kleeto is a young start up started by Naresh Chand and Sunil Mahajan and the idea is very simple. They take all your documents and your data. For more info visit http://www.kleeto.in

1. kleeto.in: Targeting 10000 users by
the end of 2011
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kleeto is a young start up started by Naresh Chand and Sunil Mahajan
and the idea is very simple. They take all your documents and your
data. They digitise it and keep it available for you on the web for you
to use it anytime anywhere. kleeto already has about 1,500 clients, but
they want to grow and grow fast. So, CNBC-TV18 decided to give
them a Young Turks tutorial with Saurav Srivastava of Computer
Associates.
Sunil Mahajan’s kleeto.in is a click to click solution manage all your
important data and documents. An online service that offers user
services like digitisation and storage of their confidential to data and
allows them to access their data online. Launched in December 2010, with the initial investment of USD
500-1,000, the venture has partnered with companies like Fedex and DHL to manage logistics.
The services of this virtual manager can be subscribed by users as little as Rs 200 to Rs 2,000 annually.
Sunil hopes to reach out to 10,000 users by the end of 2011. Targeting both the B2C and the B2B
market, kleeto today manages to 1,500 users and a dozen business accounts. But, the team is still
undecided on what kleeto’s focus should be.
So, CNBC-TV18 connected kleeto with Saurav Srivastava, one of India’s leading IT entrepreneurs and
venture capitalists. Chairman of Computer Associates India, Saurav co-founded, the India Angel Network.
Q: We are getting good traction from both consumer side as well as SMB side. So, how do we
effectively market to both the segments?
A: The interesting thing about your business is that at one level it is the same value proposition. We are
going to get all kind of documents, you will digitise them, you will store them, and will make their access
easy. But the difference is in selling. So, how you sell to the consumer market and how do you sell SMBs
is very different.
What you are doing is testing the water on both, that is okay because the backend is the same. But you
probably have to look very quickly and see is there one of these that is a lot easier to sell, that is taking off
a lot faster. See which one is biting faster, decide to focus your effort and investments on that part which
is scaling must faster. Eventually you should do all. It is a question of what you do first.

2. Q: How can we develop the mind share because it requires the mind share to be developed in
terms of the consumers?
A: As a concept, it is almost like a product because what you are saying is very simple. The question in
their minds will be how safely can I get the document, will I actually get it when I want to. So, I would
focus a lot of time on can you deliver on it. So, some of the things that you told me, for instance, that to
pick up and drop off the documents would be by DHL or Fedex, a very good idea because that
immediately builds confidence. They don’t know who you are, but they do know who Fedex is.
Q: kleeto, as you said requires lot of trust to be built. There are two ways we believe where trust
can be built, one by doing lot of spending on marketing and brand building, other way is we grow
slow. We pick up only genuine people, we get right customers and spread the thrust through word
of mouth. So, we are confused which channel to pick up and how to go about it?
A: I think initially you want to make sure that you have validated your concept. Basically ensure that end
to end you are able to do what you are telling people you will do. So, till you got that validated and
confident, you should go slow. When you have done that, there is no reason to be slow. Advertising is not
the only way of getting it. I would say PR is better, faster because other people say things about you, that
builds more trust.
Q: About growth of kleeto, we are looking at either offering free trials to a lot of people and then
that is how we grow. Or shall we look at paid customers, may be smaller number, but slowly build
that scale until our company?
A: I am not usually a great fan of free service because people may not use it. By all means you can get
starter packs, give it cheap, very low investment because remember the investment that people have to
make is a lot more than money. They have to find the documents, they have to put them together, so I
wouldn’t do it free. But yes, I could give them trial offers.
Srivastava says, "kleeto is in a very early stage. So you can’t actually rate them nine or ten out of ten. It is
still in formative stages. But I would still rate them as a seven on ten because I think they have done
some good thinking around where they are going. The founders have done a lot of strategising around
the different things they could do, it is a good space, there are companies that have done something
similar, but not quite what they are planning to do."