hits and misses in building capillary

Intelligent Customer Engagement™ Suite

Hits and Misses in Building Capillary

Techcircle SaaS Forum 2015

Right Channel, Right Message. Right Now

Aneesh Reddy@AneeshBReddy

Co-Founder, Capillary

Major Focus•MARKETING AUTOMATION SOLUTION FOR RETAIL• ENTREPRISE SAAS FOCUS IN ASIA• CLOUD, DIGITAL, MOBILE, SOCIAL AND BIG DATA

Global Expertise

Private and Confidential 05/03/2023

ABOUT CAPILLARY

RAISED $75 MILLION+ IN

FUNDING TILL DATE

RuahaACQUISITIONS AND INVESTMENTS

200+ Enterprise Customers

20,000+ Stores powered

30+ Countries, through 10 offices

150 MILLION Shoppers on Platform

600 Employees Worldwide

7 Years of startup ups and downs

WHERE WE ARE KEY CUSTOMERS

LOOKING BACK ON OUR TOP LEARNINGS…

DEFINE CORE & CONTEXTDon't build everything yourself, Partner

ALWAYS DIFFERENTIATEGo sufficiently deep - Vertical SaaS

QA AUTOMATIONFocus as early as you can

SCALING PRODUCT/ PLATFORM..

FUNCTIONAL FOLKSCan excel in Product Management

PRODUCT MANAGEMENT..

PRODUCT ROADMAPSDon’t go from Zero Days to 6 months

HIRING….

Hire as many as you can onboard

Don’t Ramp up Overnight

Invest insanely in feedback & onboarding

100 day plans

Continue Hiring people who thrive on ambiguity

LOVE CHAOS

SENIOR HIRING….

Don't hire individuals for the next 5 years

HIRE FOR 18 monthsRun that function yourself for a couple of months

BEFORE YOU HIRE SENIOR FOLKS

Private and Confidential 05/03/2023

9

SCALING SALES…

IMPROVE SALES PRODUCTIVITY WITH INSIDE SALES FOR LEAD GEN

ROTATE SALES GUYS FOR GREATER SUCCESS

Private and Confidential 05/03/2023

10

SCALING SALES…IN NEWER MARKETS

CORE TEAM SHOULD CLOSE 4-5 DEALS IN EVERY MARKET AND FOR EVERY

PRODUCT

PARTNERS CAN COME IN NEW MARKETS AFTER FIRST COUPLE OF DEALS ARE DONE

Private and Confidential 05/03/2023

11

THE NEW A-LIST OF MARKETING MANAGEMENT

NON-US MARKETS ARE

VERY DIFFERENT!

INNOVATION MANDATORY

CUSTOMER PROGRAMS AND

CONTENT MARKETING IS

THE NEW SUCCESS

MARKETING

Private and Confidential 05/03/2023

12

GOING GLOBAL

PICK YOUR MARKETS RIGHTTIMING IS VERY IMPORTANT

INTERNATIONAL CUSTOMERS ARE NOT FORGIVING

IDENTIFY TWO THINGS THAT DRIVE VALUE TO YOUR

CUSTOMERFOCUS ON CHURN!

Private and Confidential 05/03/2023

13

TEST-SCALE-TUNE

JUGAAD DOESN’T SCALE BEYOND A POINT

TOO MUCH OR TOO LITTLE, LINK TO KPIs

BALANCE FOCUS: AS A PRODUCT STARTUP, YOU ARE YOUR OWN SAP AND INFOSYS

TICKETSBRDsSPOCs

DAILY STAND-UPSRCAs

CHECKLISTSWEEKLY CALLS

PyramidsLAYERS

Looks Familiar?

Private and Confidential 05/03/2023

14

Of Managers & Management..

UNFORTUNATELY, A GROWTH STAGE REALITY..

Of Meetings & Pre - Meetings..

WHAT HAS WORKED WELL FOR US

SIMPLIFY EVERYTHINGCOMMUNICATE WELL

AGGRESIVELY REWARD STRONG IMPLEMENTATIONS & COOPERATION AN IDEA IS ONLY GOOD AS ITS IMPLEMENTED

SMALL SELF-FUNCTIONAL TEAMS ARE SUPER EFFICIENT EVEN AT SCALE

Entrepreneur’s Organization

FINANCE NEEDS ATTENTION! IT WILL BECOME YOUR WEAKPOINT

COMPLIANCETAXATIONAUDITS

A-TIP: USE CONSULTANTS WELL!

FILINGSCASHFLOWCOLLECTIONS

USE FINANCE TO YOUR ADVANTAGE

BUSINESS FINANCE, NOT ACCOUNTINGMETRICS WILL DEFINE YOUR GROWTH

Aneesh ReddyCo-founder

aneesh@capillarytech.comwww.capillarytech.com

These are EARLY DAYS FOR SAAS IN INDIA

Take any advice with a pinch of Salt

http://www.slideshare.net/aneesh.boddu