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    Bigbasket Case Study: To Localise or Not To Localise ?

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    Diksha Roy Srivastava
    The CEO of BigBasket has asked the project manager to determine whether BigBasket should invest in localizing its app and services. Localization involves adapting products for specific languages, cultures, and markets. A report found BigBasket is missing opportunities for penetration in many states due to a lack of localization. The project manager conducted a market study and found wide gaps between smartphone penetration and BigBasket's penetration in many states, indicating localization could help increase adoption. The project manager proposes a minimum viable product to translate the app into the top languages in select states with the largest gaps and active supply chains. A two-year roadmap and build-partner-buy analysis was also provided to help determine the best path forward for localization.

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    Bigbasket Case Study: To Localise or Not To Localise ?

    Uploaded by

    Diksha Roy Srivastava
    44 views7 pages
    The CEO of BigBasket has asked the project manager to determine whether BigBasket should invest in localizing its app and services. Localization involves adapting products for specific languages, cultures, and markets. A report found BigBasket is missing opportunities for penetration in many states due to a lack of localization. The project manager conducted a market study and found wide gaps between smartphone penetration and BigBasket's penetration in many states, indicating localization could help increase adoption. The project manager proposes a minimum viable product to translate the app into the top languages in select states with the largest gaps and active supply chains. A two-year roadmap and build-partner-buy analysis was also provided to help determine the best path forward for localization.

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    A case study to understand whether to use localisation on app or not

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    BigBasket_Case study

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    The CEO of BigBasket has asked the project manager to determine whether BigBasket should invest in localizing its app and services. Localization involves adapting products for specific languages, cultures, and markets. A report found BigBasket is missing opportunities for penetration in many states due to a lack of localization. The project manager conducted a market study and found wide gaps between smartphone penetration and BigBasket's penetration in many states, indicating localization could help increase adoption. The project manager proposes a minimum viable product to translate the app into the top languages in select states with the largest gaps and active supply chains. A two-year roadmap and build-partner-buy analysis was also provided to help determine the best path forward for localization.

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    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    44 views7 pages

    Bigbasket Case Study: To Localise or Not To Localise ?

    Uploaded by

    Diksha Roy Srivastava
    The CEO of BigBasket has asked the project manager to determine whether BigBasket should invest in localizing its app and services. Localization involves adapting products for specific languages, cultures, and markets. A report found BigBasket is missing opportunities for penetration in many states due to a lack of localization. The project manager conducted a market study and found wide gaps between smartphone penetration and BigBasket's penetration in many states, indicating localization could help increase adoption. The project manager proposes a minimum viable product to translate the app into the top languages in select states with the largest gaps and active supply chains. A two-year roadmap and build-partner-buy analysis was also provided to help determine the best path forward for localization.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 7

    BigBasket Case Study

    To Localise or Not to Localise ?

    Diksha R Srivastava
    The problem What is Localisation?
    Localisation is the process of adapting a
    A competitive analysis report comes to product or service to a particular language,
    the CEO of bb stating that localisation culture, market, and desired local look-and-
    is one of the most critical areas where feel. Localization encompasses the entire
    bigbasket lacks and hence is missing product including software, help files,
    out on penetration. The CEO requests documentation, packaging and marketing
    material.
    the PM (you) to work on this problem
    and figure out whether bb should invest Need
    in localisation and if yes, get started on
    the project. The goal is to provide a product with the look
    and feel of having been created for the target
    market in an effort to eliminate or minimize
    local sensitivities.

    Ref - https://www.enolalabs.com/blog/archives/what-is-localization
    Market Study ● 28 states and 8 UTs
    What does Localisation imply in
    Indian Context?
    Country Profile ● 22 major languages and 19,500
    dialects
    ● 390 million users accessed the ● Language translation
    internet via their mobile phones ● Adapting to local color sensitivities
    ● Each state or region has its unique
    cultural identity which asserts the through graphics
    need for localisation ● Addressing local regulations

    Market sentiments Competition

    Almost 600 million Indians only use their mobile Major platforms like Amazon supports
    phones to make phone calls because they feel globalisation and 50+ languages on
    there are not enough apps in their mother tongue the app. Amazon is considered a
    competitor as it has ventured into
    Ability to obtain information in consumer’s own grocery delivery as well
    language is more important This is also an opportunity to
    differentiate with home competitors
    Very few mobile apps are catering to localisation like grofers , swiggy instamart ,
    and miss out on penetration opportunities freshtohome
    Feature-Market Fit | Validation Study
    Example
    Prerequisite Smartphone penetration = 60 %
    BB penetration = 12%
    Gap in penetration = 48%
    The prerequisites for BigBasket to operate in any state/City at the consumer
    level is the internet connectivity and smartphone penetration

    Methodology

    1. For each state in India , (28 states) , determine the difference between
    smartphone and internet penetration and BB penetration

    Gap = [Smartphone penetration in the state ] - [BB penetration in the state] = xx%

    2. Group the states having difference >45% , 15-45% and <15%


    3. For states having >45% gap in penetration
    a. Determine the states that have an active BB supply chain operation
    b. Determine the top 5 cities of those states in terms of GPD
    c. For those cities , conduct primary and secondary research to understand
    the needs of the local market and list the factors preventing adoption of
    BB
    Minimum Viable Product Go To Market/ Launch
    ● Among the states that satisfy the following criteria Strategy of MVP
    ○ >45% gap in penetration
    ○ Active BB supply chain operations
    Target Market
    ● Identify the top 3 languages spoken in those states The (>45% gap in penetration) states identified with active
    ● Determine all static and dynamic strings/keys displayed on BB supply chain operations
    the standard app . Ensure that they aren’t hard coded and
    Distribution of service
    are localizable App and Website
    ● Use public API like google translate to translate the keys into
    the top 3 languages Product messaging and positioning
    ● Verify the translations of the keys with experts (One time Social marketing of localisation to be done in major social
    cost) platforms like fb,insta etc , app website and app description.
    ● Give app user options to select the top 3 identified languages Advertisements in local newspapers and ads in regional TV
    channels.
    (for the state-city under study) to help navigate BB app
    Assumptions Pricing
    Localisation to be offered at no additional costs to consumer
    ● The primary research conducted has concluded the need for
    localisation in the states having highest gaps in penetration
    ● Language aspect of localisation has proved more important than
    designing graphics based on locales
    Build-Buy-Partner Analysis 2 - Year Roadmap
    ● Target the states having >45% gap in penetration and
    Based on the 1. internal resources/assets and 2. continuously monitor success in those regions and
    core competency we will go ahead with 1 out of the implement feedback
    3 options below to save the Time to Market of the ● Incrementally target the other states and cities in the
    feature pipeline having gaps of 15-45% and <15% . Monitor
    success and feedback
    ● Buy - existing solutions in the market like ‘lokalise’ or ● Enhance UX/UI to ensure availability of language option
    identify open source softwares on app as per locale
    ● Build - Hire Translators and build the properties file for ● Look into other aspects of localisation that can handled
    each language with own resources such as graphics and designs catering to regional
    ● Partner- and consult with a translation company that preferences
    is familiar with working with mobile apps. With correct
    tools such as translation databases that build a bank of
    translation assets (common phrases, sentences,
    paragraphs) to greatly diminish the time and increase
    the quality of translation.
    max growth

    Thank You
    Diksha R Srivastava
    [email protected]
    +91-9836483936

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