RISTA launched a feature that helped restaurant businesses create posters and other marketing material.
DotPe · RISTA
Professional work
Turning a feature launch into adoption and expansion
Company at a glance
DotPe · RISTA
What they doRista is DotPe's restaurant-management and point-of-sale product.
Known forBilling, menu and inventory management, CRM, reservations and restaurant analytics.
Funding & milestonesDotPe announced a $58 million funding round in 2022; this is parent-company funding, not a Rista-specific round.
Sources: Rista productDotPe press
TL;DR · 30-second version
I built separate education and calls to action for existing higher-tier users and lower-tier upgrade prospects.
I recall roughly 20% higher feature usage and about 500 marketing-assisted upgrades.
Recalled increase in feature usage
Marketing-assisted higher-tier upgrades
Campaigns across the wider RISTA programme
The full story
One launch, two audiences: help existing higher-tier users adopt a feature and give lower-tier users a reason to upgrade.
One launch, two customer needs
The new feature helped restaurant businesses create posters, advertisements and other material for social media and customer communication. It lived in a higher software tier.
The new feature helped restaurant businesses create posters, advertisements and other material for social media and customer communication. It lived in a higher software tier.
Existing higher-tier users needed a reason to try it. Lower-tier customers needed to understand why the capability was worth paying more for. I built the email campaign around that difference.
Education before the pitch
The emails started with the business need: why marketing mattered and how restaurants could use social media, WhatsApp and communities to reach customers. The feature then appeared as a practical way to create the material those activities required.
The emails started with the business need: why marketing mattered and how restaurants could use social media, WhatsApp and communities to reach customers. The feature then appeared as a practical way to create the material those activities required.
For higher-tier customers, the next step was to start using it. For lower-tier customers, it was a conversation with Sales or Account Management, who used the marketing and CRM capabilities as an upgrade wedge.
What changed
I recall roughly 20% higher feature usage and approximately 500 businesses upgrading to a higher tier. The upgrades were marketing-assisted; Sales and Account Management helped convert the interest created by the emails.
I recall roughly 20% higher feature usage and approximately 500 businesses upgrading to a higher tier. The upgrades were marketing-assisted; Sales and Account Management helped convert the interest created by the emails.
Across my broader DotPe work, I owned more than 200 email campaigns associated with ₹2.9 million in business-tracked attributed revenue. That wider figure was tracked in sales software and does not belong to this launch alone.
Evidence note: Feature-usage and upgrade figures are approximate professional recollections; the original campaign report and measurement window are not currently available.