SMAART Find — Complete Business Model
Project: SMAART Find
Version: 4.1 -- Post-Audit Updated Blueprint
Last Updated: June 2026
Audit Basis: audit-report.md (June 2026) -- All critical gaps resolved, recommendations incorporated.
TABLE OF CONTENTS
- Executive Summary
- Vision & Mission
- The Problem We Solve
- Platform Overview
- Stakeholder Value Propositions
- Core Differentiators
- 6.1 5-Slot Dynamic Queue
- 6.2 Radius Expansion (1 -> 3 -> 6 -> 9 km)
- 6.3 Mutual 10-Attribute Reputation
- 6.4 Pre-defined Task + 3 Custom Lines
- 6.5 Applicant Category Max 2
- 6.6 8-Language Grandma UI + Voice
- 6.7 Only Two Ad Types (Normal / Urgent)
- 6.8 Area Caption Agent Network
- 6.9 Digital Recruitment + QR Applicant ID
- 6.10 Edge Cases & Guardrails
- Business Model Canvas
- Revenue & Unit Economics
- Trust & Verification Infrastructure
- Technology Stack (Bootstrap)
- Viral Growth & GTM
- Market & Competition
- SWOT Analysis
- Implementation Roadmap
- Risk Mitigation
- Financial Projections
- Appendices
1. EXECUTIVE SUMMARY
SMAART Find is a hyperlocal, trust-first, two-sided marketplace connecting employers (households, small shops) with blue-collar job seekers within 1 km -> 3 km -> 6 km -> 9 km radius.
Key innovations:
- Dynamic 5-slot visible queue (unlimited waiting list)
- Mutual 10-attribute 5-star reputation
- 8 Indian languages + voice guidance (95% population coverage)
- Pre-defined task-based job posting + up to 3 custom lines (50 words each)
- Area Caption Agent network for non-literate applicants
- Optional Replacement Guarantee (Rs.500 to AJNM, Rs.100 refund per failed replacement, max Rs.300)
- Digital QR Applicant ID (cryptographically signed, printable A4 sheet)
Bootstrapped on Google Apps Script + Sheets -> Rs.0/month until 10k+ users.
| Metric | Value |
|---|---|
| Normal ad | Rs.99 + GST (Rs.117) |
| Urgent ad | Rs.198 + GST (Rs.234) |
| Ad duration | 27 days |
| Visible applicants per ad | 5 (dynamic queue) |
| Radius expansion | 1 -> 3 -> 6 -> 9 km |
| Supported languages | 8 + English (voice in all) |
| Applicant registration | Free (self) / Rs.100 (agent-assisted) |
| Applicant category limit | Max 2 |
| Infrastructure cost (MVP) | Rs.0/month |
| Breakeven | ~1,000 ads/month |
2. VISION & MISSION
Vision -- Every job a walk away, every hire a neighbour you can trust.
Mission -- Democratise dignified, nearby work for 400M+ informal workers in their own language.
Core Ethos
- Trust before transactions
- Simplicity as a superpower (grandma-friendly)
- Hyperlocal as a moat
- Language is never a barrier
3. THE PROBLEM WE SOLVE
For Employers
| Pain | AJNM Solution |
|---|---|
| Unreliable word-of-mouth | Digital discovery + verified profiles within walking distance |
| Flooded with irrelevant CVs | Max 5 visible at once -- quality over quantity |
| Fear of strangers | Aadhaar-verified badges, mutual ratings |
| Agent fees Rs.500-2000 | Flat Rs.99/198 ad fee -- no placement cut |
| No worker reliability data | Star ratings from previous employers |
| Takes weeks to hire | 5-slot system -> average hire <72 hours |
| Hard to write job descriptions | Pre-defined task templates (1 tap) + optional 3 custom lines |
| Language barrier | Interface in employer's language -- applicant sees translated version |
For Applicants
| Pain | AJNM Solution |
|---|---|
| No digital presence | 2-minute profile with selfie + skill cards |
| Middleman exploitation | Direct connect, employer ratings visible |
| Long commutes for low wages | Jobs only within 1-9 km |
| Fear of bad employers | Employer star ratings + verified ID |
| Illiteracy / digital fear | Voice-guided 8-language UI, picture cards |
| Paid portals unaffordable | 100% free for applicants |
| Irrelevant jobs | Only jobs matching their chosen 2 categories |
4. PLATFORM OVERVIEW
+----------------------------+
| A JOB NEAR ME (AJNM) |
| Trust + Queue Engine |
| 8 Indian Languages |
+----------------------------+
^ ^ ^
/ | \
+-----------+ +------+------+ +-----------+
| EMPLOYERS | |AREA CAPTION | | APPLICANTS|
| pay Rs.99 | | AGENTS | | FREE |
| or Rs.198 | |(assist non- | | or Rs.100 |
| post ads | | literate) | | (via agent)|
| see 5 max | | earn Rs.100 | | apply to |
| (queue) | | + placement | | max 2 cats|
+-----------+ | fees | +-----------+
+------+------+
|
+------v------+
| MUTUAL 5-STAR|
| RATINGS + QR |
+-------------+
4.1 Core Loop (Digital Path)
- Employer registers -- selfie with GPS auto-embedded (lat/lng stored) -> gets Employer ID.
- Posts a job -- selects task template -> adds up to 3 custom lines (optional, <=50 words each) -> chooses Normal (Rs.99) or Urgent (Rs.198) -> pays.
- Job goes live -- radius starts at 1 km, expands to 3 -> 6 -> 9 km if unfilled.
- Applicants nearby see job only if job category matches one of their 2 selected categories -> tap "Apply" (free).
- Employer sees max 5 visible applicants -- sorted by verified badge, rating, distance.
- Reject -> next from queue promoted instantly.
- Shortlist (max 3) -> frees a slot.
- Hire -> sends digital offer (Recruitment Job Code).
- Applicant accepts -> recruitment complete, job closed, placement record created.
- Physical verification -- applicant shows printed QR Applicant ID (only QR + AJNM ID visible on paper). Employer scans -> sees name, age, rating, verified badge.
- End employment -- either party taps "End Employment" -> other party has 48h to Confirm or Dispute.
- Confirmed: Rating window opens (72h for resignation, 7 days for 90-day auto-trigger). Placement status -> Closed.
- Disputed (Contested): Case enters AJNM Dispute Queue. Neither party can rate until resolved. AJNM support reviews within 72 hours. Resolution: uphold / overturn / mediate. Both parties notified of outcome.
- No response (48h): Auto-confirmed. Rating window opens.
- Rating -- 10 attributes each (1-5 stars). Blind mutual reveal after both submit or window expiry.
- Literate applicant rates employer directly.
- Illiterate: employer rates applicant; agent contacts worker and rates employer on worker's behalf (labelled "Agent-Assisted").
4.2 Agent-Assisted Path (for non-literate applicants)
- Applicant pays Rs.100 to agent.
- Agent registers applicant via Agent App -- enters details, takes selfie with GPS, scans Aadhaar QR or manually inputs Aadhaar number, name, DOB, address (age auto-calculated), selects categories verbally, asks applicant to choose Monthly Salary OR Task-Based Monthly Cost (agent explains both options). Residence GPS auto-captured. Collects 2 referrals (family members with name + contact; non-family referrals require consent).
- Profile gets "Agent-Assisted" badge, linked to Agent ID.
- Matching engine -- when an employer in agent's GPS territory posts a matching job, agent receives notification. Agent cannot browse jobs -- only sees recommended matches.
- Agent contacts applicant, coordinates interview.
- Placement:
- Agent placement fee: Employer pays agent Rs.500 directly (both upload payment screenshot as proof). This is the standard fee for ANY agent-mediated placement. Agent is DEFAULT bound to provide up to 3 free replacements within 90 days if the worker leaves.
- Replacement Guarantee (optional employer add-on): Employer pays Rs.500 to AJNM for the guarantee protection. Under this guarantee:
- Agent must still provide 3 replacements. If agent fails to replace -> agent pays Rs.100 penalty per failure to AJNM.
- AJNM refunds Rs.100 per failure to the employer.
- Max employer refund: Rs.300 (3 failures x Rs.100). Max agent penalty: Rs.300.
- AJNM always retains the Rs.500 guarantee fee (net neutral after refund + penalty collection).
- Without guarantee: Agent is still obligated to try replacing but there is no financial penalty mechanism. Employer accepts the risk of unreplaced churn.
- Agent penalty auto-deduction: Penalties auto-deducted from agent's pending earnings. Agents with negative balance cannot accept new placements until cleared. Capped at -Rs.500.
- Employer SOS -- if worker disappears without notice, employer taps SOS -> agent can reopen the original ad (free) and reapply with new applicants.
- Rating -- at 90 days or termination. 10 attributed ratings (1-5 stars each). Agent rates employer on worker's behalf using structured questionnaire.
4.3 Job Card (Applicant / Agent View)
+--------------------------------------------------+
| JOB ID: JOB-00103 [URGENT] |
| Employer Rating: ***** (4.7) |
| EXPECTATIONS: |
| Cooking & cleaning for family of 4. |
| (custom) Must know vegetarian cooking. |
| (custom) Should have own two-wheeler. |
| SALARY: Rs.6,000 - Rs.8,000/month |
| EXPECTED TIMINGS: Mon-Sat, 8:00 AM - 12:00 PM |
| NEARBY LANDMARK: Near Patel Nagar Metro |
| WORK LOCATION: B-42, Patel Nagar, Delhi-110008 |
| MEETING TIME: Mon-Sat, 10:00 AM - 12:00 PM |
| [ APPLY ] |
+--------------------------------------------------+
Agent sees additional badge: "Applicants in your pool: 3 matching."
One-time apply -- cannot re-apply. Agent applying gets popup confirmation.
4.4 Employer Applicant View (Queue)
+--------------------------------------------------+
| APPLICANT ID: APP-00042 [VERIFIED] |
| Rating: ***** (4.7) |
| EXPERTISE: Domestic Help, Cooking |
| EXPERIENCE: 3 years (6 placements via AJNM) |
| PAYMENT PREFERENCE (applicant's choice): |
| — Monthly Salary: Rs.6,000 - Rs.8,000 |
| (OR for task-based applicants): |
| — Task Costs (per month): |
| Cleaning & Sweeping: Rs.1,000 |
| Washing Dishes: Rs.1,000 |
| Washing Clothes: Rs.1,000 |
| NEARBY LANDMARK: Near Shiv Mandir, Karol Bagh |
| [ HIRE ] |
+--------------------------------------------------+
Employer sees max 5 visible at once, plus separate Shortlist tab (max 3).
4.5 Core Metrics (Both Paths)
| Metric | Digital Path | Agent-Assisted Path |
|---|---|---|
| --- | --- | --- |
| Applicant registration | Free. Selfie with GPS auto-captured. 2 family referrals with name + contact. | Rs.100 (paid to agent). Agent takes selfie with GPS. Residence GPS auto-captured. Agent collects 2 referrals. |
| Aadhaar verification | QR scan OR manual input (Aadhaar number, name, DOB, address; age auto-calculated) | Agent scans QR OR manually inputs Aadhaar details |
| Employer ad cost | Rs.99 (Normal) / Rs.198 (Urgent) | Same |
| Employer placement fee (agent-mediated) | Rs.0 | Rs.500 to agent (direct, screenshot proof). Agent DEFAULT bound to 3 replacements within 90 days. |
| Employer guarantee fee (optional) | Rs.500 to AJNM | Rs.500 to AJNM |
| Agent replacement obligation | N/A | DEFAULT: 3 free replacements within 90 days. With guarantee add-on: Rs.100 penalty per failure (paid to AJNM, refunded to employer). Max Rs.300 penalty. |
| Agent replacement obligation (no guarantee) | N/A | Agent is still obligated to try replacing but no financial penalty. Employer accepts churn risk. |
| Average time to apply | 2 minutes | 5 minutes (agent-mediated) |
| Verification rate | 25% (self-verified) | 80% (agent-assisted) |
| Target user | Literate, owns smartphone | Non-literate, may not own smartphone |
| GPS capture | Selfie embeds lat/lng at employer/applicant location | Agent takes selfie at applicant's location with GPS embedded |
| Rating method | 10 attributed ratings (1-5 stars each) after 90 days or termination | Same. Agent rates employer on worker's behalf (10 attributes) |
5. STAKEHOLDER VALUE PROPOSITIONS
5.1 For Employers -- "The Best Deal Because..."
| What they get | Why it's unbeatable |
|---|---|
| Flat Rs.99 or Rs.198, 27 days | Cheapest verified hiring channel in India. No placement fee. No hidden cost. |
| Pre-defined task templates | No writing job descriptions -- just pick the task (Cook, Driver, etc.). Description auto-generated in 8 languages. |
| Only 5 profiles at once | Zero overwhelm. Decisions are fast. No CV hoarding. |
| Ranked by trust + distance | Best candidates surface first. Verified faces. Known ratings. |
| Employer reputation score | Good employers attract better applicants. Bad actors get filtered out. |
| Shortlist without losing a slot | Keep a pool of 3 for interview while still seeing new candidates. |
| One-tap call | Tap to dial directly from the app. No copy-paste of phone numbers. |
| Queue preview | "12 applicants waiting" -- know the pipeline depth. |
| Urgent ad option | For Rs.198, gets priority placement and highlighted badge. Faster hiring when needed urgently. |
| Agent-coordinated placement | For Rs.500 (paid to agent at hire), get a pre-screened, agent-vetted candidate with interview coordination. Agent is DEFAULT bound to provide 3 free replacements within 90 days. Still cheaper than traditional agents (Rs.1000-5000). |
| Guaranteed Placement add-on (optional) | For Rs.500 to AJNM, employer gets financial protection: if agent fails to provide a replacement, employer gets Rs.100 refund per failure (max Rs.300). Agent pays Rs.100 penalty per failure to AJNM. Cheaper than re-hiring: 3 replacements via guarantee = Rs.500 (one-time) vs. Rs.1,500 in agent fees without it. Breakeven at just 1 replacement. |
| Ad auto-expiry | No cleanup needed. System closes after 27 days. Repost in one tap. Ad auto-expires from applicant display as soon as employer confirms hire for that Ad ID. |
5.2 For Applicants -- "The Best Deal Because..."
| What they get | Why it's unbeatable |
|---|---|
| 100% free, forever | No subscription, no commission, no placement fee. |
| 8 Indian languages + voice | Use the app entirely in Hindi, Bengali, Telugu, Marathi, Tamil, Gujarati, Kannada, or Malayalam. Voice reads every screen. |
| Only relevant jobs | See jobs only from your chosen 2 categories. No noise. No irrelevant listings. |
| Verified identity badge | Aadhaar-backed verification makes them stand out in the queue. |
| 10-attribute reputation | Ratings from past employers on 10 specific attributes build a permanent, portable reputation. |
| Jobs within walking distance | 1-9 km only. No long commutes. Save time and money. |
| Employer ratings visible | Avoid bad households/shops before applying. |
| "Under Processing" transparency | Know you are in the queue, not ignored. |
| Voice + picture UI | No reading required. Works on Rs.5000 phones. |
| Direct employer call | No middleman. No agent commission. |
| QR Applicant ID | Printable A4 identity card. Scan to verify. Professional, portable. |
| Own payment preference | Choose Monthly Salary OR Task-Based Monthly Cost -- whichever suits your work. Employers see your chosen format. Transparent pricing. |
| 2 family referrals | Trust signal for employers. |
5.3 For the Platform (AJNM) -- "The Best Deal Because..."
| What the platform gets | Why it's sustainable |
|---|---|
| Revenue from day one | Every ad is paid. No freemium dependency. Two clear price points. Guarantee add-on at Rs.500 where AJNM always nets Rs.500 regardless of outcome. Maid agency B2B tier at Rs.80/ad. |
| Asset-light operations | No inventory, no vehicles, no offices needed. |
| Viral geography lock-in | Density in a pincode creates a self-reinforcing network effect. |
| 8-language moat | Competitors support 1-2 languages. AJNM's 8-language voice-guided UI is a massive barrier. |
| Reputation data moat | Verified ID graph + rating history is extremely hard to replicate. |
| Zero infrastructure cost | GAS + Sheets = Rs.0/month until 10,000+ users. |
| Simple pricing = simple operations | Only 2 ad types. No confusing tiers. Easy to manage, easy to explain. |
| Category-based matching | Reduces noise, increases conversion, improves both sides' experience. |
5.4 For Investors/Partners -- "The Best Deal Because..."
| What they see | Why it's compelling |
|---|---|
| Massive TAM | 400M+ informal workers. 60M+ urban households. 8 major language markets. |
| Proven marketplace model | Uber-for-X applied to India's largest unorganized sector. |
| Capital-efficient | Bootstrappable to 10,000 paying employers without funding. |
| Defensible moat | Hyperlocal density + verified reputation graph + 8-language voice UI. |
| Clear monetization | Rs.99 Normal / Rs.198 Urgent. Rs.500 guarantee add-on (AJNM always nets Rs.500). Rs.80/ad B2B maid agency tier. Rs.299-499/month employer subscription. Clean, scalable, diversified. |
| Regulatory tailwinds | Government push for formalization, digital identity, skill India, language inclusion. |
6. CORE DIFFERENTIATORS
6.1 The 5-Slot Dynamic Visibility Queue
This is AJNM's signature innovation. It is not a limit of 5 total applicants. It is a live moving window of 5 into an unlimited queue.
WAITING QUEUE (Under Processing)
+--------------------------------------------------------+
| #6 | #7 | #8 | #9 | #10 | #11 | #12 | ... | #N |
+--------------------------------------------------------+
|
| (promoted when slot opens)
v
+--------------------------------------------------------+
| Slot 1 | Slot 2 | Slot 3 | Slot 4 | Slot 5 | VISIBLE |
+--------------------------------------------------------+
|
+--------+--------+
| |
[REJECT] [SHORTLIST]
slot opens, moves to Shortlist pool,
next promoted slot opens for next
Rules:
- At any moment, exactly 0-5 applicants have status "Visible" to the employer.
- All other applicants for that job are "Under Processing" (queued).
- The queue is sorted by: Verified Badge (Yes first) -> Star Rating (high first) -> Distance (near first) -> Application Time (early first).
- Reject -> applicant removed, top queued applicant promoted to Visible. Rate-limited: max 3 rejects per 5-minute window (cooldown message: "Take a moment to review").
- Shortlist -> applicant moves to a separate shortlist pool (max 3) and frees a slot. This lets the employer collect interview candidates without blocking the queue.
- Hire -> job closes, all pending applicants auto-notified. Ad auto-expires from applicant display immediately. If applicant has multiple pending offers, accepting one auto-declines all others. Declined employers notified: "Applicant accepted another offer."
- The employer never sees more than 5 fresh faces at once. This prevents decision paralysis, forces timely action, and gives every applicant a fair shot at being seen.
- Queue preview count:
waitingCount = totalApplications - rejectedCount - visibleCount - shortlistedCount. Shown to employer as "N applicants waiting."
Why this is viral:
- Employers feel urgency ("I must review or I block others").
- Applicants stay engaged ("I moved up in the queue!").
- The mechanic is inherently gamified and generates notification triggers.
6.2 Hyperlocal Radius Expansion Engine
Day 0-3: Radius = 1 km (hyperlocal, walkable)
Day 4-10: Radius = 3 km (neighbourhood-level)
Day 11-20: Radius = 6 km (extended neighbourhood)
Day 21-27: Radius = 9 km (wider catchment)
The radius auto-expands when:
- Zero applicants in the Visible/UnderProcessing queue for 24+ hours at the current radius.
- The job has been live for a threshold period without activity.
Why this is brilliant:
- Employers always see someone -- no "zero results" dead-end.
- As applicant density grows in a locality, matching gets tighter over time.
- It solves the cold-start problem organically.
6.3 Mutual 10-Attribute Reputation Economy
Instead of a single star rating, AJNM uses 10 attributed ratings for both employer and applicant. This provides granular, actionable feedback.
Applicant Attributes (rated by employer, 1-5 stars each):
| # | Attribute | What it Measures |
|---|---|---|
| --- | --- | --- |
| 1 | Punctuality | Arrives on time, completes work within agreed hours |
| 2 | Work Quality | Standard of work delivered |
| 3 | Honesty | Trustworthiness, no theft, truthful communication |
| 4 | Cleanliness | Personal hygiene, keeps work area clean |
| 5 | Communication | Clearly conveys issues, understands instructions |
| 6 | Reliability | Shows up consistently, doesn't disappear without notice |
| 7 | Efficiency | Completes tasks within reasonable time |
| 8 | Attitude | Polite, respectful, willing to learn |
| 9 | Skill Level | Actual competence in the job category |
| 10 | Overall | Would you hire this person again? |
Employer Attributes (rated by applicant or agent, 1-5 stars each):
| # | Attribute | What it Measures |
|---|---|---|
| --- | --- | --- |
| 1 | Pay Timeliness | Salary paid on time, every time |
| 2 | Respect | Treated with dignity, no verbal abuse |
| 3 | Work Hours | Working hours as agreed, no unreasonable overtime |
| 4 | Workload Fairness | Amount of work is reasonable for the pay |
| 5 | Communication | Clear instructions, approachable |
| 6 | Safety | Safe working environment, no hazards |
| 7 | Leave Policy | Reasonable time off when needed |
| 8 | Benefits | Food/tea provided, festival bonuses if any |
| 9 | Overall Treatment | Fair and humane treatment |
| 10 | Overall | Would you work for this employer again? |
How attributed rating works:
Rating screen (mobile):
+----------------------------------+
| Rate APP-00042 |
| |
| Punctuality: * * * * * (4) | <- Tap star to select
| Work Quality: * * * * * (5) |
| Honesty: * * * * * (5) |
| Cleanliness: * * * * * (4) |
| Communication: * * * * * (3) |
| Reliability: * * * * * (5) |
| Efficiency: * * * * * (4) |
| Attitude: * * * * * (5) |
| Skill Level: * * * * * (4) |
| Overall: * * * * * (4) |
| |
| Overall Rating: 4.3 / 5.0 |
| [SUBMIT] |
+----------------------------------+
- Each attribute is rated by tapping the star directly next to it. Auto-saved as tapped.
- User can navigate back/forward between screens without losing ratings.
- Overall Rating = average of all 10 attributes (rounded to 1 decimal).
- Once submitted, ratings cannot be edited (72-hour window applies).
Rating trigger: Auto-popup appears for both parties after 90 days of tenure OR after termination confirmation -- whichever is first.
| Party | Rates whom | When | How |
|---|---|---|---|
| --- | --- | --- | --- |
| Employer -> Applicant | 10 attributes (1-5 stars each) | After 90 days OR termination | Direct via app |
| Applicant -> Employer (Literate) | 10 attributes (1-5 stars each) | After 90 days OR termination | Direct via app |
| Agent -> Employer (Illiterate worker) | 10 attributes + comment (worker's words) | After 90 days OR termination; agent contacts worker | Agent submits via Agent App, labeled "Agent-Assisted" |
Blind mutual reveal: Neither party sees the other's rating until both have submitted, or the window expires. For 90-day auto-triggered ratings, the window is extended to 7 days since the worker is still employed.
Reputation is permanent and portable:
- An applicant's 4.7-star rating follows them across all jobs.
- An employer's 3.2-star rating is visible to every applicant before they apply.
- Bad actors cannot "delete and recreate" because identity is verified.
Agent credibility: Agents who consistently submit ratings that don't match placement outcomes (e.g., 5 stars for employers whose workers keep churning) get their credibility score reduced. Low-credibility agent ratings are weighted at 50% in employer score calculations.
Why this is viral:
- Workers build a career passport for the first time.
- Households compete to be "5-star employers."
- Ratings create social proof -- the #1 driver of word-of-mouth adoption.
6.4 Pre-Defined Task-Based Job Posting + 3 Custom Lines
Employers do not write job descriptions. They select a pre-defined task from a template library. This is a critical design choice:
Employer flow:
"What work do you need?"
[Pick a task card with picture]
-> Cook / Driver / Cleaner / Nanny / Salesperson / Office Helper / Security Guard
-> Task description auto-filled in employer's language
-> (Optional) Add up to 3 custom critical requirements (max 50 words each)
-> Confirm salary band (adjustable slider)
-> Choose Normal (Rs.99) or Urgent (Rs.198)
-> Pay -> Done
Why this is game-changing:
- Zero writing required for the base description. Grandma can post a job in 30 seconds.
- 3 optional custom lines let employers add specific needs ("must know vegetarian cooking," "should have own two-wheeler," "experience with elderly care required").
- Custom lines are word-limited (50 words each) to prevent verbose, unstructured job posts.
- Descriptions are standardized, professional, and available in all 8 languages.
- Job data is structured, enabling precise category-based matching.
6.5 Applicant Category Selection (Max 2)
During registration, every applicant selects up to 2 profession categories they want to work in. This is not a skill list -- it is a filter that determines which jobs they see.
Registration flow:
"What work can you do? Pick up to 2"
[Picture card grid]
+-----------+ +-----------+ +-----------+ +-----------+
|CLEANING | | COOKING | | LAUNDRY | |CHILDCARE |
+-----------+ +-----------+ +-----------+ +-----------+
| ELDER CARE| | DRIVING | | GARDENING | | SECURITY |
+-----------+ +-----------+ +-----------+ +-----------+
|HOUSEKEEPER| | PET CARE | | TUTORING | | HANDYMAN |
+-----------+ +-----------+ +-----------+ +-----------+
Applicant taps max 2 cards -> Done
Rules:
- Applicant selects exactly 1 or 2 categories (not zero, not more than 2).
- Job ads are only displayed to the applicant if the job's category matches one of their chosen categories.
- Categories can be changed later in profile settings (max 1 change per 30 days to prevent gaming).
- After category selection, applicant is prompted with a mandatory salary/cost preference screen:
This determines how the applicant's profile appears to employers:"How would you like to be paid? (Pick ONE)" [ ] MONTHLY SALARY Rs._____ to Rs._____ /month — OR — [ ] TASK-BASED MONTHLY COST Enter per-task charges (itemized): [Task name] Rs._____ /month [Add another task + rate] (up to 5 tasks) ⚠ Choose ONE only. Not both.- Monthly Salary applicants show a single salary range on the employer queue.
- Task-Based Cost applicants show itemized per-task pricing.
- This prevents: a driver seeing cook jobs, a salesperson seeing security guard jobs, etc.
Why this is brilliant:
- Applicants see only relevant work. No noise. Higher apply-to-interview conversion.
- Employers get only candidates who actually want that type of work. Less rejection, faster hiring.
- Reduced server load (fewer jobs to compute distance for).
- Creates focused labor pools per category in each pincode.
6.5.1 Domestic Work Categories — India
| # | Category | Specific Roles | Commonly Performed By |
|---|---|---|---|
| 1 | Cleaning & Maintenance | Floor sweeping & mopping, dusting, utensil washing, bathroom cleaning, garbage disposal. Includes part-time/hourly cleaner, live-out daily maid. | Women (mostly in homes), Men (hostels, offices, full-time staff, cleaning companies) |
| 2 | Cooking & Kitchen Work | Meal preparation (veg/non-veg), tiffin packing, kitchen organizing, pickling, masala grinding. Includes private chef for dietary/regional cuisine (halal, vegan). | Women (majority in homes), Men (full-time cooks, caterers, private chefs, large households) |
| 3 | Laundry & Ironing | Hand-washing, machine-washing, drying, ironing, folding, dry-cleaning coordination. Includes dhobi (doorstep laundry pickup/wash/iron/return). | Women (in homes), Men (dhobi ghats, ironing stalls, commercial dhobi) |
| 4 | Childcare / Nanny / Ayah | Bathing, feeding, tutoring, school drop/pickup, playing, putting to sleep. Infant care, early childhood development. | Women (predominantly), Men (rare -- male tutors/drivers) |
| 5 | Elderly / Disabled Care | Bathing, medication reminders, mobility help, companionship, feeding. Dementia care, physiotherapy assistance, overnight monitoring. | Women (home-based), Men (male elders, heavy lifting, nursing homes) |
| 6 | Driving / Chauffeur | School/office pick-drop, errands, family travel, vehicle cleaning, guest transport. | Men (close to 100%) |
| 7 | Gardening / Mali | Watering plants, lawn mowing, pruning, sweeping garden area, pet waste cleaning, pesticide spraying, plant nursery. | Men (dominant), Women (ornamental gardening, urban homes) |
| 8 | Security / Watchman | Gatekeeping, night patrol, package handling, log maintenance, CCTV monitoring, visitor logs. | Men (nearly universal) |
| 9 | Household Management (Housekeeper / Butler) | Supervising domestic staff, grocery inventory, vendor coordination, guest hospitality, staff scheduling, event management, table service. | Women (HNW home managers), Men (butlers in luxury homes/hotels) |
| 10 | Pet Care | Walking dogs, feeding, cage cleaning, bathing pets, training, grooming. | Men & Women (emerging category) |
| 11 | Tutoring / Governess | Homework help, subject teaching (English, math), full-time homeschooling, etiquette training, language coaching. | Women (young kids, governess), Men (older students, competitive exams, subject tutor) |
| 12 | Handyman / Small Repair | Plumbing, electric fixes, furniture assembly, wall painting, general household repairs. | Men (dominant) |
| 13 | Full-time Live-in Helper | All-in-one domestic worker: cleaning, cooking, childcare, laundry. 24/7 residential role. Common in metro cities, HNW households. | Women (vast majority) |
| 14 | Confinement / Postnatal Carer (Dai) | Mother & newborn care, postnatal massage, lactation support, infant feeding & bathing, light household duties during confinement period (typically 40 days). Traditional role in Indian households. | Women (traditional exclusive) |
| 15 | Personal Assistant / Valet | Packing bags, managing wardrobe, running personal errands, event coordination, travel arrangements. | Men (valet), Women (PA in urban HNW homes) |
ILO Data Note: Women dominate live-in, full-time domestic work across India (~80–90% of all domestic workers). Men are more common for driving, security, gardening, handyman, and commercial laundry. Cooking is split: women in private homes, men in large households or as private chefs. Childcare & elderly care overwhelmingly female. Confinement/Postnatal care is a traditional female-exclusive role in Indian culture.
6.6 Grandma-Friendly UI/UX (8 Indian Languages)
Design Principles:
+------------------------+------------------------+
| One action per screen | Picture cards, not text|
| Voice reads every page | 8 Indian languages |
| Minimum 48px buttons | High-contrast colors |
| Linear step-by-step | No menus, no hamburgers|
+------------------------+------------------------+
8 Language Support Matrix:
| # | Language | Script | Speakers (India) | Voice TTS |
|---|---|---|---|---|
| --- | --- | --- | --- | --- |
| 1 | Hindi | Devanagari | 52.8 Cr | Yes (Web Speech) |
| 2 | Bengali | Bengali | 9.7 Cr | Yes (Web Speech) |
| 3 | Telugu | Telugu | 8.1 Cr | Yes (Web Speech) |
| 4 | Marathi | Devanagari | 8.3 Cr | Yes (Web Speech) |
| 5 | Tamil | Tamil | 6.9 Cr | Yes (Web Speech) |
| 6 | Gujarati | Gujarati | 5.5 Cr | Yes (Web Speech) |
| 7 | Kannada | Kannada | 4.4 Cr | Yes (Web Speech) |
| 8 | Malayalam | Malayalam | 3.5 Cr | Yes (Web Speech) |
| * | English | Latin | Toggle available | Yes |
How it works:
- First screen: Language selection with flag/script cards. User picks their mother tongue.
- All subsequent screens: Rendered entirely in the chosen language.
- Voice guidance: Every screen has a speaker icon. Tapping it reads the screen aloud in the selected language using the browser's built-in Web Speech API (all 8 Indian languages are supported by modern browsers).
- Template descriptions: Every job task template has pre-translated descriptions in all 8 languages.
- Notifications: WhatsApp/SMS alerts sent in the user's language.
- Employer and applicant can use DIFFERENT languages. The platform translates job details across languages automatically.
Why this is a massive moat:
- Combined language coverage: 95%+ of India's population.
- No competitor supports more than 2-3 languages.
- Translating 15+ job templates to 8 languages with voice is a significant content investment that competitors cannot quickly replicate.
- Voice guidance in 8 languages makes the app accessible to the 250M+ Indians who cannot read.
6.7 Only Two Ad Types: Normal vs. Urgent
Simplicity is the ultimate sophistication. AJNM has exactly two ad types -- no confusing tiers, no feature gating.
| Ad Type | Price (excl. GST) | Price (incl. 18% GST) | What it does |
|---|---|---|---|
| --- | --- | --- | --- |
| Normal | Rs.99 | Rs.117 | Standard 27-day ad. Appears in applicant feeds sorted by distance + rating. |
| Urgent | Rs.198 | Rs.234 | 27-day ad. Gets a "URGENT" badge. Appears at the top of applicant feeds for the first 7 days. Highlighted with an orange border. |
The only difference: Urgent ads get priority visibility for 7 days. Everything else (5-slot queue, radius, duration, features) is identical.
Why this is powerful:
- Zero cognitive load for employers: "Normal or Urgent?" -- that's it.
- Urgent is exactly 2x the price of Normal -- easy mental math.
- No feature gating means all employers get the full experience regardless of price.
- Urgent ads generate higher revenue with zero additional platform cost.
- Simplicity drives conversion: fewer choices = faster decisions.
6.8 Area Caption Agent Network (Human Touch for the Non-Literate)
For the vast population of workers who cannot read or write but can speak, the digital-only approach fails. AJNM's Area Caption Agent model bridges the last mile with on-ground human intermediaries.
+---------------------------------------------------------------------------+
| AREA CAPTION AGENT MODEL |
| |
| [ILLITERATE APPLICANT] |
| | (can only speak) |
| | pays Rs.100 (one-time registration fee to agent) |
| v |
| [AREA CAPTION AGENT] <----------> [AJNM PLATFORM] |
| | listens, enters data | |
| | takes selfie, verifies | |
| | selects categories | |
| | | |
| | JOB MATCH NOTIFICATION: | |
| | - Normal ad match -> agent notified | (passive: agent may assist)|
| | - Urgent ad match -> agent notified | (active: placement fee) |
| | | |
| | Agent coordinates interview | |
| | | |
| | PLACEMENT: | |
| | <-- Rs.500 from employer (standard) | |
| | <-- Rs.300 from employer (Normal | (optional, if employer |
| | wants agent coordination) | chooses agent assistance) |
| | | |
| | GUARANTEED PLACEMENT (optional): | |
| | Employer pays Rs.500 to AJNM | |
| | -> 3 free replacements (90 days) | |
| | -> Agent tracked by Agent ID | |
| | -> Rs.100 penalty per failure | |
| | -> AJNM retains Rs.200 | |
+---------------------------------------------------------------------------+
6.8.1 Agent Placement Model: Unified
The rule: For ANY agent-mediated placement, the employer pays the agent Rs.500 directly (both upload payment screenshot as proof). The agent is DEFAULT bound to provide up to 3 free replacements within 90 days if the worker leaves. This obligation applies to ALL placements -- Normal ads, Urgent ads, self-registered applicants that an agent coordinates.
| Ad Type | Agent Role | Agent Earning | Who Pays Agent | Replacement Obligation |
|---|---|---|---|---|
| --- | --- | --- | --- | --- |
| Normal | Passive matchmaker (voluntary) | Rs.500 (if employer requests coordination) | Employer | 3 replacements / 90 days (DEFAULT) |
| Urgent | Active placement coordinator | Rs.500 (mandatory) | Employer | 3 replacements / 90 days (DEFAULT) |
Agent job visibility -- defined: Agent sees a curated recommendation feed of jobs where (a) the job's employer is within the agent's territory radius AND (b) at least one of the agent's registered applicants matches the job category. This is NOT browsing all jobs -- it is a targeted match feed. Agent cannot browse or search jobs outside these constraints.
6.8.2 Replacement Guarantee (Optional Employer Add-On)
The problem: Agent places an applicant. Employer pays Rs.500. Applicant works for 1 month, then leaves without notice. Agent is obligated to replace but there is no financial consequence if they don't. Employer has no recourse.
The solution: AJNM offers an optional Replacement Guarantee add-on. Employer pays Rs.500 to AJNM for financial protection.
Employer opts for Guarantee -> Pays Rs.500 to AJNM
|
v
AJNM holds Rs.500 as guarantee deposit
|
v
If agent FAILS to replace an applicant:
Agent pays Rs.100 penalty -> AJNM
AJNM refunds Rs.100 -> Employer
|
v
Max employer refund: Rs.300 (3 failures x Rs.100)
Max agent penalty: Rs.300 (3 failures x Rs.100)
AJNM net: Always Rs.500 (collects from employer, passes penalties to refunds)
If all 3 replacements SUCCEED:
No penalties. No refunds. AJNM keeps Rs.500.
Key Rules:
| Rule | Detail |
|---|---|
| --- | --- |
| Guarantee period | 90 calendar days from placement hire confirmation |
| Replacement SLA | 14 days from vacancy notification |
| Minimum work duration | 7 continuous days (day-7 pulse check) |
| Same applicant rule | Same Applicant ID cannot count as multiple replacements |
| Max employer refund | Rs.300 (3 failures x Rs.100) |
| Max agent penalty | Rs.300 (3 failures x Rs.100) |
| Without guarantee | Agent still obligated to try replacing. No financial penalties. Employer accepts churn risk. |
| Payment proof | Both parties upload screenshots of employer->agent payment |
| Agent penalty collection | Auto-deducted from agent's pending earnings. Negative balance capped at -Rs.500. |
Money Flow Summary:
| Scenario | Employer Pays | Agent Gets | AJNM Nets | Employer Refund |
|---|---|---|---|---|
| --- | --- | --- | --- | --- |
| Placement (always) | Rs.500 to agent | Rs.500 | Rs.0 | -- |
| + Guarantee (optional) | Rs.500 to AJNM | -- | Rs.500 (held) | -- |
| Guarantee: 0 failures | -- | -- | Rs.500 kept | Rs.0 |
| Guarantee: 1 failure | -- | Rs.100 penalty paid | Rs.500 (net) | Rs.100 |
| Guarantee: 2 failures | -- | Rs.200 penalty paid | Rs.500 (net) | Rs.200 |
| Guarantee: 3 failures | -- | Rs.300 penalty paid | Rs.500 (net) | Rs.300 |
AJNM always nets Rs.500 on a guarantee -- collects from employer, passes agent penalties to employer as refunds. Agent's placement fee (Rs.500) is NEVER touched by the guarantee.
Why the Guarantee is Cheaper for Employers:
The guarantee is a one-time Rs.500 fee covering up to 3 replacements. Without it, each new placement costs Rs.500 to the agent again.
| Employer Scenario | Without Guarantee | With Guarantee (Rs.500 to AJNM) | Employer Saves |
|---|---|---|---|
| 1 worker placed, stays 90+ days | Rs.500 (agent) | Rs.500 (agent) + Rs.500 (AJNM) = Rs.1,000 | -Rs.500 (no churn, guarantee not needed) |
| 1 worker leaves, 1 replacement needed | Rs.500 + Rs.500 = Rs.1,000 (2 agent fees) | Rs.500 + Rs.500 = Rs.1,000 (1 agent fee + guarantee) | Rs.0 (breakeven) |
| 1 worker leaves, 2 replacements needed | Rs.500 × 3 = Rs.1,500 | Rs.500 + Rs.500 = Rs.1,000 | Saves Rs.500 |
| 1 worker leaves, 3 replacements needed | Rs.500 × 4 = Rs.2,000 | Rs.500 + Rs.500 = Rs.1,000 | Saves Rs.1,000 |
| 3 replacements needed, agent fails all 3 | Rs.2,000 + no recourse | Rs.500 + Rs.500 − Rs.300 refund = Rs.700 | Saves Rs.1,300 |
Key takeaway:
- If employer needs even 2 replacements, the guarantee pays for itself (breakeven at 1 replacement).
- If employer needs 3 replacements, employer saves Rs.1,000 vs. paying agent fees each time.
- If agent fails replacements entirely, employer gets refunded up to Rs.300 — without guarantee, employer gets nothing back.
- The guarantee forces agent accountability: agent MUST replace or pays penalties. Without it, agent has no financial skin in the game.
6.8.4 Agent Accountability: Tracking the Culprit
Every placement is permanently recorded with an audit chain:
Placement Record:
Job ID: JOB-00103
Employer ID: EMP-00015
Applicant ID: APP-00042
Agent ID: AGT-00005 <-- WHO placed this applicant
Placement Type: Guaranteed
Hire Date: 2026-06-15
Churn Date: 2026-07-20 <-- Applicant left after 35 days
Replacement Issued: Yes
Replacement Applicant ID: APP-00108
Agent Churn Score (automated):
Agent Churn Score = (Placements where applicant left < 90 days) / (Total placements)
-----------------------------------------------------------
Scored monthly, rolling 12-month window.
Thresholds:
< 15% churn: GREEN (excellent agent, reliable placements)
15-30% churn: YELLOW (warning: agent needs monitoring; reduced match priority)
> 30% churn: RED (agent suspended; all pending placements reassigned)
How AJNM identifies bad-faith agents:
| Pattern | Flag | Action |
|---|---|---|
| --- | --- | --- |
| Same applicant placed, leaves, re-placed by same agent repeatedly | "Revolving door" pattern | Agent + applicant both flagged. Possible collusion. Both suspended. |
| Agent's applicants consistently leave within 1-2 months | High churn score | Agent suspended. Historical placements audited. |
| Agent places applicant, applicant never actually starts working | "Paper placement" (fake hire to earn Rs.500) | Confirm hire via OTP from both employer AND applicant. Both must confirm "joined today." |
| Agent's applicants all from different pincodes | Agent poaching from outside their territory | Geo-fence: agent can only register applicants from their assigned GPS territory. |
6.8.5 Agent Geo-Territory (GPS-Based, Not Pincode)
Every Area Caption Agent is assigned a GPS-based geo-radius territory rather than rigid pincode boundaries.
Territory Assignment Rules:
| Rule | Detail |
|---|---|
| --- | --- |
| Primary location | Agent's shop/home GPS coordinates (auto-detected at registration via in-app GPS). |
| Territory radius | 3 km radius from agent's location (adjustable up to 6 km after 50+ placements). |
| Applicant registration boundary | Agent can ONLY register applicants whose GPS location falls within the agent's territory radius. Geofence enforced in Agent App via real-time GPS check. |
| Job visibility boundary | Agent sees ONLY jobs posted by employers within the agent's territory radius. No cross-territory browsing. |
| Overlap | Territories can overlap. In overlapping zones, the nearest agent gets priority notification. |
| Territory health dashboard | Agent sees: total applicants in territory, active jobs within radius, placement rate, churn rate. |
Why GPS-based is better than pincode-based:
- Pincodes are irregularly shaped and vary wildly in size.
- A 3 km GPS radius is consistent, predictable, and truly hyperlocal.
- GPS auto-detection eliminates manual pincode errors.
- Agents at pincode borders don't lose half their natural territory.
6.8.6 Preventing Applicant Hopping Between Agents
| Layer | Mechanism |
|---|---|
| --- | --- |
| Phone number uniqueness | One phone = one applicant profile across the entire platform. Duplicate phone blocked at registration. |
| Aadhaar deduplication | Masked Aadhaar hash stored. If another registration attempt uses the same Aadhaar -> blocked. "This Aadhaar is already registered." |
| Face match deduplication | New selfie compared against all existing selfies in the platform. If match >90% -> blocked as duplicate. |
| Immutable Agent-Parent | Once registered by an agent, the registeredByAgentID field is PERMANENT. Cannot be changed by another agent. |
| Transfer request (exception) | Applicant can request agent transfer ONLY after 6 months of zero placement activity with current agent. Requires admin approval. New agent does NOT earn Rs.100 registration fee on transferred applicants. |
6.8.7 Three-Month Placement Cooling Period
The rule: An agent cannot place an applicant who has an active placement within the last 90 days.
Placement check at time of new placement attempt:
1. Query Placements sheet for: applicantID = APP-00042, status = Active
2. If Active placement found:
- Check hireDate
- If hireDate > (today - 90 days): BLOCK. "This applicant was placed 45 days ago.
Cooling period: 45 more days before they can be re-placed."
- If hireDate <= (today - 90 days): ALLOW. Cooling period complete.
3. If no Active placement: ALLOW.
Exceptions to the cooling period:
| Exception | Condition | Verification |
|---|---|---|
| --- | --- | --- |
| Employer termination | Employer confirms in-app: "Worker is no longer employed." | Employer submits "End Employment" with reason. Placement status -> Closed. Cooling period waived. |
| Abuse/exploitation | Applicant reports abuse via in-app emergency button. | AJNM support team reviews within 24 hours. If validated, cooling period waived + employer flagged. |
| Employer relocation | Employer moved out of the area (job location changed beyond 9 km). | Employer confirms relocation. Placement closed. Cooling waived. |
| Mutual agreement | Both employer AND applicant confirm they parted on good terms. | Both submit "End Employment" in-app. Cooling waived. |
| Part-time jobs | Daily-wage/part-time placements. | 30-day cooling period instead of 90 days. |
Is this a burden on the applicant?
No. 90 days is reasonable. If the job is truly bad, use the abuse exception. If it's mutual, cooling waived. The rule prevents agents from churning workers for commissions, which protects the applicant.
6.8.8 Low-Score Applicant Counselling Programme
The problem: Some applicants consistently get low ratings (< 3.0 stars). Employers reject them. Agents avoid placing them. The applicant is stuck -- not because they are unemployable, but because they lack basic workplace skills.
AJNM does not abandon these applicants. It rehabilitates them.
How it works:
Monthly automated scan:
Fetch all applicants where:
- avgRating < 3.0
- total placements >= 2
- last placement ended within 60 days
|
v
Flag applicant as "Counselling Recommended"
|
v
Notify applicant's parent agent:
"Your applicant APP-00042 has a 2.4 rating.
Counselling recommended. Topics: Punctuality, Work Quality.
Organize a 30-minute session. You earn Rs.100 for conducting it."
|
v
Agent organizes session (in-person at agent's shop, or phone call)
|
v
Agent submits counselling report via Agent App:
- Topics covered
- Applicant's response (Receptive / Neutral / Resistant)
- Agent's assessment: Ready for re-placement? (Yes / Needs more / Not suitable)
|
v
After counselling + 2 successful placements (each with >3.0 rating):
Applicant's "Counselling Recommended" flag removed.
Rating reset: old low ratings still visible but weighted at 50%,
recent (post-counselling) ratings weighted at 100%.
Counselling topics (standardized modules):
| Module Code | Topic | Duration | Language |
|---|---|---|---|
| --- | --- | --- | --- |
| CO-01 | Punctuality & Attendance | 20 min | All 8 languages |
| CO-02 | Work Quality & Completing Tasks | 20 min | All 8 languages |
| CO-03 | Communication with Employer | 25 min | All 8 languages |
| CO-04 | Personal Hygiene & Presentation | 15 min | All 8 languages |
| CO-05 | Trust & Honesty in Domestic Work | 20 min | All 8 languages |
| CO-06 | Managing Work Expectations | 20 min | All 8 languages |
| CO-07 | Safety at Workplace | 20 min | All 8 languages |
| CO-08 | Financial Literacy (saving earnings) | 30 min | All 8 languages |
Agent earns Rs.100 per counselling session conducted (paid by AJNM from Social Good Fund, funded by 5% of Replacement Guarantee revenue).
6.8.9 Agent as Ecosystem Manager -- Tiers & Responsibilities
The agent is not just a placement earner. They are the community manager for their territory's workforce ecosystem.
Agent responsibilities (full scope):
| Responsibility | Detail | Earning |
|---|---|---|
| --- | --- | --- |
| Applicant registration | Register non-literate workers in territory | Rs.100/applicant |
| Placement coordination | Match and coordinate interviews. DEFAULT bound to 3 replacements / 90 days. | Rs.500 (from employer, direct) |
| Counselling low-score applicants | Conduct guidance sessions | Rs.100/session (from AJNM Social Good Fund) |
| Dispute mediation | Mediate employer-worker conflicts in territory | Free (builds reputation) |
| Territory recruitment drives | Organize local camps to register new applicants | AJNM provides marketing material |
| Quality spot-checks | Randomly visit placed workers, verify they are working | AJNM rewards top agents monthly |
| Community trust building | Be the local face of AJNM | Reputation = more applicants = more earnings |
Agent quality tiers:
| Tier | Requirements | Benefits |
|---|---|---|
| --- | --- | --- |
| Bronze (default) | <50 registrations, <10 placements | Standard commission rates |
| Silver | 50+ registrations, 10+ placements, <25% churn, >3.5 rating | 5% bonus on placement earnings |
| Gold | 100+ registrations, 25+ placements, <20% churn, >4.0 rating | 10% bonus, priority territory allocation, featured on app |
| Platinum | 200+ registrations, 50+ placements, <15% churn, >4.3 rating | 15% bonus, exclusive territory rights, "AJNM Partner" branding, invites to product feedback sessions, eligible for Area Lead role (managing 5-10 sub-agents, 10% override on sub-agent earnings) |
Agent income floor: New agents registering 20+ applicants in their first 3 months qualify for Rs.3,000/month minimum guarantee (paid by AJNM if earnings fall short, recoverable from future agent earnings).
Agent device support: Rs.200/month digital stipend for Silver+ agents. One-time Rs.1,000 device reimbursement after 50 registrations (Bronze agents).
Agent suspension triggers (any one):
- Churn Score > 30% (rolling 3 months)
- Agent rating < 2.5 stars
- 3+ verified complaints (from applicants or employers)
- Found bypassing cooling period
- Found creating fake placements
- Inactive (0 placements) for 60+ days
6.9 Digital Recruitment Completion + QR Applicant ID
6.9.1 Recruitment Flow
Employer selects "HIRE" on an applicant card
|
v
AJNM generates a unique Recruitment Job Code (RJC)
|
v
Employer shares RJC with applicant (via app notification / WhatsApp / agent)
|
v
Applicant receives: "Employer wants to hire you. Accept?"
|
+-- [Applicant taps "ACCEPT"]
| |
| v
| BOTH parties confirmed. Recruitment marked COMPLETE.
| Job status -> Filled. Ad auto-expires from applicant display.
| Placement record created.
| QR Applicant ID generated/updated.
| Rating window opens (at 90 days or termination).
|
+-- [Applicant taps "DECLINE"]
|
v
Employer notified. Slot remains. Next applicant promoted.
Key rules:
- Hire is completed ONLY when both employer sends the offer AND applicant accepts it.
- Until applicant accepts, the applicant remains in "Visible" status and the slot is occupied.
- If applicant does not respond within 48 hours, the offer expires and the slot reopens.
- The RJC serves as a digital handshake -- a unique code tying this specific employer, applicant, and job together.
- This eliminates "ghost hiring" where an employer claims they hired but the worker never started.
6.9.2 QR Applicant ID Card
Every registered applicant gets a digital QR Code ID that acts as their portable professional identity.
+---------------------------------------------+
| |
| A JOB NEAR ME (AJNM) |
| Verified Applicant ID |
| |
| +-----------------------+ |
| | | |
| | [QR CODE] | |
| | (contains: Name, | |
| | Age, Applicant ID, | |
| | Verification Badge, | |
| | Primary Category, | |
| | Avg Rating) | |
| | | |
| +-----------------------+ |
| |
| AJNM Applicant ID: APP-00042 |
| |
| Scan QR to verify identity on ajnm.app |
+---------------------------------------------+
How it works:
| Aspect | Detail |
|---|---|
| --- | --- |
| When generated | Automatically at registration. Updated when rating changes or verification status changes. |
| QR contains | Encrypted payload: {name, age, applicantID, verifiedBadge, primaryCategory, avgRating} -- signed with AJNM's private key so it cannot be forged. |
| Printed format | Minimal A4 sheet showing ONLY the QR code + AJNM Applicant ID (no name/age on the printout for privacy). The details appear only when scanned. |
| Scanning | Employer scans QR via AJNM app -> instantly verifies applicant identity, shows verified profile, rating, and work history. |
| Offline verification | QR payload is self-verifying (digitally signed). Even without internet, the app can confirm "This is a genuine AJNM-verified applicant." |
| Privacy | Printed sheet shows only QR + ID. No personal data visible to anyone who sees the paper. Applicant controls who scans it. |
6.9.3 Physical Trust at the Door
The QR ID card solves the critical "stranger at my door" trust problem:
- Applicant arrives for interview/call at employer's location.
- Applicant presents their printed A4 QR sheet (or shows QR on phone if they have one).
- Employer opens AJNM app, taps "Scan Applicant QR."
- App scans the QR, verifies the digital signature, displays:
- Applicant's name, age, verified photo
- Aadhaar verification badge (YES/NO)
- Star rating from previous employers
- Total jobs completed through AJNM
- Categories they work in
- Employer confirms: "Yes, this is the person I interviewed."
- Employer proceeds to send "HIRE" offer via the app.
This eliminates:
- Fake identity claims ("I am Sita" but actually someone else)
- Fake experience claims ("I worked 5 years" but no rating history)
- Unverified strangers entering homes (scan confirms AJNM has verified this person)
6.10 Edge Cases & Guardrails
6.10.1 No Aadhaar Scenario
Applicants without Aadhaar or any government ID are not blocked. Profile is labelled "Unverified." Alternative ID stored (voter card, ration card photo in Drive). Unverified applicants appear at the bottom of the employer queue (below verified, below rated). Can upgrade to verified later by providing Aadhaar. Manual referral validation: agent must call at least 1 referral; system records call timestamp + confirmation. Admin randomly audits 10% of manual-entry profiles.
6.10.2 Duplicate Job Detection
If employer posts a job with same category + similar salary range as an active ad: System detects >80% match -> blocks with: "You have a similar ad active (JOB-00103). Extend it instead? (Rs.49 for 14 more days)." Extend ad retains existing queue and extends duration. Repost creates a new Job ID with a fresh queue.
6.10.3 Employer with No Rating (New Employer)
Unrated employers appear in applicant feeds after 3.0+ rated employers, before <3.0 rated. Default sort: Urgent -> High rating -> No rating (treated as 3.0 neutral) -> Low rating.
6.10.4 Applicant Location Update
"Update My Location" button in profile. GPS selfie re-captured. Max once per week. Pending applications auto-update with new distance. Agent notified if applicant moves outside their territory.
6.10.5 Concurrent Offers
Applicant can receive multiple hire offers. Accepting one auto-declines all others. Declined employers notified: "Applicant accepted another offer." Offer expires if applicant does not respond within 48 hours.
6.10.6 SOS Abuse Prevention
"False SOS" button for agent: Agent verifies worker still employed -> taps "SOS False" -> employer gets 1 strike. 3 strikes = SOS privilege revoked for 90 days. Employer rating auto-deducted 0.5 stars per false SOS.
6.10.7 Quick Rate Mode
For low-end phones where the 10-attribute screen is heavy: "Quick Rate" mode with 5 yes/no questions (e.g., "Was pay on time?" "Was work as agreed?") that convert to star equivalents. Full 10-attribute rating always available as alternative.
6.10.8 Offline Rating Support
Ratings stored locally (IndexedDB/Service Worker cache) when generated offline. Synced to server when connection restored. Essential for users in low-connectivity areas.
6.10.9 QR Printing Partner
Many workers lack printers. "Print Partner" feature: nearby agents or kirana shops shown on map. Tap to request QR print (Rs.10 via agent/shop). Agent earns small service fee.
6.10.10 Password Reset / Phone Number Change
Password-less model (OTP only). "Change Phone Number" flow: verify old phone OTP -> verify new phone OTP -> active placements/ratings transfer. Email-based recovery option for users who lose phone access.
6.10.11 Block / Mute User
Employer blocks applicant -> prevents future applications to that employer. Applicant blocks employer -> hides all ads from that employer. Unblock available in settings.
6.10.12 Payment Auto-Verification (Post-MVP Priority)
MVP: Manual UPI screenshot verification with admin cross-check against txn SMS. Post-MVP: Razorpay/PhonePe webhook integration for automatic payment confirmation. Prepaid wallet option: employers prepay Rs.500/1000 into AJNM wallet; each ad auto-deducts; reduces PG fees from 2.5% to 1% (bulk payment).
6.10.13 Guarantee Abuse by Employer
Employer fires worker at day 85 to claim replacement: Guarantee void if termination without valid cause. Valid causes: theft (with police report), absenteeism (3+ days undocumented), abuse. Invalid: "found someone cheaper." Employer churn patterns tracked; high-churn employers flagged.
6.10.14 Agent Negative Balance
Agents with negative balance (from penalties): Cannot accept new guaranteed placements. CAN still do standard placements. Negative balance interest-free. Capped at -Rs.500. Positive pending earnings auto-offset the negative.
6.10.15 Profanity / Abuse Filter
Custom lines in job posts filtered through basic regex-based profanity filter in all 8 languages. "Report Job" button for applicants to flag inappropriate listings. Flagged jobs reviewed by admin within 24 hours.
6.10.16 Agent Three-Way Placement Confirmation
Guaranteed placement confirmation requires three OTPs: (1) Employer confirms hire, (2) Applicant confirms joined, (3) Agent confirms placement (triggers earnings tracking). Prevents "paper placements" (fake hires to earn Rs.500).
6.10.17 Day-7 Pulse Check
Auto-notification to employer at day 7: "Is APP-00108 still working? Yes/No." Yes -> placement counted. No -> not counted for guarantee. No response -> auto-Yes after 48h. Ensures minimum work duration of 7 continuous days for guarantee counting.
6.10.18 Cooling Period UI
Agent dashboard displays: "APP-00042 is in cooling period. 22 days remaining before re-placement." Countdown timer with exception eligibility indicators (mutual exit, abuse, relocation).
6.10.19 Employer Rating Fairness (Retaliation Protection)
90-day "still employed" rating is stored as private analytics only (visible to AJNM's matching algorithm, NOT public). Public ratings come only from completed/ended placements. A "Skip for now" button reappears in 30 days. This prevents workers from inflating ratings out of fear of retaliation.
7. BUSINESS MODEL CANVAS
| Canvas Block | Detail |
|---|---|
| Customer Segments | Employers: Urban/suburban households, small shops, local businesses, small offices. Applicants: Domestic help, drivers, sales staff, delivery personnel, office helpers, general workers, security guards, cleaners -- spanning 8 language demographics. Area Caption Agents: Local entrepreneurs who assist non-literate applicants. |
| Value Proposition | Employers: Affordable (Rs.99/Rs.198), trusted, hyperlocal hiring with zero noise, pre-defined task posting, 8-language support, optional replacement guarantee (Rs.500 to AJNM). Applicants: Free (self-registration) OR Rs.100 (agent-assisted), verified profiles, walkable jobs (max 2 categories), employer ratings for safety, complete native language experience, QR Applicant ID. Agents: Earn Rs.100 per applicant registration + Rs.500 per placement. DEFAULT bound to 3 replacements within 90 days. |
| Channels | PWA (installable from browser) in 8 languages, WhatsApp bot, IVR fallback, offline QR codes in communities, RWA partnerships, Area Caption Agent network. |
| Customer Relationships | Self-service via app in native language OR agent-assisted onboarding. Automated WhatsApp/voice notifications. Community trust via ratings. Agent-mediated coordination for non-literate users. |
| Revenue Streams | Primary: Rs.99 (Normal) or Rs.198 (Urgent) + GST per 27-day job ad. Replacement Guarantee (optional): Rs.500 paid by employer to AJNM for 90-day, 3-replacement guarantee protection (Rs.100 refund per failure, max Rs.300). B2B Maid Agency tier: Rs.80/ad for bulk posting agencies. Employer Subscription: Rs.299/month (unlimited Normal) / Rs.499/month (unlimited Normal + 3 Urgent). Agent ecosystem: Rs.100 (applicant -> agent registration fee), Rs.500 (employer -> agent, ALL placements). |
| Key Resources | Google Sheets database, GAS backend, PWA frontend, 8-language template library, verification APIs, rating/reputation graph. |
| Key Activities | Platform development, 8-language content management, applicant onboarding (digital + agent-assisted), employer acquisition, payment verification, trust & safety operations, agent recruitment, training & quality monitoring. |
| Key Partners | RWA associations, local shopkeeper unions, DigiLocker/Aadhaar ecosystem, SMS/WhatsApp API providers, payment gateway, face verification APIs, Area Caption Agents (independent contractors). |
| Cost Structure | Near-zero for MVP. Scaling costs: SMS/WhatsApp API charges (~Rs.0.20/msg), Maps API (~$5/1000 requests over free tier), face verification (~Rs.2/check), 8-language content maintenance, agent onboarding & training materials, agent support helpline. |
| Cost to Serve per Ad | ~Rs.8-10 (SMS notifications + API calls). Gross margin per ad: ~88-92%. Agent costs are zero (agents are independent earners). Post-migration: Rs.18-22/ad, margin ~75-80%. |
8. REVENUE & UNIT ECONOMICS
8.1 Core Revenue: Job Ads (Only Two Types)
| Tier | Price (excl. GST) | Price (incl. GST) | Key Feature |
|---|---|---|---|
| --- | --- | --- | --- |
| Normal | Rs.99 | Rs.117 | 27-day ad, 5-slot queue, standard ranking |
| Urgent | Rs.198 | Rs.234 | Everything in Normal + priority feed placement for 7 days + "URGENT" badge |
No other tiers. No Featured. No Boost. No Extension. Clean and simple.
8.1A B2B Maid Agency Tier
| Tier | Price (excl. GST) | Minimum Volume | Key Feature |
|---|---|---|---|
| --- | --- | --- | --- |
| Agency Bulk | Rs.80/ad | 10 ads/month | Same features as Normal. Monthly invoicing. Dedicated account manager at 50+ ads/month. |
Target: Maid agencies, placement agencies transitioning to platform. Revenue: Rs.80/ad with near-zero incremental cost.
8.1B Employer Subscription (Recurring Revenue)
| Tier | Price (excl. GST) | Price (incl. GST) | Key Feature |
|---|---|---|---|
| --- | --- | --- | --- |
| Basic | Rs.299/month | Rs.353 | Unlimited Normal ads. Standard queue. |
| Pro | Rs.499/month | Rs.589 | Unlimited Normal ads + 3 Urgent ads/month. Priority support. |
Creates predictable recurring revenue. Reduces PG fees (single monthly payment vs per-ad). Wallet option: prepay Rs.500/1000 for auto-deduction per ad (1% bulk PG fee vs 2.5% per transaction).
8.2 Agent Economics
| Transaction | Who Pays | Who Receives | Amount | When |
|---|---|---|---|---|
| --- | --- | --- | --- | --- |
| Applicant registration (agent-assisted) | Applicant | Agent | Rs.100 | One-time, at registration |
| Placement fee (ALL agent-mediated) | Employer | Agent | Rs.500 | On successful hire via agent (screenshot proof). Agent DEFAULT bound to 3 replacements / 90 days. |
| Replacement Guarantee (optional add-on) | Employer -> AJNM | AJNM holds | Rs.500 | When employer opts for guarantee |
| Guarantee: agent penalty per failure | Agent -> AJNM | AJNM (passed to employer) | Rs.100 | Per failed replacement (max 3) |
| Guarantee: employer refund per failure | AJNM | Employer | Rs.100 | Per failed replacement (max 3) |
| Guarantee: AJNM net retained | -- | AJNM | Rs.500 | Always (collects from employer, passes penalties to refunds) |
8.3 Unit Economics
Per Normal Ad (Rs.99):
Revenue (excl. GST): Rs.99.00
GST collected (remitted): -Rs.15.10
Net Revenue: Rs.83.90
Cost to Serve:
- SMS/WhatsApp notifications: Rs. 3.50 (tiered: critical via SMS, important via WhatsApp, info in-app)
- Maps API queries: Rs. 1.50 (amortized)
- Face verification (if used): Rs. 1.00 (amortized)
- Hosting (GAS free tier): Rs. 0.00
- Payment gateway (2%): Rs. 1.98
Total Cost (<5,000 ads/month): Rs. 7.98
Gross Profit per Normal Ad: Rs.75.92 (76% margin)
Per Urgent Ad (Rs.198):
Revenue (excl. GST): Rs.198.00
GST collected (remitted): -Rs.30.20
Net Revenue: Rs.167.80
Cost to Serve (same as Normal): Rs. 7.98
Gross Profit per Urgent Ad: Rs.159.82 (80% margin)
Costs taper to ~Rs.5.50/ad at 50,000+ ads/month due to volume discounts on SMS/WhatsApp APIs. Notification tiering: critical OTP/hire/SOS via SMS (Rs.0.12/msg), important queue updates via WhatsApp template (Rs.0.20/msg), informational digests in-app only (Rs.0).
8.4 Agent Earnings Potential (Updated)
| Agent Scale | Registrations/Month | Placements/Month | Monthly Agent Income |
|---|---|---|---|
| --- | --- | --- | --- |
| Part-time (small) | 20 | 5 | (20x100) + (5x500) = Rs.4,500 |
| Active (medium) | 50 | 15 | (50x100) + (15x500) = Rs.12,500 |
| Full-time (large) | 100 | 30 | (100x100) + (30x500) = Rs.25,000 |
All placements: agent receives Rs.500 from employer. Agent DEFAULT bound to 3 free replacements within 90 days. Guarantee penalties (Rs.100/failure) deducted only if employer opted for the Rs.500 guarantee add-on.
8.5 Scaling Projections (With Agent Network)
| Monthly Ads | Normal Ads | Urgent Ads | Monthly Revenue (Net) | Monthly Costs | Monthly Profit | Active Agents | Team Size |
|---|---|---|---|---|---|---|---|
| --- | --- | --- | --- | --- | --- | --- | --- |
| 1,000 | 700 | 300 | Rs.1,34,270 | Rs.8,000 | Rs.1,26,270 | 10 | 1 (founder) |
| 5,000 | 3,500 | 1,500 | Rs.6,71,350 | Rs.35,000 | Rs.6,36,350 | 50 | 2-3 |
| 10,000 | 7,000 | 3,000 | Rs.13,42,700 | Rs.70,000 | Rs.12,72,700 | 100 | 3-5 |
| 50,000 | 35,000 | 15,000 | Rs.67,13,500 | Rs.2,75,000 | Rs.64,38,500 | 500 | 8-12 |
| 1,00,000 | 70,000 | 30,000 | Rs.1,34,27,000 | Rs.5,50,000 | Rs.1,28,77,000 | 1,000 | 15-25 |
Costs: Rs.8/ad at <5,000/month, tapering to Rs.5.50/ad at 50K+/month due to volume discounts. Post-migration from Sheets to Cloud SQL adds ~Rs.8,500/month (DB + Cloud Run hosting) at scale, partially offset by lower per-ad costs. Post-migration cost/ad: Rs.18-22. Margin compresses to ~75-80% -- still healthy.
Platform ad revenue shown. Replacement Guarantee add-on (Rs.500 each, AJNM nets Rs.500 per guarantee regardless of outcome) provides predictable additional revenue. Maid Agency B2B tier (Rs.80/ad) and Employer Subscriptions (Rs.299-499/month) provide diversified supplemental revenue. Agent earnings are external (Rs.100 registration from applicant, Rs.500 placement from employer).
9. TRUST & VERIFICATION INFRASTRUCTURE
9.1 The Trust Triangle
+---------------+
| VERIFIED IDs |
| (Aadhaar/DL) |
+-------+-------+
|
+---------------+---------------+
| |
+--------v--------+ +--------v--------+
| APPLICANT ID | | EMPLOYER ID |
| APP-XXXXX |<--RATES-->| EMP-XXXXX |
| + star rating | MUTUAL | + star rating |
| + verified badge| | + verified badge|
| + QR Code ID | | |
| + 2 categories | | |
+-----------------+ +-----------------+
| |
+---------------+---------------+
|
+-------v-------+
| TRANSACTION |
| (interview/ |
| hire event) |
+---------------+
9.2 Applicant Verification
| Step | Method | Cost |
|---|---|---|
| --- | --- | --- |
| Phone verification | OTP via SMS | Rs.0.20 |
| Selfie capture | In-app camera with face guide; GPS coordinates embedded | Rs.0 |
| Category selection | Tap max 2 picture cards (Cook, Driver, etc.) | Rs.0 |
| Aadhaar QR scan | html5-qrcode JS library; extract masked Aadhaar + photo from secure QR | Rs.0 |
| Aadhaar fallback (if QR unavailable) | Manual input of Aadhaar number, name, DOB, address. Age auto-calculated from DOB. | Rs.0 |
| Face match | Compare selfie vs Aadhaar photo via Face++ or DigiLocker API | ~Rs.2 |
| Verified badge assigned | If face match > 80% confidence | -- |
| Applicant referrals | 2 family members (name + contact); non-family referrals require consent | Rs.0 |
Important: Full Aadhaar number is never stored. Only the masked version (XXXX-XXXX-1234) from the QR code is kept. The photo is used once for matching and then discarded (or held max 24 hrs for audit). All Aadhaar usage requires explicit user consent with a clear privacy notice in the user's chosen language.
9.3 Employer Verification
| Step | Method |
|---|---|
| --- | --- |
| Phone OTP | Standard registration |
| Selfie with GPS | In-app camera with GPS coordinates embedded |
| Employer type selection | Individual / Household / Business |
| Optional ID proof photo | Shop photo, visiting card, PAN card (stored in Drive, admin-reviewed) |
| Verified badge | Manual admin review or auto after successful payment history |
9.4 Rating System (Mandatory Gate)
Trigger: Resignation OR 90 days of tenure -- whichever is first. Auto-popup appears for both parties once termination is confirmed.
Window: 72 hours from resignation; 7 days for 90-day auto-trigger.
Mandatory rating gate: Employer cannot post new ads or confirm hires until pending rating is submitted. Applicant cannot apply or accept hires until pending rating is submitted. Hire confirmation requires input of applicant's AJNM Applicant ID (APP-XXXXX) -- system validates both parties are rating-compliant before proceeding.
Literate applicant flow: Applicant rates employer directly via app (10 attributes). Employer rates applicant directly via app (10 attributes).
Illiterate applicant flow: Employer rates applicant directly. Agent contacts worker, uses structured questionnaire (6 questions: pay, respect, hours, workload, communication, overall), rates employer on worker's behalf (labeled "Agent-Assisted Rating"). Agent credibility score (0.5x to 1.0x) affects weight.
Blind window: Neither party sees the other's rating until both submit, or window expires. After expiry, submitted ratings become visible; unsubmitted = "No Rating Given."
Failsafe unlock: After 30 days, any blocked party auto-unlocks. Their rating is marked "No Rating Given" (visible on profile as a neutral mark).
Rating scale: 10 attributes x 1-5 stars each. Overall Rating = average of all 10 attributes.
Rating weight: "Agent-Assisted Ratings" carry a weight multiplier based on agent's credibility score (0.5x to 1.0x). Direct ratings always carry 1.0x.
Dispute: If employer disputes an agent-assisted rating, AJNM support can call the worker directly to verify. Agent's credibility score adjusts based on dispute outcomes.
Effect on ranking: Higher-rated applicants surface first in queue; higher-rated employers attract more applicants.
9.5 Employer SOS -- Worker Disappearance Protocol
Worker stops showing up. No call. No message.
|
v
Employer opens AJNM app -> taps "SOS - Worker Not Reporting"
|
v
Employer selects the placement (from their active placements list)
|
v
System checks: Was this placement handled by an agent?
|
+-- [YES, Agent-Assisted] -> SOS sent to agent immediately.
| Agent receives: "URGENT: APP-00042 placed by you at EMP-00015 has stopped reporting.
| Employer needs replacement. Reopen ad and reapply."
| Agent can:
| - Tap "Reopen Ad" -> Employer's original ad reactivated (free, no new payment)
| - Tap "Contact Worker" -> Agent calls worker to check what happened
| - Tap "Apply New Applicant" -> Agent submits replacement from their registered pool
|
+-- [NO, Self-Registered] -> SOS handled by AJNM system.
Employer's original ad auto-reactivated for 7 more days.
Employer can also directly post a new ad (Rs.99 or Rs.198).
SOS rules:
- SOS can only be sent for placements that have been active for at least 7 days (prevents abuse on day 2).
- Agent has 48 hours to respond to SOS. If no response, AJNM auto-reactivates the ad and notifies nearby agents.
- The reactivated ad retains the original job description, salary, and category. Employer does not pay again.
- If the placement was under the Guaranteed Placement model, SOS-triggered replacements count toward the 3-replacement quota.
- SOS history is tracked per agent. Frequent SOS on an agent's placements affects their churn score.
9.6 Dispute Resolution System
Trigger: Either party disputes an end-employment or a rating. System creates a formal ticket.
Dispute Flow:
- User taps "Dispute" (on rating / end-employment) -> selects reason: Inaccurate / Malicious / Mistaken Identity / Employer Contest.
- Other party notified: "Your rating/end-employment has been disputed. Awaiting resolution."
- AJNM support reviews within 72 hours.
- Resolution outcomes:
- Upheld: Disputed rating weight reduced to 50%. End-employment contested -> placement upheld.
- Overturned: Dispute dismissed. Rating restored to full weight. End-employment confirmed.
- Mediation: AJNM contacts both parties for reconciliation. 5-day window.
- 3+ upheld disputes against same user -> auto-suspension pending admin review.
- Dispute history visible on both profiles (transparency).
Rating Dispute specific rules:
- Disputed rating hidden from public profile until resolved.
- If dispute upheld, rating weight drops to 50% in overall score.
- Bayesian average applied to prevent extreme scores from users with few ratings:
credibility = (actualAvg x N + 15) / (N + 5)where 15 = 5 pseudo-ratings of 3.0.
9.7 Data Privacy & Compliance (DPDP Act)
Account Deletion:
- Profile -> "Delete My Account" -> confirmation in selected language -> 30-day grace period.
- During grace: account frozen (no new applications/ads). Can be reactivated by logging in.
- After 30 days: personal data anonymized. Ratings become "Former User." Placement history retained in anonymized form. Aadhaar-linked data purged. ID photos deleted from Drive.
Data Export:
- "Download My Data" button in profile settings.
- Generates ZIP containing: profile data, all ratings given/received, placement history, messages.
- 7-day generation window. User notified when ready via WhatsApp/SMS.
- Download link expires after 72 hours.
Data Retention & Privacy:
- Full Aadhaar number never stored (masked only).
- ID photos auto-deleted after 6 months of employer inactivity.
- Employer ID photos in encrypted Drive folder with access logging.
- Explicit consent for all data collection in user's chosen language.
- Compliance with DPDP Act (India's GDPR equivalent) requirements.
10. TECHNOLOGY STACK (BOOTSTRAP)
10.1 Architecture
+------------------+ +------------------+ +------------------+
| PWA FRONTEND |<--->| GAS BACKEND |<--->| GOOGLE SHEETS |
| (HTML/CSS/JS) | JSON| (doPost/doGet) | | (Database) |
| 8-language UI | | UrlFetchApp | | 8 Sheets |
| Service Worker | | SpreadsheetApp | | |
| Web Speech API | | | | |
+------------------+ +--------+---------+ +------------------+
|
+-------------+-------------+
| | |
+-------v---+ +------v------+ +---v----------+
| SMS API | | MAPS API | | FACE VERIFY |
|(Fast2SMS) | |(Google Maps)| | (Face++) |
+-----------+ +-------------+ +--------------+
| |
+-------v-------+ +------v------+
| WHATSAPP API | | DIGILOCKER |
| (Twilio) | | (Aadhaar) |
+---------------+ +-------------+
10.2 Key GAS API Endpoints
| Action | Endpoint | Auth |
|---|---|---|
| --- | --- | --- |
sendOTP | POST | None |
verifyOTP | POST | None |
registerApplicant | POST | OTP token |
registerEmployer | POST | OTP token |
login | POST | None |
getTemplates | POST | Session (returns templates in user's language) |
postJob | POST | Session |
getJobsForApplicant | POST | Session (filters by applicant's category1, category2) |
applyToJob | POST | Session |
updateJobQueue | POST | Session (core 5-slot engine) |
getJobQueue | POST | Session |
rejectApplicant | POST | Session |
shortlistApplicant | POST | Session |
sendHireOffer | POST | Employer session (generates RJC, notifies applicant) |
acceptHireOffer | POST | Applicant session (accepts RJC, completes recruitment) |
scanApplicantQR | POST | Employer session (verify QR, return verified profile) |
generateQRCode | POST | Admin/Session (generate QR for applicant profile) |
getApplicantQR | POST | Applicant session (returns their QR image for printing) |
submitRating | POST | Session (direct rating from employer / literate applicant) |
submitAgentRating | POST | Agent session (agent rates employer on illiterate worker's behalf) |
endEmployment | POST | Session (employer/applicant ends placement; triggers rating window + agent notification) |
sendSOS | POST | Employer session (SOS to agent when worker disappears) |
reopenAd | POST | Agent session (reopen employer's ad for replacement after SOS) |
agentRegisterApplicant | POST | Agent session |
getAgentDashboard | POST | Agent session |
getAgentMatches | POST | Agent session (jobs matching agent's registered applicants within territory) |
confirmPlacement | POST | Agent session (triggers earning) |
confirmHire | POST | Session (OTP from both employer + applicant to confirm placement) |
claimGuarantee | POST | Employer session (claim replacement if applicant left within 90 days) |
getApplicantDashboard | POST | Session |
getEmployerDashboard | POST | Session |
confirmPayment (admin) | POST | Admin key |
updateLanguage | POST | Session |
registerAgent | POST | OTP token |
11. VIRAL GROWTH & GO-TO-MARKET
11.1 Phase-Wise Launch
Phase 0: Pre-Launch (Weeks 1-2)
- Complete MVP build on GAS + Sheets.
- Pre-populate 15+ job task templates with descriptions in all 8 languages.
- Set up WhatsApp Business account.
- Print 100 QR code stickers linking to AJNM PWA (with language auto-detect).
Phase 1: Micro-Pilot (Weeks 3-4)
- Target: One high-density residential colony in a metro city.
- Onboard 50 applicants via ground team (colony gates, market areas, maid agencies).
- Onboard 20 employers via RWA partnership and WhatsApp group blasts.
- All ads free for first 20 employers (beta testers).
- Collect ratings, testimonials, and language preference data.
Phase 2: Colony Expansion (Months 2-3)
- Expand to 5-10 adjacent colonies.
- Paid ads begin (Rs.99 Normal / Rs.198 Urgent).
- Onboard 500 applicants, 100 employers.
- Target: 200 paid ads/month.
- Launch referral program.
Phase 3: City Saturation (Months 4-6)
- 20+ colonies in one city. Full 8-language rollout.
- 2000+ applicants, 500+ employers.
- 1000+ paid ads/month.
- Language-specific WhatsApp groups for community building.
Phase 4: Multi-City Multi-Language (Months 7-12)
- Expand to 3-5 Tier-1 cities across different language zones.
- Prioritize: Delhi (Hindi), Mumbai (Marathi/Hindi), Chennai (Tamil), Kolkata (Bengali), Hyderabad (Telugu).
- IVR phone line for non-smartphone users in each language.
11.2 Language-Specific Viral Loops
Loop: The Mother Tongue Trust
User uses app in Tamil ->
Feels "this app speaks my language" ->
Shares in Tamil WhatsApp groups ->
Tamil-speaking friends join ->
Network density grows in Tamil-speaking colonies ->
Becomes THE hiring app for Tamil households
This loop works independently for each of the 8 languages, creating 8 parallel growth engines.
11.3 Referral Program (Language-Aware + Auto-Tracked)
Each user gets a unique 6-character referral code at registration (e.g., "AJ4K2M"). New users enter code during registration -> referrer credited automatically. Dashboard shows referral count + pending rewards.
| Who Refers | Whom | Reward |
|---|---|---|
| --- | --- | --- |
| Applicant | Another applicant | Priority queue boost for 1 week |
| Applicant | An employer | 1 free Normal ad credit |
| Employer | Another employer | 1 free Normal ad credit |
| Employer | An applicant | "Super Employer" badge for 30 days |
11.4 Community Partnerships
- RWA (Resident Welfare Associations): Co-branded QR code boards at colony gates in the local language.
- Local Kirana Shops: QR codes at billing counters with local language instructions.
- Maid Agencies: Transition agents to platform. Agency gets bulk posting at Rs.80/ad.
- Driving Schools: Graduate drivers get a free verified badge if they register via the school.
- Language media partnerships: Tie-ups with regional language newspapers and YouTube channels for trust building.
11.5 Structured Agent Recruitment Pipeline
Source: Local job fairs, kirana shop owners, ex-placement agency staff, retired govt employees, SHG (Self-Help Group) leaders.
Recruitment Funnel:
- Application: Online form (8 languages) + short video intro
- Vet: 30-min video call + 2 references checked + police verification (for handling worker data)
- Train: 2-day online training (recorded videos in 8 languages) + certification quiz
- Pilot: First 5 placements supervised by AJNM staff
- Graduate: Full agent access after 5 successful placements
Cost: ~Rs.500/agent (training, certification, background check). Budget in seed round.
11.6 Language Cohort Tracking
Add primaryLanguage field to all user profiles. Track:
- New users by language (last 30 days) -- dashboard
- Language cohort retention -- do Tamil users return at higher rates than Hindi users?
- Category preferences by language -- which jobs are most common per language demographic?
- Landing page browser language auto-detect via
navigator.languageto pre-select user's language.
12. MARKET & COMPETITION
12.1 Language-Wise Addressable Market (India)
| Language | Speakers | Urban Households (est.) | Primary States |
|---|---|---|---|
| --- | --- | --- | --- |
| Hindi | 52.8 Cr | 25M+ | UP, Bihar, MP, Rajasthan, Delhi, Haryana |
| Bengali | 9.7 Cr | 5M+ | West Bengal, Tripura |
| Telugu | 8.1 Cr | 4M+ | Andhra Pradesh, Telangana |
| Marathi | 8.3 Cr | 5M+ | Maharashtra |
| Tamil | 6.9 Cr | 4M+ | Tamil Nadu |
| Gujarati | 5.5 Cr | 3M+ | Gujarat |
| Kannada | 4.4 Cr | 2.5M+ | Karnataka |
| Malayalam | 3.5 Cr | 1.5M+ | Kerala |
| Combined coverage | ~95% of India | 50M+ | Pan-India |
12.2 Competitive Landscape
| Competitor | Max Languages | AJNM's Advantage |
|---|---|---|
| --- | --- | --- |
| Apna | 2-3 (Hindi, English) | 8 languages; hyperlocal radius; 5-slot queue; category filtering; agent network |
| WorkIndia | 2 (Hindi, English) | 8 languages + voice; mutual 10-attribute ratings; Aadhaar verification; QR ID |
| QuikrJobs | 1 (English) | 8 languages; hyperlocal; pre-defined task templates; guaranteed placement |
| OLX Jobs | 1 (English) | 8 languages; no middleman; verified identities |
| WhatsApp Groups | Any (unstructured) | Structured search; verification; ratings; no agent spam |
| Local Agents | 1-2 (local only) | Free for applicants; wider reach; 8-language platform; portable reputation |
12.3 AJNM's Competitive Moat
| Moat Element | Defensibility |
|---|---|
| --- | --- |
| 8-language voice-guided UI | Massive content + engineering investment; competitors limited to 1-3 languages |
| Pre-defined task templates in 8 languages | 15+ templates x 8 languages = 120+ professionally translated descriptions; hard to replicate quickly |
| Hyperlocal density by pincode | Network effects per locality; ground-level trust |
| Verified ID graph | Aadhaar-verified profiles with rating history create switching costs |
| Mutual rating ecosystem | Rich 10-attribute reputation data that a new entrant cannot duplicate |
| Category-based matching | Applicants see only relevant jobs; higher conversion for both sides |
| 5-slot queue mechanic | Novel design that could be legally protected |
| Agent network | Physical distribution moat that no pure-digital competitor can replicate |
13. SWOT ANALYSIS
STRENGTHS
- 8 Indian languages + voice guidance covering 95% of India's population -- no competitor does this.
- Pre-defined task templates -- employer posts a job in 30 seconds without writing a single word. 3 optional custom lines for flexibility.
- Max 2 category filter -- applicants see only relevant jobs; zero noise; higher conversion.
- Only two ad types (Rs.99 / Rs.198) -- dead simple pricing; no confusion.
- Hyperlocal radius (1-9 km) directly solves the commute problem for low-wage workers.
- 5-slot capped visibility eliminates employer overwhelm and forces active hiring.
- Mutual 10-attribute ratings + verified IDs build a hard-to-fake trust layer.
- Zero infrastructure cost (GAS + Sheets) allows bootstrapping to 10,000+ users.
- Area Caption Agent network solves the last-mile non-literate user problem at zero cost to the platform, while generating motivated independent earners who drive platform liquidity. Agent ALWAYS gets Rs.500 per placement. DEFAULT bound to 3 replacements within 90 days.
- Replacement Guarantee (Rs.500 to AJNM) provides employer protection: Rs.100 refund per failed replacement (max Rs.300). AJNM always nets Rs.500 regardless of outcome -- clean, predictable revenue.
- Diversified revenue: B2B Maid Agency tier (Rs.80/ad), Employer Subscriptions (Rs.299-499/month), and prepaid digital wallet reduce dependency on transactional ad revenue alone.
WEAKNESSES
- Cold-start dependency: Needs dense applicant AND employer pools in each locality to deliver value.
- 8-language content maintenance: Templates, UI strings, and voice prompts must be kept consistent across languages.
- Digital verification complexity: Aadhaar QR + face match requires careful compliance.
- Monetization relies on high volume: Rs.99/ad demands thousands of transactions to sustain a team. Subscription and B2B tiers partially mitigate this.
- Offline hire tracking gap: If employers do not confirm hires in-app, rating data becomes sparse (mitigated by QR + digital handshake).
OPPORTUNITIES
- 400M+ unorganized workforce with extremely limited digital trust-focused alternatives.
- 8 parallel language markets -- each language is a self-contained growth engine.
- Upsell potential: Background verification, micro-insurance, skill certification post-MVP.
- Government digital identity push (Aadhaar, DigiLocker, ONDC).
- Lateral expansion into hyperlocal services: plumbers, electricians, gig tasks.
- Voice/AI integration: Hands-free job search via Google Assistant in all 8 languages.
- Regional language media partnerships for trust-building and low-CAC acquisition.
- Agent network as a distribution moat: 2000+ agents across India = a physical distribution network that no pure-digital competitor can replicate.
THREATS
- Competitors adding more languages (Apna, WorkIndia could expand language support).
- Regulatory risks: Aadhaar usage restrictions, DPDP Act compliance. Mitigated by data export, account deletion, and privacy-first architecture.
- Incumbent habit: Households still prefer word-of-mouth and agents.
- Safety incidents (especially domestic help) can severely damage platform trust.
- WhatsApp/community groups as free informal alternatives.
- Payment friction: Manual UPI screenshot verification is unscalable; needs automation.
- Agent quality variance: Low-quality agents can damage platform trust if not properly vetted, trained, and monitored.
14. IMPLEMENTATION ROADMAP
Sprint 1: Foundation (Week 1-2)
- [ ] Set up Google Sheet with exact column schema (8 sheets).
- [ ] Create GAS project, deploy as Web App.
- [ ] Build doPost router (action-based dispatch).
- [ ] Implement ID generators (APP-XXXXX, EMP-XXXXX, JOB-XXXXX, APL-XXXXX, AGT-XXXXX, GUA-XXXXX).
- [ ] Phone OTP (sendOTP, verifyOTP) with Fast2SMS integration.
Sprint 2: Registration + Language (Week 3-4)
- [ ] 8-language selection screen with flag/script cards.
- [ ] Applicant registration flow (phone, selfie with embedded GPS to Drive, category selection max 2, residence GPS auto-captured, 2 family referrals, language preference).
- [ ] Auto-generate QR Applicant ID at registration (signed QR -> Drive -> link stored in profile).
- [ ] "My QR Card" screen: applicant can view, download, and print their QR ID.
- [ ] Employer registration flow (phone, selfie with embedded GPS, type, optional ID photo, language preference).
- [ ] Language persistence (stored in profile, applied to all subsequent screens).
- [ ] Aadhaar QR scan (html5-qrcode JS) + face match integration (Face++).
- [ ] Aadhaar fallback: manual input of Aadhaar number, name, DOB, address (age auto-calculated).
Sprint 3: Template Library (Week 5-6)
- [ ] Populate JobTemplates sheet with 15+ templates x 8 languages = 120+ descriptions.
- [ ] Template browsing UI (picture cards with task names in selected language).
- [ ] getTemplates endpoint (returns templates filtered by language).
- [ ] postJob endpoint (template selection, optional 3 custom lines max 50 words each, salary band, adType Normal/Urgent, language).
- [ ] UPI payment link generation + screenshot upload + admin confirmation flow.
Sprint 4: Queue Core (Week 7-8)
- [ ] applyToJob with Haversine distance check + category match validation.
- [ ] updateJobQueue() -- the core 5-slot promotion engine (CRITICAL).
- [ ] rejectApplicant, shortlistApplicant, hireApplicant.
- [ ] getJobQueue (returns visible + shortlisted + waiting count).
Sprint 5: Browse & Dashboard (Week 9-10)
- [ ] getJobsForApplicant (category filter + radius filter + distance calc + Urgent priority sort).
- [ ] getEmployerDashboard, getApplicantDashboard (in user's language).
- [ ] Radius auto-expansion time-trigger (1 -> 3 -> 6 -> 9 km, every 6 hrs).
Sprint 6: Ratings (Week 11)
- [ ] submitRating with 10-attribute interface, blind mutual reveal logic.
- [ ] Profile rating summary computation.
- [ ] Rating integration into queue sorting.
- [ ] Mandatory rating gate: block employer from posting new ads and applicant from applying until previous placement is rated. AJNM Applicant ID handshake at hire confirmation.
- [ ] Failsafe 30-day auto-unlock for unresponsive parties.
Sprint 7: Frontend PWA (Week 12-15)
- [ ] HTML/CSS/JS single-page app skeleton with i18n (internationalization) framework.
- [ ] Service Worker for offline caching.
- [ ] Language switcher on every screen (speaker icon for voice).
- [ ] All screens in 8 languages: language select, OTP, selfie, category cards, job browse, employer queue, ratings.
- [ ] Web Speech API integration for voice guidance in all 8 languages.
- [ ] "Scan Applicant QR" screen for employer (camera -> scan -> verify -> display profile).
- [ ] "My QR Card" screen for applicant (view QR, download PNG, print instructions).
- [ ] "Send HIRE Offer" flow with RJC generation and applicant notification.
- [ ] "Accept/Decline HIRE" screen for applicant.
Sprint 8: Notifications & Polish (Week 16)
- [ ] Twilio WhatsApp integration for status notifications (language-aware).
- [ ] Daily digest for employers.
- [ ] Queue position updates for applicants.
- [ ] UAT with real users across 2-3 languages.
Sprint 9: Pilot Launch (Week 17-18)
- [ ] Deploy to 1 colony (50 applicants, 20 employers).
- [ ] Onboard 2-3 pilot Area Caption Agents.
- [ ] Test agent-assisted registration flow end-to-end.
- [ ] Test with at least 2 language cohorts.
- [ ] Collect feedback, fix bugs.
- [ ] Iterate based on real usage.
Sprint 10: Agent Network Scale (Week 19-22)
- [ ] Recruit and onboard 50 Area Caption Agents across pilot city.
- [ ] Agent training: registration flow, Aadhaar scanning, placement coordination.
- [ ] Agent geo-territory (GPS-based 3 km radius): enforce territory boundaries in Agent App.
- [ ] Anti-hopping system: phone/Aadhaar/face deduplication at registration.
- [ ] Agent dashboard with earnings tracker and territory health metrics.
- [ ] Agent rating system (rated by both applicants and employers).
- [ ] Agent matching engine: notify agent when employer in territory posts matching job. Agent sees only proximity-based job recommendations (no browsing).
- [ ] Employer SOS flow: employer sends SOS when worker disappears; agent reopens ad and reapplies.
- [ ] Agent quality monitoring dashboard (admin).
- [ ] Cooling period enforcement logic (90-day placement block).
Sprint 11: Counselling & Ecosystem Management (Week 23-25)
- [ ] Counselling module content (8 topics x 8 languages).
- [ ] Automated low-score detection and counselling flag.
- [ ] Agent counselling interface (conduct session, submit report).
- [ ] Agent earning: Rs.100/session from Social Good Fund (funded by 5% of guarantee pool profits).
- [ ] Post-counselling rating tracking (pre vs post comparison).
- [ ] Agent tier system: Bronze/Silver/Gold/Platinum with automated tier upgrades.
- [ ] Agent suspension automation based on churn score, rating, complaints.
- [ ] Agent income floor: Rs.3,000/month for first 3 months (qualifying agents with 20+ registrations).
Sprint 12: Trust, Compliance & Dispute Resolution (Week 26-28)
- [ ] Formal dispute ticket system: dispute rating, dispute end-employment, 72-hour resolution SLA.
- [ ] Bayesian average rating credibility (pseudo-ratings for new agents).
- [ ] Dispute history visibility on both profiles.
- [ ] Account deletion flow: 30-day grace period, data anonymization, DPDP Act compliance.
- [ ] Data export: "Download My Data" button -> ZIP generation, 7-day window.
- [ ] "Change Phone Number" flow with dual OTP verification.
- [ ] "Block/Mute User" feature for both employers and applicants.
- [ ] Profanity filter in all 8 languages for custom lines.
- [ ] "Report Job" button for applicants.
- [ ] Day-7 pulse check automation for guarantee placements.
- [ ] Three-way placement confirmation (employer + applicant + agent OTPs).
Sprint 13: Growth Infrastructure (Week 29-32)
- [ ] Referral code system: unique 6-character codes, auto-tracking, dashboard.
- [ ] Language cohort tracking dashboard: new users by language, retention by language.
- [ ] PWA landing page with browser language auto-detect.
- [ ] Agent recruitment pipeline: online form, video call vetting, 2-day training, certification quiz.
- [ ] Employer subscription tiers: Rs.299/month (Basic) / Rs.499/month (Pro).
- [ ] B2B Maid Agency tier rollout: Rs.80/ad bulk posting.
- [ ] Digital wallet for employers: prepaid balance, auto-deduction per ad, lower PG fees.
- [ ] "Print Partner" feature for QR ID printing via nearby agents/shops.
Post-Launch (Ongoing)
- [ ] Referral program go-live with auto-tracking.
- [ ] IVR fallback for non-smartphone users (per language).
- [ ] Multi-city multi-language rollout.
- [ ] Agent network expansion to 500+ agents.
- [ ] Admin analytics dashboard.
- [ ] Automated payment gateway (Razorpay) replacing manual verification.
- [ ] Firebase RTDB as real-time replica (backup for Sheets single point of failure).
- [ ] Cloud SQL migration planning (at 5,000+ ads/month).
- [ ] GST compliance API integration (ClearTax/GSTZen at 10K+ ads/month).
- [ ] Micro-insurance add-on for domestic workers (partner: ACKO/Digit).
- [ ] Voice-based IVR job application for non-smartphone illiterate users.
- [ ] Agent PWA with full offline support (Workbox, IndexedDB).
15. RISK MITIGATION
| Risk | Likelihood | Impact | Mitigation |
|---|---|---|---|
| --- | --- | --- | --- |
| Cold start: no applicants in a locality | High | High | Radius auto-expansion + free ads for early employers + ground team onboarding |
| 8-language content gets out of sync | Medium | Medium | Centralized template management in Sheets; single source of truth; version tracking per language |
| Employers not paying after posting | Medium | Medium | Job only goes live after payment confirmed |
| Fake/bot applications | Medium | Medium | Phone OTP + device fingerprinting + rate limiting |
| Aadhaar data compliance violation | Low | Critical | Never store full Aadhaar; masked only; explicit consent in user's language; legal review |
| Face match API costs scaling | Medium | Low | Batch processing; negotiate volume pricing; fallback to admin manual review |
| Employer rejects mindlessly just to refresh | Medium | Medium | Rate-limit rejections (max 10/day); show "Are you sure?" confirm in local language |
| Safety incident (domestic help context) | Low | Critical | Verified IDs mandatory for sensitive roles; emergency button in app; insurance add-on; clear TOS |
| Google Sheets quota limits (read/write) | Medium | Medium | Cache reads; batch writes; migrate to Cloud SQL/Spanner at 50K+ users |
| Competitor replicates 8-language model | Medium | Medium | Build density + reputation data moat fast; content investment as barrier |
| Agent creates fake applicant profiles | Medium | Medium | Aadhaar verification mandatory for agent-assisted profiles; audit trail per agent; agent rating system |
| Agent bypasses platform (direct dealing) | Medium | High | Agent agreement with exclusivity; agents lose rating + get suspended if caught; platform provides value agents cannot replicate (matching engine) |
| Agent overcharges or exploits applicants | Medium | Medium | Fixed price displayed in agent app; rating system; complaint hotline; mystery shopping audits |
| Low agent quality damages platform trust | Medium | High | Minimum 3.0 star rating threshold; auto-suspension below 2.5; mandatory agent training; performance dashboard |
| Employer abuses guarantee (cycles workers) | Medium | Medium | Track employer churn; max 1 replacement per guarantee claim; employer rating penalized for pattern |
| Payment fraud -- fake UPI screenshot | Medium | Medium | Auto-verify via payment gateway webhook (post-MVP). MVP: cross-check UPI txn ID with bank SMS alert. |
| Data privacy breach -- employer ID photos in Drive | Low | Critical | Encrypt Drive folder. Access logging. Auto-delete ID photos after 6 months of employer inactivity. |
| Agent-employer collusion -- fake replacement claims | Medium | Medium | Random AJNM staff call to worker phone to confirm departure. 5% audit sample of all guarantee claims. |
| Google Sheets outage -- single point of failure | Medium | Critical | Automated daily backup to another sheet. Add Firebase RTDB as real-time replica (free tier: 1GB, 10GB/month). |
| Agent data misuse -- selling applicant phone numbers | Medium | Medium | Non-compete + data privacy clause in agent agreement. Mystery shopping with test callers. Agent caught = permanent ban + legal notice. |
| GST compliance at scale | Low | Medium | 18% GST on ads, monthly filing. Use ClearTax/GSTZen API integration at 10K+ ads/month. |
16. FINANCIAL PROJECTIONS
16.1 Three-Year P&L Projection (Conservative, 70% Normal / 30% Urgent mix)
| Year | Paying Employers | Ads/Year | Replacement Guarantees (uptake) | Maid Agency Ads | Subscribers (avg/mo) | Ad Revenue (Net) | Guarantee Revenue (Net) | B2B + Sub Revenue (Net) | Total Revenue | Agents | Costs | Profit |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Year 1 | 2,000 | 6,000 | 600 (10%) | 600 | 20 | Rs.7,68,000 | Rs.3,00,000 | Rs.1,17,600 | Rs.11,85,600 | 100 | Rs.1,80,000 | Rs.10,05,600 |
| Year 2 | 10,000 | 30,000 | 4,500 (15%) | 3,000 | 100 | Rs.38,40,000 | Rs.22,50,000 | Rs.8,64,000 | Rs.69,54,000 | 500 | Rs.9,00,000 | Rs.60,54,000 |
| Year 3 | 40,000 | 1,20,000 | 24,000 (20%) | 12,000 | 500 | Rs.1,53,60,000 | Rs.1,20,00,000 | Rs.44,40,000 | Rs.3,18,00,000 | 2,000 | Rs.36,00,000 | Rs.2,82,00,000 |
Ad revenue: blended avg (70% x Rs.99 + 30% x Rs.198) = Rs.128/ad net excl. GST. Guarantee revenue: (Number of guarantees x Rs.500). Agent penalties (Rs.100/failure) collected by AJNM and passed to employer as refund = net zero for AJNM. AJNM always nets Rs.500 per guarantee regardless of replacement outcome. B2B: Rs.80/ad. Subscriptions: avg Rs.399/month x subscribers x 12. Costs: Rs.8/ad at <5,000/month, tapering to Rs.5.50 at 50K+/month.
16.2 Funding Requirements
| Stage | Amount Needed | Use of Funds |
|---|---|---|
| --- | --- | --- |
| Bootstrap (MVP) | Rs.0 | GAS free tier; founder's time |
| Seed | Rs.50 Lakhs | Team (3-5), marketing (ground ops in 5 cities), SMS/API costs, 8-language content audit, agent recruitment & training (~Rs.500/agent), legal compliance, dispute resolution staffing |
| Series A | Rs.5 Crores | Tech migration (off Sheets to Cloud SQL), 20-city expansion, brand marketing in 8 languages, AI matching engine, IVR infrastructure, agent network to 2,000+, insurance partnerships |
APPENDIX A: GLOSSARY
| Term | Definition |
|---|---|
| --- | --- |
| 5-Slot Queue | The live moving window of 5 visible applicants; not a hard limit but a dynamic viewport into an unlimited queue. |
| Under Processing | Applicant status when they have applied but are not yet visible to the employer (queued behind the 5 visible slots). |
| Shortlist | Employer action that saves an applicant for interview without consuming a visible slot; max 3 shortlists per job. |
| Normal Ad | Rs.99 + GST job ad; 27 days; standard ranking in applicant feeds. |
| Urgent Ad | Rs.198 + GST job ad; 27 days; priority feed placement for 7 days with "URGENT" badge. |
| Pre-defined Task Template | A ready-made job description in 8 languages that the employer selects with one tap. Up to 3 custom lines can be added. |
| Category | Profession grouping (Domestic, Driver, Sales, Office Admin, Worker, Security, Cleaning). Applicants choose max 2; jobs are filtered by category. |
| Employer ID | Unique, persistent identifier for each registered employer (EMP-XXXXX); anchor for rating and job history. |
| Applicant ID | Unique, persistent identifier for each registered applicant (APP-XXXXX); anchor for verified identity, rating, and category preferences. |
| Agent ID | Unique, persistent identifier for each registered agent (AGT-XXXXX); anchor for agent rating, earnings, and applicant tracking. |
| Haversine | Formula to calculate great-circle distance between two lat/lng coordinates; used for radius filtering. |
| Radius Expansion | Automatic widening of job visibility from 1 km -> 3 km -> 6 km -> 9 km over time to prevent zero-result dead-ends. |
| Blind Mutual Rating | Rating mechanism where neither party sees the other's rating until both have submitted, preventing retaliation. |
| Grandma UI | Design philosophy of extreme simplicity: one action per screen, picture cards, voice guidance, 8 languages. |
| PWA | Progressive Web App -- a website that can be installed on the home screen and works offline for cached content. |
| i18n | Internationalization -- the technical framework that enables the app to display in 8 languages. |
| Area Caption Agent | On-ground local entrepreneur who assists non-literate applicants with registration (earns Rs.100) and coordinates placements (earns Rs.500 per placement). DEFAULT bound to 3 replacements within 90 days. |
| Agent-Assisted | Registration mode where an agent enters an applicant's details on their behalf. Profile carries an "Agent-Assisted" badge. |
| Placement Fee | Rs.500 paid by employer to agent for ANY agent-mediated placement. Agent is DEFAULT bound to provide 3 free replacements within 90 days. |
| Replacement Guarantee | Optional employer add-on: employer pays Rs.500 to AJNM. If agent fails to provide replacements, employer gets Rs.100 refund per failure (max Rs.300). Agent pays Rs.100 penalty per failure to AJNM (max Rs.300). AJNM always nets Rs.500. |
| Recruitment Job Code (RJC) | Unique code generated when employer sends a HIRE offer. Both parties must confirm using this code to complete recruitment. |
| QR Applicant ID | Cryptographically signed QR code containing applicant's verified identity. Printable on A4. Scanned by employer for physical identity verification at recruitment. |
| Digital Handshake | The two-way confirmation (employer sends offer + applicant accepts) that completes a recruitment on AJNM, creating a verifiable audit trail. |
| Geo-Territory | Agent's assigned operating area defined by a GPS radius (3-6 km) from their location, not by rigid pincode boundaries. |
| Employer SOS | Emergency protocol: employer notifies agent when a worker stops reporting without notice. Agent can reopen the original ad and reapply with new applicants at no extra cost to the employer. |
| Custom Requirement Lines | Up to 3 optional lines (max 50 words each) that an employer can add to a pre-defined job template for job-specific critical needs. |
| GPS Selfie | Selfie photo taken in-app with GPS coordinates embedded in the image EXIF data, proving the user was physically at that location during registration. |
| Residence GPS | Applicant's home location auto-captured via GPS at registration, used as backup for distance calculation and territory assignment. |
| Cooling Period | 90-day restriction (30 days for part-time) preventing an agent from re-placing an applicant who already has an active placement. Waived for mutual exits, abuse cases, or employer termination. |
| Counselling Programme | Structured 20-30 minute sessions conducted by agents for low-rated applicants (<3.0 stars). Topics: punctuality, work quality, communication. Agent earns Rs.100/session from AJNM's Social Good Fund (funded by 5% of guarantee revenue). |
| Ecosystem Manager | The agent's elevated role: not just placing workers, but managing the entire local workforce community -- counselling, mediating, recruiting, and quality-checking. |
| Agent Tier | Bronze/Silver/Gold/Platinum levels based on performance (registrations, placements, churn rate, rating). Higher tiers earn bonuses (5-15%), income floor support, and exclusive territory rights. |
| Replacement Guarantee | Optional employer add-on (Rs.500 to AJNM): Rs.100 refund per failed replacement (max Rs.300). Agent pays Rs.100 penalty per failure (max Rs.300). AJNM always nets Rs.500 regardless of outcome. |
| Dispute Ticket | Formal resolution process: user disputes a rating or end-employment -> AJNM reviews within 72 hours -> upheld (rating weight reduced) or overturned. 3+ upheld disputes = auto-suspension. |
| Data Export | "Download My Data" feature generating a ZIP with profile, ratings, placement history, and messages. 7-day generation window. DPDP Act compliance. |
| Account Deletion | 30-day grace period before account anonymization. Ratings become "Former User." Aadhaar data purged. DPDP Act compliance. |
| Referral Code | Unique 6-character code (e.g., "AJ4K2M") auto-generated at registration. Tracks referrer automatically. Dashboard shows referral count and pending rewards. |
| B2B Maid Agency Tier | Rs.80/ad bulk posting rate for maid/placement agencies (minimum 10 ads/month). Monthly invoicing. |
| Employer Subscription | Rs.299/month (unlimited Normal) / Rs.499/month (unlimited Normal + 3 Urgent). Creates recurring revenue. |
| Digital Wallet | Employer prepaid balance (Rs.500/1000). Auto-deducts per ad. Reduces PG fees from 2.5% to 1%. |
| Quick Rate Mode | Simplified 5-question yes/no rating for low-end phones. Converts to star equivalents. Full 10-attribute mode always available. |
| Day-7 Pulse Check | Auto-notification to employer at day 7: "Is worker still employed?" Confirms minimum work duration for guarantee counting. |
| Three-Way Placement Confirmation | Employer + Applicant + Agent each confirm via OTP before placement is counted. Prevents fake "paper placements." |
| False SOS | Agent verification that SOS was incorrect (worker still employed). Employer gets 1 strike. 3 strikes = SOS privilege revoked for 90 days. |
| No Aadhaar Profile | "Unverified" label for applicants without government ID. Alternative ID (voter card, ration card) stored. Bottom of queue priority. Can upgrade later. |
| Agent Income Floor | Rs.3,000/month minimum guarantee for first 3 months (agents registering 20+ applicants). Recoverable from future earnings. |
| Agent Area Lead | Platinum-tier agents managing 5-10 sub-agents. Earns 10% override on sub-agent earnings. |
| Agent Device Support | Rs.200/month digital stipend for Silver+ agents. Rs.1,000 one-time device reimbursement after 50 registrations (Bronze). |
| Language Cohort Tracking | Analytics showing new users and retention by language. Enables targeted growth strategies per linguistic demographic. |
APPENDIX B: KEY SUCCESS METRICS (KPIs)
| KPI | Target (Year 1) | Target (Year 3) |
|---|---|---|
| --- | --- | --- |
| Monthly Active Employers | 500 | 10,000 |
| Monthly Active Applicants | 5,000 | 1,00,000 |
| Ads posted/month | 600 | 12,000 |
| Normal / Urgent mix | 70% / 30% | 65% / 35% |
| Avg applicants per ad | 15 | 25 |
| Avg rejections to hire | 8 | 5 |
| Hire rate (ads filled) | 40% | 55% |
| Avg time to hire | 5 days | 3 days |
| Employer NPS | 45 | 60 |
| Applicant NPS | 50 | 65 |
| Rating participation rate | 30% | 60% |
| Verified applicant % | 25% | 70% |
| Active languages (with >100 users) | 3 | 8 |
| Category match accuracy | 90% | 95% |
| Active Area Caption Agents | 100 | 2,000 |
| Agent-onboarded applicants | 5,000 | 1,20,000 |
| Agent placement rate (guaranteed) | 40% | 60% |
| Agent avg rating | 4.0 | 4.3 |
| Guaranteed placement uptake | 10% | 20% |
| Guarantee claim rate (churn) | 30% | 20% |
| Avg agent churn score | 25% | 15% |
| QR ID downloads (printed) | 40% | 75% |
| QR-onboard confirmations | 30% | 65% |
| Counselling sessions conducted/month | 20 | 500 |
| Post-counselling rating improvement | -- | +1.2 stars avg |
| Agent tier distribution (Silver+) | 10% | 40% |
| Agent churn (agents leaving platform) | 30% | 10% |
| Employer subscribers (monthly) | 20 | 500 |
| Maid agency partners | 5 | 200 |
| B2B ad volume/month | 50 | 1,000 |
| Wallet adoption rate (employers) | 5% | 40% |
| Disputes raised/month | -- | 50 |
| Disputes resolved within 72h SLA | -- | 90% |
| Account deletion requests | -- | Handle within 30-day window |
| Data export requests | -- | Fulfill within 7-day window |
| Referral code usage rate | 15% | 40% |
| Language cohort retention (90-day) | 30% | 55% |
| Pulse check response rate | 20% | 60% |
| Three-way OTP confirmation rate | 40% | 75% |
APPENDIX C: 8-LANGUAGE UI STRING MAP (Sample)
| Key | Hindi | Bengali | Telugu | Marathi | Tamil | Gujarati | Kannada | Malayalam | English |
|---|---|---|---|---|---|---|---|---|---|
| --- | --- | --- | --- | --- | --- | --- | --- | --- | --- |
apply_btn | Aavedan Karen | Abedon Korun | Dharakhati Cheyandi | Arja Kara | Vinnappam Seiyavum | Arji Karo | Arji Madu | Apekshikkuka | Apply |
reject_btn | Asvikrut Karen | Baddho Korun | Tiraskarinchandi | Nakar Dya | Nirakarikkavum | Na Pasand Karo | Tiraskarisi | Nishedhikkuka | Reject |
shortlist_btn | Chune | Bachai Korun | Shortlist Cheyandi | Nivad Dya | Surukku Pattial | Pasand Karo | Shortlist Madu | Shortlist Cheyyuka | Shortlist |
normal_ad | Samanya | Sadharan | Sadharana | Samanya | Chadharanam | Samanya | Sadharana | Sadharana | Normal |
urgent_ad | Tatkal | Joruri | Atyavasara | Tatkalin | Avasaramana | Tatkalik | Tatkalin | Attyavashyamaya | Urgent |
choose_lang | Bhasha Chune | Bhasha Pachhai | Bhasha Ennuka | Bhasha Nivada | Mozhi Therndedukka | Bhasha Pasand Karo | Bhashe Aydisikolli | Bhasha Theranjedukkuka | Choose Language |
pick_category | Kaam Chune | Kaaj Pachhai | Pani Ennuka | Kaam Nivada | Velai Therndedukka | Kaam Pasand Karo | Kelasa Aydisikolli | Joli Theranjedukkuka | Pick Your Work |
End of Business Model Document
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