This document provides an agenda and overview for developing a peer-to-peer equipment rental marketplace. It discusses potential customer segments, problems they face, and proposed solutions. Validation steps are outlined to test demand and supply. A user story map and marketplace KPIs are presented. The summary is: The document outlines plans for a peer-to-peer equipment rental marketplace to address the needs of scientific users who need equipment quickly and decision makers concerned with costs. It discusses validating the model through manual transactions before building features. Key aspects covered include customer segments, solutions, validation steps, a initial user story map, and important marketplace KPIs to track.

1. TWG
Abhishek Joshi
Senior Product Manager
1

2. Agenda
Market Entry
Customer Segments & their Problems
Solutions
Validation
User Story Map
KPIs
2

3. Market Entry
Should we enter the market?
3
● Selection
● Customer Experience
● Quality
Size Growth Key Drivers Competition

4. Market Entry
How to enter?
4
Ways to
Enter
Acquire an existing
player
JV
Start self from
scratch

5. Customer Segments & Problems
5
Customer Segments
Users (Scientists, Tech.) Decision Makers (Fin.)
● Equipment shortage
● Want something quickly
● Budget limitations
● Can’t buy everytime
● Control costs - don’t
want to spend a lot
Users want equipments quickly, while decision makers do not want to spend a lot

6. Solutions
6
P2P / L2L Rental Marketplace
03
● Additional source of revenue for labs
● Faster turnaround due to availability of unused inventory
● InnoClient has expertise in marketplace model
Buy in-demand equipments to offer rental
services02
● Significant upfront investment in procuring equipments
● Significant overhead due to storage costs during non-rental period
● InnoClient doesn’t have immediate expertise to leverage
Offer Lending services to overcome
budget limitations01
● Adds to cost and bottomline concerns of decision makers
● Due-diligence and approval takes time; users can’t get equipments quickly
● InnoClient doesn’t have immediate expertise to leverage
Offer to run rental services for
manufacturers/distributors04
● Can cannibalize the primary source of revenue of manufacturer/distributor
● Significant overhead due to storage costs during non-rental period

7. Validation
7
Key aspect of marketplace is that avg. order value must be significant for supplier to have incentive
Labs are willing to rent their
equipments
No supply
Labs are willing to rent
used equipments
No demand
Labs are willing to pay to
rent used equipments
Reduced monetization
opportunities
Leap of Faith Assumptions
If fails,
Identify few labs, enquire
opportunities to rent unused
equipments; procure the list

8. Validation
8
Smoke test - Drive traffic to a LP listing
equipments from supply-side; on demand
interaction, facilitate the transaction
02 Part automatic and part manual transactions
Ask other segments of labs to contact
when they’ve equipment needs; procure
from supply-side labs and have it shipped
01 First few transactions will be completely manual, which is fine
as we don’t want to build something until validated
Validating demand side
Metrics
● List Rate
● Conversion Rate
● Fill Rate
● CSAT
● Return Rate

9. Key Factors
9
Once validated that there is a demand for this model and this model works, we build on top of it
Payment Collection &
Settlement04
Consumer Acquisition
03
Inventory Listing
02
Supplier On-boarding
01
Issue Resolution
07
Fraud prevention & Insurance
06
Fulfilment - pickup & delivery
05
Quality Check
08
● How to monetize - commission per transaction, shipping fee, listing fee, ads etc.
● Rules for the suppliers and renters

10. User Story Map (first few versions)
Update Profile
View available
equipments &
price
Search by
keyword
Filter by Brand
Filter by Ratings
View photo &
description
View detailed
specs
View Ratings
View Reviews
Search Research
Enter duration
Add/Remove to
cart
Change quantity
Shop
Create Account
Save Payment
Account
v1
v2
v3
MVP
Autofill address
Enter shipping
address
Pay with card
Link Bank
Account
Pay
Call/email support
Raise return
request
Return
10
Use existing platforms such as Yelo, Shopify for rental marketplace without having to build anything, use
standardized templates; partner with 3P payment and logistics support providers
GTM
Inbound
● Organic (Search,
Content)
● Inorganic (Ads
across various
platforms)
● Social Channels
Outbound
● Partner with labs
(govt., private,
university etc.)
● Partner with
federal/state
agencies
● Set up booths at
conferences

11. Marketplace KPIs
CAC
T2S
Conversion rate
Abandonment
rate
Acquisition Conversion
GMV
Revenue
ARPC
Monetization
Repeat usage
rate
Churn
NPS
CSAT
Retention
Return rate
Cancellation rate
Late delivery rate
Quality
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