Acquisition & Retention Features for Rentomojo

PM School Live Challenge

Submitted by:
Bhaskar Yadavilli
Supply Chain Consultant
 User User
Overview Feature KPIs Prioritization GTM Plan
persona Journey

Problem Statement About Rentomojo

Bengaluru-based startup Rentomojo is a rental • Founding – Dec 2014
platform that provides furniture, appliances, and
electronics (mobiles, laptops) on a monthly rental • Co-founders – Achal Mittal, Ajay Nain, Geetansh
basis. It has positioned itself as an alternative to • Total funding – $70.9M (20 investors)
buying and selling furniture in rental properties.
The ‘Work from Home’ category on the platform • Revenue FY20 Rs. 142.79Cr | FY21 Rs. 105.61Cr
saw a surge in demand for a while when its • Downloads – 1M+ , Last 30 days – 30k
contribution grew from 9% to 25% all thanks to the
pandemic. However, with offices opening and • Monthly site traffic – 1M+ (66% India, 34% USA)
restrictions easing, the kind of growth that came • Operating geographies – 16 Indian cities
during the pandemic has sizzled out.
Goal
To launch new features/streams on the app that
Competition landscape
could acquire new set of users and retain the users
on Rentomojo.
 User
Overview
persona
Divya, 21| Techie|Mumbai
About
Moved to a new city with
a high paying first job in
hand. Spends few months
in this city and rest of the
year at her hometown
Pain Points
Wants to rent the whole
home setup to save her
time. Job is very time
consuming during the
week & she travels every
weekend. Office is 3km
away from her place.
User
Feature
Journey
Bharat, 26| Doctor| Hyd
Working in a metro city
since 2 years and stays
along with his friend. He
wants to upgrade his
whole house setup with
newer models and
designs due to the wear
and tear on existing
furniture.
He is very budget
concerned but also don’t
want to roam around the
city better deals.
KPIs
Aman,30| Founder| Delhi
Running an e-commerce
firm with 30-50
employees since
pandemic with hybrid
work culture. Since
pandemic has eased, he
plans to catchup with
colleagues thrice a week
at office.
Doesn’t want to pay high
rents of coworking spaces
Cant afford to fully furnish
his office by buying.
Prioritization GTM Plan
Archana & Prakash,
Retired, Bangalore
Recently retired couple
wishing to spend more
time with their son in
London. For at least 10
months they want to rent
their furniture in India so
that it doesn’t soil.
No reliable local vendor
to rent their furniture and
appliances while they live
with their children abroad
 User User
Overview Feature 1 KPIs Prioritization GTM Plan
persona Journey

Corporate Package
Target Segment
SME/ start-up founders, NGOs
Need
Small and mid-sized firms which birthed during Advantages
the pandemic or just before that, are looking to
1) Opportunity to cross sell other solutions to office
work from office to promote more social
employees.
conversations. Few hiccups are the high renting
2) Early mover advantage and expertise in bundling
price of coworking spaces and uncertainty of
corporate packages.
pandemic lockdowns.

Proposed solution
A corporate office furniture
offering as a bundle or eaches
allowing customization and more
flexible renting policies.
 User User
Overview Feature KPIs Prioritization GTM Plan
persona Journey 1

• A login screen with corporate

bundles added alongside other
offerings
• User would be able to drop
down and choose the office
category that they would like
to rent from – Some of them
being corporate setup, hospital
setup, college, sports locker
room, shop floor etc…
• Add to cart and final checkout
page let’s the user to finalize
the deal and pay for the
service.
 User User
Overview Feature 2 KPIs Prioritization GTM Plan
persona Journey

New to City Kit

Target Segment
First time job holders, College
new graduates
Need
As the pandemic eases, offices are slowing Advantage
opening up and many people are moving to their
This re-branding of existing offering can help pull new
office base location which are predominantly
comers to the city who otherwise search for local
metro cities. After painstakingly finding a new
dealers.
home, they like to furnish their home with less
effort
Proposed solution
• A new section in the existing packages, focussing
on the people who moved to a new city lately.
• Customizable section containing products bundled
specifically for an unfurnished house.
 User User
Overview Feature 3 KPIs Prioritization GTM Plan
persona Journey

Mojo-Deals
Advantages
Need Target Segment
Due to continuity of renting policy or Very few players offer end to end
furniture solutioning. Early mover Affluent youngsters,
with a hesitation to rent furniture since
advantage. Families
it a mid range ticket purchase, many
people directly look for furniture deals Opportunity to let go of the
instead of renting it. Hence there is a immovable inventory in the form of
market need for selling furniture refurbished goods.

Proposed solution
A new offering which when chose, will land the customer into Rentomojo furniture selling space
offering new or refurbished furniture. Rentomojo can choose to launch their own furniture dark store
or go asset light and tie up with complimentary players. Customer get to filter furniture by Room,
Product, city and price.
 User User
Overview Feature KPIs Prioritization GTM Plan
persona Journey 3

User introduced to a new top of the bar

menu of Rent or Buy
By navigating into the more products
button at the bottom – user is navigated
into the drop up menu where a new
filter of budget is introduced in addition
to the existing filters in rent feature
In the future releases, user can be
introduced to a calculator which will
help them know the savings in renting
vs buying considering all factors.
 User User
Overview Feature 4 KPIs Prioritization GTM Plan
persona Journey

Rent-O-Wheel
Advantages
Need Target Segment
There is a surge in demand for rental Diversify into a new category Youngsters, Delivery
mobility across the tier 1 & 2 cities. bringing more players into direct Agents, Tourists
Many players have tested this ground competition.
but only a handful could sail through Create a new revenue stream and
the pandemic. chance to spinoff a new offering app

Proposed solution
A new category of 2-wheeler rentals on the homepage that allows users to rent a bike for durations
ranging from 1 week to 8 weeks. Available filters would be price, duration, city, zone.
 User User
Overview Feature 5 KPIs Prioritization GTM Plan
persona Journey

Rent-to-Mojo
Advantages
Need 1. New customer acquisition and Target Segment
Many people plan to live in the city of brand building in a new target Middle aged
work for a meagre 2 months and spend segment people, retired
rest of their time in their home town. 2. Might click popular in those employees, Indians
These are affluent or retired and are cities with ageing populations who stay abroad
looking for ways to earn from their such as tier 2 cities. with their children
unused furniture at work city. 3. Niche feature introduction
poised to give Rentomojo an
early mover advantage.

Proposed solution
A new to market feature allowing the target segment to rent their unused furniture to Rentomojo and
earn based on the period of rent by customers. The customer will choose the period for which the
furniture will be on rent and Rentomojo ensures to map it to customers who are looking for period
less than or equal to that period.
 User User
Overview Feature KPIs Prioritization GTM Plan
persona Journey

Feature Specific KPIs

Business model based KPIs Feature Name KPIs to track

Rent-o-wheel Fleet rotation – Average monthly users per 2-wheeler
1. How long a customer is keeping Number of vehicles per 100 registered users
the product
2. Customer Lifetime value New to city kit Percentage of users (opting for bundling / renting
3. Time utilization – How much separately)
time an item is out on rent Rent- to- mojo Property acquisition cost
4. Stock to rental ratio Mojo-deals Inventory Turn-over ratio
5. Income to maintenance ratio Demand forecast accuracy
Carrying cost
Corporate bundle Rent to buy ratio
 User User
Overview Feature KPIs Prioritization GTM Plan
persona Journey

Implementation Priority
Phase 1- Easy wins
• Corporate Bundle
• New to city kit

Phase 2 – Strategic
• Rent-O-Wheel
• Mojo-Deals

Phase 3 – Deprioritize
• Rent-to-Mojo
 User User
Overview Feature KPIs Prioritization GTM Plan
persona Journey

Corporate Bundle Rent-O-Wheels

& & Mojo Deals
New to City Kit Rent-to-Mojo

Estimating the market size, competitor

Market Research study and geographies to target Competitor study and user research. Split Estimate the population interested in buying
the target market into zones vs renting.
Splitting the target marketing into zones

Feature Tie up with partners or acquire assets and Build a new interface or redirect to the
Build the new category in app
Development renting stations selling partner website

Test A/B with existing users as it’s a similar

Pre Launch/Beta offering Pilot launch in metro cities
Pilot launch with best renting categories and
version high turnover brands in select regions.

Measure the KPIs and tweaking the

Feedback Measure the KPIs and modify the Measure the specified KPIs and tie-up with
branding marketing elements. Ensure there
placement, branding or design bank & other purchase offers.
is enough inventory per registered users.

Final Release Roll out through the next update Extend the services to rest of Indian cities Introduce as a new offering as designed
THANK YOU