Whats Nxt For TVS

TVS Nxt Gen
Subrat Kumar Dash
TVS © 2021, talentathon Genuine innovative creation from scratch

Two Wheeler - Zoom Out

Source: https://tradebrains.in/tag/two-wheeler-market-share-in-india-2021/
India Sector Snapshot

TVS arsenal in 2-Wheeler Space
Source: https://www.autopunditz.com/ Figures are for FY21
Sales: 1100

USER DISCOVERY
Google Form Used : https://forms.gle/oAdu8fXmsjZ4PanJ6

Key Insights Actions
● Young travel friendly person’s
dynamic lifestyle left with
operational challenges and
unmanageable bike life cycle
management.
● Bike as an asset, possession is
pretty much emotional rather than
being rational.
● Recurring Service level experience is
too late to avail and ensuring a
quality of service
● A platform for managing your bike's
life cycle and creating an easy of co-
operational ecosystem.
● Impactful self guided platform for
unbiased and rational decision for
value for money with high degree of
purchasing need
● Your Genuine service is at your
pocket(though automated BaaS
Platform)

Business Model Canvas (For Youth Customer Segment)
Customer Segment
Customer Relationship
Value Proposition
Channels
Key Resources
Key Activity
Key Partners
Cost Structure Revenue Stream
Technology
• Real time Health
check and Remedy
• Connected services
for fuel/charging
station discovery
• Dashboard for vehicle
performance
• 18 to 35 years
frequent driver loves
trendy bike, More
Concerned about
mileage,
maintenance, love
technology, wants to
be user of bike
Connect
• Connect hospital
and loved ones I
case of emergency
Subscription
• Easy usage of
vehicle on demand
with a subscription-
based consumption
model
Technology Partners
• R&D Team
• Design Team
• Sensor, GPS, Block
Chain, Big Data partners
• Govt policy makers
• Insurance sector
• Health Care Institutions
• Fuel / Charging Stations
• Dealers/Distributors
• Investors
• Digital Channels,
dealers &
distributors
• Through Service
centers, IVR & Call
Centers, Dealers &
distributors
• Development team
• Human Resource
• IP
• Marketing
• Finance
• Leadership Team
• Marketing, Sales,
Solution
Development,
Infrastructure,
• One time purchase
• Subscriptions
• Service and spare parts
• Key partners providing parts and technology services
• Employee Cost
• Production Cost

Business Model Canvas (For Middle Aged Customer Segment)
Customer Segment
Customer Relationship
Value Proposition
Channels
Key Resources
Key Activity
Key Partners
Cost Structure Revenue Stream
• >35 years old
Routine driver
Safety, optimized
maintenance, next
gen technology
benefits, wants to
own bike
Safety
• Driver safety through
voice over
notification to avoid
probable accident
• Proactive voice over
notification of curve,
humps, bends on the
road
• Connect hospital and
loved ones
Technology
• Real time Health
check and Remedy
• Connected services
for fuel/charging
station discovery
Technology Partners
• R&D Team
• Design Team
• Sensor, GPS, Block
Chain, Big Data partners
• Govt policy makers
• Insurance sector
• Health Care Institutions
• Fuel / Charging Stations
• Dealers/Distributors
• Investors
• Digital Channels,
dealers &
distributors
• Through Service
centers, IVR & Call
Centers, Dealers &
distributors
• Development team
• Human Resource
• IP
• Marketing
• Finance
• Leadership Team
• Marketing, Sales,
Solution
Development,
Infrastructure,
• One time purchase
• Service and spare parts
• Key partners providing parts and technology services
• Employee Cost
• Production Cost

TRENDY TAPAN
Used: xtensio.com free version for Persona creation

DISCIPLINED DEEPAK
Used: xtensio.com free version for Persona creation

TVS as of now
Price
TVS
Honda
Hero
Bajaj
Suzuki
Royal Enfield
Yamaha
Price
Mileage
Mileage

TVS Opportunity Space
Accident
Protection
Digitally
Connected
Automated
Health Check
Energy
Dashboard
Path Fore
Casting
POSITIVE
NEGATIVE
Accident protection
predictive warning
systems to save
each life
360 degree connected
ecosystem of health
care, Insurance, Fuel
Station & order
Management
Proactive overall
vehicle health and
pressure check up
and notification
Mileage and
Energy
consumption
matrices
Bumps,
Humps ad
Jumps
notification
01 02 03 04 05
Opportunity for
creating WOW!
BaaS
Bike as a
Subscription
06
TVS Blue
Ocean

TVS Nxt-Gen (Positioning Option 1/2)
TVS
Honda
Hero
Bajaj
Suzuki
Royal Enfield
Yamaha
Damon Nxt-Gen
King on Road
Safety
Safety
Technology
Technology

TVS Nxt-Gen (Positioning Option 2/2)
Damon Nxt-Gen
King on Road
Duration of Subscription
Duration of Subscription
Price
of
Subscription
Price
of
Subscription
TVS
Vogo
Yulu
Bounce
Drivezy
High
Low
Low
High

Market Opportunity
TAM – 280 Bn
SAM – 110 Bn*** APAC
SOM – 2.9 Bn (14.4% Market Share)
Increase As we take Market Share
Source: https://www.fortunebusinessinsights.com/motorcycle-market-105164

Product Backlog
# The Idea Key Result Impacted Risky Assumptions
TRENDY TAPAN
1 Mileage and Energy consumption matrices + Vehicle Engagement Matrices Increase(20%)
+ Brand Value Increase
- Sales might Impact
1. Might Impact Customer retention
2. People will love this feature
2 360 degree connected ecosystem of health care,
Insurance, Fuel Station & order Management
+ Customers NPS will be all time high
+ Sales will improve In double digits
- Vehicle will be under surveillance
1. Customer might not well receive the
surveillance system
2. Connected ecosystem will be well
received by partners
3 BaaS(Bike as a Subscription) + New Blue Ocean market
+Revenue will increase
- Huge Investment of Marketing
1. Demand – Supply Mismatch
2. Theft and Stolen
DISCIPLINED DEEPAK
4 Accident protection predictive warning systems to
save each life
+ Sales Increase
- Wrong information resulted low Customer experience
surveillance system
5 Proactive overall vehicle health and pressure check
up and notification
+ Vehicle Engagement Matrices Increase(20%)
- Sales might Impact
6 Bumps, Humps ,Jumps , Bend's notification +Sales Increase
- Wrong information resulted low Customer experience
surveillance system

FEATURE PRIORITIZATION
# The Idea The Risks Align Research Ideate Create Validate Refine ICE Score
TRENDY TAPAN
1
Mileage and Energy consumption
matrices
High
- Value: Might Impact Customer retention
- Viability: Bike Engine Performance has to be absolutely stable
Med Low High Med Low Med 16
2
360 degree connected ecosystem of
health care, Insurance, Fuel Station &
order Management
Med
- Value
: Customer and partner might or might not well received the
surveillance system
- Viability : High Availability and resilient system
High High High High High Med 28
3
BaaS(Bike as a Subscription) Med
- Desirability: High
- Viability: proper safeguard needed
High Med Low Low Low Low 12
DISCIPLINE DEEPAK
1
Accident protection predictive
warning systems to save each life
Med
- Value
surveillance system
2
Proactive overall vehicle health and
pressure check up and notification
High
- Value: Might Impact Customer retention
- Viability: Bike Engine Performance has to be absolutely stable
Med Low High Med Low Med 16
Bumps, Humps ,Jumps , Bend's
notification
Med
- Value
surveillance system

Product Feasibility Hypothesis Test
The Idea User Persona(Trendy TAPAN)
BaaS
(Bike as a
Subscription)
Experiment 1 Experiment 2 Experiment 3 Experiment 4
Experiment Type :
Interview Target Persona
Hypothesis : At least 10% will
Show interest for BaaS
Risks Evaluated:
Risk #1 Demand Supply
Alignment
Learning:
Learning #1: Targeted market
size is much bigger compared
to what we have thought of
Result: 18% of customer Show
interest for BaaS
Experiment Type:
Corporate Campus Show
Hypothesis : At least 25% will sign for
BaaS
Risks Evaluated:
Risk #1 Demand Supply Alignment
Learning:
Learning #1 Financially stable persona
more interested for BaaS
Result: 35% of early adapters signed
for BaaS
Experiment Type
Digital Marketing(Landing
page)
Hypothesis : At least 5%
will sign for BaaS
Risks Evaluated:
Alignment
Learning:
Learning #1 1%Non
targeted persona showed
interest
Result: 2% of customer
signed for BaaS
Experiment Type
University Campus
Hypothesis : At least 20% will
sign for BaaS
Risks Evaluated:
Alignment
Learning:
Learning #1 : Financially
challenged persona more
interested for BaaS
Result: 21% of customer signed
for BaaS
*** Theft ad Stole is controlled by technology and no experiment

Packaging and Pricing (1 / 4)
Value Metrics For Pricing Consideration:
Metrics Evaluated:
•Kilometer per Day
•Kilometer per month
•Number of hours drive
•Charge per Kilometer
•Number of petrol /charge used
Chosen Metric: Kilometer per month

Pricing Factor:
Weighing Inputs Score (1-10) Notes
Competition (High->Low) 8
The market is low competitive for BaaS (Indirect: Bounce/ Vogo/
Yulu)
One/First-of-a-Kind(Not->Yes) 10 We are one-of-a-kind or first to market.
Scarcity(Abundant->Very Scarce) 3 There is high-availability of vehicle in the market.
Uniqueness (Commodity->High Unique) 9
We are taking a unique approach to an existing product
by offering BaaS and Addon feature
Demand (Low-High) 6
Demand is need to evaluated , but as per quick survey we see it has
good demand
Value(Minimum->Maximum) 8
Our product is of high-value because it holds a large quantity of
finance burden. Maintenance is the key issue taken care by BaaS.
People place a high-value on high key features
Quality(Low->High) 8 Quality improve with proper maintenance
Score : 52/70 Describes we have more power on pricing

Willingness to Pay
Cheap Value for Money Willing to stretch Exorbitant
<1200 Km @Month
Rider
₹1300 per month ₹1800 per month ₹2300 per month ₹3200 per month
1201 - 2000 Km
@Month Rider
>2000 Km @Month
Rider
**These data are filled by asking people and it is specific for the 2-wheeler currently priced range between
55k-75k
** 1200KM figure comes as Indian commuters travel 35 km/day

Pricing DimagSe PyaarSe Dilse
Tagline
Getting Started
For Routined Bikers
Expand your Wing
For Busy Bikers
Kiss your Dreams
For Pro-Bikers
Pricing ₹1800 per month ₹2200 per month ₹2800 per month
Limit : KM@Month Upto 1200 kilometer Upto 2000 kilometer Unlimited
Features
Kilometer Beyond Monthly
Limit
₹2 per additional Kilometer ₹2 per additional Kilometer NA
Number of months subscription 36 Month 24 Month 12 Month
TVS Nxt-Gen Software Essential Features Advanced Features Premium Features
Safety Helmet & Jacket No(one time fees 1500) No(one time fees 1500) No(one time fees 1500)
Maintenance Free Free Free
Analytics & Reports Basic Reports Advanced Reports AI-based Bike Analytics Report
Mobile App Limited Features All Features All Features
Support 24 x 7 email support 24 x 7 chat support Dedicated Support Manager
**Packaging and Pricing for the 2-wheeler currently priced range between 55k-75k

BaaS Platform
01
BaaS
● BaaS Digital Channel
● Vehicle On-Boarding Process
● Consumption Based Billing and Service model
● Connected Dealer and Service Stations
● Easy Vehicle Possession Settlement System
● Vehicle Renewal Platform

Technology Consideration
01
Safety
● Safety notification(SNS)
● IOT with SQS(Simple Queuing Service)
● WIFI Enabled Sensor Devices
● Near field communications(NFC)
02
Connect
● GPS & GPRS
● Block Chain & OMS(Order Management Services)
● Data Lake(Big Data processing of Connected Devices & Vehicles)
03
Collaborate
● Automated IVR ad Chat Bots
● Integrated Insurance, Health care and Automotive Industry System
● Marketplace for Fuelling / Charging Stations

GTM Strategy
We are the world’s first BaaS Vehicle Provider
For young biker who wants mobility without paying an upfront investment, worrying about
maintenance cost (Service/compliance/transportation) and wants to explore trendy vehicle
in the market
TVS BaaS is a powerful Bike as a Subscription Model
That provides young biker flexibility of using a vehicle and use its full potential with ease
of paying the monthly minimal subscription without worrying about costly maintenance
and explore new vehicle as they like
Unlike traditional automotive vehicle providers
Our product bridges the gap between Young Bikers and their Aspirational Needs
holistically

AWARENESS ACQUISITION ACTIVATION RETENTION REVENUE
AWARENESS HOME PAGE
GET PEOPLE
BACK
ADD TO CART
REFERRAL
GET MORE
USERS
CHECKOUT
PAYMENT
COMPLETE
PURCHASE
CHANNELS CHANNELS & PROMOTIONS
Website/App, Explainer Video, Chat bots
Provide Impactful Customer
Engagement
Social Proof to build credibility – Banner
of number of people viewing, Reviews,
Rating, Product Video, Testimonials
Target 1% Website/App Conversion in
first 6 months
Channel Partners – Dealer/Service
Station
Retention – Remarketing, Push Notification,
Email Notification
5% Discount Coupon if user abandons
subscription
5% worth Points to redeem on next
purchase on bike accessories
Word of Mouth
Refer someone, if they
subscribe you get 50%
off on Subscription for
One month and they as
well.
CHANNELS
PAID
Google Ads – Search ad,
display ad, Youtube
banner, video ad
Facebook ad, Instagram
ad, Twitter ads
Influencer Marketing
ORGANIC
SEO, Blogs, Facebook
page, Instagram page,
Youtube channel, Quora,
podcasts, AutoExpo
CATEGORY PAGE
PRODUCT PAGE
RECOMMENDATIO
N
DETAILED
INFORMATION

GTM Strategy
Communication Strategy:
1. Webpage to describe the campaign.
1. Showcase your Bike as a Subscription story.
2. Win a free subscription for 1yr makeover if your story impresses our jury.
3. Follow our Facebook fan page, YouTube channel and Instagram page.
2. Digital Marketing – Google ads, Facebook ads, Insta ads, music app ad
1. Post in subscription blogs/forums, Quora, latest trending posts on new vehicle under BaaS.
1. Email marketing to existing subscribed customers to upgrade to higher package.
1. Digital content for YouTube, Instagram, Facebook – Get your new Vehicle less than EMI,
Testimonials from customers,
1. Interaction/gamification ads on Facebook, Instagram
1. Spotify Podcasts series on “how to own a new vehicle every year”/ “how to own a vehicle less than
EMI”

GTM Strategy
Google Ads
Facebook
Demographic :Age 25-45 :Gender Male and Female,
Location – India/(Start with Bangalore)
Specific interests :Travel/Automotive/ University Study
Life Events: New Job/Recently Moved/Away from Home (in India)
Keywords Average Monthly Search Bid Range
price of scooty 100K – 1M ₹0.89-₹13.81
lowest price scooty 10K – 100K ₹1.21-₹4.94
scooty of honda 100K – 1M ₹4.46-₹14.71
hero motor bike 100K – 1M ₹1.21-₹4.92

GTM Health Matrix
Monthly Subscription
Reach Activation Engagement Retention
Business
Specific
No of customer
enrolled
New/Old Customer
% Customer availed
subscription
% Customer using
subscription
% Customer
extending
subscription
Revenue per
customer
% Customer with
one or more Sub.
Kilometer entitled Vs
Kilometer used
%Customer retained
Subscription
revenue
%customer buying
vehicle
No of customer
reaching new
milestone

Budget Estimation
Category Upfront Investment Year 1 Year 2 Year 3
Kick Off and Stakeholder Alignment $15,000 $7,500 $7,500 $7,500
BaaS Connected Platform $158,400 $23,760 $23,760 $23,760
Digital Marketing $47,520 $11,880 $9,504 $9,504
Training & Enablement $1,584 $792 $792 $792
Operational Expenditure $39,600 $19,800 $19,800 $19,800
Legal and Distribution Channel $15,840 $7,920 $7,920 $7,920
Other Miscellaneous $23,760 $11,880 $11,880 $11,880
Total Product Launch Budget $301,704 $83,532 $81,156 $81,156
$547,548
*** BaaS Connected system development as base price
6 Resource
6 Months Development
Blended Rate $25@Hour
Monthly Billing Hour 176
** We are targeting 6000 units of Happy BaaS Customer year 0 , with Double digit growth in next year.

Next Steps - BaaS
01
Strategic
● Monitor and Measure health matrices
● Strategize the Corrective Actions & Preventive
Actions(CAPA)
● Expanding Pan-India followed by Pan-Abroad
02
Tactical
● Establishing Growth Team
● Pilot Region with Corporate & University
Connect
● Monitor and Measure health matrices
● Retrospect on Lessons Learned

Thank You

Whats Nxt For TVS

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