Campus: NMIMS, Mumbai
Team: Devil’s Advocate
1. Ashwin Jain
Mobile: 9971063087
Email Id: ashwin.jain15@nmims.edu.in
SAP Id: 80101150236
2. Mayank Agrawal
Mobile: 9930840608
Email Id: mayank.agrawal15@nmims.edu.in
SAP Id: 8010150037
3. Harsh Tewari
Mobile: 7829545405
Email: harsh.tewari15@nmims.edu.in
SAP Id: 80101150574

Contents
Vision Statement ..................................................................................................................................................................3
Innovation Strategy..............................................................................................................................................................3
Stakeholder Map ..................................................................................................................................................................3
Roles & Responsibilities of stakeholders ..........................................................................................................................4
Process of selecting startups...............................................................................................................................................4
Startup Journey at CoE........................................................................................................................................................5
Proposed CoE Advisory Council.......................................................................................................................................6
Strategy to align with other CoE’s at T-Hub....................................................................................................................6
Marketing Strategy to promote the CoE initiative ..........................................................................................................7
Timeline.................................................................................................................................................................................8
Financial Analysis................................................................................................................................................................8
Annexure 1: Article of Intent..............................................................................................................................................9
Annexure 2: Types of Fin Tech Startups.........................................................................................................................10
Annexure 3: YES Bank services & their usage ...............................................................................................................11
Annexure 4: Startup initiatives by various Banks globally..........................................................................................14
Annexure 5: Startup India progress report ....................................................................................................................15
Annexure 6: Recent accelerators in line with the Startup India Campaign...............................................................16
Annexure 7: Opportunity benefit analysis .....................................................................................................................17
Appendix 8: MOU details for COE & other Stakeholders ...........................................................................................18
Appendix 9: Need Identification For Start-Ups.............................................................................................................18
Annexure 10: Financial Analysis of marketing campaigns..........................................................................................19

Vision Statement
Creating a sustainable environment for FinTech Start-ups to grow in India & helping them to revolutionize
banking methods of today. Yes Bank envisages to drive its open innovation capabilities through this program.
The strategy also entails to devise new collaborations with the upcoming innovators in the banking field and
to stay in the forefront of the new banking era.
Innovation Strategy
Yes Bank will be launching a FinTech Ecosystem Program powered by an accelerator partner using the T-Hub
infrastructure. The 5 month program will have 2 batches of 10 startups each working in the FinTech space. The
accelerator partner (Village Capital) will provide the executional experience of an accelerator program and Yes
Bank will help in industry integration of the start-up.
A crucial plan will be to form a separate arm of Yes Bank – “Yes Bank FinTech Ventures” with a corpus fund
of INR 125 crores, with the vision of working for possible collaborations with the FinTech world. This
corporate arm will also be given an option to invest in the start-ups inducted in the program through a special
Demo Day.
Stakeholder Map

Roles & Responsibilities of stakeholders
Process of selecting startups
 As shown in the figure, the
broad parameters to identify
the startups by the selection
committee will be 7 fold
 The Selection Committee
will have representation
from Village Capital & Yes
Bank innovation team
 One independent observer,
an expert in FinTech space
shall also be part of this
panel
 Some unconventional
parameters will also be
included in the process such
as amount of bootstrapped
funds & possibility of
customer churn

Startup Journey at CoE
We have divided the strategy into 4 phases –
 Pre – Induction Phase (Jan 17 to Mar 17): This stage will involve reaching out to the accelerator
partner and T-Hub to work out the modalities of the MOU. The program formulation detail will
be drawn out in this phase.
 Phase – 1 (Apr 17): This stage will involve two major steps – Marketing of the program &
smooth induction of the startups. Marketing details are provided in the subsequent pages.
The filtering rounds will take place at the T-Hub and will be conducted by our selection panel.
 Phase – 2 (May 17 –Jul 17): This phase will be instrumental in making the Start-up market
ready with the help of mentoring sessions, market research activities, Proof Of Concept & pilot
testing .
 Phase – 3 (Aug 17): The crucial stage of making the Start-ups ready for investor Demo Day. This
stage will include scrutinizing of valuations, organizing the Demo Day & strategizing for
successful graduation of the start-ups.

Proposed CoE Advisory Council
Strategy to align with other CoE’s at T-Hub
Innovation Lab YES Bank Services FinTech SIG Events
Setting up an R & D
lab for developers
& entrepreneurs to
work on real life
business problems
and help in solving
them. This lab will
have access to Yes
Bank API’s and
payment gateways
to explore & build
upon.
Yes Bank can collaborate
with other COE’s
&startupsin the following
areas :
1) Providing API & payment
gateway usage packages
2) Revenue sharing model for
FinTechs requiring a bank as
partner
3) Providing the yes bank
client base to startups
4) Penetration services for
FinTechs working on
financial inclusion
On the lines Tie-
Banglore’s IOT SIG,
this group will hold
seminars/symposiums
(bi-annually) in T-Hub
on the relevant topics
related to FinTech. This
group will include the
entire stakeholder
spectrum. This group
will work as a
representative of the
FinTech community.
1) Hackathons: Events for
other FinTechstartups
wherein a business
problem shall be put up
for the best problem
solvers in the business
2) Yes Technology
Meetups at T-Hub : Yes
Bank will organize startup
meet ups to help in peer-
to-peer learning for
startups and also to learn
better ways to manage the
accelerator program in the
future
The objective of the strategies explained above will be –
 Innovation Lab: To improve upon the existing Yes Bank services and find innovations that can be
integrated into Yes Bank’s banking.
 Yes Bank Services: Expand the spectrum of clients to FinTech startups and become the first choice for
startups using Banking products
 FinTech SIG: Special Interest Group will work towards creating a FinTech Environment in India
 Events : Creating an environment of peer-to-peer learning & involve developers in FinTech space
 The COE Advisory Council shall
comprise of serial entrepreneurs,
successful startup founders in FinTech
space, Yes Bank Senior executive,
Village Capital strategy head and T-
Hub board member.
 The intention will be to engage the
council in mentoring sessions,
storytelling, advice on the future of
COE and possible investing
opportunities
 The selection panel will be
autonomous and will include Village
Capital mentors and Yes Bank
innovation experts.

Marketing Strategy to promote the CoE initiative
Associative Marketing
Campaign Name Description Budget (INR)
College Tie-Ups Engineering College & B-School Fest competitions : Sponsoring B-Plan
competitions for FinTech ideas with selection in the ecosystem
program as a reward
10,20,000
Start-Up Meets Sponsoring start up meets and events organised by such groups and
pitching the idea of the program to participating start ups
10,00,000
Corporate Tie-Ups As the investor & startup communities are relatively close-knit
therefore the word of mouth medium is highly effective. The word of
mouth can be spread by involving key figures in the industry in some
capacity such as serial entrepreneurs, mentors, industry experts, guest
speakers & invitees on dinner functions.
15,00,000
Program Launch Organised at Yes Bank corporate office with selected invitees from
startup ecosystem
15,00,000
In-Program
Marketing
One event shall be organised for each enrolled startup for their PR
activities(For Second Batch)
2,10,000
Symposium/Panel
Discussion
Banking in the digital era with experts from industry, government &
private sector(Succesful Startups) participate. (FinTech Conferences)
in association with IAMAI.
12,00,000
Digital Strategies
Campaign Name Description Budget
Social Media
Marketing
(1)Sponsored posts on websites such as YourStory, Inc42,
Techcrunch, The Entrepreneur digital magazine
(2) Inviting applications through websites such as F6S,
91Springboard,seeddb.com which have targeted audiences of
startups
40,000
Website Marketing (1) The program will have a separate website clearly describing the
benefits to startups through infographics
(2) The application process and form filling should be seamless
(3) Focus should be there on the details of the program such as
duration, investor partners, locations, funding details, mentorship,
co-working space
2,00,000
Digital Storytelling After the graduation of first batch, strategies for the next batch will
emphasize on the portfolio of companies handled and achievements
from the first batch. Digital Storytelling through videos of first batch
entrepreneurs and their experiences.(for the second batch)
1,50,000

Timeline
Financial Analysis
Pre Induction Phase (Jan, Feb, Mar) figures in INR
Employee Salary 39,00,000
Program formulation cost 10,00,000
49,00,000
Phase 2 (May-Jul)
T-hub infrastructure 6,00,000
Employee Salary 39,00,000
Market Research 5,00,000
65,00,000
-----------------*--------------------*---------------------*Annexures ahead*--------------------*-------------------*--------------------
Phase 1 (April)
T-hub infrastructure 2,00,000
Employee Salary 13,00,000
Set up & Admin Expenses 5,00,000
20,00,000
Phase 3 (Aug)
T-hub infrastructure 2,00,000
Employee Salary 13,00,000
Investment 50,00,00,000
50,15,00,000

ANNEXURE
Annexure 1: Article of Intent
How to Apply?
1. The founder members of the startup need to register it for either the Summer Program(April-August)
or the Winter Program(October-Feburary)
2. The first round of selection entails an elevator pitchdeck and a vision document.
3. The results from the first filter shall be declared after 2 week of evaluation of the documents sent by
participants.
4. 20 selected startups shall be called on to the Yes Bank Ecosystem in T-Hub to give an elevator pitch for
their business model.
5. A personal interview shall also be conducted of the founders with our esteemed panel.
6. After evaluation of all the teams a final shortlist of 10 startups shall be made available on the website
after 1 week.
7. The selected startups will be given 7 days to arrange for travel and other rescources.
8. They will be formally inducted on 1st of April or 1st of October to the Yes Bank Startup Ecosystem
Who We Fund?
1. We look for brains, motivation, and a sense of design. Experience is helpful but not critical.
2. Your idea is important too, but mainly as evidence that you can have good ideas. Most successful
startups change their idea substantially.
3. You must have at least 10% equity in the startup to be considered a founder by Y Combinator. Only
founders can come to interviews if invited or attend batch events if accepted. Ideally the equity would
be divided more or less equally among the founders.
4. We are interested in funding startups operating in FinTech space
What do we provide?
1. Accelerator partner shall provide $20k in early stage funding and upto $80k in convertible notes.
2. The equity sought for the funding & incubation will be 7-10%.
3. T-Hub will provide Co-Working space and related infrastructure.
4. Yes Bank shall provide mentorship through industry experts and banking regulatory officers.
5. Yes Bank shall also provide API, Payment gateways and other business enablers.
6. 5 month rigorous program involving mentorship, guest sessions & one to one meetings with serial
entrepreneurs.
7. 2 Demo Days – A Yes Bank executive demo day and an external investors Demo Day

Annexure 2: Types of Fin Tech Startups
Facets of money across which FinTech space revolves
Lending
 Peer to Peer – Zopa is the UK's largest peer-to-peer lending service. It matches sensible borrowers
looking for low rate loans with smart lenders leaving out the bank and offering better rates all around.
 Institution to Individuals – Kabbageprovides fast and simple way to fund working capital to small
businesses
 Crowdfunding platform – Circleupis a equity-based crowdfunding platform where accredited
investors have free access to direct investments in high-growth consumer product and retail private
companies.
Management
 Blockchain – Digital Assets Holding is a company which is working on speeding up the movement of
money in many of Wall Street’s markets by using blockchain.
Investment
 Robo advisory – WealthObjectshelps Wealth, Private Banks and Investment firms create or enhance
their investment propositions using their customizable modules.
 Social Trading – Darwinex is one of the significant players in the social trading space. The company
allows users to invest in the exact way as the trader would do.
 Market Data Services –FinTech Sandbox offersfinancial data feeds and APIs for development
purposes. They have a robust set of market, banking, investment and corporate fundamentals data.
Payment
 Wallets – Paytm, e-commerce major firm, provides digital wallet to the users which enables hassle free
payment
 Cards – Itzcashprovides multi-purpose prepaid card to empower individuals to handle money in a
simple, safe and convenient manner.
 E-Banking – Finbridgeplatform provides interfaces to the following delivery channels ATM, POS,
VISA, Internet Banking, Mobile/SMS banking, Email banking and IVR (Interactive Voice Response)
 Remittances – WorldRemitcan send money to more than 110 nations and recipients can get their funds
through bank deposits, delivery, or cash pickup. The company also facilitates money transfers to refill
prepaid mobile phones and the Mobile Money digital wallet.
Lending
Peer to Peer
Bank to
Individuals
Crowdfunding
Platform
Management
Blockchain
Investment
Robo Advisory
Social Trading
Market Data
Services
Payment
Wallets
Cards (Debit /
Credit /
Prepaid)
Internet
Banking
Remittances

Annexure 3: YES Bank services & their usage
Product/Service
Name Description
How Can it help
T-Hub
Investment
Banking Solutions Advisory Sevices in 10 Knowledge sectors
Acquisitions for
Big Startups
Treasury & Risk
Management
Solutions
comprehensive and competitive line-up of financial market
products to help our customers to effectively conduct
transactions and manage foreign exchange risks in the global
markets.
Globaly
operating
Startups
Transactions
Trade Finance
Services
Imports,Exports,InlandTrade,Structured Trade Finance,Supply
Chain Solutions,Remittances,Advisory Services
Advisory
services
Collections
Management
Electronic/Mobile based Collections,Physical Collection
Offering,GovtBanking,POS
POS based
systems for
physical startups
Payables
Management
Corporate Net Banking,Expense Management
Cards,IMPS,Salary Payments
Expense
Management
Cards
Yes Transact On
The Go
Digital Working Capital Management for your business
enables you to view and authorize transaction requests even
when you are travelling or out of office, via a secure Mobile
and Desktop application.
Decisions Taking
made faster in
Meetings
API Banking
YES BANK is the first in the Indian Banking Industry to
digitize the B2B supply chain with the launch of ‘Application
Programming Interface’ (API) banking services. API allows
you to access the bank’s transaction processing services from
your ERP environment
One platform to
manage entire
financial
transactions
Structured Finance
With a strong regulatory and legal understanding to structure
complex transactions, we assist corporates in obtaining
superior financial returns in a risk mitigated manner. Since
inception, with a strong focus on Corporate Banking
capabilities, YES BANK has executed several marquee
structured deals with India’s leading Industry giants.
Helpful for
investors
Channel Finance Vendor Finance,Dealer Finance Helping Vendors
& Dealers of

startups
Term Lending
At YES BANK, we understand the banking requirements of the
corporates during their growth journey. To help the corporates
grow and expand, we provide funding through term loans for
capacity expansion, plant modernization, purchase of
commercial assets, etc.
Growth stage
financing
Yes Pay Yes Banks Digital Wallet
Easier
Transactions for
founders
Yes Sambhav
The YES Sambhav proposition is aimed at providing a
comprehensive solution for the financing requirements for
SMEs engaged in manufacturing and trading and professionals
like Doctors, Chartered Accountants, Engineers and Architects.
Network Can
benefit Startups
Yes Suyog
The YES Suyog programme is aimed at providing a
comprehensive solution for the financing requirements of
SMEs engaged in manufacturing, trading and services.
SME can be
targeted
Yes Tag Social Media Banking
Can be employed
in socil media
marketing for
startups
API Banking
YES BANK is the first in the Indian Banking Industry to
digitize the B2B supply chain with the launch of ‘Application
Programming Interface’ (API) banking services. API allows
you to access the bank’s transaction processing services from
your ERP environment.
ERP integration
for startups
UPI
YES BANK is at the forefront of adoption of the next-
generation payments system Unified Payments Interface (UPI),
a simplified and robust payments system being operated by
National Payments Corporation of India (NPCI).
Digital Payments
Expertise &
network
Yes Money
‘YES Money’ currently has an extensive network of Business
Correspondent (BC) partners and Business Correspondent
Agents (BCAs). YES Money leverages this network to offer
bouquet of products like: Domestic Money transfer, CO-
Branded Prepaid Cards, Corporate Cash Management
solution, Lending to BC and BC Agents, Online to Offline.
Advantageous
for startups with
sourcing from
distant areas

Lending Products
YES BANK has multiple lending products that are aimed at its
Business Correspondent partners and agents. The products are
designed to help the partners to grow their business and come
in multiple forms such as term loan and overdraft. These
products are flexible on their rate of interest and tenure.
Network/Reach
to BC's
Corporate Cash
Management
Solutions
Leveraging this network, YES Bank offers cash management
solutions to various corporates to simplify and streamline cash
collection & management through cash-in-service over a
centralized cash management platform.
Easy financial
transactions for
startups through
BC network
Domestic Money
Transfer
Leverage
network for
startup dealing
with rural
procurement
Money Monitor
Get a single point access to all your financial information with
just a few clicks. Manage bank accounts, track expenses, credits
cards, insurance, monthly budgets and more.
Financial
Planning for start
ups with alerts
Insta Account
Similar
registration for
startups

Annexure 4: Startup initiatives by various Banks globally
Goldman Sachs 10000 small businesses For all types of startups
Program is like mini MBA at no cost
Philanthropic, focused on job creation and economic development
No equity stake
Seed funding, Advice & Industry Connections
Barclays Rise Startups in financial services space
Startups with well defined team and WIP prototype
In partnership with Techstars
Co-working space , mentorship and access to Bank APIs
13 week program with upto $120,000 investment from Techstars
ICICI Bank Partnered with 22 educational institutions to fund ideas of students
Owns IPR of the startup for 3 years
Funds range from 5-20 lakhs
Virtual Appathon to help create banking applications
It provides 50 APIs to create atleast one innovative working prototype
Winners are given cash prizes and engagement opportunity with ICICI bank
HDFC Bank "Digital Innovation Summit"
Integrating winner's solutions into their platform
No funding or incubating the startups
Partnerships with startups like Tone Tag, Chillr, Movida
Axis Bank "Thought Factory"
Focus on innovative solutions for Banking Sector
Partnership with an 'Accelerator' to collaborate closely with the startups
3 month program to fast track the innovation journey
At the end of the 3 months, Investor day will be organized
Hack for Hire' to spot talent from across the country throughtHackathons
Deutsche Bank Opened 3 innovation lab to evaluate emerging technologies
Partnership with Microsoft, HCL and IBM
Idea is to fast track the procurement of technology
Main Incubator - Commerzbank 100% subsidiary of Commerzbank
Startups in FinTech and IT space
200K to 1M euro investment in startups
Equity stake in the company
Citi "Corporate Accelerator" program for to engage actively with startups
8-10 week accelerator program
Virtual hackathon combined with an incubator
Access to Bank APIs

Annexure 5: Startup India progress report
The following figure entrails the journey for start-ups seeking tax exemption:
Figure: Start-up India selection journey (Yourstory, 2016)
Key insights from the guidelines:
 Product/service being offered by the start-up should either be new or a significant improvement over
the existing versions
 The start-up should either get a letter of recommendation from a recognized incubator, funded by
recognized funds or be recognized by the government of India
 Start-ups which have been registered before April, 2016 will be deemed ineligible for availing tax
benefits
728Applications received from
Start-ups (till 15 July, 2015)
16Start-ups qualified for tax exemption
under the Finance Act
1360Croreshas been
disbursed in loans 179 Croresdisbursed to Dalit
entrepreneurs

Annexure 6: Recent accelerators in line with the Startup India Campaign
Here is a list of a few recent start-up funds in line with Government of India’s ‘Start-up India’ initiative:
1. ONGC Start-up: A 100 crore fund to increase the contribution of fresh implementable ideas in the oil &
gas sector. (Yourstory, 2016)
2. Karnataka Government Start-up Cell: Funds of up to INR 50 Lakh/each for a valuable workable idea.
(Yourstory, 2016)
3. Oracle India, Bengaluru: 125 hours of combined of combined mentorship from Oracle & industry
experts, 24*7 access to a co-working space within the campus & other benefits in form of software
licenses, customer trials, etc.
4. Start-up Village, Kochi: established in 2012, it has supported nearly 590 physical incubates in Kochi
and 200 in Vizag.Recently, it was ranked top among the best 100 start-up incubators in India. T-Hub
had recently partnered with the start-up village for the latter’s digital initiative SV.CO.
5. Neoleap Business Ventures, Kolkata: Eastern India’s first structured start-up accelerator, set up by
two entrepreneurs and an IIM professor. They provide access to Angel investors & angel networks.
They also conduct workshops on various functions. Their revenue model:
 Joining fee from the start-ups
 Commission on the funds raised by them
 Sweat-equity in the start-up’s venture (Hindu Business Line, 2016)

Annexure 7: Opportunity benefit analysis

Appendix 8: MOU details for COE & other Stakeholders
Agreement B/W Yes Bank & Village Capital (accelerator partner)
 Village Capital shall provide seed funding to the start-ups getting enrolled
 The entire execution shall be performed by Village Capital
 Yes Bank FinTech Ventures will be liable to market the program
 Yes Bank FinTech Ventures will ensure the availability of Yes Bank’s services & resources to the
enrolled Start-Ups
 Yes Bank FinTech Ventures will be a given an exclusive Demo Day to invest in graduating start-ups
 Yes Bank will be in an advisory position and will refrain from directing the program direction
 Village Capital will work towards increasing Yes Bank’s position in the FinTech space
Agreement B/W T-Hub & Yes Bank
 T-Hub will provide subsidized packages in its catalyst Co-Working infrastructure for the new
accelerator program
 Yes Bank will try to promote T-Hub in the marketing activities of the program
 T-Hub will use its mentor network for the benefit of the program
 Yes Bank will help other COE’s in T-Hub by providing them with services & mentoring
Appendix 9: Need Identification For Start-Ups
According to primary research conducted among our network of entrepreneurs we came up with following
issues that affect a start-up:
 Guidance in areas of regulations, law & business management
 Lack of market research can lead to failures & Start-ups do not have the resources to carry out such a
research
 Many incubators/accelarators do not value their companies on the basis of potential customer base but
just on existing scale and traffic
 Valuation advisory is a vital component for Start-Ups
 Yes Bank API and payment gateways can be a strong reason to join an accelerator program
 The wave of start-ups has led to formation of a negative image of Start-Ups and thus even dedicated
founders are finding it hard to get an investment
 Information about Start-Up incubators /accelarator programs is not provided at universities and
institutes.

Annexure 10: Financial Analysis of marketing campaigns