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What do you do now? So we run a startup. We primarily started by helping people consolidate their medical history get all the medical reports on one place and then get insights and intelligence out of those medical reports. What I mean by that is most of the PHRs are used to storing medical records in the form of PDFs and jpegs. We go one step further and digitize all that. Convert The pieces of information in those records to data and then connecting back to the earlier quote that I mentioned. Our key value proposition is in the analytics engine that we're building. The analytics engine basically looks at all that information of individuals and gives insights and recommendations for an individual to stay healthy, right? So we're basically running a wellness and personal health analytics platform, right? We started as a b2c company over time. I mean we converted about six to nine months back into a pure B2B company because that was one segment where we saw we were actually solving an existing problem, right? Corporates have a lot of initiatives going on in the employee wellness space and we saw our platform solving a real need for them. So currently we are basically into B2B and Wellness Analytics So we help corporates manage their employee Wellness initiatives. They're also kind of get get insights from their own healthcare data, right? And kind of keeping their employee population healthy and then over time reduce their healthcare costs. Yeah, there's some companies already doing that? So there are a couple of companies doing it in the West. In the US In India? So in India, you know, obviously so we believe that we are in a unique spot, but we're not completely unique, right? If we are doing kind of four or five things which kind of closes this loop, right? Consolidation of medical reports, analytics, connecting people to a marketplace. There are different startups doing, you know, each of these pieces individually. Okay, the way we work we picked up these kind of pieces that we would like to solve right and put them all together so that we provide a complete solution. So there are different startups doing you know, individual pieces. We're kind of unique in putting everything together on one platform. Okay. Well, the reason I'm asking is I did speak to a few people who were in B2B Employee Wellness management and someone who moved on from there finding that it's not very profitable, but he said but anyway, Anyway, so if someone logs onto your platform, like let's say a GP or a doctor or dentist and if he if he is looking to find the information of a patient. Can he find all his history so far? What he was diagnosed with and what tablets he was prescribed and stuff like that... Okay, you know great question. So, you know, the platform is primarily built for the consumer, right? For individuals like you and me. Yeah and not necessarily primarily for a GP Okay? Right. So that's that's one thing where we differentiate ourselves. Most of the platforms out there are built for the provider, that is the the hospital or the clinic or the doctor. We are primarily built for the consumer to take control of you know one's own health records if the consumers who chooses right? He or she can actually share their medical history or medical account with a GP, with a physician, right? So the physician then gets access to a specific record, right? Of course and then to your question, if the physician logs in they are able to you know, they kind of get an OTP, a one-time password, which is valid for 48 hours and they get access to the entire medical history of that particular patient and they get a feature to enter their doctor comments. Who puts in the information? The individual. The consumer, someone like you or me? Correct. So there is no manual input. The only input that our user does is take a picture of their records, their medical report and upload it. Right? Okay, you just upload their picture of medical report and then at the backend, the platform is converting all of that to data. Okay, so tell us what are some of the challenges you faced in this line of work? Sure, you know, like I said, we started as a b2c platform right? Originally. Then you know, the b2c platform today There are a lot of good, lot of startups, first of all, who are getting into the Digital Health space, especially in the last six to nine months. We started out towards the end of 2014, you know, there's a lot of lot of startups, right? Healthcare in India is kind of like I said, it is a no-brainer, right? Lot of at the same time a lot of people wanted to solve the problem. There are just too many startups in that space. We did see there's a lot of noise, right? So getting our message across, you know, there was a lot of the message was getting muddled up, right? So that was the main challenge. So we basically saw there was a huge problem that we were able to solve on the B2B space and we also scored, you know, some large large corporate clients. That kind of got us thinking right. So we had clients willing to pay and we have them in kind of in a multi-year contracts that kind of made us pivot. Right? So the first challenge was what made us pivot from B2C to B2B. and #2, the bigger challenge is you know, we are talking about, you know, we are no more at concept stage, you know, we launched the platform 12 months back, but we are still at you know, it's a new idea right for individuals, you know. Kind of using an online platform to completely manage our health is still is still a new idea in you know, not just in India, but across right world over. So, you know, our challenge is to keep communicating our value across and kind of bring the consumer over right are our biggest challenge is kind of convincing the user to conduct their Healthcare Journey on our platform. Right and we've had this recent success. So we have close to about you know 2 and a half lakh users which we built over the last 18 months, which is you know, I think we you know done decently okay if we've been able to bring those people on board, but yeah, you know India is a big country, right? So we want to keep working on that journey and kind of you know, keep getting better at it. So those are the primary two challenges, but at the same time we learnt so much from those two that we are definitely much better for the you know for the course. Yeah, but how did you get this 2.5 lakh users? Okay, so we do see obviously it is primarily around digital marketing strategy. It is around social media, right? But social media, you know, we are we still appreciate easy, right? We're not flush with funds. So you do have to be kind of smart with your funds if you really want to use social media. So we try to use a lot of stuff which can make content go viral, right? We used LinkedIn, we used Facebook to kind of get our message across. But more than that, we've done a lot of individual campaigns, right? We've done individual customer acquisition campaigns. We've done campaigns which is around student health right? People who are in that age group, right? People who are still students, 18 plus or people who just got out got into their early careers. We've done some, you know, gamification campaigns just to acquire those customers and keep getting them to come back to the platform. So that campaign, the gamification campaign was pretty successful. Close to about 20% of our acquisition happened through that and then that population is pretty viral as well. Like if you give them a good product what we realized is acquire them with this interesting Campaign, which kind of incentivizes it for them, But if you give a good product which the stuff that I spoke about right they help you make it viral so we have at least one in five of our users bringing in new users. Okay, all the experience before that kind of had mixed results, right? We've done a lot of out-of-home, We've done a lot of media, but these are you know, these are not very specific right and the same time it's not it's kind of cost prohibitive, right? You really cannot measure ROI also out of these campaigns. Okay, tell us some things which didn't work. You know, so PR, right PR or media is kind of over emphasized earlier, right? Especially when you're in early stage, you know, early stage startup. PR works to a certain level. So it worked very early to kind of get our word out. It kind of people got curious about what the brand is but what really worked for us is, you know, the stuff that I spoke about right, you know, smart customer acquisition followed by you know, the good product experience for them. So our media, PR, out of home didn't exactly work and #2 you know, social media in our initial frenzy we did invest a lot of you know, you know our budget or or you know money that I turned out that we had raised in social media campaigns again, it's you can be very smart with your targeting but even if being all that all those smarts doesn't necessarily get you users who are going to be ultimately effective users right? You want users to be using the product to come back and use the product, right? So for you to nail that kind of demographic down, we did end up burning a lot of our budget, right? So then you know, we are again, like I said, so we are smarter for the course because of all those experiences right? Tell us how do you make money? How do you monetize the platform? So the multiple platform side so the b2c platform is completely free on care. Right. Anybody, you, me, family members, anybody can come on create an account and you know store all our all our medical reports. So we have some of our users who come in and store their last 20 years of data for free where we make money as you know, some of the personal health analytics that we do we can do multiple types of analytics create personal health dashboards, that is one and two, based on those analytics if a user wants to plug into our marketplace, right? So on or Marketplace, we have different types of services - diagnostic health checks, Home Health Care Services, doctor appointments etc. So if a user wants to access those Services, right there is a charge to it, right? So that's where we monetize. So yeah short answer to your question. Okay. Okay. That is good. So so you have two other co-founders as well in the business. I have one other. One other. Okay. Yes. Yes. So Kiran basically is the founder, you know, Karen basically got the train off the you know off the station and I joined Kieran about three to four months into the into the journey, right? Okay, Kiran again similar background, engineer from here, business school at Duke and then worked in the in the Telecom space in the US Right so brings a lot of background from the consumer space and that's the way we've built our function areas, our functional area responsibilities as well. Okay. It was my mistake. Sorry. I thought that Shrikant was a co-founder as well. How did you meet Kiran? I mean, how did you bump into him? Do you know him before or...? No, so we we kind of connected on any in on entrepreneur groups places, you know stuff like angel angel list and such and we were moonlighting for almost 3-4 months, you know, I was I was kind of wanting to do something very similar in the health record space and that's how we got in touch and then you know, this was this was a decision that we wanted to take, that I wanted to take very carefully right? I mean your founder Your co-founder is kind of key to not just the success of the idea, But you're being comfortable creating a new business. So we were Moonlighting for almost four months before, you know, I decided to jump right in and kind of join the journey because couple of things right we were similar similar backgrounds but more than that the motivation for you know, what we were trying to get out of this business right of this idea was kind of more and more overlapping right and that's when you kind kind of, you know kind of identify that okay, sure. I mean, let's let's... This is what we want to do. Okay, how big is your team now? We're about 25 people, 25. Wow. That's great & you're based in Hyderabad right? We're based in Hyderabad, But we also have you know BD staff in Bangalore and Bombay. Sales guys. That is good. Good. Good good. So let's talk about B2B just so you have some customers or corporate customers who you do the employee Wellness management? That's right. How do you get corporate customers? I mean, it's a tricky place to be. True,true, actually. You know, very interesting question. So you remember when I said, you know, some of our experiments didn't work in terms of the customer Acquisitions, right? So we were doing those experiments primarily around b2c. Right getting the word out, a bunch of stuff. I mean we did even hoardings right in Hyderabad. B2C though the returns were patchy, funnily enough, they got noticed by lot of the senior people in large corporates right in Hyderabad. These were you know, heads of HR or you know senior hrms HR managers in these corporate organizations, and that's that's where we got our first few leads, right? And these were some of our most enduring customers, right? They they joined about15 months back and they've been our customers right They've renewed our annual contracts as well. So that is that is kind of got us thinking actually about for 15 months back that Okay. So this is the segment where we were, you know, actually solving a problem and that's kind of that's how we got into so once we got into that we kept learning from our customers, right, you know, your biggest learnings come from those customers. So we spent a lot of time with those customers trying to understand what are the problems that we were able to solve for them. Right? And once we got that and then did we did a few hacks right? There are a lot of databases where you can get contacts of, you know hrms. HR managers across India. There are forums Right For Occupational Health. There are forums for corporate Wellness where we kind of ended up right? We showed up at those places, showed up our faces. We were able to you know build relationships with lot of people where even if they were not able to give us business, right? They would advice us for free right? They were still willing to spend time with us and kind of say you know what, this is bullshit, this doesn't work, but this is great. Right if you kind of pursue this and you know grateful enough, I mean they were also willing to share contacts, right? So that is how we actually ended up building our funnel and once once you're able to build a build a funnel to a certain stage, right? I mean so we'd never had BD outside of Hyderabad right? Once the funnel got to a certain stage. We were starting to get reach out to customers outside of Hyderabad that is when we decided that was it was, you know time for us to invest in so, you know head count outside of said of whether that's how we got into Bangalore and Bombay because these are the places where the largest corporations are based, right and the maturity the understanding of corporate Wellness is pretty good in these locations. So that's how we got out there as well. Awesome. Do you have some customers in Bangalore and Bambina? Yes. So these are customers who are headquartered out of those locations. But yeah, their operations would be across India. So they will give us the project right and we would manage operations across India. Okay. Awesome. You did mention about some advice you get from your customers. Let me ask you this. What is the best advice you personally received in your business life so far? There's been a ton of that. But sure so, I mean the best advice at least, you know, at least from from our success is you know, we were primarily built as a b2c platform, right? And we you know, we were you know hellbent and or obsessive about design, making it, you know simple and you know, we would not ship the product or release it till it was Perfect. Hundred out of a hundred. One of the key key insights that we got I mean, I think this is from one of the senior HR managers who's kind of getting frustrated that you know, we had given a date but we were pushing it because you know, we were not we were not happy with what it was looking like what the product was looking like what the corporate Health dashboard was looking like so she basically said, you know what why don't you just give me a login and let me at least take a look. She came in and she saw What we had on our staging and she said wow; and so You know, she said this is awesome, but we were like but you know this we had a lot more other stuff... She just said guys, I think this you're kind of killing yourself, right? I like this product. Just get it out. Right? I don't know what you are actually wanting to be but this is awesome. This is kind of maybe 2 or 3 x of what we were expecting that kind of opened us up to, you know, kind of get the customer also into our you know the product development Journey also. So this is about six months back, from that time we made it more involved for even the customer to kind of be part of the process. So we were losing time. So now we don't get too obsessive kind of try to get a quick check from the customer. I think we save a few weeks, right? We save almost three to four weeks in kind of in a release dates that makes a big difference right when you're able to kind of pleasantly surprise the customer in terms of the release dates, they're always happy. Right so I would say that is the biggest biggest biggest learning, I would say. Yeah, that's a long-winded answer, but yes. Great.