Tele consultation service on BabyChakra

Assumptions:

We have decided to enter this market. I am not evaluating the attractiveness of this market (size, growth
potential, profitability etc.)

We have the necessary regulatory approvals in place to provide this service

Execution plan: I will answer 5 broad questions

1. Service – Which categories should we offer and focus on?

2. Pricing – How to price these services?
3. How do we build this product (Customer journey)?
4. Fulfilling demand: Supply of professionals/partners providing these services
5. Generating demand: Promotion – How to promote this in the most cost effective manner?

Service: Which categories should we offer and focus on?

I will make a list of categories women & children need along the journey of a woman’s pregnancy. I
construct the journey broadly – Pre pregnancy (planning etc.), Pregnancy, Post-delivery (till the child is
~1 year old), Bringing up the child

In each stage of the journey, a woman & child will need multiple services. I will lay out a list of options
for these services but to get a strong sense on critical services, I would do:

1. In depth interviews with women along each stage of the journey to understand their exact
requirements – I can leverage BabyChakra’s customer database for this
2. Mass survey to get a broader picture of the most sought of services – Again, I can leverage
BabyChakra’s customer database for this, but this can be survey sent out to the public

I would concentrate on the core customer segment BabyChakra targets today. We can always expand
segments we target, but to start out, I would concentrate on this tried and tested customer segment

Possible categories (not exhaustive, can be improved basis interviews & survey):

Pre-pregnancy – Infertility doctors, IVF doctors/consultants, Gynecologists, Nutritionists

Pregnancy – Pregnancy experts, Gynecologists, Nutritionists, Fitness instructors, Event planners (for
baby showers), Psychologists, Baby class instructors

Post-delivery – Pediatricians, Gynecologists, Nutritionists (for mother & child), Fitness instructors, Event
planners (for baby birthdays), Psychologists, Peer support groups

Bringing up the child - Pediatricians, Gynecologists, Nutritionists (for mother & child), Fitness instructors
(for mother & child), Event planners (for baby birthdays), Psychologists (for mother & child)

[Baby class instructors: This would be a class for to-be mothers and fathers in which they would learn
about important techniques of bringing up the baby – breastfeeding, dressing, getting the baby to sleep,
burping, important indicators to watch out for etc.
Peer support groups: This would be a support group of young mothers who can share problems,
possible solutions etc. with each other and help each other in the journey]

I would concentrate on top 5 services with the highest demand to start off (these would be finalized
based on interviews and survey). We can add more services over time, but offering too many services at
once and promoting them all would confuse customers and would reduce the impact and effectiveness
of our promotional campaigns

Pricing: How will I price this service?

This will be dictated by 2 main factors – consultation fees demanded by services providers (partners)
and pricing offered by competitors

Competitors – This would include doctor on call apps like Practo, DocPrime, Urban company (online
fitness, yoga) etc.

To launch the service, I would give offers such as early discounts, cashbacks on wallets, gift coupons to
BabyChakra products etc.

How do we build this product (Customer journey)?

Front end journey – Design of end to end customer journey on the website and the app; Includes visual
designs, user interactions (navigation, selecting slots with partners etc.)

Back end build – Workflow management in the backend systems

Fulfilling demand: Supply of professionals providing these services

It is important to have a good supply of professionals providing these services on the website & app
before we launch and market to our target audience. We don’t want to end up having demand but are
unable to fulfill it – would create repercussions to the BabyChakra brand as well.

I would do a partner onboarding drive to onboard doctors/nutritionists/fitness instructors/event

planners etc.

I would onboard a doctor who works in a known hospital and use his/her connects within the hospital to
onboard other service providers (nutritionists, fitness experts etc.). This would reduce the cost of
partner onboarding

Once partners are onboarded, I would use them as a channel to promote these services to our target
audience who visit these partners

Promotion: How to promote this in the most cost effective manner?

Broadly there was 2 ways we can do this (not exhaustive, we can add ideas to this list) –

ATL marketing – Ads in TV, newspaper, magazines, public banners etc.

BTL marketing – Targeted emails, SMS, targeted ads on google, Facebook, Instagram, Referral program
etc.

I would not use ATL marketing to start with.

BabyChakra would definitely have a captive customer base – email ids & phone numbers of customers,
WhatsApp groups, Facebook pages/groups, Instagram followers etc.

I would leverage this captive audience to extract maximum returns:

1. Customized emails, SMSs to target customers

2. Promotion on WhatsApp groups, Fb pages & groups, on Instagram
3. Referral program for existing customers
4. Promote on BabyChakra landing page (website & app)
5. Google & FB ads (will have to evaluate cost effectiveness)
6. Promoting via partners (covered in fulfilling demand)

Marketing collateral that would need to be created would include – emails, SMSs, promotional videos,
customer testimonials (online posters, videos etc.)

Stakeholders to be involved in this execution (No. of resources needed are broad estimates, will need
further iterations):

Marketing team – To create surveys for our target audience, to conduct in depth interviews, to create
marketing collateral (email content, SMS content, videos etc.), to manage Google & Fb ads, WhatsApp
groups etc.; No. of resources needed: 3

Operations team – To conduct partner onboarding drives, to understand pricing structure of partners, to
understand pricing structure of competitors, to train partners on product usage; No. of resources
needed: 1

Design team – To create marketing collateral (posters, emails, ad design etc.), to design attractive
customer journeys on the website and app; No. of resources needed: 2

Tech team – To build the product on the website and app (building this on the app is very critical); No. of
resources needed: 3

Partners – To provide services, promote offerings to their customers, give feedback to help improve
product and offerings