FITTING PRODUCT TO MARKET – DO'S & DONT'S - Venugopal Iyengar, COO, Apalya Technologies

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Business

Product Market Fit
Or the quest for true happiness

Definition… lets get it over with
• Product-market fit:
– Being in a good market with a product that can
satisfy the market
– Being in a good market (??)
with a product that can satisfy (??) the market

And theories that are not always
theories…

A bit of background
• Pioneering mobile video
– Visionary product, low visibility market
• Juggling with constraints
– Satisfying demand?
• Evolution
– Video makes its mark
– Biggest ticket
• Expansion – It’s not an option!

Was there a method?
Not really
But there are learnings

The Product Market Journey… in no particular order
PRODUCT
OTT, Multiscreen play,
full spectrum capability
Direct to Consumer
Engagement, reminders
notifications
WAP to App
Multiple CDNs
Adaptive Bit Rate
Video stitching
THE QUEST FOR FIT
Poor Networks,
Basic devices
Global Push, discovery
of video, differentiation
Improving networks,
Push for data
Data growth, Operator
support
Smartphones, Apps,
Organic discovery
Mobile-heavy,
TV Hungry
MARKET
Mobile TV
Multi-operator model
for Live TV
B2b App upgrade,
early days of on-
demand
Platform Licensing
Multiple device,
broadband growth
OTT, Carving a niche
D2C App with
operator billing
Beginning of
International push

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Angel Investment Insights

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Here are the takeaways from our speaker at last Saturday’s meeting on “Successful Apps - The Hygiene Factors” - 1) An App idea must serve a specific need, preferably be a “pain killer” rather than a “vitamin” 2) Aim to generate revenue. If you plan to be a charity, get out of the Startup business 3) Seek feedback from people (not family & friends) using a quick and dirty prototype, and ensure that the App is intuitive to your audience. Test and Test again 4) Keep budgets low, evaluate your own strengths and skills, and combine the needs of your business with the right blend of employment and outsourcing 5) Fail quickly and cheaply. Have contingencies planned, pivot or quit if need be, but quickly 6) Founders should recognize that just tech does not sell, marketing and monetizing Apps is a huge challenge

SUCCESSFUL APPS - THE HYGIENE FACTORS: SUDHIR GOEL

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“Chaipoint.com – The Power of Execution” was a session that dissected the Chaipoint case-study - a retail outlet and delivery chain that sells mainly freshly brewed Chai (tea), to the white-collared Indian worker. The Startup launched in 2010 and now serves more than 1m cups of tea and adds 3-4 retail outlets a month. The company took a simple, well-understood concept of “Chai” and achieved it's current scale through relentless execution. Key takeaways: 1) An idea without execution only remains an idea; Intellectualize, but start executing quickly to enable market validation and fine-tuning 2) Aim for profitability right from the beginning 3) How quickly you assimilate your learning into your process is also a reflection of your potential scale 4) Defining process and detail that can be used to train employees should be a key focus 5) Appropriate use of Information Technology and adaptation over time should be a hygiene factor 6) Open communication channels with employees and a flatter organization leads to quicker problem resolution as they arise.

CHAIPOINT.COM -THE POWER OF EXECUTION -TEJUS CHANDRA, CFO, MOUNTAIN TRAIL FOODS

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Startups - How to Survive the First Three Years - Tapan Kumar Das, CEO iTiff...

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“Demystifying Funding for Startups” was an excellent session that sketched the basics of early stage funding. Picking the right “color of money” is important - an investor’s attitude, risk appetite, knowledge, and networks, amongst others, add value to the Startup. Likewise, picking the “wrong” investor could deplete valuable focus, time, energy and resources – a misstep Startups should avoid. To keep this session aimed towards early-stage Startups, the focus rested on FFF (Friends, Family & Fools), Angel and VC fund classes, and how they differ in terms of goals, demands and time-frames.

Demystifying Funding for Startups- Abishek Surendran

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Nutrition - Opportunities for Startups - Dr. Swaminathan Subramaniam

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Safety & Security Risks in the Hyper-Connected World - IoT - Tamaghna Basu

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