Good Afternoon ladies and Gentlemen!
I am
greatful to MSRIM, especially Dr.Muralidharan and Prof.Jayashree for having me
here today. It gives me the opportunity to catch up with many old friends.
When I saw the topic given to me,
Business models, Technology & Marketing, my first thought was that
Dr.Muralidharan made a list of subjects to be covered and after assigning the
topics, put all the left over topics into one and gave that to me.
That is not at all true. The two very
important components of business model are technology and marketing, apart from
the financials which is what everyone talks about with regard to start ups.
Let
me by telling you three stories. All true stories.
Story-1
J.C.Fargo
who was the president of American Express was on European holiday in 1892.He
had a very difficult time converting the letters of credit that he carried into
cash. He went back to the US thinking that if the president of American Express
was having this trouble, what about the common traveler. American express then
created the travelers cheques.
In the year 2000, American express issued
cheques worth USD 24.6 Million. In recent years the debit card/Credit card and
multi currency cards have replaced these cheques and business has dispersed to
many commercial banks thanks to Visa & Master card.
Story – 2
How
many of you have heard of Vayloo technologies. This is a Bangalore based start
up that belongs to Piyush Bansal. Recently Lenskart received another 130 crores
rupees investment and their annual turnover has reached 100crores.
The story I want to tell you is not
about Lenskart. Vayloo technologies had conceptualized and started Bagskart ,
Watchkart and Jewelskart also. However no one has heard of them and Vayloo has
shut down there three businesses.
There are many startup’s that fail for
a range of reasons. Today most of the ‘food delivery’ sites are closing down
because they did not visualize that they have very little control on the
restaurant or housewife who is cooking to supply.
(Dazo/Tiny
owl, Zomato.)
Story – 3
Chandubhai
Virani was selling potato chips near a cinema theatre in Rajkot Gujarat and
also working in the Theatre Canteen. He started with one frying pan. Balaji wafers today, has 65% market share in 5
states where it is sold and is a 1000 crore company.
Chandubhai had earlier failed in two
businesses in one his suppliers sold him fake fertilizers and in another he
could not run a college canteen successfully.
Business
models are very much about stories, stories
about how enterprises work. Joan Magretta as far back as 2002 in a HBR
article says “A good business model
begins with an insight into human motivations and ends in a rich stream of
profits.”
We
have all learnt about identifying customer wants/needs and making a profit by
satisfying them.A business model helps us to focus attention on how the various
elements of the system fit into a working whole.
There
are many business models classified as pipe and platform business models. The
essential thing to remember is that we need to have clarity on how the business
will actually make money.
Technology
enables new products & services .
Technology
is a choice in a start up and in a business model.
What
level and type of technology to use to solve the problem?
Whether
you want hand held order taker in your restaurant or just a writing pad is a
choice. Using WhatApp to chat with your friend when the lecture is going on is
good use of technology, using it to chat with a roommate within the
hostel room is unnecessary and wasteful use of technology.
In a
start-up converting a technological innovation into a profitable product is a critical
area. When Xerox launched its copier it was very expensive compared to the
earlier wet copiers. To make economic value of this technology innovation,
Xerox introduced a new business model, they leased the equipment which calls
for very low down payment. This led to the success – 41% compounded annual
growth (CAG) FOR 12yrs.
Like travellers cheques gave way to credit & debit cards, newer technology
replacing the old is an everyday occurrence. Kodak is classic example of being
washed away due to technological advancements and not accepting new realities
quickly. Keeping track and adapting new technologies to offer value to
customers is another important area. I love the Indian railway for launching
internet booking long ago and it now sells 2 lakh tickets each day providing a
great value preposition.
Technology
and marketing are very much interconnected. Just a few years ago the buzz word
was ‘technology marketing’ which relates to selling hi technology products and
services. The book ‘Crossing the Chasm’ by Geoffrey Moore was very popular.
Today the buzz word is ‘marketing technology‘which is about technology tools
available for marketing especially digital marketing.
Marketing
is required to give life to technology innovations
While the essential philosophy of
marketing is still very relevant, there are three major changes in the world.
First is the speed . Everything is much faster, so responsiveness needs to be
instantaneous. Second, with the world becoming smaller, the need for marketing
professionals to understand many cultures and tailor marketing programs to
culture is increasingly important. Third, is the digital transformation that is
happening all around us. Everything is now becoming digital.
I am
sure many of the students have been exposed to the business model canvas. Many
of the components need a good understanding of marketing concepts. Customer
segments, value preposition, customer relationships, and channels are the core
of every business model.
Differentiation
and positioning are becoming a challenge. Marketing needs a lot of pertinent
creativity to understand customers and put out something that offers
significant value to them and bring home a profit.
The
sense I am getting is that behind every successful business, apart from a
lovely lady, there are many failures. Business graduates must build the
confidence to fail.
In
my Opinion, Technology management especially using technology as a component of
a business model, and how technology can add economic value that is useful to
customers, marketing to the bottom of the pyramid and the stories of business
models should be part of the curriculum of business schools.
Thank
you
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