Category Archives: Overviews

Overview of KLISMA – Loyalty/Group buying startup incubated at Persistent

So Customer is King; and the “loyal” King gets rewards. But how many of us really carry all the paper/plastic around or remember to redeem these? KLISMA, is a new customer loyalty program, that can be used via your mobile – which you always have with you.

KLISMA is primarily focused at providing group buying benefits to employees of corporate and institutional clusters for its services, but it also supports individual customers as well.

KLISMA offers a mobile based membership card. A corporate employee or an individual user can register (free) and get a mobile based ID across all participating retailers in the program. The user can even group family members under one ID. Once the account is setup, the user will be able to obtain digital receipts, return products, redeem m-coupons, and participate in retailers’ loyalty programs using mobile-based KLISMA ID. This service eliminates paper clutter, lost receipts for product returns, the frustration of keeping track of discount coupons and plastic loyalty cards in wallet, purse or key chain. So, you are now a “green shopper” as well.

KLISMA goes far beyond linking everything to the cards a user already carry in their wallet or purse. KLISMA constantly searches through promotions and offers to find the best deals on everything from clothing to groceries to electronics to restaurants. KLISMA’s suggestions are unique to the user, as they’re based on what you typically purchase. For example, if we like a certain store, it might offer us a m-coupon from them for “10% Off All Purchases of Rs.1000 or more”. Or, if we like a certain product, it might show us a “Buy 1, Get 1 Free” m-coupon.

Ajay Aggarwal, the Chief Customer Experience Officer at KLISMA says ‘KLISMA is a comprehensive platform for modern consumers to plan, shop and manage their entire consumption cycle and it also enables modern retailers to deliver desired shopping experience to these consumers.” To say it in a simpler way, KLISMA works more like the “armed forces canteen service” for corporate employees. In a way it engages with corporate customers to deliver its services to its employees.

I bet you are now reminded of Groupon or Snapdeal. But KLISMA begs to differ. KLISMA enables its members to buy anything ranging from a car to a cinema ticket at the time they wish to buy, the price they wish to buy and retailer they to buy from. Since KLISMA is completely member driven and not retailer driven it is truly a pull platform which is the core difference whereas all others are push models. Apart from that, it offers deals to its members. There is a unified loyalty program across all retailers, personalised promotions based on individual shopping pattern and behaviour, very wide products & services range (unlike Groupon and Snapdeal) and mixed channel experience over internet, mobile and phone support.

Ajay Aggarwal has been associated with retail industry since 1993 and post 2006 he tracked the consumer challenges in this industry when he felt the need to have a platform to push for shopping experience advocacy. “I firmly think this will be the future need of matured modern consumers”, assures Ajay.

KLISMA comes from Persistent, and Ajay Aggarwal waxes eloquent when he is asked about his experience of being incubated in Persistent.

“I started working on KLISMA in June 2009 and its basic framework comprises of Cloud, BI, Mobile and Collaboration technologies. This is where I shared the concept with Dr. Anand Deshpande in November 2010 and he invited KLISMA to be part of Persistent and committed his support to make it happen. We worked out a unique innovative model of incubating this within Persistent and it has been a great experience of working as an entrepreneur within a corporate. Very soon KLISMA shall be spun out as a separate entity, jointly owned by Persistent, founders, employees and other investors. I must say large amount of credit for the success goes to Persistent to allow us to operate independently and objectively without any bias.”

We asked Anand Deshpande, CEO of Persistent about how and why Persistent, traditionally a software product outsourcing company, is getting into incubating technology startups. Anand says:

“I am a great believer in the Indian consumer story. KLISMA is a technology based Company for the Indian consumers and we are excited to have built the platform. Persistent has funded and participated in other technology platforms another example would be Parasharplus (http://www.parasharplus.com).

“In addition to incubating products within Persistent we have also announced a partnership to connect entrepreneurs to customers. Recently, we have partnered with 1M/1M an initiative setup by Sramana Mitra who has a goal to help a million entrepreneurs reach $1 million in revenue. Persistent as a technology partner will be reselling and also be a channel for products from select 1M/1M entrepreneurs. In addition, Persistent Systems will also provide outsourced product development services to these companies. In this way, we look forward to help entrepreneurs succeed by bringing new technologies to market.”

In short, other Pune startups that are targeting Indian consumers, and would like some help in reaching the market could approach Persistent for some sort of a partnership, similar to Ajay & KLISMA’s incubation in Persistent.

Ajay is of the opinion that this is the decade of e-commerce in India. Consumer maturity, internet and mobile penetration, 3-G and maturity of supply chain infrastructure in India will give a huge push to this channel in the next 10 years. Like the traditional retail e-commerce growth will also be controlled and limited by government policies, especially FDI in retail. He has no doubt that post 2020 e-retailing space in India will not be different than anywhere else in the world. So if going green and paperless and intelligent is something you like, check out KLISMA’s website

Overview of Sokrati – Online Ads Optimization Startup

(A few days back, Pune-based startup Sokrati announced that it has received an undisclosed amount of Series-A funding from Inventus Capital Partners, a company that has also invested in such companies as RedBus.in, TeliBrahma, and FundsIndia.

PuneTech chatted with co-founder and CEO Ashish Mehta to get more details of the Sokrati story.)

About Sokrati

Sokrati is a company that provides technology and services to merchants on the web for automated optimization of the placements of their online ads. For example, if you’re an e-commerce company, you probably spend a lot of money on buying Google AdWords, and other ads on various websites around the world. As the competition in your market heats up, it becomes more and more difficult to figure out where exactly to place ads, and what kinds of ads to get maximum conversions (in this domain, a “conversion” is when a person who sees your ad clicks on it and becomes a customer.)

On Founders and How Sokrati was Founded

Sokrati was founded by Ashish Mehta, Santosh Gannavarapu, and Anubhav Sonthalia, who were previously working for Amazon in Seattle, USA, but then quit to form Sokrati, and moved to India about 3 years ago.

The founders managed the Paid Marketing for Amazon from business & technology perspective. They saw that Paid Search Marketing (and Online Marketing in general) is very challenging for advertisers with dynamic content on their website – typically catalog based Advertisers in Shopping, Travel or Classifieds domain. And none of the established players like Marin Software, Efficient Frontier or Kenshoo provided an apt solution. They had some ideas on how to make it work for advertisers in these domains and started moon-lighting in November 2007. They signed up as one of the Amazon Affiliates, and spent weekends and after-work hours to build a proof-of-concept model. Within a year, they drove an incremental revenue of $20 million to Amazon – purely from the rudimentary PoC that they built on the side! It was easy then to quit their jobs in Dec 2008 and came to Pune to build a more production ready, more intelligent and sophisticated technology.

The idea & focus overall has still remained the same; though they are constantly taking feedback from clients and building product extensions to entail a larger piece of a more unified Digital Marketing & Analytics.

For more information about the founders see the Sokrati management team page.

Case Study to Illustrate Sokrati Offerings and Technology

To get an idea of what exactly Sokrati does, and how, consider this case study with a client who is a prominent jobs portal in India.

The client was managing Paid Search Campaigns (i.e. buying of search ads on Google and other search engines) in-house, incurring heavy spends. The key issue was – for the trailing 1 year or so, performance had started to plateau and there wasn’t much momentum in the campaigns. Scaling the campaigns with a controlled Cost-per-Action was getting very challenging & difficult for the client. And while experimenting various ways (mostly manual), the campaign structure + quality of keywords were just getting worse by the time.

Sokrati helped the advertiser ramp up their volumes by almost 2x within 8 weeks of campaign management by Sokrati.

The basic approach Sokrati took was to use Sokrati’s proprietary data mining & clustering algorithms to generate extensive set of keywords (from about 68000 to roughly 1.5 million) & very targeted ads. This allowed a lowering of CPCs (cost-per-click) & improved relevancy – eventually leading to better CPAs (cost-per-action) & higher volumes. This combined with real-time optimizations leveraging decay-rate algorithms has helped lower the overall CPA by 25% without sacrificing on any of the volumes. In other words, to get exactly the same amount of resumes, it cost the client 25% less in ad spending using Sokrati’s algorithms.

The other critical improvement provided was the ability to track beyond “binary” conversion flag. Sokrati’s proprietary tracking system is able to capture several more conversion parameters. For example, before Sokrati, the client was measuring only the number of resumes and the amount incurred to acquire them. Now, with Sokrati tracking, they are able to track the quality of the resume – whether it was an IT or Bank related; whether its a Fresher or had 5+ years experience. Not only that, the advertiser is now able to provide differential ROI targets for different “mix” of conversions; and Sokrati is able to optimize the mix in real-time.

About Their Technology Stack

Sokrati technology is built using Ruby-on-Rails for the front end and has Linux + MySQL + Java on the backend. They are using the cloud quite extensively have close to 50 servers now, all hosted on Amazon EC2 (US & Singapore). They did evaluate a few vendors in India – but didn’t find anything interesting or as reliable.

We asked Ashish whether it was difficult to hire developers with the required knowledge in Pune.

Hiring has always been a challenge & I don’t think, its a function of Pune specifically, but India overall. Though we’ve been very fortunate to get the key senior members of the team that are like-minded and truly start-up oriented, it has been lot slower than we would have liked. For example getting talent with data mining or machine learning skill-set is a struggle. We have interviewed over 100+ candidates but still haven’t been able to fulfill the positions; and have a long list of open head-counts in the company.

What is the one piece of advice you would give to founders of other technology companies in Pune – something you learnt during your journey so far and you wish you had known earlier.

Our start-up stint has just begun and there will be many things that we will learn either upfront or by failing over the next few years. But I’d like to share 2 learnings that we’ve gained from our stint so far –

1) One key learning that I’d like to share is to not procrastinate on raising funds. Once a start-up feels they are ready to raise funds or think they “need” to raise funds to grow faster (and only IF they feel so) – then the founders should not delay this process. As the funds will provide the stimulus to exponentially grow faster. I think we could have raised funds about 6 months back by being more aggressive but we let it take its own sweet time. In the internet world, where competition is so cut-throat & landscape so dynamic, even a small delay or a few missed opportunities could prove to be very fatal.

2) Customer Servicing & listening to their feedback is ultra-important. Coming from Amazon, we ingrained this idea directly & indirectly, on how to value each and every feedback from customer (big or small). But we’ve experienced that several start-ups, especially in India, are so obsessed with their product / services that they tend to overlook this aspect of the business. Its very vital to put yourselves into the customers’ shoes while building the product.

myEshala – an eLearning package oriented towards SSC board students

Technology pervades all aspects of our lives, and now even educational institutions are actively adopting technology based systems. Pune’s Millenium School, Pune after scouring the market for an e-learning tool and unable to find a suitable one, decided to develop one on its own, and it is now available for all children at http://myEshala.com.

Basically, myEshala has video lectures, which they try to make interesting for the children, and quizzes/testing after every small segment to get an idea of whether the child has understood the lecture. Parents get a detailed report of what the child has studied, whether s/he has understood it, and whether they need to repeat any segments.

Why build myEshala when so many eLearning software packages already exist? This is the reasoning:

We have observed that there are lots of e-learning software product which sell “concepts”. Children are expected to use these concepts as and when necessary. We, on the other hand, have developed a product specifically targeting the Maharashtra State Board (SSC) for now. We provide a chapter by chapter tutorial for every subject (Hindi and Marathi excluded for now). We also do the same for quizzes. This makes it very tedious for us to make the content, but, the children get a huge benefit of seeing a monolithic lesson rather than picking up broken pieces here and there. This is especially true for the SSC Board, which is the most under-rated and the most neglected board in the country, for no apparent reason (there is an in-depth explanation of the same on our sister site)

This innovative tool – myEshala has thus been created people who have the software skills as well as hands-on experience in education and teaching. Nikhil Karkare, coordinator at Millennium National School, (and a very active member of CSI Pune and Pune Open Coffee Club) says, “Many of the e-learning tools in the market now, seem to have been developed by persons who do not have much experience in the education sector. Concepts are not set down in a child friendly manner and lectures tend to be long and boring – they don’t seem to really know what will or will not work in a classroom environment. So as engineers who could teach, we decided to combine our software and teaching skills to build this tool on our own.”

Once they developed and started using myEshala, the school found that parents and children benefited greatly from it. Students could take tests, view lectures (more than once), and play with widgets on the tool. Student performance and progress could now be accurately monitored and teachers too had more time to develop creative methods of delivery. “After implementing myEshala we have seen a significant improvement in the performance of students with the overall percentage increasing from 65% to 75%.” Nikhil Karkare happily adds.

The news spread and students from other schools as well requested to try out the tool. “This drove us to think that other children could also benefit from myEshala and we decided to put it on the retail market. Now other schools have started implementing myeshala as well.” Says Nikhil. Another goal in mind is to take myEshala to the rural areas as well where educational infrastructure is poor and challenges exist in imparting even basic education. “We want to make sure basic education reaches non-urban areas at a very low price.” Says Nikhil.

The use of technology however, is not new at Millennium National School. In fact they have always put it to use in a number of ways. Software was used to map each student’s home address on Google Maps, and then bus routes were planned accordingly. “This means saving of fuel and time, which is not only good for us, but for the environment as well.” Says Nikhil. They also predict the quantity of food to be prepared depending on the number of students present and certain other factors, by means of software. But, there are challenges too. “The end users are children of ages from Kindergarten to Std. 10. So usability sometimes becomes a big challenge. Again spending on technology is always limited, which is why we use Open Source technologies in most places.” Says Nikhil.

You can see the myEshala FAQ for more details.

Enhance Education: Pune Based startup focusing on Tablet-based education

Enhance Education (the new startup of founders Akshat Shrivastava and Arun Prabhudesai) is focusing on “tablet” computers (i.e. like iPad, but cheaper) as a primary feature of their eLearning platform that they hope will be used by colleges all over India to significantly improve the education provided to students / trainees. They are partnering with Amplify Mindware (a group of Institutions under Bharati Vidyapeeth) to help deploy this technology/service across a large number of institutions in India.

The basic idea is this:

  • Enhance Education has subject matter experts who produce high quality educational content, which is put up on their website (as part of their My Open Campus).
  • Educational Institutions (who would be customers of Enhance Education) sign-up for making My Open Campus content to their students.
  • Students are given internet-enabled “Enhance E-Pads” which can access content from My Open Campus over the internet. The Enhance E-Pads are android based touch-screen tablet devices that are expected to cost Rs. 3000 (and are likely to get cheaper over time).

In Enhance Educations’s Management Team, PuneTech readers (more accurately, Pune Open Coffee Club Members) will notice a bunch of familiar faces:

  • Akshat Shrivastava – CEO of Enhance Education. CEO of outsourcing company XanaduTec, and also founder of Alabot. @broadcalling on twitter.
  • Arun Prabhudesai – Head of Technology for Enhance Education. Also founder of http://trak.in, the very popular India Business Blog, and previously CEO of http://hover.in. @8ap and @trakin on twitter.

Vikas Kumar, founder of BrainVisa, is also listed as an eLearning Advisor.

The latest press release from Enhance Education is here. There’s a lot more information about Enhance Education on their blog – check it out.

Introducing ForPune.com – ask any question about Pune and get answers

ForPune.com is a website where you can ask any question about Pune (it does not have to be a technical question) and get good quality answers from other Punekars quickly. It is another for-the-community, by-the-community initiative from PuneTech. Please use it – the more people use it, the more useful it becomes.

Some example questions and answers

Just to give you an idea of the various different ways in which this site can be useful, we’ve listed some of the interesting questions here.

Basically, you have access to a bunch of smart, interesting, knowledgeable Punekars from different fields, and you can get them to answer your questions, your doubts, and your philosophical issues.

Key features

Why is this ForPune different from a “discussion forum” or a “mailing list”? Here are the reasons:

  • Voting on questions and answers: ensures that good quality answers float to the top, and more useful questions get higher ranking in search results
  • Moderation: volunteers from the community keep patrolling the site to get rid of spammers and idiots. So you will not (usually) find the site over-run by idiotic irrelevant posts.
  • Tags: All questions are tagged to make it easy to browse and find interesting questions and answers
    • For example user meetu earned the Notable Question Badge because her question about real estate prices in Lavasa has more than 3000 views.
    • Users nik, Abhinav, Subhojit Roy and ravi karandeekar have earned the “Enthusiast” badge for visiting the site every day without fail for at least 30 days.
    • 16 Users have a “Popular Question” badge, for having asked questions with more than a 1000 views.

    The points system: All users of the site get points for various activities. There are points for asking questions, for giving answers, for voting, for correcting inaccurate tags, for asking good questions, for giving good answers etc. Members earn various badges.

    Basically, the points and badge system ensures increases the motivation of the users to “work” on the site, and gives visibility to people with specific expertise.

Why not Quora? Why not Facebook Questions?

Quora/Facebook Questions are good alternatives, but the simple reason why ForPune was not built on those was that ForPune has been around for almost an year now – before Facebook questions and Quora were launched.

There are other reasons why we feel that this is the right choice:

  • Quora is still rather tech-heavy (and generally heavy). It has serious people with serious questions, and startups and tech trends. This scares away most of the regular people.
  • Facebook questions doesn’t really seem to be taking off (at least not that I can see).
  • In any case, I think that in the long-term it is a much better idea to have an independent entity that is not dependent on the whims and fancies of a startup that might change its policies, or shift focus, or simply discontinue the service (remember Google Wave?)
  • ForPune will soon run on open source software, and we have hopes that the tech community in Pune will use that as a base to extend it and create a whole bunch of apps/hacks/other services.

Software / Platform details

  • ForPune is based on the StackExchange software – the same software that runs the popular StackOverflow site for programming questions & answers.
  • In the next few months, ForPune will shift over to using OSQA the open source clone of StackExchange. (It’s written in python+django, Yippie!) At that time, we’ll also shift it to our own servers – probably on slicehost or webfaction.

Who’s behind ForPune

Well, although it was started by us – the people behind PuneTech, but it is now really run by the users. See the list of ForPune users. More points indicate people who’ve spent more time on the site. People with diamonds against their name are moderators.

What to do now?

Use the site. Ask questions, answer questions, vote for good answers and questions.

Tell your friends about ForPune.com. Due to the network effect, the utility of the site quadruples if the number of users doubles. (And if the number goes up by 10x the utility increases by 100x).

Especially if you have friends in media. Ask them to write articles about ForPune.

And follow @forpuneq and forpune on twitter.

Hiring Technical Writers for Start-Ups

(This article is a guest post by Mugdha Vairagade. See the end of the article for more information about Mugdha.)

If your start-up is considering hiring technical writers to document its products or services, then read on. Having a technical writer onboard to prepare professional and well-rounded documentation is important, when:

  • you have a major release of a product or service, targeted at large number of enterprise or end users
  • you are offering APIs or frameworks to other developers for further development
  • your product has frequent releases requiring extensive Release Notes and Readme files
  • and so on…

This article tries to put together the points you need to consider and the actions you have to take to hire technical writers for your start-up. This article provides advice relevant to start-ups, because a start-up’s hiring needs and budgets differ from those of an established organization.

This article assumes that you are hiring technical writer(s) for the first time, and your start-up does not have anyone onboard with documentation know-how.

  • First, you need to determine what type of documentation your product or service requires. Here are major documentation types, along with examples of the applications they are suitable for:

    • Online Help: Documentation published online. Suitable for enterprise application documentation, where the documentation is extensive and is to be made available on the corporate intranet. For example, Help for ERP systems.
    • Application Help: Context-sensitive documentation integrated with an application. Suitable for desktop applications, where users need to access context-sensitive help for specific application area. For example, Help for Microsoft Office applications.
    • Print Documentation: Printed or ready-to-print documentation. For example, Installation guides for servers, mobile phone user manuals.
    • Wiki: Documentation published as wikis. Suitable for internal and collaborative documentation. For example, MediaWiki Help
    • Videos: Suitable for task demonstrations and walkthroughs. For example, Dropbox demo

    The documentation type tells you what tools and skills are required to prepare the documentation.

  • Identify the documentation tools you can provide to the technical writer. As already explained, the tools to use are determined by documentation type. The candidate should have mastery of these tools.

    Commonly-used proprietary documentation tools have hefty license fees. However, these tools are reliable and come bundled with support. Some examples are Adobe RoboHelp, Adobe FrameMaker, and Author-it.

    However, if you have budgetary constraints, you can opt for any suitable Open Source and free documentation tool. These tools, albeit with fewer features, are as capable of authoring and managing documentation as the licensed tools. Some examples are MediaWiki, OpenOffice Writer, and Wink.

    Note: If your documentation tool is uncommon, then your technical writer may require some training to learn using it.

  • Most likely you’ll hire only one technical writer, given budgetary constraints. In this case, you need an experienced candidate who can take end-to-end responsibility of any documentation project. A technical writer, who has two to four years of experience working in minimum two full project lifecycles, fits the bill. Also, that technical writer should either have expertise in the documentation tool you chose, or should be able to quickly learn using the tool.

    Tip: You can take in entry-level technical writers as trainees in return of stipend and/or experience certificates, depending on the volume of documentation required. These trainees can work in supervision of the experienced technical writer you hire. Contact the technical writing institutes in your city that are looking for “live projects” for their students.

  • After determining documentation type, tools, number of technical writers to hire, and their experience level; write a job description based on the information. The job description must clearly define the requirement (domain knowledge, skills, experience level), what responsibilities a hired candidate will have in your organization, any training you will to provide after hiring.

    A well-written job description is crucial in gaining a potential candidate’s attention and confidence.

  • Share the job description over social network sites LinkedIn, Twitter, Facebook etc. to attract potential candidates. Also, proactively search for the technical writers, whose profiles match the job description, and invite them for the selection process. This will significantly cut down the time you’ll otherwise spend sifting through CVs provided by placement consultancies. LinkedIn groups and Twitter public lists of technical writers are great places to go looking for candidates and checking out their profiles. You may want to focus on city-specific groups like “Technical Writers in Pune, India”, if you need to recruit only the local candidates for speedier on-boarding.

    Note: Set the candidate’s expectations right at the beginning. Tell them that your organization is a start-up. Brief them about your product/service, the documentation tools you’ll provide, whether they’ll get to lead small teams (of trainees), and what they’ll learn if they work with you. This way you’ll be able to exclude any candidates who are not comfortable working in such an environment.

    Tip: Consider hiring women technical writers with requisite experience, who are returning to work after a gap. They can bring in the documentation expertise at a lower cost, in return of flexi-time or part-time arrangements. They are also less likely to job-hop. Find listings of women technical writers seeking flexi-time jobs here: http://www.fleximoms.in, http://www.littlewins.in.

  • Organize on-campus tests for short-listed candidates. In the tests, ask the candidates to write on a topic relevant to your product/service using the documentation tools you specify, within a stipulated time (usually 2-3 hours, depending on complexity of the topic). Check the resultant writings for grammatical correctness, structure, and succinctness.

  • Editing skills are crucial in technical writing. An experienced technical writer is able to edit own documents and those prepared by others. The on-campus test can include one or more editing assignments. Alternatively, you may invite only the candidates with good performance in writing test for the editing tests. Here are some editing tests for your reference:

    You can search for more editing tests online.

  • Your technical writer must have basic understanding of copyright and intellectual property laws. To test this, allow the candidates online research during the writing assignment, and check whether they copy content verbatim from other websites.

  • Being a start-up, you may not have a documentation style guide or documentation template in place. If so, during the interview check whether candidate has knowledge of industry standards of documentation style, such as Microsoft® Manual of Style for Technical Publications and The Chicago Manual of Style.

    An experienced technical writer should be able to prepare a documentation template with professional look and feel from-the-scratch. You may give test assignments to candidates to check these two points. You can find few examples of documentation templates for your reference here.

    Note: If you plan to use any readymade templates bundled with your documentation tool, are using Wiki, or have plain-text documentation (such as release notes, Readme files), then you can leave out the test for document template.

  • After hiring, ensure that your technical writer saves all her work in a centralized repository with version control system. For documentation in huge volumes, use a content management system. Almost all documentation tools support integration with such systems, making the technical writer’s job easier. The benefits of such arrangement are twofold. Documentation versioning is useful for keeping track of updates for multiple releases. Also, if the technical writer decides to leave your organization at any point of time, you’ll have access to work they finished with the update history. This will help another technical writer to start where they left off.

These points sum up the major considerations you need to make while hiring a technical writer. If you have any more questions about technical writing or hiring technical writers, you can reach me at mugdha at techatom dot in.

About the Author – Mugdha Vairagade

Mugdha is a senior technical writer with over 9 years of experience and software development background. She has authored numerous well-appreciated articles and white papers on IT-related topics.

Mugdha presently works with a Telecom product development company based in Pune, India. There she documents Ordering and CRM products.

For more details, see Mugdha’s website and her LinkedIn profile.

Overview of mobile products/services startup Omni-Bridge – makers of Pune’s TraffiCop system

If you’ve been paying attention, you no doubt have seen the newspaper articles about the fact that Pune Traffic Police have been using BlackBerrys to instantly look up information about traffic offenders via the internet. This project has been done by a small Pune startup called Omni-Bridge, and a few months back, PuneTech caught up with founders Amit Shitole and Pritam Hasabnis and found that they have a story that many other tech startups will find interesting.

Like many other tech startups in Pune, Omni-Bridge is a startup that wants to really have their own products, but since that takes a lot of time and investment, they started off doing services in their area of expertise, and slowly started using the revenues from services to fund their product business. Their core expertise is in building mobile apps (mainly BlackBerry, and Symbian, but now branching into Android and iPhone too) for their customers (which are other product companies). They are now building their own mobile apps to market and sell using AppStores/marketplaces.

About Trafficop

This is a product developed by Omni-Bridge Systems which essentially involves digitization of vehicle & license holder’s data, traffic police records and putting them on a server so that it’s accessible from internet, and then building a BlackBerry app that can access the server from anywhere. The idea is that each officer will carry a BlackBerry with him/her and when booking someone for a traffic violation uses the BlackBerry it to instantly look up the records to see if the offender has committed any traffic violations in the past.

Usually, when I see newspaper reports that giddily announce the use of some fancy technology by some government body in India, I am very sceptical. My general impression is that these are usually projects that somebody is using to get visibility or to appear cool, but when you really check, you’ll find that nobody is really using the system.

Due to this scepticism, I approached a few traffic constables and officers (at different times and places) and asked them about Trafficop system. I was surprised (and happy) to find out that:

  • The system is actually being used on a day-to-day basis,
  • The rank-and-file are actually happy with the system, and even impressed with it,
  • The system has been useful in actually catching criminals – once constable told me about how a routine traffic violation stop resulted in them finding out that the vehicle was wanted in connection with a robbery from a few years ago.

Everything hasn’t gone according to plan. Not enough BlackBerrys were procured to give one to every officer, but that hasn’t stopped them from using the system. Those who don’t have BlackBerrys still go and enter all the information into the system at the end of the day when they get to the office.

How to approach a government body as a customer

I asked Omni-Bridge whether it was easy or difficult to deal with the traffic police department, and how did they even approach them. There I found another interesting story that would be instructive to Pune Start-ups.

Omni-Bridge did not approach the Traffic Police directly. Instead they first went to the Science and Technology Park (STP). STP is a central government body, housed in University of Pune, whose mission is to help out science and technology start-ups that can help India in some way. (We will write a more detailed article about STP, hopefully sometime soon.)

So, STP helped Omni-Bridge approach Pune Traffic Police. And one of the advantages of working with STP is that since STP is a government body, other government bodies trust it more than if a start-up were to directly approach them. In this respect, Omni-Bridge found their relationship with STP very helpful.

As for actually working with the traffic police department, they found that the officials there were quite helpful, and worked with them to define and fine-tune the product. Specifically, they found, DCP Manoj Patil and PI Surendranath Deshmukh to be knowledgeable and enthusiastic about the whole process.

I think the takeaway message for Pune start-ups is that they shouldn’t shy away from considering government bodies as customers, and they should approach the STP for help.

Right now Trafficop is being used in Pune, and a subset of their software is being used in Bangalore. After the success of the Pune program, Omni-Bridge hopes to be able to convince a bunch of other cities to go for it.

About balancing services and products

Many start-ups have the idea of using services to bootstrap their product businesses, and I have not seen too many successful examples of that model. Persistent, which did have hopes of doing this has not managed to pull this off so far. GSLab, after 5 years of doing services, is now in the market with their own product kPoint – whether they’ll succeed remains to be seen. The biggest success in ootstrapping a product company through a services company in Pune is one that most Punekars don’t really know about – Kenati. Kenati was founded as a network software services company about 10 years ago and after 2/3 years of doing that they switched over to their own products (in the home networking space). Kenati was acquired by 2Wire a couple of years back.

So, coming back to the point, I wondered how has Omni-Bridge’s experience been in this regard? Last year Omni-Bridge reached a stage where their services business could fund their own products, and they do have a few products (mobile apps) in addition to Trafficop. I asked MD Amit Shitole what advice he would give to other start-ups who are planning on doing this and he said that his biggest learning was that the most important aspect that needs to be managed is the cash-flow. The founders need to sit and very carefully figure out how much cash is needed on a month-to-month basis to keep the product business running, and then to figure out where that money is going to come from – on a regular, sustainable basis. The product business cannot really be put on a “pause” once it is started, and becomes a permanent cash-flow sink, so this calculation needs to be tackled upfront.

Co-founders Amit Shitole and Pritam Hasabnis, have indicated that they would be happy to provide guidance to early-stage first-time entrepreneurs who find themselves in a situation similar to what Omni-Bridge was in. You can get in touch with them via their website.

YourNextLeap.com predicts your chances of getting into a US university for MS/PhD

NextLeap is a new startup, targeting students who are interested in going abroad for higher studies. At the core is an algorithm that has analyzed past admissions data from US universities for Indian students and has come up with a mathematical model which aims to predict the chances of success for any particular student who is applying to a given university. Around this IP, NextLeap has started operations with the following offerings:

University Suggestor:  A student needs to key in their academic information, along with their GRE scores, research & work experience, and any specific field of study they are interested in. The engine then compares their information with their database and generates a list of Universities a student is most likely to get into.

University Predictor: Is similar to the university suggestor, except that the student also indicates a University that s/he is interested in, and the predictor gives the students chances of successfully getting accepted.

For example, if a student has a GRE score of 1350 on 1600, 65% score in engineering and he is from Pune Institute of Computer Technology (PICT) and aspires to apply to Ohio State University – the University Predictor will run mathematical models to check if Ohio State accepts people with GRE score of around 1350, academics at 65% and PICT’s historic admission accepts-rejects to Ohio State. Combination of all this, the Predictor will rate Ohio State as a Safe (easier to get in), moderate (harder to get in) and Ambitious (challenge to get in) for the student.

There is also a Question & Answer area where prospective students can ask any questions related to this domain, and these are answered either by NextLeap, or other users of the site, including students who are currently studying in the US, and industry people.

Finally, there's a NextLeap Blog that aims to give students general information that they might find interesting.

All the above services are free. However, they do have a "paid" version of the service where they also arrange for a one time review of the Statement of Purpose and a phone conversation with students in the USA enabling aspiring applicants to speak with current students directly.

NextLeap claims to be different from other players in this area because:

  • They are not affiliated with any US university; and hence do not have any vested in interest in "pushing" one or more universities over other. In other words, their recommendations are impartial
  • They believe it is the first time in India that an online engine with mathematical models and machine learning techniques has been enabled for students to do University short-listing.

The service is currently available only for CS and E&TC students of Bombay and Pune universities. Other fields and locations will be added next year.

The founders of NextLeap wish to remain in stealth mode for a little while longer, but they are ex-Punekars, specifically ex-COEP graduates who have gone on to study in Stanford and MIT (the one in Boston). Pratik Munot, a ex-PICT student, and India Manager of NextLeap is based in Pune.

Being featured here because of both, the strong Pune connections, and because the service is likely to be of interest to PuneTech readers who are planning on applying for higher studies in the US this year.

If you use the service, please leave your feedback in the comments section below for the benefit of other readers.

Free Web Development Training for Freshers from Ozran Academy Pune

(This information is mostly taken from the website of Ozran Academy. Although we at PuneTech don’t really know anybody at Ozran personally, but the courses look interesting enough, and it appears that they could be useful to many freshers, and best of all it’s free. We’re publishing this information in the hope that students find it useful.)

Orzan Academy Logo
Ozran Academy is a web development company that is offering five courses to freshers in IT/Arts/Maths for free. Click on the logo to see their website.

Ozran is a small Dutch company that has a development center in Pune. They are providing five free courses targeted towards freshers in IT, Arts or Maths, with the intention of developing skills that industry is interested in and identifying talented individuals. Each course consists of 6 evening classes (2-1/2 hours each) and one exam on a Saturday afternoon. The whole thing is free, and a certificate is given to each participant who attends all classes, and passes the exam. Talented participants who demonstrate the ability to quickly learn and apply the concepts taught in the Ozran Academy courses may be offered a paid traineeship or job.

The five courses being offered this year are:

  • For HTML coders – Advanced HTML/CSS techniques and concepts, includes a primer in HTML5
  • For Programmers – Adobe ColdFusion for rapid construction of dynamic web applications
  • For Artists and Graphic Designers – Web Design European style
  • For Number Crunchers and Marketing Geniuses – Optimizing website conversion with marketing and analytics
  • For Artistic Programmers and Programming Designers – Replacing Flash with the jQuery JavaScript library

There are different cut-off dates for applications, and for the start of the actual course, and unfortunately, we believe one of the courses is already over. But check the Ozran Academy Page for full details of the courses.

Pune-based Innovize Tech Launches Productivity Measurement Software

Last week, Pune-based product startup Innovize Tech announced that it has received funding of $350k from the Indian Angel Network. (Note: Indian Angel Network had also invested in another Pune-based startup Druva.)

Innovize Tech Logo
InnovizeTech is a Pune-based startup that builds employee productivity measurement software. Click on the logo to go to Innovize Tech's website.

Innovize Tech has built a software product, called Sapience, that helps companies measure the exact amount of time spent by employees in various work related activities.

LiveMint has a nice article explaining the Sapience product:

For example, an investment banker working on a deal will use several applications, such as MS Excel to do financial analysis and modelling of companies, and MS PowerPoint and various in-house databases to obtain information and do analysis.

Sapience will be customized to register these applications as work applications, and will calculate how much time the banker spent on them at the end of the day.

This would help his managers know how many hours the investment banker actually spent working, out of the time he was in office. They can also find out if the banker was spending too much time on some aspects of the work.

The article further points out that:

The software can be installed at company data centres. Smaller firms without a data centre can operate it from a so-called cloud server managed by InnovizeTech.

Its target consumers are software firms, banks, insurance firms and other firms whose employees use computers to deliver their output.

The key USP of Sapience is that it is a highly automated method of accounting for time spent by employees on different software packages (and hence different activities). While information can be manually fed, Sapience has an API that encouranges programmatic sourcing of this information. Further, nit uses learning and rules based intelligence, to increasingly automate this activity. Further, it can handle various difficult cases, like different employees sharing the same PC, or the same employee using different machines, or an employee logging in remotely to a server. They have applied for a global patent on their technology.

It then aggregates the per-employee information at team, project, and other company levels and locations. The product’s analytics and trend engine then provides insightful information that helps senior management to enhance overall business efficiency, and individual and teams to improve their own productivity.

Sapience is priced on per-user basis. The per-user permanent license fee is equivalent to a few hours of average per-employee cost to company. They point out, on their website that they demonstrate savings of several hours of productivity within the first 30 days of deployment. Therefore, Return on Investment (ROI) period is typically one month.

Innovize tech was started last year by Swati Deodhar, Shirish Deodhar, Hemant Joshi and Madhukar Bhatia. The Pune startup community will remember that Shirish, Hemant and Madhukar were also the people behind nFactorial software, the Startup Mentoring company. nFactorial has not been accepting any new mentorship engagements for a while now, and the founders are now primarily focusing on Innovize Tech. For more details on the executive team of Innovize Tech is on their About Us page.