Have Breakfast… or…Be Breakfast

Copy Paste from the mail!!!! An interesting management article from Dr.YLR Moorthi.


Have Breakfast… or…Be Breakfast!


Who sells the largest number of cameras in India?


Your guess is likely to be Sony, Canon or Nikon. Answer is none of the
above. The winner is Nokia whose main line of business in India is not
cameras but cell phones.


Reason being cameras bundled with cellphones are outselling stand alone
cameras. Now, what prevents the cellphone from replacing the camera
outright? Nothing at all. One can only hope the Sony’s and Canons are
taking note.


Try this. Who is the biggest in music business in India? You think it is
HMV Sa-Re-Ga-Ma? Sorry. The answer is Airtel. By selling caller tunes (that
play for 30 seconds) Airtel makes more than what music companies make by
selling music albums (that run for hours).


Incidentally Airtel is not in music business. It is the mobile service
provider with the largest subscriber base in India. That sort of competitor
is difficult to detect, even more difficult to beat (by the time you have
identified him he has already gone past you). But if you imagine that Nokia
and Bharti (Airtel's parent) are breathing easy you can't be farther from
truth.


Nokia confessed that they all but missed the Smartphone bus. They admit
that Apple's I phone and Google's Android can make life difficult in
future. But you never thought Google was a mobile company, did you? If
these illustrations mean anything, there is a bigger game unfolding. It is
not so much about mobile or music or camera or emails?


The "Mahabharata" (the great Indian epic battle) is about "what is
tomorrow's personal digital device"? Will it be a souped up mobile or a
palmtop with a telephone? All these are little wars that add up to that big
battle. Hiding behind all these wars is a gem of a question – "who is my
competitor?"


Once in a while, to intrigue my students I toss a question at them. It says
"What Apple did to Sony, Sony did to Kodak, explain?" The smart ones get
the answer almost immediately. Sony defined its market as audio (music from
the walkman). They never expected an IT company like Apple to encroach into
their audio domain. Come to think of it, is it really surprising? Apple as
a computer maker has both audio and video capabilities. So what made Sony
think he won't compete on pure audio? "Elementary Watson". So also Kodak
defined its business as film cameras, Sony defines its businesses as
"digital."


In digital camera the two markets perfectly meshed. Kodak was torn between
going digital and sacrificing money on camera film or staying with films
and getting left behind in digital technology. Left undecided it lost in
both. It had to. It did not ask the question "who is my competitor for
tomorrow?" The same was true for IBM whose mainframe revenue prevented it
from seeing the PC. The same was true of Bill Gates who declared "internet
is a fad!" and then turned around to bundle the browser with windows to
bury Netscape. The point is not who is today's competitor. Today's
competitor is obvious. Tomorrow's is not.


In 2008, who was the toughest competitor to British Airways in India?
Singapore airlines? Better still, Indian airlines? Maybe, but there are
better answers. There are competitors that can hurt all these airlines and
others not mentioned. The answer is videoconferencing and telepresence
services of HP and Cisco. Travel dropped due to recession. Senior IT
executives in India and abroad were compelled by their head quarters to use
videoconferencing to shrink travel budget. So much so, that the mad
scramble for American visas from Indian techies was nowhere in sight in
2008. (India has a quota of something like 65,000 visas to the U.S. They
were going a-begging. Blame it on recession!). So far so good. But to think
that the airlines will be back in business post recession is something I
would not bet on. In short term yes. In long term a resounding no.
Remember, if there is one place where Newton's law of gravity is applicable
besides physics it is in electronic hardware. Between 1977 and 1991 the
prices of the now dead VCR (parent of Blue-Ray disc player) crashed to
one-third of its original level in India. PC's price dropped from hundreds
of thousands of rupees to tens of thousands. If this trend repeats then
telepresence prices will also crash. Imagine the fate of airlines then. As
it is not many are making money. Then it will surely be RIP!


India has two passions. Films and cricket. The two markets were distinctly
different. So were the icons. The cricket gods were Sachin and Sehwag. The
filmi gods were the Khans (Aamir Khan, Shah Rukh Khan and the other Khans
who followed suit). That was, when cricket was fundamentally test cricket
or at best 50 over cricket. Then came IPL and the two markets collapsed
into one. IPL brought cricket down to 20 overs. Suddenly an IPL match was
reduced to the length of a 3 hour movie. Cricket became film's competitor.
On the eve of IPL matches movie halls ran empty. Desperate multiplex owners
requisitioned the rights for screening IPL matches at movie halls to hang
on to the audience. If IPL were to become the mainstay of cricket, as it is
likely to be, films have to sequence their releases so as not clash with
IPL matches. As far as the audience is concerned both are what in India are
called 3 hour "tamasha" (entertainment). Cricket season might push films
out of the market.


Look at the products that vanished from India in the last 20 years. When
did you last see a black and white movie? When did you last use a fountain
pen? When did you last type on a typewriter? The answer for all the above
is "I don't remember!" For some time there was a mild substitute for the
typewriter called electronic typewriter that had limited memory. Then came
the computer and mowed them all. Today most technologically challenged guys
like me use the computer as an upgraded typewriter. Typewriters per se are
nowhere to be seen.


One last illustration. 20 years back what were Indians using to wake them
up in the morning? The answer is "alarm clock." The alarm clock was a
monster made of mechanical springs. It had to be physically keyed every day
to keep it running. It made so much noise by way of alarm, that it woke you
up and the rest of the colony. Then came quartz clocks which were sleeker.
They were much more gentle though still quaintly called "alarms." What do
we use today for waking up in the morning? Cellphone! An entire industry of
clocks disappeared without warning thanks to cell phones. Big watch
companies like Titan were the losers. You never know in which bush your
competitor is hiding!


On a lighter vein, who are the competitors for authors? Joke spewing
machines? (Steve Wozniak, the co-founder of Apple, himself a Pole, tagged a
Polish joke telling machine to a telephone much to the mirth of Silicon
Valley). Or will the competition be story telling robots? Future is scary!
The boss of an IT company once said something interesting about the animal
called competition. He said "Have breakfast …or…. be breakfast"! That sums
it up rather neatly.


—Dr. Y. L. R. Moorthi is a professor at the Indian Institute of Management
Bangalore. He is an M.Tech from Indian Institute of Technology, Madras and
a post graduate in management from IIM, Bangalore.

Start Up Plan - Time your actions

As I mentioned in my previous post on start up that things start getting infinitely postponed once the unknown director is missing. So the first important thing in a start up is Start Up Plan. The Start Up plan requires setting up a Goal. As I have mentioned in my Entrepreneurship Basics post. Then the goal needs to be broken up into Long term, mid term and short term goals. Each short term goal has some characteristics. Find out more about them here. Having done this, now you need to map your goal to the actions. These actions will in turn be bound by plans. Now the factors that you should keep in mind for planning:
1. Your own capabilities. Do not over or underestimate yourself. Try keeping those tasks first in which you have some experience. Don’t hesitate from outsourcing or taking help from the right resources when you are not sure about something.
2. Keep flexible timelines in beginning. You can tighten up your schedule as you gain experience with the work.
3. Give time for letting learning curve develop. The better it gets the faster you become.
Now the things you will be required to do for getting a right Start Up in place:
1. As I mentioned set up a SMART goal. Chase the short term goal first. Modularize the goal into set of actions. Bind these actions into time frame, and stick to it.
2. Now comes the concept that gave birth to your start up. This needs to be effectively conveyed to masses. The media for this conveyance is your brand. Your brand represents the soul of your Start up. It’s your brand that actually needs to be promoted.
3. Know who you are selling your products or services to. Find out their purchasing capabilities, the disposable income they possess the requirement for your product or service. Armed with this fact, you can customise your product.
4. Further steps would require your budget in place. Once you have decided the upper limit, you may channelize the budgets proportionately.
5. It’s now the turn for advertisement. This part requires you to know the various media prevalent in the target audience region. You may choose any or all media based on your budget.
6. Now create the benchmarks for you progress. The parameters for success or failure of any step will be defined by these benchmarks as you go ahead
7. Create a plan keeping all the above factors in mind. But keep in mind the “Paralysis of Analysis” adage. Once the start up plan is in place, stick to it.
8. Once the modules start getting implemented, check its progress against the benchmarks you have set. Find out the variance of the actual from projected. This helps in further planning.
Last but not the least; Take all your time to put together the Start Up plan. But once outlined, stick to it against the heaviest of odds.
Note: The concept of the post is derived in parts from http://www.startups.co.uk/ site.

"Too late to go for this kinda Start up"

You said that??? You feel you have a brilliant idea backed by plan, but then there are already established players who are into the sector and that there is no part of market left for you to capture? Wait a second; you need to reconsider your view. If you are a good strategist, you can very well make out that the global market is too big for any one to capture all alone. The market is huge and you never know which section of it may lap up your product or service. Yahoo! Mail is the market leader in its section, but then that never stopped Google to join the league with Gmail and I suppose Gmail is faring well... Isn’t it? Well you may argue that Gmail was backed by Google and that you don’t have even nuts backing you (Gosh you are so pessimistic). Well then here goes a legendary story from Indian software sector, which has now made deep impressions across the world IT community.
Cognizant Technologies (CTS), which is usually termed as “Johnny-come-lately” in India’s IT sector, now features in Top four of the sector, only after Infosys, TCS and Wipro which came in market a decade before CTS. Earlier the companies that ranked with it are nowhere in the league now. There is famous story that every CTS employee loves to narrate. The story goes as... During early days of CTS, there was a lucrative project up for bidding. There were big players bidding for that along with TCS. TCS which was already an established player by then gave the presentation demonstrating it’s credentials and experience in similar kind of project. The clients looked nearly convinced and TCS was all set to take away the project, when Laxmi Narayanan, now the chairman of CTS, came in with his team for a short presentation and went on to say “I know TCS has given a great presentation and that it has demonstrated its experience in the field. But then for I am a product of TCS, my team mates are a product of TCS and the projects and tools which TCS was talking about were developed by us, who are not with CTS” The rest they say was history.
Moral of the story? Irrespective of who you are, what kind backing you have (or for that matter, you don’t have any); if you are clear with your strategy, you have right kind of expertise and experience then there is nothing stopping you. But let me reiterate the three basics... Clear strategy , experience and expertise are a must. Cause in case you venture into a new field with inexperience, you wont be sure of yourself, then how do you expect your clients to be sure of you? Do i llok like making some point here???

Naming a Start Up and Branding

Sources: Kishore Biyani’s “It happened in India”, Internet and my online experiences.

I decide to play safe as I move ahead with my views and ramblings. As such whatever information you have on start ups or for that matter any other issue, you get it from some book, some site or magazine, but then if you write about them people hold you up for Intellectual property rights violation, however if you mention the source you are not offending the cause of the writer, thus this post begins with source’s list. Lest my segment on Start ups (along with the full blog) ends up even before it starts up. However as you can make out, a lot of reading has gone into creation of this article of naming and branding of a start up. (This usually is the case with my other articles too)
Coming to point... Once you have thought of going ahead with a start up, the first thing you do is think of the naming your start up. How ever what immediately crops up in our mind is “Why create so much fuss about naming a Start up and is it all that a serious issue worth a eight hundred word discussion?” I suppose yes it is. As a common man, we commit a serious mistake of ignoring the minute but obvious details of business. My personal learning of this issue comes from my experience with Google Adsense. Once you have an account approved you’ll get know that Google has gone to an extent of minimizing our eye movement as we read through an ad or an article. No wonder Google is a leader in its segment. Talking on same lines, giving a right name to a start up is one such detail. Actually a name is something with which a start up gets recognized with. Mark me when I use the word recognise. Actually the word “Recognize” not only means being known, rather it also refers to the brand that takes the onus of our product or service. Yes, that’s the point I was dying to mention, before naming your start up keep in mind a long term vision of your product or service going places and that it will be known by the brand name you keep now.
Thus a name like “sam’s cafe” or “tom dick and harry consulting” is a strict no no for any kind of start up. Rather a name should be such that it should be able to click some kind of curiosity in the prospective customer’s mind. Always remember that whenever you start up finds a new customer, it won’t be because the customer had a premonition that you have got a great product or service but it will be because of your branding and advertisement. What’s worth noticing here is that the name of your start up plays a prominent role in both brand building and advertisement.
So here are the few characteristics of good name:
1. The sole purpose of a well thought name for your start up should be creating a stir in the brains of customer and at the same time relate closely to your start up’s product or service. Just think, in one day how many advertisements do you come across? How many of them you actually remember? The names you remember would usually fall in two categories. First one, you come across a familiar name and the second one the name clicking the chemical process of thought and logic in your brain. However under any circumstances you will not even bother to recall what product or service the company named XYZ corp had to offer. So as an owner of budding start up I have just one of the two choices left, i.e. Going for a start up name that clicks logic and reasoning in a human brain. Cause becoming a familiar name for everyone is actually not possible for nascent start up.
2. The name should relate directly to product or service your start up has to offer. Don’t ever get emotional enough use your start up for carrying your family name or for that matter your kids’ name. However your name can also be used to carry forward your vision for your business, you society or country or your countrymen. Doing that will certainly endear your product to masses.
Once you have taken care of these two facts, I suppose your brand can have the potential to rename that product or service. Confused??? What the hell do I mean with renaming a product or service? Well then tell me what will you do when you want information on something on internet. Will you search it out or will you “GOOGLE” it out??? That’s what a name is!!!

The First issue with start up

This journal entry is a true narration of what I have been going through ever since I forayed into my home based business. As I continue to work with my current employer, I found the idea of home based online business as the most feasible one. But then I am severely dissatisfied by the progress I have made. Reason... Lack of discipline. All my plans in place but my discipline is not. This fact though displeasing, appears to be quite obvious. As a person I have been working under the supervision some unknown force (The unknown director). This director decided my course of action for most of the time. Some times the pressure of impending semester exams played the role of this director and sometimes it was my job, and thus most of my plans were followed. Fortunately (Rather unfortunately), this director is missing in the start up and thus I hardly have any director monitoring me. Result... A totally haphazard approach towards the business. I do set plans for the weekend (not the movie plans), but then when the weekend actually arrives , I end up doing something else and the task that was supposed to be done, either gets infinitely postponed or cancelled.
With this, I would love to share my first learning about goal setting, planning and abiding by it (of course):
1. Be very precise and a hardliner about what you want. Do not give up your plans for some other apparently lucrative opportunity, till it actually is justifiable.
2. Take a good deal of time to plan. Though that may sound funny but then the better thought the plan is, the more are the chances of it getting followed.
3. A plan doesn’t get followed only in two cases (applies only to start ups). First, the planner has got a lucrative offer or an opportunity and thus he does not find it rational to execute the preset plan. Second, the planning was done without keeping time and personal constraints in mind.
4. Be proactive instead of being reactive. Stick to the preset plans instead of reacting to every second lucrative opportunity.
5. Set a time bound goal (Entrepreneurship basics 1) for all you activities. Modularize it and take them one by one, instead of biting bigger that you can chew.
Last but not the least, at very step you’ll be faced with choice between a seducing immediate profit and a visionary long term profit. The decision here solely depends on the kind of business model followed, and thus good or bad cannot be decided in this case at least.