AstroTalk- Assignment

Before you start reading this document, I would like to tell you that I’m not a believer
in Astrology but after using AstroTalk my opinion has changed.
Once I got the chance to submit this document I started reading a lot about this
space. Below are my Learnings after researching & using the AstroTalk.
AstroTalk is way more than Astrology

It is not only a product that connects the user with Astrologer to get a prediction
about the future, but it’s more of a place where you will get a Mentor that will help
you guide you through the normal day-to-day challenges in a Career, Health &
Relationships.

These days people are alone & they are under a lot of stress. Eventually, they need
a Mentor to guide them with the next steps in their life.

1. What do you think is the reason behind the

success of AstroTalk?
After the research, I was able to figure out the below 5 reasons behind the success
of AstroTalk

i. Genuine astrologers: Getting genuine astrologers was the major problem in

this domain & we were able to successfully hire Astrologers who could predict
accurately and were quite empathetic to understand & resolve the personal
problems of people.

ii. Customer Obsession: We were obsessed to serve the customer in the best
possible way, that is why we were able to build the best product & created the
most helpful customer support team.

iii. Introduction of Audio Calls & Chat messages→ As customers needed

privacy & it is tough to directly connect over the video call on the first attempt.
With the introduction of Audio Calls & chat messages, privacy was ensured &
has helped in the rise in business to a next level

iv. Introduction of Per minute consulting→ Some people wanted to talk for more
than 30 mins & some wanted to talk for less than 30 mins. This model allowed
customers to talk as much as they wanted.

AstroTalk- Assignment 1
v. COVID Pandemic→ We were able to successfully capitalise on the pandemic
wave & became a Market Leader. As because of the pandemic people were
unsure about their future & which led to increasing in the user base of people
who want Astrology consulting.

2. What's your current understanding of the business

model of AstroTalk and how it can improve?

Current Business model.

i. Commission-based MarketPlace for Genuine Astrologers & Customers.

ii. Ecommerce (AstroMall).

iii. Virtual Gifting to the Astrologers you Love.

Improvement in our Current Model

i. Expansion in Foreign countries like USA & Europe

It has been seen that after the COVID there has been a huge surge in the
Astrology space.

“A study revealed that the online astrology revenue grew by 64.7% from the
previous year in 2019 to $40 million in the United States alone!”

Also, the kind of performance we are delivering in India. Even If we manage to

do the same across the other countries we will see a big improvement in our
gross margins & skilled Astrologers will also be able to earn more.

ii. Taking entry into the Mental Health Space→ Especially, after COVID there
has been a rise in the Mental Health Space.

According to a study by WHO that says “56 million Indians suffer from
depression and another 38 million Indians suffer from anxiety disorders”.

Also, the Indian market for Mental health Space is expected to grow by 15%
CAGR by 2028.

As per my understanding of the product, we are already tapping a huge market

segment of over $40 Billion alone in India but we have already seen the early
signs of how people are getting counselling in their life apart from Astrology.

And the way we are progressing, we will be able to build break the taboo Indians
that they have of visiting a Psychologist through AstroTalk.

AstroTalk- Assignment 2
iii. Sponsored Products on AstroMall

On the scale, AstroMall is a great opportunity for the business as we can

introduce the sponsored product on the Top.

We can also integrate the products of AstroMall with the Astrologers. An

astrologer can suggest the needed product to customers from AstroMall & can
get a commission out of it. (Similar to Affiliate)

3. If you join AstroTalk, what would be your strategy

to scale the business & operations of AstroTalk?

Existing Data:
Current Revenue(July)→ 70 Lakh/day with a monthly spend of $1m in marketing.

Target Audience→ 22 to 34.

Top business producing Categories→ 30% Career, 60% Love, 10% Health,
Wealth & Finance

Repeatability of a customer in a Year→ 27

Scalability of Business.
To scale the business, we need to scale the acquisition of the customers landing on
AstroTalk & improve the conversion numbers from FREE to PAID.

Below are the channels that will help us in acquisition.

User Acquisition (Paid Channels)

i. Performance Marketing: We are already doing great in it while looking at our

conversion numbers.

ii. Youtube Affiliates/ Influencer Marketing: There are several channels on

Youtube where we will advertise to bring an audience to the Platform.

iii. Television Ads/ OTT Platforms: Ads on television & OTT Platforms create a
great amount of trust. This will also help us in increasing the trust for the platform
& will drive more conversion.

AstroTalk- Assignment 3
User Acquisition (Organic Channels)
The organic channels not only drive conversion for a short span of time but are also
quite influential in creating a long-term moat for the product. That makes the
business long-lasting.

i. Content Marketing on Youtube/ Instagram/ Quora/ LinkedIn: At this given

stage we can improve our current Content Marketing Strategies.
The live Sessions are so addicting on AstroTalk. If by maintaining privacy we can
get the reach of such type of Content on Social Media as well, we will be able to
create a huge impact.

ii. Referral: Improving our existing referrals will give a big boost to the business.

iii. SEO: This is going to create a long-term moat & will make them invincible in the
future.

Steps to Improve the existing conversion

This we will improve by analysing our data, talking to the users & taking the
feedback from them.

Here is one thing I was able to notice after reading reviews of the App.
Customers’ First Call is very important: We need to monitor the first free call of
the customer & need to fix all the challenges associated with it.
PS: My first free call was wasted because no voice was coming from another side.
however, I got a refund after talking to customer care.

Scalability of Operations.
Total number of Astrologers present in India: 20 Lakhs (2 million)
Our selection percentage from the astrologers who are applying: 5%
Total= 5% of 20 Lakhs: 1 Lakh Astrologers.

In order to scale the operations, we will be needing more Astrologers.

Astrologers Acquisition Channels

i. Performance Marketing: This is one of the paid ways to get Astrologers from
existing paid channels like Google & Meta.

AstroTalk- Assignment 4
ii. Referrals: Leveraging the referral is going to change the entire game of getting
high-quality Astrologers. As with my previous experiences in fixing the supply of
any business, referral plays a great role in it.

iii. Existing WhatsApp/ Facebook Groups: There are several groups which are
already present on the Social Media sites to whom we will aware & onboard.
We will also be able to get references from our existing astrologers.

iv. Astrology Colleges in India: There are plenty of colleges across India where
Astrology is being taught. we will directly reach out to those colleges & can gain
the bulk amount of Astrologers from it.

v. Building Training institute for Astrologers in Future: As we know the number

of genuine Astrologers is limited to serve this big market size.
In future, we will be needing to set up a training institute where we can train
people in Astrology.

Note→ While scaling the operations we have to continuously automate our entire
Onboarding, Training & Feedback systems with the help of Videos & Technology.

AstroTalk- Assignment 5