Scrum Bangalore 17th Meetup - June 11, 2016 - Coffee Mug Paradigm - Nitish Gulati - at Prowareness

1. Lean Product Marketing - Case Study
The Coffee Mug
Paradigm
By,
Nitish Gulati,
Product Owner,
Cybrilla Technologies
&
Blogger
www.nitishgulati.com

2. What is the case study?
❖ Sector - Food Tech.
❖ Companies - TinyOwl, DineOut, Swiggy.
❖ Key Factor - Coffee Mug - Start ups going nuts over it!
❖ Focus - Relentless focus on distribution of free coffee mugs to
attract customers to stalls.

3. Situation Analysis
❖ Model - Offline Marketing through stalls at various locations.
❖ Peak Time to engage with consumers -
❖ 9.30 - 11.30 AM (Breakfast)
❖ 12.30 - 3.00 PM (Lunch)
❖ 5.00 - 6.30 PM (Snacks)
❖ Total time for engagement - 420 mins per day
❖ Locations – Waverock SEZ, Hyderabad

4. Testing the Data Waters
Brands Dineout Swiggy TinyOwl
Factors
Staff at the stall 3-5 5-7 3-5
Stall Positions
(Single Location)
2 2 1
Number of Days 2 2 1
Cashback Rs 100 NA 100% up to Rs 150
Mugs Handed Out 420 168 NA
Stall Decoration Simple Grand Moderate
Orders Achieved NA 84 NA
Engagement Time 420 mins per day 420 mins per day 300 mins per day
A bird’s eye view of the defined metrics

5. It’s somewhat measurable, but is it working?
❖ Not really lean!
❖ Where are the Key performance indicators (KPI’s)?
❖ If KPI’s exist, which facets of a coordinated marketing
campaign are having a positive impact on them?
❖ Let’s introduce something called- Lean Product
Marketing

6. Lean Product Marketing - What is it?
❖ Validating learning and being able to judge the needs
of early customers.
❖ Identifying the minimum viable product (MVP) and
being agile around it with respect to marketing.
❖ Value, experimentation over planning.
❖ Testing and metrics are vital to the growth

7. Applying Lean Marketing - Let’s deep dive
Brands Dineout Swiggy TinyOwl
Business Case
Install
Enter code
Credit of Rs 100
Get mug
Install
Min order of Rs 50
Get mug
*100% cash back
up to Rs 150
*Play dart game - 5
chances. Up to Rs
300 back. Get mug
Observations
*Network Issues
*Time to register
pre download
*Network Issues
*Time to place
order
*Less numbers
due to costs
involved
*Network Issues
*Time to play
game
*Breakfast time not
included (Lost 120
mins)
Assumptions
Approx. 2 mins
time for
installation, code
redemption and
registration
Approx. 4-5 mins
for installation,
placing order and
collecting mug
Approx. 3 mins for
playing game,
code redemption
and registration

8. Applying Lean Marketing - Let’s deep dive (cont.)
Brands Dineout Swiggy TinyOwl
Tangible Factors
Staff at stall ₹7500 ₹10000 ₹7500
Rent ₹28000 ₹28000 ₹14000
Cashback ₹42000 NA ₹ 40000 (30 + 10)
Mugs ₹21000 ₹8400 ₹5000
Stall decoration ₹5000 ₹10000 ₹5000
Orders Achieved NA ₹8400 NA
Total ₹61500 ₹48000 ₹78500
Non tangible factors
Stall Attraction Simple Grand Moderate
Customer profitabilty Grand Moderate Simple
❖ All values in Indian Rupees (INR)

9. ❖ What could the 3 start ups have done differently post
this analysis?
❖ Plan for a Sustainable pace.
❖ Removing Impediments (TinyOwl)
❖ Just In Time Reviews (DineOut)
Applying Lean Product Marketing
❖ Lean Marketing Factors used -
❖ Experimentation | Customer feedback | Metrics

10. The Coffee Mug Judgement
Paradigm Winner Runner Up
Consumer is the King DineOut TinyOwl
WOW Factor TinyOwl Swiggy
Balanced Market Strategy
(ROI + Customer Acquisition +
Customer Retention)
Swiggy NA

11. Conclusion
❖ Lean product marketing is a cycle – Not a big bang
approach.
❖ Have something akin to a MVP
❖ Measurements, like burn down charts, are important
❖ Retrospect helps in maintaining the vision of the brand
❖ Focus on building experience with consumers

12. Connect With Me
/in/nitishgulati
@GulatiNitish
www.nitishgulati.com