Date: 08/07/2024

To,
Mr. Rishi Rajani

Subject: Scope of Work Deliverables for Product-Market-Fit

The Product-Market Fit is an exercise which aligns a product with the needs and preferences of the consumers.
How do we do this?
By going from Phase I Phase II

PHASE I – Product Market Fit and White Space Identification (month 1-2)
What we do?
● In-depth grasp of your business, your goals, and your products (1 category i.e. shots; covering 5 variants).
● Deep-dive into the industry, category, global market, Indian market, and competitive landscape.
● Detailed competitors study, analyzing factors such as SKU range, shelf life, value propositions, distribution
channels, packaging, pricing, positioning, target audience, and USPs.
● Conduct your business audits along 4 Cs – consumer, competition, categories and channels of business.
● Conduct need – gap analysis and opportunity sizing for the said categories in Indian landscape.
● Perform pricing – sizing exercise and identify correct price points for milk and milkshakes that aligns with the
brand positioning.
● Chalk out distinguished category differentiators that enables the brand with competitive advantages.
● Identify and ride on key category drivers that strengthens the overall product / category / brand positioning.
● Use market assessment tools such as Porter’s 5 Forces, PESTLE, SWOT, and Business Intelligence softwares.
● Identify the white spaces & USPs that your business should play along – either in terms of product
differentiation, brand positioning, sales & marketing tactics or sourcing / costing / margins.
● The white spaces identification will ensure right product-market-fit for your brand. The product-market-fit will
be chalked around either product USPs, brand narratives, marketing or better costing structures.
● The Product Market Fit will be used as an input for product brief for product developments.

- This stage will involve working with the founders to sign-off on white spaces / gaps / USPs / product market
fit.
What we deliver? A clear understanding of:
1. What the potential challenges and opportunities are for your brand & business
2. The TAM (Total Addressable Market), SAM (Serviceable Addressable Market), and SOM (Serviceable
Obtainable Market)*
3. What drives market demand and growth
4. Your competitive landscape, target audience and their purchase motivators, ideal product pricing, product’s
and brand’s USP, propositions, positioning, packaging recommendations
5. White space identification and product-market-fit

*TAM revenue opportunity at 100% market share, as if no competition exists.

SAM portion of the TAM that can be served by a company's products and services.
SOM portion of the SAM that can be realistically captured.

PHASE II – Roadmap, Overall Strategy, Way Forward (month 2-3)

What we do?
● Complete breakdown and understanding of different channels to do business – B2B and B2C.
● Retail environment in India and exports – laying the land all the online and offline avenues for go-to-market.
● Understand different marketing avenues under different retail environment to drive brand and marketing
objectives for the current year and years to come.
● Understanding client’s budget to spend on entire go-to-market and marketing plan (mid to long term).
● Present channel-lead marketing avenues across different channels of business to drive awareness and
growth.
● Set KPIs for different channels of business and define the picture of success (goals to achieve in 6 months to
3 yrs).
● Set KPIs for different products in the portfolio via Product Architecture exercise.
● Basis the goals, marketing plan, budgets and channel KPIs - create a 3 year Profit and Loss statement,
aligning with your budget and considering actual costs of market entry/launch/expansion.
● Sign-off on the executable channel, brand and marketing strategy as per the P&L and budgeting done above.
● Vision setting with the founders and align short-medium-long term goals for the founder / company
● Identify and lay out strong foundation for organization structure, business models, brand strategy and
revenue channels
● Chalk out a clear roadmap for the company and way forward on how to build a lasting consumer brand

- This stage will involve working with the founders & leadership to sign-off on P&L, budgets & scale plans.

What we deliver? A clear understanding of:

1. Business channel understanding
2. Retail landscaping
3. What e-commerce channels to distribute on
4. What offline retail formats (GT, LMT, NMT), states, cities and countries to distribute in
5. Different avenues of marketing across various channels of business
6. The picture of success (goal setting) for your Go-To-Market Strategy
7. Budget setting for go-to-market and marketing
8. 3 years P&L statement
9. Vision setting and Roadmap

Snapshot of what is covered in the 2 phases (month 1 to 3)

PHASE I PHASE II

Founder & Business Business Channel Understanding

Understanding

Industry and Category Trends Online Distribution Route

E-commerce Trends Offline Distribution Route

Global and Indian Market Study B2B Channel Strategy

Competition Study B2C Channel Strategy

Primary Consumer Research Profit and Loss Statement

Market Demand and Growth Goal Setting

Drivers

Porter’s 5 Forces, PESTEL Marketing Avenues

TAM, SAM, SOM Product Architecture

SWOT Analysis Vision Setting & Roadmap

White spaces identification and

Product-Market-Fit
 Navigating Project Progress
We understand that investing in a consulting service involves a significant commitment of resources, both in terms of
time and capital. At D2P Consultancy, we prioritize transparency and collaboration. Our client partners are fully
informed about project progress every step of the way.
Weekly Progress Meetings: This regular touchpoint provides the founder with up-to-date reports and ensures
complete transparency and allows for real-time discussions on project developments.
Monthly Progress Reports: To keep you well-informed, we provide comprehensive monthly progress reports. These
reports offer a detailed account of the advancements made during the preceding month and ensure up-to-date
understanding of the project's trajectory.
Timely Delivery: Our commitment to efficiency means that we strive to deliver results within or even ahead of the
stipulated timeline. If, at any point, an extension is deemed necessary, we engage in open discussions with you,
outlining the reasons for the extension and seeking your approval.

Remuneration Structure:

a. Project Fees: Rs. 2,55,000/- plus taxes with a stipulated timeline of 3 months for Product-Market-Fit.
b. Payment Terms: Release Rs. 85,000/- plus taxes advance before the commencement of the project and the rest
Rs. 1,70,000/- plus taxes can be staggered across the period of rest of the months.
c. If client wants to opt for only Stage 1 then the Project Fees would be Rs. 2,00,000/- plus taxes for 2 months. They
payment has to be done in 2 instalments spread across 2 months.
d. If the project is extended beyond 3 months, additional fees of Rs. 30,000 per week would be applicable for extended
number of weeks. Any such extension must be carried out as an addendum to this contract in writing prior to expiry of
the period of 3 months from signing of this contract.
e. Anything beyond the scope of above-mentioned objectives will have to be charged separately.
f. Fees for food consultants (working on formulations), creative agencies (working on creatives, branding) and any
other agencies deployed for workstreams beyond the above scope of work will be charged on actual basis (complete
transparency will be maintained between involved parties).
Other bills like travel, food, accommodation whenever applicable will as per actuals.
g. An interest rate of 10% of 1-month fees is applicable per month for delayed payments.
h. In an event you wish to discontinue our services, one month notice period would be applicable.
i. Our working hours are Monday to Friday 10 am to 7 pm, with a minimum one project lead assigned to you & your
team at any given point in time.
j. A weekly review is to be done and also a monthly update during the progress of the engagement.
k. Founder of our company is available on request and prior appointments only
Confidentiality and Independence

During the tenure of consultancy, all the information, reports and data in any form shared by either party will
strictly be confidential and used for above mentioned scope of work only. Under no circumstance either part
would breach the trust and misuse the information exchange of any form.

Thanking You.

D2P Consultancy.