Product Teardown - Flobiz - MyBillBook

Problem
Statement
● SMEs in India do not make all their bills on a digital
billing platform, some would be making 20-30%
digitally while for some this number could be 80-90%
as well.
● What changes would you make in the MyBillBook
app to push SMEs to make 100% of their bills on
the platform?
Solutions being suggested in this deck exclude all suggestions provided by MBB community here

In scope ● Study focuses only on MBB mobile app
● Study focuses only on users based out of India
Assumptions ● Solving for adoption; NOT revenue
● Users are generally aware of govt policies
● Users act in their self interest
● Time, money & people are not a constraint for product
development

2. Supreme Distributors
Target Audience Owners of Small and medium sized businesses in India
User Personas
1. Anand Kirana Store
Anand Barde in his kirana store Santosh Patel & his distribution centre

User Personas
● Anand’s kirana store is located in a busy market in
Paithan taluka of Aurangabad, Maharashtra
● He sits at the shop from early morning to late evening,
while actively engaging with all his customers
throughout the day
● Uses a notebook to track his transactions and keep a
record
● Sometimes keeps a record of transactions/credit on
customer’s Whatsapp chat as well
● Uses Whatsapp regularly for chatting & sending offers
to his customers
● Does >20 sales per day
● Some sales are cash/UPI, some are credit
● Is NOT GST registered; doesn’t feel the need to
create & share invoices with his customers, unless a
customer asks for it
● Santosh’s warehouse/office is located in Pune,
Maharashtra
● He visits the office regularly and has a keen eye on
the inventory loading, unloading and management
● Uses Tally for accounting, has a part-time
accountant to keep a record of all transactions
● Uses Whatsapp to communicate with his clients,
send estimates and share upcoming offers
● Does 5 sales per week
● Most of the sales are on credit
● Is GST registered
● Shares invoices to most of his clients; Wants to limit
the amount of tax (income/GST) he pays to users,
hence prefers kaccha bills & transactions paid in
cash

Bill creation by SMBs is low because of below probable
reasons:
1. Low intent or motivation
2. Unable to figure out benefits of digital billing
3. Very habituated to paper billing
4. Difficult to understand the UX
5. Feels like a long process to add items and parties data before
creating bill for them
Problem
Statement
What changes would you make in the MyBillBook app to
push SMEs to make 100% of their bills on the platform?

Sales completion User Journey:
Sale (A) -> Recording on Paper/Tally (B) -> Creating an invoice (C)
A to B = low dropoﬀ
B to C = high dropoﬀ
Invoice creation is NOT second nature to SMBs
But recording a sale is → that is how they do bookkeeping!
Bookkeeping also includes recording purchases

Creating an Invoice Recording a transaction
Low frequency High frequency
Change expectation
Low intent High intent
Unclear beneﬁts Important for
bookkeeping

What would drive SMBs to actively record
100% of their transactions on MyBillBook?
Rephrasing the problem statement from business POV to customer POV
Existing Problem
Statement
push SMEs to make 100% of their bills on the platform?
push SMEs to record 100% of their transactions on the
platform?
New Problem
Statement
Final Problem
Statement

What would drive SMBs to actively record 100% of
their transactions on MyBillBook?`
Key Drivers of MBB adoption
● Product functionality
○ Instant generation of invoices
○ All-in-one Payment
● Ease of use
○ Simple UX
○ Single source of truth
Key Drivers of MBB adoption
● Product functionality
○ Instant generation of invoices
○ Payment solution
○ Security of data
● Ease of use
○ Simple UX
○ Single source of truth
● Service availability
○ Run anywhere - on mobile & web
○ Cloud data sync
● Comprehensive value proposition

North Star Metric
% increase in number of
transactions recorded per user
per month
Total number of
transactions
recorded per week
M1, M2 retention
L1 Metrics
Objective To optimize for a user returning back to MBB and slowly shift all their
bookkeeping to MBB
1. Informed onboarding
2. Faster, easier & familiar bookkeeping
3. Retention in MyBillBook ecosystem
New sessions
per user per
week
L2 Metrics
Number of sales
recorded per user
per week
Newly added
users per week
DAU:MAU
For 20% billing group & for 80% billing group
Number of
purchases recorded
per user per week

User Journey: Onboarding (1/N)
User thinking & feeling: Why is this app
asking for Whatsapp permission? Why is it
needed right now?
Suggestion: If Whatsapp notifications are for
Payment reminders & overdue invoices only
then this should be shifted to AFTER the user
has created their first invoice
Outcome: Reduce onboarding friction
PS: Is it even required to ask for Whatsapp
permissions? Swipe doesn’t ask for Whatsapp
permissions
1. Select language
2. Enter mobile number
3. Whatsapp notifications
Informed onboarding

For business type:
Suggestion: Onboarding checkout
ﬂow can be customised (POS vs
User-ﬁrst billing for Retailer vs
Wholesaler/distributor)
Outcome: Reduce friction during
billing with a process familiar to the
user
1. Select language
4. Select business type
Informed onboarding

For billing behaviour:
User thinking & feeling: Why does it
matter how i do my bookkeeping?
Suggestion 1: There could be a prompt
(like on PC) when user selects Tally (or
other app) that their data can be
imported;
1. Select language
5. Select past billing behaviour
🤔 Do you know? You
can import your data
from Tally for easier
bookkeeping, analytics
and reports
Suggestion 2: This should also be a part of onboarding ﬂow for users
selecting Tally (or other app)
While creating ﬁrst invoice, there should be a prompt that the user can
import their data, and subsequent steps if the user chooses to do so
Outcome: Quick understanding of advanced features, and easier
(more familiar) invoice creation process
Informed onboarding

GST registered:
Why is the app asking me if i am GST
registered? Does it share my data with
IT department?
Suggestion: User could be sceptical of
answering correctly, believing their data
might be recorded
There should be a prompt saying that the
data is encrypted and safe while the user is
selecting the correct option
Outcome: Correct answer by user, better
understanding of user persona
1. Select language
6. GST registered?
7. Industry
Informed onboarding

Select bill format:
Why am i being shown this? There are
too many options to choose from
Suggestion: Too many options, increases
cognitive load
Can be shifted to when the user has
reached the step “Create invoice”, after the
user has input all required details
Skip this step and go directly to: Record
a sale
Outcome: Less onboarding friction
1. Select language
6. GST registered?
7. Industry
8. Select bill format
Informed onboarding

1. Select language
6. GST registered?
7. Industry
9. Bill creation starts
Bill creation (Part 1/2):
I clicked on generate bill but it asked
me to enter party details
Then I clicked on generate bill and
then it asked me to enter amount
Suggestion: The next step is not
obvious
Create invoice prompt is blue, but
clicking on it will give an error and ask
to enter party name/amount
Informed onboarding

1. Select language
6. GST registered?
7. Industry
Bill creation (Part 2/2):
Suggestion: The button text should update based on
user action
Before adding party name:
Next: Add party name | Scan barcode
While adding party name:
Next: Enter item details | Enter total amount
After adding item details:
Next: Finalise total amount
After adding total amount:
Next: Collect payment | Generate bill with payment link
Outcome: Less cognitive load; keeping the user in
the flow; letting the user choose “Add items”;
making the next step obvious
Based on this selection (and if the
user completes the invoice using
this selection), use counter POS
flow after a user clicks on "Record
a Sale" on homescreen
(dashboard) instead of the current
flow of user-first billing
Informed onboarding

1. Select language
6. GST registered?
7. Industry
10. Party name
Party Name:
I am adding the number of my
customer, but unable to ﬁnd them
even after allowing access to my
contact book
Suggestion 1: Should be number
searchable
Suggestion 2: Prompt that bulk upload
is an option (only for non-paper users)
Outcome: Easier and faster invoice
creation process
Informed onboarding

1. Select language
6. GST registered?
7. Industry
10. Party name
11. Add items
Add items:
Writing details of each item in my
inventory is a humongous task. If
only there was an easier way
Suggestion 1: Prompt to scan item
using barcode
Suggestion 2: Prompt that bulk
upload is an option (only for
non-paper users)
Suggestion 3: Can be highlighted in
FTX, as both features are already
available in the app, although isolated
Outcome: Easier, faster & more
familiar invoice creation process
Optional step
Bulk upload Or scan Barcode ||||
Informed onboarding

1. Select language
6. GST registered?
7. Industry
10. Party name
11. Add items
12. Enter Total amount
Total amount:
I want to add that i have received the
amount but i cant see the option
Suggestion: It looks like enter amount is
the last step, even though that is not the
case
Enter Received amount not visible due to
keyboard;
Change button text after user adds total
amount:
Next: Collect payment | Generate bill with
payment link
Outcome: Less diﬀerence between
expectation (adding received amount) and
perceived outcome; less friction
Optional step
Informed onboarding

1. Select language
6. GST registered?
7. Industry
10. Party name
11. Add items
13. Collect payment
1. My customer wants to pay me through UPI, but no option
available in the app. Do i need to use my phonepe UPI or
will the payment link (shared after invoice creation) already
have it?
2. Even though I sent the payment link to customer (on
invoice screen), i haven’t received the payment
Challenges:
1. Currently there is no hand holding for a ﬁrst time user to
add bank details/UPI. Users have to discover it themselves
in the app
2. And that on sending payment link on invoice screen, seller
is unaware that buyer is unable to pay because the seller
has not added their UPI details
Suggestion: Add “Collect payment” ﬂow in invoice creation
& FTX
Optional step
Suggested step
Informed onboarding

1. Select language
6. GST registered?
7. Industry
10. Party name
11. Add items
13. Collect payment
Suggestion: Add “Collect payment” ﬂow in invoice creation
& FTX with following options:
1. Ask user to add & verify UPI ID or bank details -> this adds a
QR code (on this “Collect payment” screen) from next bill
generation process
2. Share payment link
3. Enter amount received
Text on Bottom Blue Button: Generate bill
Outcome: Matching user & customer expectations for
checkout, ease of use, more meaningful onboarding
Optional step
Suggested step
Informed onboarding

1. Select language
6. GST registered?
7. Industry
10. Party name
11. Add items
13. Collect payment
14. Create invoice
Create invoice:
If i create an invoice, am i liable to
pay GST?
I rather create a kaccha bill and
send to my customer because i do
not want to pay GST
Call out that user can create bill
with & without GST, and that the
data is only visible to them -> solve
kaccha bill problem
Optional step
Suggested step
Informed onboarding

1. Select language
6. GST registered?
7. Industry
10. Party name
11. Add items
13. Collect payment
14. Create invoice
Create invoice:
I want to change the look of my
invoice
Show available invoice formats for
real time understanding of how the
ﬁnal invoice would look
Optional step
Suggested step
Back button leads to edit invoice inputs
Remove “Pallette” button
Edit button leads to edit invoice format,
template, design
Informed onboarding

User Journey: Onboarding (15/15)
1. Select language
6. GST registered?
7. Industry
10. Party name
11. Add items
13. Collect payment
14. Create invoice
15. Bill creation ends
16. Onboarding ends
Create invoice:
After ﬁnalising the invoice, to send
it to my customer, i have to click
through multiple times (Send
payment link → Select whatsapp or
whatsapp for business → select
customer name → click send
One click send to customer on
whatsapp (without needing multiple
click throughs)
Outcome: Faster invoice
completion
Optional step
Suggested step
Informed onboarding

User Journey: Dashboard (1/N)
After onboarding ends, the user is thrown on the first page
and is pretty clueless on what to do next
Suggestion 1: FTX to highlight the use of each button: All buttons
that are visible
Suggestion 2: Rotating banner on top of home screen to
complete tasks that are incomplete: example 1) complete
business profile, 2) add bank details, 3) record 5 transactions to
see graphs, 4) add more items, 5) add more parties, 6) customise
invoice, etc
Suggestion 3: Add milestones for users to complete
● Milestone 1: Record 5 sales
● Milestone 2: Record 5 purchases, etc
Outcome: Keep users in the flow; Make the next step obvious
Faster, easier & familiar bookkeeping

Payment in:
Why haven’t all my older invoices been cleared? Are my customers
not paying me money on time?
Suggestion: Prioritize older invoices when clearing received payments
I sent a Proforma Invoice to a customer, and now he is paying me
money to ﬁnalise the sale. Why can’t i see this proforma invoice while
clearing customer payment?
Suggestion: Add a section PROFORMA INVOICE, just like current
INVOICE section: Option to select proforma invoice on this screen and
autoconvert it to an invoice with payment amount received
Outcome: Reduce friction; Keep users in the ﬂow

Purchase:
I have this receipt of purchase with me, but i still am having to
manually type all the details on MyBillBook
Suggestion: Option to upload purchase bill and autoscan items,
amount, party details, update stock, etc
Feature already available in app, needs to be linked here
Outcome: Reduce friction
Scan purchase receipt

Ease of use; Frequency of use
Suggestion 1: Record a SALE:
Change job to be done from “Create Invoice” to “Record A Sale”
Increases usage - for bookkeeping (high frequency use) rather than
creating an invoice (low frequency use)
Suggestion 2: Checkout by default
For kirana users: Make Checkout POS to be the ﬂow for recording a
sale
ie Barcode scan → Add Party → Other charges/discount → Collect
payment → Share Invoice
Outcome:
● Increases usage - for bookkeeping (high frequency use)
rather than creating an invoice (low frequency use)
● Easier, faster & more familiar invoice creation process
Record A Sale

Record A Sale
User Journey: Dashboard (5/5)
Dashboard is less of a dashboard and more of a transaction list
All reports are very texty; no analytics present
Suggestion: Analytics
● Show graphs in first tab instead of transaction list; Add a second
tab for transaction list
● Insightful reports for better decision making - streamline expense
tracking & improve cash flow
● Graphs should be used to show Sales, Expenses, Profit,
Customers, etc
○ Month Overview: Sales vs Purchase
○ Category-wise Sales
○ Payment-in modes distribution
○ Expenses
○ Top performing products
○ Top customers
Outcome: keeping user in the flow; helping users with decision
making; increasing app usage
Record A Sale
Dashboard Transactions

User Journey: Party
I have a lot of customers saved on Vyapar,
Tally. How can i add them here in bulk?
Suggestion: Import Data
For non paper users: Highlight that data can be
imported from Tally/Vyapar, etc based on
earlier selection of Tally, Vyapar, Marg, etc
Outcome: Less friction; making user aware
about advanced features
Upload Party details in
bulk

User Journey: Items (1/N)
It is too cumbersome to add new items
Suggestion: Add new item using barcode
Prompt to scan item using barcode
Option already there, needs to be highlighted in
suggestions
Star: Opportunity to utilise Product library
which is currently an underused feature
scan Barcode ||||

It is too cumbersome to add new items. I
already have items in Tally, Vyapar. I dont
know how to do that here
Suggestion: Incorporate adding items in
bulk in FTX, AFTER user creates ﬁrst invoice
For non paper users: Highlight that data can be
imported from Tally/Vyapar, etc based on
earlier selection
You can also import item list
from Marg
Done

It is very time taking to add new products
Suggestion: Suggest autocomplete based on user input from
items in Product library
I want to add a picture for this product. I want to add a
category for this product.
● Pic upload & category selection options are there but
hidden in the third tab
● Turn this into a single page form with open/close arrow
Adding a category is very time consuming.
Should suggest autocomplete based on previously
suggested item names & user input
I dont know where to add stock count of this item, or if there
even such an option in this app
Text on Bottom blue button:
Add stock | Skip and Save

User Journey: Items (4/4)
I don’t come to know when my item is low on
stock
● Check by default on “Item creation page”
● Suggest number based on business type/
measuring unit (unit, box, lot)
When i want to update my item stock, i cant
save it
SAVE button position ﬁxed; hides when
keyboard pops up; button should move with
keyboard
Outcome: Less friction; keeping user in the
ﬂow

User Journey:
MBB - A Comprehensive Solution (1/N)
Day-to-day challenges faced by SMBs: Availability of capital
Suggestion: Payment Solution
● All-in-one QR (Assumption: MBB doesnt get to know when the
payment is complete if the user pays it directly to user’s UPI ID,
hence creating issues in reconciliation)
● Payment collected by MBB, then transferred to user account
● Instant Settlement
Managing cashﬂow
Suggestion: Option to add multiple bank accounts
Manage payments seamlessly across multiple bank accounts of the
same user
Retention in MyBillBook ecosystem

Day-to-day challenges faced by SMBs:
Availability of credit
Suggestion: Lending solution
● Provide easy access to credit for SMBs -
MBB would already have the transaction
data of users and can calculate their
credit score
● Incentivise good bookkeeping habit:
Better interest rates given based on good
bookkeeping
User Journey:
Desk Research
● Despite contributing more than
37.5% of India’s GDP, MSMEs
face signiﬁcant challenges
when it comes to borrowing
cash from legacy FIs
● Huge market: Lendingkart Has
Made Borrowing Easy For
150K+ MSMEs

User Journey:
Day-to-day challenges faced by SMBs:
Customer management
Suggestion: Provide a comprehensive
CRM solution:
● Manage customers in one place -
SMS/ whatsapp/ email
● Lead management
● Create customised campaigns
based on customer personas
● Inventory management based on
customer order history and trends
● Remarketing

Day-to-day challenges faced by SMBs: Need to use
different solutions for different needs
Suggestion: Create a Self sustaining Ecosystem
● Neobank - Automated accounting & bookkeeping
● Separate accounts for personal vs business
expenses
● Easier to implement payment solution
● Easier to implement lending solution
● Safe & secure
● Help SMBs in tax filing
User Journey:
MBB - A Comprehensive Solution (4/4)

Reports &
Analytics Invoicing Paper2Digi CRM Security Credit
ecosystem
Ideal User Journey with MBB

Category Phase Solution R I C E
RICE
Score
Prio
rity
Quick Win Bookkeeping Change button text from "Bill/Invoice" to "Record A Sale" 1 2 1 0.5 4.0 1
Quick Win Onboarding Prompt to show that parties can be bulk uploaded 0.5 3 1 0.5 3.0 2
Quick Win Onboarding Prompt to show that items can be bulk uploaded 0.5 3 1 0.5 3.0 3
Quick Win Onboarding Highlight bulk upload and barcode scan in FTX 1 3 0.8 1 2.4 4
Quick Win Onboarding Change button text based on user's current position in the ﬂow 1 2 1 1 2.0 5
Quick Win Onboarding Make "party name" number searchable 1 2 1 1 2.0 6
Quick Win Bookkeeping Modify "add new item" screen to include open/close arrow 1 2 0.8 1 1.6 9
Quick Win Onboarding Change in onboarding ﬂow to show how to import data 0.5 3 1 1 1.5 10
Quick Win Onboarding Prompt to scan item using barcode 0.3 2 1 0.5 1.2 11
Quick Win Bookkeeping Suggest autocomplete of item name 0.5 2 1 1 1.0 12
Big Bet
Retention in
ecosystem Payment Solution 1 2 1 2 1.0 14
Big Bet Bookkeeping Rotating banner on top screen 1 2 0.8 2 0.8 18
Quick Win Bookkeeping Add in FTX: bulk upload of items in Items section 0.5 2 0.8 1 0.8 19
Prioritization of solutions - Top 10
Check the full list here

Next steps - Initiate feature development as per RICE
- D1: Small rollout (5 cities, Mobile users only, 20%
of users)
- Track L2 metrics daily
- D7: Feedback & Iteration
- D15: BAU rollout of Quick wins
- D30: Track L1 metrics
- D30: Feedback & Iteration
- D44: BAU Rollout

Thank you!
You can reach out to me at
mehvish.quadri10@gmail.com

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