W12PM INTERMEDIATE ASSIGNMENT

FSPM MADRID_TEAM 5_NABYL AN NAJMY

PRODUCT LAUNCH AND GO-TO MARKET STRATEGY

PRESENTATION

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ABOUT US

PROBLEM BACKGROUND AND SOLUTION

PRODUCT STRATEGY

CHANNEL STRATEGY

MARKET SEGMENTATION

PRODUCT EVALUATION

TABLE OF CONTENT

Established in 2020, GerakCepat is tech logistic company who focused on deliver goods for anyone without hustle.

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The company targets business owner that require delivery of their goods even though they do not have their own fleet of delivery drivers/vehicles.

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Now the company want to launch an Omnichannel Management Service to help client to manage their inventories from different e-commerce platforms.

ABOUT US

Delivery service which take 2 to 4 days to deliver good for customer.

Usually use for bulky goods like furniture and electronics.

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Enables customer to deliver items to different cities within 3 to 5 days of delivery time.

REGULAR DELIVERY

ACROSS CITY DELIVERY

Goods will be deliver on the same day, around 45 to 60 minutes (depends on distance) of delivery time.

SAME DAY DELIVERY

OUR SERVICES

PROBLEM BACKGROUND

From Gerak Cepat user, we found that 80% of client sell product from many e-commerces such as Tokopedia, Lazada, Shopee, and Blibli. From their selling experience, they face problems such as:

1. Business owner don't know exact number of inventory for whole organization
2. Business owner must update stock on every e-commerce
3. Wrong input due to manual update and must cancel some customer

Omnichannel Management Service (OMS) will help user to tackle those problems by having:

1. Integration to all e-commerces so inventory will be updated only from one Apps
2. Form to update stock from Apps
3. A dashboard that shows details stock for every e-commerces and total inventory

SOLUTION

PRODUCT STRATEGY

• The Omnichannel Management Service (OMS) vision is to be partner to help client grow their business.
• Helping client to tackle upstream problem such as inventory management will impact to create better customer experiences through faster and consistent delivery.
• It also align with company North Star Metric which is increasing usage frequency (retention rate)

PRODUCT STRATEGY

DEPT COLLABORATION

Business Dev

Sales & Marketing

Legal Team

Dev Team

Marketing Team will help to craft the marketing line and channel to ensure the product value reach to the target user.

Sales team can gain feedback from user for product improvement.

Legal Team will ensure every process comply to regulations.

Development Team include Engineer, Design, and Quality Team who help to create the product and ensure it runs smoothly so user can get the value and be the solution for their problem

Business Development ensure the product strategy still align with company goal and the product can help company growing.

USER FLOW

SHOP INTEGRATION

Assumption:

1. User is a customer of Gerak Cepat delivery service, so already sign-up.

USER FLOW

ADDING INVENTORY

Reference:

https://central.xero.com/s/article/Add-an-inventory-item?userregion=true

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Target Market for Omnichannel Management Service is business owner which will segmented into:

• Small and Medium Enterprise (SME)

Number of SME keep increasing in Indonesia and they are the majority of e-commerce user.

• Business Location is in 4 big cities which is Jakarta, Bandung, Medan, and Surabaya.

Those 4 cities is the biggest user base for Gerak Cepat delivery service.

PRODUCT STRATEGY

TARGET MARKET

Source

PRODUCT STRATEGY

PERSONA

ONLINE BOOK SELLER

Demographic

Info Consumption

Aspirations

Personality

Goals

Frustrations

Customer Behaviour

• Age : 27 - 45 y.o
• Gender : Male and Female
• Living in Jakarta/Bandung/

Medan/Surabaya

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• Good on multitasking
• Love to discuss about anything
• A great organizer

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• Social media ads
• Word of mouth
• Personal e-mail

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• Focus on details
• Customer oriented

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• Have more time to think about expanding business
• Easy and profitable business opportunity

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• Want to maintain business more effective and easy
• Run business with low operating cost

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• Tired of updating items on each e-commerce
• Customer negative comment of not update selling item

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• Tired of updating items on each e-commerce
• Customer negative comment of not update selling item

• User can input, add, delete item for inventory at every e-commerce from one App
• Automatic stock update will decrease cancelling due to out-of stock

PAIN POINTS

PRODUCT VALUE

“Kelola bisnismu lebih mudah, raih untung lebih cepat bersama Gerak Cepat.”

MESSAGE

VALUE MATRIX

PRODUCT PRICING

Rp 50.000/month

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Benefit:

• Can integrate 5 shops
• Number of inventory 1000 items

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BASIC

Rp 100.000/month

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Benefit:

• Can integrate 10 shops
• Number of inventory 5000 items

PRO

• Due to the product only have two features which are e-commerce integration and inventory management, we can give lower price compared to other competitor.
• To attract user to user our new product and finds its value, we give 7 days free trial.

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We will divided channel based on target user of omnichannel product such as:

• For current user, we will inform them through e-mail and pop-up notification on the Gerak Cepat Apps.
• To attract new user, we will use social media Ads such as Facebook and Instagram due to our persona age usually use Facebook and Instagram in their spare time.

CHANNEL STRATEGY

PRIMARY CHANNEL

CONSUMER INCENTIVE

To attract user to use the new product, we’ll give incentive such as:

• All user can try the omnichannel service for 7 days free.
• After 7 days trial, when they subscribe for a year, they might got discount voucher for delivery service.

CHANNEL STRATEGY

EDUCATING STAKEHOLDER

Marketing Dept

Business Dev

Finance Dept

Sales Dept

• Inform them the target market and persona.
• Inform them the channel strategy.

• Inform them the product features and values.
• Discuss about product pricing and possible incentive to new user and long-term incentive.

• Train them about product features and values.
• Inform them the buyer persona.
• Provide them forum for discussion.

• Inform them the channel strategy.
• Inform them the target customer.
• Share them the OKR.

• Previously, we have segmented target market into SME that located in 4 big cities.
• SME usually face problem on their inventory management due to lack access to supplier and difficult to estimate number of stock.
• Having omnichannel management service can help them to manage inventory at all e-commerces only from one Apps.

MARKET SEGMENTATION

CUSTOMER RESEARCH RESULT

As this product can be develop more to help user grow their business, we still need to get user feedback and evaluation through:

• User Interview, to gain more insight what other features that can ease user to maintain and grow their business.
• User Survey, to get quantitative data about user experience on the product and future feature prioritization.

RESEARCH METHODOLOGY

MARKET SEGMENTATION

CUSTOMER RANK

RANK 1

RANK 2

RANK 3

• Current user of Gerak Cepat
• Selling product on e-commerce
• Located in big cities

• Never use Gerak Cepat before
• Business classified as micro business
• Living outside city

Potential user who will use the Omnichannel Management Service will has characteristics listed below:

• Current user of Gerak Cepat
• Never use Gerak Cepat before
• Business owner that has classified as small-medium enterprise (SME)
• Selling product from media social media such as Facebook, Instagram
• Selling product from e-commerce such as Tokopedia, Shopee, Lazada
• Business located in big cities such as Jakarta, Bandung, Medan, and Surabaya

• Current user of Gerak Cepat
• Selling product on media social
• Living slightly near the big cities

First Trial Rate

This metric will track on free trial button and will show how many people think the product can be the solution of their problem.

Activation Rate

This metric show how many user get the value of our product and think that the product really the solution of their problem.

KEY METRIC 1

KEY METRIC 2

KEY METRIC 3

PRODUCT EVALUATION

Retention Rate

This metric show how frequent user user the product. More frequent will be better due to it’s will impact to company NSM.

PRODUCT EVALUATION

CONVERSION FUNNEL

• CTR button from each channel can be tracked daily. It will give insight for channel strategy evaluation, but the evaluation can be done monthly.
• Activation rate (user convert to subscribe) can be tracked weekly to see how many convert after a week free trial. From there we can gain feedback to improve product values.
• Free trial rate and retention rate can be done monthly to see our product position on market.

THANK YOU