The document discusses "The YES", an e-commerce company that aims to provide a personalized shopping experience for women using artificial intelligence. Some key points: - The YES uses customer data and fashion algorithms to provide tailored product recommendations and has partnered with various fashion brands. - Since launching in May 2020, it has acquired 30,000 users but its algorithms need improvement to better convert users to customers. - It faces a decision on whether to invest in more customer acquisition to improve its algorithms through more data, or focus on optimizing its existing offering and algorithms first before acquiring more customers. - Going forward, it is suggested The YES optimize its algorithms and marketing, focus on the "Fashion Follow

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Group 4
Pranay Bakhtawar | Priyanka Mishra | Pratyush Rahul | Puneet Bhardwaj | Rajat Aggarwal
THE YES
Reimagining the Future of E-Commerce
with Artificial Intelligence (AI)

2. 2
What is the “The YES” ?
Use technology to create a personalized shopping experience by
offering tailored recommendations
MISSION STATEMENT
Ecommerce Company
– App only
Sell Fashion To Women
Uses data to personalize
experience
Works with various brands to
sell their catalogue
Makes revenue through
commission on sales

3. 3
YES Technology Offerings
Brand Integrations
Adaptive, User
Centric Ecommerce
Platforms
Fashion Algorithms
Algorithm Meets
User Experience
The
YES
Platform
Brand
Partners
Customers
TECHNOLOGY TECHNOLOGY

4. 4
The Story So Far (since Launch)
Launched in May 2020 to great fanfare. Has 30,000 users by August
2020 | Monthly Sales of ~ $2,50,000
Initial Customer Research
Performance Marketing Tests
• Customer Acquisition Cost was $100
• Organic and Sharing Acquisition Channel lead to highest 2nd Week Retention
• Highest installs (2,000) through Social, but lowest 2nd Week Retention
FASHIONISTA
Likes having brands
Knows Exactly What to Buy
Heavy user of search bar
Budget $250 - $500 for a top| $500+ for a dress
FASHION FOLLOWER
Looks for family and friends for affirmation
Looks for Ease of Discovery product/brand mix
Uses YES for Inspiration & recommendation
Budget $75 - $150 for a top| $150 for a dress

5. 5
Monthly Numbers
Parameter Numbers Unit of Measurement
Total Users 30,000 Users
Users who took action 85% %
Users who took action (# Users) 25,500 Users
Conversion from Activity to Transaction 4% %
Users who undertook a transaction 1020 Transaction
Average Order Value 225 Dollar
Total Sales 2,29,500 Dollar
Avearge Units Per Transaction 1.8 Units
Commission Earned 25% %
Total Commission Earned by the YES 57,375 Dollar

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The Decision Dilemma
Spend more money on customer
acquisition to get more customers to
make the algorithm better
Work on making the algorithm and the
offering better before investing to get
more customers
• The algorithm is not good enough
• Will lead to disappointed users
• Negative Social Media
• Gives time for competition to replicate
• There will always be room to improve
• Low sales will frustrate brand partners
• More Users = More Data = Better Algo
• Drives better revenue for Brand Partner
• More users/data better for FB
Campaigns
• Improve customer conversion
• Further Optimize CAC numbers
• Build Website for better SEO
Solution
Possible
Risks &
Negatives
Possible
Upside
Path A Path B

7. 7
Analysis – 4Ps
PLACE
PROMOTION
PRICE
The entire interaction and transaction takes place
ONLINE through the means of a mobile app
The platform gets traffic through various channels
PR, Organic Social, Paid Social and Referral and
Press Coverage
Dynamic Tracking & real time response – Lowest
Pricing for the clothing items
The implicit price is also the privacy of users
PRODUCT
The product is a personalized shopping experience
for women

8. 8
Analysis – 5Cs of Marketing Strategy
COMPANY
The Company is tech-driven
online retails company with an
experienced promoters
CUSTOMER
The Aim is to give customers i.e.
women fashion shoppers - a
personalized shopping
experience
COMPETITION
Any online fashion aggregator
like Amazon, Nordstorm selling
similar items is competition
COLLABORATOR
Fashion brands whose clothes
will be merchandized and sold
on the platform
CONTEXT
Customers are rapidly migrating to online shopping
Rising concerns regarding privacy

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Other Information
Other Revenue models which can be explored
Customer Conversion & Retention Metrics need improvement for next funding
To Leverage Google, there is a requirement to develop a website
Relatively Early Days for the Company | 30,000 Monthly Active Users | 34 Employees
Partner Brands will required higher volumes (higher sales) to continue selling on the YES

10. 10
The YES - STP
The YES as a shopping platform
serves the following
1. Online Shoppers
2. People who use apps
3. Fashion Shoppers
4. Women Shoppers
The value prop of the firm is
already well designed. However,
the execution needs to be
improved upon
“A women who wants to shop;
not one who wants her
shopping to be done for her”
Based on our analysis, The YES
should target the “Fashion
Follower” Cohort of Customers
1. Their shopping habits are
more in sync with the value
prop of the platform
2. They were more satisfied
with the platform’s
personalization feature
SEGMENTATION TARGETTING POSITIONING

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Product Market Fit
What is Product Market Fit?
Product-market fit describes a scenario in
which a company’s target customers are
buying, using, and telling others about the
company’s product in numbers large enough
to sustain that product’s growth and
profitability.
Has the YES Achieved product market fit? NOT COMPLETELY

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Which Path to Take
Spend more money on customer
acquisition to get more customers to
make the algorithm better
Work on making the algorithm and the
offering better before investing to get
more customers
• The algorithm is not good enough
• Will lead to disappointed users
• Negative Social Media
• Gives time for competition to replicate
• There will always be room to improve
• Low sales will frustrate brand partners
• More Users = More Data = Better Algo
• Drives better revenue for Brand Partner
• More users/data better for FB
Campaigns
• Improve customer conversion
• Further Optimize CAC numbers
• Build Website for better SEO
Solution
Possible
Risks &
Negatives
Possible
Upside
Path A Path B

13. 13
Suggested Solutions & Way Forward
Optimize &
Develop
• Use Resources towards improving the algorithm to make the
sales conversion better
• Invest towards making a website (to use Google)
• Improve and further optimize paid marketing performance –
retention metrics of paid marketing are not as good as the ones
from organic marketing
Focus on One Group
(Better Targeting)
Develop New
Revenue Streams
• Focus just on the Fashion Follower Group; not on Fashionistas
• FF use app with the intended use; data from usage also supports
• Fashion Influencers – Use them to drive more customers &
revenue to the brand
• White Label Technology for Fashion Brands – Leverage the
existing technology stack to build online solutions for brands

14. Thank You
Any questions?
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