AFFLUENTIA

Company Name:
MyLaundry

By :

Harsh Agarwal(Team Leader) – 7003114819

Debopam Ghosh
Aakash Agarwal
 Primary Research
Surveyed Consumers : 500
Barriers
• Trust deficit pertaining to washing process
• Cost associated with washing process as customer are
price sensitive
• Fear of exchange/loss of clothes
Behavior
• Influence of neighbors on spending habits
• Washing is preferred at home especially people owning
washing machine, give clothes out only for ironing
• Though laundry is thought to be women’s job, men have a
say in spending decisions
Aspirations
• Convenience seeker (Do not want to travel far for
availing laundry services )
• Need of Social status ( progress seeker, seeks opportunities )
Consumer Insight
Spending decision are influenced by the neighbors
Why Kirana?
• Low Cost
• Familiarity with consumer needs
• Kirana Store owners will also act as MyLaundry Sahayak
and will be point of contact
• It will act as branding source at point of sale
• Location advantage of setting up in local society, corners
15 start-ups interviewed
Failed Startups
• Customer Retention is main issue faced by
startups
• Startups are failed to establish emotional
connect with consumers
Budding Startups
• On demand service is need of the hour but
involve high cost per ticket size
• Maintaining effective logistics is challenge
faced by startups and is one of the major cost
driver
Profitable Startups
• Outsourcing to third party for various
operations reduces the control and core
competencies
Startup Insight
Maintaining logistics issue as it is a two way
process where on demand asks for pickup and
delivery
Kirana Store Model
Lockers in collaboration with Kirana stores will be
established to collect laundry
Rationale :- Low to mid income consumer prefer to
shop in Kirana stores rather than malls or supermarket
and on average visit 4-5 times in a week to Kirana store
for buying household stuff
Business Model
Services Offered
Insights: Not all clothes need ironing and
consumers do not want to spend money ironing
those clothes Solution: We propose only washing
service with different price bundling offers
Washing
Insights: People give clothes to local dhobis only
for ironing and prefer washing at home specially
Ironing washing machine owners Solution: To cater
laggards and eventually providing them attractive
deals to develop a habit of giving clothes for
washing
Washing +
Ironing
Insights: Clothes which require high quality
washing and ironing like office shirts, white
clothes and school uniforms Solution: To cater to
the need of those consumers, choice of availing
both services will be given at a reasonable
Logistics System bundling cost
Van Model
• A mobile van model to collect and deliver clothes from various
societies on every alternate day and at the same time influence
behavior and attitude of consumers
• Vans will collect clothes from pre decide common points and clothes
will undergo washing process at our factory setups
• Looking at their neighbors people will be enticed to avail the service too
• Vans will ply on every alternate day during evening as it is the best time
to engage our target segment
• Vans will collect and deliver clothes from pre determined
locations/societies
• Every Van will have MyLaundry SAHAYAK who will act as point of
contact and help maintaining healthy customer relationship
 Market Analysis Competitor Analysis

 Competitors Avg. Order Size Order/day Monthly

Laundry The Revenue in Laundry care segment is estimated to be
estimated around Rs 210,000 Crore with organized sector
UClean 400 – 450 750 1499
market size contributing nearly 2-3%
INR 2,10,000 Wassup 300 – 400 800 999
 It is expected to grow at a CAGR of 10.6% annually
Crores PickMyLaundry 400 – 500 650 NA
Urban Dhobi 350 – 400 350 1299
The demand Laundry Wala 300 – 450 250 1599
coming from It is estimated that by the
Organized end of 2020, more than 3 Laundrokart 350 – 450 550 1100
people handling
market million Indian households
laundry at home Hello Dhobi 300 – 400 200 1099
estimated size would be requiring
was estimated to be laundry services on a
INR 6,150
additional INR weekly or even daily
Crores
1300-2600 Cr basis. Registration FLOW
Registration Pickup Washing Process Delivery
Business Model Framework
Competitive Core Offerings Value Proposition Customer Segments
Advantage • Progress seekers
• Washing • Convenience to • People with hectic
• Effective • Ironing customer lifestyle Features of App Reasons
logistics • Washing and Ironing MyLaundry..
• Channels
Cleanliness and quality Your personal Instant
Instant tracking
tracking of
of Addressing
Addressing fear
fear of
of
• Van
• Full control loss
• Kirana stores dhobi your
your clothes
clothes loss or
or exchange
exchange
over operational • Cost effectiveness My Account
Brand Strategy • Mobile App
system
• 24-36 hour turnaround Customer Place Order
• Emotional Changing attitude and time Chamkaate
Chamkaate Raho
Raho Updates
Updates on
on latest
latest
Relationships
connect with perception of people • Events
Events events
events
Social Media Schedule Pickup
consumer • Dedicated app support • Customer Support
Setup cost Revenue Stream Track Laundry
Payments From Addressing
Addressing queries
queries
Cost Structure Salaries and Wages individual customer, and
Contact
Contact us
us and customer
customer
Partnering cost Hospital and Hotels Relationship
Relationship
 Theme : “Aapke Sapno ka Sathi ” campaign Advertisement in local trains

Now don’t waste time to

do laundry, MyLaundry
Yes !! Now I can Washing is considered to be women’s job
is there at cheap rates
utilize my time
concentrating on
Print media
other activities 95% of time laundry is done by women in Broadcast media
areas surveyed Pamphlets in Newspaper,
Outdoor advertising TVC ,social
Billboard, Flex Above the line media & radio
Empower
your “AAPKE SAPNO KA SATHI “
Women,
Below the line
Gift her
BIG IDEA Happiness
MyLaundry Sahayak will
help in BTL activities

Campaign signifies our promise to fulfill dreams

MAKING MyLaundry AN EXPRESSION OF LOVE! Engaging
Pamphlet containing standees
Indirect targeting men spending - decision maker Brand activation
coupon code
campaigns

Web Series:  ”Clothes Are Your Emotions” campaign

 The campaign idea is to highlight the emotions and memories associated with clothes –  to highlight
We will ask people MyLaundry holds and keeps your emotions alive. With this idea, MyLaundry will develop and curate a
to share stories on Social Contagion web series containing several executions telling stories of various garments and their emotional meaning
KPIs
Facebook acting through and showcasing the benefits including re-softening, re-freshening, and also protection against losing
Best story judged
#AapkeSapnoKaSathi colour and shape – holding and keeping memories and emotions alive.
incidents where will win gift prizes
#GiftHerHappiness
men have cared from MyLaundry
(a) "It's more than just a sweater, it's my haven".
for their better
halves (b) "It's more than a dress, it's my summer love".

(c) "It's more than a dress. It's my secret weapon".

KPIs Post with maximum share and likes will win gift prizes from MyLaundry Rationale: According to research insights, people focus on feelings stored in garment,
evoking the need to care for these feelings and memories.
 Management Team Structure Fixed & Variable Costs (Yearly) Demand Projection

General Experienced in
Manager(s)/ Marketing and IT
Founder

Kirana Mobile
Online
Admin Stores Vans
Business
Division
Product Product
Legal Division Product
Management Management
(IPR) Management
Finance/HR Engineering Engineering
Engineering
Division

Marketing
Marketing Marketing Marketing
Division

Marketing and Campaign Expenditure (Monthly)