and identify
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CHAPTER 2
INTRODUCTION
Methodology is the systematic, theoretical analysis of the methods applied to a field of study.
It comprises the theoretical analysis of the body of methods and principles associated with a
phases and quantitative or qualitative techniques. This chapter aims to understand the research
research. The technique and concepts used during primary research in order to arrive at
findings. Which are also deal with and lead to a logical decision towards the analysis and result.
RESEARCH DESIGN
I propose to conduct a intensive primary and secondary research to understand the full impact
and implication of the industry to review and critique the industry norms and reports, on which
certain issues shall be selected , which I feel remain unanswered or liable to change , this shall
be further taken up in the next stage of exploratory research .This stage helps me to restrict
and select only the important question and issue, which inhabit growth and segmentation in
the industry.
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SOURCES FOR DATA COLLECTION:
structured manner of collecting data for conducting experiment. The nature of the
questionnaire is very inductive and fundamental. It has been kept in a proper framework to
i) Observation
iii) Surveys
v) Experiments
Among these, ‘survey method’ was selected to collect the primary data. The data has been
Secondary sources
Information was collected from secondary sources such as customer survey, newspapers
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Beside these the use of Internet was also made in collecting relevant information. The data
collected from the above mentioned sources has been adequately structured and used at
Pamphlets.
Newsletters.
Pictures.
DATA COLLECTION
Data collection took place with the help of filling of questionnaire. The questionnaire method
has come to the more widely used and economical means of data collection. I found it essential
to make sure the questionnaire was easy to read and understand to all spectrums of
people in the sample. It was also important as research to respect the samples time and energy
hence the questionnaire was designed in such a way that its administration would not exceed
The first hand information was collected by making the people fill the questionnaire. The
primary data collected by directly interacting with the people. The respondents were contacted
at their workplace and home. The data was collected by interacting with 100 respondents
consisted of house makers , students ,businessman ,professionals etc. The required information
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SAMPLE SIZE
I have targeted 100 people in the age group of 10-60 yrs for the purpose of the research. The
target population influences the sample size. The target population represents the people from
The details of our sample and data representation are shown in chapter-3.
Bar chart (Bar charts will be used for comparing two or more values that will be
frequencies).
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UrbanClap works on 2 software’s
SLACK
SHERLOK
SLACK
Slack is a cloud-based set of proprietary team collaboration tools and services, founded
by Stewart Butterfield N Slack began as an internal tool used by his company, Tiny Speck in
the development of Glitch a now defunct online game. The name is an acronym for
"Searchable Log of All Conversation and Knowledge". Slack was launched in August
2013.[18] In January 2015, Slack announced the acquisition of Screen hero In March 2015,
Slack announced that it had been hacked over the course of four days in February 2015, and
that some number of users’ data was compromised. That data included email addresses,
usernames, hashed passwords, and, in some cases, phone numbers and Skype IDs that users
had associated with their accounts. In response, Slack added two-factor authentication to their
service.
Slack used to offer compatibility with the non-proprietary IRC and XMPP messaging
protocols, but announced in March 2018 that it would close the corresponding gateways by
May 2018.
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In August 2018, Slack bought IP assets of Atlassian’s two enterprise communications
tools, HipChat and StrideWhile no longer using an IRC backend, Slack offers many IRC-like
features, including persistent chat rooms (channels) organized by topic, private groups and
direct messaging.All content inside Slack is searchable, including files, conversations, and
people. On the free plan, only the 10,000 most recent messages can be viewed and
searched. Users can add emoji buttons to their messages, which other users can then click on
Messaging
Public channels allow team members to communicate without the use of email or group SMS
(texting). They are open to everyone in the chat provided they have first been invited to join
the client. Private channels allow for private conversation between smaller sects of the overall
group. These can be used to break up large teams into their own respective projects. Direct
messages allow users to send private messages to a specific user rather than a group of
people.[26] Direct messages can include up to nine people (the originator plus eight people).
Once started this direct message group can be converted to a private channel.
Integrations
Slack integrates with a large number of third-party services and supports community-built
integrations.] Major integrations include services such as Google Drive ,Trello Dropbox
HerokuIBM and Zapier In December 2015, Slack announced their app directory, consisting
of over 150 integrations that users can install.[31] In March 2018, Slack announced its
partnership with the financial and human capital management firm Workday; Adding to
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slack’s list of plugins. This integration allows Workday customers to access features from
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SHERLOCK
Sherlock, named after Sherlock Holmes, was a file and web search tool created by Apple
Inc. for Mac OS (not to be confused with macOS), introduced with Mac OS 8 as an extension
of the Mac OS Finder's file searching capabilities. Like its predecessor, it searched for local
files and file contents, using the same basic indexing code and search logic found
in AppleSearch. Sherlock extended the system by enabling the user to search for items through
the World Wide Web through a set of plugins which employed existing web search engines.
These plugins were writtenas plain text files, so that it was a simple task for a user to write a
Sherlock plugin.
Sherlock was replaced by Spotlight and Dashboard in Mac OS X 10.4 Tiger, although Apple
continued to include it with the default installation. Since most of the standard plug-ins for
Sherlock provided by Apple itself no longer function, it was officially retired and removed in
visitors per day and 85,650 daily page views which may earn a revenue of $171.00/day from
different advertising sources. Alexa world traffic rank is 28,273 and Alexa India rank is 1,876.
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CHAPTER 3
UrbanClap is India's largest home services marketplace. The platform helps customers hire
trusted professionals for services like salon at home, cleaning, plumbing, carpentry, interior
design, wedding photography, yoga training etc. Since its inception in 2014, UrbanClap has
built a network of 100,000+ hand-picked service professionals, and served over 2 million
Operational Revenue
50
45
40
35
30
25
20
15
10
5
0
FY 18 FY 17
Fig-1
Shows operational revenue
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On-demand home services marketplace UrbanClap saw its operational revenues jump 309%
to about Rs 45 crore in FY18 from about Rs 11 crore in FY17. Backed by Bessemer Venture
Partners and Vy Capital, the firm also managed to reduce losses by 25% to about Rs 50 crore
April 2018 UrbanClap clock Rs 8.75 crore in operational revenues with commission revenues
at Rs 7.25 crore and another Rs 1.5 crore worth of products sold to professionals. “Our cost
base has remained largely flat over the past two years while we have seen steady and solid
growth in business. The aim is to build a large-scale business and hence UrbanClap will
For Urban Clap, its operating revenues comprise commission on services delivered and
revenues from sale of products with commissions forming almost 85% of the pie.
Commissions on services delivered typically form about 10-20% of the ticket size across
categories with some categories, such as beauty, on the higher end of the commission
spectrum. The company claims to have bagged 4,50,000 orders with an average order value
of Rs 1200-1500 in April alone, even as the gross transaction value of services sold stood at
about Rs 50 crore for the last month. UrbanClap has also managed to bring down its monthly
cash burn to under Rs 2 crore in FY18 from about Rs 7 crore last year, Bhal claims. The firm
also has cash reserves of about Rs 220 crore to further invest in growth areas and build some
of the less frequently transacted categories. While beauty and appliance, are top categories
for UrbanClap.
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Revenue Generated by Various Services
25%
25%
Fig-2
Depicts revenue generated by
various services at UrbanClap
Fig-2 Shows the revenue generated by various services at UrbanClap. It is observed that 65%
of the revenue is being generated by 2 services salon at home and spa at home. So it is rightly
said that these two services are working as a blood of the company, which means salon at home
and spa at home are the 2 services which contributes 65% of the total revenue to the companies
profit.
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Preferred Gender of Trainer
18
82
Male Female
FIGURE-3
As per data of 100 customer fig-3 depicts that only 18% of customer requested for female
trainer and rest 82% of customer want male trainer across Delhi Ncr. UrbanClap tries to
increase the demand of female trainer but due to unavailability of female trainers in market
UrbanClap fails to achieve its target, which is to increase the demand of female fitness trainer.
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TYPE OF TRAINER
70
60
50
40
30
20
10
0
Normal Premium Standard
FIGURE-4
Depicts Type of trainer
required.
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The fig-3 shows that 18% of the customer requested for normal trainer which is category for
female trainer. 17% of the customer requested for premium trainer which is a category of male
trainer in which the customer has to 8000 for 12 session whereas the base charges are 6000 for
12 session. The premium trainers have more experience than standard trainer and have more
knowledge about injuries as well, so here customer has to pay 2000 more if he/she wants to
hire a premium fitness trainer. 64% of the customer requested for standard trainer which is
more than normal and premium category. In standard category customer has to pay 6000 for
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Trial Status
41%
59%
FIGURE-5
Fig-5, Depicts status of trials as before buying the package of 6000, 7200 & 8000. Customer
placed a request for trail and he/she is been charged 99 rupees for that. Once the customer has
booked the trail he/she has to just wait till the time UrbanClap provides them a trainer
according to their needs and wants. This fig shows that out of 100 trials only 59 can get
completed, which means 59% of the trials get completed and rest 41% of the trials get
cancelled. The reason for 41% of cancellation of trials are- sometimes the customer places the
request by mistake another reason is that the customer needs to travel urgently, family issue
and emergency is another one of the main reason for trial cancellation, one of the biggest issue
that I face during my internship was that the customer was busy in his work and time schedule.
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UrbanClap aims at reducing the trail cancellation ratio as it reduces the revenue of company.
And decrease in revenue amount is a matter of great concern for any firm. So UrbanClap aims
at increasing the trial completion ratio and decreasing the trail cancellation ratio.
25%
Yes
No
75%
FIGURE-6
Fig-6 Depicts Medical issue faced by respondent, The fig shows that 25% of the respondent
are facing any serious medical issue where as 75% of the respondent are fit and healthy.
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Satifaction Level of Respondents
Very Satisfied
14%
Normal
43%
Normal
Satisfied
Satisfied
43% Very Satisfied
FIGURE-7
Fig -7, Depicts the satisfaction level of customer. In the above graph it shows that Only 14%
of respondents are very satisfied with urban clap services while, 43% are satisfied and 43%
are neutral, Which means UrbanClap needs to deliver the services more effectively and
efficiently as they only have 14% customers who are very much satisfied with their services.
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CHAPTER 4
50% of the company’s revenue is being generated by 2 services i.e. Salon at home and
Spa at home.
Out of 100 respondents 82 respondents preferred male trainer and rest 18 respondents
59% was the trail complete ratio and 41% was the trail cancelled ratio.
75% of the respondents were medically fit while 25% were not.
The above graph shows that 14% of respondents are very satisfied with UrbanClap
Services, while 43% are satisfied and rest 43% are normally satisfied with UrbanClap
services
Since UrbanClap operated in service industry so customer satisfaction matter a lot for them. If
any company wants to be successful in service industry they really need to work on customer
satisfaction, here customer preferences and choices are given priority, so as to provide them
what they actually want but in this dynamic environment which keeps on changing it becomes
difficult for the firms to cope up with the needs and wants of customer. Every customer has
its own choices and preferences or we can say choices and preferences differ from individual
to individual and that becomes challenging for the companies to provide right quality and
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It is necessary for an organization to interact and communicate with customers on a regular
required to learn and determine all individual customer needs and respond accordingly. Even
if the products are identical in competing markets, satisfaction provides high retention rates.
For example, shoppers and retailers are engaged with frequent shopping and credit cards to
gain customer satisfaction, many high end retailers also provide membership cards and
discount benefits on those cards so that the customer remain loyal to them.
Higher the satisfaction level, higher is the sentimental attachment of customers with the
specific brand of product and also with the supplier. This helps in making a strong and healthy
customer-supplier bonding. This bonding forces the customer to be tied up with that particular
supplier and chances of defection very less. Hence customer satisfaction is very important
panorama that every supplier should focus on to establish a renounced position in the global
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SUGGESTIONS:
LIMITATIONS:
Intangibles- Unlike products, services are intangible. This means that there is nothing
Individuality. Many services are completed to meet the needs of one individual or firm.
Mistrust.- In many cases, potential clients are more likely to mistrust service providers
than products. If a client purchases a product that he is not happy with, in most cases,
he can simply return it. But in the case of services, the damage is already done.
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BIBLIOGRAPHY:
1) https://www.urbanclap.com/
Accessed on 24/07/2018
2) https://careers.urbanclap.com/
Accessed on 30/07/2018
3) https://economictimes.indiatimes.com/small-biz/startups/newsbuzz/urbanclap-revenue-
up-309-losses-down-25-in-fy18/articleshow/64008938.cms
Accessed on 04/08/2018
4) https://yourstory.com/2015/04/urbanclap/
Accessed on 20/08/2018
5) https://www.linkedin.com/company/urbanclap/?originalSubdomain=in
Accessed on 24/08/2018
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APPENDICES
QUESTIONNAIRE
1) Name-
2) Age-
3) Phone no-
4) Address-
Male
Female
Couple or Group
Male
Female
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8. What time generally you would like to take sessions.
6 to 7 AM
7 to 8 AM
8 to 9 AM
9 to 10 AM
After 10 AM
Yes
No
Very satisfied
Satisfied
Normal
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