Post on 29-Mar-2020
ADJGrow the CORE
Mission 1 – Grow the Core“Wherehasthegrowthcomefrom?WhousesEasyParcel?“Howdowehackthegrowthintheshorttomediumterm?”
Mission 2 – Expand into Adjacencies“WhatopportunitieswillexpandEasyParcel’sbusinesswingspan?”
Mission 3 – Aim for Moon-Shot ideas“Whatcouldbegame-changersinthelong-term?”
Objective:Data-drivenGrowthHacking
Leverageinternaldatato:
Segmentandprofilecustomersegments
Defineframeworkfordata-drivengrowthhacking
Assesspastperformance
Customersurveyandresponseanalysis
Exploreuserbase
Validateinsightsandframework
Compileandprioritize
recommen-dations
Datadrivengrowthhacking
Growthhackingapproach
EasyParcelhasahealthygrowthstory– fueledby‘real’transactionsonitsplatform
Theactiveuserbaseissmall:Increasinguserengagementwilldrivefuturegrowth
Customertenureandloyaltyiscritical:70%ofrevenuegeneratedby6+montholdusers
0-1and1-2Kgdominateparceldemographics,withincreasing6-monthshare
UnderstandingEasyParcel’s Growth
Weusedk-meansclusteringtosegmenttheactiveusersbasedontheirEasyParcelusagemetrics,andcreated“personas”foreachclusterbasedoninternalEasyParceldatacoupled
withdatacollectedfromanextensiveuser-surveygeneratedbytheMITteam
SegmentingtheActiveUserBase
- EstablishedinJune2014- Over50Kusers- Fastgrowthandupcomingexpansionsto
IndonesiaandThailand
Snehil Taparia Shaleen Jain FelipeLongoTadeu Rocha
DevelopedHACKFrameworktoexpound27GrowthStrategyHypothesis
H1
HYPOTHESIS
K4
KPIS
C3
CHANGEINITIATIVE
A2
A-BTEST
Snapshotofthefinalrecommendations
SHORTTERM“GROWTHECORE”
MEDIUMTERM“EXPANDINTOADJAENCIES”
LONGTERM“AIMFORMOONSHOTS”
27GROWTHSTRATEGY
HYPOTHESIS
2ADJACENCYEXPANSION
OPTIONS
2LONGTERM
MOONSHOTIDEAS
Proposedneworganizationdesignforfosteringdatadrivendecisionmakingatalllevels
Prioritizedtop~600customersforimmediatereach-outinitiatives
Objective:Data-drivenGrowthHacking Growthhackingapproach
UnderstandingEasyParcel’s Growth SegmentingtheActiveUserBase
DevelopedHACKFrameworktoexpound27GrowthStrategyHypothesis Snapshotofthefinalrecommendations
FinalWorkshopwithEasyParcel Team TeamDinner