LIVE CHALLENGE #164

Improving adoption and

engagement of

Sahil Luthra

f20200847@hyderabad.bits-pilani.ac.in
Overview Problem statement User Persona Problems Features(1-4) Solutions GTM strategy Market Sizing Metrics

About minis on swiggy

Swiggy mini is a self-serve platform that allows businesses to
set up their online store and reach out and sell to customers -
both local and pan India. Minis on Swiggy allows sellers to build
VISION their own storefronts, upload product catalogs, and funnel
existing and new customers from various channels to one
Launch your store online with unified selling platform with seamless payments and logistics
integrations, all in a maer of minutes and with no technical
zero commissions
know-how required.

Competitors
Overview Problem statement User Persona Problems Features(1-4) Solutions GTM strategy Market Sizing Metrics

Problem Statement Why to solve this now?

You’ve joined Swiggy as Head of Product and Enhancing adoption and engagement
Innovation, heading Minis. now ensures Swiggy Minis remains
competitive and meets rising customer
expectations
You have been given the responsibility to drive
traction and improve adoption and engagement Increased adoption directly impacts
metrics for Swiggy Minis, focusing on merchant revenue growth and merchant
onboarding and average customer order value. partnerships, contributing to financial
Try to ideate and suggest new features, revamp success.
existing ones, which will eventually drive the A beer user experience and
growth of these metrics. Also suggest new operational eiciency are immediate
revenue models for Minis, if possible. benefits of addressing this challenge.

Solving this issue generates valuable

data for future improvements and
prepares the platform for scalability and
sustainability.
Overview Problem statement User Persona Problems Features(1-4) Solutions GTM strategy Market Sizing Metrics
Priya
24 years old
Fitness Trainer
Priya lives alone in Pune. She values her
health a lot. She prefers smaller,
nutritious meals throughout the day and
relies on Swiggy Mini to order healthy
options.
Pain Points
● The need for balanced, nutrient-rich
meals.
● A busy schedule that limits cooking
time.
● Limited options for healthy
takeaway food.
Core needs
● Access to a variety of healthy
snacks and beverages.
● Assurance of quality and nutritious
options.
● Convenient and quick deliveries
that align with her fitness goals.
Mahesh
34 years old
Grocery store
owner
Mahesh runs a small grocery store and is
generally not that comfortable with
technology within his business. That’s
why he faces challenges when
onboarding to platforms like Swiggy Mini.
Pain Points
● He finds the onboarding process
for Swiggy Mini somewhat
complex and non-intuitive
● Rahul has limited time to dedicate
to onboarding and prefers a
streamlined process
Core needs
● Simplified and user-friendly
onboarding process for Minis
● Reassurance regarding data
security
● Access to responsive and easily
accessible tech support
Ankur
47 years old
Fast Food Chain
Manager
Ankur manages a well-known fast-food
chain with multiple locations. He seeks to
streamline the online ordering and
delivery process by partnering with
Swiggy Mini.
Pain Points
● Managing a high volume of orders
efficiently.
● Ensuring consistency in the quality
of food across different outlets.
● Need for marketing insights to drive
sales.
Core needs
● An integrated platform for efficient
order management and delivery
tracking.
● Quality control mechanisms to
maintain consistent food quality.
● Access to data and analytics to
make informed decisions.
Overview Problem statement User Persona Problems Features(1-4) Solutions GTM strategy Market Sizing Metrics
PROBLEM 1 - Asks for business email too many times
The user journey is as follows - add email,
store name then a link to store will be
created. After that it again asks for email
address. Then choose category, add UPI
details, set pickup address and after that it
again asks for email address. After that add
delivery charges, choose delivery location
and after that it asks for the same email
address for the 4th time.
PROBLEM 2 - Lack of trust on external courier service
̌Merchants on Swiggy Mini
concern over limited access to
the trusted Swiggy delivery
network, preferring it over
external courier services to
maintain consistent quality and
customer satisfaction
PROBLEM 3 - No community feature
There is no proper community
feature where consumers can chat
with the seller and give them a
good scope for improvement. This
can make things more transparent
and generate more trust between
consumers and seller.
PROBLEM 4 - Fluctuations in order volume
Merchants may face
inconsistencies in order
volume, with orders spiking
during certain times and being
slow during others, making it
challenging to manage
inventory and sta eiciently.
Overview Problem statement User Persona Problems Features(1-4) Solutions GTM strategy Market Sizing Metrics

Customer’s screen
FEATURE 1 - Loyalty Program Features

Loyalty Program
Overview By clicking this
A loyalty program for Swiggy Minis will flashcard we can see
reward customers with discounts, many exciting oers for
exclusive oers, or cashback for repeat customers who
orders and encourage customers to frequently purchase
items from swiggy mini.
order more frequently.
Customers can enjoy
free deliveries on
eligible orders

Advantages
● Customers are more likely to order from Swiggy Mini if
Categories
they know they can earn rewards or benefits. These are the
● Customers enrolled in a loyalty program may order categories of
more frequently to unlock rewards products available in
● Satisfied loyal customers are more likely to swiggy mini
recommend Swiggy Mini to their friends and family
● Loyalty programs can be used to encourage customers
to explore new items
Overview Problem statement User Persona Problems Features(1-4) Solutions GTM strategy Market Sizing Metrics
FEATURE 2 - Swiggy account for on-boarding
Seller’s screen Features

Overview
I have added a feature where
customers can directly click on
continue with swiggy account
which will fill their address, name,
personal details and past history
of all orders.
Swiggy mini has a very long
onboarding process which leads
to loss of customers , I have
reduced it to 3 simple steps

Swiggy account buon

Click here to let swiggy mini
extract your information from
your main swiggy account
Overview Problem statement User Persona Problems Features(1-4) Solutions GTM strategy Market Sizing Metrics

FEATURE 3 - In-House Delivery Integration Seller’s screen

Features

Overview In-House Delivery

By clicking this you will
In-house Swiggy delivery refers to the get option to sign up for
use of Swiggy’s own delivery partners, in-house delivery, where
typically Swiggy employees, to handle you can buy monthly or
the delivery of orders placed through yearly subscriptions.
Swiggy mini You can also track the
delivery boy from this
feature
Revenue Model
● Swiggy can charge customers a delivery fee for each
order, a portion of which contributes to revenue
● During peak hours or high-demand periods, Swiggy
may implement surge pricing, where the delivery fee is
higher
External Delivery
Terms and Conditions Partners
● Swiggy may set a specific delivery radius within which Here you can explore
in-house delivery is available. various delivery partners
● Swiggy may specify the operational hours during like Delhivery, DTDC,
which in-house delivery is available. Shiprocket etc which are
● Swiggy can outline policies for order cancellations, mainly used for shipping
including any fees or penalties for cancellations by items from one city to
another
customers or restaurants.
Overview Problem statement User Persona Problems Features(1-4) Solutions GTM strategy Market Sizing Metrics

FEATURE 4 - Mini Communities

Customer’s screen
Features
Features

Overview Search
Mini Communities are virtual spaces or Browse new
groups created within the Swiggy Mini communities and join
platform to connect users with similar them for free
interests, preferences, or behaviors
with the seller

Create a Community
Create your own
community and
engage people
Advantages
● Allows customers to share their own experiences with
various business and recommend the best one to
Your Communities
others List of all the
● Sellers can take feedback from the customers communities you
● This can help build a sense of community and have joined, just tap
engagement. them to access
● Swiggy can collect valuable data on user behavior,
preferences, and trends within these communities
Overview Problem statement User Persona Problems Features(1-4) Solutions GTM strategy Market Sizing Metrics

Reach Impact Eort Confidence RICE Priority

Solution (% per 100 (1-5) Score
users)

Loyalty Program-Program that oers 95 4 5 90% 0.68 1

exclusive benefits, including free deliveries,
discounts, and rewards, encouraging
customer retention and frequent orders.

Easy on-boarding- Multiple step

on-boarding is reduced to just 3 steps by 50 3 4 70% 0.26 4
using personal details from swiggy account
of the seller

In-House Delivery Integration- Swiggy

uses its own delivery partners to fulfill orders, while 85 2 3 80% 0.45 3
generating revenue through delivery fees and
subscriptions.

Mini Communities-Interactive
groups within the Swiggy Mini platform
where users with similar food preferences
80 3 4 80% 0.48 2
connect and share recommendations..
Overview Problem statement User Persona Problems Features(1-4) Solutions GTM strategy Market Sizing Metrics

Go-To-Market Strategy

Feature Development Feedback

Market Research
Research about the
existing market, potential
risks, competitor oerings
and user needs
Design and develop Beta Launch Work on the suggestions
features according to the Enroll a sample of users for and feedback given by the Final Release
prioritization done in the beta launch of the new users before final launch Fix all the bugs, rework on
previous slides feature. the feedback, and then
launch the final version

Post Final Release

Referral Programs

Implement referral programs where existing

Influencer Collaborations
Partner with relevant influencers who align with your
brand and have a strong presence on social media. They
can promote your products or services through their
posts and stories, reaching their engaged audience.
Marketing Campaigns
Launch marketing campaigns to promote
Swiggy Mini, highlighting its unique features,
convenience, and aordability through various
online and oine channels.
users can refer friends and family to Swiggy
Mini in exchange for discounts or rewards.
Cross-Promotion
Cross-promote Swiggy Mini with other
Swiggy services, such as Swiggy Super, to
encourage subscription sign-ups.
Overview Problem statement User Persona Problems Features(1-4) Solutions GTM strategy Metrics & Pitfalls
METRICS
North Star
Metric
Average order value and
number of merchant sign ups
per month
Other Metrics
Acquisition and Activation
● Measure the average delivery time for
in-house delivery orders and compare it to
orders with external delivery partners.
● Time required to on-board by using swiggy
buon vs by manually filling out all the
details
● The number of users who join and
participate in Mini Communities over per
month
Engagement
● The average time users spend within the Swiggy
Minis app during a single session.
● The percentage of users who adopt and use
specific features within the app (e.g., personalized
recommendations, loyalty program).
● Measure the level of activity within Mini
Communities, such as the number of posts,
comments, and discussions
Retention
● The percentage of onboarded merchants that
continue to actively fulfill orders on Swiggy Minis
● Measure the percentage of customers who remain
active on the platform due to the loyalty program.
Satisfaction
● NPS - How likely is the user to recommend the
app to others
● The percentage of orders prepared and
delivered accurately by the participating
merchants.
Indicators
● Ratings and reviews on:
PITFALLS
Communities may not gain
traction if users are not interested
in participating, resulting in low
engagement and limited value
Implementing and maintaining a
loyalty program can be expensive,
especially if the rewards and
discounts oered are generous
and not just a mere scam
In-house delivery network requires
careful coordination, and
operational challenges which will
cause more burden on the swiggy
team. This may lead to delays or
miscommunications which can
cause customer dissatisfaction.
Thank you