Supertails Business Case Study - PM school

A comprehensive strategy to grow user acquisition of Supertails by leveraging its growing arsenal of products and service offerings, analysing pet-parent sentiment and feedback, reviewing the market landscape with a constant customer focus and a vision for ultimate customer satisfaction.

1. PM School X Madhuri RImproving User
Acquisition for
Supertails

2. PM School X Madhuri RCompany OverviewMarket landscapeGiftingPet-profileSupertails HampersPrioritizationGo-to-Market
Supertails is a one-stop destination for pet-parents offering pet supplies, online vet consultations, and behavioural training, with over
70,000 consultations and a 10-12% monthly growth rate. Despite this, it struggles to engage the anticipated number of pet parents
due to lacking competitive features, necessitating a 30% boost in user acquisition through new app features.
1.The need to grow userbase on Supertails via trusted
contacts and word of mouth.
2.Provide distinctive features to users that draw them to
explore more of Supertails.
Engage pet loversAttract pet owners
Boost product salesExpand Reach
ProductServiceGeography
Pet Food:
•Primary revenue
•~70% of sales
•Includes various
food options for
different pets and
dietary needs
Non-Food Products:
•Toys, Accessories
•Grooming, hygiene
•Contributes ~30% to
revenue
Online Veterinary
Consultations:
•Remote veterinary
services
•Pharmacy for quick
medicine delivery
Pet Training Services:
•Behavioral training
services
•Blogs and articles to
help pet-parents
Online Presence:
•Serves over 18,000
pin codes across
India
•Wide reach through
their e-commerce
platform
Offline expansion:
•Metropolitan and
Tier-I Cities like
Bengaluru, Mysore,
and Ahmedabad
•Age: 30
•City: Mumbai
•Salary: ₹12-18
LPA
•Lives large, Loves to spoil her
fur-baby
•Pet: Siamese cat named Luna.
•Tech-Savvy: Regularly uses
online platforms for shopping
•Can’t find time to individually
search and curate items for Luna
or her friends’ pets
•Keeps losing Luna’s documents
and past food intake recordsThe young mom
Fitness enthusiast
The family man
•Age: 28
•City:
Bangalore
•Salary: ₹8-12
LPA
•Age: 45
•City: Delhi
•Salary: ₹25-
30LPA
•Focuses on maintaining a
healthy lifestyle, loves running
•Pet: Dachshund named Rocky.
•Health-aware: Evaluates
detailed health metrics of Rocky
•Needs an easy way to find high-
quality, health-oriented pet
products and services.
•Can’t find good discount deals
for combo items for Rocky
•Senior manager, Father of 2 kids
•Pet: 2 Labs, Simba and Nala
•Likes to stay organized, goes
for early morning dog-walks
with friends
•Finds it challenging to keep
records and nutrition in check
for multiple pets organized.
•Can’t find thoughtful gifts for
family and friends with pets
Users seek convenience and expertise in crafting their pets’ nutrition and
wellness
Users want to be able to discover and try new and exciting products every
once in a while, to pamper their pets

3. PM School X Madhuri RCompany OverviewMarket landscapeGiftingPet-profileSupertails HampersPrioritizationGo-to-Market
THE MARKET LANDSCAPE
•Market Size: The pet-care industry in India was valued at
approximately₹7,400 crorein 2021 and is projected to
reach₹21,000 croreby 2032, growing at aCAGR of 19.2%.
•Pet Population: India has around30 million pet
dogsand5.5 million domestic cats.The pet population is
growing rapidly, with an estimated43 million pet dogsby
2026.
BUSINESS OPPORTUNITIES
Pet Food and Nutrition
•Organic and Natural Pet Food: With increasing
awareness about pet health, there’s a growing
demand for organic and natural pet food options.
•Customized Diet Plans: Offering personalized diet
plans based on pet breed, age, and health
conditions to attract health-conscious pet owners.
Pet Boarding and Daycare
•Luxury Pet Boarding: high-end boarding facilities
with premium services to attract pet owners looking
for quality care.
•Pet Daycare Centers: Establishing daycare centers
in urban areas to provide a solution for working pet
owners.
Pet Adoption and Welfare
•Adoption Platforms: Developing platforms that
facilitate pet adoption and connect shelters with
potential pet owners to support animal welfare.
•Pet Events and Expos: Organizing events and expos
focused on pet adoption, health, and wellness to
raise awareness and drive engagement.

4. PM School X Madhuri RCompany OverviewMarket landscapeGiftingPet-profileSupertails HampersPrioritizationGo-to-Market
THE LOW HANGING FRUIT: BIRTHDAY STORE, GIFTING
THE RATIONALE
VALUE TO THE CUSTOMER
VALUE TO THE COMPANY
IMPLEMENTATIONSUCCESS METRICS
POTENTIAL CHALLENGES
MONETIZATION
Tapping into the growing trend of pet
celebrations and gifting.
1.Ease of Gift-Giving: Simplifies the process
of finding and purchasing appropriate
gifts for pets or pet owners.
2.Exciting gifting options for pet parents.
Can be synced with seasonal trends.
3.Birthday store for pets, with personalized
recommendations making celebrations
special.
1.Increase brand visibility through gift
cards and vouchers.
2.Revenue through gift card sales.
3.Enhanced brand image as a thoughtful
and customer-centric company.
1.Birthday Store: Personalized gift
suggestions based on pet profiles.
2.Gift Cards: Digital and physical gift cards for
various denominations.
3.Gift Vouchers: Special occasion vouchers
with discounts and offers.
4.Gifting services: Gift a consultation or
wellness package
1.Sales of gift cards and vouchers.
2.Partnering with pet-related brands for
exclusive birthday store items.
3.Offering premium birthday packages with
additional services.
1.User Engagement: Monitor usage and
interaction within the birthday store
section.
2.Conversion Rates: Measure the
conversion rates of users purchasing
gifts compared to overall site visits.
3.Number of gift cards and vouchers
sold.
4.Customer feedback and satisfaction
ratings.
5.Increase in repeat purchases and
customer retention rates.
1.Managing inventory and ensuring
timely delivery of birthday store
items.
2.Implementing heavy personalization
may not be scalable.
3.Ensuring the security and fraud
prevention in digital gift cards.

5. PM School X Madhuri RCompany OverviewMarket landscapeGiftingPet-profileSupertails HampersPrioritizationGo-to-Market

6. PM School X Madhuri RCompany OverviewMarket landscapeGiftingPet-profileSupertails HampersPrioritizationGo-to-Market
THE UTILITARIAN OFFERING: BUILD, MAINTAIN & USE YOUR PET PROFILE
THE RATIONALE
VALUE TO THE CUSTOMER
VALUE TO THE COMPANY
IMPLEMENTATIONSUCCESS METRICS
POTENTIAL CHALLENGES
MONETIZATION
Provide a comprehensive platform for pet
health and wellness management.
1.Chance to establish long-term customer
relationships by offering valuable,
personalized features.
2.Valuable data insights for targeted
marketing and product development.
1.Food Intake Log: Allows users to record
and track their pet’s daily food intake.
2.Medicine, meal alerts: Users can be
notified of mealtimes or set pill reminders.
3.Health Reports : Users can upload and
store vet reports and health records.
Consultation reports from Supertails will
be synced
4.Vaccination Status Tracker: Tracks
vaccination schedules and statuses.
1.Easy tracking of pet health, nutrition,
and vaccination statuses.
2.Centralized location for uploading and
accessing pet reports.
3.Personalized recommendations based
on pet profiles.
1.Offering premium subscriptions for
advanced tracking and analytics.
2.Selling personalized pet health and
nutrition products from data gathered.
1.User engagement metrics (e.g.,
frequency of log updates).
2.User Adoption: Track the number of
users actively using the pet profile
feature.
3.Most and least commonly used
features by users in the pet-profile.
4.Customer feedback and satisfaction
ratings.
1.User data Privacy: Ensuring the security
of sensitive health data is crucial.
2.Balancing user-friendly design with
comprehensive functionality and
ensuring an intuitive UI

7. PM School X Madhuri RCompany OverviewMarket landscapeGiftingPet-profileSupertails HampersPrioritizationGo-to-Market

8. PM School X Madhuri RCompany OverviewMarket landscapeGiftingPet-profileSupertails HampersPrioritizationGo-to-Market
THE TRADEMARK OFFERING: CURATED AND CUSTOMIZABLE PET-HAMPERS
THE RATIONALE
VALUE TO THE CUSTOMER
VALUE TO THE COMPANY
IMPLEMENTATIONSUCCESS METRICS
POTENTIAL CHALLENGES
MONETIZATION
Align with seasonal events and trends,
keeping thing exciting and drawing new
customers
1.Convenience of receiving a variety of
products in one package.
2.Excitement: Offers a curated, surprise
element that adds excitement to pet care.
3.Ease of personalization and making the
hamper yours
1.Higher Average Order Value: Boosts
average order values through bundled
offerings.
2.Enhanced brand image as a thoughtful
and customer-centric company.
1.Seasonal Pet-Hampers: Curated boxes for
different seasons, including treats, toys,
and grooming supplies.
2.Custom Hampers: Option for users to
create custom hampers based on their pet’s
preferences.
3.Subscription Options: Monthly or quarterly
subscription plans for pet boxes.
1.Subscription fees for seasonal pet-boxes.
2.Premium pricing for custom hampers.
3.Partnering with pet product brands for
exclusive items.
1.User Engagement: Monitor usage
and interaction within hamper
section.
2.Sales Data: Track sales volume and
revenue from seasonal boxes and
hampers.
3.Repeat Purchases: Measure the
frequency of repeat purchases for
seasonal boxes.
4.Customer Feedback: Collect
feedback on the quality and
satisfaction with the boxes.
1.Inventory Management: Managing
seasonal stock levels and variety can
be complex.
2.Customer Expectations: Ensuring the
quality and relevance of contents to
meet customer expectations

9. PM School X Madhuri RCompany OverviewMarket landscapeGiftingPet-profileSupertails HampersPrioritizationGo-to-Market

10. PM School X Madhuri RCompany OverviewMarket landscapeGiftingPet-profileSupertails HampersPrioritizationGo-to-Market
FEATURE PRIORITIZATION
FeatureReach (1-10)Impact (1-
10)
Confidence
(1-10)Effort (1-10)RICE ScorePRIORITY
Gifting
Section7885179.2
Pet Profile
Section6976126.0
Seasonal
pet-hampers8787114.3
RICE metricsEffort-impact matrix

11. PM School X Madhuri RCompany OverviewMarket landscapeGiftingPet-profileSupertails HampersPrioritizationGo-to-Market
GO TO MARKET STRATEGY
PHASE 1 PHASE 2 PHASE 3
Gifting Section
Market AnalysisFeature
DevelopmentVendor PartnershipsMarketing CampaignLaunchCustomer Feedback
Continuous
Improvement
Identify key occasions
and customer
preferences for
gifting.
Create a birthday
store, gift cards, and
gift consultation
sections.
Partner with vendors
for exclusive gift
items.
Launch a targeted
marketing campaign
(social media, email,
influencers).
Introduce the gifting
section with special
offers.
Gather feedback to
refine the feature.
Regularly update the
gifting options based
customer preferences
Pet Profile Section
User ResearchFeature
DevelopmentBeta TestingMarketing CampaignLaunchUser Support
Continuous
Improvement
Understand pet
parents’ needs and
pain points when it
comes to tracking
pet-health.
Develop user-friendly
interfaces for logging
food intake,
uploading reports,
and tracking
vaccinations
Conduct beta testing
with a select group of
users.
Promote the feature
through targeted ads
and content
marketing.
Officially launch the
feature with special
promotions.
Provide robust
customer support
and tutorials.
Keep improving upon
pet-profile adding
more relevant pet-
metrics based on
client feedback
Seasonal pet-
hampers
Market ResearchFeature
DevelopmentPartnershipsMarketing CampaignLaunch EventCustomer FeedbackContinuous
Improvement
Analyse customer
preferences and
seasonal trends.
Curate seasonal pet-
boxes with high-
quality products.
Collaborate with pet
product brands for
exclusive items.
Launch a multi-
channel marketing
campaign (social
media, email,
influencers).
Host an online launch
event with special
offers and giveaways
Collect and analyze
feedback for
continuous
improvement.
Regularly update the
hampers based on
trends and feedback.

12. Thank
You
Madhuri R
Associate, Goldman Sachs
https://www.linkedin.com/in/madhu1607/
https://medium.com/@rmadhuri