The Ken: Help us understand the profile of the 10,000 partners?
Biswas: Our delivery partners fall into 2-3 large buckets. One is a large set of college students in their last year. They’re starting to look for occupation, but don’t have too many options. They come around college timings, they don’t have to worry about exams, etc since we are pretty flexible.
The second set of people are those who usually have another vocation. They are very interesting because they come on for like 5-6 hours. And these were the people I took a long time to understand.
Figuring out the stats
I think I finally figured out that these are people who are actually making some amount of money every day, but their goal is to accentuate that income. And so they want to find other flexible work opportunities. Many often work in markets, like Chickpet. And they come on once they’re done with their 9-5 or 10-6 jobs.
The third set of partners are people who think of this as literally the best way to make money, right, and so they will come online for like 22 days a month and 14-15 hours every day. They can then actually optimize their earnings all the way to Rs 1000-plus ($14+) and end up making Rs 20,000-25,000 ($283-353) a month.
So the demographic is largely 21-26, but then it tends to push off into the 35-40s in the long tail because these are people who want a secondary source of income.
The Ken: How is your organization geared toward finding, attracting and retaining partners from an organizational culture point of view?
Biswas: We defined, very early, the reason supply would actually prefer you. There are some things that are just non-negotiable, as in you have to mention that your earnings are, at least, comparable to other platforms. You don’t have to overpay all the time but you have to be comparable.
Supplying the sticks to the platform
An interesting thing we learned was that about 85% of the supply sticks to your platform blindly. This means 85% of people are those you can consistently and month-on-month assume will come back. 15% are the ones who keep on switching.
The first reason why they stay is earnings. The second is they really require support. Because this is somebody out there who came to a Dunzo office for an hour and a half, so we should have no other reason for them to ever come back. They should just be able to switch on our app and actually start working. So support is extremely important whenever they need help with transactions or payouts. The third reason is that they first got on-boarded on your platform. It’s as simple as that.
Small things that are about money are just obvious. For instance, you have to give them some form of insurance. Because, we, as a group, can negotiate a much better one for him and handle it. Then, over a long period, you need to figure out how to give them payday loans, so they need credit.
Building up the product
So you just build the product for them saying, hey, what are the things that I can solve for you to be on the platform. It’s also the whole nature of saying whether you respect them and whether that can get felt across the organization for everybody.
The Ken: In partners’ minds, how do the economics of working for Dunzo versus other platforms stack up?
Biswas: The economics will stack up a lot better because every other platform will give them 5-6 hours of work, while we can potentially offer them 12-14 hours, maybe even 22 hours.
The Ken: But it’s never about hours vs. hours, right? Isn’t it about daily earnings vs. daily earnings?
Biswas: So daily earnings vs. daily earnings will have to match up. It’s about the flexibility bit, that we can offer the most. You can literally come online for like six hours on Dunzo, then get something done at your personal end, and then come back again for six hours. Other platforms have time dependencies.
The Ken: Other platforms like Swiggy, which are dependent on the food ordering windows?