By Sachin Upadhyay for GrowthX assignment week-1
Problem Statement: Create an Acquisition Strategy for Quickride
Imagine you wake up happily having good vibes to start your day and thinking about all the things you will be doing at your workplace with the same vibe. You get ready and gets into car, then it stuck that you have to travel 30 Kms all alone with huge traffic jam and no one on side seat.
We at Quickride solves the problem of making your daily commute easy to go, with new people onboard. You don’t have to spend time alone for 2 hours, also earn on per-rider basis reducing your cost of travel, sometimes earn even more than the cost.
| Demographics | ICP-1 | ICP-2 | ICP-3 |
|---|---|---|---|
| 21-26 | |||
| (Who don’t own cars) | 26-35 | ||
| (Who owns car) | 35 and above | ||
| (Who own car) | |||
| Who are they? | This age group comes in less salary bracket as they have <5 years of experience. | ||
| They want affordable and comfortable ride for their daily commute to workplace. | This age comes under decent income bracket, they own car and are usually married. | ||
| They want comfortable and affordable ride, they likes to meet new people. | This age group comes under high earner, they own a decent car and sometimes they prefer to share their commute with new people | ||
| Age Group | 21-26 | 26-35 | 35 and above |
| Gender | Both | Both | Both |
| City | Dense in Tier-1, Tier-2 | ||
| but present in Tier-3 | Tier-1, Tier-2 | Tier-1, Tier-2 | |
| Martial Status | Usually Non-Married | Both | Both |
| Median Income Bracket | 4-20 Lakhs | 10- 35 Lakhs | |
| Commute Days | 5 Days | 5 Days | 5 Days |
| Travelling Cost | 14-15 Rs/Km | 9-10 Rs/Km | 11-12 Rs/Km |
| Commute Distance | 15-45 Kms | 10-30 Kms | <15 Kms |
| where do they spend their time? | Freshers | In-between | Matured |
|---|---|---|---|
| Time spent per day on commute | 3-4 hours a day | 2-3 hours a day | >1.5 hours a day |
| Social Media | Youtube, Instagram, Facebook, Quora, Snapchat | Youtube, Instagram, Facebook, Quora, LinkedIn, Reddit, Snapchat | Youtube, LinkedIn, Facebook, News Platform, |
| Preferred mode of commute | Public Transport | With colleague, Ola, Uber | Own cars, Ola, Uber |
| Entertainment Platforms | Hotstar, Netflix, Amazon Prime, gaana | Hotstar, Netflix, Amazon Prime | Hotstar, Netflix, Amazon Prime, |
| Hobbies | More excited about enjoying outside people, | Usually go on partying with close nit of friends/colleagues. | Reading, Enjoying with family, Weekend with family. |
| Where do they spend their money? | Fresher | In-Between | Matured |
|---|---|---|---|
| Rent/EMIs | Low spend | Moderate spent | Moderate- High |
| Commute | High | Medium-High | Medium |
| Cost of Travel | 200-400 | 200-400 | 150-300 |
| Entertainment | High | High | Moderate-High |
<aside> 💡 Since the industry is dominated mainly by ICP-1 and ICP-2, we are going to consider these two ICPs for the rest of the assignment.
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