Required Assignment 4.

2:
Understanding Disruptive Positioning

Aarti Kumar

Suggested time: 90 minutes

Assignment Instructions

For this assignment, think of a product category where you see a gap for disruptive positioning. It could
be within the industry you work in or any other.

Note: This is a required assignment and counts towards your programme completion.

Describe a product category and then discuss what would one good position option be? What type of
disruptive position does it follow?

The Product Category I want to talk about today is Real Estate E-commerce. We have Real Estate E-
commerce products like MagicBricks.com, 99 Acres.com, No Broker.com etc. Currently all these digital
products are limited to provide a platform that connects a buyer to potential seller/broker. A buyer can
select the kind of house they are looking for (apartment, villa, land, commercial property) etc. see the
options with images and other details and choose to express Interest so that the buyer or broker can
connect with them. Post this the process is completely offline.

A good Position option is to provide an End-to-End Digital solution that caters from not only
browsing options to buying a property and completion of sale. Basically, a platform that digitizes the
end-to-end process of selecting the house to possession of the house.

The disruptive position it follows it Breakaway positioning. The solution provides not only the basic
facilities that current products provide but also creates a new product category in Real Estate E-
commerce that caters to automation of all manual/ offline steps that are currently involved in
purchasing a house.

The intention with this product will be to digitize maximum number of steps that are involved the
whole process of buying or selling a house and create a new lean customer experience for the end
customers. I strongly believe that Real Estate is a booming market and this is a major pain points that
exists amongst the existing user segment. Hence this Product Positioning will make sense for the Real
Estate E-commerce market.

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Talk a little bit about why the suggested position is a good idea? How would it address the current issues within that category?

Let’s talk about why this positioning is great idea.:

1. Differentiation from Traditional Real Estate Ecommerce Platform- currently we see no major competitor presence in the market that
provides a complete end to end solution.

2. Unique Features – Digitizing major features like Digital Payment Settlement, Automated Mortgage Deeds, Authentication, Digital
Signatures by parties involved can give this product a cutting edge in the market and also take the first mover advantage.

3. Creates a New Product Category – This product has the potential to create a new product category for real estate sale and purchase
solutions.

4. Taps into New House Buying Experience – This can also create a new Housing Purchase Experience for end customers.

Current Issues:

1. Extensive Offline Processes /Physical Documentation – Currently there are number of offline steps involved in the process of buying and
selling of a house. There is physical documentation involved and the presence of too many stakeholders makes the process cumbersome
and not lean.

2. Lack of Transparency – No Notifications, status updates are currently there in the process

3. No Process of validation /Authentication - It is hard to identify the legit brokers, Lawyers, their details beforehand we get into the
process of purchasing a house

4. Offline Fund Settlements – Another major pain point in this process is offline fund settlements. There is always a fear of scams/delays etc.

5. No Existing End-to-End Solution – There is no such solution that exists in the market as of now which is a good solution for an end sale
and purchase experience

More thoughts.

Let’s talk about unique features the product can offer

1. Automated /Digital Features: Features like online settlement of funds, automated mortgage deed generation, online registration etc. can
act as a USP of the product

2. Hiring of Authenticated Broker, Lawyers etc: Developing a platform where you can know details about your broker, can hire lawyer have
recommendations etc. is big add on to the existing solutions in the market

3. Transparency – Features like Notifications, Status, Blocker Updates

Challenges I See for the launch of this product

1. Legal/Compliance Approvals - There are multiple legal and compliance restrictions and requirements that we will have to cater to.

2. Product Positioning – Positioning needs to be done keeping in mind which stakeholder we want to target incl. Lenders, Brokers, End
Customers

3. Onboarding of multiple Stakeholder – Influencing and enabling stakeholder onboarding will also be a key challenge

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