PRIMER  TO  BRAINSTORMING  Redesigning  Delivery  Experience  

Those  Who  Can’t  Innovate  

Will  Disappear  

Blue  Ocean?    Time  to  re-­‐look  and  re-­‐think  

Almost all of them offer the same VALUE to their customers

RED  OCEAN  THEN?  

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Inven?ng  our  BLUE  OCEAN  through  EXPERIENCE  In  Blue  Oceans,  demand  is  created  not  fought  over   Untainted  by  compe??on  

P  V   =   +   S  

+   E  

As the cost of reaching consumers rises in the traditional media, competition for securing their attention increases likewise!

SENSORY BRANDING strategies?

Meanwhile……  

Compe??ve  Advantage      Customer  EXPERIENCE  Crea?ng  Devoted  Customers   Untainted  by  compe??on  

Objec?ves  &  Scope  

Re-­‐Design  customer  experience  on  receiving  products    

Elevate  Brand  

Posi?oning  

Making  product  delivery  a  hassle  free  process  

Increasing  Sales  

through  up-­‐selling  and  cross  selling  

Customer  Advocacy  

Contextual  Risk  

Brand  •  Faulty  Representa?on    

Time  •  Time  Spent  on  Recrui?ng,  review  and  management  vs.  our  capability  w.r.t  the  current  resource  set  

Customer  •  Acceptability  by  the  TG  

Control  •  Control  issues  pertaining  to  Security  &  ethics  

Future  •  Scalability  &  Sustainability    

“CHAMPS” Breaking Paradigms

C  :  Clean Deals H  :  Hospitable

A  :  Accuracy M  :  Maintain Equipment & Self

P  :  Provide Quality

S  :  Speed with Services

SERVICE CHAMP She’s our NEW

Well  Groomed  &  Presentable  Can  speak  English  and  Regional  lingo  FLUENTLY  Is  well  versed  with  the  city  roads  and  routes  Is  trained  on  products,  and  can  give  Demonstra?ons  Is  capable  of  upselling  and  cross  selling  Graduate/Undergraduate  Mobile    BELIEVES  IN  SERVICE  

Want  Employment  

Brand  Associa?on  

Part-­‐  Time  or  Full  Time  Earnings  

He’s also a ROCKSTAR

Wants  Fun  with  Work  

Wants  Freedom  

Wants  Experience  

Well  Groomed  &  Presentable  Can  speak  English  and  Regional  lingo  FLUENTLY  Is  well  versed  with  the  city  roads  and  routes  Is  trained  on  products,  and  can  give  Demonstra?ons  Is  capable  of  upselling  and  cross  selling  Graduate/Undergraduate  Mobile    BELIEVES  IN  SERVICE  

WOW!!  

Where to find

them?

Sourcing  for  Service CHAMPS  

Campus  Recruitments  

Web  /Adverts  

SMTs   Internal  References  

The  SCs  will  be  primarily  sourced  from  Campus  Recruitments  –  DQ  Colleges  (Part  Time  and  Full  Time  Employment)    Campus  recruitment:  Will  need  to  rope  in  our  design  agency  to  create  an  appropriate  employment  communica?on  (Employment  Branding)    Alliances  with  ins?tutes  like  WLC,  NIIT,  AHA,  Frankfinn  etc.  shall  be  explored  for  ready  state  and  steady  supply    Penetra?on  into  student  segment  through  social  communi?es,  Extra  Income  Pitch  to  be  used      

Compensa?on  Structure  -­‐  CTC  RemuneraEon  Structure Rs  

Total  CTC E=A+(B*4)+C+D  

Flexibasket D  

Notebook+  Net  Connect  Card C  

Variable  Component  Per  Quarter  (Quarterly  Payout  on  Target  Achievement) B  

Fixed  Annual  Component A  

Per  Month  RemuneraEon  Excluding  VC

The  remunera?on  is  performance  linked.  The  execu?ves  will  be  offered  a  CTC  of  *****which  will  have  the  following  break  up  Rs  *****/-­‐  for  Flexibasket  (Rs  **/-­‐  per  month)  Rs  *****/-­‐  for  Netbook.  This  amount  does  not  get  paid  out,  however  is  reflected  in  the  CTC    The  VC  which  is  paid  out  quarterly  on  achievement  of  targets  

CONFIDENTIAL  

Compensa?on  Structure  -­‐  Tgts  

Quarterly  IncenEve  Plan  

Category   Delivery  Target    Addi?onal  

Incen?ve  Payout      

Pla?num  

(X+Y+Z)  No  of  Deliveries+  Customer  

Feedback  9/10   VC  +  Rs  ******  The  bonus  is  Accelerated  Performance  

Bonus  

Gold  

(X+Y)  No  of  Deliveries+  Customer  

Feedback  9/10   VC  +  Rs  ******  

VC  

(X)  No  of  Deliveries  +  Customer  

Feedback  8/10   Only  VC  earned  

**Please  note  that  the  VC  is  payable  only  when  (X)  No  of  deliveries  is  

achieved  

Will  need  to  think  on  other  incenEve  parameters  like  customer  feedback,  upselling  etc.  

CONFIDENTIAL  

•  Post  recruitment  the  CHAMPS  go  through  an  intense  15  days  boot  camp.  This  is  conducted  by  the  “Talent  Development  Centre”.  A  specific  to  purpose  module  has  been  created  and  will  be  delivered  

•  Compulsory  Yoga  and  Self  Defense  (for  girl  trainees  only)  trainings  will  be  a  silent  but  cri?cal  coverage    

•  Training  coverage  to  include  Personal  Grooming  sessions,  7  Habits,  Process  &  Product  trainings   Training  

•  The  Service  CHAMPS  stay  on  the  assignment  for  a  period  of  one  year.  There  will  be  Monthly  reviews.      

•  Post  the  comple?on  of  the  assigned  period,  a  formal  review  is  carried  out  and  the  CHAMPS  are  offered  permanent  employment  in  various  Roles  at  YEBHI  as  deemed  fit  

•  In  a  scenario  where  an  execu?ve  is  not  performing  for  one  quarter,  the  execu?ve  will  be  asked  to  leave  

CAREER PATH

NETBOOKS  &  TRAINING  

PROTECTION  •  We  will  need  to  get  a  legal  agreement  signed  

between  Yebhi  &  the  CHAMPS.  The  agreement  will  make  the  CHAMPS  liable  to  pay  up  the  cost  of  the  netbook  if  in  case  s/he  decides  to  quit  in  between  the  project  period  of  one  year  

•  All  CHAMPS  will  be  asked  to  submit  the  Grad  mark  sheet/or  any  other  recent  qualifica?on  -­‐    in  original,  which  will  be  handed  back  to  them  post  comple?on  of  one  year  

•  In  a  scenario  where  the  candidate  leaves  right  aoer  the  training  (AOD),  the  same  agreement  will  bind  him  to  pay  Rs  ****/-­‐  in  lieu  of  training  charges  

Empowered  with  

Laptop/Data  card  

For  online  querry  

resolu?on,  goods  return  and  other  processing  

GPRS  

For  real  ?me  monitoring  

Security  Concerns  for  girls  Self  Defense  trainings  

Pepper  Spray  Guns  

Buddy  system  

Communica?on  System  

Uniforms  

All  Delivery  Execu?ves  will  necessarily  

wear  a  specially  designed  uniform  

Special  Delivery  Vans  

All  branded  u?lity  vehicles  to  be  roped  on  for  the  purpose  

of  delivery  

THE  ROADMAP  

Project  Design  &  Sign  off  

Elements  Crea?on  &  Agency  Ini?a?on  

Recruitment  for  Gurgaon  followed  by  Training  

Pilot  to  begin  

Consolida?on  &  Way  Forward  

•  Project  to  be  ini?ated  at  Gurgaon  as  Pilot  

•  First  Batch  :  25  Delivery  Execu?ves  (All  Girls  force)  

27/12/2011  

5th Jan 2012

25th Feb 2012

26th Feb 2012

June 2012

May  2010  

Project  Design  &  Sign  off  

Sanc?ons  by  1st  Week  Jan  

Resource  Alloca?on  

Business  Model  

Recruitment  Strategy  Finaliza?on  

Decide  on  Key  People  to  Run  the  project  

Scope  

May  2010  

Elements  Crea?on  and  

Agency  Finaliza?on    

Elements    (Collaterals/Ads  etc)  

Agency  finaliza?on  by  5th  Jan  2012  

Recruitment  Strategy    

Contents  (brainstorming)    &  Produc?on  

Brand  Delivery  Execu?ve  

(Employment)    

May  2010  

Recruitment  &  Training  

Implementa?on  of  Recruitment  

Strategy  

Training  and  ac?va?on  to  be  completed  by  25th  Feb  2012  

May  2010  

Pilot  

• Pilot  Dura?on  25th  Feb  to  1st  June  2012  

• To  Start  for  Gurgaon  in  Phase  1  

Pilot  to  Launch  on  25th  Feb  2012  

Hope this makes sense?

If yes then Let’s meet and take this forward?