Introduction
Ather Energy sells its scooters with an optional Pro Pack, a paid bundle bought at the time of purchase that unlocks a set of connected and convenience features on top of the base scooter. Depending on model and year, the Pro Pack has included features such as navigation and ride statistics in the app, theft and tow alerts, fall and crash alerts, ride assist features like AutoHold and reverse mode, and ongoing OTA feature updates. For Ather, the Pro Pack is important because it is where software turns into revenue, and because it shapes how customers judge the scooter's value against TVS iQube, Bajaj Chetak and Ola Electric.
The question: how would you measure the success of the Ather Pro Pack? I'll set context, define goals, choose a North Star and break it down, then define supporting, guardrail, trade-off and counter metrics.
For a paid add-on, measure three things: do people buy it, do they use what they paid for, and does it make them happier owners. Revenue alone is not success if buyers feel tricked.
Step 1
Product Context (3 minutes)
- Product: a one-time paid bundle offered at purchase, priced as a meaningful share of the scooter price (in the low tens of thousands of rupees in our assumptions).
- Buyers: 450 owners (high attach expected), Rizta buyers (more price-sensitive), and future EL-platform buyers in smaller cities (most price-sensitive).
- Sales channel: experience centres, where staff explain the bundle during the test ride and at booking; financing partners can roll the Pro Pack into the EMI.
- Competitive context: rivals also bundle or charge for connected features, and Indian buyers compare "on-road price" closely, so the Pro Pack can feel like a hidden cost.
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