Assuming Swiggy Food as the primary product.
Swiggy is primarily a food delivery service which has expanded it’s services to various other categories (mentioned in sub-products below). Their core value proposition is to provide users with fast, convenient & reliable food delivery at affordable prices.
Users currently experience the core value prop in the following ways:
By consistently delivering on these core values, Swiggy creates a positive and enjoyable experience for its customers, making it easy for them to use the service repeatedly.
Casual Users: 2 - 4 times a month OR once in 7-15 days Core Users: 5 - 10 times a month OR once in 3-7 days Power Users: 10+ times a month OR >once in 3 days
| Sub-Product | Core Value Proposition | Monthly Frequency: Casual User | Monthly Frequency: Core User | Monthly Frequency: Power User | | --- | --- | --- | --- | --- | | Instamart | Grocery delivered in minutes | 1-3 | 4-8 | 8+ | | Genie | Pick up | Buy | Send | Anything you need, delivered | <2 | 2-4 | 4+ | | Dineout | Explore restaurants for dining out & avail payment offers | <1 | 1-3 | 3+ | | Meat | Fresh meat & seafood delivered from top stores | <1 | 1-3 | 3+ | | Minis | Buy from home grown brands (listing platform for small/medium businesses) | NA (Limited exclusive roll-out) | NA | NA | | Handpicked | Gourmet grocery selection, especially curated | NA (Limited exclusive roll-out) | NA | NA | | Moments | One-click personalised corporate gifting (to employees & customers) solution | NA (B2B) | NA | NA | | One | Subscription based loyalty program with benefits on Food, Instamart, Dineout & Grocery | Not subscribed | Renews sometimes, skips some months | Quarterly/Annual Subcription |
| Engagement Framework | Metric | Rating |
|---|---|---|
| Frequency | Number of orders | Primary |
| Depth | Average order value/ Basket size | Tertiary |
| Breadth | Orders on Sub-products | Secondary |
Reason: Depth is not a priority as order value will vary a lot based on use-case & can be addressed after frequency & breadth. Breadth is important as it displays user-stickiness to the platform as a whole but frequency is the most important metric for conversion from Casual to Core & Core to Power as Depth & Breadth can be easily incorporated once frequency is taken care of.