ALCHEMY IBS PRIVATE LIMITED

ITER Premium Mobility — Customer Acquisition Blueprint

Prepared by Alchemy IBS Private Limited • Confidential

Theme: #892d91 → #ee3a5f • Typeface: Raleway

Total Marketing Investment (12m)

₹2.37 Cr

Paid media + referral + content. No agency retainer included

Target

500 rides/day

By Month 12

Payback

~12–18 months

At blended CAC ₹2–2.5k

Profitability

Month 24

EBITDA positive trajectory

Platform	Avg. CPC	Avg. CPM	Conv. Rate	Best For
Google Search	₹20–80	—	3–5%	High intent
Facebook / Instagram	₹7–50	₹150–300	1–2%	Awareness & remarketing
LinkedIn	₹40–100	₹600–1000	2–4%	B2B decision makers
YouTube	₹3–8	₹100–250	0.5–1%	Storytelling

Month	Rides/Day	Monthly Revenue (20% take)	Marketing Spend	CAC (Blended)	Cumulative Burn	EBITDA Margin
Month 1	50	₹4,80,000	₹4,50,000	₹3,300	-₹4,50,000	-80%
Month 2	75	₹7,20,000	₹6,00,000	₹3,100	-₹10,50,000	-76%
Month 3	100	₹9,60,000	₹7,50,000	₹2,900	-₹18,00,000	-72%
Month 6	200	₹19,20,000	₹12,00,000	₹2,500	-₹45,00,000	-60%
Month 9	350	₹33,60,000	₹18,00,000	₹2,150	-₹96,00,000	-52%
Month 12	500	₹48,00,000	₹24,00,000	₹2,000	-₹2,37,00,000	-48%
Month 24	500	₹48,00,000	₹12,00,000	₹1,200	Break-even	+5%

Note: No agency retainer or management fee included in these figures. Paid media only.

Phase	Google Ads	Meta (FB/IG)	LinkedIn	YouTube	Referral Program	Total
Phase 1 (M1–3) • Testing	₹6,00,000	₹5,00,000	₹6,00,000	₹2,00,000	₹1,00,000	₹20,00,000
Phase 2 (M4–6) • Scale	₹15,00,000	₹10,00,000	₹17,50,000	₹5,00,000	₹2,50,000	₹50,00,000
Phase 3 (M7–9) • Growth	₹21,00,000	₹14,00,000	₹28,00,000	₹4,20,000	₹2,80,000	₹70,00,000
Phase 4 (M10–12) • Max Scale	₹29,10,000	₹19,40,000	₹38,80,000	₹5,82,000	₹3,88,000	₹97,00,000
TOTAL (12 Months)	₹71,10,000	₹48,40,000	₹90,30,000	₹17,02,000	₹10,18,000	₹2,37,00,000

Clarification

Paid media totals exclude any agency retainer or separate ad-ops management charges. Those will be proposed in a separate meeting.

Focus

Mix prioritizes LinkedIn (B2B), Google high-intent, and Meta for remarketing. Referral pool grows over time.

Persona 1

Corporate Executive

10–15 rides/month • CAC ₹2.5–3k • High reliability need

Persona 2

HR / Admin (B2B)

Contracts & SLAs • CAC ₹8–12k • Highest LTV

Persona 3

Affluent Family

Safety first • CAC ₹2–2.5k • Predictable use

Stage	Action	Touchpoint	Goal
Awareness	Frustration with aggregators	Meta, YouTube, WOM	Visit website
Consideration	Search for premium option	Google Ads, LP	App install
Trial	First booking	App UX, driver	Successful ride
Retention	Repeat rides	CRM, offers	Subscription
Advocacy	5+ rides	Referrals, reviews	2 referrals

Competitor	Position	Pricing	Strengths	Weaknesses	Profitability
Ola / Uber	Mass leaders	₹10–15/km	Scale, brand, coverage	Quality inconsistency	Loss-making (IN)
Savaari	Outstation	₹12–18/km	Niche focus	Weak intra-city	Profitable (niche)
Meru	Declining premium	₹15–20/km	Pioneer legacy	Lost share, outdated	Struggling
Local Rental	Unorganized	₹800–1500/day	Relationships	No tech, scale limits	Profitable (small)
ITER	Premium challenger	₹18–25/km	Quality, B2B, VTT	Low awareness	Target: M24+

Phase	Timeline	Key Activities	Success Metrics	Investment
Foundation	M1–3	Brand + site, test all channels, 15–20 drivers, referral v1, 2–3 B2B pilots	50–100 rides/day • CAC ₹3k	₹20,00,000
Optimization	M4–6	Scale winners, LinkedIn B2B, 40–50 vehicles, subscriptions, 8–10 B2B	150–200 rides/day • CAC ₹2.5–2.8k	₹50,00,000
Acceleration	M7–9	B2B expansion, premium corridors, advocacy, 80–100 vehicles	300–350 rides/day • CAC ~₹2.2k	₹70,00,000
Scale	M10–12	Max scale BLR, strong referrals, 120–150 vehicles	450–500 rides/day • CAC ₹2k	₹97,00,000

Category	KPI	M3	M6	M12
Acquisition	Daily new customers	30–40	60–80	100–150
	CAC	₹3,000	₹2,500	₹2,000
	B2B contracts	3–5	8–10	25–30
Engagement	Rides / cust / mo	2.5	4.0	6.0
	App rating	4.5+	4.6+	4.7+
	Subscriptions	5%	15%	30%
Retention	Repeat rate	30%	45%	65%
	Monthly churn	25%	18%	12%
	NPS	40+	50+	60+