Fab.com started off as Fabulis, a social network for the gay community, but pivoted to a daily design deals site.

This is the second Pune-startup by Jason Goldberg, co-founder and CEO of Fab.com. Earlier, he had started social|median, again with True Sparrow Systems of Pune, and this had a successful exit to Xing in less than an year.

In general, Jason Goldberg seems to have perfected the art of co-founding a startup with a development team in fully in Pune. This is not outsourcing in the regular sense of the word; he works with Pune based True Sparrow to build a dedicated team for his startup, he works very closely with the team, involving them in the conceptualization, architecture and design of the product, and spends one week out of every 6 in Pune. For more details on how he does this, check out this PuneTech post from his social median days: How social|median is Developed out of Pune

In any case, the full article about Fab.com’s funding is here

Background – Why is Market Research Important

Product Management is really about Value management. There are five parts to it:

• Understanding Value: Understand what the customer wants / care about
• Creating Value: Build the Product
• Capturing Value: Making sure that your product is appropriately priced. It is not necessary that you charge for the product immediately, or at all. You might make money somewhere else.
• Communicating Value: Position your value proposition appropriately
• Delivering Value: Making sure your product / value reaches the right person. Having the correct Channels.

For your next product or product feature, you will have lots of idea. But knowing what will really be the right thing to focus on is difficult. For a successful product or feature, the following pipeline is important:

• Market Analysis: Choosing what to build
• Strategic Analysis: Building the product profitably
• Building the Product: In India we are very good at this step
• Go to Market: Marketing it Right
• Sales Enablement: Selling Effectively

The rest of this talk will focus on mostly on Market Analysis.

What does a PM do? It’s more than just requirement analysis:

• Champions the customer’s context within the organization
• Define the roadmap for a product, and deliver products that customers will actually buy
• Master orchestrator of the productization process

Market Research – An Art and a Science

Ways to do market research:

• Surveys: very few people do surveys. And it is easy to do. The only thing difficult is to come up with good survey questions. But otherwise this is one of the best and scalable techniques for market research.
• Talking to your sales guys
• Reading research reports from people like Gartner
• Ethnography: watching your customers in their natural setting. In Big Bazaar there are always people standing in a corner of the store and observing customers. They spend 8 hours watching the patterns.
• User research: Bring users in and make them go through use cases
• Win Loss Interviews
• Product Advisory Council: Announce a product, as if it is already done. Put out a Google ad about this product that does not exist. Target it for the geography and demographics that you’re interested. And then check who and how many people are clicking on it. Gives you a good idea of whether it is really working or not. Very easy and cheap way of figuring out whether your product is going to work. And you can do it sitting at home in India for any product targeting anywhere in the world

Why is social media is a great tool for market research?

• Getting real users in a the real world is a lot of effort. Easier to get users online: LinkedIn, Facebook, Blogger, Quora, Twitter, etc.
• Viral propagation. Truly borderless. And impossible to do without social media even if you have lots of money
• Asychronous. You and the users don’t have to be in the same place at the same time. Makes it much easier.
• Figure out who are the influencers

LinkedIn

Great resource. All people in professional settings are on LinkedIn. Hence, for product management, especially enterprise products, this is a great resource.

Very easy to create surveys / polls on LinkedIn and ask questions about your potential future product / features, and get responses from people all over the world. With demographic information from LinkedIn.

You can not only get quantitative results, but also qualitative results and opinions.

In addition, you get to go back and give updates to all those who participated about what happened, what features were included, etc.

Audience Question: What about competition finding out about your product ideas / features?

Answer: This is a problem with all market research. But in most cases, the idea is not the most important part of the product, so it’s OK. If indeed your idea is the secret sauce, then don’t include it in your market research, but in most cases it is no.

Uservoice

If you are a product manager, you must use Uservoice.

Similarly there is CustomerVoice, an Indian Startup similar to Uservoice, but for India.

Facebook likes are not a good substitute for Uservoice. You need really granular feedback, which a “like” does not give.

Landing Pages

A landing page can be created within 5 minutes of creating an idea. Just put up your idea, ask people to register for the beta. At this point, you don’t have a beta, but you can decide whether to create one or not based on the amount of interest you generate.

Online Ads for Validation

Think of a product. Assume that the product already exists, and create an ad for the product. Put the ad out. Target a few important cities and sectors (e.g. Bangalore, Delhi, Pune, Chennai). See how many people click on the ad, and from which city and sector. That will give you an idea of how much interest is there for your product, and which geographies and sectors your product should target.

Do not start building a product unless you have done this.

Google Ads are good for validating a concept, but not very good for getting an idea of the people who clicked on the ad. LinkedIn ads cost more, but provide much more details about the click-throughs.

Analytics

Make sure you have Google Analytics installed on all your websites. It is free and gives you lots of data on who’s coming and what they’re doing.

In addition there are paid services (often fairly inexpensive) that do even better.

For example, there is an Indian startup called Wingify that allows you to do A/B testing on your website. If you don’t know what A/B testing is, find out now.

Other interesting websites/products

• Ask Your Target Market: http://aytm.com – ask questions to specific target groups (mostly US)
• Sprout Social: http://sproutsocial.com – get social media conversations about various keywords
• CDC Pivotal CRM – get twitter and other social media conversations of each customer

Parting Thought

Samuel Colt, who invented the revolver, said that his invention was one of the most important things ever. Because, he said, “God made men. I’ve enabled them to be equal.” The person without strength, money, knowledge, can still win if s/he has a revolver.

Social Media is the revolver for product management. Anyone can do it now.

Don’t let this weekend end without sending out a survey.

Earlier, Business Insider ran a story claiming that Pubmatic had gotten an offer of $300 million from Amazon, but turned it down in favor of going for an IPO.

Pubmatic is doing extremely well, as seen in this excerpt from the VC Circle article:

PubMatic acquired ReviNet, a US-based advertising optimisation company in May this year. It recently expanded to Europe and launched more data management and mobile products. Its GAAP revenue has risen 33 times in the past two years and by 51 per cent between the second and the third quarter of this fiscal year.

While Pubmatic is technically US-based, it has two co-founders who are in Pune (Mukul Kumar and Anand Das), and all of its development happens in Pune (with the exception of the ReviNet acquisition).

If Pubmatic does indeed go for an IPO, it will the first mostly-Pune-based software product company to do so. While last year’s Persistent IPO was many years in the making, Pubmatic is just 5 years old, and will be a great source for inspiration for technology startups in Pune.

Pubmatic has been one of PuneTech’s favorite Pune startup companies, and we’ve been covering it (see here and here) since our first month of operation in 2008. We wish it good look, and hope that this is just a first in the series of Pune IPOs

Update: Reader V. Krishna points out Kale Consultants was probably Pune’s first software product IPO. Kale Consultants provides solutions to the airline and travel industry, and has a mix of products and services, so it is indeed, arguably, Pune’s first Software Product Company IPO.)

As anybody familiar with the ecommerce situation in India is aware, COD is one of the most important forms of payment in Indian ecommerce, since Indians are still not very comfortable with using credit cards online. Thus, offering a COD option almost becomes a must-have for any product or service that is being sold online. Inspite of the fact that COD is an expensive option in general (often with charges of up to Rs. 100 per delivery), it is still the most common form of payment for many ecommerce vendors in India.

In this context, we believe that this announcement by Ayojak would be welcomed by many event organizers and potential customers of Ayojak.

In an article on YourStory.in, Santosh Panda, Founder & CEO of Ayojak explains the thought process behind this announcement:

“We see that close to 45-55% of our users have trouble in booking tickets online through Net banking, Credit cards or Debit cards, sometimes the payment gateway is too busy to respond or the connection is very slow and the browser times out. Because of these various reasons most of the users or frustrated with the online ticket booking experience and prefer the offline mode. Even from our in-house research and analysis and from consumer surveys – we see that the demand for CoD is very high in India, as a major chunk of our population still do not have access to Debit or Credit cards and not to forget the large community of students as well.”

Here are more details of the exact service offered:

Ayojak have integrated their event ticketing & registration e-commerce engine with several logistics solution provider like – FedEx (AFL), GharPay, and Santa Claus Couriers. This tie up will enable Event Organisers to reach the last miles of customer’s convenience and enables users to buy event tickets from the comforts of their home, office or other various locations from across 3000 cities/town in India. For all CoD delivered using Ayojak’s integrated solution, event organizers will be provided with a detailed CoD tracking system and easy, timely and assured delivery of orders. Ayojak has already been privately serving few selected customers to deliver thousands of CoD across India.

PuneTech caught up with Santosh Panda to get a few more details about this new service in particular, and about Ayojak in general.

Are there any other online event/ticketing providers that providers that provide an integrated COD solution? If yes, how is Ayojak’s solution different?

Santosh: There are likes of BookMyShow.com who do this for bigger events only. However with Ayojak, any event (whether big or small) now can avail the COD solution and plan to reach much larger segment of event ticket buyers to pay via cash. Our other competitors don’t have this solution.

What are the extra charges for COD tickets?

Santosh: We are charging 100 rs for delivery less than 1700 rs. For delivery amount from 1701 Rs onward, we charge 6%. The rates may sound higher but if we compare average online charge which is 5%, this is reasonable. Also COD has several complexities such as genuine buyers vs. not, insurance by logistics provider whether money is lost/stolen, support for COD tracking, many such issues. Also COD is designed as part of payment solution suite.

Can you give a quick overview of Ayojak? How is it different from the competition?

Santosh: Ayojak’s mission is to solve 360 degree aspect of an event management. Hence while competitors are focusing on online registration only, we are solving customer’s following pain such as :

• Payment via online-cash-retail payment solution : Helping event organizer to avail all payment channel and sell it out
• Promote: Ayojak promotes event heavily in various channels and we consider this as our job. Whereas our competitors don’t provide this as a service or spend time in helping an event get promoted. Ayojak provides promotions like ‘digital marketing, social media contest/content oriented promotion, advertisement on Google Ad/LinkedIn’. We intend to bring more ‘conversion’ oriented solution in coming days.
• Support: Ayojak provides huge support during an event such as answering event attendee queries, event setup related help if needed, tracking each payment and reaching buyer to help them to select other options, many such. Our customers are very happy with Ayojak support.
• Product : While our competitors looking event as one type, Ayojak is designed to treat each event type differently. For example a ‘Sonu Nigam Event’ is different from ‘Indian Medical Conference’. Therefore we have developed different apps such as ticketing app, conference app to solve the process flow needed in each type.

Also Ayojak apps are designed keeping the 360 degree principle : Create, Promote, Sell, Support.

Where is Ayojak located. Specifically we’re interested in what part of Ayojak is in Pune, and what exactly does the Pune team do.

Santosh: Ayojak’s Pune team is the prime team, most of our biz/tech decisions/development happens from Pune. Also our key sales & marketing team in pune, although we have freelancers and employees located in Mumbai, Bangalore, Hyderabad/Visakhapatnam.

For more information, check out Ayojak.com

Speakers:

• Rohan Dighe – Design Experiences and Not Apps using OpenGraph
• Aman Jain – My Experiences with OpenGraph

About Techweekend

TechWeekend Pune is a volunteer run activity. Each TechWeekend event features a few talks on advanced technical topics. These events are free for all to attend. See PuneTech articles about past techweekends to get an idea of the events.

Join the techweekend mailing list to keep in touch with the latest TechWeekend activities.

Fees and Registration

The event is on the 7th floor, SICSR, (Symbiosis Institute of Computer Studies and Research, near Om Market, Model Colony) on 1st October, Saturday, from 4pm to 7pm.

This event is free and open for anybody to attend. Please register here

A similar session, My Story by Carwale.com’s Mohit Dubey is one of my favorite tech events in Pune this year, and I loved the advice he gave. That is why I have high hopes from this event.

Here is TiE Pune’s description of this event:

“From a single idea to India’s largest bus ticketing company, redBus is an entrepreneurial success story with resonance around the world. It remains compelling proof that a young visionary with a strong engineering background can use technology and insight to create a competitive business and transform an industry.”

Founded in Aug. 2006, redBus today has operations across 15 states and offers services for 15,000+ routes and has built relationship with about 850+ bus operators.

redBus is amongst Forbes top 5 startups to watch in 2010. redBus is ranked no#1 – with a growth rate of 4823% between 2007-’09 – amongst the fastest growing companies in India in a survey done by All World Network. And is also awarded India’s best internet startup, 2010 by IMAI.

Phani is ranked no# 3 amongst India’s Most Promising Entrepreneurs by Business World. He was awarded Entrepreneur of the year award under IT, ITES category by ET NOW and the BITSAA 30 under 30 award. He is also selected as Endeavor Entrepreneur (www.endeavor.org) and TiE Entrepreneur (www.tie.org).

He was a State ranker in Intermediate examination, Andhra Pradesh Sr. Secondary Board, graduated with distinction from BITS-Pilani, and worked with Texas Instruments, Bangalore before he co-founded redBus.

About TiE Pune My Story Sessions!

“My Story – Inspiring Journey of an Entrepreneur”

This program is created to celebrate entrepreneurship and bring stories from successful entrepreneurs in their own words. The invited speakers will share their entrepreneurial journeys and talk about lessons learned, mistakes they wish they avoided, and key decisions that helped make their venture successful.

Fees and Registration

The event is from 6pm to 8pm on 16 September at the Sumant Moolgaonkar Auditorium, Ground Floor, Wing A, ICC Trade Center, SB Road.

This event is free and open for anybody to attend. Please register here

CloudCamp will have a mix of invited speakers and barcamp style last-minute speaker. Talks include:

• “Integrating Public/Private Cloud” by Vijay Sukthankar, Cloud Computing Leader at IBM
• BigData use in Advertising by Anand Das of PubMatic
• “Platform-as-a-Service” by TBD of Microsoft
• “CloudWorkshop – Does your app belong in the Cloud?” by Larry Carvalho of RobustCloud

For a detailed schedule and other information see the CloudCamp website. The event is at VITS hotel, near Balewadi Stadium, from 9:30am to 4pm.

Fees and Registration

This event is free and open for anybody to attend. Please register here

About the Seminar:

To see this post you must have clicked a hyperlink, and it would have hardly took seconds to open that. So easy man!!!, but what you didn’t saw was how did the computer made this possible for you.

It all started at your Brain, here is the simple flow of all events that took place in LAYMAN’s TERMS

1. Brain sends signals to your muscles to move the mouse on link and click on Mouse, your eyes help in that movement and tell brain to click at right place.
2. Mouse sends interrupt via USB or PS2 to Host Controller.
3. Host controller forwarded the interrupt to Processor.
4. Processors sent interrupt to device driver.
5. Device driver gave control to X server (i.e display server for Linux)
6. X server gave control to browser
7. browsers parses that link.
8. browser contact network card via system calls and sent the request to FB server
9. Routers take the packet from your network card and gave it to FB server.
10. FB server processes the request and sends the reply back
11. Browser gets the reply back and processes the HTML code to display the new contents.
12. X server updates the video memory buffer with new contents
13. Monitor reads the new content from that buffer and shows new content at screen, at 60HZ (say)
14. Eyes get the same signal at 16HZ and send it to brain
15. Brain processes the information and validates the information, if its the right one.

and all this happened in 1 second parallely, so A MOUSE CLICK IS SO COMPLEX. In this session we are going to cover all this in detail. Since this all started at brain and ends up at brain, we call it Brain to Brain

Who Can Attend

Anyone from this universe and its a free event. Goodies waiting for you as well. So if you are one of those who keeps the passion for understanding HOW STUFF WORKS, then this is a must attend session for you. Suggestions are most welcome

About MCUG – MIT Computer Users Group

MCUG (The MIT Computer Users Group) is a student group started by students and alumni of MIT College Pune, but has now grown to include 500+ members (students as well as industry professionals) from all over India. MCUG conducts various tech activities targeting students of computer science engineering.

Top Web Vulnerabilities – Rohit Srivastwa

This talk will cover 6 of the top 10 most exploited vulnerabilities on the web as reported by OWASP. Specifically:

• Cross-Site Scripting
• Information Leakage
• SQL Injection
• Local/Remote File Inclusion
• Unrestricted uploads
• Shell Injections

and best coding practices whereever possible.

The speaker Rohit Srivastwa is one of Pune’s most well know security evangelists. He has an expertise in cyber crime investigation and IT infrastructure management. Rohit is actively involved advising several military agencies, law enforcement personnel, media, corporate and Government bodies in these fields.

Rohit Srivastwa is also the founder of ClubHack, a member driven community to spread the security awareness. ClubHack organizes an international hacker convention in Pune every December.

For more see Rohit’s website

Security Features in IE9 – Aditee Rele

The latest version of Microsoft’s browser contains a lot of technologies focused on making the browser very safe from malware and phising attacks on the internet. It uses a new mechanism called layered protection against malware and a bunch of memory and exception handler protections to ensure that the most common ways of exploiting security holes are automatically plugged. To prevent phishing, it uses a SmartScreen filter to block bad URLs, and an application reputation mechanism to detect untrustworthy executables, providing what they claim is 100% social engineering blocking.

The speaker Aditee Rele works in the Developer and Platform Evangelism (DPE) Group at Microsoft Corporation, India. She focuses on addressing architectural challenges in the enterprise and web space and has first-hand exposure to large implementations on various platforms across Microsoft Technology Suite.

Fees and Registration

This event is free and open for anybody to attend. No registration required

The event starts at 10am, in the Sumant Moolgaonkar Auditorium, Ground Floor, Wing A, ICC Trade Center, SB Road. Please come 10 minutes early since security at the venue takes a little time, and we are planning on starting the event on time.

Q: 19 years in IT industry and counting. You have been a witness to the fall and the rise of the industry. What have been your prominent observations in this period? Based on these observations and your experience, what changes do you predict in the next 10 years?

A: In the early days of my career, the entire IT industry in India was purely services-based. I always lamented the lack of product-based companies in India. Seeing the proliferation and rise of many Indian product-based companies and startups, is the most fulfilling observation in all these years.

Predictions for the future are always a dangerous game with many unknowns, but here are some I’d dare to make:

The Indian startup ecosystem will mature significantly in the coming years, making life a bit easier for entrepreneurs who undergo a difficult struggle today.
Indian IT outsourcing companies will face significant challenges and opportunities in several areas – getting qualified labor in India, diversifying geographically outside India, capitalizing on the growth of SaaS, etc.
In terms of overall online space, we are already witnessing a shift to a personalized experience. This will only get bolstered further in the coming years, with relevance filtering, giving you an optimal experience in everything you do online.
User behavior online will increasingly tend to share more publicly, leading to continued discussions and concerns about privacy.
User behavior online will increasingly tend to share more publicly, leading to continued discussions and concerns about privacy.
Q: Being a first ranker in college for all the years, is a fulfilling achievement. Can you share some very special moments from your college days that still bring a smile on your face when you think of it?

A: I was once asked by our Electronics professor to take a guest lecture on Multivibrators, in the middle of the year. When I started the lecture, I realized that my class wasn’t following me, because they had not understood what had been taught in the earlier months. So I reverted back, asked them if they knew how a transistor worked. By this time, our class got bold enough to be frank and replied in the negative.

So, I eventually ended up starting with basics of how diodes worked, followed by transistors, and then covering multivibrators over a span of 3 lectures. After I was done, my fellow-students suggested that we get rid of our Electronics professor and just use me instead.

Q: ‘Mahendra embodies the ideal Program Manager I would like to be working with’ & ‘He is one of the best Project Manager I’ve worked with’ is what some of your ex-colleagues say about you. You are now an editor at Techmeme. How and Why did this shift happen? Was it because of your keenness to explore new frontiers and realization that communicating well is your forte or was it something else? How did your friends and family react to this move?

A: The Project/Program Manager role in large Indian IT companies is a stressful balancing act dealing with challenges on three fronts – your bosses, your client, and your team. After 18 years of working in this role on several US & European projects, I realized I wanted a change.

I have always been an avid researcher, with a huge appetite for scanning a multitude of information sources and filtering the best from them. My present job goes hand-in-glove with this innate skill, and makes me think I was born to do this kind of work.

I have a hard time explaining what I do to my friends and family. Initially, they were skeptical, but over time, they’ve slowly realized the fulfilling nature of my work and accepted it. The fact that I work from home is an added benefit.

Q: Your current role at Techmeme is ‘Editor working as a human filter for automated algorithm’. Do you think an automated algorithm, no matter how intelligent it could develop into, can replace the intelligence and editor skills of a human? Also, is it better to ‘crowdsource’ and let users decide the relevancy and usefulness of a story, rather than an editor or team of editors doing it?

For a news aggregator, automated algorithms have limitations that can’t be overcomed.
A: For a news aggregator, automated algorithms have limitations that can’t be overcomed. Gabe Rivera, founder of Techmeme said it in 2008 when Techmeme hired its first editor.

Whether one decides to crowdsource or use an internal editorial team depends on one’s target audience – both models have been used online to varying degrees of success.

Q: ‘Relevance is the only solution to the problem of information overload’, according to you. Relevance is subjective. Do you feel the relevance could be influenced with popularity and things that might not have been relevant to someone would appear like one, just because it was shared by his/her friends or popular personalities? This seems like a constant challenge and it’ll be great to hear your views on how do you think this issue can be addressed and your suggestions for an individual to handle the information overload he faces everyday. You can even suggest tools if you like.

You will find both popularity-based and personalization-based relevance models to continue to coexist in the future.
A: Yes. As I described in the article, relevance is very dynamic and difficult to pin down. There are times when what is most popular is most relevant, and there are other times when a personalized approach is more relevant. This is why you will find both popularity-based and personalization-based relevance models to continue to coexist in the future.

My tips for handling information overload are listed on Quora:

Q: In one of your recent post, you opine that Facebook and Quora should be worried about Google+ but have not mentioned about Twitter, where asking questions, sharing links and speed seems to be the key. According to you, will Twitter not get affected by this? What kind of innovations do you want to see happening on Twitter, to counter any threats from other networks?

Twitter’s 140 character limit will remain its USP against Facebook and Google+
A: Twitter’s 140 character limit will remain its USP against Facebook and Google+. This limit makes it more suitable for sharing links & hence its suitability as a news-discovery network. Twitter needs a better on boarding process for new users and a flourishing developer ecosystem – both of which are weak areas today.

_(Please read the full interview at BlogAdda for more. Also check out the recent PuneTech article about Google+ which features the views of Mahendra on why Quora and Twitter should be afraid of Google+.)