Eco-Innovate Challenge

Good Rating System: Building trust in findgood.xyz

findgood.xyz, a marketplace specializing in natural and nature-inspired products, starting

with a diverse range of products in 2019. Zoya, founder of findgood.xyz, struggled with the
selection of products and suppliers. By 2020, over 35% of customers complained about
receiving products that were not actually perceived as natural and organic by customers.
Zoya initially relied upon the strategy that customer feedback would segment the
products, and the products that are not natural will receive lower ratings and will be
removed from the platform.

Clearly, the strategy was not working.

Working out the solution:

The company developed a proprietary rating mechanism called the “Good Rating System”
to overcome this issue, which rates products based on their sustainability index. GRS
evaluates the products on various parameters like ingredients, manufacturing process and
the other data available from the suppliers.

However, like many other e-commerce platforms, findgood.xyz is facing challenges

regarding the transparency of its rating system. Zoya and the senior executive team realise
that the issue is not limited to their company but the whole industry.

Zoya wants to create a perfect platform to allow customers to buy the perfect product and
give the best brands a place to showcase their products. The flaw of transparency and lack
of trust in GRS is a roadblock to her dreams. How can the customers trust that the ratings
are not manipulated? How can GRS work with limited data supplied by manufacturers and
suppliers?

Revenue (in Lakhs Rs) % of complaints

June 2022 14.21 21
July 2022 18.23 34
Aug 2022 23.21 29
Nov 2022 24.34 30

CONSULTORIA
The Consulting & Strategy Club, IIM Lucknow
PGPSM
Problem Statement:

The transparency of product ranges has become a significant concern in the e-commerce
industry, as businesses have been known to manipulate or misrepresent ratings to
influence consumer purchasing decisions. Zoya has hired you as a freelance consultant to
help her navigate the issue and how findgood.xyz can make Good Rating System work for
them.

CONSULTORIA
The Consulting & Strategy Club, IIM Lucknow
PGPSM