We, The People

Its been over 2 months since I last posted. I am trying hard to overcome the laziness, that comes with age, for all things “unproductive” - like writing. Also, it gets a bit difficult to take time out these days from my work schedule :-(

We, at WebEngage, are fast growing on all counts – revenues, reach and people. This post is to share my experiences with one of the most important pieces in the growth puzzle – People.

Photo credit: Pixgood.com

Photo credit: Pixgood.com | Calxibe.com

As founder(s), do you have growth in your DNA?
Its a tough question to answer. For the world outside, companies are viewed in a top-down formation.  A company’s culture code trickles from the top. Are you transparent enough? Can you articulate your thoughts? Do you review your own performance? Do you question your own decisions? Most importantly, do you ever think you were an idiot on certain instances? It takes a lot to answer “Yes” to all of the above. Let’s pick one of these traits – say, transparency. The very fact that you are transparent, makes you vulnerable. You will be asked questions that is unacceptable for others, but since you are the flag bearer of transparency in your organisation, you are supposed to respond. You’ll discover that there’s a natural tendency of people around you to piggyback and hide their inefficiencies behind your otherwise seemingly beautiful quality. And in all likelihood, you’ll give up that trait. That’s what differentiates good from great. That’s what DNA means. When they use terms like “vision”, this is what they mean. The ability to stick to your great qualities. The ability believe in what you stand for. Once. Forever. Back to the original question – please ask yourself, “do I have it in me?”. Your growth depends on your answer to that question …

Why people matter?
My work life spans across a 9 year window – of which, 8 long years have gone into building startups. Most of the prior startups that I worked for, unfortunately, could not grow into becoming large organisations. Why? Well, when drunk, we’d blame it on lack of money or market. But, whenever I used to contemplate, the reasons appeared to be way more simpler - People. We were just not cut for it. We thought way too small all the time. Growth is a mindset. All startups that grew early had just one thing in common – they had people who were hungry for growth. And for that one simple reason, people matter.

Building and maintaining the company’s culture code
This is one of the most difficult things to do as you grow. I am experiencing it first hand. A good chunk of my time goes into resolving people issues these days. When you are small, it is easy to control the flow of information and communication. You can simply stand up, wave your hands, get the other guys attention and speak up. With a slightly bigger team, by doing the same thing you are unnecessarily distracting several others. Small things like these create an impact on people’s minds in terms of what’s acceptable in the culture versus what’s not. It, ultimately, boils down to being clear about what’s not acceptable. Wanna know what’s not acceptable at WebEngage? There you go:

  1. Don’t command respect, earn it.
  2. Don’t lose your patience, ever.
  3. Don’t encourage mediocrity, negativity and arrogance. Find it, kill it.
  4. Don’t be gut driven, have data/logic to back your thoughts and actions.
  5. Don’t hire a person who doesn’t understand the meaning and importance of all of the above.

Did you ask what has any of the above has got to do with growth? Hmm. Its not an easy thing to explain my friend. But here’s what growth is – a disciplined execution of an otherwise set of arduous and monotonous tasks that you have to do everyday. Our core belief is that people who believe in all of the above are the right people to build a well oiled execution machine called WebEngage.

And, in the end …

Know what your priorities are
Here’s something I have never said before in a public forum - We are an employee first company. Customers come in second. Everyone else is a distant third. This pretty much drives all the decision making in the company. Happy people create great products that gets us happy customers. I work everyday to find people who we’d love to keep happy. People who love to challenge the status quo. People who love to deliver more than what is expected of them. People who want to be a part of the next product onslaught. People who can imagine the unknown … Rings a bell? Come, join us – we are looking for you.

I hope to have made some sense in this post. I’d love to know if your idea of people versus growth is any different.

The WebEngage Story

After a few months of “downtime”, I am opening up. All over again!

When I finished my engineering in 2005, I had a dream – a small one. I wanted to learn how to run a large scale “website” end-to-end. It was a good enough dream to give me the much needed push to join a lesser known startup (Onyomo, IIT-D incubation center).

When I joined Burrp in 2006 as the first employee, I had another dream – a slightly bigger one. I wanted to build an amazing consumer product and a kickass engineering team. While the former was a no-brainer, the latter had a hidden agenda. I was sick of the so-called “engineering talent pool” that this country has to offer. Finding the right team, was a HUGE challenge.

When I and Ankit (my co-founder) started sowing the seeds of WebEngage in 2011, we dreamt once more – this one was BIG. We wanted to build a global brand. More importantly, we wanted to create a space – a market that didn’t exist. We wanted to democratize how on-site marketing is done. Look how far we have come – with a little over $500K in funding and 30 months since launch, we have achieved a feat which is definitely not ordinary. From far east to far west, we have over 18K websites using us – everyday, every minute. We influence close to 20% of all online sales on the e-commerce sites we work with. That’s our impact!

Yesterday, I received a call from a senior during college days. Of the 15 minutes that we spoke, a large part was dedicated to WebEngage and how he thought I was smart to make certain moves. When he hung up, I went into contemplation mode. I realized that the world’s perception of who you are is primarily based on what they see today. And then, people connect those dots by themselves to weave a story. This post stems from that thought, because I want to tell you our story. The real story.

How it began?
Simply put, from our past experiences of building consumer products as engineers. We realized how difficult it was for marketing teams to push promotional messages on their own website and measure the impact. Development teams and deployment cycles were always the bottleneck. This made us think that the problem is huge. We thought it was time someone democratized on-site communication. So we did.

How it evolved?
Well, in the last 30 months, we have evolved from being a “for the engineer, by the engineer” product to a super sophisticated realtime customer engagement engine for thousands of our customers globally. How? Simple – we never gave up our focus on the product; also, we didn’t cease to grow – be it countless number of rejections or our ability to walk past cynics. Our head and heart has always been in the right place. Underneath is a quick timeline of what we have achieved so far:

Oct, 2011 First version launch (team of 3) wp.me/p20VHj-4P
Mar, 2012 1000 websites were actively using WebEngage wp.me/p20VHj-80
Jun, 2012 Notification product launched (team of 5) wp.me/p20VHj-e2
Jul, 2012 We raised our seed round of capital bit.ly/O80PES
Dec, 2012 Custom Targeting introduced – our innovative solution towards handling issues like cart abandonment wp.me/p20VHj-j1
Dec, 2012 5000 websites were actively using WebEngage wp.me/p20VHj-jR
Mar, 2013 WebEngage goes Enterprise, introduces Custom Data to facilitate deeper enterprise integrations wp.me/p20VHj-lY
Jun, 2013 Our first BIG milestone – 10,000 websites were actively using WebEngage! wp.me/p20VHj-s6
Jul, 2013 Our pricing model revised, we become 3 times expensive wp.me/p20VHj-tV
Aug, 2013 We go beyond e-commerce; find customers in BFSI, Brands, Education etc wp.me/p20VHj-wd
Oct, 2013 WebEngage turns 2! wp.me/p20VHj-Ac
Nov, 2013 Leave Intent Targeting introduced wp.me/p20VHj-xq
Feb, 2014 17,000 websites were actively using WebEngage; integrations for all major platforms bit.ly/1hSodOz
Apr, 2014 WebEngage is now a team of 18. We’ll be 40+ by end of July, 14! bit.ly/1m1TCFh
Team WebEngagewk-team[1]Team – Apr, 2014Team – Oct, 2011
Looking back …

  • If not for the skills acquired while fulfilling my first dream, nothing like WebEngage would have ever taken shape – technology is this company’s core DNA and strength.
  • If not for the team built while building Burrp, WebEngage would have never seen light of the day – a bulk of our team today comprises folks that we hired and loved at Burrp.
  • If not for the obsession of building a brand, we wouldn’t have come this far – powering customer engagement on 18K websites globally (and counting) without any paid marketing is NO joke.

What’s happening right now?
Wish I could summarize! :-) .. there’s so much happening, on all fronts – product, team, growth, sales etc. In the last 3/4 months, we received a flurry of inbound interests from VC’s. We pursued with the one’s we liked. And hold your breath, we got two soft offers too! But, the valuation at which money was offered became a deal-breaker. We had to let go. As they say, the common wisdom in fundraise is “take money when its available“. Given the idiots we are, we chose not to follow common wisdom. Why? Well, if I had chosen common wisdom, you’d have never experienced WebEngage in the first place. I have great regards for most of these VC’s, and I am sure, soon they’ll understand why we were rigid on a few things, including valuation. We have believed in creating more value for our customers and stakeholders. We have believed in building an enviable product. Everything else is secondary.

As the team continues to grow, retaining this company’s culture code while keeping its growth engine intact is one of the bigger lessons that I am learning on the job. In short, right now is THE time to be a part of this onslaught called WebEngage. If you have ever had a hidden desire to work for this company, talk to us.

What’s next?
We created a market for “on-site customer engagement”. We are now defining the rules for it. In another 3/4 weeks, WebEngage will become your de-facto analytics and conversion engine for all things real-time on your website. We are building GOALS into our product. Your goals could be reducing cart abandonment, increasing sales in certain categories, increasing the number of registrations on your site, generating more leads, increasing the count of your Twitter/FB followers, optimizing conversion funnel for SEM spends etc. Each of these goals will have a set of solutions that you can use out of the box. Each solution will then generate real-time stats on how we helped you achieve your goal. Basically, we’ll demonstrate where you were without WebEngage and how we impacted your conversions on each of these goals! Sounds cool? We are taking beta customers for this pilot. If you are keen to try this out, lemme know – avlesh[at]webengage]dot[com.

This is it for now. I won’t write this story the next year. Why? Because I believe it would be compelling enough that you’d love to tell it instead, rather than hear from me :-) We are unstoppable, because for each one us here at WebEngage, growth is a mindset.

The Billion Dollar Indian Dilemma

Let’s go invent tomorrow instead of worrying about what happened yesterday.
~ Steve Jobs

Of late, a lot of people have been discussing about how long would it be before Indian startups hit the billion dollar club more often. More importantly, can India actually deliver billion dollar companies? I am glad that Indian startups have atleast become worthy enough for suits to discuss topics like these. Mainstream media writes about startups often now, startup events look more like mela these days, accelerators continue to show up at an accelerating pace – all these are great signs.

But you know what is more exciting? Seeing the Flipkart delivery boy everyday in my building, without fail.

Innovation creates BIG opportunities, not cash flows
Of course, we want billion dollar companies. And, I want mine to be one of them. Let’s face it though – do we have it in us to create such businesses? Billion dollar businesses are not created by companies that keep themselves busy with cash flows and targets based on a 5 year revenue projection plan. Instead, these are companies that innovate – every day, every minute. These are companies that thrive for perfection in what they do. That takes balls of steel, and a lot of time in a country like ours.

Image credit: Charteredbanker.com

Image credit: Charteredbanker.com

Who sets the tone for billion dollar companies? Founders, and then, Investors
For internet businesses, it take 10+ years in this country to go public. Leave it to the founders, and they will continue to create value – we have seen that in the past and we continue too see it in the current breed too. But, who creates disproportionate valuations? Investors. A typical valley based startup will “graduate” into the billion dollar club within 4-5 years. Can Indian VC’s spot and take early winners into that club? I don’t think so. We are waiting for some “success stories”. Who will create them in the first place? It takes us a Tiger (Flipkart) and Softbank (InMobi) to propel companies in that league. Indian VC’s were busy worrying about cash-flows, profitability and a bunch of other “sane concerns” when these companies were approaching them. When was the last time somebody sane innovated something? For now, let’s keep cutting tiny cheques at meager valuations and wait for companies to innovate. I wish it were simple to understand that starvation doesn’t lead to innovation. Well, valuation doesn’t lead to that either – but it creates room for it, for teams that are really worth it.

Founders, consumers and everyone else around us need to make this work
Before I put the blame on anybody else – I’ll put myself in the dock. Along with gazillion other cynics, I had the same viewpoint on Flipkart, as most others. Where are the profits? They kept saying look at my warehouses. But, we kept asking the same thing – where are the profits? Does it matter? No. They know how to win. That’s what matters. They were just a bit ahead of time, while they were doing (in)sane things that we could not understand. I am glad that some of us have matured. But, mind you friend, we are still a minority. And, unless that shift happens – good luck! Post Burrp, I lost faith in Indian consumer internet stories. Silly me, every single founder (working on a consumer product) who approached me for advice, got only one – run for cover and find a b2b angle in your idea. I pledge not to do that anymore. Also, thanks Sequoia for taking that leap of faith in Zomato.

Is it end of the road? Hell, NO! We WILL create billion dollar companies
More importantly, we will create stories – far more impactful than our global counterparts. Why? Because our heart is where it should be – in the right place. It takes time to build large companies. It takes a lot of courage and conviction to disrupt existing businesses. Atleast the new breed has that resolve. Time will tell how many of us will get there, but we are surely not giving up. We will push ourselves to the limit. Some have already started to shine - nextbigwhat.com/high-growth-indian-startups-2013-297/

I can see a change already. A lot more needs to happen though. I have chosen not to wait for it. How about you? I say, let’s build valuable companies – together.

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Growth Is A Mindset

Without continual growth and progress, such words as improvement, achievement, and success have no meaning.
~ Benjamin Franklin

Along with my co-founder Ankit, I have been running the show at WebEngage for 2 years now. We have seen a lot in these two years – lack of capital, lack of people, lack of processes, lack of goodwill, lack of PR … the list is endless. But you know what, one thing has remained constant – our resolve to grow. As we continue to evolve, things have changed drastically. This post is for my fellow entrepreneurs and their teams, based on my learnings of how we manage to keep our growth engine intact despite limited resources at our disposal.

Growth is a mindset
I met a few founders recently at an event where I was speaking on “virtues of being shameless“. Most of these were running companies for over 4/5 years. Some pivoted, some tweaked their business model, some acquired a few marquee customers and some were even profitable businesses. But, everyone I met had one thing in common – they ceased to grow. And in most cases, the entrepreneur wasn’t aware of it. The realization to grow has to happen before actual growth, its a mindset – and NOT a hack. Growth comes in much later, the conviction to grow comes way before that.

Image credit: blog.thinkhuge.info

Image credit: blog.thinkhuge.info

Growth is about pushing the envelope further. Everyday
When we raised our tiny angel round, we just had one goal – build out a product that we envision. When we raised our follow on seed round, we had another goal – to run this business profitably. Now that both these objectives have been met, I have a choice – sit back, relax and enjoy the ride. Being human, it comes naturally to us. Who wants to slog his/her ass when the going is good? Companies that have outgrown are different. They grew because they didn’t stop setting bigger goals for themselves. They grew because they didn’t get complacent upon seeing early signs of success. They grew because they pushed themselves to the limit.

Growth is the resolve to grow, tirelessly
Growth is painful – it needs people, processes, investment and resources – things that you won’t have most of the times. But all these are just means to grow. Companies like Atlassian or Github could grow to insane scale without any external capital. Each company and its team has a different DNA. Those who grew, had one thing in common – the resolve to create a BIG impact. It shows in every aspect of the business – your product, your communication, your sales methodology/process, your general outlook and vision. Growth comes by doing things, a lot of things – some rational and most irrational. To grow, just keep at it.

Growth is knowing when you are not growing
In case you didn’t know, WebEngage is our second product. We earlier tried and failed with a product called Webklipper. We shelved that idea in 9 months flat. Why? Because I didn’t want to hear from anybody else that we stopped growing. I wanted me and my team to be the first one’s to realize that. And when you do, there’s no point in being emotionally attached to an idea or a dream. It is important to understand that as entrepreneurs, our goal is to create value for customers and wealth for stakeholders in the business. If you are not doing both of these simultaneously, you are not growing.

As this year comes to a close and we are about to embrace the new, I wish my team, and yours, a growth mindset. Go, grow. Grow like a weed. Also, accept my heartfelt wishes for a wonderful 2014 – for yourself, your family and your loved ones.

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WebEngage turns 2

Its 13th Oct, 2013 and I have a news to share with you. WebEngage turns 2 today! Happy b’day baby.

birthday_cake[1]A lot of other things turn 2 today – our passion in building this company, our unshakeable product vision, our belief that the world needs this product, our perseverance while going through painful enterprise sales cycles, our child like enthusiasm and promptness in delivering customer support … the list is endless.

What started as a humble idea in a garage like office 2 years ago is now a real-time conversion engine powering customer engagement on over 13,000 websites worldwide – including the likes of Flipkart, Avaya, Intuit, Snapdeal, SEOMoz, MakeMyTrip, Udemy, Homeshop18, Gumtree, IDFC Mutual Fund etc. A picture is worth a thousand words, here’s one -

WebEngage Customer List

I am happy. Infact, I am very happy. To the extent that I am falling short of words to express my emotions (those who know me well would know that this is so unlike me ;-)). Here’s another picture worth a thousand words – my super cool team that makes it happen. Silently. Everyday -

Team WebEngagewk-team[1]Team 2013Team 2011

A sincere thanks to all our customers and investors (IAN, GTI Capital & Blume Ventures) for getting us this far. I’d also like to thank my family (especially my wife, Nupur) for keeping faith.

This occasion marks the coming of age of that cool next door startup. We are unstoppable now. Please continue to be the awesome evangelist, that you have been thus far. Your love and support counts.

Onwards and upwards.

- Avlesh

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Intensity – The Code Of My Life

The excellency of every art is its intensity, capable of making all disagreeable evaporate.
~ John Keats

My work makes me travel a lot these days. I hate being on the road. But, the biggest thing that possibly drives me to be on the go, is the fact that I love meeting people. As much as my team would disagree with me on this, I am more of a listener than talker these days.

Be it meetings with prospective or current customers, partners or potential hires – people amaze me. Especially with their thought processes – ranging from dull & boring, to outright funny, to cohesive, to intense … to the very intense kinds. As a company, we have moved fastest on occasions wherever we met intense people – from our angel investor Rajan Anandan (we closed our angel round [Mar, 2011] with IAN in 3 weeks) to the team at Gumtree, eBay Group (we got them onboard WebEngage in one week flat).

As WebEngage continues to grow, a lot of its success gets attributed to me. Fellow entrepreneurs and well-wishers would go a step ahead and link it to my shameless promotions. I urge them not to forget that there’s an equally passionate team working their asses off, silently. Everyday. Add to that, the fact that we have collectively built a product that will, most likely, shape the future of on-site messaging and communication.

Coming back to the topic of this post – being passionate, self-motivated and hard working is one thing. Being intense is another.

Image courtsey: Art.com

Intensity (Image courtsey: Art.com)

History
A bulk of what I am today, took shape during four years of my engineering education (ISM, Dhanbad) and my work life at Burrp. With an active social-political life in the former to a mafia that I proudly built as the first hire, with two amazing co-founders Deap & Anand in the latter – last 9 years of my life have truly been phenomenal. We used to intensely debate every single product/feature at Burrp. The development team would do night-outs without even asking for. That’s intensity.

Present
At WebEngage, I choose the people I work with. I sit in final rounds of all hiring interviews till date to make sure there’s a cultural fit. I have been disliked by my own team on occasions when I have said NO to technically awesome men and women. I am sure, on many counts, I’ll be proven an idiot as these “disapproved” souls will chart their own success stories. It is not easy to be that truck driver waiting for light at the end of the tunnel. I do my job. With intensity. I do whatever it takes to expedite decision making. Thankfully, I have a co-founder who is diametrically opposite (his name is Ankit and I can’t hyperlink him as he has NO online footprint whatsoever. Shame on you FB/Twitter!). He keeps filling me with data and sane thoughts all the time. He is my method to the madness.

We host entrepreneurs and VCs in our office quite often. Almost everyone compliments us on our nice office. I was amazed to hear it from one that it wasn’t just a compliment on the office space, but also on the energy and intensity that the workplace has. I felt proud that moment. Haven’t seen our office yet? Take a tour.

Learning
Intensity is NOT about being vocal or shameless. It is about truly believing in yourself. Intensity comes from knowledge. Intensity comes from taking charge and doing things yourself. Great programmers are the most intense breed I have come across. From Steve Jobs to Elon Musk, the world has believed in doers. While they got their own dose of criticism, the love for their intensity far outnumbers cynicism. Take my advice – be a doer, be intense.

As founders, we don’t build companies or products. We build a culture. I would consider my job done when this company and its cult spreads without me. Its a work-in-progress.

—————
This song has been on my playlist for a few weeks now. I haven’t seen a more intense performance than this one. If you are alien to Hindi, you’d still love it for the music

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Selling is a state of being

This post is for my fellow entrepreneurs. Especially, the one’s who love to code and create stuff, but find themselves clueless about “how to sell?”.

Everyone lives by selling something.
~ Robert Louis Stevenson
Image credit: potentia.co.nz

Image credit: Potentia.co.nz

We have done reasonably well in taking WebEngage to thousands of customers worldwide within 20 months of our launch. There’s a whole lot of ground to cover as the company has a long long way to go. Me and my co-founder, have written code all our lives – a whole lot of it, with one attempt resulting into, arguably, India’s first UGC-driven consumer internet brand (Burrp). When we started building out WebEngage, we did what we were best at – we created and rolled out a version 1 of our product in 5 months time. But then, the harsh reality kicked in – how do we now tell our prospects that there’s something worth their money? I decided to be to guy who would hunt for a few early stage customers.

These are what we learned and implemented in the last 2 years.

Selling is a state of being and a responsibility, accept it first
This is easy. All you have to do is to show respect for this function. Most of my developer-turned-entrepreneur friends find it hard to believe that software needs to be sold too! This doesn’t come as a surprise to me, because I was in the same shoes a few years ago – after all, its an automated world where everything is available at a click. Why does one need to “sell”. Right? Wrong, I’d say. Selling is not always “closing a deal”. Selling is a state of being. Selling is as much about creating awareness as it is about meeting targets. When you are selling early on, you are definitely not meeting targets – you are merely spreading the word and finding few believers in your idea. You sell to find a co-founder, you sell to find your first few hires and you sell to find your investor. Only then, you sell to find a customer. As I said, this is easy.
Selling starts early, very early

Its been over 8 years now. This is the 4th startup I am working for. There are a couple I advise. And there are hundreds I have come across globally. Most start by being in a “stealth mode”. I am too lame a duck to even understand what that means in today’s world. Then there are others who would spend ages creating a “MVP”. Oh, they were advised in several startup talks, forums etc to do so. Mind you friend, these talks are given by people who barely understand what a product and its viability mean in the very first place – they never created one in their lives. Stop taking such advice (including this one). Every product is different. Market and customers are the ONLY judge of your product’s viability. Unless you take the product to them, you are not even getting close to your MVP. Roll out an unfinished version, it is absolutely okay to do so. Keep iterating until your customers like what you have built. This cycle of build-sell has to be an iterative one early on. If you do any of these in isolation, you are doing it wrong. And no one else other than a founder would have the patience and resolve to sell through this cycle.

Also, it is in this cycle itself that you’ll come to know that features don’t sell. People buy products because they solve a pain big enough for the customer. We used to sell features to begin with. Later on, realized we need something else – the pain point. We build WebEngage with just one philosophy in mind, no matter what you want to do on-site with our products, you won’t be asked to change any code on your website. While it sounds simple, allow me to show you the depth: Marketers always want to experiment with things on the site. All their requests ultimately go to the dev team for implementation and production deployment. For a decent size website, any deployment cycle is 2-3 days of work. Imagine the pain these marketers and product managers have to go through if they had to run similar promotions pretty much all the time to measure and improve conversions. Its a pain. We don’t sell the core product anymore. We sell what its USP is – “no code changes needed, run it live on your website from a dashboard”. It works better that way.

Selling is a DIY job, YOU have to do it first
This is another dilemma. Most tech founders have this mythical assumption that with money they can hire someone for sales who will magically find answer to all their woes. Just because you raised some capital, doesn’t mean you start looking out for a “sales guy”. Good folks in sales can sell anything, including your product. That doesn’t indicate success because even the best of salesmen cannot sell a bad product to scale. Founders, themselves, are best suited to find first few customers. You’d be surprised to see the kind of moral boost your team gets everytime you close a deal. Take my word, that’s a BIG deal early on.
Selling is doing what you are good at, writing code for example!

Find it hard to believe? Alright, lemme show you our biggest selling tool – demo.webengage.com. Experience it once and you’ll know what I am talking about. Almost 50% of new visitors on our website everyday, take this demo. Being a slightly new category product that we are, it was a big challenge for us to explain the product in simple terms. We thought a live demo was a great way of putting across the message. Prospects come to our site, take this demo and sign up if the product matches their expectation. What better way to sell? Infact, in most of our phone calls or enterprise sale meetings, we end up using this feature to showcase the utility.

Also, selling involves figuring out channels of distribution for your product. E.g. we integrated with all major CMS and E-commerce platforms – WordPress, Magento, Blogspot, Bigcommerce etc. A whole lot of customers discover us inside these platforms everyday. Ain’t it wonderful to ride on what people have already built?

Now you know, software is indeed eating the world :-)

Selling is more marketing, don’t underestimate it
If you have come across those blog posts or emails from companies like Hubspot, Kissmetrics etc, you’d know how big an impact can content marketing make on your business. Closer home, Wingify (maker of the A/B testing tool VisualWebsiteOptimizer) does a great job too. There’s a lot more you can do without spending a lot of money. Many a times these activities might not result in a direct sale – infact, it won’t. But you’d be surprised by the kind of recall value they build over a period of time. Based on my experiences, I wrote an answer to the question on Quora on “how should an early stage startup market itself?”; you might find it interesting, read here.

Once you have scaled, there’s a lot more to selling than what’s mentioned above. We are going through that transition – building our insider-sales team and processes, figuring out alternate distribution channels, learning the intricacies of geographical expansion etc. I’ll definitely share my experiences with these once we have made some progress. For now, I need your wishes.

I hope this post wasn’t a waste of time. If it was, do share ;-)

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If you liked this one, you might like these as well:
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