Case Study

About Tracxn:
● Tracxn is one of the largest SaaS Product globally for conducting research on the startup
ecosystem.
● Our product is sold globally to CXO’s in Fortune 500 corporates, Partners in Venture Capital
Funds, and Investment Banks. We have customers in 30+ countries.
● We are backed by prominent investors like Ratan Tata, Nandan Nilekani, and Saif Partners.
● We are a 600+ strong company with offices in Bangalore

Assignment:

Assume that you are a member of Business Development team at Tracxn. As part of your job role, you
are required to send outbound mails to prospects. The assignment is to find a prospect company/fund
and create a ​customized outbound email that you would send to a lead (person) in the
company/fund. The objective of this mail is to get the lead to agree to a ​demo ​of the Tracxn product
platform.

Your response should cover the following:

# Question Instructions for Response

1 Which prospect (fund / company) will Mention name of the fund / company
you pick?

2 Why did you pick this particular Elaborate on the reason for selecting this prospect
prospect?

3 Why do you think the prospect will be Based on your understanding of Tracxn’s product/
interested in becoming Tracxn’s service, elaborate on how Tracxn will add value to
customer? prospect’s business

4 Which person in the prospect Mention ​Name and ​Designation of the person
organisation you will reach out to? you will reach out to

5 Why did you decide to reach out to this Explain the reason for picking up this particular
person? person

6 What will be your initial cold email? Include the following in your response:
● Subject of the mail
● Detailed, personalised mail addressing the
person and explaining the purpose of mail

Guidance:
● Please feel free to submit your response in a format of your choice (doc, ppt, excel)
● Ideally, it takes about 60 mins to answer the questions.
● For a description of Tracxn’s offerings, please visit our ​website or ​search for articles about the
company
● You can pick a prospect from any location globally
● Please see the guidelines below which may be helpful in attempting the assignment
Example: ​Inventus Capital Partners

Inventus is a Venture Capital fund. Online research on Inventus shows that:

1. It has a presence in US and India
2. It is active and has made several recent investments. Most recent investment is a follow on round
into Power2SME of $36m along with other investors.
3. It started the process of fund-raising for its 3rd fund last year.

Why did we pick Inventus?

Inventus has been engaged in raising its 3rd fund for a while and this process should be nearing
completion. Once the new fund is closed, Inventus would have a pressing need to find interesting
companies that meet its investment thesis.

Who in Inventus would we reach out to and why?

Upon going through the Team page at Inventus capital, we saw there are 6 managing directors, 3 in
the US and 3 in India. Any MD would be a decision maker. Of the 3 MDs focussed on India, we decided
to reach out to Rutvik Doshi since he has maintained the most active online presence.

Guidelines for drafting the cold mail

At Tracxn, emails are one of the most important methods of reaching out to potential customers. The
initial email is very critical, as it forms the basis of developing your leads.

A good email will have the following attributes:

● Subject
This should be enticing enough to get your Lead to open your email.

● Hook
A hook is a statement that attracts the reader’s interest, and makes them want to read the
rest of the email. The hook can be written either as part of the Email Body, or as part of the
Subject itself. The choice is yours.
Example​ - Congratulating the Lead on raising a new fund/Recent interview given/blog
written by prospect

● Problem
This describes which problem or requirement of the Customer you are addressing.
Example​ - For an Early Stage VC, identification of startups in a particular sector

● Solution
How does use of Tracxn’s platform address the problem mentioned above.

● Call to Action
A statement that prompts the Lead to take some action to avail the solution proposed above.
Example​ - Asking the Lead to get in touch with you for a Demo of the platform