We regularly interact with a lot of people around us and notice

problems they face on a day-to-day basis. As a product manager

you have a keen eye for such hurdles and acknowledge the
need to work on it.

Tell us about a real-world problem that you have observed

around you which can be solved using a digital product.

Deepanshu Gupta
2018A8PS0428P
f20180428@pilani.bits-pilani.ac.in
v.nnd.2015.06
CONFIDENTIAL
 ● Why did you choose this problem and what potential impact can
solving it create?
● Which parts of the problem will you solve for first and why?
● How will you use technology to solve it?
● How would you measure whether the chosen solution is working?
● What might be the reasons for this chosen solution to fail?

v.nnd.2015.06
CONFIDENTIAL
Problem
Background - A large number of Indian youngsters live away
from their families in pursuit of their careers. However, this
comes at an opportunity cost of missing healthy and freshly
prepared home-made food.
Definition- Unavailability of subscription based online
food delivery options offering affordable and
personalized home-style meals for people living away
from home
Goal: To normalize eating out as a healthy alternative to
home cooked food while ensuring pocket-friendliness
" A good home-cooked meal is like Money. We never have a true idea of its value until we lose it."
Selection of the problem:
With the pandemic receding, many offices and
educational institutions have started functioning offline
again. Due to this, a large number of youngsters are
relocating to metro cities and will eventually face the
problem of arranging food.
Despite the fact that there are various methods to
arrange delivered meals in metro cities, none of them
can provide a truly home-like experience!
I look at this problem from a dual perspective. The two
biggest problems for young food enthusiasts in metro
cities are finding affordable and personalized
home-cooked meals.
User Personas
Rudra Kapoor
Age 23 | Bangalore
Works at Dunzo
About him : He either orders food online or
goes out to eat whenever he has time. He
has hectic schedule during office hours.
Pain points:
● He has to place orders repeatedly
● He gets caught up in paradox of
choices therefore wastes a lot of
time everytime while ordering
● Many a times, he orders his lunch
late due to busy schedule
● Sometimes, he even has to miss it
due to variable time of delivery
Needs : Subscription based
Maya Jain
Age 16 | Delhi
Preparing for NEET
About her : She has subscribed to a
local tiffin service on a monthly basis.
She comes from a middle class family
Pain points:
● Tiffin service provider has a
boring menu and she don’t have
a choice on a particular day
● Whenever she goes out to some
eatery, she cannot cancel her
tiffin and is charged for that also
● She does not have other
affordable choices
Affordable Timely delivered
Akarsh Shroff
Age 27 | Hyderabad
Works at Servicenow
About him : He has hired a cook who visits
him twice a day in his rented apartment. She
packs his lunch everyday in the morning itself.
Pain points:
● He loves freshly prepared hot served
meals instead of carrying a lunchbox
● He is fed up of telling his cook to use
less oil in meals
● He doesn't like spending time on
buying ration for kitchen
● He loves to eat north Indian cuisines
but her cook don’t know many of them
Customized Home style meals
Problem Analysis
Target Group:
Working Professionals: 10 M
Students : 12 M
(Internet resources and Guesstimates)**
Any existing product which
can solve the problem with
some additional features?
Before moving ahead….
Let us also see some pain points of TSPs
Impact: Indian Food Service
Market is highly under
penetrated and it is likely to
grow at moderate to high
speed. India Food Service
market is forecasted to reach
USD 95.75 billion by 2025,
registering a CAGR of 10.3%
for the five years (2020-25).
About Zomato:
Advantages with Zomato:
Zomato is an online restaurant
aggregator which offers customers an ● Highest no of delivery partners
online platform to discover restaurants, ● Huge customer base
book a table and order food delivery ● High user engagement
Why zomato? Reach: 525 cities(India) MAU: 32M *
Why Tiffin Service Providers(TSPs)?
- TSPs prepare food in homestyle
1. Low visibility - need advertisements fashion
increasing expenditure - TSPs follow subscription based
2. High operational costs - each TSP will model
have their own delivery network and - Each TSP manages it own
needs additional round to collect empty kitchen and chefs
- TSPs can prepare fresh hot meals
tiffin.
3 times a day
3. Homogenous serving- unavailability of
data storage mechanism to store
individual customer preference at scale
Source (*): https://www.corporateprofessionals.com/articles/zomato-should-you-invest-or-not/
(**):https://www.thehindubusinessline.com/economy/top-5-metros-accounted-for-38-of-active-white-collar-jobs-in-covid-struck-year/article34206935.ece
Solution

Online Tiffin
User journey Profiling of user’s
service Provider
food preferences
(TSP) connect
Zomato
Tiffins

List of TSPs
within 5 km
range
Summary: Market service platform
for TSPs on Zomato with a customer
preference storage mechanism
where users can subscribe meals on Mapping eating
preferences for
monthly/weekly/daily basis best suggestions
 Wireframes and Flow

Subscription Customisable
Scheduling of 6 hrs before
plan selection of
Delivery delivery, users
selection menu items get options to
choose

Flexible and Personalized

affordable selection of
subscription
meal portions
plans 1 hr before
delivery, have
portions acc.
to appetite
Users can
change their
delivery dates

“Hassle free
homely meal
experience”

v.nnd.2015.06
CONFIDENTIAL
 Metrics to track Possible reasons to fail
Acquisition ● Convincing TSPs for standardized meal
● No. of TSPs onboarded plans
● Increase in new feature users ● Less TSPs onboarded- Few options
● Low margins for Zomato; High delivery
Engagement costs
● In house competition with restaurant
● No. of subscriptions in each category-
food
Daily, weekly, monthly
● Orders overload on one particular TSP
● Conversion from daily to monthly
subscriptions (Trust and Good
experience)
● User Retention in weekly/monthly
segments- Repeat subscriptions

v.nnd.2015.06
CONFIDENTIAL
 Case Study - APM Campus Hires
- Learner Experience
Unacademy is India's largest education platform. We have around 50,000 educators
who are changing the lives of over 75 million learners, quite a few of them being from
the remotest places in the country. The success of Unacademy stems from its focus on
making learner and educator experience consistently better. As Unacademy’s CEO
says, “Our entire team is obsessed about giving learners and educators the best
experience.”
Imagine that you are leading the product for learner experience for test prep vertical
(meaning competitive exams like IITJEE, UPSC, CA, Bank exams, etc.) on Unacademy.
Pick a particular problem in the learner experience that can be solved using technology.

Impact: Describe why you chose this particular problem

Pain Points: List down the pain points and solutions to these pain points

Prioritise: Which pain points/use-cases will you solve first and why?

Measure what matters: How would you measure the success in the prioritised use-
cases

Risks: List the risks associated with the proposed solution. If possible, how will you
mitigate these risks?

Strategy: How would solving this problem help Unacademy?

The output of this could look like a 10-15 slide deck or 5-10 pages of a word
document. More details are welcome, however, please restrict the details to the
Appendix.

Case Study - APM Campus Hires - Learner Experience 1

 APM Case study

By: Email:
Deepanshu Gupta f20180428@pilani.bits-pilani.ac.in
2018A8PS0428P BITS Pilani, Pilani Campus -2022
 Anatomy of exams prep
Enrollment An aspirant first chooses
Personalized guidance to
which course and batch
students to help them
to enroll based on tutors
overcome their weakness
and timings
Concept
Mentorship
building

Learning Regular online/recorded

Mock to test performance Cycle classes in a planned
and to give feedback for manner for concept
better results
building
Tests Practice

DPPs for clearing concepts

Doubts and study material like
Resolution of problems in
notes etc for revision
understanding concepts
and solving problems

Well Bing
Age 16 | Manipur
IIT-JEE aspirant
About him : He lives in rural North east India.
Topper in 10th but only person in his small
village preparing for IIT. Introvert.
Pain Points
● Shy to speak up and while texting his
doubt gets ignored in lots of chats during
lectures
● Many a times he can’t attend live
lectures and while seeing recorded
videos again he can’t ask his queries
1. Priority attention to his doubts
Needs
by educator
2. Async clarification of concepts
and queries
User Personas
Nikhil Jain
Age 21 | Hyderabad
Preparing for NEET
About him : It is his 3rd attempt and he
mostly comes to app for revision. He aims
to ace this time with more practice
● Mock test results don’t give him a proper
idea of his rank as students indulge in
cheating in tests
● He usually gets distracted by other things
when he reaches out to his peers for help
in study on social media
1. Motivation to improve via
healthy competition
2. Focus time while studying
without any distraction
Aditi Goel
Age 27 | Chandigarh
UPSC Aspirant
About her : She is an IT professional.
Preparing part time for her first attempt.
She loves debating and is Twitter Queen.
● Wastes a lot of time searching for good
articles on some topic or event
● Wants to engage in peer discussions but
hesitates to participate in telegram groups
due to anonymous users and fear of
harassment
Problems & Prioritization
 Advantages of Peer Learning
Problem “Bhai tune itna sara kar

in depth liya?? Chal main bhi

speed up karta hun fir”
● Motivation to catch up the
preparation pace of other group
members

Learning happens most ● Can help each other understand a

optimally when there is a
two-way effective
communication between
the seeker and the tutor.
concept if facing difficulty
“Sometimes, I feel so
● Learn and improve from each other’s
dissected. I need to find
some friend with whom qualities. Get to know different
I can discuss my queries approaches.

● Gives room for healthy competition

Many of the online learners have ● Easy and quick doubt resolution
this biggest pain point that feel left
alone and can’t connect with fellow ● Resources and study material can be
learners who are at the same pace shared with each other
 Solution: Study Buddy groups
Form your study group: Discuss Share Solve Grow

To join a study Profile matching

group, users need Connect with peers
to complete their to Share resources
You can chat with
find the best match with you peers
your peers
for them that you found
regarding studies
or in-gen about life useful
Users can fill their
weak/strong topics If you are
You can ask
and their general satisfied with the
your doubts and
interests and hobbies explanation, you
solve other’s
can mark it
doubts
Matching algorithm The doubt solver
groups users in such You can see all the will get reward
a way that they can earlier discussed coins for
complement each doubts in summary successfully
other in their learning solving the doubt
 Success Metrics
North Star Metric: Avg. no. of hours spent in group activity per user

Product Metrics: Tech Metrics:

1. Acquisition: a. # of successful image uploads

a. # of people joining a study group # of total upload attempts
# of Total subscribers a. Turn-around-time= Time taken to allot a group
1. Activation:
a. # of users posting/solving a doubt
within 3 days of joining a group Business Metrics:
2. Engagement:
a. DAU, WAU a. % change in paid subscribers
b. # groups with active chat b. Conversion rate: Free to paid subscribers
Total no of groups c. Increase in Avg. revenue per user
1. Retention: d. % change in Customer Lifetime Score
a. # users coming back and engaging in e. Net Promoter Score
groups every week
 Risk Callouts

Inactive Groups Cyber Bullying Increase in App size

Pitfalls

Some study groups may Some users may resort Some students might
become inactive due to to using foul language find extra data
less participation from causing inconvenience consumption
group members. to other learners troublesome.

Some members can be Users will be given an Eliminating files inside apk
Solutions

moderators and can be option to report any which are less used. For
incentivized to keep the such users and they will instances: add-ons like CAT
group active be blocked from app courses for JEE students.
For short-listed students only

Case study assignment

Problem statement: How would you increase daily customer orders of Swiggy by
10x in 12 months?

● Put together a directional plan stating any/all assumptions you have made in
your plan

● No detailed computations are required

● Use any document format you are comfortable with (Word/ Powerpoint) to
clearly communicate your thoughts; Max 3 pages

● Send in the final versions of your case studies to the PCom

● Deadline for submission: Wed, 5 Jan at 8pm

 PA Case study

Problem Statement: 10x Growth in

Swiggy’s daily customer Orders
By: Email:
Deepanshu Gupta f20180428@pilani.bits-pilani.ac.in
2018A8PS0428P BITS Pilani, Pilani Campus - 2022
 Breaking down the problem Problem Analysis

Assuming that in existing online food business, Swiggy has

For 10x Growth:
40% market share and even if in 12 months it acquires 100%
market share it will be 2.5x growth. Therefore, both the no of
# of customers * # of daily orders per user customers as well as daily orders per customers need to grow
Can be increased by simultaneously.

Hence, he most impactful things to achieve 10x growth:

Newly acquired
● New market segment
● New Geography
Repeat users
● New offering to already
existing customers
Increasing ease of ordering 1.
Increasing recurring Orders 2.
Making customer experience
more delightful to retain users
Acquiring new customers by entering into
untapped markets
Focusing on increasing recurring orders as food is
something which is required 3 times a day
Unmet User Needs

Who are we solving for? Food Groceries

Currently, Swiggy users mostly In grocery, specially for

Traits Students Working Professionals order food from restaurants. perishable goods Indian
●Tech Savy Living away There are minimal options for customer do not easily trust
● High Stress from home
●Less Time Bachelors Householders home-style healthy food which the freshness of products like
can be orders for daily meals. fruits, dairy products etc.
 Solutions
A. SWIGGY DABBA Strength Weakness
A. Scope of huge A. Dependency on
● Market service platform for Tiffin Service daily consumption existing network of
Providers (TSPs) on Swiggy with flexible among existing users TSPs
delivery dates and personalized meal plans
● This service can be subscribed on a weekly or B. Delivery expertise B. Delivery distance
monthly basis of Swiggy and scope will increase hence
● This service will bring high retention rates of more grocery high operational costs
especially in students and young professionals purchase parallely
S W
B. SWIGGY FRESH Opportunities Threats
O T
● Swiggy can disrupt the supply chain of fresh fruits, A. Large no of
vegetables and dairy products by providing direct A. May affect the
youngsters living food orders from
market linkages of fresh farm produce to its customers. away from home
● Swiggy create its own “dark green farms” and can also restaurants a bit
offer niche products like organic products or exotic B. High Margins
varieties to set it at par with its competitors. B. High competition
due to elimination with other entrants
● Through compelling market strategies and building trust
of middlemen
among users, perishable goods can create huge amount
of recurring orders as they are required on a daily basis
 Prioritization

Swiggy Dabba wins over Swiggy Fresh both in terms of Reach and Impact.
SWOT analysis tells us that Swiggy Dabba falls in more alignment with existing strengths of Swiggy i.e.
1. Efficient Delivery expertise 2. Online food ordering user base

Designs and flow Profiling of user’s food preferences Subscription plan

selection

Flexible and
affordable
subscription
plans

Scheduling
of Delivery

Users can
Mapping eating change their
preferences for delivery dates
User journey best suggestions