How can Ketto improve its crowdfunding platform to attract more international donors?

Introduction

To improve Ketto's crowdfunding platform and attract more international donors, we need to analyze the current user experience, identify pain points, and develop targeted solutions. I'll outline a strategic approach to enhance Ketto's global appeal and donor engagement.

Step 1

Clarifying Questions (5 mins)

• Looking at Ketto's position in the crowdfunding market, I'm curious about its current international presence. Could you share what percentage of Ketto's donors are currently from outside India, and which countries are the top sources of international donations?

Why it matters: This helps us understand the baseline and identify potential growth markets. Expected answer: Perhaps 10-15% international donors, with major sources being the US, UK, and UAE. Impact on approach: A low percentage would suggest focusing on awareness and trust-building, while a higher percentage might indicate optimizing the existing international user experience.

• Considering Ketto's product lifecycle, I'm wondering about its growth trajectory. Has Ketto seen a plateau in new international donor acquisition recently, or is it still in a high-growth phase for this segment?

Why it matters: Determines whether we need to focus on acquisition or retention strategies. Expected answer: Moderate growth, but with increasing customer acquisition costs. Impact on approach: A plateau would suggest focusing on retention and reactivation, while high growth might prioritize scaling and onboarding improvements.

• Thinking about user behavior, I'm interested in understanding the typical journey of an international donor. What are the most common entry points for international donors to discover Ketto campaigns, and what's the average time from discovery to donation?

Why it matters: Helps identify key touchpoints for optimization and potential bottlenecks in the conversion funnel. Expected answer: Social media and search are primary discovery channels, with an average 2-3 day consideration period. Impact on approach: Short consideration times might suggest focusing on immediate trust signals, while longer periods could indicate a need for nurturing campaigns.

• Considering external factors, I'm curious about the competitive landscape. How does Ketto currently differentiate itself from global platforms like GoFundMe or local competitors in target international markets?

Why it matters: Helps identify unique selling propositions and areas for competitive advantage. Expected answer: Ketto focuses on Indian causes but lacks strong international brand recognition. Impact on approach: Would influence whether to emphasize Ketto's unique access to Indian causes or to build more global appeal.