Marketplace · Growth
From six cities to sixty — one launch playbook, replicated.
The marketplace's India growth happened city-by-city, not channel-by-channel. The marketing job was to build a launch playbook tight enough that a new city could go from zero to viable in eight weeks — and run that playbook sixty times. The foundation built in this period made the platform attractive at acquisition.
Challenge
The starting point
Each city had different competitive dynamics, different demand density, different restaurant supply. A national campaign would have been wasted on cities not ready, and a fully bespoke approach was unscalable.
Approach
What I did
8-week city launch
Pre-launch supply build, launch-week performance campaign, week-2 retention sequence — sequenced and standardised.
Geography-led performance
Hyperlocal Google + Meta campaigns, bus-stop and metro-station OOH where relevant.
CRM/retention engine
Driven by order-frequency cohorts, not generic email schedules.
Restaurant supply marketing
B2B-side marketing to bring restaurants on platform.
Lessons
What this engagement taught
Marketplace growth is two-sided marketing. Demand-side spend without supply readiness is wasted.
City-by-city beats national. Concentration produces network effects; dilution produces churn.
Standardised playbooks scale. Bespoke campaigns don't.
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