Category Archives: Business

Product Reviews, Sales & Marketing

#RELOOKUP – Rationalizing Housing’s emotional appeal

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Ever since I’ve had a wife – my only one – from the advertising arena, I’ve developed a keen eye for commercials & hoardings. If you’ve been in Mumbai in the last month or so, there is no way you have missed the myriad of Housing.com banners extending for miles. Touching emotions is the magic bullet to successful campaigns in the Indian market. Housing did just that, and I feel it succeeded. But when I visited the portal, I felt it lacked the means to realize the dreams the hoardings had shown me, albeit a slick user interface.

Here is what I thought would’ve helped kick-start the #LOOKUP journey and rationalize the emotional appeal.

See nothing? View the presentation on SlideShare
Header image: Sharad Madiman / Gaurav Prakash

 

Product Marketing, Sales & Marketing

3 reasons for e-commerce to go mobile-only

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A couple of weeks back, Myntra announced it was closing its web-shop to focus on a mobile-only strategy. With Myntra’s app-based sales already at 60%, it is now aiming at 90%. Soon after, its parent and India’s largest e-commerce site, Flipkart, confirmed similar plans for the next year. Why are  eCommerce giants moving from a mobile-first to mobile-only strategy? Here are the top reasons for having users on the mobile platform – all of which directly impact the bottom line.

1. Customer acquisition & retention

With penetration in India expected to reach 45% by 2020, mobile-only is a flawless strategy to tap into the next generation of eShoppers. A single page m-site is enough to redirect (or force) users to move the existing user base to an app. Comparing products across individual apps is painful. Unless someone comes up with a comparison app, that can launch individual apps for detail, users are likely to stick to a single app. Achieving such a mindshare and stickiness is much harder to do on the web.

2. Insight for direct marketing

Once an app is installed, keeping track of consumer behaviour – usage, shopping times, interests, conversion, etc – is very easy. With registered users, additional demographic information is available which together with predictive analysis can be used to generate personalized suggestions. Push notifications allow strong, direct interaction with the user. In addition to suggestions, it can be used to communicate offers and remind inactive users of abandoned carts, without the fear of getting stuck in spam folders. With direct access to the user, spend on ads & affiliate marketing can be reduced, which otherwise shrinks margins by 8-20%.

3. Cost savings & increased sales

Once developed, apps are cheaper to maintain and can scale faster than the web front and avoid  scaling issues like with the Big Flipkart sale. It also helps deliver better user experiences, optimized to generate sales. With users connected 24×7 via mobile, apps allow users to shop on-the-go. It also makes bundling, up-selling, cross-selling, and generating repeat business much easier. Direct access to users saves 8-20% of margins otherwise lost on ads & affiliate marketing, driving the customer retention cost to a minimum.

In the News, Sales & Marketing

Driving consumer passion to “Make In India”

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MakeInIndia’s success at the Hannover Messe has been the talk of the town for a while. And truly so, it has made every Indian proud of the country’s vision. While the program is primarily meant to transform India into a manufacturing-driven economy, I do not see why it cannot be extended to everything we make in India – whether for export or domestic use.

All through my travels in Australia, I couldn’t ignore the promotion of products made in Australia, by Australian owned businesses – right down to bread and water.

Promotion of products made in Australia
Promotion of products made in Australia

Population is a double-edged sword. While population shrivels available resources, it itself is an important resource in industrialization. And India can use this abundant resource to its advantage, to make #MakeInIndia a reality. For this, I think it is key Continue reading Driving consumer passion to “Make In India” →

Business, Travel

The plight of business travel

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I would usually write personal travelogues titled ‘A day in Thimpu‘. But I’d rather use something like ‘Singapore in a day’ when writing about business travel. The pun, only to demystify business travel along with the craziness & hazards that surrounds it. As soon as one steps in IT, the first thing they want is to get onsite and I felt the same way. But the excitement only lasts the first few trips. This one is about one such trip to Singapore last month, where I took a late night flight after a day’s work, and headed straight to a meeting on landing. I’ve done such meetings multiple times, in every direction, in every continent, and have kind of mastered it.

Stretching out
Stretching out

Since I don’t fly business (and luck never favors an upgrade), I try opting for an emergency row seat. I have a trolley bag that levels Continue reading The plight of business travel →

Being a Product Manager, Operations & Management

Don’t be desperate to crash time

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Everyone in the software industry, has at some point of the other, been part of a delayed project. The result is often a war room where all the big shots put their heads together to save face. Imagine one such meeting where everyone is focussed on crashing time. Management is willing to compromise margins and the project manager has been given the authority to do anything it takes to deliver the project sooner.

All eyes are on the development team to see what they can do to expedite. Desperate, the project manager thinks he has an offer the Dev manager can’t refuse. He takes pride in offering to add more resources to the project. The Dev manager, however sane otherwise, goes ballistic on hearing this and yells out: ‘9 Women Can’t Make a Baby in a Month’. There is a moment of silence. Then, the noobs giggle, the big shots calm down and the PM walks out of the room.

9 mothers can't make a baby in a month
Courtesy: piedtype.files.wordpress.com

This is Brooks’s law, and every software engineer gets exposed to this mantra/joke – whichever way you take it – in the very first years on the job. If Pressman was as bold as Fred Brooks, he would’ve added it to his Software engineering bible. This is 100% true Continue reading Don’t be desperate to crash time →

Finance & Accounting

Jargon: Consumer P&L

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Consumer P&L is an analysis of the profit and loss from individual consumers/customers or a segment, for products & services they avail. This is extremely important, at least in the software business, because when you sell an additional CD or host another tenant, it does not affect your input cost, but it definitely adds to overheads such like the billing & support functions. So when undercutting prices and compromising on margins, one should note that these costs will continue to add up, even though infrastructure, RnD & production costs hold level. This is still possible if the business model & product packaging is well thought of – that is if you have something special for the  super consumers.

I first bumped into this idea when reading Eddie Yoon’s article title Why Verizon’s iPhone Could Be Good for AT&T where he highlighted the need to focus on loyal, super consumers who make a considerable impact on your bottom line rather the divas & deal chasers.

Economy, In the News

Mumbai traffic, the continuity equation & polictical will

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Mumbai has given me my friends, education, bread, happiness & sorrow – I love it. But with that it has given us traffic & pollution – 2 things unavoidable in this city. Despite of the patient Gaurav Samant driving me to work on that crazy JVLR, both of those rankle me everyday. But over the last couple of months, I’ve come to conclude that the traffic problem in Mumbai is a mere flow-rate issue. I might have lost touch with the intricacies of fluid dynamics, but the flow rate concept is simple enough to recollect & apply here. Wider roads have more cars flowing per second (wider area allows high velocity, hence higher flow rate). And its exactly the opposite on narrower roads. When 2 roads come together to form a road narrower than the sum of their widths, theoretically cars would have to go faster to keep the flow-rate constant. But I wish Mumbai roads allowed this. Such joints are usually where traffic clogs due to damaged roads & lack of driving sense.

The first problem is that these devastated intersections are “No Contractor’s Land”. Continue reading Mumbai traffic, the continuity equation & polictical will →

Finance & Accounting, Life & People

Do we kill our assets?

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Yeah, I know its been quite some time since I wrote. Difficult time that made me look 20 years older. Naah, don’t get at my hair. Never mind. Things are better now. But some things haven’t changed. Traffic sucks with an average car buyer spending 7.5 lakhs (39% up since ’06), while we’re speculating the ill-effects of the Nano. Markets are volatile, gold is more valuable than ever. While the house buyer is speculative in the pretense of builders, BMC & the government fighting each other, property rates are only going north. Terrorism is testing our patience & resilience, while Kasab celebrates his birthday in a country that’s at the behest of robbers & killers. What are we doing? Creating circles on Google Plus, letting potholes break our spine, and gathering papers to file IT returns (btw, filling thru Sahaj takes less than 15 minutes & rupees) So here we are justifying while our assets are being killed & burnt in the name of tax.

But what are assets? Things that can make us happy & sad. Things in which we invest time, money & energy for a better future. Things we won’t let go easily. Gold, stock, property for example. But don’t you think assets cover people, promises? And as someone rightly argued, your own body (as a plant)? People & promises that have the power to make you smile, and reinforce confidence to audaciously embrace challenges. And so is your body, Continue reading Do we kill our assets? →

Data & Information, Life & People, Product Marketing, Sales & Marketing, Tips & Tricks

Why ignorance is bliss today & 5 ways to ignore online junk

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I’m a cleanliness freak – to the extent of cleaning up my Facebook wall. Over the last week, there’s been a lot of spam with wall messages that read: “Hahaha! Mine is hilarious. Check out yours”? Familiar? Yes, that silly app which tells you how you would look in the future. I never tried it, but tired of the requests, I urged friends to avoid it via a FB update. 13 people liked it, but I only hope its the latter of these 2 messages it conveys: how awful I look, and how useless that app is. (I take everybody’s privacy too seriously, hence some masking)

My Status Update
Still wondering what 13 people really liked?

Publicity fail

That application – whatever its name is – is a complete fail in terms of its messaging. Understand the scenario: that app is sending me a persuading message to try it on a friend’s recommendation. The least I expect is Continue reading Why ignorance is bliss today & 5 ways to ignore online junk →

Sales & Marketing

Jargon: Wedding test

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In my reading I came across this funny thing called the wedding test. It involves checking for the male customer’s wedding ring when he’s shopping. The ring signals a very high likelihood that purchased goods will be returned on account of being dejected by the female partner. I’m not being a chauvinist or hinting how complicated & choosy women are, but its funny if this is now part of the sales curriculum. Sure that this makes Inside Sales far more challenging!