Improving user acquisition for supertails
PM School Case challenge #202
Problem Statement
This was a national level challenge conducted by PM school in August 2024. Pet-care market is a booming market in India and Supertails focuses on being the one-stop solution for pet-parents. Given the problem statement, the goal is to improve acquisition by 30% and to achieve this, three new features are to be launched on the app specifically designed to benefit new pet parents and help acquire them.
The Problem-Solving Approach
To begin with, I’ve never had a pet dog or cat (which form 90% of the pet population in India). Hence, I had to understand the parenting experience in the initial months from pet owners and the lay emphasis on the difficulties new pet-parents faced. I also had to leverage the strengths of Supertails (Tele-consultations for pets) and find pain-points in the experience/journey of new pet-parents for value addition. Post Covid-19, there has been a significant change in Petcare market and new trends have been observed accordingly. Using these trend insights backed by solid research, I plan to deduce accurate pain-points and recommend solutions accordingly.
Primary and Secondary Research
The basic understanding I was able to gain was that new Pet-parents were quite satisfied when they received the right information at the right time from a genuine source without any effort or expense. However, the latent need present in their words was the convenience to approach any credible source across various stages of pet-parenting for small queries. Though tele-consultation was already present, I could recognize some hesitation to reach-out to the vet for smaller queries among pet-parents. When asked how often did they would reach out to the vet for all sorts of queries as a new pet-parent, they replied that they would prefer a convenient and genuine source that’s informal and reach out to vet only if it’s a serious issue.
Feature Recommendations Made
Targeting the expressed and latent needs expressed by the users the recommended features aim to improve the experience of new pet-parents by delivering convenience, credibility and reduce choice overload for new pet – parents. The features also work in such a way that new pet-parents are encouraged to use them on Supertails and are incentivized accordingly.
Further steps and Future Scope
The Features were prioritized using RICE matrix. “SnipPETS” and ” SherPaw” features were priorities 1 & 2 respectively. In Accordance, the success metrics and potential pitfalls were clearly stated to present holistic picture of the feature. The future scope for improving the User acquisition for Supertails lies in the aspect of working on some lesser-addressed stages in the pet parenting journey. Also considering some of the latest pet-parenting trends identified in India, here are a couple of pain-points that can be considered to be addressed in the future scope:
- Pet vaccinations are still being done the old-school way. How PetCare companies like Supertails can add value is an important question to ponder on.
- Pet Insurance is another booming aspect considering the growing Pet population in India. Legal aspects may also be considered by pet-parents in future where Supertails can add value as well.
TL;DR - The Slide Deck
Please refer to this comprehensive slide deck for a better understanding of the problem-solving approach and the feature recommendations