Purpose of Document

The purpose of this document is to share a proposed plan that Chowdeck can implement to grow its number of registered users to 1,000,000 within the next 12 months. The reader of this document should have a clear understanding on the strategy Chowdeck can take to set up it’s marketing function.

Please note that this document is primarily focused on new user acquisition and doesn't cover:

• Activation — Improvements to the first time experience of new users within the platform or
• Retention — Increase the period of time a Chowdeck customer stays active on the platform.
• Rider or Restaurant Acquisition — Increasing the number of new riders or enlisted restaurants on the platform.

Glossary

• CPA (Cost Per Acquisition): The cost to acquire a user.
• CLTV (Customer Lifetime Value): The average revenue generated by a cohort of users during their lifetime using a product.
• CAC (Customer Acquisition Cost): The cost to acquire a transacting/activated user.
• Payback Period: The time it takes for revenue generated from a cohort of users to surpass the marketing spend to acquire them.

Table of Content

1. Stage 0: Prerequisites for Acquisition
2. Stage 1: Acquisition Channel Discovery
3. Stage 2a: Acquisition Channel Scaling
4. Stage 2b: Organic Channel Optimisation

Stage 0: Prerequisites for Acquisition

Duration: First 2 - 3 weeks