Table of Contents
The Beginnings
Sanil comes to Mumbai and finds his Guru
Sanil, an Ayurveda magician from Kerala landed in Mumbai with hope in his heart and dreams in his eyes, In the initial days’ aspirations were the food that kept hunger at bay. With God’s grace Sanil met his Guru under whose guidance he further honed his skills in Navi Mumbai for 5 years. Sanil toiled day and night without any holidays with his typical day beginning at five in the morning and ended almost at midnight.
Start of an entrepreneurial journey
Sanil’s relentless pursuit of excellence bore results when his Guru encouraged him to follow his own path and become an entrepreneur. With the blessings of his Guru Sanil landed in the picturesque Powai area of Mumbai to begin anew life. Without any formal training in entrepreneurship, Sanil started reaching out to people personally for offering home services. This was much before the mobile internet revolution happened. According to Sanil, it was very difficult for him to convince people and on many days his morale was so low that the thought of returning back to Kerala used to come to his mind.
First step was the home services
One day lady luck smiled and Sanil landed his first customer who was so impressed by his service that he not only became a regular customer but also provided reference to other people. Soon, he built a loyal client base who encouraged him to start his own centre.
Starting of the first centre
At this point, the financial wizard in Sanil awakened and he sold prepaid services what will be called futures in the financial world. Soon he was able to collect enough money to open his centre of 12 x 25 square feet in a shopping plaza in the famed Hiranandani Gardens area of Powai in Mumbai.
Stepping into the online world
The first website
As a forward-looking person, Sanil created an online presence with a basic website for Thapovan Ayurveda and listing on some of the third-party sites. The first website of Thapovan Ayurveda looked like this.
The centre was not getting enough visitors to the website and footfalls were also low. This is when Sanil got in contact with ODigitech which was started with the objective to digitally empower consumer businesses with world-class services.
Digital Transformation initiatives
ODigitech conducted an assessments and identified following two key challenges.
- There was no proper plan for online marketing which resulted in inappropriate website design and content.
- There was no database being maintained and hence analytics was also not utilized.
How ODigitech helped Thapovan Ayurveda succeed in digital world?
Creation of customer database
As a first step, Odigitech proposed a collection of basic data about existing customers and prospects inquiring on the phone. A customer enrollment form was created for the purpose of creating a customer database while ensuring adherence to data laws and privacy. The main objective was understanding how customers found about the centre, in technical terms identification of customer acquisition channels, and the purpose of the visit.
An important factor for consideration was the users were not sophisticated technology trained people but general business persons. Hence ease of understanding and use was of paramount imporatnce. We created a excel database with simple analytical model included in it. The people were required to do regular data entry and copy paste the information in the analytical model to get monthly insights.
Customer segment classification
The data from customers and prospects inquiry helped in the identification of two main customer segments.
Identification of revenue metrics for assessment of digital initiative
The identification of the customer segment was significant since it helped to direct the efforts for digital transformation in the right direction. We then decided on the revenue metrics for the assessment of the success of the digital initiatives.
Improving online marketing communication
As a next step, we decided to improve online marketing communication through proper positioning and messaging. The customer segment guided the decision about website design and content, and advertisement. The new-look website looked something looks like this.
The offline marketing promotion also focussed on targeted customer segments as identified for online medium through the use of data analytics.
Enhancing Google presence for greater visibility in local search results
When the initiative started there was only 9 customer reviews on google. Customers were encouraged to write reviews on google and internal responsibility was fixed for review management. Digital transformation is not only about technology but also about people and organizational culture. There are 125 customer reviews on google and all are genuine customers. Thapovan Ayurveda has been requested not to solicit false reviews because it is a matter of people’s trust.
Customer visits and sales increases by 40%
All this efforts helped Thapovan Ayurveda to realise the results within three months.
As the business increased Thapovan Ayurveda felt the need for a bigger and larger space. They shifted to the famed Galleria Mall in Hiranandani Gardens, Powai by leasing double space from their previous centre.
Establishing data driven organization culture
More importantly a data driven organization and culture has been set which is helping Thapovan Ayurveda after they reopenend the centre post lifting of lockdown restriction. Imagine if database were not available how the centre would have communicated to their customers about reopening and special offers.
Even when the centre has closed the website and organic listing ensured that Thapovan Ayurveda continued to build its online brand. Now after reopening the digital transformation journey that Thapovan Ayurveda started is helping it to bounce back faster than Ayurveda centre of similar scale.
Our automated analytical engine requires Sanil and his team to just copy-paste data on a monthly basis. The automated analytics process displays insights on separate worksheets.
Thapavon Ayurveda was provided with a digital marketing roadmap to enable them to continue their transformation.
ODigitech empowering businesses digitally
ODigitech consulting is a services unit of the Techdhan platform We are glad to hear kind words from Sanil about our services.
Thapovan Ayurveda feedback
ODigitech Consulting is completely focused on helping our practice grow and become more efficient and effective with not only our digital presence but with our people, process and tools. Thank you for working so hard and doing amazing things for us. We truly appreciate all your hard work and dedication to our practice! ODigitech Consulting has given us clean, professional, and user-friendly tools. It has made a huge difference in our patient consultations and therapies. I recommend ODigitech Consulting 100% genuine service.
You can read about our digital services and can contact us at the email and number mentioned on this site.