Business

strategy
WOKEN
presentation and planning by: Sara Joshi
 01 Executive summary

02 Objectives

03 Market

Agenda 04 Acquisition channels

05 Pricing

06 Timeline
01 Executive summary
 Summary
Audience
Key goals Timeline

1. selling all available units Our target audience is April: Beta (phase 1)
of the under-developed August: Beta (phase 2)
product. areas, colleges, January 2024: Re-
2. securing connections in schools and branding
the market universities.
and audience.
 beta phase: 1
in this phase, [from April-July] we will
prioritize the sales of the current stock of
our product. we will conduct various
activities to boost the sales of our product.
we will also work towards securing as
many relations we can with our target
audience, vendors and markets in our
city.
in this phase [from August-december] we
will work on reaching out to investors to
invest in our brand. we will focus on building
up the trust and reputation of our
company. we will work in recruiting more
people in our team for different tasks such
as accounting, digital marketing and so on.
beta phase: 2
5
02 Objectives
 KPIs 1

MARKETING GOAL
Marketing KPIs PRODUCT GOAL
REVENUE GOAL
Get to 5000 sales in the
Daily website
period visits
of 6 months.
Achieve a 85%
Daily signups activation rate in our  each rs 10,00,000 ARR
R
meaning, 1250 sales by the end of next year
every month target audience.
 KPIs 2

Marketing
MARKETING KPIs KPIS PRODUCT KPIS REVENUE KPIS
Daily website
Daily visitsvisits
website  ctivation rate 80%
A Conversion rate
Daily
at signups
least 100 Retention rate 60-70% LTV 45%

8
03 Market
 Target market
our target market is mainly around women. specifically the younger generation and
women of backward class. we want to educate our audience about the dangers of
not using correct methods during their menstruation period. illiterate women should
also be our target as they are the ones with theleast knowledge among the three
described above.

01 02 03

Our customers are We're primarily

Fun fact? 50% of
not very targeting women who
women aging from
knowledgeable about are studying, or
15-25 in India still use
the cause we're housewives from rural
rags
teaching them about.  areas. 
 Market size

01
Total Addressable Market
(TAM)
What is the total opportunity ₹1 crore
for this product? The sky’s
the limit.
₹50 lakh
Serviceable Addressable
02
Market (SAM)
We can provide our services to ₹25 lakh
every female in our country!

03
Target Market ₹5 lakh
young females, backward
women etc. Or just every
female!
 Competitor analysis

Competitor 1 Competitor 2 Competitor 3

Whisper became the first brand
to show a sanitary pad in a
commercial,
they are dominating the
menstrual health industry in India
for a long time.
Unicharm’s feminine hygiene
brand Sofy has been active in the
industry since early 60s and has
spread across a lot of countries.
they are a top contender
alongside whisper
Stayfree is an American brand of
feminine hygiene products,
Johnson & Johnson continues to
own the brands in all other
regions of the world. they are a
top contender and have many
best-selling pads in India.
 Competitive landscape
Modern
elbadroffA

evisnepxE
Traditional
05 Acquisition channels
 Acquisition: Now vs post launch
How are we acquiring users now? What will we focus on post-launch?

Referral Happy accidents Build virality into the product

10% 10% Make referrals part of the product and
encourage word of mouth.
Drive acquisition through SEO
getting traffic from free, organic,
editorial, or natural search results in
search engines.
Leverage online communities
Paid Expand the community team and
80% acquire and engage users via a Slack
community, Reddit, etc.
e g a t s yl r a E Acquisition strategy

Channel Description

Referrals Word of mouth, referral programs

SEO Creating content around relevant product keywords

Communities Instagram, Facebook, Youtube. Twitter

Partners co-marketing

Email wokenhygiene@gmail.com

Outbound Sales
segats retaL

SEM Ads in search results

Social media Twitter, Instagram, Facebook, Youtube

06 Pricing
 Pricing model
01 02 03

Lesser price for Medium pricing for Usual pricing for local
backward class campaign purchases customers

Why? A lesser price model Why? This will encourage Why? local customers are
encourages virality and wider range of purchase willing to pay more for
faster product adoption. for our for the initial stage extra features and more
[ Beta stage 1] comfort.
07 Timeline
 Current plan
Alpha

Beta: Phase 1

Processing feedback

Beta: Phase 2

Processing feedback

April May June July August September October-nov-dec

 Marketing plan

Blog post Blog post Blog post

Case studies Video Use case

PR campaign landing pages
Search ads
training

Social New
Alpha Website Help center Community
media product
newsletter revamp launch launch
campaign launch

August September October November December January

Go-to-Market Strategy

Thank You
January 2022