The Success Mantra – “Users”

Users – Key to Success

• For any consumer internet business, the only way to scale and being successful is by understanding their target users best

• The user engagement should be along the lines of interests of your target users

• Broad themes should be designed around your user interests and it should be driving all things you do – Functionalities, UX Design, Marketing, User Engagement, Customer Service etc

What should you know about your “Users”?

• Gender Information• Age • Relationship Status• Job Status• Location• Browsing Behavior ( Mobile/Desktop/Tablet )• Top Interests/Pages Liked

How can you know this information?

• Today Facebook is the inevitable source of information for any consumer internet business and Facebook is also very focused in helping business target their users best

• Facebook’s “Audience Insights” helps you understand your target users best by giving information on Demography, Interests, Activities of the users.

• These insights will not only help you target users in Facebook but also outside Facebook efficiently

Lets try to Understand Grabhouse Target Users

• Grabhouse target users are people who want to rent_out/sell (or) rent/buy properties

• So lets have the following criteria to arrive at the target users Users living in India who likes 99acres, magicbricks.com FB pages

( since these are the predominant destinations today for our target users )

Age and Gender Data

Relationship Status Data:

Your Target users are ONLY Men More than 50% of your target users are working

individuals However significant 25% of your target users are

students

Age and Gender Insights• Your Target users are ONLY Men Insight: “You need not spend high investment/time/efforts to add Ladies PG to your listings”

• More than 50% of your target users are working individuals in the age bracket 25-34

Insight : “Focus more on apartments with higher rents since they are affordable (or) You need not spend high efforts in getting affordable rent houses”

• However close to 25% of your target users are students in the age bracket “18-24”

Insight: “You have to continue to invest your efforts in adding Men PG accommodation to your house listings”

Relationship Status Data

Relationship Status Data:

60% of your target users are Bachelors 33% of your target users are Married

Relationship Status Insights• 60% of your Target Users are Bachelors

Insights: Your house listing should contain more “sharing” type houses and hence your functionality on “compatibility” among room mates should be given more focus and give best user experience for the home seekers

• 33% of your Target Users are Married

Insights : Since this is a significant %age, good amount of efforts/time/investment should be made to reach out to individual apartment owners to get their houses listed in your site since Married home seekers would look for an residential apartment to move in

Location Data

Location Data:

Close to 50% of your Target users are from Top Cities

Location Insights• Close to 50% of your Target users are from Top Cities

Insights : Focus on adding more inventory for the Top Cities identified to leverage the maximum ROI on the cost spent on acquiring users to list their property for rent/sale

Insights Summary• You need not spend high investment/time/efforts to add Ladies PG to your listings

• Focus more on apartments with higher rents since they are affordable (or) You need not spend high efforts in getting affordable rent houses

• You have to continue to invest your efforts in adding Men PG accommodation to your house listings

• Your house listing should contain more “sharing” type houses and hence your functionality on “compatibility” among room mates should be given more focus and give best user experience for the home seekers

• good amount of efforts/time/investment should be made to reach out to individual apartment owners to get their houses listed in your site since Married home seekers would look for an residential apartment to move in

• Focus on adding more inventory for the Top Cities identified to leverage the maximum ROI on the cost spent on acquiring users to list their property for rent/sale

User Insights driven Strategy

• So the above garnered insights can help shape the strategy for right sales, digital marketing, website experience and customer service for your users

• We can derive a few themes from these insights and run digital marketing campaigns with continuous optimizations to get the best ROI on your ad spend.