Launch plan - White
collar mobilization
NIYATI SHAH
C9
Market Definition
Who are white collar professionals?
Workers who perform professional, managerial, or administrative tasks
in an office or professional setting, using advanced skills and
knowledge acquired through formal education or on-the-job
experience.
What kind of professionals does it include?
Jobs in fields such as technology, finance, law, marketing, healthcare,
and education etc.
Urban
Brief solution approach
History
Our Mission is to empower millions of service professionals by delivering standardised services
at-home in a way that has never been experienced before.
Which Categories ? Why ?
Reason 1
- Can be served to the existing customers
of Urban Company
Hobby Trainers Accountants, CA
Instruments, Cooking, Accounting, Taxation,
Needlework, Painting, Bookkeeping, Excel, Reason 2
Calligraphy etc. Investments, GST etc.
- Real market need and no standard
solutions available
Photographers Content Creators
Reason 3
Product/Food/Event Social Media
- Possibility of standardization and Large
photographers,Video Marketing, Bloggers
Editors, Drones etc. market opportunity
Market size & TAM Reasonsfor
Reasons forgrowth
growth
Rapid digitization, and rising demands
388 590 for flexibility post-pandemic
billion INR billion INR
2023 2026
The millennials and Gen-Z talent are
highly creative and refuse to be
tethered to conventional 9-5 jobs
CAGR - 15.3%
The growing number of startups in the
Total freelancing market size:
country.
2050 billion INR
TAM : 25%
Competitive Analysis
Features
Verified profiles ☑ ☑ ☑ ☑ ☑
Escrow payments ☑ ☑ ☑ ☑ ☑
Client ratings ☑ ☑ ☑ ☑ ☑
Screening process ☑ ☑
Flat charges ☑ ☑
Mandatory proof of work ☑ ☑
Compulsory training ☑
Selection of the right service provider ☑
Insurance
PSOPS
Understanding the target audience
Owns Clothing store
Earns >15 LPA
Services used :
Business:
Photographer and videographer for their clothing brand’s
social media handle & family functions
Influencer marketing and content creation for their new
category launch
Accountants for their yearly accounts
Jeet Bhanushali Personal:
Age - 28 Guitar trainer (hobby)
Founder : Achija Westernwear
Order price range: 2000 INR - 20,000 INR
Category: MSME
Two ways flywheel
Two ways flywheel Our strategy
Only UC trained & certified
service providers
Not being another market place
Standardization of the
services/processes
Targeting existing customers
through marketing channels
Focusing on increasing the
number of services for existing
clients
Perceptual Mapping
Ease of use
Positioning
"Get Hassle-free home
Scope of services from trusted ,
Quality of
services
freelancers trained & certified
professionals."
Cost
Customer Journey
Book-keeping Accountant Video Consult
Book-keeping Virtual CFO Account
Rs. 400
Book-keeping
Accounting /CA Photography/
videography
Content creation Hobby training
Book-keeping Rs. 400
Rs. 400
Urban Company Head Office,
M.G.Road, Delhi
Book a video consultation with an expert to
find out the best suitable package for you
Choose from various services such as taxation,
GST compliances, ledger posting etc.
Virtual CFO
Milestones & Timeline
OCT’ 23 OCT’ 24 OCT’ 25 OCT’26
Launch Training batches/units Focus on achieving 40,000 INR ARPU and
photography/videography for the hobby training the first 2 metrics reaching 5 million +
category in 5 cities category customers by December 26
APRIL’ 23 APRIL’ 24 APRIL’ 25 APRIL’ 26
Launch Accountant / CA Launch content Launch hobby training in Replicate all the
category in 5 cities creation category in 5 cities ( 20 types of services in 5 more
5 cities hobbies ) cities
Forecasting Growth and Revenue Potential
Revenue growth: 27X
( 4 years)
Year GMV projections
2023 ₹1,668,204,000
2024 ₹6,574,275,716
2025 ₹18,649,673,055
2026 ₹46,012,115,353
Metrics that matter Metrics that don't matter
1) Customer
retention rate
At least 30% within 1 1) Profit margin
year of launch Focus on building a solid
customer base before
2) Net promoter optimizing for profit margins.
score
At least 50% within 2) Customer Lifetime
1 year of launch
value
Too early to focus on this
3) Average revenue
per user
30,000-40,000 p.a
Recap
Standardization of the services
Replicating the training model ( Online )
Targeting existing customers through different white-collar categories
Positioning as Hassle-free services by trusted and trained professionals at your
doorstep
4 categories in 4 years : Accounting/CA | Photography & videography | Content
creation | Hobby training
Launching in 5 cities first
Key focus on Average revenue per user, customer retention rate & Net promoter
score before replicating it in more cities
25X revenue growth in 4 years
Thank You
Appendices
Why Hybrid Model? Why targetting MSMES
Understanding the supply side of the product
Opportunity Pain points
Income 1) Irregular and late payments
Age group Population
Contribution margin
2) Income tax guidance
18-34 64% 53%
35-44 23% 32%
3) Lack of standard training to
begin with
45-54 9% 9.4%
4) Regular gigs to work on
55+ 5% 4.9%
Reference : https://www.forbes.com/sites/elainepofeldt/2019/08/18/the- Reference :https://www.weforum.org/agenda/2019/01/what-motivates-
top-10-fastest-growing-freelance-markets-in-the-world/?sh=42d9b303733b workers-in-the-gig-economy
Primary Research (From freelancers)
Primary Research (From UC employees)
Key points UC is focusing on :
Key points UC is focusing on :
( Customer obsession, Ownership, )
( Customer obsession, Ownership, Win win
SOP drafting and training are the most crucial
situation, Partners wellbeing )
and most difficult parts of the process
Focus on hardware and related
Standardization of the processes
categories
Only 6-7% churn rate
Standardization of the processes
Partner awareness programs and channels
Smooth customer booking experience
More than double earnings
Secondary Research
NITI Aayog’s report on India’s Booming Gig and Platform Economy
https://timesofindia.indiatimes.com/blogs/voices/new-rise-in-indias-freelance-community-in-2022/
https://economictimes.indiatimes.com/defaultinterstitial.cms
https://www.forbes.com/sites/forbescoachescouncil/2018/10/01/thriving-in-the-gig-economy-15-key-strategies-for-success/?
sh=2983e0211357
https://www.weforum.org/agenda/2019/01/what-motivates-workers-in-the-gig-economy
https://www.thehrdirector.com/features/future-of-work/top-5-challenges-cross-border-freelancers/
https://www.bizzbuzz.news/markets/urban-company-grants-shares-worth-rs-52-cr-to-497-gig-workers-1182343
https://razorpay.com/learn/scope-and-challenges-of-freelancers/
https://www.youtube.com/watch?v=I32n0j_a418
https://s23.q4cdn.com/749308338/files/doc_presentations/2019/07/FVRR_Investor_Deck_2019.07.pdf
https://www.ibef.org/research/newstrends/indian-white-collar-job-market-displaying-strong-recovery-grows-89-in-august-hiring-activity-
surpasses-pre-pandemic-levels-by-24
https://financesonline.com/freelance-platforms-analysis-features-benefits-pricing/
https://www.slideteam.net/blog/here-is-upworks-original-pitch-deck-the-complete-history-and-whats-next
https://skillsoniq.com/blog/the-many-kinds-of-companies-that-hire-freelancers
https://www.envato.com/about/
https://comparecamp.com/envato-studio-review-pricing-pros-cons-features/
https://www.upwork.com/resources/upwork-vs-fiverr
https://www.forbes.com/sites/elainepofeldt/2019/08/18/the-top-10-fastest-growing-freelance-markets-in-the-world/?sh=42d9b303733b
https://timesofindia.indiatimes.com/blogs/voices/new-rise-in-indias-freelance-community-in-2022/
https://economictimes.indiatimes.com/jobs/who-is-hiring-indias-white-collar-gig-professionals-and-why/white-collar-
workforce/slideshow/73267101.cms
Q&A
