PowerPoint Presentation

Summer Internship Project

Vendor Acquisition for Limeroads Premium Category and its Vendor App Testing and Installation

Project Submitted byPeeyush Modi60/21014

PGDM General

1Flow of PresentationAbout the CompanySWOT AnalysisObjectivesProject PhasesPhase 1 : Identification,Market Mapping and PenetrationPhase 2 :Vendor App Testing And InstallationPhase 3 : Categorization of Vendors and Premium Tab PlanningPhase 4 : The Onboarding Process : Closing the commercialsRecommendationsKey LearningsReferences

About The CompanyFashion and Lifestyle Discovery Platform for Women in India

Vision : To connect big and small brands in India to customers across India and the World in Fashion

Mission : to build the most extensive discovery platform for lifestyle products in South East Asia

Source : Company WebsiteSo we created a company to bring you products you will fall inlovewith; to give you a chance tocreateyour own space, to tap into those hidden talents and make your personal looks and collections; to help youshareyour creations with friends to get that second opinion, to inspire or be inspired; and to help youshopin a way that you will find mesmerizing.3About The CompanyFounders and CEO : Suchi Mukherjee Co-founders : Prashant Malik and Ankush MehraFounding Year : 2012Location : GurgaonMonthly Sales : >6 crores Investor :Matrix Partners, Lightspeed Ventures & Tiger Global

Source : Company DataWe Make you Look Great.Great.AlwaysAllowing users to create different looks through scrapbooks

3 lakhs visitors a day

65,00,000 curated looks through scrapbooks by the team and customers

Features top style looks by Neha Dhupia

Source : Company DataSWOT Analysis

Source : Company Data, YourStory.comhttp://yourstory.com/2014/08/limeroad-growth-story/6ObjectivesVendor Acquisition for Limeroads Premium Category and Vendor App Testing and Installation

Identification ,Understanding of the designer hubs in South Delhi and creating a pool of designers and vendors by mapping those markets.

Introduction and Installation of Limeroads Vendor App (Limeshop) with the designers and mainstream Market Vendors.

Understanding vendors(designer and non designer vendors) issues and resistance towards going online

Classification of Vendors and bringing the requisite vendors onboard to Limeroads Premium Category.

8

8Phase 1 : Identification,Market Mapping and Penetration

Identification and Understanding of Market Companys database Secondary ResearchTravel Blogs : CNT Travellers, Little Black BookFashion Blogs : High Heel Confidential , Wed Me Good BlogOnline Fashion Portals : Exclusively.in, Pernia Pop Up Shop,Indian RootsReferrals and : Delhi people, Limeroad Staff, NIFT Recommendations graduates, designers

Market Mapping and PenetrationPrimary Research Visiting the marketsCollecting Contact DetailsConversation with store managers/Owners and Collecting information about their merchandize

Target Markets : Designer Hubs and Mainstream Markets

Findings : Phase 1Mature Markets Covered : Shahpur Jat Village, Hauz Khas Village, Meherchand , Qutub Market

Hub of most of Delhis well known fashion designers.

Less Crowded,Clients based, limited inventory,high on fashion, exorbitant pricing,Well aware and informed vendors

Mainstream MarketsLajpat Nagar, Rajouri, Sarojini,Greater Kailash

Busy market.Normal merchandise

Crowded,Customer based, huge inventory,variety,uninformed and unaware Vendors

Phase 2Vendor App Testing And Installation

Limeshop : Create Online Store

Introduction to Vendor App : Limeshop

Manual Testing of the App

Identifying Problems and Recommendations

Apps Installation

Source : Google PlaystoreLimeshop Limeshop : online store, for free, in only 60 seconds! Digitalizes your store Upload products to Create Catalogue One Click to share with customers (via Facebook, Whatsapp, E- mail, SMS, Pinterest, Instagram & more) Manage orders from mobile phone. Zero investment.

16

Limeshop : A Vendor App by Limeroad

Source : Company Data17Limeshop : The Installation Process

Source : Company DataBenefits of LimeshopTo The VendorsCreates your own Website in just 60 second for freeDigitalizes the store and Easy to use Systematic Channel for B2B and B2C dealingsHands on Experience of E-commerceCataloging of their MerchandizeBrings them to Limeroads Notice

To the CompanyLimeroads GoodwillIntroducing Limeroad to vendorsCustomer/Client database Marketing and Indirect Promotion of LimeroadSystematic Screening of Potential VendorsEstablishing Relations

Source : Google PlaystoreKey Findings about Vendors through Vendor app TestingDesigners/Mature MarketEducated and Receptive of technologyUnderstood easilyLimited StockPlagiarism : Main ConcernsClarity : Either Ready or not readyReluctance in sharing Client BaseVendors/Busy Main MarketsStreet Smart, ReceptiveLong Discussions and needed more explanationHeavy InventoryFound it Too time ConsumingPrice Points IssuesReluctance in Sharing their Client Base

This app was important.These findings Lead us to form a base to the policies so that designers would favor themAt the sae time, we wanted people to install and use the app .20Meeting the TargetsTotal Vendors/Stores Visited : 357 + (Some didnt share details)Iphone Users : 82No. of installations : 75 out of 138 android users

InstallationsNot Installed63Iphone Users82Installed75VendorsMeetings220Owner not present137

Issues and Challenges in Vendor appChallengesIphoneUnawareness about LimeroadUnavailability of Owners in storesNo free time with the owners.Doubts about authenticity

IssuesData Validation No tracking Id generated in case of placement of any order.

Recommendations : Phase 2Develop an Iphone version of the App Promotion : For Limeshop UsersInvoice Printing FeatureDirecting Limeroads web traffic to these webstores at minimal commissionTutorial VideoCreate some success stories and launch the video. : Pull marketing strategy

Phase 3Categorization of Vendors and Premium Tab Planning

The Premium Tab

Categorization of Vendors

ParametersMeasuring Tools/MediumsBrand ValueThrough Secondary and Primary Research and Experts AdviceRecommendations and Referrals Blogs, Social Media , Websites,Personal Referrals Pricing PointsHigh End. Entry Exit Points preferably Between 4k to 50k.Quality Of MerchandiseChecked by Category Head and MerchandizersExclusivity of MerchandiseChecked by Category Head and Merchandizers

Cliental QualityThrough Observation of footfalls in the storePrior Online PresencePernia Pop Up, Exclusivity, Indian Roots, JabongType of CollectionPret Line ,Couture, Western ,Indian Ethnic, Bridal,Bags, FootwearsCategorization of Vendors

Categorization Of Stores (Excluding Mainstream)CategoryParametersNo . Of Stores Premium CategoryA++Brand Value , Exclusivity, Quality , Price Points, Cliental Quality 69Brands +Designer + BoutiqueA+Recommendations and Referrals, Exclusivity,Quality,Price Points,Cliental Quality

22Design MaisonAExclusivity,Quality,Price Points, Cliental Quality

41Design MaisonBQuality,Collection Type, High Inventory

36Limeroad GeneralC Not important for Limeroad (very less inventory, medium quality61NASource : Company Data +Primary Research

FindingsDesigners were Reluctant in going Online due toPast ExperienceDesigns get copiedHigh Pricing ProductsIndian Consumer MindsetTime RequirementsUnavailability of Ready Stock

29FindingsReturn of the GarmentsDifficulty in managing both online+ offline storesThe Merchandise like heavy bridal wear, consumers want to feel it before buying it.

Planning the Commercials : Competitors Analysis

Pernias Pop up shopExclusively.inIndian Roots Commission Charged30-50%30-40%30-40%Product Image Capturing In house shootsIn house shootsIn house shoots predominantly. Strict acceptance guidelines for vendor imagesProduct Delivery Model Hold inventory for 30-40 daysHolding inventory for 30 days Holding Inventory for 30 daysPackaging In house packaging and shippingIn house packaging and shippingIn house packaging and shippingSource : Company Data ,Ref 1,2,3

Premium Category : Formulated Terms and ConditionsSKUsMin 20 designs with min 2 pieces per design (covering the entire sizechart) . Work with ready stock of designers onlyDispatch TAT48 hoursMinimum time for Listing

2 weeks, from the day the product submitted to studio for shoot .

Minimum Inventory Availability PeriodMinimum 15 days from the date the product goes live to the site.Packaging MaterialPackaging Material and costs will be borne by LimeRoad

Premium Category : Formulated Terms and ConditionsPhotoshoots(By LimeRoad)

At Limeroads production house in Gurgaon. Oneway/Return logistics borne by the vendor.( Max time: 48 hrs)

Photoshoots (By Vendor)Images should comply with Limeroads norms.CommissionMinimum 25% to 35%Exchange and Return PoliciesCustomers should intimate within 24 hrs of delivery

Phase 4The Onboarding Process : Closing the commercials

The Onboarding Process

Approaches

Challenges Faced : OnboardingPhotoshoots : Most designers wanted to give their garments just for a dayInventory Selection : which garment to put onlineUnavailability of TIN no.Getting the VRF form FilledSome designers want to just wait and see the potential once it launches

Closing the Leads

Meeting the Objectives

Recommendations

Key LearningsFirst hand experience with Sales and NegotiationsMarket Mapping and Dealing with the vendorsUnderstanding the complexities of E-CommerceEfforts behind just one single click of the customers

Referenceswww.perniapopupstore.comwww.exclusively.inwww.indianroots.inwww.cntraveller.in/story/25-hip-boutiques-shahpur-jathttp://littleblackbookdelhi.com/village-people-curated-guide-haus-khas-village/www.highheelconfidential.comhttp://yourstory.com/2014/08/limeroad-growth-story/

THANK YOU