WADHWANI FOUNDATION | Entrepreneur

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Week2:CustomerandMarkets
Handout
01
Swakarya Dry & Clean
Learning Objectives

By the end of the week, you will be :

● Identify the market type for your venture
● Segment your customers and identify a niche market
● Create your customer persona

Steps:
1. Market Identification
2. Customer segmentation
3. Carving a Niche
4. Customer Persona
Market Types
1. Key Players
With a laundry business, keyplayersofmarket types could be fairly broad, ranging from elderly customers who aren't able to
take care of the washing themselves, to busy working moms who don't have time to wash the family's laundry, to students
who don't have their own washer or dryer at home or student who rent house

2. Recent Innovations Existing New

What makes Swakarya Dry & Clean Laundry Services different from others is to apply
environmentally friendly principles to packaging. What makes Swakarya Dry & Clean Laundry
Services different from others is to apply environmentally friendly principles to packaging.

3. Sales Cycles
Re-
Clone
No extra charges of electricity → Time to time laundry service → Cheapest price service segmented
→ surety of security of cloths → tacking and delivering services → no expense of washing
powder

4. Adoption Rates
Adoption rate is measured by the number of customers using a feature. Specifically, if
looking at the total number of users for that feature as a percentage of the total number of
users for your product as a whole. As it goes total number who using this laundry services
will grow.
Customer Segment

Demographic Geographic Psychographic Behavioral

- Age (18>) - Country (Indonesia) - Personality traits ( affordable - Spending habits (repeat
- Gender (Male – Female) - Region (DKI Jakarta) luxury) customers)
- Ethnicity (All) - City (Jakarta) - Hobbies ( Going Out) - Purchasing habits (Loyal
- Income (1.000.000/month >) - Postal code (11440) - Life goals (Exploring) customers)
- Education (All) - Values (environmentally) - Browsing habits ()
- Religion (All) - Beliefs (environmentally - Brand Interactions ( as a
- Profession (Worker, Student, friendly principles) friend to customers)
etc) - Lifestyles (Clean person) - Brand Loyalty ( )
- Previous feedback ()
Niche Market

Identify your Niche

Demographic Geographic Psychographic Behavioral

- Age (18>) - Country (Indonesia) - Personality traits ( affordable - Spending habits (repeat
- Gender (Male – Female) - Region (DKI Jakarta) luxury) customers)
- Ethnicity (All) - City (Jakarta) - Hobbies ( Going Out) - Purchasing habits (Loyal
- Income (1.000.000/month >) - Postal code (11440) - Life goals (Exploring) customers)
- Education (All) - Values (environmentally) - Browsing habits ()
- Religion (All) - Beliefs (environmentally - Brand Interactions ( as a
- Profession (Worker, Student, friendly principles) friend to customers)
etc) - Lifestyles (Clean person) - Brand Loyalty ( )
- Previous feedback ()
Market sizing

• Top-down approach

A top down analysis is calculated by determining the total market, then estimating your share of that market.
• TAM = Total no. of customers * average price of product
• SAM = Target segment of TAM * average price of product
• SOM = Last year’s market share# * average price of product
• # In case Last year’s market share is not available you can substitute with the share that you would like to take
away from your closest competitor

• Bottom-up approach

A bottom-up approach tries to estimate the actual users of the product and how many would realistically
become customers.
• Total number of users
• Total number of users within my geographical reach
• % of users who can be reached my company (SAM)
• % of users who may actually show interest (SOM)
Persona –Entrepreneur
Risk takers Self-motivated Passionate Motivations
Goals Growth

• Business Sustainability Fear

• Become the next-big thing
Financial Security
• Receive investor interest and funding
• Secure financial future for self and family Recognition

Funding
Frustrations
I am in love – I eat, sleep and • Not receiving the desired level of customer traction
breathe my venture every moment • Lack of connection to mentors and experts
of the day. I will make it happen.” • Getting an audience with investors

Age: 25 - 35 Bio
Work: Entrepreneur Krish has started his venture about a year ago. Presently, he is at POC stage and has some customers. The venture has yet
Location: Sec A / Sec B cities to achieve its breakeven. He needs to make the venture sustainable so that he can start planning for funding to fuel his next
level of growth.
Personality
Introvert Extrovert
He believes the solution has an immense potential to carve out a niche for himself and might end up changing the market
dynamics. He is open to take guidance from the mentors, and experts to take his business to success.
Thinking Feeling
He attends different entrepreneurial seminars and tries to network with experts. He makes an effort to discuss his
Sensing Intiution business challenges with similar-minded people. At times, he becomes defensive and is unreceptive to strategic advice that
is not conducive to his line of thought. At the same time, he is riddled with the fear of losing personal financial security,
Judging Perceiving unfavorable market feedback and lack of investor interest. MENTORAPP
Fostering Connections
Building Community
Customer Persona Template

Personality trait Personality trait Personality trait Motivations

Growth
Goals
Fear
•Maintaining a safe environment.
•Improving marketing techniques. Financial Security
Photo •Updating your equipment.
•Diversify your payment system. Recognition

Funding
Frustrations
•Managing equipment. Any significant amount of downtime hurts a commercial laundry
Ethos business.
•Variables that determine the customer experience
•Expanding the customer base.
•Becoming more energy efficient.
Age: 18 >
Occupation: Worker, Student Bio
Location: Jakarta, Grogol
Washing clothes could be a tiresome business and owing to our hectic plan we often neglect to handle the simple task of
Personality cleaning. The purpose of a laundry service business is extremely simple; to provide people with a place to wash &
Introvert Extrovert clean laundry. This has been the base of the laundry business for years, and it has been a moderately hard one. As we
all understand, people need to wash laundry on a daily, weekly basis, so the laundry industry is approximately recession-
Thinking Feeling resistant. This business can be accessible and profitable if done properly.
Beginning with the new laundry business is a fabulous idea. But there are amazing things to understand before trying into
Sensing Intiution it. Like all other businesses, the On-demand Laundry app service also needs some basic know-how. Even though
there is not adequate training that is needed to start a laundry business successfully, having an absolute understanding
Judging Perceiving of business is a necessity.
Customer Conversations
Go back to your problem definition - Is there a need to reframe the problem statement?
What are the Jobs to be done?
Unrestricted Market Research
Make a Business Plan
Find what tools will require
Choose Best working Machines for laundry
Marketing Skills & Advertise your brand
What are the pain areas the customer would like to avoid while getting the Job done?
The majority of laundering questions that arise today have to do with poor cleaning results, poor
soil and stain removal, residues of lint and scum, and fabric damage. Here are the typical
problems with causes and treatments most likely to solve them. Ways to prevent problems from
occurring are also given.

What are some additional benefits that would delight the customer?
1.Train your team. Customer service can take place in person, online or over the phone
2.Improve your communication. The next tip to bolster your customer service is to focus on communication
itself.
3.Increase your availability
4.Connect with your customers.
 WADHWANI FOUNDATION | Entrepreneur

NextGen
Ignite
The brand-new transformational
journey for guiding a new generation of
entrepreneurs

Week2:CustomerandMarkets
Handout
01