Nirvah W11 | Key metrics and acquisition plan

n i r v a h
Rahul Dedhia | Yagya Gulati
November 14, 2020Be A Part Of The Revolution!

2
Nirvah’s mission is to promote and encourage
sustainable packaging in the FMCG sector
by raising awareness about a cradle-to-cradle
approach and help support a circular
economy.
mission statement
Creative Founder | Yagya Gulati | Rahul Dedhia

3
our teamco-founders
Front Stage
marketing | investor relations | sales
Back Stage
operations | finance | technology

4
How might we
facilitate
businesses to
adopt sustainable
packaging
practices in the
FMCG sector?
current
molecule
Adopting and
implementing
sustainable practises
isn’t cost & time
effective
Packaging
companies
for FMCG’s
Online Consulting
Service
people
problem solution

5
Price is king! Companies care more about
an efficient bottom-line rather than social
impact

6
Minimal or no awareness and access to
sustainable alternatives leads to inefficient
(time/cost) procurement of materials.

We believe that the FMCG industry has a
need for a product that builds a community
for packagers and suppliers to compare price,
review alternative innovative materials and
report individual contributions towards a
sustainable economy.
7customer
development hypothesis
“There is no way to look at all the diﬀerent options available in the market side by side.”
“It would be great if we had access to a library of some sorts, breaking down costs and benefits of using
sustainable alternatives”

8
14/17
evidence
9/17
5/17
of our interviewees agreed that procurement of
innovative materials wasn’t time & cost effective
of our interviewees stated that the ability to compare
pricing and getting quotes real time is absent
of our interviewees were interested in conducting
a sustainable audit
of our interviewees agreed that sustainable packaging
is a new trend with surging demand16/17
testing hypothesis

9customer
development
behaviors
Gives more importance to the appeal and profit
than social impact
Uses plastic/polymers packaging in most products
Follows a set in stone business model
Opts for easily procured materials
needs and goals
Efficient way(time and cost) to procure sustainable
materials
Awareness about the innovative alternatives(functional)
Providing low prices to customer without harming the
environment
Required to report CSR activities by law
people
Raj Kapoor
“How can use sustainable
packaging while cutting
costs?”
facts
Gen Y (35 Years Old)
New Delhi, India
Packaging Distributor
$ 100k+ / Year
provisional persona

10
product
solution
https://
reddevildedhia.wix
site.com/nirvah

key features
solution
Resources Catalogue
Browse, compare, save and order innovative sustainable
materials, pre procured making it cost and time efficient.
Sustainability Consultation
Consult with Nirvah’s experts to strategize and change
current business practices to be more sustainable
01
02
use
use

12market type
and sizing our market
Segmented
by niche

13market type
and sizing
FMCG Packaging
India
USD 50.5 billion in 2018
with CAGR of 26.7%
TAM
SAM
SOM 10% market share in
Sustainable Packaging
for FMCG’s
India
USD 40 million
Sustainable Packaging
for FMCG’s
India
USD 400 million by 2024
with CAGR of 7%
market size? | updated
11/13/20
https://www.mordorintelligence.com/industry-reports/fmcg-packaging-market
https://smefutures.com/indias-sustainable-future-lies-in-green-packaging/

14unique value proposition
01
Ability to browse through
an extended catalogue
of alternatives.
Help companies procure
innovative materials without
compromising on time and
cost
02
03
Help companies be
transparent about
sustainability initiatives
through reporting
business
model

15
Relationship
Revenue Model
Delivery Channels
Hybrid (Online & In person)
Affiliate
TBD
B2B
Transactional
business structurebusiness
model

16
Hybrid (Online & In person)B2B
cost structurefinancials
founders run rate: $87,600/year ($7300/month)
monthly subscription fee: $20/month
consultation fee: $40/hour
affiliate marketing fee: $12/lead | $5/Referral |
2% commission on orders placed
365 user subscriptions/2,190 hours of consultation
to break-even

early mvp experiment
Insta Page and Ads
Making an Instagram page to connect with competitors and early adopters
to drive traﬃc to our page and increase presence in the market.
Link Tracking/Wix Analytics
Monitoring and analyzing how many people open the link through online ads.
Letter of Intent
Build relationships with local companies to get them onboard and commit to
being the ﬁrst beta testers
_________________________________________
Time Period (15 days)
November 10 - November 25

18early mvp
Insta ads | waiting on to the results
Be A Part
Of The
Revolution!
Resources Catalogue
Browse, compare, order innovative sustainable
materials, pre procured making it cost and time efficient.
Sustainability Consultation
Consult with Nirvah’s experts to strategize and change
current business practices to be more sustainable
A small step in the
right direction is all
that matters.

acquisition plan
Goal
We plan to validate our acquisition plan by
getting people to sign up for the mailing list/
newsletter.
Channel
Link tracking through Instagram ads & Wix
analytics for the number of people signing up
for our mailing list.
Time Period (10 days)
November 19 - November 29
Instagram Ads Outreach
IG Engagement
Landing Page
Onboarding

metrics
# of users with 3+ saved materials within a week, per
month.
% of orders placed by the users who browse materials
3+ times a week, per month.
% of users registering for sustainability evaluation on the
sustainability audit page 3+ times a week, per month

21
moving forward
01
reach out to companies
and try to sign a letter of
intent for our first beta
users
MVP
track and analyze acquisition
experiments and review
metrics
Acquisition & Metrics
02
research &
next steps
03
writing out the script and
formulating a solid story
for the final pitch
Pitch

22
appendix
0
Week 2Week
#
Type
Weekly check in time – Wednesday, 8:30 pm PDT (09:00 pm IST)
Week 3 Week 4 Week 5 Week 6
2023
NA InterviewsNAInterviewsInterviews
Week 7
6
Interviews
Week 8 Week 9
4
Interviews
Worked on
explainer
video
+
Key Uses
Brainstorm
+
MVP launch
Week 11
Launched
Acquisition
Exp
+
Defined
Cost
Structure
+
Metrics
Week 10
Validating
the
problem
+
Early MVP
experiment

23
T H A N K Y O U!

We believe that the FMCG industry has a
need for a product which enables businesses
to compare buying options, report CSR
activities and highlights contributions
towards a sustainable approach.
24customer
development hypothesis

25
participants | recruitment
Jindal Global Law School,
Sonipat, Delhi
Gautam, 23
Ahmedabad International School,
Ahmedabad, India
Param, 17
Executive Director Emeritus, Board
President, Bay Area Green Tours
(Sustainability in Action)
Marissa, 45
Social Media || 17 mins Former employer || SaturdayNeighbor || 22 mins
Name/Age
Work/School
Channel
appendix

26
participants | recruitment
Founder of JPM,
a manufacturing unit for
household stuff
Pranav, 25
Runs an NGO for kids in
government schools of India
Arush, 26
Social Media || 20 minsCommon Friends || 30 mins
Name/Age
Work/School
Channel
appendix

interview participants
Operations Manager
Participant A
Business Owner
Participant B
EmailSocial Media || 35 minutes
Name/Age
Work
Channel
primary
research

Graphic/Package Designer
Participant C
FMCG owner
Participant D
Phone call || 25 minutesLinkedIn|| Written
communication
Name/Age
Work
Channel
primary
research

Packaging and Engineering
Participant E
Senior Industrial Designer
Participant F
LinkedInSocial Media || Virtual
chat
Name/Age
Work
Channel
primary
research

Business Owner
Ahmedabad, India
Participant 12, Tarana
Environmental Activist
Ahmedabad, India
Participant 13, Moksha
LinkedInInstagram
Name
Work
Channel
primary
research

Procurement Manager,
Maharashtra, India
Participant 14, Ajay
Product Designer,
Delhi, India
Participant 15, Jacob
ZoomZoom
Name
Work
Channel
primary
research

Gift Packaging
Ahmedabad, India
Participant 16, Kushal
NGO, Delhi, India
Participant 17, Raghav
Phone CallPhone Call
Name
Work
Channel
primary
research

36
Interviewees | previous
appendix

37
identifying patterns
lack of awareness lack of motivation
community lack of responsibility
ethics vs price
users
community habits
lack of information
misc.
appendix

interview learnings
price is king
time and cost
effective
service and
scale
primary
research
bottom-line is
important
functionality
and durability
need to meet
client needs
willing to pay a
premium for local
& sustainable
Minimal to no access
and awareness about
alternative materials
feel good
factor
CSR activities
decision making at
the point of
purchase
applying for
certifications

39
insight 1
lack of motivation/
incentives creates
irresponsibility
“even if I want to, I skip it.”
“I don’t have time to look at what
material is my product made up
of.”
appendix

40
insight 2
“I feel most of the sustainable
alternatives are overly priced just
because of the tag. Look at Apple,
the more they talk about it, the
more expensive they get.
perception of
sustainable
alternatives being
expensive and
unaffordable
appendix

41
insight 3
“Lack of responsibility to dispose
of the material or purchase no one
really talks about it in my society
and I so never gave it a thought
either. Brand names do matter,
and many of them do have
unsustainable means. enable
materials from social media pages
such as sustainable living and
green matters”
influence of community
on personal behavior
appendix

why is this important? 42secondary
research
“ The potential for packaging to have a negative impact on
the world environment is enormous. Therefore, there is a
huge responsibility on the makers and users of packaging
to ensure they 'design out' any potential negative impact
of their products. ”
https://www.ebrocolor.com/sustainable-packaging-report.html

why now? 43secondary
research
“Sustainable packaging is
no longer a nice-to-have.
It’s a must-have for any
brands looking to future
proof their operations
against the rising tide of
consumer scrutiny.”
The trend toward sustainable packaging, rooted
in a larger environmentalist movement, has been
gaining traction for quite some time.
Companies are now having to operate in a
new environment which is increasingly
empowering the voice of the consumer

1. Fast moving consumer goods (FMCG) is the fourth largest sector in the
Indian economy.
2. India on track to be the third largest consumer market, $6 trillion by 2030
3. Sustainability is becoming a priority across all sectors. Spending patterns for
the youth more social impact driven
4. Indian govt. is mandating companies to adopt sustainable practices to meet
UN’s SDG’s
5. MNC’s are paving the way for India to incorporate sustainable practices in
businesses
6. Out of the top 42 FMCG businesses operating in India, only 23 have
sustainability reports, all of which regard sustainable packaging as a key issue
in their supply chain.
44market
opportunity why now?

findingssecondary
research

scope and other initiatives 51secondary
research
The green packaging market registered a value of
USD 237.74 billion in 2019 and is expected to be
313.93 billion in 2025 to register a CAGR of 5.7%
over the forecast period from 2020 to 2025.
Nestlé planned to spend as much as 2 billion Swiss francs (USD
2.1 billion) on shifting its packaging from virgin plastics to food-
grade recycled plastics and increasing the development of more
sustainable solutions.
According to new research by Trivium Packaging, nearly three-
fourths (74 percent) of consumers are willing to pay more for
sustainable packaging.
In October 2019, Coca-Cola Western Europe and Coca-Cola
European Partners (CCEP) stepped up their ambitions for a
World Without Waste by accelerating their joint action plan to
collect, recycle, and reuse their packaging.
The report shows that almost 60 percent of consumers say they
are less likely to buy a product in harmful packaging.

www.mordorintelligence.com/industry-reports/green-packaging-market
secondary
research

53
key statisticssecondary
research
2 in 3 consumers think brands that make a
public promise to be sustainable are more
trustworthy.
At a global level, we’ve seen the number of
consumers who say they would be willing to
pay more for sustainable/eco-friendly products
grow from 49% in 2011 to 57% in 2018.
61% of consumers say they’re likely to
switch from their current brand to that
which is more environmentally friendly.
Aﬀordability is more important for
consumers aged 55-64 than it is for
consumers aged 16-24.

54market type
and sizing
FMCG Packaging
Globally
with CAGR of 4.6%
TAM
SAM
FMCG Packaging
India
USD 10.5 billion
FMCG Packaging
India
with CAGR of 26.7%
10/29/20

55
Packaging for
all sectors
Globally
TAM
SAM
SOM Packaging for
Household Supplies
India
Packaging for
Household Supplies
Asia
market size? | previous
10/13/20
appendix

56market type
and sizing
FMCG Packaging
Globally
with CAGR of 4.6%
TAM
SAM
FMCG Packaging
India
USD 3.535 billion
FMCG Packaging
India
with CAGR of 26.7%
11/08/20

57
lean canvas
appendix

58
market fit
lean canvas
Problem
Existing alternatives
Unique Value Proposition
Unfair Advantage
Channels
Customer Segments
Early Adopters
Revenue Streams
Lack of
ecolabels
Numerous certifications
Traditional
practices
Social
Impact
Expand
customer
base
One stop for
certifications
Improves
brand
image
Accountability
Online
Marketing
Insta, FB,
Google
ads.
Word of
mouth
Endorsement by
environmental
agencies
E-
Commerce
Big Tech Retailers FMGC’s
Packaging
Distributors
E-Com
Startups
FMCG manufacturers
Online
Marketing
Brokerage
Usage
Fees
LEED BCorp Fairtrade EcoMark
GreenSeal FactoCert DQS EasySnap
Affordability v/s eco-
consciousness
Govt.
initiative
Built
relations
Help businesses with
an easy transition to
sustainable practices.
Potential platform for
businesses to acquire
customers.
Help companies future proof
their products.
Increase in customer loyalty.
Be part of the revolution.
ConsulTivo Sphera
AdvertisingExpo’s
Amazon
PFS Labels on existing
packaging
10/29/20

59
market fit
lean canvas
Problem
Unique Value Proposition
Unfair Advantage
Channels
Customer Segments
Early Adopters
Revenue Streams
Lower
profit
margins
Numerous certifications
Traditional
practices
Social
Impact
Expand
customer
base
One stop for
certifications
Improves
brand
image
Accountability
Online
Marketing
Word of
mouth
Endorsement by
environmental
agencies
E-
Commerce
RetailersFMGC’s
Packaging
Distributors
E-Com
Startups
FMCG manufacturers
Online
Marketing
Affiliate/
Referrals
Consulting
LEED BCorp BSI Prisq
SGS FactoCert DQS
Greenlab
el
Affordability v/s eco-
consciousness
Time v/s
cost
Built
relations
Strategize and help businesses
adopt sustainable practices
Market expansion through
certifications
Helping companies be
transparent about CSR
Packmile Sphera
Advertising
Packagin
g Expos
Amazon
PFS Labels on existing
packaging
11/13/20
Google ads
LinkedIn
outreach

60
market fit
lean canvas
11/21/20
Problem
Unique Value
Proposition
Unfair Advantage
Channels
Customer Segments
Early Adopters
Revenue StreamsCost Structure
Capital
Solution
Operating
-Web Development $8000
-Advertising(v) $800
-Salaries(f) $2400
-Website Handling(f) $600
-Inventory (COGS)
-Insurance(v/cogs)
Key Metrics
Time v/s cost
Affordability v/s eco-
consciousness
Not much access to
resources
Packmile
Greenlabel
Sphera
SGS
An online service
making the process of
procuring sustainable
materials time and
cost effective for
FMCG’s
Time v/s cost
Affordability v/s eco-
consciousness
Not much access to
resources
Expand customer
base
Social Impact
Accountability
Online Marketing
(Insta, Facebook,
Google ads)
Website
Conferences
E-Commerce
FMCG’s
Retailers
Suppliers
FMCG manufacturers
Packaging Startups
Ecom
Strategize and help
businesses adopt
sustainable practices
Help businesses with
an easy transition to
sustainable practices.
Have access to an
extensive catalogue
of alternative
materials.
Increase in customer
loyalty. Be part of the
revolution.
-Rent & Utilities(f) $3500
Monthly subscription fee $20/
month X 100 Companies on
an annual plan = $24,000
Consultation Fees = $40/hour
Affiliate Advertising = $12/lead
$5/Referral
2% commission on orders placed

61comparative
research petal diagram
N I R V A H
10/13/20

66
references
https://www.recycling-magazine.com/2020/04/23/31232/
https://www.mordorintelligence.com/industry-reports/green-
packaging-market
https://smefutures.com/indias-sustainable-future-lies-in-green-
packaging/
https://www.industryweek.com/the-economy/environment/
article/21949297/innovations-challenges-to-setting-global-
sustainable-packaging-guidelines
https://www.ebrocolor.com/sustainable-packaging-report.html
https://www.mckinsey.com/industries/paper-forest-products-
and-packaging/our-insights/the-drive-toward-sustainability-in-
packaging-beyond-the-quick-wins
https://www.globalwebindex.com/reports/sustainable-
packaging-unwrapped
appendix

Nirvah W11 | Key metrics and acquisition plan

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