Kirori Mal College ADVENT 2024 2020 — National 2nd Runner Up Deck

Magicpin, founded in 2015, established itself as a leading hyperlocal commerce platform, achieving over 1.5 lakh daily transactions on ONDC by 2024. However, the company faces engagement and retention bottlenecks, with voucher sales accounting for 90% of operating income amidst competition from Swiggy, Zomato, CashKaro, and Nearbuy. Marketing spend was reduced by 40% to curb losses following a peak of 80.72 crore Rupees in FY22, making organic acquisition and retention critical. The strategic approach evaluates user demographics, where the 18-24 age group represents 11% of users, and channel attribution metrics, where word-of-mouth accounts for 37% and YouTube ads 31.5% of discovery. A competitive fee analysis supports maintaining a lower platform fee of 5 Rupees compared to competitors charging 10 Rupees to drive volume. Key recommendations focus on AI-driven personalisation model that analyses spending habits to push relevant vouchers, addressing the issue of unredeemed offers. Retention is boosted via in-app gamification featuring MagicCoins, daily check-in challenges, and weekly Tambola leaderboards. Offline growth is driven by Campus Ambassador Programmes, college vendor onboarding, and targeted promotions across WhatsApp communities. Financially, operating revenue grew 83.3% from 162 crore Rupees in FY22 to 297 crore Rupees in FY23 against total expenses of 429 crore Rupees. Implementing these scalable engagement mechanisms aims to improve capital efficiency across its 10M+ download base.