Refer to the project brief and the additional resources before you begin this project!
(Go through them at least 3 times or till the time you don’t have a mind map in your brain)

Let’s begin

It's time to kickstart the project by taking a crack at building your Elevator pitch.

(Think of this as an introduction to your product- make it remarkable!)

Have you ever dreamt of boosting your the protein intake without altering your grocery list?

With Milky mist High protein products now you can enhance your daily protein intake while maintaining both affordability and quality

In India, 91% of vegetarians experience higher levels of protein deficiency compared to 85% of non-vegetarians. There is a common misconception among Indians that protein is only necessary for weightlifters, athletes, and other sports enthusiasts, which is simply not true.

            Unlike the traditional Paneer, milky mist high protein paneer increases your protein intake by 213% per cube

Replace your paneer with Milky-mist high protein paneer and join the movement to enrich India with protein in the desiiii way

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(Go and speak to different users of the product and the people in the chain: households buying the product, shopkeepers selling the product, churned users, and users using competitor's products. In the case of B2B products identify the decision makers, the influencer, the blocker, and the end-user)

Understanding your ICP

(Put down your ICP’s in a Table Format. A tabular format makes it super clear for anyone to understand who your users are and what differentiates them)

We have multiple users of a product and not all of them can be our ICP for whom we make our strategies, we need to prioritize.
(use an ICP prioritization table)

(Before you begin, you need to know what your product is, what are its features, what is the problem being solved by your product?)​

​Understanding Core Value Proposition

(Build your core value proposition by exact what your product does and what problem are you solving)

For consumers who wants to increase the affordable and high quality protein intake, Milky mist High protein panner is the protein enriched paneer that provides 213% increase in the protein intake while compared to the normal panner in more affordable way

(Let's begin by doing a basic competitor analysis in a tabular format considering all the parameters for your product and its competitors)

In my case, I need to switch the consumers from using normal paneer to protein rich paneer. My first target will be converting the existing customer. Also, being a market leader in south India (In terms of market share and size of the business), i would consider not to do SWOT for the competitive assesment.

(Then let's try to understand the market at a macro level and evaluate the trends and tailwinds/headwinds.)

Trends: Protein awareness & increased consumption in India

Tailwinds : Right to Protein (https://www.aninews.in/news/business/business/protein-day-2024-right-to-protein-announces-solve-with-protein-as-the-theme-for-the-year20240215134730/#:~:text='Right%20To%20Protein'%20is%20an,meet%20larger%20nutritional%20security%20goals.)

Now it’s time for some math, calculate the size of your market.

TAM = Total no. of potential customers x Average Revenue Per Customer (ARPU)
SAM = TAM x Target Market Segment (percentage of the total market)
SOM = SAM x Market Penetration/Share

TAM= 648 Bn INR as of 2023 (https://www.imarcgroup.com/paneer-market-india?utm_source=chatgpt.com)

SAM= 114.2 bn INR ---- 570.8 * 20% (30%-South India Market share- Assumption)

SOM= 5.71 Bn INR---- 114.2 * 5% (Milky mist regional share is 15% however 5% assumption on paneer is)

• • Milky mist paneer production 60 TPD; 21,900 Tonnes per year
  • Revenue through paneer 5.7 Bn.INR (avg. paneer cost :260 INR/kg B2B)
  • Additional fact check; milky mist gets 30% of revenue from value added product (20 bn *30% = 6 bn INR)

Designing Acquisition Channel

(keep in mind the stage of your company before choosing your channels for acquisition.)

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Organic Channel

(Understand the existing organic channel strategy for your product and highlight the success and failure thereon.
Provide your suggestions and devise new strategies.)

Step 1 → Conduct keyword research on Google, Amazon, Youtube, Quora etc.
Step 2 → Collate all your insights from all your searches.

Keywords:

• Vegan protein
• Protein % in paneer
• High protein dairy products
• Protein powder substitutes

(Understand what is already being done, what is working out well and what needs to be stopped)

Step 1 → Define the CAC: LTV ratio. If your product has a healthy CAC:LTV ratio, proceed with paid ads.

Step 2 → Choose an ICP

Step 3 → Select advertising channels

Step 4 → Write a Marketing Pitch

Step 5 → Customize your message for different customer segments to ensure relevance

Step 6 → Design at least two ad creatives (e.g., images, sketches, videos, text ads) that reflect your marketing pitch.

Step 1→Define the CAC: LTV ratio. If your product has a healthy CAC:LTV ratio, proceed with paid ads

CAC:

I'm trying to make the customer to move from purchasing normal paneer to High protein paneer and hence CAC shall be ignored.

LTV:

Avg . LTV is calculated for ICP 1 &2 (Note: only B2C ICP is considered for LTV)

LTV→ 120 INR * 12 /month * 10 month= 14,400 INR

Step 2→ Choose an ICP

ICP-2 is chosen for the Ad campaign

Step 3→Select advertising channels

Facebook

Step 4 → Write a Marketing Pitch

Eat Milky Mist High protein Paneer and Increase your protein intake by 213% per cube

Step 5 → Customize your message for different customer segments to ensure relevance

ICP 1: Fitness freaks! snacking with paneer? why not snack with paneer with added protein!

ICP 2: Do you want increase the protein in a desi way? try Milky mist high protein paneer

ICP 3: Curate your menu card with high protein paneer dishes ? Purchase high protein paneer from milky mist and other diary products

Step 6 → Design at least two ad creatives (e.g., images, sketches, videos, text ads) that reflect your marketing pitch.

• Indulge in Abundance !!! 213% More protein in each cubes
• Discover the Desi Protein Power!
• Protein Up Your Plate, No Changes Needed!
• Enjoy the Same Taste, Gain More Protein!

(For B2B companies, if referral does not make sense you'll take a crack at a partner program for your product)

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Step 1 → Flesh out the referral/partner program
Step 2 → Draw raw frames on a piece of paper to get the gist.​

(Don't spend a lot of time on design. This is for you to communicate how the referral hook will look)​

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B2B Partner program

• Milky Mist has wide range of diary products
• Distributors will be asked to purchase the High protein paneer (Target will be set based on the current purchase volume of paneer)
• 5% discount will be provided for the first purchase of high protein paneer
• To keep the distributor motivated and to inculcate the buying patter with the customers (In kirana shoes / hypermarkets) free diary products will be provided based on the value
• • Eg: if a kirana shop purchases paneer, milk and curd; a free packet of milk/curd with be given if there is a trajectory in the sales of the high protein paneer

​we hope this helped you break the cold start problem!

Reminder: This is not the only format to follow, feel free to edit it as you wish!