btribe.

in
Everything MBA!

Agenda

1. Consulting interview breakdown Interviews:

2. Evaluation criteria
3. Building "..............."
4. Case discussion!
5. Q&A

Build strong business acumen

Frameworks

Intro + prelim HR questions

3-4 mins

What are they looking for???

 Primarily around business case discussions 80%

Profitability Revenue impr

Cost excellence

GTM/ Market Entry

M&A
..
..

strong business acumen Business owners

don't work
important because they give you a starting point

+ prelim HR questions Fit Questions Case Interview

0-5 mins ~30-45 mins

are they looking for???

Structured thinking
Prioritization
Logical
Strong communication skills
Thinking on your feet

SELLLLLLLLLL
Q&A
5 mins
btribe.in
Everything MBA!

Lenskart
Date with Peyush Bansal & team
Case statement: Lenskart has built a strong omnichannel business se
while not increasing the spend on marketing (refer d

Case facts: No price increase

Same product range. No new additions/ removal.
There are no supply chain constraints/ challenges
Peyush & team are ready to invest on other avenues
PAN- India Market Leader followed Titan Eye

Market Share % 10%

Market Size INR Mn 125000
Particulars UOM LY/ CY E
Revenue INR Mn 12500
--Online 3125
--Offline 9375
Marketing INR Mn 2500

Marketing Spend % 20%

New customers % 55%

Repeat customers % 45%

# of customers # 5000000
New customers # 2750000
Repeat customers # 2250000

Average revenue per customer INR p.a 2500

Marketing INR Mn 2500

--ATL Spend (mass media) INR Mn 1000
---BTL Spend (Targeted cust spend) INR Mn 1500

Conversion % 7.6%
Online % 2%
Offline % 30%

CAC (Customer Acquisition Cost) INR 545

Fully loaded CAC ((BTL + ATL Spend)/ No. of new customers)
Traffic % 100%
Online % 80%
Offline (footfalls) % 20%

Traffic # 65,789,474
Online # 52,631,579
Offline # 13,157,895

Footfall p.a per store on average # 50000

Stores # 263

Sensitivity
If footfall is expected to grow by 20% yoy, we would need to add 123 stores
If footfall is expected to grow by 10% yoy, we would need to add 158 stores
If footfall is expected to de-grow by 10% yoy, we would need to add 252 stores
 strong omnichannel business selling Eyecare products on the back of excellent marketing efforts and product quality. It is now a mature b
g the spend on marketing (refer data below). Evaluate the feasibility of achieving such an aggressive target.

e. No new additions/ removal.

y chain constraints/ challenges
ready to invest on other avenues if req but not spend on marketing
rket Leader followed Titan Eye India

17% Derived
143750 Secondary research says market is growing by 15%
NY YoY Growth Assumptions
25000 100% Offline focus
6250 100% 3593.75
18750 100% 18750
2500 0% 22,344

10%

60% Client driven assumption/ Market research

40%

8717798 Derived
5230679 90.2%
3487119 55.0%

2868 15% Client driven assumption/ Market research; Model numbers based on historical context

2500
1000
1500

9.4% Derived
3% Client driven assumptions; 3% max is the best case
35%

287 -47.43% Unrealistic

 100%
80%
20%
Incremental
92,742,531 26,953,057
69,556,898 32.16% 16,925,319
23,185,633 76.21% 10,027,738

45000 50000 is client data; Assumption

515 252
uct quality. It is now a mature brand and intends to cut down on marketing spend % to improve its bottomline. The CEO intends to 2X the
t.

What you as a consultant should do:

Online Focus
6250
10781
17,031

s based on historical context

ut down on marketing spend % to improve its bottomline. The CEO intends to 2X the revenue in 1 year

Ask meaningful questions. Peyush & team will share data to whatever extent possible.

Learnings:
1. UOM: Unit of measurement

2. LY: Last year CY: Current Year, E: Expected, NY: Next year
3. Read and re-read the case statement
4. Not to jump to solutions
5. Organic v/s inorganic growth
6. Typically e-commerce conversions ratios 2-3%; Offline 30%

Clarifying questions
Q1: Product wise share in sales
Q2: New customers v/s repeat customers
Q3: Only organic expansion
Q4: How fast is the market growing?
Q5: Tier 1, Tier 2+ cities