The document outlines various software solutions for startups in Mumbai as of 2018, categorizing them into CRM, email marketing, web analytics, cloud computing, finance, development tools, and project management. It provides key objectives, available options, and important concepts for each category, emphasizing tools for improving sales pipelines, managing customer interactions, and streamlining operational processes. Additionally, it discusses testing methodologies and software appropriate for different stages of startup growth.

1. Software For Startups
For SLP Mumbai 2018
By Jaideep Tibrewala
2018 Mar

2. Available Solutions P M F
Salesforce X
SugarCRM X X X
Zoho CRM X X
Hubspot X
Insightly X X
VTiger X X
FreshSales X X
CRM Next, Base, Pipedrive
SALES and CRM
● Create pipeline for leads/customers
● Measure effectiveness of channels
● Measure Conversion Rate by stage, and
Customer Acquisition Cost (CAC)
Key Objectives
Key Concepts
● Leads >> Customers >> Deals
● Prospect >> Qualified >> Opportunity >>
Closure
● Dead Lead Harvesting
P = Paid; M = Freemium; F = Free/Opensource

3. Understanding Sales Pipeline (Sample #1)

4. Understanding Sales Pipeline (Sample #2)

5. Available Solutions P M F
Mailchimp X X
Sendgrid X
Zoho Campaigns X X
Hubspot Marketing X
Elastic Email X
Mautic X X
Sendy (one time fee) X
Active Contact, GetResponse
EMAiL marketing
● Drive customer engagement through email
● Create customized emails by segments
● Executing drip campaigns for customers
● Measure effectiveness of channels
Key Objectives
Key Concepts
● Promotional vs Transactional Emails
● Mandatory Unsubscribe links in email
● Capturing Bounce and Complaints
● Using AWS as SMTP gateway
● Expect an average read rate of 1-2%
P = Paid; M = Freemium; F = Free/Opensource

6. Google Analytics / Google Tag Manager (TBD)
● Measure your website traffic - sources,
bounces, visit duration
● Measure customer journey through website
● Customize website tracking
● Easily incorporate other trackers
Key Objectives
Key Considerations
● Using GTM gives more customization with
adding other trackers easily across site
● Filter out traffic from search bots (ex.
City = Ashburn) + HO traffic
● Track campaign traffic through Real Time
page on GA
● Integrating with Webmaster
P = Paid; M = Freemium; F = Free/Opensource
Acquisition
Behavior
Conversion
Keyword Analysis
Traffic from Adwords
Site Speed
Goals

7. Available Solutions
Amazon Web Services (AWS)
Google Cloud Platform (GCP)
Digital Ocean (DO)
Heroku
Bigrock
GoDaddy
Netmagic
CtrlS, Bluehost,
Cloud computing providers
● Avoid capital costs of hardware
● Host your application online in minutes
● Run scalable and secure environment
● Use resources as you need them
Key Objectives
Key Concepts
● Computing Instance + Database Instance +
Storage Volumes
● Linux vs Windows instances > License
cost + TCO + Tech resource cost
● Startup credits through affiliates (ex.
AWS credits through SLP)
● DevOps requirements to manage hosted
solutions over time

8. Available Solutions
Tally
Zoho Books
Quickbooks
OpenERP
Microsoft Excel
Finance and Billing
● Maintain your books of accounts
● Easy/online invoice generation
● Comply with GST requirements & reporting
Key Objectives
Key Concepts
● Income Statement + Balance Sheet + Cash
Flow Statements
● Asset Register + Depreciation
● Outsourcing this service during early
days of startup >> dedicated team once
business grows

9. Available Solutions
Frontend HTML, CSS, Javascript, Node.js, Vue.js,
ASP/.Net
Backend C++, Java, PHP, Python, Ruby, .Net
SQL Database SQL Server, Oracle DB, Postgresql,
MySQL, MariaDB
No-SQL Oracle NoSQL, MongoDB
Testing Tools Selenium
Programming - The Tech Stuff
● Decide on outsourced vs inhouse dev
● Availability of talent
● License requirements
● Maintainability of code
● Performance and Security
Key Considerations
Key Concepts
● Front-end vs Backend Software
● SQL vs No-SQL databases
● Native vs Hybrid vs Progressive Apps
● Windows Vs Linux Vs Mac
● Design and UI/UX of your application >
don’t ignore this cost!
P = Paid; M = Freemium; F = Free/Opensource

10. Ideal Web Architecture
https://engineering.videoblocks.com/web
-architecture-101-a3224e126947

11. Other Softwares used across Development Lifecycle

12. Testing - Stages
Key Concepts
● Unit Testing + System Testing +
Integration Testing + Regression Testing
● Dev + Staging + QA + Production
P = Paid; M = Freemium; F = Free/Opensource
Seed Stage
● Manual Testing
● Complete Test
Coverage
● UI/UX Testing
Expansion Stage
● Load & Performance
Testing
● Mobility Testing and
Handset Certification
● Automated Testing
Growth Stage
● Code Testing
● Web & Mobile
Automation Testing
● Security Audit &
Penetration Testing
● Continuous Integration

13. Testing - Dev to QA Process

14. Testing - Tools
Manual
Testing
P M F
Test link X
JIRA X
Mantis X
Bugzilla X
Redmine X
TestLodge X
GitHub X
Browserstack X
pCludy X
P = Paid; M = Freemium; F = Free/Opensource
Load Testing P M F
Jmeter X
RedLine13 X
Blazemeter X
LoadUI Pro X
HP
LoadRunner
X
MS TFS X
PowerMapper X
Automation
Testing
P M F
Selenium X
Appium X
AWS Device
Farm
X
Cucumber X
Jenkins X
Telerik Test
Studio
X
Katalon
Studio
X
HP
QTP/UFT
X
Load Testing P M F
Burp Suite X
IBM App Scan X
HP Web Inspect X
Accunetix X
Zap Proxy X

15. Other Software - 1
● Same as Email Marketing - but SMS
● Cost of Promo vs Txn email differs
● SMS campaign providers
○ Exotel
○ Knowlarity
○ AWX SNS Services
SMS Marketing
● Choice of question types
● Easy of setup, execution and measurement
● Customer experience
○ Google Forms
○ Survey Monkey
○ Qualtrics
Online Surveys
● Easy of setup
● Integration with payment gateways and
delivery partners
○ Shopintegrator
○ Kartrocket
○ Shopify
○ Zepo
○ Build-a-bazaar
E-Commerce Solutions

16. Other Software - 2
● Collaboration within your own team as
well as vendors/partners
● Project Mgmt and notifications
○ Asana / Trello / Kanban Flow
○ Slack / Mattermost / Hangouts
Collaboration
● Modular system - use as you grow
● Employee mgmt, attendance mgmt, employee
reviews, recruiting
● Integration with Payroll systems
○ OrangeHRMS - Opensource
○ Greyt HRMS / Qandle / Zoho HRMS
○ Microsoft Excel
Online HR
● Easy of setup + availability of
templates + flexibility
● Outsource vs insource development
● Ease of marketing team to post on their
own without support from tech support
● Availabity of plugins to integrate with
social media + Google Analytics +
Caching mechanisms for speed
○ Wordpress
○ Drupal
○ Joomla
Content Management Solutions