The document discusses the growth journey and tasks of Peshwa Acharya at Housing, including expanding to non-metro areas through a new asset-light and risk-mitigated business model. As Chief Growth Officer, Acharya recommended setting up sales and marketing teams, building a business partner network, devising customer acquisition and monetization models, and conceptualizing the Housing Look Up brand with a UK agency. Specific steps taken included adopting a franchise business model for non-metros, setting up housing centers in 12 tier 2/3 cities, and designing marketing campaigns to generate leads and engage brokers and the real estate ecosystem. Housing is now poised to become India's largest omni-channel real estate platform through online and offline touch

1. Peshwa
Acharya
THE GROWTH JOURNEY IN PROGRESS

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© 2014 Peshwar

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© 2014
TASKS
How to combine Online & Offline efforts for incremental growth
Pan-India expansion, focusing on non-Metro growth
New Asset-light & Risk-mitigated Business model
Sharp growth in enterprise valuation through KPI ‘s
Chief Growth Officer = CMO +C sales Officer + C strategy Officer
High Profile Brand Launch in 2015 : Digital / Social / OOH / Press etc.

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HOW I APPROACHED
I assumed the role of a ‘Chief Growth Officer’ and recommended a
complete play . This involved:
Helping set up a strong but lean Sales team
Building a third-party business partner network
Building a strong ‘Monetization’ model
Devising a robust Customer Acquisition model
Building engagement within the real-estate ecosystem
Differentiated product offering basis deep consumer insights
Setting up an efficient Marketing department
Conceptualizing the HOUSING LOOK UP brand with UK based
MOVING BRANDS .

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WHAT I DID
Devised & adopted a ‘Franchisee’ business model for the Non metro business
Helped identify, evaluate, acquire and on-board the right Franchisee partners to
lead the business
Designed a robust ‘Demand-Supply-Monetization’ model for the business with
clearly defined revenue streams (both short & long-term)
Set up ‘Housing Centres’ across 12 identified Tier 2 & 3 cities (Phase 1)
Devised an organogram with clearly-defined roles for the Business Unit
focusing on building strong Operations, Sales and Marketing capabilities
Set up the Marketing department with clear roles & responsibilities
Set up the Marketing ecosystem of agencies, partners, vendors :
SCARECROW , INTERFACE , MOVING BRANDS , RAZORFISH etc

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© 2014 Peshwa
WHAT I DID
Devised a ‘Partner Lifecycle Management’ program to ensure high &
steady engagement + energy levels for the partners
Leveraging upon Housing’s product strengths to market & showcase
‘Land & Plots’ – a strong category in Tier 2 & 3 cities
Designed & executed critical Marketing campaigns my Frugal
Marketing (ROI-based) model for NON METROS
Franchisee Acquisition campaign
City-Launch campaigns covering Print & Outdoor
Direct Marketing initiatives
Customer-engagement initiatives focused on ‘Lead Generation’
Ecosystem engagement initiatives like ‘Broker Meets’
Readying the business for a phased growth to 300+ cities

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OMNI-CHANNEL LEADER
HOUSING poised to become India’s biggest Omni channel Real Estate
Platform with 4 crucial consumer touchpoints: Offline – Online Combo
03-333-333-333
Website
Mobile
app
Helpline
Office

8. HOUSING
Market-ready for Expansion : Excellent Brand
Launch in March 2015 , Slice view Product , New
businesses like LAND etc