What are you Buying into?

As modern day consumers, we are targeted by multiple brands across all domains.


But what makes you complete a transaction?


Packaging, brands, premium ingredients, luxurious feel.


Yes, to all.


But what is the core proposition that you are really buying into?


Convenience.


Take any startup that has had a tremendous growth spurt. The only ones that have grown 10x, 20x & 50x are all ones that are selling convenience.


#Swiggy – Convenience of having food delivered at your doorstep

#Zepto – Convenience of having grocery delivered at your doorstep

#Amazon - Convenience of having literally everything delivered at your doorstep

#BYJU'S – Education at the comfort of your home

#Coursera – College degree from anywhere, really

#Myntra – Fashion at your doorstep

#PhonePe – Payment at the tip of your fingers

#LazyPay – Pay later when you’re not feeling lazy


Convenience along with what any Indian loves most of all, a damn good bargain.

+ Coupon codes

+ Cash backs

+ Credit card offers

have all led to increasing referrals, increasing cart values and increasing stickiness, making the need to step out for anything absolutely redundant.


Next time you make a purchase, think if convenience was one of reasons to make that decision.


#marketing #startups #valuation #growth