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Meesho Assignment - Seller App Product Strategy & Roadmap

Problem Statement

An e-commerce app wants to be the most seller-friendly e-commerce portal in the world. They have already launched several industry-first initiatives such as 0% commission for their sellers. Your task is to come up with a product strategy & road map for a seller app to be used by its sellers (not resellers) to manage & grow their business on the platform

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Let us assume that the name of the e-commerce platform is Becho, and it has empowered sellers across all parts of India to sell anything online.

Let us now try to chalk out the Mission, Vision and Goals of Becho. These will constitute the fundamental pillars for informing our decision-making throughout the course of this document.

Mission

Democratise Internet Commerce for everyone

Vision

Enable All sellers & businesses (especially micro, small and medium) to succeed online by building the most seller-friendly e-commerce portal in the world

Goals

Create an e-commerce ecosystem that will revolutionise India’s commercial landscape

Inspire, Encourage, Empower and Enable MSMEs to step into the online world

Offer zero commission for selling on the platform and monetise via value-added services

Assumptions on the Business Model

Becho’s business model focuses on maximising seller satisfaction and retention.

Becho has recently launched a zero commission model for its sellers and currently makes money via Delivery commission from its 3PL Partners, who pick up the goods from the seller and deliver them to the end customer, and Penalties(only for use cases of SLA breach) from its sellers.

Becho has a 7 day payment policy for its sellers but sellers can opt for instant payment against delivered orders by paying ~1.5% of the amount to be settled.

Becho charges a reverse shipping fee from its sellers in case of post sales returns and cases of RTO where seller breached their dispatch SLA.

Becho operates on an asset-light model and does not own or hold any inventory or logistics. The entire order processing is managed by the seller via their own infrastructure and the entire order shipment journey is managed by 3PL partners.

Becho has tied up with multiple 3PL partners to enable logistics serviceability across most Tier 1/Tier 2/Tier 3 towns in India. These partners are responsible for first-mile pickup as well as last-mile delivery.

Becho is not yet profitable and is looking for ways to monetize its large seller base and eventually become profitable. That being said, one of the constant priorities of Becho has been and will always be to ensure great Seller Satisfaction as highlighted in point 1.

Assumptions on Becho’s Current Supplier Base, Growth Potential and Current Stage & Priorities of the Company

Becho has a current supplier base of 0.5 Million and 60% of its base is actively selling via Becho’s platform.

India has about 63 Million Micro, Small & Medium Enterprises (MSMEs) and among them, only a mere 10 lakh MSMEs are running their businesses online. Hence the potential for supplier growth is huge. If Becho is able to truly democratize internet commerce, then the total number of MSMEs itself will increase due to ease of doing business. Hence the TAM will continue to grow.

The company is currently in Matured Scaling Stage. It has cracked its PMF and identified its most effective seller acquisition channels.

Becho wants to double down on Engagement & Retention as one of its primary growth levers. As it continues to scale its supplier base aggressively, it wants to be able to retain them sustainably. In fact, its recent pivot to zero commission model is part of its strategy to attract more sellers and retain the existing ones.

Becho also wants to start looking into alternate ways to Monetize its sellers as it no longer earns sales commission from them like it used to before. Since more than 50% of its active sellers are core or power sellers on the platform(≥1.5k orders per month) and boasts a healthy seller retention rate of ~60%, it is the right time to Monetize and move closer to profitability.

Understanding the Suppliers

What is the Ideal Seller Profile of our Suppliers?

ISPs (based on Primary & Secondary Research)

ISPs (based on Primary & Secondary Research)

Information

Manjira Roy

Momin Saeed

Ankur Singh

Age

Gender

Female

Male

Married?

Yes

Maybe

Yes

Kids

Yes

Maybe

Yes

Occupation

House Keeper + 1st Generation Entrepreneur (sells both offline + online)

2nd Generation Entrepreneur (sells both offline + online)

1st Generation Entrepreneur (sells both offline + online)

City

Tier 2 City

Tier 1 City

Education Level

Higher Secondary

Graduate

Most Used Apps

Facebook, Whatsapp, Youtube

Facebook, Instagram, Whatsapp, Youtube, TikTok / Chingari, Takatak, Sharechat, Zomato/Swiggy, Hotstar, Sony Liv, KukuFM, Zerodha

Facebook, Youtube, Zomato/Swiggy, News Apps like TOI, Mint, India TV, Zerodha

Value Time vs Money

Money

Money followed by Time

Both Time and Money

How do they spend their time?

Weekdays are mostly spent managing home and her own boutique. Sunday is spent with family or going to relatives

Most time is spent at the shop. Apart from that, time is spent on: Listening Podcasts & Stories, Movies & TV, Browsing social media, Casual Investment, Hanging out with friends, Annual Trips. Occasional time spent on video platforms to understand the best trends & practices in the industry

Weekdays are mostly spent managing business. Apart from that, some time is spent on: Upskilling or watching educational content on youtube, casual social media browsing, staying upto date with news, Planned Investment

Weekends are primarily spent with family at home or going out

How do they spend their money?

Clearing loans (Car loan, home loan, etc), Household essentials, Working Capital to run her business, Children needs & education

Leisure, Investments (Stock Market, Mutual Funds), Food, Movie Tickets, Shopping, Household Essentials, Working Capital for business

Most of the money is reinvested in the Business, Household essentials, Children education & wants, Family and Business Insurance, Investments (Stock Markets/Mutual Funds/Real Estate)

Tech Expertise

Sufficiently Proficient in using desktops and mobile

Highly proficient in the usage of mobile, desktop and other tech gadgets

Sufficiently proficient in the usage of mobile and desktop

Shop Turnover

Rs 6-10 Lacs Per Month

Rs 15-25 Lacs Per Month

Greater than 50 lacs Per Month

Decision Maker

Yes - She is the boutique owner and sells directly to customers offline as well as online

Yes - His father has retired so he is the primary decision maker for his business

Yes - He is the Head of his own Business

Risk Appetite

Low to Mid

Mid to High

Mid to Moderate

Footfalls per day in the shop

40-50

60-100

150-200

No of online orders

80-100 orders per day

150-200 orders per day

450-550 orders per day

Which Apps do they use to manage their business?

UPI Apps (PayTm, PhonePe, Google Pay, Becho Supplier Hub, Flipkart Seller Portal

UPI Apps (PayTm, PhonePe, Google Pay, POS, Becho Supplier Hub, Flipkart & Amazon Seller Portal

Employee Count

What do they like about Becho?

Zero Seller Commission

Lowest Shipping Commission

Option for availing instant payout against delivered orders

Zero Seller Commission

Option for availing instant payout against delivered orders at minimal cost

Ability to Block a specific Pickup Partner or Courier

Zero Seller Commission

Wide Customer Reach

Rapid Cataloging and Go-Live within 4-5 hours

What would they like Becho to improve on?

Better Support

Better Courier Partner Audits

Better Grievance Support

Faster Claims Processing

Instant Supplier Support

Faster Claim Approvals

Better Fraud Detection

There are no rows in this table

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What are the Goals of our ISPs?

Here we will look at goals across 4 dimensions: Functional, Financial, Personal and Social.

Functional Goals:

Sellers aim to streamline their day-to-day operations using Becho’s tools such as rapid cataloging, easy listing management, accurate inventory management and order processing systems

Sellers seek to reach a broader audience by leveraging Becho’s large customer base

Sellers wish timely payments against their sales and maintain a healthy working capital to continue their business

Sellers wish to increase the discovery of their goods and aim for higher mind recall from their customers in order to grow their business

Sellers seek business & performance insights along with competitive benchmarking to stay informed and thereby improve & grow

Sellers seek prompt support from Becho in case of any disputes (payment related, sales related, returns related, catalog/inventory related)

Financial Goals:

Sellers want to increase their revenue and earnings by utilizing Becho’s zero commission model and wide customer base

Sellers want to minimize their operational costs by doing effective working capital management and taking advantage of Becho’s logistical support to deliver their goods to the customers

Sellers seek clear visibility on their outstanding payments and past settlements to understand their money flow

Sellers need easy access to credit that can increase their purchasing power and further grow or expand their business

Sellers seek to manage their finances and taxes with ease

Personal Goals:

Sellers aspire to become financially independent someday

Sellers seek skill development through educational content and want to learn the best tips & tricks to further grow their business

Sellers quest for some rewards/recognition in lieu of their good work

Sellers strive for a healthy work life harmony so that they can balance their time spent with family and doing things they like vs time spent in managing business

Sellers seek to secure the future of their family in case of their sudden death

Social Goals:

Sellers aspire to build their personal brand and influence by engaging with customers and sellers likewise

Sellers aspire to be respected within their community and share their experiences with their peers so that they can be looked upon

What are their pain points/asks?

Sharing some anecdotes based on my conversation with the suppliers and based on some secondary research over social media:

Some other Asks:

OK, so what should be the Company Strategy for building a seller friendly supplier hub?

Establish Trust and Platform Stickiness by enabling sellers to run their BAU via Becho

(This involves solving for the seller’s core functional goals)

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Build Value Added Services to Grow the Seller on the Becho Platform

(This involves solving for financial & some higher-order functional goals of the seller)

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Solve for sellers’ aspirations and further increase their Engagement and Retention on the platform

(This involves solving for the seller’s social and personal goals)

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Uplift the personal lives of the seller

(This involves solving for higher order personal goals of the seller)

Let’s now talk about Product Strategy

How should we go about defining a strategy?

To define the product strategy, it is necessary to understand what seller growth means and what are the different input levers that go into defining it.

So if we have to define seller growth, it would be a function of:

Seller Growth= f (Sales Volume, Profit Margin, Customer Retention, Operational Efficiency, Seller Performance, Seller Satisfaction)

Rationale:

Since sales volume is a measure of direct revenue generation, Higher the sales Volume → Higher the seller Growth

Since profit margin reflects the efficiency with which a seller converts sales into profit, Greater the profit margins → Greater the seller Growth

High customer retention rates lead to repeat purchases, fostering long-term relationships and stable revenue streams. Therefore, Higher Customer Retention translates to Better Seller Growth

By optimizing operational processes, sellers can achieve better economies of scale, thereby lowering costs and increasing profitability. Hence Operational Efficiency directly translates to Better Growth

A seller can only improve if they are aware about their product’s performance in terms of quality & pricing; if they are aware about what customers are saying about their products. Hence, a visibility on ones Performance directly translates to Better Growth

If sellers remain satisfied with Becho’s service, it would ensure their continued trust on the platform; leading to better seller retention. Better Seller Retention would mean Higher Seller Lifetime Value, implying Better Growth

Hence, our Product Strategy has to be such that impacts either of these input levers.

How do we measure success?

The sellers would derive value from Becho if they are able to grow their revenue consistently.

Also, since Becho wants to be the most friendly seller e-commerce portal in the world, a good seller satisfaction score would be a testament of the platform’s success.

Hence the two L0 metrics to measure success should be:

GMV per seller

Seller Satisfaction Score

But the above metrics also have certain tradeoffs like:

Vanity Metric Risk: GMV highlights transaction volume without reflecting profitability or sustainability. It doesn’t take into account the operational costs and other expenses (penalties,returns, marketing costs etc.)

Potential For Manipulation: Focusing solely on GMV might lead to strategies that boost short-term sales without ensuring long-term growth, such as expanding product categories or entering new markets without strategic planning.

Hence we need to have certain counter / guard rail metrics that we should monitor to have a sense of real success:

Net Revenue: It measures the actual income after deducting fees and expenses, providing a clearer picture of financial health

Profit Margin: This metric measures profitability by comparing net income to sales, ensuring that increased sales volume translates into profit

Seller Retention Rate: This would indicate long term seller satisfaction and loyalty, ensuring that sellers continue to find value in the Becho platform over time

Assumption on the product capabilities that already exist

Becho currently has its own Supplier Hub, which is a web-based portal, that empowers the existing sellers with the following capabilities:

Rapid Cataloging

Allows the supplier to upload new product images, product title, product description and other attributes both individually and in bulk

Boasts of ~95% Catalog activation within 5 hrs

Listing Management

Allows the supplier to set the selling price of a SKU - both individually and in bulk - 2 types of price: 1st one allows customers to return the goods if not satisfied and the 2nd one is a slightly discounted price if the customer opts for no returns (only exception being wrong/damaged product received)

Gives visibility on the transfer price post deduction of components like TCS and TDS

Inventory Management

Allows the sellers to set the inventory against every SKU - individual & bulk updates supported

Empowers the sellers to activate/deactivate any SKU in real time - individual & bulk updates supported

Provides visibility of current status of every SKU to the seller

Order Management

Allows the seller to process the orders once received

Accept/Reject the Order

Prepare the Order for Dispatch (picking + packing)

Mark the Order Ready to Ship (involves label + invoice +manifest generation)

Handover to pickup agent for Shipping the order

Allows the seller to track the status of an order once shipped

Payments & Settlements

Allows the seller to view details of payout at a settlement transaction level

Allows the seller to view details of payout at an order level

Allows the seller to view any deductions at an order & settlement transaction level

Returns Management

Allows the seller to view & track his/her returns at order level along with the reason for return

Seller Support & Ticketing System

Allows the seller to raise a support ticket against multiple issue types

Issue resolution happens offline in a manual fashion - no defined TAT

Resolution updates posted against the ticket inside the Becho Support Tab

Offers & Discounts

Empowers the sellers to run price cut offers at a product & catalog level

Allows sellers to pre-configure the duration for which the offer should be run

As we can see above, most of the core functional goals of the seller are taken care of.

These capabilities help the seller to be operationally efficient in their operations.

We now need to come up with a comprehensive product strategy to impact other input levers.

Detailed Product Strategy & Roadmap

Becho Supplier Hub

Becho Supplier Hub

L1 - Objective

L2 - Objective

Product Strategy

Product Deliverable

How?

So What?

Key Metrics to Track

Help Sellers Grow their Business on the Becho Platform

Increase the sales volume of the seller on the Becho Platform

Build Products to incentivize the sellers to sell more

Product Recommendation Engine

Leverage the platform sales data and null search results to suggest products to sell. Leverage seller sales & existing catalog data to further filter out non seller relevant recommendations

Product Recommendation Tool will lead to an increase in no. of active catalogs per seller which in turn will lead to an increase in overall sales volume due to catalog expansion

L2 Metric: %age recommendations accepted per seller L1 Metric: %age increase in product assortment per seller L0 Metric: %age increase in Sales GMV per seller

Help Sellers Grow their Business on the Becho Platform

Increase the sales volume of the seller on the Becho Platform

Build Products to help sellers price their product competitively

Price Recommendation Engine

Leverage the platform sales data and live listings & catalog data to suggest a benchmarked price to the seller, against every SKU, based on the price of similar other SKUs selling high on Becho

Price Recommendation Tool will lead to price corrections, improving view to order %age, thereby increasing the total number of orders per seller and hence the GMV

L2 Metric: %age of accepted recommendations that led to an increase in views to order %age L1 Metric: %age recommendations accepted per seller L0 Metric: %age increase in Sales GMV per seller

Help Sellers Grow their Business on the Becho Platform

Increase the sales volume of the seller on the Becho Platform

Build Products to help sellers price their product competititvely

Goal Driven Pricing Engine

Build an input driven pricing engine that takes inputs from the sellers on multiple parameters or goal statements and auto adjusts the selling price of a SKU within the specified constraints

This product will empower sellers to always keep their prices competitive and thereby have better conversions, higher orders and thus a better GMV

L2 Metric: %age increase in views to order %age for pricing engine enabled seller products L1 Metric: %age of seller product combinations on goal based pricing engine L0 Metric: %age increase in Sales GMV for pricing engine enabled seller products

Help Sellers Grow their Business on the Becho Platform

Increase the sales volume of the seller on the Becho Platform

Build Products to boost the visibility/ranking of seller products on Becho Platform

In-App Advertisements

Sellers should be able to run sponsored ads on Home Page and Product Listing Page. They should be able to choose a product, enter their budget and mention their CPC to launch an ad immediately. Ad payments can be adjusted against their weekly payouts. Sellers should also be able to see the ad performance, ROI and total spends against every ad

More ads --> More Product Views --> More Orders --> More Revenue

L3 Metric: %age ads with ROI > X L2 Metric: %age increase in product views due to ads L1 Metric: %age of sellers who ran ads L0 Metric: %age increase in GMV per seller, within X time, who ran ads

Help Sellers Grow their Business on the Becho Platform

Increase the sales volume of the seller on the Becho Platform

Build Products to boost the visibility/ranking of seller products outside Becho Platform

Social Media Integration for Paid Ads by Sellers

Sellers should be able to run paid marketing on social media apps like youtube, instagram, tiktok (based on the apps used by customers). They should be able to choose a social media platform, product, duration of campaign, enter their budget and mention their CPC to launch an ad immediately. Ad payments can be adjusted against their weekly payouts. Sellers should also be able to see the ad performance, ROI and total spends against every ad

More ads --> More Product Views --> More Orders --> More Revenue

L3 Metric: %age paid ads with ROI > X L2 Metric: %age increase in product views due to paid ads L1 Metric: %age of sellers who ran paid ads L0 Metric: %age increase in GMV per seller, within X time, who ran paid ads

Help Sellers Grow their Business on the Becho Platform

Increase the sales volume of the seller on the Becho Platform

Build Products to boost the visibility/ranking of seller products on Becho Platform

Promotions

Empower the sellers to participate in Platform Sale Events. Give them a capability to promote their catalog by offering discount on one or more products along with the duration for promotion and max quantity till which the promotion should be active

Higher Promotions --> Higher product views --> High conversion due to attractive prices --> More orders --> More revenue

L2 Metric: %age increase in product views due to promotions L2 Metric: %age increase in views to order %age due to promotions L1 Metric: %age of sellers who ran promotions L0 Metric: %age increase in GMV per seller, within X time, who ran promotions

Help Sellers Grow their Business on the Becho Platform

Increase the sales volume of the seller on the Becho Platform

Build Products to empower sellers to run selective offers & discounts on the platform

Customer Group level Seller Product Offers

Sellers should be able to give exclusive discounts on certain products to repeat customers or they can give extra discount for churned users or users who have never purchased the item from the seller

Selective discounting --> Higher Budget to spend --> More seller products on offer --> Higher Product Views --> Better conversion due to discounts ---> More Orders --> More Revenue

L2 Metric: %age increase in new orders due to selective discounts L1 Metric: %age of sellers who ran selective discounts L0 Metric: %age increase in GMV per seller, within X time, who ran selective discounts

Help Sellers Grow their Business on the Becho Platform

Increase the sales volume of the seller on the Becho Platform

Build Products to augment the purchasing power of the sellers to help them grow

Credit Analysis and Disbursal Systems

Based on the sales and performance data of a seller, extend a credit line to the seller that can be utilised at will to get instant cash to manage operations. Credit Repayments can be adjusted against payouts with an option to explicitly pay as well

More Money --> more product assortments or higher in-stock %age --> More GMV

L3 Metric: Avg utilisation %age per credit line L2 Metric: %age increase in in-stock %age per seller L2 Metric: %age increase in product assortment per seller L1 Metric: %age sellers opted for credit L0 Metric: %age increase in Sales GMV per seller

Help Sellers Grow their Business on the Becho Platform

Increase the sales volume of the seller on the Becho Platform

Build more real-estates on the Becho customer app to increase the discovery of seller products Build Products to empower sellers to give personalised sales pitch about their products

Content Driven Commerce

Allow sellers to upload short videos along with the SKU id which is being promoted. Showcase the short video on customer app in another sub-product which works similar to instagram reels. Every video may have a redirection to the PDP. Give Sellers insight on every video performance with a capability to make any video inactive in real-time.

More Videos --> More product views --> More Orders --> More GMV

L3 Metric: Avg video watch %age per discovered unique customer<>video view L2 Metric: Avg no. of active videos per seller L2 Metric: Avg no. of clicks per discovered unique customer<>video view L1 Metric: %age of sellers who published atleast 1 video L0 Metric: %age increase in Sales GMV per seller

Help Sellers Grow their Business on the Becho Platform

Help sellers become operationally efficient Increase the sales volume of the seller on the Becho Platform

Build Products to help sellers manage their working capital effectively

Inventory Recommendation Engine

Based on historic sales data of same & similar SKUs, inform sellers the expected no of orders per day on a SKU and the expected amt of qty to be sold per day so that the seller can accordingly stock up the inventory for a SKU

Sellers will be able to reinvest their working capital in business effectively, increase the total number of product assortments, increase the in-stock %age of all the assortments and boost the overall GMV

L2 Metric: %age recommendations adhered per seller L1 Metric: % increase in in-stock %age per seller L1 Metric: %age increase in product assortment per seller L0 Metric: %age increase in Sales GMV per seller

Help Sellers Manage their Business on the Becho Platform

Empower sellers to track their operational efficiency Help sellers grow their profit margins

Build Products to provide Operational Insights to the seller to help them improve

Operations Dashboard

Give visibility to the seller on operational metrics like on-time dispatch %age, same day dispatch %age, order acceptance rate, order fulfilment rate, perfect order delivered %age etc. Empower the seller to filter information for given a time range, courier partner level, SKU level etc.

Operations Dashboard will enable the seller to track their everyday operations and in turn reduce cost and increase profits

L1 Metric: %age improvement in every individual operational metric showcased to a seller L0 Metric: %age increase in profit margins per seller

Help Sellers Grow their Business on the Becho Platform

Empower the sellers to track their performance Increase the number of Retained/Repeat Customers for the seller

Build Products to share insights on SKU performance with the seller

Quality Dashboard

Showcase the current seller rating on the platform. Display a bad quality score at a SKU level based on no. of 1 & 2 star ratings received against total number of ratings. Summarize the customer reviews against the SKU to share actionable insights with the seller

Quality Dashboard will inform the sellers on their product quality and prompt them to take necessary corrective actions. As a result of this, the overall seller ratings should improve which in turn should increase the number of orders per seller and attract more repeat buyers

L3 Metric: %age increase in views to order %age L2 Metric: %age improvement in bad quality score per seller per SKU L1 Metric: %age of sellers who saw an uptick in their ratings post product launch L0 Metric: %age increase in Sales GMV per seller L0 Metric: %age increase in repeat customer order %age per seller

Help Sellers Grow their Business on the Becho Platform

Empower the seller to track their performance

Build Products that provide Business Insights to the seller to help them grow

Business Dashboard

Give visibility to the seller on total views, clicks and orders - both at seller & seller + SKU level. Empower the seller to filter information for a time range and basis sales trends (high selling, low selling, low conversion etc.). Also provide SKU level insights on how its performance can be improved. Give visibility on customer level insights as well including how many new customers acquired, how many churned, how many are continuing to engage, how many showed an increase in wallet share etc.

Business Dashboard will give a holistic view to the seller on his/her performance and help him/her chalk out a plan to accordingly improve on every metric, thereby increasing their sales on the platform

L3 Metric: Avg time spent per seller on business dashboard

L2 Metric: %age of sellers who visited the business dashboard more than once

L1 Metric: %age increase in orders per day per seller L0 Metric: %age increase in Sales GMV per seller

Help Sellers Grow their Business on the Becho Platform

Ensure the Best Seller Satisfaction on the Becho Platform Ensure the best seller retention rate on the Becho Platform

Build Products that can reward the sellers on their good performance

Rewards & Loyalty Program for Sellers

Introduce personalised time based target schemes for every seller that can reward them with X ad credits if they are able to achieve the said goal These ad credits would allow the sellers to run advertisements on Becho Platform to increase overall product views and grow their revenue. Alternatively, a new platform currency or a reward coin can also be introduced that can be redeemable against some rewards catalog. We will need to work the math out. But I personally feel that the impact of ad credits as platform currency would be much more.

Launching this product will help keep the sellers motivated & engaged on the platform. Better Performance --> Higher Ad Credits --> Higher advertisements --> Higher product views --> Higher Revenue

L2 Metric: %age increase in advertisements within X time per seller L1 Metric: %age of sellers who achieved atleast 1 target scheme within X time L0: Metric: %age increase in Sales GMV per seller within X time L0: Metric: %age increase in 3 month, 6 months, 12 months seller retention rate L0 Metric: %age increase in Seller Satisfaction Score

Help Sellers Manage their Business on the Becho Platform

Ensure the Best Seller Satisfaction on the Becho Platform

Build Products to ease the accessibility of the Becho Supplier Hub

Mobile App Support for Becho Supplier Hub

Build an android app to start with and later iOS app if we see many sellers on iOS platform as well

More the usage of Becho Supplier Hub --> More the seller growth --> More the seller satisfaction

L1 Metric: %age sellers who use mobile app

L0 Metric: %age increase in Seller Satisfaction Score L0 Metric: %age increase in Sales GMV per seller

Help Sellers Manage their Business on the Becho Platform

Ensure the Best Seller Satisfaction on the Becho Platform

Build Products to provide Faster turnaround time to seller support queries

AI enabled chatbots integrated with multiple seller system services

Chatbots can provide support to commonly asked queries that have a static response (similar to FAQs). They can also be used to resolve any operational hiccups. For example - in case of barcode scan failure by pickup agent during manifest, the chatbot can ask the seller some security questions related to the pickup agent and then accordingly mark the order as auto shipped upon verification success

Chatbots will reduce the anxiety of the sellers by providing them with instant resolution thereby boosting overall satisfaction

L1 Metric: %age reduction in avg TAT for support ticket resolution L0 Metric: %age increase in Seller Satisfaction Score

Help Sellers Manage their Business on the Becho Platform

Ensure the Best Seller Satisfaction on the Becho Platform

Build Products to provide Faster turnaround time to seller support queries

AI powered Voice Agents integrated with multiple seller system services

AI Agents would imitate humans and would be able to talk to the sellers on call to resolve their support queries. They would have the latest information/status fed by multiple seller micro-services about any order/payment/seller catalog/returns to provide quick resolution to the seller.

AI Agents will reduce the anxiety of the sellers by providing them with instant resolution thereby boosting overall satisfaction

L1 Metric: %age reduction in avg TAT for support ticket resolution L0 Metric: %age increase in Seller Satisfaction Score

Help Sellers Manage their Business on the Becho Platform

Ensure the Best Seller Satisfaction on the Becho Platform

Build Products to automate support operations with a high degree of accuracy

Build Deep Learning AI Models to process images & videos uploaded by sellers and provide instant claim resolution

Leverage Computer Vision and ML Models such as Convolutional Neural Networks (CNNs) for object detection, tracking and action recognition in videos

The model will analyze the uploaded images & videos in real time and take a decision on seller claim immediately, thereby providing insta-gratification to the seller and increasing the satisfaction score

L1 Metric: %age reduction in avg TAT for claims resolution L0 Metric: %age increase in Seller Satisfaction Score

Help Sellers Manage their Business on the Becho Platform

Ensure the Best Seller Satisfaction on the Becho Platform

Build Products to ensure accountability & traceability across the shipment transportation journey

Immutable Records for Real Time Order/Shipment Tracking

Use blockchain to create an immutable ledger that records all actions taken on a shipment. Blockchain would record the handover details between each logistics partner, ensuring a clear chain of custody. This makes it easier to pinpoint where tampering might have occurred

Immutable Records will deter any partner in the transit leg from committing frauds. So, not only will overall returns come down but also the no. of claims raised by the seller. Seller Satisfaction will peak

L1 Metric: %age reduction in logged seller claims L1 Metric: %age reduction in post sales returns %age L0 Metric: %age increase in Seller Satisfaction Score

Help Sellers Manage their Business on the Becho Platform

Ensure the Best Seller Satisfaction on the Becho Platform

Build Products to ensure accountability & traceability across the shipment transportation journey

Tag Loop System for Order Processing

Implement inalterable tamper-evident secure and scannable code tag to products before packaging to ensure authenticity and accountability of goods in transit. This can be implemented for a few categories or seller products based on past data of disputes

Tag Loops would be able to uniquely track an item and the same can be utilised even while taking returns from sellers. Since these tag loops cannot be used more than once, frauds should come down and so should the no. of claims raised by the sellers. Seller Satisfaction will peak

L1 Metric: %age reduction in logged seller claims L1 Metric: %age increase in orders (in full) delivered per seller L0 Metric: %age increase in Seller Satisfaction Score

Help Sellers Manage their Business on the Becho Platform

Ensure the Best Seller Satisfaction on the Becho Platform

Build Products to monitor and assess Risks across the entire order journey

Fraud Detection Systems

Use AI to analyze return patterns and identify suspicious activities. Give a risk score to every return request and block the return if the score goes above X

Fraud Detection Systems will ensure thorough checks in place before accepting any customer return and hence all fraudulent return requests will get blocked

L1 Metric: %age reduction in post sales returns %age L0 Metric: %age increase in Seller Satisfaction Score

Help Sellers Manage their Business on the Becho Platform

Ensure the Best Seller Satisfaction on the Becho Platform

Build Products to ease the accessibility of the Becho Supplier Hub

Localisation / Vernacular Language support for Becho Supplier Hub

Identify the mother tongue of all the active sellers and accordingly prioritise which ones to build for

More the usage of Becho Supplier Hub --> More the seller growth --> More the seller satisfaction

L1 Metric: %age sellers using supplier hub in non-english language L0 Metric: %age increase in Seller Satisfaction Score

Help Sellers Manage their Business on the Becho Platform

Ensure the Best Seller Satisfaction on the Becho Platform

Build Products to help the seller become financially independent

Investment & Savings Tool

Empower the seller to create multiple pots for multiple purposes and configure how much %age payout should go to every pot (somewhat similar to what Jupiter Money does)

Higher the number of meaningful product offerings --> Higher the seller satisfaction --> Higher the seller retention → Higher Seller Lifetime Value → More Revenue

L1 Metric: %age of sellers who created atleast 1 pot L0 Metric: %age increase in Seller Satisfaction Score

Help Sellers Manage their Business on the Becho Platform

Ensure the Best Seller Satisfaction on the Becho Platform

Build Products to ease the accessibility of the Becho Supplier Hub

Education & Training Hub

Host multiple product training videos with vernacular support that helps a seller navigate the supplier hub easily

Good training videos --> Better understanding of supplier hub --> Better Usage of supplier hub --> Better seller growth

L1 Metric: %age of sellers who watched atleast 1 training video L0 Metric: %age increase in Seller Satisfaction Score

Help Sellers Manage their Business on the Becho Platform

Ensure the Best Seller Satisfaction on the Becho Platform

Build Products to help the seller manage their finances & taxes

GST Filing Tool

Integrate the tool with the Payments & Settlements Tab to help seller file their taxes easily

Higher the number of meaningful product offerings --> Higher the seller satisfaction --> Higher the seller retention

L1 Metric: %age of sellers who used the tool to file taxes L0 Metric: %age increase in Seller Satisfaction Score

Help Sellers Grow on the Becho Platform

Ensure the Best Seller Satisfaction on the Becho Platform

Build Products that can provide Fame to the Sellers and help them be looked upon in their community

Social Community & Seller Engagement Platform

Sellers should be able to create their own channel and make videos to share tips & tricks on best practises among their community. Based on the level of engagement on a video, sellers can be rewarded with ad credits or any other platform currency (as decided during building Rewards & Loyalty Program) to ensure continuous content production

Help Sellers get respected among their community → Increase the seller satisfaction → Increase the seller retention → Increase seller lifetime value → Increase Revenue

L1 Metric: %age of sellers who created atleast 1 video on the platform L1 Metric: %age of sellers who used the platform atleast X times and consumed atleast Y videos L0 Metric: %age increase in Seller Satisfaction Score

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Roadmap Prioritization

Becho Supplier Hub Roadmap Prioritization

Becho Supplier Hub Roadmap Prioritization

Product Deliverable

T-Shirt Sizing (Small,Medium, Large, Xtra Large, Xtra Xtra Large ...)

Impact(I) (1- very low to 5- very high)

Confidence(C)(1- very low to 5- very high)

Effort(E) (1- very low to 5- very high)

Leverage(L) (0 or 1) 1: Helps unblock other initiatives or serves multiple objectives

Comments (Optional)

Priority Score [((I*C)/E)+L]

Price Recommendation Engine

M to L

This engine will also be helpful in building the Goal Based Pricing Engine

7.25

In-App Advertisements

M to L

This product will help Becho to monetise its seller base and hence has extra leverage. It will also complement the rewards & loyalty program initiative since ad credits will be leveraged as a platform currency

7.25

Quality Dashboard

M to L

6.25

Business Dashboard

6.25

Promotions

5.33

Product Recommendation Engine

This product can also be utilised to power personalized recommendations on customer app

Content Driven Commerce

Video Platform can be leveraged for multiple use cases in the future such as Building a Social Community & Engagement Platform around sellers where affluent/successful sellers can make videos to educate & entertain other sellers

Social Media Integration for Paid Ads by Sellers

Goal Driven Pricing Engine

Mobile App Support for Becho Supplier Hub

Inventory Recommendation Engine

S to M

Fraud Detection Systems

M to L

Build Deep Learning AI Models to process images & videos uploaded by sellers and provide instant claim resolution

L to XL

Deep Learning Model can be used across multiple legs in the order journey to resolve disputes. It can also be utilised for rapid cataloguing to analyse uploaded product images

3.4

AI powered Voice Agents integrated with multiple seller system services

XXL

Voice agents can also be utilised in conversational search on customer app. Moreover they can also be used across Customer Support and any other support PODs where Humans are currently providing support

3.4

Credit Analysis and Disbursal Systems

3.2

Tag Loop System for Order Processing

L to XL

Operations Dashboard

S to M

Rewards & Loyalty Program for Sellers

2.4

Customer Group level Seller Product Offers

2.25

GST Filing Tool

This looks like a bit far fetched product and if compared to the potential of other initiatives, it should come much later in the seller's lifecycle

2.25

Localisation / Vernacular Language support for Becho Supplier Hub

L to XL

This product may help in new seller acquisition but since our primary growth lever is engagement & retention, the impact on existing sellers might be less since they have already gotten used to the platform

2.25

Education & Training Hub

M to L

Making training videos is more process heavy than product heavy. Also Becho can leverage youtube to publish these videos and hence product intervention might not be necessary here and can be avoided

AI enabled chatbots integrated with multiple seller system services

1.8

Social Community & Seller Engagement Platform

XXL

This product solves for social goals of a seller and would come much later in a seller's journey

1.8

Immutable Records for Real Time Order/Shipment Tracking

XXL

Blockchain has not yet seen widespread adoption in non-financial use cases and hence my confidence is not very high for this

1.2

Investment & Savings Tool

XXL

This is a far fetched product that solves for high order personal goals of a seller which would come quite later in a seller's journey

0.8

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Final Proposed Roadmap

All deliverables having a priority score of less than 2.4 have been deprioritized and kept in backlog. The ones having a priority score between 3 to 2.4 are to be prioritized only once the more important ones are completed.

Short Term Initiatives (to be done in 0-3 months):

Mobile App Support for Becho Supplier Hub

Inventory Recommendation Engine

Promotions

Product Recommendation Engine

Medium Term Initiatives (to be completed in 0-12 months):

Price Recommendation Engine

In-App Advertisements

Quality Dashboard

Business Dashboard

Fraud Detection Systems

BHAG Initiatives (to be completed in 0-24 months):

Content Driven Commerce

Social Media Integration for Paid Ads by Sellers

Goal Driven Pricing Engine

Build Deep Learning AI Models to process images & videos uploaded by sellers and provide instant claim resolution

Credit Analysis and Disbursal Systems

AI powered Voice Agents integrated with multiple seller system services

Very Long Term Initiatives (to be picked after the completion of all the above initiatives):

Tag Loop System For Order Processing

Operations Dashboard

Rewards & Loyalty Program for Sellers

Conclusion

Thank You for taking out time and going through the document.

The exact prioritization & sequence of deliverables are subject to change basis actual data on impact vs effort, company priorities, internal team bandwidth and seller feedback.

Continuous feedback loop would be present to keep updating the approach iteratively.

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