PM SCHOOL WEEKEND CHALLENGE #19 - Submitted By: Ananya Nandan at Indian Institute of Foreign Trade, Delhi
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PM SCHOOL
WEEKEND CHALLENGE #19
Submitted By:
Ananya Nandan
ananyanandan94@gmail.com
2nd Year MBA (IB) Student
at
Indian Institute of Foreign Trade, Delhi
ABOUT MEESHO
➢ Meesho is a social commerce platform, an online platform for resellers.
➢ Bringing a network of over 21K suppliers and manufacturers on its platform,
Meesho lets resellers shortlist products and share the photographs of these
with their network of consumers, who could be anyone in their family or
friends network or people they know.
➢ The resellers are allowed to sell at the prices they deem fit for their target
consumers.
➢ Once shortlisted by consumer, the reseller places the order with Meesho and
enters the address details for the delivery which again is taken care of by
Meesho.
PROBLEM STATEMENT
60% users (i.e., resellers) leave the platform after the first 7 days of doing their first sale. The PM has to enable the resellers to sell more.
Selling more means more revenue for Meesho. Also, by selling more, a reseller will trust the platform more. Hence, stick around longer on
the platform.
OUR GOAL
2 NEW FEATURES IN THE APP THAT CAN BE ADDED WHICH WILL HELP INCREASE SELLING VIA MEESHO
USER PERSONA
Abhijit, 20, Kota Munmun, 29, Gwalior Raunaq, 35, Kanpur
- Very social, has many friends - Is a housewife, spends her day doing - Shop-owner, sits at shop from
- Want quick ways to earn pocket chores 9am-9pm
money - Want to spend leisure free time to - Looking for side opportunities to
earn money through part-time increase income
opportunities
USER JOURNEY
Build profile & Share catalog Add desired Add margin
Opens App
register as with friends, products in and checkout
reseller and family cart for
customer
WHY IS RETENTION IMPORTANT
5% 25% Acquiring a new customer can
Increase in Increase in cost ~5X more than retaining
Retention Profits an existing customer
LOW RETENTION RATES RETENTION VS AQUISITION
NEW FEATURE 1
Achievement and Leaderboard for Resellers
About the feature The Leaderboard and
• With each successful order, the Meesho Points tabs will be
reseller will earn a set of Meesho present in Account Section
Points, which will help them in
gaining levels
• On achieving a new level, a set of Points
catalog/products will be unlocked
for the reseller, with better rating Insight
and on which better margin could Allowing users to complete
be gained achievements within the app turns
occasional visitors to loyalists
• The leaderboard will help them
evaluate their rankings and will
make them sell more to reach Case in point
better level HotHead Games with leaderboard and
badges achieved 182% higher
retention, 134% higher ARPDAU and
900% higher ARPUNEW FEATURE 1
Achievement and Leaderboard for Resellers
Value proposition to resellers
• Incentive to unlock levels quickly to Filters could be used to see
get access to better ranking based on city, level,
products/services/catalog etc
• Better products with good reviews
means easy selling and better Leaderboard ranking of the
margins reseller with the necessary
details
Expected output for meesho
• Increased Retention Current Level can be shared
• Increased loyalty on social media platforms as
• Increase in ARPU achievement
• Increase in session time
The section will show the
extra points needed to be
earned to get to next levelNEW FEATURE 1
Achievement and Leaderboard for Resellers
On reaching a particular
level, it will be displayed on
Metrics to consider home page. The
• Levels Unlocked/User per Month achievement can be shared
• Average Revenue/User on social media platforms
• Level Shares/Month
• Purchase from new Catalog/User
• Daily Active Users
This will provide a quick
view into the catalogs that
have been unlocked to
provide a sense of
achievement to the resellerNEW FEATURE 2
Selling Services Via Resellers
Why This Feature?
Meesho had already launched Meesho Services will be present as a section in
Mandi for selling groceries categories
(hyperlocal)during lockdown period.
The next step should be including
hyperlocal services now.
About the feature
• Resellers will browse different
services on the app, and find the
Insight
best service providers in the
Hyperlocal Service Market is estimated
location they have entered.
to grow at 17.9% annually from 2021
to 2017
• They will be sharing the service
provider info page with the
customers (which will have reviews
and details about services and the
price (including reseller margin) Case in point
Urban Clap with hyperlocal services
• The bookings will be done in the has a retention rate of 75%
same manner as is done for
productsNEW FEATURE 2
Selling Services Via Resellers
Value proposition to Resellers
• Resellers will have a loyal set of Filters as per ratings, type of
customers who will need such services, etc. can be applied
services more frequently (mostly from here Enter Location
monthly), than products
• More frequent purchases, more
incoming margins
Location will be added by
Expected output for Meesho the reseller as per their
• New User Acquisition customers, and the results
• Increase in purchase frequency will be shown basis on
• New service providers acquisition location
• Increase in retention
The service providers could
be liked (to bookmark) and
shared from this page as
well. The average ratings
will be visible on the card to
make decision easilyNEW FEATURE 2
Selling Services Via Resellers
Metrics to consider Services provided will be
• Purchase frequency on mentioned along with price.
services/User On adding the same in cart,
• No. of service providers the reseller will be given the
shared/User option to add their margin
• NPS of feature and book the service
Reviews and ratings
alongwith any pictures by
other resellers will be
mentioned.COST BENEFIT RISK ANALYSIS
COST BENEFIT RISK
Achievements & Development Cost Retain Customers Low Adoption Rate
Leaderboard for Resellers Designing Cost User Engagement Point collection fatigue
Increase Purchase Frequency
Selling Services via Collaboration Cost Few signups from service
New User Acquired
Resellers Marketing Cost providers
Exsiting Users Retained
IMPACT OF FEATURES
EASE OF
UTILITY COST TO COMPANY USER EXPERIENCE
IMPLEMENTATION
Achievements &
Leaderboard for Resellers
Selling Services via
ResellersMETRICS NEGATIVELY IMPACTED OVERALL METRICS
1. Churn Rate : If churn rate is going up, Meesho must analyse
what kind of users they are losing. As per their past purchase Average Revenue Per User
trends of products/services, the resellers must be targeted
through mails with trending catalog or should be send
notifications (in case the app is still installed), to bring them
back. The resellers could be given some credits as an incentive Purchase Frequency
to bring them back.
2. Bounce Rate : Bounce rate must be analysed per
page/feature-wise, looking at user journeys, to understand if a
particular feature is experiencing maximum bounce rate, it
Repeat Purchase Frequency
should be improved accordingly.
3. Monthly Revenue : If the Cumulative Revenue is going down,
the catalog must be reviewed and analysed which category of Stickiness = Daily Active Users
product/services is performing best. Those should then be Monthly Active Users
pushed in “Best offers for you” in the app for resellers so as to
make them buy best performing products/services more.
4. LTV:CAC Ratio : This is to understand how much company is User Retention Rate
spending to maximise growth and revenue, on acquiring
customer. If it’s low, company needs to evaluate to cut down
costs on customer acquisition
Net Promoter ScoreTHANK YOU!
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