Structure of this program

Goal →

Increase the number of users acquired through referrals by 20% in the next 6 months

Why Referral?

Acquire high-quality users at a lower acquisition cost

Who are the ICPs?

Urban Professional 🧑🏾‍💼

Demographic: Aged 25-35, mid-to-high-income earners, living in metropolitan areas or urban areas

Lifestyle: Busy schedules, limited time for household chores, frequently outsourcing tasks like cleaning, repairs, and salon services

Motivation: Convenience and efficiency. They value quality services that save time and reduce hassle

Referral Behaviour: Likely to refer to peers in similar work-intensive environments who prioritise convenience

Home Maintenance Enthusiast 🧹

Demographic: Aged 30-40, couples with young children, middle-income, living in suburban or urban areas

Lifestyle: Balancing work, family, and household responsibilities. Often need regular cleaning, pest control, and repair services to maintain a child-friendly home

Motivation: Reliability, safety, and convenience. Prioritise trustworthy services that are child-safe and time-saving

Referral Behaviour: Likely to refer to other parents who value services that can reduce household workload

Problems with the current referral program?

1. The current program doesn’t engage at all with the users throughout the bookings
2. The current referral flow is complex and not easily visible
3. The incentives are fewer which is not motivating enough

Who to ask for a referral?

Anyone who has paid for at least one service on Urban Company.

How will users discover it?

A) Improved touch points in the user journey

The key will be to nudge users at moments of high satisfaction or intent to increase the chance of them referring the app to others.

1. Nudge at Post-Service Completion

WHY?

• After a service, customers are often satisfied, making it the perfect time to encourage referrals
• Add a post-service CTA on the app/web, prompting users to refer their friends while the service is still fresh in their minds
• Implement a "rate your service" modal, followed by a referral nudge for positive reviewers
• Do this only for people who have rated the service 4 or more out of 5

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2. Follow-up after one week

WHY?

• Some users might need time to reflect on their experience before referring, so a timely follow-up will help

WHAT TO DO?

• Automate a WhatsApp message push after one week, reminding them of the referral benefits.
• Include a CTA that links directly to the referral page.

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3. Automated reminders (For Core and Power Users)

WHY?

• These customers have high engagement and LTV and are familiar with Urban Company's services
• Using automated referral reminders can effectively activate their network, as they are more likely to trust and promote the platform due to their higher natural frequency of using the product

WHAT TO DO?

• Automate a WhatsApp message push and include a CTA that links directly to the referral page
• We can send automated referral reminders after key milestones, such as after every fourth service or after spending a specific amount

MOCK UP →