Team Touchwood

SBM, NMIMS, Mumbai

Presented by
Hardik Patel | Harsh Didwania | Kinshuk
1
 Research
Methodology Home Improvement
 In-depth interviews with AP Homes, Décor Solutions, Color Ideas Industry Consumers complained
experts of delay in planned
 In-depth interviews with 11 customers on retail experience of CAGR 7.9% schedule by interior
home décor 61,366 INR decorators
 Interview with interior designers Crore
 Research papers, Euro Monitor Reports, WARC, India Stat, news
articles and company reports CAGR 7.9% Consumers not
(2017-2022) satisfied with the
work of interior
Consumer Pain Points
2017 2022 designers
 Local contractors use cheap quality material and labour
 No provision to select interior designer based on design Nerolac COMPETITOR MAPPING
preference
 No option to buy the soft décor products through Beautiful
Homes website Livspace
Dulux Berger
Partner Pain Points

REACH
Houzz.in Homelane
 Customers are clueless about their own tastes and preferences
Pepperfry AP Homes
 Limited reach dependent only on word of mouth
Décor Solutions
 Customers unaware of the operational feasibility
 Delay in payments after completion of project

OFFERINGS 2
 Priority Target Group for BH & AP

AGE 19-30 19-30 31-50 31-50 50+

INTEREST IN HOME High High High Low Low
DÉCOR
AFFORDABILITY Low Low High High High
FAMILIARITY High Low Low High Low
CHARACTERISTICS • Know-how of • Ambitious youth • Decision makers • Latent needs • Orthodox
latest trends • Believers • Non tech-savvy • Occasion based • Traditional buying
• Social media • Influencers in • Nuclear families investment approach
fanatics family • Social Media
• Experimenting presence
PRIORITY HIGH MID HIGH MID LOW

3
 Overall Strategy Map

Avail of Limited reach

Interior
Designer Services using Gaps
Loyalty Program BH Website
AP Homes
No Synergy Offline presence at 4 locations
BH-Panorama : One stop décor solution
Easy Interior Design No digitization Designer home décor products
In-store Expert availability Lack of
EMI Competition
of Dealer
3D visualization
Network influencer
offerings Professional Services connect
Limited consultation
Limited
AP Homes 2.0 Influencer scope for E-
with BH connect with commerce Décor Beautiful
integration End consumer Solutions Homes.com
One stop customized solution Online Only
End to End solution Inspirational Content
Personal Interior designer Décor Ideas
Regular updates to customer Testimonials of Home Owners
BH Residential Seamless quick execution Redirecting to other ecommerce
E-commerce Projects Peace of Mind websites
DIY Ideas

Little awareness
Use of AI & New Content about BH and
ML Marketing Décor solutions

strategy
Phase 2 Phase 1 Current Offerings 4
Phase 1
First Year

5
 Influencer connect with End consumer

Objective: Increase BH* & AP’s* reach to cities with NO AP homes and Décor solutions

Big Idea

Selection of 20 Selection of Listing of ID* with Customers can view the Awareness of BH as an
cities Interior designers sample works on BH samples and decide ID Inspirational website

Value Proposition for Stake Holders

Customers Interior Designers BH & AP
 Credibility of AP  Recognition  Connect Interior designers with
 Connect to local Interior designers  New Business opportunities customers
 Option to select interior designers  Market Visibility  Fresh content for BH
 Access to more ideas  Commission on AP product sales  Additional sales through Interior
designers
 Amplified market reach
*ID – Interior Designer, BH- BeautifulHomes.com, AP- Asian Paints 6
How BeautifulHomes.com will Look Like

Criteria for Asian Paints certification

and Ratings >
Education
Age
Past experience
Diverse theme knowledge

Why Login here option on website?

Objective: Monetize the website by giving

access only to paid customers

Monthly charges: INR 1000/- for full

access

Rationale: Only interested customers will

pay for the premium service. High chance
of conversion.

7
 BH-Panorama : Interior Design Competition Avail of Services using BH Website
Objective: Connect with future influencers Objective: Provide potential customers services leveraging
AP’s strong dealer network
BH- Panorama - Designing celebrations
Platform for budding interior designers
Suggestions
CAMPUS (3D design) ZONAL (Sample rooms)  List down Regular painting, Waterproofing solutions, Wood
solutions, Wall of a kind services on BH website
Value Proposition for Stake Holders  Expand the services to Next set of 12 high potential cities
Interior Designer Customer BH & AP
 Credibility  Inspirational room  Direct connect with
 Recognition décor ideas future influencers
 Association with  Direct contact of  Website content Next set of High Potential cities
BH brand name Interior designer generation
 Direct Project  Market exposure
Jaipur Chandigarh Indore Nagpur
grabbing Surat Lucknow Jabalpur Patna
Bhopal Vadodara Kanpur Vizag

Outcome
BH-Panorama  Wider reach by catering to total 20 cities
Interior Design  Satisfying the customer needs by using existing AP dealer
network
 More visibility of AP and BH offerings
Annexure 2
Annexure 1 8
Residential Projects
Big Idea

PROJECTS AVAIL OF SERVICES

Value Proposition for Stake Holders

BH & AP Builder groups Customers

• Credible brand associationof the apartment

Better understanding
• 75% standardized
Potential
interiors Business  products;
INR 400025% Cr. customized
• (subject
Business tospread
Visualizing builders offerings)
across
the offerings 9008 units;
through 15
BH online
• Base
designoffering
Projects; + customization
6 Builders; Mumbai (from AP) < base
• offering
First mover + customization
Base offering +advantage
customizationto (outside
tap AP)of< base
AP);
(fromcustomers
selling
(home
offeringpoint
+ for
owners) atbuilders
the time of(outside
customization purchase of AP);
• Sample flats for
selling point in each project completed by AP9
builders
 Phase 2
Next Two Years

10
 BH E-commerce: One stop shop for your Aspirational Home
Objective: Develop BH as a Product & Service providing E-commerce platform

Tangier Wallpapers- Asian Paints e-Shilpgram

Price: Rs. 7,500 (per roll)
Store: Nilaya by Asian Paints Procurement
ADD TO CART
Services/Installation

Miami Sofa Collection Product

Price: Rs. 79,500 Catalogue
ADD TO CART
BH website
Services/Installation

Cushion Cover Customer

Price: Rs. 1,890 Purchase
ADD TO CART
Annexure 4

Value Proposition for Stake Holders

Customers Craftsmen BH & AP
 Revamp your home hassle free
 Easy accessibility to unique and  Large customer base pan India  Expansion to service + product
indigenous products procured by AP  New business leading to financial offering
Homes support  Overall margin increment
 Extensive home décor Product  Impetus to the handicrafts industry  Sustainable and responsible image
catalogue 11
 AP Homes 2.0 with BH integration
Objective: Expansion to selected Tier-2 cities with AP Homes 2.0 along with BH integration

Big Idea

Selection of Selection of Prime location Set up of AP Homes Customers can touch and Reach to more number of
Tier-2 cities with ~2000 Sq. Ft 2.0 with Integration feel products offline and customers. BH visibility in
showrooms on rent of BH website check options on BH AP homes

Customers AP Homes
BH & AP
AP Homes 2.0
 In-house ‘Phygital’ experience  Expanding to tier-2 cities


Experience of AP Homes Value  Provide touch and feel
Touch and feel of products experience leveraging
 Option to check out similar Proposition for technology
products in shop
 Option to order products then and
Stake Holders  Increase in sales by driving
action
there

12
Annexure 3
 Additional Features

Easy EMI Interior Designer Loyalty Program Use of AI & ML

Objective: Easy EMI option instead Objective: Building bonds with Objective: Create synergy to
of one time payment Interior designers ensure enriching customer journey

Features: Skill enhancing activities

• Workshop by world-renowned Concept
• Loan starting from Min. INR 3L
Interior designers • Facial Emotion Detection using AI
• Flexible EMI
• Exposure to new trends • Preferences based Interior
• Instant approval
• Training program on designing designer suggestion
• Minimal documentation
• Nil foreclosure charges software
Benefits
• Managed by third party
Social Entertainment • Personalized experience
• Canvas Laugh Club show passes • Predictive personalization
• Most valued Interior Designer of • Shorter selection time
the year gets Holiday tour
package

13
 BH Website Audit
Objective: To derive the content marketing strategy
Key Takeaway
Average performance by BH across
different aspects
Competitors have strong hold over
specific criteria

Houzz.in Pepperfry.com Livspace.com Beautffulhomes.com

Ranking Ranking Ranking Ranking

Global Rank : 1207 Global Rank : 9586 Global Rank : 95,738 Global Rank : 4,96,335
India Rank : 261 India Rank : 482 India Rank : 4731 India Rank : 22,158

Traffic Traffic Traffic Traffic

Source Source Source Source

Organic Search : 46.79% Direct Search : 36.04% Direct Search : 54.32% Organic Search : 25.48%
Direct Search : 30.52% Organic Search : 30.13% Organic Search : 28.71% Paid Search : 24.75%
Paid Search : 10.33% Display Ads : 11.75% Paid Search : 9.26% Social : 20.04%

Social Media Social Media SocialMedia

Social Media Social Media
Pinterest : 55.69% Facebook : 43.53% Facebook : 68.34% Facebook : 79.46%
Facebook : 29.80% Youtube : 42.78% Pinterest : 13.68% Pinterest : 7.76% 14
Awareness Content Marketing Strategy for BH

Virtual Workshops Blogs Trend Watch Social Media Posts

More engagement with the Driving more traffic of Keyword rich content will More social media
influencers influencers and customers help in SEO and customer engagement of
awareness customers
Consideration & Purchase

DIY Videos Testimonials FAQs Product Information

Customers will be in a
Exposing customers to Driving more traffic of Better understanding hence
better position to analyze
multipurpose use of AP Influencers and customers better evaluation of product by
the money they pay for the
products customer
value they will receive
15

Free Personality Quiz
 Marketing Objective: To use
psychographics to reduce
consumer choice clutter and give
them a direction
 An online quiz will be
implemented in the BH website
which can ask users to input
certain data/preferences
according to their personality.
 It will suggest users relevant
products/ décor solutions.
Promotional strategy
Behind the scenes videos
 Marketing Objective: Customer
engagement in the end to end
process
 The BTS videos will be uploaded
on social media channels and BH
website
Web series
 Marketing Objective: Hero
Content for awareness of BH
 Collaborate with a famous
contemporary YouTube channel to
launch a web series of 5 episodes
with subtle indirect marketing of
BH website
 A journey of “making dream
home” using AP and BH services

 This will help build relationship

and trust with the customer as it
will show the efforts and
humanize those efforts

 It will show the fun amidst all the

effort gone to bring the
customer’s dream to reality. 16
 Resource Allocation and Financials

Year-wise Cost (INR Cr.) Cost Heads %

Investment 12.32%
  Year 1 Year 2 Year 3
Operating expense 47.76%
Phase 1 0.47 0.52 0.57 Marketing 12.96%
Phase 2 - 5.15 5.66 Logistics 0.27%
HR 23.30%
Content Marketing 0.35 0.41 0.47
Others 3.40%
Total Expense 0.82 6.07 6.70   100.00%

Revenue Growth (INR Cr.) Year 1 Year 2 Year 3

Revenue - Online 0.28 13.76 32.01
Revenue Source Year 1 Year 2 Year 3 Cost 0.82 6.07 6.70
Customer Sales 200.09 318.83 487.73
Interior Designers 0.00 0.04 0.12
Residential Projects 0.00 0.00 0.00
Third Party EMI 0.00 0.08 0.17 Financial Calculations
Commissions
XLSX File
Total Annual Revenue 200.09 318.95 488.02
Y-o-Y Growth Rate - 59% 53%
17
 Timeline
1
Residential BH-3Panorama 5 2.0
AP Homes 7 Designer
Interior
Projects Competition With BH integration Loyalty Program

March 2020
June 2019
Jan 2019

Jan 2020
July 2019

March 2020
Jan 2019

2021
Jan
2 4 6 8

Influencer connect Avail of services BH Easy EMI and

With End consumer Using BH website E-commerce Use of AI & ML

Content Marketing Strategy & Promotional Strategy Implementation 18

 Overall Strategy Map
Benefits
Transition from Paint Brand to Home
Avail of Limited reach Décor solution Brand
Interior
Designer Services using Gaps
Loyalty Program BH Website
AP Homes Extensive reach in Tier-2
No Synergy Offline presence at 4 locations cities
BH-Panorama : One stop décor solution
Easy Interior Design No digitization Designer home décor products
In-store Expert availability Lack of
EMI Competition
of Dealer
Network 3D visualization influencer Option to choose
offerings Professional Services connect product/service/both
Limited consultation
Limited
AP Homes 2.0 Influencer scope for E-
with BH connect with commerce Décor Beautiful Improved
Solutions Homes.com customer journey
integration End consumer
One stop customized solution Online Only
End to End solution Inspirational Content
Personal Interior designer Décor Ideas
Regular updates to customer Testimonials of Home Owners Content rich website
BH Residential Seamless quick execution Directing to product selling
E-commerce Projects Peace of Mind Websites
DIY Ideas
AP will be able to cater
Little awareness to future needs
Use of AI & New content about BH and
ML Marketing Décor solutions

strategy Influencer will promote their work

Phase 2 Phase 1 Current Offerings using BH as a platform
19
Annexure

20
Annexure 1-a BH-Panorama : National Level Interior Design Competition
BH- Panorama [Designing celebrations]
The competition is planned to offer a platform for students pursuing interior design course to showcase their ideas.
Themes will be based on any upcoming festival/ Occasions. The core concept is to celebrate the innovative,
outstanding ideas and techniques in the design and furnishings of interior space.
BH-Panorama Format
 The competition will be held simultaneously in top 5 Interior design colleges of East, West, North, South zones
 Top 2 contestants will be selected from each college who will be competing at zonal level
 Out of the 10 contestants of each zone. Top 3 will be declared as the winners. Cash Prizes Rs. 1 Lakh, Rs. 50000,
Rs. 25000 and winners along with their projects will be featuring on BH website.
Rounds
Round 1 A submission of 3-D room with interior design done by every contestant based on theme of the festival.
Round 2 Sample cardboard rooms will be provided. These rooms with interior designs will be evaluated & exhibited for public view.

Value Proposition for Stake Holders

 Visibility
 Credibility  Direct connect with
 Recognition future influencers
 Association with BH Customer  Fresh website
brand name content generation
 Direct Project grabbing  Market exposure

 Inspirational room décor

ideas upcoming festival/
Interior occasions BH & AP
Designer  Direct contact of interior
designer who fits their 21
requirements
Annexure 1-b BH-Panorama : Zone-wise College List
Zone Colleges City
Glaamour school of Fashion and Interiors Kolkata
EXIN Institute Kolkata
East The Bhawanipur Design Academy Kolkata
GIFT Design Academy Kolkata
Trytoon Academy Bhubaneswar
Arch School of Design and Business Jaipur
Ellen School of Art and Design Jaipur
West J D Institute of Fashion Technology Mumbai
International School of Design Mumbai
Unitedworld Institute of Design Ahemdabad
Pearl Academy New Delhi
Sai School of Interior Design New Delhi
North Hues and Styles Institute of Design and Management New Delhi
AD School of Interior Design New Delhi
IVS School of Design Noida
IIFA Multimedia Bangalore
Vogue Institute of Fashion Technology Bangalore
South Shri Devi College of Interior Design Mangalore
Manipal University : Faculty of Architecture Manipal
Al Salama Institute of Architectute Perinthalmanna 22
Annexure 2 Avail of Services using BH Website

Objective: Cater to future potential customers by providing services using AP’s strong dealer network

Current Scenario
 Customers from all 8 traditional metros can order services from Asian Paints website
 Current service offerings are – Regular painting, Waterproofing solutions, Wood solutions, Wall of a kind
 Traditional metros- Ahmedabad, Bengaluru, Chennai, Delhi, Kolkata, Mumbai, Hyderabad and Pune

Suggestions Next set of High Potential cities

 List down same services on BH Jaipur Chandigarh Indore Nagpur
website Surat Lucknow Jabalpur Patna
 Expand the services to Next set of
Hight potential 12 cities Bhopal Vadodara Kanpur Vizag

PROJECTS AVAIL SERVICES

 Wider reach by catering to total 20 cities

Outcome  Satisfying the customers needs by using existing AP dealer network
 More visibility to AP and BH offerings 23
Annexure 3 Mapping of AP Homes and AP Homes 2.0

AP Delhi Raipur
Kochi Coimbatore
Homes

AP Ahmedabad Jaipur
Homes Bangalore Surat
2.0 Chennai Bhopal
Hyderabad Chandigarh
Kolkata Lucknow
Mumbai Patna
Pune Vadodara

24
Annexure 4 e-Shilpgram
Objective: To provide a unique offerings on BH which will differentiate it from competitors by unifying the fragmented
handicraft industry under one online umbrella
The Idea

Procurement Listing of products on BH website Customer purchase

How it works?
 Direct linking with Craftsmen
clusters will be effective. The
clusters will be given design
inputs by AP which they will use
for final products.
 We have chosen five products Saharanpur Wooden Pipli Applique work, Teracotta work, Sandalwood craft, Kutch Handicraft,
that can be selected work, UP Orissa Assam Karnataka Gujarat

Value Proposition for Stake Holders

Customers Craftsmen BH & AP
 A large customer base pan India  Sustainable and responsible image by
 Easy accessibility to unique and
 New business leading to financial support keeping commerce human
indigenous products
 Impetus to the handicrafts industry  An initiative to serve for the betterment
 Wider product choice range 25
of communities
Annexure 4 Financials: Revenue
  Year 1 Year 2 Year 3 Assumptions
Monthly Calculations  
Unique Website Visits per month 440000 484000 520300 
Metro Tier 1 Cities 264000 290400 312180
Non Metro Tier 2 cities 176000 193600 208120 60-40 ratio as per case
Consideration set in T1 44880 52272 62436
Consideration set in T2 14080 17424 20812 Consideration Ratio
Final purchase set T1 538.56 731.808 1061.412
Final purchase set T2 84.48 121.968 166.496 Conversion Ratio
T1 Online % 8% 15% 20%
T1 Offline % 92% 85% 80%
T2 Online % 6% 8% 12%
T2 Offline % 94% 92% 88% Division of Online & Offline sales
T1 Online ticket Size 5000 100000 120000
T1 Offline ticket Size 300000 360000 396000
T2 Online ticket Size 3500 50000 60000
T2 Offline ticket Size 225000 270000 297000 Average Ticket Size

T1 Online 215424 10977120 25473888 

T1 Offline 148642560 223933248 336255322 
T2 Online 17741 487872 1198771 
T2 Offline 17867520 30296851 43515395 
Total Online revenue (INR Cr.) 0.02 1.15 2.67per month
Total offline revenue (INR Cr.) 16.65 25.42 37.98 per month
Total revenue per month 16.67 26.57 40.64 
Annual Revenue (INR Cr.) 200.09 318.83 487.73  
Additional Revenues  
No of Interior designers listed 130.00 180.00 240.00 
Annual Listing charge 0.00 2000.00 5000.00No charges in first year
Total Revenue (INR Cr.) 0.00 0.04 0.12 
Pilot project launched in Mumbai, continuation
Residential Projects (INR Cr.) 0.00 0.00 0.00 subject to ROI
Easy EMI (Commision based) (INR Cr.) 0.00 0.08 0.17 
Total Annual Revenue (INR Cr.) 200.09 318.95 488.02 
Y-o-Y Growth Rate -- 59% 53%  26
Annexure 4 Financials: Costing Phase 1

Activity Category Description Frequenc Unit cost Total

y
figures in
Phase 1        
INR
Marketing Promotional expense 20 10000 200000
Marketing Getting IDs on board 130 1000 130000
Influencer connect with
End consumer (20 cities) Other expense
Others (Photography/Videography & 130 1000 130000
Admin expense)
Marketing Prize money (4 zones * 1.75L each) 1 700000 700000
Marketing Competition promotion expense 4 10000 40000
BH-Panorama : Interior Marketing Exhibition space rent 4 100000 400000
Design Competition
Logistics Paint & Products related expenses 40 4000 160000
Others Other expense 4 25000 100000
Mobile devices to listed 30
Avail of Services using BH Investment Contactors 30 4000 120000
Website
Investment Software expense 1 20000 20000
Marketing Sample Flat expense 6 300000 1800000
Sales force expense (15000 per
HR 12 45000 540000
month*3 salesmen)
Residential Projects
Investment Tablet expense 3 5000 15000
Marketing Travel & Food allowance 360 600 216000
Others Other expense 12 10000 120000
Total 4691000

27
Annexure 4 Financials: Costing Phase 2

Unit
Activity Category Description Frequency Total
cost
Phase 2          
Operating Expense Rent expense for 14 cities 12 880000 10560000
100000
Operating Expense Set up cost 14 0 14000000
AP Homes 2.0 with BH Investment Tech Devices 14 400000 5600000
integration Salary (1 manager+2 employee+1
HR consultant) 168 79000 13272000
Operating Expense Electricity 168 20000 3360000
Others Other expense 168 10000 1680000
BH E-commerce: One 100000
stop shop for your Investment Website development 1 1000000
0
aspirational home
  Operating Expense Maintenance 12 50000 600000
  Marketing Digital marketing expense 12 20000 240000
Easy EMI 0
Marketing Workshop 2 100000 200000
Training program (20 interior
HR designers) 1 100000 100000
Interior Designer Loyalty
program CLC show couple passes (20
Marketing 20 4000 80000
interior designers)
Marketing Holiday tour package 1 200000 200000
Use of AI & ML Investment Facial Emotioan detector set up 20 30000 600000
Total 51492000

28
Annexure 4 Financials: Costing Content Marketing

Unit
Activity Category Description Frequency cost Total
Content Marketing          
Marketing Expert fees 6 40000 240000
Design Webinars
Marketing Broadcast expense 6 20000 120000
Influence the influencers Marketing related to Interior designer 25 6000 150000
(blogs) Marketing related to customer issues 25 6000 150000
Your say matters Marketing Digital marketing expenses 12 50000 600000
Marketing Production 30 sec to 1 min videos 25 5000 125000
How-to Videos
Marketing Digital marketing expense 25 5000 125000
Marketing Production of 3-4 min videos 12 20000 240000
Testimonials
Marketing Digital marketing expense 12 5000 60000
Information about handicrafts (5
Marketing 5 15000 75000
Product Information types)
Marketing Digital marketing expense 5 5000 25000
Digital marketing expense (display 10000
Free Personality Quiz Marketing ad) 1 0 100000

Marketing Production cost 6 10000 600000

Behind the Scene videos 0
Marketing Digital marketing expense 6 12000 72000
Marketing 5 episodes (20 min each) 1 75000 750000
Web Series 0
Marketing Digital marketing expense 5 20000 100000
Total 3532000

29
30