An online meat-delivery app is planning to start its subscription program. As a PM how do you plan the business?

Assumptions

1. I am taking ‘Zappfresh’ one of the leading online meat delivery apps for this exercise. The competitors are Licious and Fresh to home.
2. Most order happens in the early morning and evening slots.
3. Most purchases are of raw meat. Chicken breast pieces are their best-selling product.

Why do people subscribe/ preorder something?

1. The first reason is convenience. Imagine I have an early morning to catch. I schedule a cab the night before in case I forget to book on time or to avoid any situation where cabs are not available. I subscribe to milkbusket so that milk, egg, and bread reach my doorstep every morning without fail. A subscription helps to avoid the repetitive task of ordering online or going to market.
2. The second reason can be on-time delivery. I don’t want my regular groceries to reach within 15 minutes, but by 7 am (my expected time) daily.
3. A competitive price is another major reason.
4. An easy refund or cancellation policy. If I am not satisfied with the service, I want a quick resolution.

User segmentation

1. The best selling product is raw meat, so the customers live with family.
2. Early morning and late evening slots are the busiest. So I assume they are working professionals who don’t have time to go out for meat.
3. Most customers use the app and pay beforehand. So they are comfortable with mobile use.
4. I’ll consider the customers who purchase at least twice from the app as frequent customers.

Plan (listed as priority)

1. Customer convenience should be the top priority. On-time delivery, maintaining quality, and hygiene are some of the primary requirements.
2. Competitive Price
   1. Initially, if the customer is opting for a subscription, there should be a monetary benefit. Convenience and a discounted price should encourage the customer to subscribe.
   2. The user experience should guide the customers through those offers. The customers should not miss the offers.
   3. Track the most used payment methods and cards, like UPI or HDFC Credit cards, and try to provide offers accordingly.
   4. The discounted price and the amount should be highlighted on the checkout page. This might give customers a sense of satisfaction.
3. If the product or the service is not up to the mark, the refund policy should be very simple and straightforward. It creates a bond between the app and the users. A satisfied customer is bound to come back and make a purchase and even recommend it to friends and families.
4. Follow up through SMS, email, or push notifications about their experience after the completion of each purchase.
5. Last but not least, try to convert not-so-frequent customers to frequent customers.
   1. Show the best-selling products at the top of the item list.
   2. Encourage customers to reorder.
   3. Encourage customers to share their feedback/ experience.

Metrics

1. Reorder section
   1. How many customers reorder from the section?
   2. How many customers did not reorder and end up purchasing almost similar items (quantity and products)?
   3. Is there any leakage from reorder to checkout?
   4. How many people have shared feedback?
   5. What are the avg feedbacks?
2. How many times did people look for the help page?
3. How many times did people look for refund/ cancellation?
4. Product page
   1. How many times has a customer visited the product information page before adding it to the cart?
   2. How many customers read about the quality and the process the meat goes through before packaging?
5. Coupons/ offers
   1. How easy it was for customers to find and apply the coupons and discounts?
6. Subscription
   1. A lot of data can be gathered from the follow-ups.
   2. Do the people compare price between regular delivery and subscriptions

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