Confidential Customized for Lorem Ipsum LLC Version 1.

Yearly
Roadmap
Andamen - A Luxury Lifestyle Fashion Brand for Men
Confidential Customized for Lorem Ipsum LLC Version 1.0

Index

Overview The Shirt Market Market Trends

Problems to solve Solutions Strategy

Vision Roadmap Key Deliverables

Team Budget & Costing Projections

Overview
Andamen is a luxury lifestyle fashion brand for men based out of India. This document talks about a yearly product
roadmap for the e-commerce store. We look at market trends, observe competition, identify problem areas and
draw out solutions to combat these problems. In order to achieve outcomes, we look at possible solutions in terms
of team building, budget & costs, capabilities, roadmap and strategy, etc.
Understanding
the market
The Shirt Market

● Shirt market is predicted to increase at 6% CAGR to reach around 69,361 cr

by 2027.

● Twelve percent of India's overall apparel market is made up of shirts.

● The market for men's shirts in India is estimated to be worth 37,132 crore.

● It is the largest category of men's clothing, accounting for 28% of the

overall market for men's clothing.

● Formal and semi-formal shirts make up about 40% of the need for men's
shirts.
Market trends

● Menswear Market in India in ● Annual Growth of 3.65% - 36.11 bn

2021: 21 bn by 2027

● Western Wear Market will grow from 69% in 2020 to 72% in 2025.

● Ethnic wear not to be ignored as leading international brands are foraying

into the Indian ethnic wear space, especially with their Diwali, Dussehra,
festivals etc. collections

● Menswear accounts for 60% of the online market in India.

● Competitors for Andamen include popular D2C brands like DaMensch,

Bombay Shirt Co., Nicobar, etc.
Key Problems to
Solve
 Phasing Out Key Problems to Solve

Standardization - Removing Surveying - Conduct surveys, do

disparities between a standard market study and perform customer
1 high-traffic lifestyle ecommerce
2 journey mapping to understand the
site and the Andamen portal target consumer better.

Measure - Understand the key Addition - Adding extra features on the

metrics for growth, track and portal to increase traffic, retention,
4 measure the growth in metrics post 3 engagement and stickiness while
addition phase, closely observe
funnel at each step. avoiding churn and reducing bounce
Solutions
 Solution & Strategy - Phase 1 Standardization

Customer Journey. Enhance category for users to

Issues. Filters not working accurately,
1 3 choose from - occasion, season, style, etc. No blog
there is redundancy of data. Product
page. No influencer reviews or testimonials. No
display page not normal - images too
recommendations from celebs or influencers. No
large and taking up much of the screen
category exploration/product discovery journey
space.
on landing page.

Recommendations. Lowers to be Marketing essentials. No press-release section.

2 recommended with uppers. Accessories 4 No loyalty points/rewards. No FAQs. No style
to be included in recommendation. guides. No fashion trends. No wishlist for gifting.
Bundled offers. No No Instagram/FB/Social snapshots on the
targeting/personalization on landing website. No Instagram business. No social
page. mention.
 Phase 2 Surveying

Interviews & Focus Groups. Identify loyal users

Define touchpoints. After defining the
1 2 and create a beta group of 50/100 such users
various touchpoints in the customer
who shop frequently. Ask them the right
buying journey, identify the pain points
questions and get answers in a focused manner.
of the user in the journey segregated by
Understand their motivations, desires, needs,
feelings, actions & thoughts.
wants, behind their ideal shopping experience
and see where you can improve.
GOOB. Get out of the building and do
3
field studies to understand the target Usability testing. User experience holds the key.
4
market better. Understand what drives Create a group of 10-20 people and observe their
consumer purchase in the men’s lifestyle actions as you give them tasks to perform on the
segment, speak to strangers, observe portal. See where they get stuck and understand
buying patterns in showrooms, speak to why. Simplifying user experience is v. important.
shop owners, etc.
 Phase 3 Addition

Do competitive analysis & ape high traffic Create a unique and niche messaging for your
1 websites in the same category. 2 products. Identify competitive advantage over
Understand what drives traffic to really other products, what differentiates this brand
popular sites in the same category and take from other brands in the same category and work
inspiration from their additional features on a unique theme, story and value proposition. It
that could be worth adding here. could be sustainability, responsible fashion or just
celebrating Indian-ness.
Sort and prioritize the high traffic items Conduct aggressive marketing campaigns.
3 4
that convert the most on the website. Nothing is possible without adding marketing led
Identify those features that enjoy the features on the website, whether it is putting an
most traffic on the website and are most Instagram showreel or a YouTube channel snippet
popular with users. Feature them ahead on the portal. Link all your landing pages to
of others as part of preferential display multi-level marketing campaign endpoints.
and nurture their growth.
 Phase 4 Measurement

Track every funnel/feature in the Track every marketing campaign for its CAC and
1 customer buying journey. In the buying 2 RoI. Measure your marketing spend for metrics
journey of a user, measure the like LVC and CAC. Optimise your marketing
effectiveness of every feature by creating a spend to lower CAC and enhance LVC. Track
funnel and observing drop offs at every features of your campaigns such as day, time,
step. Understand continuity and create place, gender, age, personality of your target
funnels for newly added features. consumer to make campaigns more targeted.

Measure conversions, retention, Remove breakpoints or low engaging features

3 4
engagement & other similar metrics. from the website. It is important to do A/B tests
How much does your newly added at every point on the website including landing
feature convert to purchase, how many page and figure out optimised versions. Also,
retained users do you get now, does a creating funnels at every stage exposes drop offs
new feature increase user engagement? and thus you should remove such breakpoints.
Observe these metrics closely.
Strategies
Strategies to mull over

Competitive Advantage - Why should users buy my products instead of some other brand in the
market? Is it the fitting, social messaging, fashion statement, exclusivity, newness of colours/ideas or
just a craze for a different brand that hooks a user to my brand repeatedly? Which of these above
mentioned reasons is the trigger and how pertinent is each factor in the buying decision? I would
then focus my product messaging on such factors.

Marketing spend - Nothing works without marketing and PR. If I were looking to increase my reach
and traffic to the website, I’d have to increase marketing spend and focus on the right messaging,
category and medium for marketing. If if my CAC is high initially but my product is great, I’d
eventually build a great pipeline of retained users thus lowering my CAC eventually. It takes 5x cost
& effort to attract a new user over retaining an existing one.

Willingness to Pay - Focus on your customer’s willingness to pay. Why would he be willing to pay
what he is paying now? What are the factors driving willingness to pay and how much consumer
surplus am I drawing at present? How can I increase consumer surplus to enhance profits and keep
WTP the same.
Vision & Roadmap
 Vision

Understand the target market and user Aggressive Marketing Campaigns Reiterate product improvement
Focus on executing surveys, improving Once improvements have been made on the Scrape product features that failed
your messaging according to market website, go all out with aggressive to work even with marketing spend.
needs and build a strong story around marketing campaigns to execute what Reflect upon marketing strategies
your value proposition in the market you’ve strategized with the technology that improved metrics and spend
team more on such strategies.
July-Oct 2023 Feb 2024

May-June 2023 Nov-Jan 2024 Mar - Apr 2024

Improve user experience on the portal Measure success and reassess strategy

Measure existing metrics and analyse where Reassess metrics and measure success of
you can bring changes to improve product. marketing campaigns post website
Standardize & add new features on the revamp. Take crucial decisions and
portal to make the user experience better reiterate product improvement journey.
and improve target matrics.
 Roadmap/Timeline

May - Sep 2023 1. Conduct user research, usability studies, interviews, surveys and focus groups.
2. Create backlog & make minor changes to the portal with existing resources
3. Hire additional technology and design team members for longer term roadmap
4. Analyse current metrics, identify breakpoints in user journey & set key metrics for
adoption
Sep - Jan 2024 1. Onboard team members, adopt Agile and start conducting sprints
2. Start working on portal & improve features
3. Enhance marketing spend
4. Measure corresponding increase in target metrics with increase in marketing spend
5. Collect user feedback on changes made to the portal

Jan - Mar 2024 1. Start creating next year’s roadmap

2. Make improvements to the marketing strategies basis user feedback, metrics impacted
and efforts made vs. impact created in the last two quarters

Mar - May 2024 1. Create detailed roadmap & backlog for further product improvements
2. Assess further opportunities by conducting further studies, understanding changes in the
market and analysing current wins vs. losses
Key Deliverables
Some Key Deliverables

Better categorization- Better taxonomy - More visibility +

More elaborate more targeted and Better display on
information hierarchy personalized landing page +
that displays more on naming convention More precise and
landing page. for the categories targeted hits +
Less Bounce Rate
Some Key Deliverables

SEO Optimization
on the site (poor Growth led features More visibility on
on-page), Alt + such as Insta + Fb reels, search engines and
Image tags, footer, press coverage, social media sites,
meta tags on wishlist, Insta business, better
individual pages + rewards/loyalty, discoverability and
Buying Guides. referrals, etc. recall
Some Key Deliverables

Better Product Style Guides or

Description Page - full Buying Guides that tell More clarity of
size image of men the customer more purpose and better
wearing the shirts, about occasions or idea about fitting and
recommendations for themes around which look/feel.
lowers with uppers s/he should dress up
Some Key Deliverables

Video customer
support enables Mention of colours &
the user to get a style for the apparel on More clarity + Better
realistic style check the product desc. Page understanding +
and understand would make it more Lesser Returns + More
whether a particular apparent to the user customer satisfaction
size would fit him
Team

Engineering Design

1 frontend engineer 1 Designer for UI/UX +

(HTML5/CSS/JS) Graphic Design

1 tester + 1 infra (later hire)

Growth Product

Existing marketing team + if 1 Jr. PM/product analyst

not already hired, then 1
social media + 1 SEO/PPC
Budget & Costing

Total cost of hiring immediate resources including design, growth,

engg.& product would be ~50 lpa.
Breakup of costs:

Engineering team - 1 frontend resource of 3 years’ experience at 8-10 lpa. And, also a tester (10 lpa) and a
devops person (15 lpa).

Design team - 10-12 lpa for a UI/UX & Graphic Designer with 3-5 years of experience. This is if you don’t have
one already.

Growth team - 10 lpa for PR/social media/content and 5 lpa for SEO/PPC. Can be hired contractually.

Product team - Jr. PM/Product Analyst would come at 12-15 lpa for someone with 3-5 years of experience.
Projections

Metrics First 3 months Next 3 months Next 3 months Last 3 months

# of unique sessions 20K pday 40K pday 60K pday 100K pday

Marketing Budget Existing + INR Previous budget + 10 lac pm more on 20 lac pm more on
2,00,000 pm on PPC 2,00,000 pm more on marketing marketing
+ 3 lac extra on PPC + 5,00,000 pm
multi-level marketing on multi-level
marketing

# of Orders 1000 pday 1500 pday 2000 pday 2500+ pday

Development Cost 5 lac pm 5 lac pm 5 lac pm 10 lac pm

Thank you.