Promoting Mojo Developers Program: Building a Software Ecosystem

A Case Study by Instamojo

About Instamojo
Instamojo is a growth gateway for Micro, Medium &
Small Enterprises (MSME's) that enables them to build,
manage and grow their business online. It is a one-stop
shop for an entrepreneur that caters to their diverse
business needs by leveraging technology, data and
design. Founded in 2012 by Sampad Swain, Akash
Gehani and Aditya Sengupta, Instamojo early this year
raised Series B funding from Gunosy Capital, AnyPay -
a Japanese payments firm and the existing VCs.

In November 2014, the company raised USD 2.6 million in Series A funding from Kalaari Capital,
Blume Ventures, 500Startups and others. Prior to this, it had raised approximately USD 500,000
from 500 Startups, Blume Ventures and angel investors Rajan Anandan, Sunil Kalra, Shailesh
Rao, Rob de Heus among others. In 2012, Instamojo was one of the first startups from India to
join the prestigious 500Startups Silicon Valley Accelerator Program. It has also been featured as
one of the hmost saught after start-ups by Economic Times in 2015. Instamojo constantly works
towards creating significant innovation in digital commerce, which is universally accessible to
create newer opportunities & sustainable livelihoods for MSMEs.

Case Overview
In the mission to grow MSME businesses of India, Instamojo has been instrumental in developing
a multitude of offerings such as creating your own online store, shipping services, managing
payments with faster payouts etc. However a business requires a lot more in terms of tech enabled
organisational capabilities to operate at the scales which make them profitable. Keeping these
requirements in mind the Mojo Developer`s Program (MDP) was created.

This is a collaborative platform which offers software developers across the country to develop
value propositions specific to MSME`s and offers an alternate revenue stream for the large
developer base of India.

Our challenge is to promote this unique platform among the developer community with the
fastest turn-around time and the most cost effective execution possible. Example: analytics
dashboard. GST billing, CRM software.

Features of Instamojo developer platform are:

1. APIs: The Instamojo developer platform will allow developers to access the merchant's data to
create a solution. Following are the basic APIs Instamojo will expose in the first version
a) Merchant Profile API (Name, email, etc)
b) Merchant Payment API (Payment date, amount, etc)
c) Merchant Payout API (date, type, amount, etc)
d) Online Store API (Inventory, sales, etc)
e) Online Store Orders API (Buyer name, Buyer email, Buyer phone, etc)

2. APP: Instamojo developer platform will enable developers to create an App that will be hosted
by the developer on their end and will have the following attributes:
a) App Name
b) App Description
c) App Category
d) App Logo
e) App Images (Up to 5)
f) Video (How to use the App)
g) Permissions requirement from the merchants (which all data points are required for the
App functions)
h) Price (In case the App is paid)
i) App URL (App to be hosted by the developer and a URL needs to be provided)
j) Developer’s website

3. In-App Purchases: Developers can provide In-app purchases to the merchant. In the case of In-
app purchases, developers will have to use Instamojo as the payment provider. The payout will
be credited to the developer’s bank account on (T+3) days.

4. Merchant Flow: Merchants can view all the App details (Name, description, etc) when they
click on the App in the Instamojo App store. Once they subscribe to the App, the App opens on
the Instamojo platform (web/App) and sellers can access all the App features.

Problem statement/Expected Outcome

 Conceptualise and Develop marketing campaigns to spread awareness about the MDP as an
aspirational and informative platform for developers to showcase their talent
 Identify new channels and players with high quality and guaranteed conversion of new
software development partners.
 Suggest initiatives to encourage players to cater to the MSME community.

Format
 The case analysis document must be in MS Word/PDF format (.doc/.docx/.pdf)
 Must not exceed 2000 words (excluding exhibits and excel sheets)
 Font Type: Arial/ Calibri with text size of 11
References
 Fintech: Voice of Indian MSMEs
 CRISIL – SME Report