Skip to content
Our Services
Back to Case Studies

Case Study
Incubated India’s first talent platform for the hospitality sector

During the COVID-19 period, our client, with experience in the hospitality sector, sought to launch a new venture.

Our industry research revealed that job seekers in the hospitality sector primarily look for opportunities within their specific domain. However, existing talent platforms were too generic, making it challenging for employers to find the right talent and for job seekers to secure relevant positions.

During the post-COVID recovery phase, hospitality operators were forced to reduce fixed personnel costs, while many job seekers who had lost their jobs during the lockdowns struggled to find employment again.

NorthSide recommended that the client launch a specialized talent platform tailored to the hospitality industry.

NorthSide Approach

  1. Identified the need for a scalable hiring process for middle management and lower-level positions.
  2. Conducted in-depth interviews to understand the needs and pain points of both candidates and employers. This revealed that candidates often do not receive closure or responses to their job applications, leading to disappointment and resulting in them setting for roles that are suitable for them.
  3. Determined that a ‘skills’- based application and shortlisting process could reduce the feedback loop and expedite closures.
  4. Designed specifications for matchmaking services for both job seekers and employers.
  5. Created a user-friendly UI/UX platform.
  6. Developed standardized job postings with greater transparency for candidates, including key criteria such as expected pay, hours, and skills.
  7. Tested the launch platform and successfully took it live.

Key Insight

Both hiring and getting hired in the hospitality sector are challenging due to a broken matchmaking process, multiple intermediaries, unstandardized skill definitions, and unclear hiring criteria.

Results

  1. Developed a blueprint and user experience to address the evolving recruitment needs of the hospitality sector and job seekers.
  2. Developed the UI/ UX for the platform.
  3. Partnered with the client to launch the platform.
  4. The platform became the fastest-growing job platform in the industry.
More Case Studies
Venture Incubation

FMCG major incubates new snack brand that achieves 18X revenue growth

A traditional B2C food and beverage brand in India partnered with an international snacking company to introduce an exotic snack brand, to the Indian market. NorthSide was brought in to lead the venture incubation process, from crafting a strategic market growth and execution plan to positioning and growing the venture in a competitive market. Key areas of focus included establishing a strong brand identity, defining a clear target audience, and managing execution to create an impactful digital and social media presence. NorthSide Approach Developed a full-fledged strategy covering developing the right product sensory appeal using sensory testing, brand positioning, and a go-to-market plan. Conducted in-depth research to identify the target audience and crafted a compelling brand proposition that highlighted the product as an exotic, premium snack option. Identified a key consumption occasion to focus on Positioned the product in a way that broke through clutter and drove persuasion to encourage consumption within the target audience Helped create a packaging that highlighted the key physical attributes of the brand and established its brand equity Helped build the e-commerce and quick-commerce distribution Developed creative assets, including static and short-form video ads, to capture attention and communicate the brand’s exotic appeal. These creatives were tailored to engage the audience across digital touchpoints and to drive traffic to sales channels. Key Insight Focusing on a consumption occasion can help position a snack option and tailor brand messaging in a competitive FMCG market. Results 18x growth in revenue achieved within 10 months of launch 15X growth in volume units sold achieved No. 1 bestseller in key marketplaces in the category

Venture Incubation

FMCG major incubates a new brand that achieves a growth of 80% month-on-month

An FMCG major looking to extend their business into new categories engaged NorthSide to incubate a new brand and execute it in the market till it achieves a product-market fit. NorthSide Approach Mapped the opportunity spaces in the market Used proprietary research techniques that combined the occasion opportunity with the sensory appeal and product attributes that are required in the occasion. Identified a discerning consumer segment and specific occasions as the target segment & occasion Used product sensory tests to develop a differentiated formulation that meets the consumer's need Maximized the product's right-to-succeed and determined the price premium. Developed a positioning concept and tagline for the product, in line with the target segment and key occasion insight. Helped redesign the packaging and pack construct to suit the targeted occasion. Developed the creative assets required for launch across consumer touchpoints that included offline and online retail channels. Launched the product in the market. End-end execution of the marketing programs on key e-commerce, quick commerce and select offline channels done by the NorthSide in-house team Key Insight Discerning consumers look for products for specific consumption occasions but most products available are not designed keeping specific occasions in mind. There was an opportunity to find a sizeable occasion and design the products for that. Results Identified a large consumption occasion to target. Developed a positioning, key visual, and tagline. End-to-end opportunity mapping to market execution done within 9 months. Ensured uniform execution across all consumer touchpoints with an integrated marketing approach. Month-on-month revenue growth increased and reached 80% within 3 months of launch.

We are NorthSide. A strategy and execution company, that helps companies, incubate ventures and scale up brands by integrating market intelligence, insight generation, market segmentation, brand proposition development, creative services, e-commerce and quick commerce scale-up, all under one roof.

Stay updated with industry insights
and our case studies.

You can unsubscribe at any time. Read NorthSide's Privacy Policy.