Expansion into India and what you should consider

1. What you need to
know before
expanding to India
Tina Nayak,
Growth Consultant for Startups ; LinkedIn;
Twitter: @tinadatta23
Actionable and practical insights to give
you a headstart

2. ABOUT ME I am
Tina Nayak,
Growth Consultant for Startups
Career graph
Growth roles with international experience
Babbel, Preply, Rentomojo, Twitter. Also
founded NaturalMantra.com
I believe Growth lies out of your comfort zone
Professional
Motivation
I enjoy helping businesses build sustainable
repeatable growth engines

3. This deck will be useful if you are...
considering
scaling to India
already targeting India
and looking to get
strategic direction
in India and looking
for strategic &
tactical learnings
80% 20%

4. Typically startups see the following scenarios
1. Increase in traffic and leads
2. Competitor traction or senior stakeholder interest
3. The 1.4 billion population >> 560 mn+ Internet users

5. Here are 3 important
considerations to help
you understand the
depth right at the
beginning

6. Segments not Traffic 1
Top 3 things to consider for your strategy

7. Source: World Economic Fourm
Upward income mobility will drive growth
Willingness-to-Pay
(WTP) is more
important than
Ability-to-Pay (ATP)

8. Not just Ability-To-Pay (ATP) but also Willingness-To-Pay (WTP)
Your Business Model will also play a big role in shaping your target
segments
Segments not Traffic > Key considerations
Identify 1 or 2 segments, define their value proposition and double
down. Don’t spread yourself too thin
1
2
3

9. Segments not Traffic
Monetisation: What you charge & how matters
1
2
Top 3 things to consider for your strategy

10. Monetisation ≠ Pricing + Payment Methods
Monetisation: What you charge & how matters!
⤬

11. Monetisation ≠ Pricing + Payment Methods
Monetisation: What you charge & how matters!
⤬
Monetisation = Business Model + Segments + Pricing + Payment Methods✔

12. Monetisation: What you charge & how matters!
Pro-tip for EU startups:
1. Digital payment methods in
India are more accessible
now that ever
2. Replicating traditional
digital payments is not
enough anymore.
3. Know that you will lose
transactions (and a lot of
them) if you use the default
digital payments such as
CC, Bank transfer
Source: YourStory.com Date: April 1, 2019

13. Segments not Traffic
Monetisation: What you charge & how matters
Think of Product, Acquisition & Monetisation together
1
2
3
Top 3 things to consider for your strategy

14. ‘Attack the problem’ first v/s siloed thinking approach
- What is the product offering
in the context of India?
- Value Proposition of your
offering v/s its Perceived
Value
- How will you acquire users?
What channels and how will
they convert?
- How are you thinking of
monetisation as a whole?
Monetisation
Product
Acquisition
✔

15. Think of Product, Acquisition & Monetisation together
Siloed work will result in
less speed and sunk costs
⤬
Monetisation
Product
Acquisition
✔

16. Once again, 3 things to keep in mind
Segments not Traffic
Monetisation: What you charge & how matters
Think of Product, Acquisition & Monetisation together
1
2
3

17. I’m happy to answer questions...

18. Thank you