A startup has built a shared electric-vehicle charger that a housing society installs in its parking area, with app-based billing to each resident. Hardware plus installation costs a society about ₹1.5 lakh per charger; the startup also earns a small margin on every unit of electricity. It has ₹50 lakh for marketing and sales in its first year and a team of four, all in one metro city.
Write a go-to-market plan for the first year. Choose the segment to win first and why, define the proposition and pricing, pick channels and a sequence with rough economics, and set milestones that would tell you whether to scale.
100 points, 60% to pass.
The buyer is not the EV owner but the society's managing committee — often older, cautious and cost-sensitive — while the user is a minority of residents. The beachhead is societies that already have several EVs and a resident complaint (people running cables from flats), in a few dense neighbourhoods. Proposition to the committee: safety, fair billing, no cost to non-EV residents (so offer a lease, revenue share or zero-upfront model). Channels: EV-owner communities and dealership partnerships to find the societies, then direct sales to committees with a pilot. Economics: acquisition cost per society against lifetime electricity margin plus hardware. Milestones: pilots signed, utilisation per charger, time from first meeting to committee approval.