Four young and energetic, out of the college boys found us on Google -
when they were looking for a "startup consultant in Ahmedabad"! It was a
first that someone found us through online search.
As in most
cases, being app buffs - they had a quick sketch of their concept on
paper. A list of features they want have and some mobile screen
sketches. The idea was to provide At Home Car Washing Service on
subscription basis. Wow! We love the way new generation can re-imagine
the traditional services, provided in unorganized way. These ideas also
make us feel excited to work up on.
their business and goals - we were against the idea of building an app.
But the clients were too keen to have an app and finally they opted out
against our advice and outsourced it to someone else. We continued to
understand the business, break it down and started planning the six
Whenever we are approached
with a new business, which is being started from scratch - we break it
down into small succession instead of making big plan. We focus on core
service/offering and plan for the prototype. What all is required for
the core service to hit the market? Answer to this, is first plan.
the apps were getting developed - what we required to launch the
services was to have a brand name, a brochure which explains the
services clearly - as it is the new format for the customers and a phone
number to receive orders. We advised the team to talk to friends and
families that you have started this business and offer them one-off
complimentary service instead of offering subscription and collect the
feedback. Within a week, MINT MY CAR was ready to deliver the car
washing at homes and offices. Bingo!
The core service was designed by the clients was laid out in a brochure. There was a phone number to call and as designed the
message marketing was started in the close groups.
Washing at home - is a business of man power and that came out as one
of the first challenges. There were a couple of models where clients
could hire full-time employees or hire part time workers as the initial
service was to be delivered between 5am to 10am, when the cars are
parked in the parking lots of the customers, and exactly when they want
them to be cleaned. A contractor assured 8-10 workers, who will take the
schedule, addresses, move to the locations and clean the cars every
morning. To ensure if the washes are delivered and on time - one of the
clients started supervising - checking on random vehicles if they were
cleaned and cleaned properly. This entire arrangement was challenging
and maintaining the timings and quality was a huge challenge.
Service Matrix & Unit Cost
first timers, the biggest need of consulting is to execute the idea
efficiently to make profits. Mint My Car has a staggering sales of more
than 75,000 INR within first few weeks. The app they wanted to build was
no more important and they were attracted to increase the service
number. Here comes the catch! As per the clients - the unit cost (cost
to wash one car) was 25 rupees. With the equipment, tools, materials
they were using and list of things they were providing under one wash
(e.g. interior cleaning, placing tissue box etc.) the unit cost was Rs.
64 or more. Bam! Suddenly the rosy business numbers are not exciting.
matrix was redesigned to optimize the offering to match the essential
needs of the customers and also to bring down the cost which was really
high against the traditional way of procuring car washing services. Unit
cost was brought down to Rs. 20 and the subscription pricing was
Cost & Revenue Projections
one of our standard and the most effective contribution through our
startup consulting services is to create their first financials. Most
teams do not have the financial background or the know-how on how to go
about the presentable sheets of projections to the investors or to the
boards. We made projected financials for the business for 3 years and
created an anticipated cash flow and investment plan.
startup which took off really well and was overcoming the challenges
with our help in service design, marketing strategy, business planning -
CRASHED! It was the classic case of lack of clarity within team members
in terms of roles, responsibilities and commitment. A couple of them
succumbed to the family pressure and others had different plans than
pursuing a business like this. In most cases, a startup fails due to the
team. If the team has the clarity and sticks together with the
alignment in goals - sooner or later they make a business!
If you are in an early stage of your startup with similar challenges, do get in touch with us on email@example.com
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