Team Ramen, IIBC'22, 1st Round

1. Team Ramen
MyAlice: The Future of
Conversational Commerce

2. Company Overview
Key Use Cases
• E-commerce customer service helpdesk
• Multi-channel automation & chatbot
• Ticketing system
• Live chat
Userbase
• Shopify & WooCommerce store owners
• Agencies serving e-commerce
• DTC businesses
• Agencies & marketeer providing chatbots
• Companies providing CS as service
• Started 3 years ago
• Tiered pricing packages based on
monthly active users (MAUs) &
number of team members
• Launched in ProductHunt & AppSumo
• Has a reseller & affiliate partnership
program

3. S
O T
W
• High customer satisfaction
with customer support
• Integration of feedback from
product launches & deals
• Digital tide wave across Asia
Pacific & MENA countries
• Enabler of digital
transformation in niches
• Low MAUs making the use
cases expensive
• Lack of targeting &
differentiation
• Intense competition with more
integrations & ecosystems
• Aggressive marketing by
established players

4. 16.6%
38.3%
16.3% 20.1%
8.7%
Stage 1 Stage 2 Stage 3 Stage 4 Stage 5
The Adoption Continuum:
Stage 1: Informal, tactical & separate enterprise strategy
Stage 2: Parallel strategies, functional dx initiatives
Stage 3: Central digital team, short term focus
Stage 4: Operational & cultural change in org
Stage 5: Single platform to scale tech & digital enterprise
Asia Pacific &
MENA Countries
Western Countries
Market Drivers
• Raising the bar of customer service
• Building connectivity & leveraging off
ecosystem partners
• Adoption of technology by both
consumers & competitors
• Perception of community
Source: Ernst & Young

5. Very High
High
Moderate
Low
Very Low
Threat of
Substitutes
Threat of
New
Entrants
Bargaining
Power of
Suppliers
Bargaining
Power of Buyers
Competitive
Rivalry
Porter’s Five Forces
• Moderate threat of new entrants &
substitutes due to the nature of product
• Highly competitive market with
established players giving buyers the
bargaining power to switch

6. Market
Development
Diversification
Market
Penetration
Product
Development
Existing Products New Products
Existing
Markets
New
Markets
Ansoff Matrix
• Most existing market players focus on
market penetration
• Market gap exists in Asia Pacific &
MENA countries
• Although the market is not as used to
helpdesk services, they are habituated
with tech for daily works

7. Merchant Journey Mapping
Listing Cataloguing Marketing Chat Support Payments Delivery Analytics
Feedback & Support
from Community
• Fashion & apparel are the highest selling
categories in most countries
• All merchants look forward to feedback
from peers and community
• Merchants interact in different
meetups, wholesaler groups
Source: HubSpot

8. Competitor Overview
• Highly competitive market with existing
players like Zohodesk, Zendesk,
Freshdesk, Gorgias
• Aggressive marketing strategies
• Focus on western markets
• Building ecosystems for all backend
tasks

9. Comparison with
Competitors
MyAlice Freshdesk Zendesk Gorgias
% of organic
search
20.8% 10% 23.3% 15.6%
Bounce rate % 47.6% 28.7% 31.1% 20.4%
Daily time on site 4:30 10:32 10:48 22:15
Traffic source Myalice.ai (20.8%) G2.com (63%)
Medium.com
(50%)
Getshogun.com
(56%)
Visitor country
USA (40%),
India (29%)
BD (6%)
USA (29%),
India (22%)
SA (9%)
USA (42%),
Japan (10%),
India (7%)
USA (61%),
South Africa (9%),
Philippines (8%)
Source: Alexa Ranking

10. Aggressive Marketing
Strategies of Competitors

11. Issue 3:
Gaps in communication and
building connections
Issue 2:
Content not converting due
to ineffective placement
Issue 1:
Inability to create awareness
among TG
Problem Identification

12. Core Issue
Lack of a properly targeted
communication strategy

13. Primary Focus
DTC social commerce businesses from Asia Pacific &
MENA countries selling fast-moving products, and new to
helpdesk services
Secondary Focus
DTC & e-commerce businesses selling fast-moving
products, and new to helpdesk services
Broad Target Group
DTC & e-commerce businesses
Target Market

14. Target Market
Geography Firmographics Technographics
DTC Business Selling FM Products
• Quick response essential to sales
• Easier to lose customers
• Bigger market with the perfect
product market fit
Asia Pacific & MENA Countries
• Prevalent popularity of social
commerce
• Huge untapped opportunity
• No existing stronghold of
competitors
New to Helpdesk Services
• Unwillingness to shifting of
existing users due to low
differentiation
• Existing ecosystem & integration
of competitors

15. The Solution?

16. Hook by Community,
Drive by Brand.

17. Action Plan
Refocus
Refocusing on the TG by
rebranding website funnel
• Brand communication across all
platforms concentrated more towards
DTC
• Website landing page redesigned to
display more DTC centric experience
• Increasing relatability to more types of
consumer

18. Action Plan
Educate
Educate: Building a
MyAlice Family
• Identify e-commerce businesses based
on social media
• Target their meet-n-greet or award
ceremonies
• Partner up to communicate the services
provided by MyAlice and how to use
them

20. Action Plan
Educate
Educate: Partnerships &
Thought Leadership
• Locate the most popular social
commerce groups across the region
• Identify social commerce market
leaders and successful businesses-
Partner up with these leaders and host
live sessions in these groups
• Live sessions will be used to educate
people on services of MyAlice and lived
experience of these leaders

21. Technology adoption by
businesses in woman is
higher than men
Woman owned
businesses have fewer
employees
2/3rd social commerce
businesses in Philippines
are led by women
Source: IFC

22. MyAlice: Sidekick to the
Wonderwoman
• Campaign kicks off on International Women's day
• Special offers for businesses owned by women
• Exclusive referrals for female clients
Campaign Promotion
• Static Content on Social Media leading up to
campaign launch (Information on how women
owned businesses are increasing, their
contribution to the economy etc.)
• Special AV centered around the campaign and
used as sponsored ads
• Live sessions from MyAlice page and hosted in
different groups bringing female entrepreneurs
as guests"

23. Action Plan
Convert
Convert: Interactive
Website Funnel
• Live interactive chat window where
anyone can chat and get a first-hand
experience
• Categorize leads and make personalized
offers according to MAUs
• Offer codes given through email to
collect warm leads

24. Action Plan
Convert
Convert: Customer
Testimonials
• Record videos of different MyAlice
users about their experience
• Customer testimonials will be pushed
across different platforms
• Done in the form of sponsored ads

25. Action Plan
Retain
Retain: Extending the
Community
• Introduce MyAlice community on reddit
and Facebook
• Community consisting of MyAlice users
and enthusiasts
• People share their experiences, user
hacks and queries on the platform
• Other members of the community cater
to these questions
• Regular helpers of the community get
verification and recognition
• Helping queries will lead to users
earning points which are redeemable
for gifts and offers"

26. Action Plan
Retain
Retain: Referral Program
Ask for a referral from a user who's been
using MyAlice for a month through which
the user can get discount on the second
month through onboarding a new user

27. Monitoring & Evaluation
Refocus
• Change in ratio of DTC to non-
DTC users
• Interest generated from
different product categories &
scales of business
Educate
• Number of leads generated
• Ratio of women owned SMB
users to total users
• Traction in social media
Convert
• Number of website footfalls
• Organic search rate
• Feedback from public social
media QnAs
Retain
• Number of referrals
• Number of MyAlice points given
to community members
• Number of affiliate
partnerships
3 2
1
4
KPIs

28. Timeline
Q'1, Year 1 Q'2, Year 1 Q'3, Year 1 Q'4, Year 1 Q'1, Year 2 Q'2, Year 2 Q'3, Year 2 Q'4, Year 2
Rebranding Website Funnel
Building a MyAlice family
Partnerships & Leadership
Audio Visual for Social Media
Women campaign idea
Interactive Website Funnel
Customer Testimonials
Extending the Community
Referral, Halo effect

29. Financials
Total Cost
1.66cr BDT
Cost per Reach
3.4 BDT
Total Reach
~49.11 lac

30. Thank You