Pankaj Bhutani

Rasa Derm, Ashok Vihar, Delhi

Business Strategy & Planning

• Customer Retention & Customer Loyalty by building Customer Journey, Package Sales, Call Centre, Tech Implementation & Data Analytics
• New Clients Acquisition by building process around Lead Journey - Marketing, Call Centre, Tech Implementation & Data Analytics
• Building Operational Excellence by 123 Visit Drop Off, No Show/Cancellation, Waiting List, Missed/Abandoned Calls, Category Build up, Products Sales, Service Per Appointment, Per Pocket Spend and Footfall
• Closely building departments Marketing, Call Centre, Data Analytics, Technology Implementation
• Working on Clinic Expansion (Coming up with 2 new Clinic in FY 25-26)
• Talent Management by hiring staff - On roll, Off roll & Consultant (Cost Effective)
• Working on Process Excellence by building Operational/Admin SOPs and Service Level SOP
• Setting up Model for Investor interest by strategic build up of Tech driven business

SKN Biome (Online Pharmacy - Derma), Ashok Vihar, Delhi

Business Strategy & Planning

• Building up business from the scratch
• Building up Website - layout, Content, Product Listing, Shopify/plugins , payment gateway configuration
• Working on AI Skin Analysis Model to acquire clients
• Building up Legal Setup like Privacy policy, Terms & Conditions, Shipping, Return and Refund Policies
• Procuring Licenses like Trade Establishment, GST, Drug License, FSSAI
• Warehousing setup and SOP Development for stock in and out
• Building Marketing Strategies like Meta, Google, WhatsApp Marketing, Website SEO, ATL & BTL Activations
• Building External tie up strategies for faster expansion
• Building Data Analytics to grow business
• Setting up Model for Investor interest by strategic build up of Tech driven business

1. Business Strategy & Planning

• Customer Retention, Customer Loyalty, Operational Excellence by building process around Lead Journey & Customer Journey
• Closely building departments Marketing, Call Centre, Data Analytics, Technology Implementation
• Worked on Franchise Development, Talent Management, Diversification

2. Operational Excellence

• Worked on Membership, 123 Visit Drop Off, No Show/Cancellation, Waiting List, Missed/Abandoned Calls, Category Build up, Products Sales, Service Per Appointment, Cross Pollination, Per Pocket Spend and Footfall

• Working with the CEO on key Strategic Initiatives to streamline processes and overall development of business.
• Smoothen the process for operations and enable metrics which will liaise with respective stake holders.
• End to end Project implementation on process development and revenue enhancement
• Develop enhance strategies and ensure growth of different departments.
• Have seen YOY 2X Revenue growth in Clinic business and YOY 20% growth in Salon business FY23-24 over FY22-23
• Have seen YOY 3.5X growth in Performance Marketing FY23-24 over FY22-23
• Execution of projects related to raise funds from investors

• Projects:
• 1. In-house Call Centre:

Duration: Jun’23 to ongoing

Setup of call center from Zero to 100. Developed the complete setup from Team Structure, Hiring, HR Policy, SOP, Training Program and Modules, Targets and Growth Structure. Built the call center of 25 team members to cater fresh digital leads Average 18K in month and 2.5 Lacs+ Existing Clients Retention, Reacquisition, Rebook, Redemption & category Development (Cross Sell & Upsell)

Results: - Company’s digital leads conversion gone up to 11% from 6% in Clinic and 17% from 11% in Salon business in 6 months.

• 2. Centralized Warehouse:

Duration: - Sep’23 to Ongoing

Built the centralized warehouse to cater 17 outlets & Clinic in Bangalore.

Results: - Cost Saving, Increased margins, control on shrinkage and damages, reduce over stocking, increase Employee Productivity.

• 3. Corporate Office: Duration:

Apr’24 to Ongoing

Built the corporate office to accommodate all corporate employees for better and faster connect which leads increase the overall productivity due to better coordination.

Results: - Cost saving on existing setup (Space & Travel) and after this initiate we are projecting 5% delta in AOP in Salon & Clinic

• 4. Tech Implementation:

Duration: - Jan’24 to Ongoing Implementation of Tech like Zenoti (CRM), Zoho (Lead Management), CC (Dailer), Mihup (Call Quality Software), Yellow. AI (WhatsApp), Idea-rise (Roster management)

Results: - Implementation of tech made things faster, easier and help in increasing Top line and bottom-line. Helped in managing the Lead and Client/Patient Journey.

• 5. Data Analytics:

Duration: - Jun’23 to Ongoing

• Matrices to Build Salon Business

Membership Renewal Ratio, Non Member to Member, New Clients to Member, Top Category Like Facial, Massage Color Ratio, Control over Opportunity Loss No Show & Cancellation, Missed Calls, Waiting List, Cross Pollination - Clinic Only to Salon, Clients Feedback - 123 CSAT Calls, Callers Productivity - Maximum Service Per Appointment, Employee (Stylist & Therapist) Performance - Revenue to Cost Analysis Calls Dashboard (Consolidated - Salon & CC Calls) - Upsell & Cross Sell, Retention & Reacquisition, 123 Drop Off (Old Consolidate Data) - Reacquisition Category Drop Off- Reacquisition, Performance Marketing - New Clients Acquisition & Retargeting, YOY Growth - Outlet Level, AOP Vs Achievement, Revenue/FF/PPS TGT Vs ACHV, Retail TGT Vs ACHV

• Matrices to Build Clinic Business

Revenue/FF/PPS TGT Vs ACHV, AOP Vs Achievement, YOY Growth – Clinic Level, YOY Month on Month Growth – Clinic Level, Calls Dashboard – Retention, Reacquisition, Rebooking, Redemption, Cross Pollination – Salon to Clinic, Focus Category TGT Vs ACHV All Category Growth TGT Vs ACHV – Clinic Level, REV/FF/PPS/Customer/No of Session, Clinic Employee Performance Dashboard - Doctors Execution, Clinic Employee Performance Dashboard - Consultant Sales, Clinic Employee Performance Dashboard - Aestheticians/Ops Exe/Therapist Execution, Clinic Employee Performance Dashboard - Doctors Consultation, Retail TGT Vs ACHV, Calls Dashboard (Consolidated - Salon & CC Calls) - Upsell & Cross Sell, Retention & Reacquisition, Performance Marketing - New Clients Acquisition & Retargeting

Results: - 2X Growth in Clinic and 20% growth in Salon. More focused client & patient journey build-up.

• 6. Expansion of Outlets and Clinics PAN India:

Duration: - Jun’23 to Ongoing

In FY23-24 we have opened 5 new Salon (Franchise) and 5 New Clinic (Company Owned) In FY24-25 Other 12 Outlets in Plan in Bangalore, Hyderabad, Chennai, Gurgaon, Dehradun.

Results: - Revenue growth, strong base for investor finding.

• 7. Investor Funding:

Duration: - Jun’23 to Ongoing

Building up the business to the level where company can look for investors to build the business to reach to PAN India Level.

Results: - In talks with investors to raise funding with the expansion in place.

• 8. New Clients Acquisition:

Duration: - Jun’23 to Ongoing

New Client Acquisition by Performance Marketing, Events, Affiliate Marketing, ATL/BTL, Referral, Cross Pollination.

Results: - 45% Revenue contribution from New Clients in clinic and 20% Revenue contribution from New Clients in Salon.

• 9. Redemption/Rebook/Retention/Reacquisition:

Duration: - Jun’23 to Ongoing

Building up the data set basis different logics to build Redemption, Rebook, Retention, and Reacquisition and execute the same by using different modes like Calling, WhatsApp Blast, retargeting, in-house event plan.

Results: - Huge spike in RRRR of Clients in FY23-24.

• Working with the CBO on key Strategic Initiatives to streamline processes and overall development of business.
• Smoothen the process for operations and enable metrics which will liaise with respective stake holders.
• End to end Project implementation on process development and revenue enhancement
• Develop enhance strategies and ensure growth of different departments.
• Execution of projects related to raise $ 300 million funds from investor i.e., Carlyle Group INC

• Projects:
• 1. Prospect Clients Activation:

Duration: - Jan’22 to Mar’22 Reactivation of last 5 years lapsed clients of 97 VLCC Centers. Project activation on company software, tracking, monitoring, and coordination of project with centers.

Results: - 5456 lapsed Clients got activated with revenue of 17.58 Cr.

• 2. Medical Licenses:

Duration: - Oct’21 to Sep’22

Major Contributor Project to Carlyle Funding Managed the end-to-end process with vendor from application to obtaining the medical licenses for 97 centers. Management of documentation, legal requirement, Government requirement, center SOP adherence and obtained other license like fire, pollution, Bio-medical waste, which were required for medical licenses.

Results: - Company got they’re on medical license, no dependency on doctor’s license and company is now able to do higher ticket size (20Lac to 50 Lacs) procedures with clients. Save 33% on Vendor costing and OOPE.

• 3. Call Centre:

Duration: - Apr’22 to ongoing

Biggest Contributor Project to Carlyle Funding Setup of call center from Zero to 100. Developed the complete setup from Team Structure, Hiring, HR Policy, SOP, Training Program and Modules, Targets and Growth Structure. Built the call center of 60 team members to cater fresh digital leads Average 30K in month and lapser clients of last 2 years.

Results: - Company’s digital leads conversion gone up to 10.8% by Mar’23 from 3% in Apr’22.

• 4. Dr. Lal Association:

Duration: - Oct’21 to Dec’21

Association with Dr. Lal to do test of VLCC clients which are required during the treatment of clients on regular interval.

Results: - Association with Dr. Lal on 60% margin which have started generating AVG revenue of 30 Lacs. Also reduced the chances of movement of clients to competition.

• 5. Beauty and Wellness Cards Sales – Institute Team:

Duration: - Apr’22 to Mar’23

Incentive based sales for beauty and wellness cards through VLCC institute students/faculty. Card Value ranging from 10K to 10 Lacs. Results: - Started getting additional average sales of 20 Lacs every month from both the businesses.

• 6. Employee Performance Improvement Program:

Duration: - Apr’22 to May’22

Development of Training Software (Digital Platform) to track end to end training from pre read to test and then performance tracking of employees. Coordination with HR and IT team to build module in existing software and deployment and streamlining of training process.

Results: - Overall productivity of employees got increased from 3% to 8% post training programs.

• 7. Data Analytics Team Management

Duration: Oct’21 to Mar’23

Team development to Structure the Reporting System to improve on overall productivity like, Employee Productivity, Service Delivery & Quality, Capacity & Appliance Utilization, Lead Management & Category-wise Sales Growth

Results: - Timely, corrective, and preventive action by all department heads and timely execution by team on basis on structured data.

• 8. Alliance Development for New Clients Acquisition: Duration: - Apr’23 to on going

Building relationship with alliance partner to get maximum visibility on their platform and offers zones to acquire new clients for VLCC Centers by giving offers to clients and commission to and barter with alliance partners.

Results: - Vision is to get 1000+ clients every month by end of Q1 1500+ every month by end of Q2, 2000+ Clients every month by end of Q3 and by Q4 end must be 3000+ every month.

• To spearhead the brand ecommerce vertical in concurrence with organizational objectives
• Smoothen the process for ecommerce operations and enable metrics which will liaise with respective stake holders.
• Develop enhance brand strategies and ensure complete growth on all KPIs for E-Commerce channel.
• Responsible for overall brand performance on portals.
• Planned and executed sale strategies, result- growth of E-Commerce vertical from 2% to 18% contribution.
• Develop and execute fully integrated brand marketing plan, supporting the overall brand & business strategy.
• Scale up Category growth and new product launches with performing brand campaigns across all categories.
• Optimize Top lines with better promotions with minimized spends.
• Develop new product range and subcategories.
• Implemented Warehouse ERP systems like Vinculum and improve the functionalities for own E.com platform.
• Refine tie ups with last mile and cost-effective logistic partners for own E.com platform.
• Forecasting and planning with budget efficiencies and ensure high fill rates in conversion.
• Ensure all requisites for Product launch- Pricing- Promotional effectiveness are in place and review after smooth execution.
• Built a review system which developed the fill-rates to 93% in 60 days turnaround.
• With all these efforts had built Zero to 50 Cr profitable business in 3 years, with EBITA of 26%

• To buy and implement product strategy and tactical buy plans by ensuring right product selection based on the market trends at best commercial value and responsible for range planning and assortment plans for the Categories.
• Responsible for negotiating the price & ensure delivery arrangements with Suppliers/Vendors within budget.
• Prepare & evaluate assortment for each Merchandise Category with respect to Weekly sales target, Stock Cover and Promotion & Net Margin achieved and increased stock turn.
• Research and analyze shoppers and competitor’s data to assist the partner brands to gain insights and create better initiatives at our value stores.
• Increase inventory ROI through maintenance of the optimum stock’s levels at store and warehouse levels and speedy liquidation of slow-moving stocks and execute complete liquidation process for inactive or delisted products.
• Negotiate and signoff Promotions and marketing calendar with the key business partners to generate excitement and increase penetration of customers through attractive value prepositions and offers.
• Explore and evaluate the possible opportunity to enroll new Brands/Vendors which can be developed as potential growth drivers for business.
• Provide solutions to brands to achieve their objectives viz increase sales on our platform/ establish or promote their brand positioning and communication.

• Achievement of given Targets and maintaining Set Margins given by the company.
• Focus on availability of 100% Assortment of products, Customer Service, Personalized services.
• Inventory Control, Shrinkage Control, Control over Damage and Defective.
• Coordination Vendors and Category (buyer within company) to get stock and best offers to get maximum sales.
• Maintaining margins to give maximum profitability by following company processes.
• Space Selling to the different companies to generate other income for the store.
• Implementation of company processes and procedures to get the work done in best manner.
• Handling and managing team of 1 team leader and 25 team members to get work done as per company processes.
• Conduct on job training program for team members to improve their communication Skill and product knowledge.
• Big Bazaar, Ambiance Mall, Vasant Vihar (Spread in 1.2 Lacs Sq. feet)
• Big Bazaar, Spazeedge Mall, Sohna Road (Spread in 27000 Sq. feet)

• Compact Hyper store at Omaxe mall, Patiala (Spread in 30000Sq. feet)
• Handling team of 35 Associates to get work done according to company processes.
• Coordinate with Bank and Head Office for Cash Deposit and other banking related issues.
• Working on various reports of Cash office to ensuring the work has been done properly and as per the processes and to check the work of Cashiers, Sales floor, and Back room.
• Looking after ordering, receiving, display and sales of grocery and fresh department to achieve targets.
• Conduct marketing activities In-Store (Kids Fashion show, Private brand promotion etc.) as well as Out-Store (Road shows, Community service) to generate more customers and sales.