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Summer Internship

Project
Vendor Acquisition for
Limeroads Project
Premium
Submitted by
Category and its Vendor
Peeyush Modi
App Testing and 60/21014
PGDM
Installation

Flow of Presentation
About the Company
SWOT Analysis

Objectives
Project Phases
Phase 1 : Identification,Market Mapping and
Penetration
Phase 2 :Vendor App Testing And Installation
Phase 3 : Categorization of Vendors and Premium Tab
Planning
Phase 4 : The Onboarding Process : Closing the
commercials

About The Company


Fashion and Lifestyle Discovery Platform for
Women in India
Vision : To connect big and small brands in India to
customers across India and the World in Fashion
Mission : to build the most extensive discovery
platform for lifestyle products in South East Asia

Source : Company Web

About The Company


Founders and CEO : Suchi Mukherjee
Co-founders
: Prashant Malik
and Ankush Mehra
Founding Year : 2012
Location : Gurgaon
Monthly Sales
: >6 crores

Source : Company Data

We Make you Look


Great.Great.Always
Allowing users to create different looks through
scrapbooks
3 lakhs visitors a day
65,00,000 curated looks through scrapbooks by the team
and customers
Features top style looks by Neha Dhupia
Source : Company Data

SWOT Analysis
Strengths:

Weaknesses:

Strong investor backing


Customer Involvement
through scrapbook
creation
Focus on style and
fashion
Widest assortment of
products
Large consumer base

Logistic Complexities
Cheap Pricing Points

Opportunities:

Threats:

Youth potential in India


with discretionary
spending
India has the fastest
internet traffic growth
globally and is
expected to have 348
million users by 2017
Luxury Brands and
Designer Garment
segment
Less Known Vendors

Online players like


myntra, flipkart, jabong
and zovi are strong
competitors offering
heavy discounts
Prevailing Concept of
Tangibility

Source : Company Data, YourStory.c

Objectives

Vendor Acquisition for Limeroads Premium Category and


Vendor App Testing and Installation
Identification ,Understanding of the designer hubs in South Delhi and
creating a pool of designers and vendors by mapping those markets.
Introduction and Installation of Limeroads Vendor App (Limeshop) with
the designers and mainstream Market Vendors.
Understanding vendors(designer and non designer vendors) issues
and resistance towards going online
Classification of Vendors and bringing the requisite vendors onboard to
Limeroads Premium Category.

Phase 1
Identification,Market
Mapping and
Penetration

Phase 2
Vendor App Testing
and Installation

Phase 4
The Onboard Process
: Closing the
commercials

Phase 3
Categorization of
Vendors and
Premium Tab
Planning

Phase 1 :
Identification,Market Mapping and
Penetration

Identification and Understanding


of Market
Companys database
Secondary Research
Travel Blogs
Black Book

: CNT Travellers, Little

Fashion Blogs
: High Heel
Confidential , Wed Me Good Blog
Online Fashion Portals :
Exclusively.in, Pernia Pop Up

Market Mapping and Penetration


Primary Research
Visiting the markets
Collecting Contact Details
Conversation with store
managers/Owners and Collecting
information about their merchandize
Secondary
Research

Primary
Reserach

Creating
Database

Personalize
d Mails and
Phonecalls

Target Markets :
Designer Hubs and
Mainstream Markets
Number of Stores Visited

Designer Collection

ShahpurJat

Hauz Khas

21
162

148
16

MeherChand

Khan Market

21 60
Main Stream

Qutub and Crecent

6%
1%
7%
22%

8%
56%

Shahpur Jat
Hauz Khas
MeherChand
Khan Market
Main Stream
Qutub and Crecent

Lajpat Nagar,
Rajouri,
Sarojini,Greater
Mainstream Markets
Kailash

Findings : Phase 1
Mature Markets

Covered : Shahpur Jat Village,


Hauz Khas Village, Meherchand ,
Qutub Market
Hub of most of Delhis well
known fashion designers.
Less Crowded,Clients based,
limited inventory,high on
fashion, exorbitant pricing,Well
aware and informed vendors

Busy market.Normal
merchandise
Crowded,Customer
based, huge
inventory,variety,un

Phase 2
Vendor App Testing And Installation

Limeshop : Create Online Store

Introduction to Vendor App : Limeshop


Manual Testing of the App
Identifying Problems and Recommendations
Apps Installation
Source : Google Playstore

Limeshop
Limeshop : online store, for free, in
only 60 seconds!
Digitalizes your store
Upload products to Create Catalogue
One Click to share with customers (via
Facebook, Whatsapp, E- mail, SMS,
Pinterest, Instagram & more)

Limeshop : A Vendor App by Limeroad

Source : Company Data

Limeshop : The Installation


Process

Source : Company Data

Benefits of Limeshop
To The Vendors
Creates your own Website in
just 60 second for free
Digitalizes the store and Easy
to use
Systematic Channel for B2B and
B2C dealings
Hands on Experience of Ecommerce
Cataloging of their Merchandize
Brings them to Limeroads
Notice

To the Company

Limeroads Goodwill
Introducing Limeroad to
vendors

Customer/Client
database
Marketing and Indirect
Promotion of Limeroad
Systematic Screening of
Potential Vendors
Establishing Relations
Source : Google Playstore

Key Findings about Vendors through

Street Smart,
Vendor
app
Testing
Educated and
Receptive
Receptive
of
Designers/Mature Market Vendors/Busy Main Markets
Long Discussions
technology
and needed more
Understood easily
explanation
Limited Stock
Heavy Inventory
Plagiarism : Main

Found
it
Too
time
Concerns
Consuming
Clarity : Either

Price
Points
Issues
Ready or not ready
Reluctance in

Meeting the Targets


Total Vendors/Stores Visited : 357 +
(Some didnt share details)
Iphone Users : 82
No. ofVendors
installations : 75 outInstallations
of 138
android
Meetings
220 users
Not Installed
63
Owner not
present

137

Iphone Users

82

Installed

75

Issues and Challenges


in
Vendor
app
Issues
Challenges
Iphone
Unawareness about Limeroad
Unavailability of Owners in
stores
No free time with the owners.
Doubts about authenticity

Data Validation
No tracking Id
generated in case
of placement of
any order.

Recommendations : Phase 2
Develop an Iphone version of the App
Promotion : For Limeshop Users
Invoice Printing Feature
Directing Limeroads web traffic to these
webstores at minimal commission
Tutorial Video
Create some success stories and launch the
video. : Pull marketing strategy

Phase 3
Categorization of Vendors
and Premium Tab

The Premium Tab

Design Maison:
Budding
Designers,Exclusi
ve Collection,
Good
Merchandize,Hig
h Price Points

Brands :
International ,
Indian Brands

Designer : Big
Designer Brands,
Exclusive
Collection, Best
of the
market,High

Categorization of Vendors
Primary and
Secondary
Research
Data

Creating
Categories
and Priority
List

Limeroad
Experts
Advice

Store Visits
with the
merchandise
team
member

Categorization of Vendors
Parameters
Brand Value
Recommendations and Referrals
Pricing Points
Quality Of Merchandise
Exclusivity of Merchandise

Measuring Tools/Mediums
Through Secondary and Primary
Research and Experts Advice
Blogs, Social Media ,
Websites,Personal Referrals
High End. Entry Exit Points
preferably Between 4k to 50k.
Checked by Category Head and
Merchandizers
Checked by Category Head and
Merchandizers
Through Observation of footfalls

Categorization Of
Stores (Excluding
Mainstream)

Cate
gory
A++

A+

Parameters

Brand Value , Exclusivity,


Quality , Price Points, Cliental
Quality
Recommendations and
Referrals,
Exclusivity,Quality,Price
Points,Cliental Quality

No . Of
Stores
69

22

Exclusivity,Quality,Price Points,
Cliental Quality
41
Quality,Collection Type, High
Inventory

Premium
Category
Brands
+Designer
+ Boutique
Design
Maison

Design
Maison
Source : Company
Data +Primary
Limeroad

Findings
Designers were Reluctant in going Online
due to
Past Experience
Designs get copied
High Pricing Products
Indian Consumer Mindset
Time Requirements
Unavailability of Ready Stock

Findings
Return of the Garments
Difficulty in managing both online+
offline stores
The Merchandise like heavy bridal wear,
consumers want to feel it before buying
it.

Planning the Commercials :


Competitors
Analysis

Commission
Charged

Pernias Pop
up shop

30-50%

Product Image
In house shoots
Capturing

Product

Exclusively.in Indian Roots

30-40%

30-40%

In house shoots

predominantly.
In house shoots
Strict acceptance

guidelines for
vendor images

Holding
Holding
Source : Company Data ,Ref

Premium Category : Formulated


Terms and Conditions
Min 20 designs with min 2 pieces per design
SKUs
(covering the entire sizechart) . Work with
ready stock of designers only
Dispatch TAT
48 hours
Minimum time for 2 weeks, from the day the product submitted
Listing
to studio for shoot .
Minimum
Minimum 15 days from the date the product
Inventory
goes live to the site.
Availability Period
Packaging
Packaging Material and costs will be borne by
Material
LimeRoad

Premium Category : Formulated


Terms and Conditions
At Limeroads production house in Gurgaon. One
Photoshoots(By
way/Return logistics borne by the vendor.( Max
LimeRoad)
time: 48 hrs)
Photoshoots (By
Vendor)
Commission
Exchange and
Return Policies

Images should comply with Limeroads norms.


Minimum 25% to 35%
Customers should intimate within 24 hrs of
delivery

Phase 4
The Onboarding Process : Closing
the commercials

The Onboarding Process


Fixing and
appointment
Through
Mails and
Calls

Coordinating
with the
Production
Team

Meeting the
designers
and briefing

Negotiating
and Closing
down the
commercials

Handling the
deal to the
manager

Sending the
confirmation
mail with
VRF form

Approaches
Multiple
number of
visits to the
stores and
gathering
information

Customizing
the
pitch,T&Cs
as per the
designers

Referrals
through
designers

Bringing
some
famous
names
onboard :
Chain
Reaction

Challenges Faced : Onboarding


Photoshoots : Most designers wanted
to give their garments just for a day
Inventory Selection : which garment
to put online
Unavailability of TIN no.
Getting the VRF form Filled
Some designers want to just wait and
see the potential once it launches

Closing the Leads


Coordinat
ing With
the
Productio
n House

Schedulin
g the
Photosho
ots

Getting
the VRF
forms
filled

Handling
the
queries/is
sues

Meeting the Objectives


*

75
*

30

Identification ,Understanding of the designer hubs in South


Delhi and
creating a pool of designers and vendors by
mapping those markets.
Installation of Limeroads Vendor App (Limeshop)
Classification of Vendors
Number of Vendors Onboard on

Recommendations
Making the
process fast,
smooth and
hassle free
Creating Twin
Sites : One for
Indian and other
for International
Customers

Express
Photoshoots :
within 48 hrs

To Create success
stories and
launch it online so
as to attract more
vendors

Designers as style
consultants to
add value to the
premium

Venturing into Be
Spoke
Model,since most
designers work on
make on order
basis

Key Learnings
First hand experience with Sales and
Negotiations
Market Mapping and Dealing with the
vendors
Understanding the complexities of ECommerce
Efforts behind just one single click of
the customers

References
1. www.perniapopupstore.com
2. www.exclusively.in
3. www.indianroots.in
4. www.cntraveller.in/story/25-hip-boutiquesshahpur-jat
5. http://littleblackbookdelhi.com/village-peoplecurated-guide-haus-khas-village/
6. www.highheelconfidential.com
7. http://yourstory.com/2014/08/limeroad-growth-story/

THANK YOU