To drive ease of use and repeat visit behaviour on the platform

Live Challenge no. 67

MVP for a Transportation Start-up

Sumit Mallick
IIM Kozhikode
 Market Research User Personas Pain Points Recommendation Conclusion

GOAL : To drive ease of use and repeat visit behaviour on the platform

The current truck driver shortage of

MARKET SIZE AND OPPORTUNITY

22% will increase to up to 50% by India’s logistics service sector itself is expected to
2022 – leaving at least half of Indian grow from $ 115 billion to $ 360 billion by 2032.

CURRENT SCENARIO (INDIA)

trucks under-utilized and amounting
to billions of dollars in opportunity The transport management system (TMS) market in
costs India is estimated to register double-digit CAGR

COST
from 2019 to 2028
2.3 Million estimated no of trucks
remain idle everyday. ₹4,19,750 With an expected population of more than 1.50
Crore revenue loss every year is billion the demands on India’s the transport sector
incurred due to idle trucks. will increase considerably.
About 75% of the truck supply in India is done by small
owners (with five or fewer trucks)

Fragmentation Lack of information

MAJOR INEFFICEINCIES

High fragmentation levels on both Lack of such information prevents truckers

the demand and supply of vehicles from exploring new routes, limiting asset
lead to inefficiencies in the industry. utilization and decreasing their efficiency.

Limited digital capabilities

High cost As the ground logistics industry has remained largely
In addition to slowing down the business, these unorganized, it has lagged behind in terms of
layers of intermediaries eat into truckers’ technology-driven service enhancements, such as live
margins and add to their operating costs. tracking, security features, analytics.
 Market Research User Personas Pain Points Recommendation Conclusion

Owns 2 warehouse
Owns 3 Trucks and Drives Truck and
for shipment and
2 Extra Duty trucks small mini trucks
logistics

AKASH , Age -43 Bonny , Age -33 Sourav , Age -29

Needs: Needs: Needs:

Wants to reduce truck idle time Wants to efficiently manage Ease of getting jobs
Ease up booking process logistics Traffic Navigation
Wants to track shipments Traverse through road
delays

Pain points: Pain points: Pain points:

Hard to get long distance orders
Hard to track the movement of
vehicles
Difficulty in renting space
Keep track of movement of
good and billing services
Want to use vehicle efficiently
like to get pickup from the
drop off location
Need help with knowing the
drop location
 Market Research User Personas Pain Points Recommendation Conclusion

MAJOR PAINPOINTS

Customer Transparency: Driver Shortage:

Customer expect to be kept updated about Huge shortage of driver because of the line
their delivery so they can plan accordingly. of work is under paid and unorganized

Transportation Cost: Efficient and Hassle Free Journey :

It account for a large chunk of total The delivery process needs to hassle free
expenses. for the driver and so is scheduling delivery

Managing Paperwork: Invoices:

It is currently hectic to get them done It accounts for major disputes among the
(BOLs, DRs, etc.) stakeholders
SOURCES
 Market Research User Personas Pain Points Recommendation Conclusion

We looked into all the constraint and found Mobile based application will be the best MVP to be released
for its ease of use and since this is heavy operational based role , the product should be handy.

Driver
Side

Assumption:
Supplier or Customer 1. Almost all of the personas have knowledge
Side regarding basic use of smart phone.

2. All the stakeholders have smartphones

 Market Research User Personas Pain Points Recommendation Conclusion

PAINPOINT: Managing Paperwork & Invoices

Call feature : To help

connect with the
stakeholders regarding
the journey

Features like renew If some document is found

insurance, update NOCs, missing. REQUEST button
Toll bills, etc. will create appropriate
request order and notify
Rating: Best Rating the stakeholder
means reliable
order supplier

Metrics : DAU, Geo Metric , Average screens per visit

 Market Research User Personas Pain Points Recommendation Conclusion

PAINPOINT: Driver Shortage & Hassle Free Journey

Gives them choice of pickups.

This will ease return pickups
which in turn reduce vehicle
idle time Contact sellers helps driver to
reduce miscommunication

Driver will get the best route

to the location with
information on latest curfews
Giving drivers and and vehicle movement and
suppliers option to chose nearest petrol pumps and
from increases return to food outlet
the platform

Transparency will encourage

driver and in turn reduce
shortage
Papers will be verified
before the trip to ease
up the whole delivery

Metrics : DAU, Geo Metric , Average screens per visit, Daily Sessions per DAU, Orders Cycle Time
 Market Research User Personas Pain Points Recommendation Conclusion

GOAL: Increase Customer Transparency

This interface is for both suppliers and

customers who wish to schedule a pickup

Type of consignment :
Industrial
Event
Household

Place Order : Will take details on the

consignment

This price is auto calculated to

create a similar pricing for all
Track previous consignment trips

Metrics : DAU, Daily Sessions per DAU , No of Orders placed/Day

 Market Research User Personas Pain Points Recommendation Conclusion

Success Metrics :

1.Number of daily active users ( DAU)

2.Daily duration of each active user (DDAU)
3.Number of games played by each user everyday (NGPU)
4.Total session duration of each user (TSU)
5.Average points earned by each user daily. (APPU)
6.Number of matches won and points collected by each user (NMWU)
7.Weekly user drop-off rate (WUDR)

KPI for measuring the Metrics

DAU

WUDR
DDAU

NMWU
Net Promoter Score