Entrepreneurship in

Practice

UMA – Domestic Help Aggregator

Kumar Shivam 0102/55
Vipin Sagar 0147/55
Prerna Ajitsaria 0268/55
Uma - Domestic Help aggregator with a vision to bring change
to the massive domestic help industry

Name Uma – Translates to “helper” in English^ from Sanskrit

We are inspired from experiences both personal and of our families. While growing up most of
Source of us have seen our parents struggle to deal with issues that come up when recruiting and
inspiration retaining domestic help. Finding and dealing with domestic help during our internships has
added to this perspective.

Customer(Demand) - The platform will connect people in need of domestic help with locally
sourced helpers – The intent is for the customer to look at this service as a source of reliable &
Explanation quality assured domestic help anytime anywhere
Domestic Help(Supply) -The platform through incentive structures would provide the domestic
help workforce to earn higher stable incomes
^ http://spokensanskrit.org/index.php?tran_input=helper&direct=es&script=hk&link=yes&mode=3
Household information data source (used in next slide) - http://mospi.nic.in/statistical-year-book-
india/2017/197
 TAM calculations show that there is an achievable market of
Rs.1900 Crores
TAM Calculation
 To calculate TAM we would need to obtain values of three main aspects –
 Market Size (Middle Income Urban Households in India) – assuming average of 1 domestic help/ household
 Average Salary of Domestic Help
 Percentage commission to be taken by UMA
 Market Size i.e. Middle Income Urban Households in India#
= 0.61*87028622 = 53087459 = ~53 million ----------------------------------------------------------------------------1
 Average Salary of Domestic Help – Rs.4000-Rs.5000/month -----------------------------------------------------------2
 Percentage commission to be taken by UMA – ~8% of current earning of domestic help------------------------3

TAM Calculation :
1 x 2 x 3 = 53 x 10^6 x 4500 x 8% = Rs. 1908,00,00,000 = Rs. 1908 Cr = $270 mn (8% of $3 bn)
Final TAM = Rs.1908 Cr
Based on the geographies and demographics that we plan to target SAM and SOM would vary accordingly

Competitors that currently exist in the market are positioned differently from how
Competition
we intend to in the future and have different supply/demand dynamics
Each team member in this venture apart from the ability to
contribute across functions has expertise in a unique dimension
Sourcing + Partner Operations, Technology & Marketing & Customer
Relations Strategy Development

Name: Prerna Ajitsaria Name: Kumar Shivam Name: Vipin Sagar

Background: Owner of enterprise for Background: Entrepreneurship Background: Analytics, Marketing ,

females, successfully completed Jagriti
Yatra, worked with underprivileged
sections multiple times, female localite
Contribution: On boarding helpers,
Explaining benefits and incentives,
verifying, background check, grievance
and conflict resolution
experience, Analytics, UI/UX
Contribution: Development of
Technology platform, Planning/building
operations & logistic capabilities,
Aligning operations with long term
vision
Technology(Automation and UI/UX
development)
Contribution: Developing Sales and
Marketing strategy, Identifying
expansion opportunities, Ascertaining
branding and positioning elements
MVP Design & Demonstration Plan

MVP Design Rollout the service to a small number of geographically concentrated customers

 Onboarding partners: bring in few partners onto the platform, preferably located around
Building supply target locality
 Tech Platform: Mimic the functionality of end-state mobile app/website through
WhatsApp/SMS/Facebook page, enabling customers to state their requirements

 Creating Demand:
Creating Demand  Targeted marketing: leveraging housing societies and places frequented by target
customer, engaging them with flyers, banners etc.; Word of mouth