Date: 02/07/2024

To,
Mr. Puneet Ahuja

Subject: Scope of Work Deliverables for Sales & Marketing and Go - To – Market Function

An omnichannel marketing plan that outlines how your brand will bring its product to market.
How do we do this?
By going from Phase I Phase II Phase III Phase IV

PHASE I – Business Audit and White Space Identification (month 1-2)

What we do?
● In-depth grasp of your business, your goals, and your product(s).
● 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 primary research to understand the target audience's buying behavior, reasons to buy, and factors
driving belief in the category.
● Conduct your business audits along 4 Cs – consumer, competition, categories and channels of business
● Use market assessment tools such as Porter’s 5 Forces, PESTLE, SWOT, and Business Intelligence softwares.
● Use real time e-commerce sales data to analyse the category to determine hot ticket items.
● 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.

- This stage will involve working with the founders to sign-off on white spaces / gaps / USPs.

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 – Retail Understanding & Target Setting (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 AOP (Annual Operating Plan),
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 AOP done above
● Vision setting with the founders and align short-medium-long term goals for the founders / 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 & launch 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. What B2B channels to launch and scale
6. Different avenues of marketing across various channels of business
7. The picture of success (goal setting) for your Go-To-Market Strategy
8. Budget setting for go-to-market and marketing
9. 3 years AOP
PHASE III – Market expansion, Brand play, Costs and Organization Structure (month 3-6)
What we do?
● Identify newer markets and opportunities prevailing in respective markets to introduce the brands and win in
them.
● Craft and execute expansion strategy across relevant online / offline channels ensuring optimum brand
distribution & penetration in early stages.
● Build strong revenue models in current and newer markets to operationalize costs and improve gross
margins.
● Leverage our extensive database of distributors / channel partners and other relevant stakeholders
nationwide to drive your B2C and B2B business.
● Determine a distributor / retail led strategy to incentivize and motivate distributors / retailers.
● Guidance in navigating the complexities of distribution set-up.
● Guidance in navigating the complexities of supply chain for a B2B set-up.
● Guidance in navigating the complexities of e-commerce.
● Basis the white spaces identified at Stage I - Craft brand positioning strategy for different brands (existing &
future) of the company that addresses anchor target audience/s.
● Build a robust Brand Architecture that aligns with Product Architecture, long-term product pipeline and
potential business ideas.
● Chalk out brand drivers and category codes that enables to build a strong consumer brand.
● Identify anchor and consumption target audience for existing and futuristic business opportunities and build
the brand strategy around them.
● Chalk out overall marketing & brand communication strategy that can fuel into e-commerce market places,
social media and offline marketing.
● Identify white spaces and gaps in terms of marketing & communication within the category / categories.
● Craft clear communication strategy and briefs (signed off with the client) that will be a guide for
performance marketing agency, digital marketing agency to drives communication on respective channels.
● Hire and liaise with creative agencies to deliver visual identity or branding or packaging design projects.
● Scouting and on-boarding of right digital marketing agency to drive social media as per budgets.
● Plan monthly social media strategy and calendar around the overall marketing plan.
● Budget planning for overall marketing, design and brand spends.
● Post gap identification, we work closely to build essential capabilities for success - including optimizing
your organizational structure, and facilitating key personnel hires.
● Organization structure includes setting KPIs of the founder and their roles & responsibilities.

- This stage can involve running the branding / design function with creative / digital agencies.
- This stage can involve hiring and liaise with digital marketing agencies for driving digital mandate.
- This stage can involve hiring and working with Sales force for offline business.
- This stage can involve working with any other relevant inhouse or third party stakeholder to run a
function.
What we deliver? A clear understanding of:
1. Key Performance Indicators (KPIs) to measure success and progress for your product and brand
2. Market launch and entry in relevant channels & geographies basis budgets
3. Your distribution network and channel led marketing techniques
4. Your break-even point and profitability potential (basis costing & margin calculations)
5. Streamlined sales and distribution tactics
6. Brand play, positioning and category drivers alongside white spaces identified
7. What your "push" strategy to move products efficiently through the supply chain is
8. Innovative ways to acquire more customers
9. Who to partner with for exponential growth, marketing and branding
10. Organization structure & hierarchy
11. Founders vision and KPIs setting
12. Leadership team KPIs setting

Snapshot of what is covered in the 3 phases (month 1 to 6)

PHASE I PHASE II PHASE III

Founder & Business Business Channel Understanding Setting Picture of Success

Understanding

Industry and Category Trends Online Distribution Route KPI Setting – channels & products

E-commerce Trends Offline Distribution Route Distributor Alignment

Global and Indian Market Study B2B Channel Strategy E-commerce Set Up

Competition Study B2C Channel Strategy Offline Channel - Led Marketing

Primary Consumer Research Profit and Loss Statement Creative Agency Set Up

Market Demand and Growth Goal Setting Brand Capability Building

Drivers

Porter’s 5 Forces, PESTEL Marketing Avenues Brand Architecture

TAM, SAM, SOM Product Architecture Strategic Partnership

Recommendation

SWOT Analysis Vision Setting & Roadmap Personnel Hiring

Recommendation

White spaces identification and

Product-Market-Fit

Non-Inclusions in Scope

Store Listing and E-Commerce Listing (Can be aligned with 3rd Party)
 Overall Outcome of the Plan (month 1 to 6)
You will:
A) Have a clearly defined roadmap to grow your revenue and profitability
B) Have the knowhow to launch and penetrate channels of doing business
C) Have crystal clear clarity on how to enter the market
D) Have an in-depth understanding of your competition
E) Know exactly where the gaps in the market are and what drives the market
F) Know how your product will capitalize on those gaps
G) Play along side product USPs, brand & marketing play, distribution or sourcing / costing / margins
H) Chanel lead sales tactics and cohesive marketing plan
I) Have an actual cost profit and loss statement for 3 years
J) Have enhanced team capabilities to meet your picture of success and goals

PHASE IV – STABILISING, MONITORING & GROWTH (month 6-12 and beyond)

What we do?
● Stabilising the launch of new products / categories in the newer market
● Monitoring the launch progress vis a vis the launch plan and rectify the gaps
● Identify and execute plans for newer geographies for incremental growth
● Identify and execute plans for newer channels of business for overall brand growth
● Look at newer target audience or market segments for long term business sustainability and growth
● Ensure that brand positioning and architecture is intact while entering newer markets / geographies /
channels
● Continuous monitoring of sales plan and top line against the target setting
● Continuous monitoring and running the marketing function as against the budget and brand guidelines
● Marketing function includes trade marketing, digital marketing, experiential marketing, B2B marketing and
a cohesive marketing & brand / content / communication planning
● Continuous monitoring of cost structures and margins across different functions for bettering the bottom line
● Identify gaps, if any, in all of the above mentioned activities and enable execution in mitigating the gaps
● Help in building organization structure and building relevant capabilities to support growth trajectory
● Set and monitor systems, structures and process around Sales, Marketing and overall Go-To-Market

- From here on we can run your marketing function with founders and leadership team.
- From here on we can move different brand / product / GTM led projects; close loops and build for scale.
What we deliver? A clear understanding of:
1. Successful launch and stability post launch
2. Launch progress monitoring and rectifying the gaps
3. Expanding into newer geographies, markets, target audiences and product portfolio
4. Continuous monitoring of sales & marketing and its effective functioning
5. Running the marketing function across all marketing verticals
6. Monitoring costs under all departments and roadmap for bottom line
7. Organization structure building
8. Systems, SOPs and structure building

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. 6,60,000/- plus taxes with a stipulated timeline of 6 months for Go-To-Market.
b. Payment Terms: Release Rs. 1,10,000/- plus taxes advance before the commencement of the project and the rest
Rs. 5,50,000/- plus taxes can be staggered across the period of rest of the months.
c. If the project is extended beyond 6 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 5 months from signing of this contract.

OR
 a. Alternatively a retainer + success fees model can be worked upon as below for 12 months engagement:
Retainer Slabs

Incremental
Retainer Incremental Comission we Comission we
Sales Value(per
Amount per Sales Value(per % of Sales get per month - get per month -
month) -
month (plus month) - Commission minimum maximum
maximum
18% gst) minimum bracket bracket bracket
bracket

whatever low
Rs. 90,000 amount 5,00,000 7.00% - 35,000

Rs. 75,000 6,00,000 10,00,000 8.00% 48,000 80,000

Rs. 40,000 11,00,000 15,00,000 9.00% 99,000 1,35,000

Rs. 20,000 16,00,000 infinity 10.00% 1,60,000 -

b. Anything beyond the scope of above-mentioned objectives will have to be charged separately.
c. 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).
d. Other bills like travel, food, accommodation whenever applicable will as per actuals.
e. An interest rate of 10% of 1-month fees is applicable per month for delayed payments.
f. In an event you wish to discontinue our services, one month notice period would be applicable.
g. 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.
h. A weekly review is to be done and also a monthly update during the progress of the engagement.
i. 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.