Acknowledgement

As the outset of this project, I would like to express my profound gratitude to Mithibai College
of Arts and Commerce for the resources provided for our educational purposes. I got this
opportunity of having a firsthand experience at an organisation called Flipside Systems and
Consultancy as a Marketing and Sales intern.

Next, I would like to thank our Principal, Dr. Rajpal Hande, for providing the necessary
facilities that helped me make the process of going about the internship very convenient and
comfortable.

I would also like to thank our Head of Department, Prof. Shabana Khan for her constant
support and encouragement.

I am very thankful to Prof. Yogesh Kamath for helping me out in all possible ways and
mentoring us throughout the project. It was a learning experience which helped us understand
Management theories through actual work.

Lastly, I would thank Flipside systems and consultancy for having me as an intern and training
me on all aspects of marketing strategies that the firm practised.

1
Executive Summary

This project describes the entirety of my internship experience at Flipside Systems and
Consultancy (GetSetHome.com) and (Flipside.co.in) started on 03-12-2017 to 01-12-2018.

Flipside Systems and consultancy as a company has two distinct verticals GetSetHome and
Flipside Brand Solutions. The work profile included involvement in one of the verticals as
Marketing and Sales intern at GetSetHome.

It was a yearlong internship program where the job profile included the following duties and
responsibilities:-

• GetSetHome
1. Lead Generation through various platforms.
2. Interaction with generated leads and filtering out the potential customers.
3. Digital Ad publishing.
4. Social Media handling.
5. Sourcing for different platforms for lead generation.
6. Sales co-ordination for knowlarity updates.
7. Creating Reports on monthly leads, schedule visits and lead conversions.

During the course of the internship, there were sundry other roles to be played other than the
mentioned ones above. Formalities and documentations like agreements, NDAs, invoices, form
filling etc were also looked after by me.

This internship has helped me understand the nitty-gritty of each department of an organisation
and also helped me have a firsthand experience working closely with the employees at the firm
which a theoretical book may not help in the same way.

2
Since the company is at its seed stage, there were a lot of operational changes taking place at a
fast pace which helped me learn a lot about investment processes and start-up cultures.

This project is thus an amalgamation of both of the internship experiences pertaining to the
marketing and operational practices that both the verticals follow.

Hence, it was ideal for me to choose Flipside Systems and Consultancy as the organisation for
my project topic.

3
CHAPTER-1

ORGANISATION (GetSetHome)

1.1 About the company

GetSetHome is a service, a platform and an access to good quality shared accommodations and
guesthouses. Founded in March 2014, GetSetHome aims to
revolutionize the way individuals and businesses utilize
home apartment rentals for their long and short term needs.

As the name suggests GetSetHome provide completely

furnished homes - a set home. They set up these homes with
all house essentials like furniture, amenities and various
facilities so that you can call the house your home. You can
simply walk in with your suitcase into these set homes as
you would into your own where all your daily house necessities are taken care off.

The Organisation has its registered office at Versova, Mumbai. However, the properties offered
for rent are located in various cities mentioned below:-

1.Mumbai

2.Pune

3.Bangalore

1.2 How did GetSetHome get started?

The founders realized that students, bachelors or working professionals which they knew and
have moved into a new city or are simply seeking their own space today go through a lot of
hassles to find good quality homes. Often rejected tenancy because in today’s society being a
Bachelor is considered the biggest taboo and societies are self proclaimed guardians of culture.
This is just the trailer, the entire movie is lot more painful exercise where one has to deal with

4
unprofessional brokers, high upfront payments, hours of travelling, sub standard PG
accommodations, the roommate hunt only if the house hunt wasn’t enough.

The founders then thought of bridging the gap between these sub standard PG accommodations
and finding a whole new house, flat mates etc. They then came up with the concept where the
tenant gets a whole set home with all the necessities which he/she would have at his/her own
home and at the same time he/she doesn’t have to worry about finding flatmates to share their
expenses with.

1.3 Work Culture

The company started in 2014; the founders had a vision on providing the tenants a place as good
as home to stay when far away from their own. The company believes in adding elements, care
and emotions to these apartments which one would find at their own spaces.

Following the same ideology, the work culture aims at providing the coolest environment to
work at. The average employee age is 23-24 years of age which makes the company young and
vibrant when it comes to the vibe and aura of the workplace. Unlike the traditional corporate
setup the office here is quit informal. The founders believe that the employees should feel that
they are working with their extended family at their own place. The employee may not follow
the hierarchy strictly in case he/she wants to make any quick decision.

To make sure that the employees learn and grow along with the organisation, there are monthly
training sessions like in-house Ted-Talks, case study sessions etc that gets conducted by the
team.

Ted-Talks are conducted once a month where 5 employees from different departments are asked
to present a brief talk on a subject of their interest or their departments. The talks vary from new
technology updates in the world, favourite books, organisational improvement strategies etc.
This would help an employee in socialising within the organisation, understand different
perspectives, and learn about departments other than their own.

Case Study sessions are workshops conducted where teams are made and a case if given to each
team. A definite time frame is set and the employees are supposed to come up with the solutions
and suggestions on the problems of the case within the set time. In the end, the founders listen to

5
each team’s answers and give feedbacks on how it could be improved. The founders then would
give the ideal steps to be taken in the given scenario. These exercises help an employee to think
out of the box and come up with rational solutions to problem which might arise in reality.

Thus creating an environment full of learnings and challenges is what makes this organisation an
ideal start-up

1.4 What type of an organisation?

GetSetHome comes under the industry of co-living homes. It is a facilitator and a platform
bringing the owners and tenants together It would take these unfurnished houses from different
owners across cities and transform them into GetSetHome properties and rent it out to tenants.
GetSetHome is a platform for managed & shared rental solutions that provide access to good
quality shared accommodations for long term stays. GetSetHome turns unfurnished houses into
fully-furnished managed homes and offer them as shared accommodation to singles that migrate
to other cities but often struggle to find good quality homes and end up staying in compromised
living conditions as PGs.

The accommodations include standardized & quality furniture, home décor, modern amenities,
daily maintenance & monthly recurring bills making the whole package all-inclusive but easy on
the pocket.

Co-living as a concept has emerged in the recent times. The market is yet to be juiced out in
terms of the availability of shared accommodations in different cities. Currently GetSetHome is
present in three cities namely Mumbai, Pune and Bangalore but as an expansion strategy, they
could tap markets like Delhi, Chennai, Kolkata, Lucknow etc.

Co-living spaces offered by such a platform has a lot of benefits which are mentioned below:-

• Rentors rejoice - The benefit derived from the flexible arrangement of fully furnished
accommodation would attract tenants across demographics. The owners of these flats
would sit back and relax when it comes to finding tenants that would be looked after the
marketing and sales team of the organization. A fixed rent or a Revenue share deal is
decided between the organization and the owners which would secure the flat for

6
 GetSetHome. Since the flat is on sharing basis, the rent paid by the tenants is relatively
low but the revenue generated by the company would be 9-20% on one flat.
• Convenient search for houses – The website and the application offers a hassle free
search of houses. The user has to fill in some filters like city, gender, price etc and search
for the most suitable rooms available. If the user wishes to call the helpline number,
he/she could call on the number (8080900300) and ask the sales executive to help him
out. The sales team would ask for his requirements and accordingly provide with all the
possible options without persuading the customer.
• Dedicated Customer Care team – The Company provides with a dedicated team for
customer support. Move-in and Move-out assistance is carried out by the team.
Agreements, police verification, biometrics, payment links etc are taken care of by the
customer support team.
• Fully Furnished apartments - homes are like one of your own. Fully furnished with a
living area, functional kitchen, modern amenities and spacious rooms unlike a Hostel or
PG.
• All inclusive rent - rent is inclusive of complementary WiFi, DTH, Gas & Housekeeping
services. So you aren't surprised with any extra unaccounted bills when any roommates
leave.
• Gated society - homes are located in gated societies across the city. So you will always
find one closer to your office. Unlike pg & hostels, in gated societies you can enjoy all
the amenities and be rest assured of the safety of the premises. We told you we want you
to always feel as if this was our own home.
• Service requests - We fix everything you need at home (but not broken hearts, so you
can spend time doing what you love or just laze around in your PJs. All you need is to
raise a service request from the app and then leave it to our maintenance team to fix these
issue.
• Convenience - From online payments to agreement at home, from offers to service
fulfilment, we love to spoil you simply by adding as much convenience at every stage.
We may technically be your landlords but not a pesty one for sure.

7
 1.5 Organisational Structure

Organisational Structure

Founders

Property Owners Team managers

Executives Care Takers

Interns

1.5.1 The above figure explains the vertical hierarchy that the company follows.

Departments

Technology and SEO Sales and Marketing Operations Ground Staff

Product Lead Sales Manager Operations

House Care-Takers
Manager
Tech. Lead
Marketing Manager Documents
Owner Relations
SEO
managemen Sourcing Executives Servicing
Executives
Sales executives Customer Relations

Accounts

1.5.2 The above diagram shows all the departments’ existing in the company.

8
1.5.1 Organisational Hierarchy

At GetSetHome, a simple vertical hierarchy is followed which helps them to have a quick and
easier communication among them. Five years into the course, still the Company believes in
Executives getting equal stake in decision making like the Managers or the Founders themselves.
The interns and executives would report to their respective department managers and the
managers would report to the Founders. The executives, interns etc which do not report to the
founders can also get in touch with them in case of any help needed.

The company is headed by the three founders.

1. Mudassar Virani

Mr. Mudassar Virani looks after the Business Analysis,

Strategy building, Team management and Vendor
Management aspect of the organisation. Before
GetSetHome, he has a worked for 11 years in companies
like IBM, eClerx and Mphasis.

2. Shabnam Kadwani Virani

Mrs. Shabnam Kadwani is the founder and Chief

Marketing Officer at GetSetHome. After working at
BookMyShow an HOD in Marketing for 8 years, she
thought of working with her husband Mr. Mudassar
virani and work on the Marketing, Business
Development, Sales aspect at GetSetHome.

9
 3. Junaid Shaikh

Mr. Junaid Shaikh looks after the Operations, Technology,

Accounts, Strategic development aspect of the business.
Having a 12 years experience at BookMyShow before
GetSetHome as HOD Operations, he with Shabnam and
Mudassar decided to setup the company and work on the
Operations bit of it.

Other than the three founders, there are a total of 40

employees working in the organisation exclusive of the Care-takers of the houses.

Team wise bifurcation of employees is given below:-

Founders 3

Technology and SEO 5

Sales 8

Marketing 4

Operations 8

Ground Staff 20

10
1.5.2 Departments and their functions.

The companies follow functional structure to divide their departments. As mentioned in the
figure 1.5.2 there is broadly 4 departments:-

1. Technology and SEO

The company website, application is developed by this team. Organically generating
back-links, finding different ways in which GetSetHome’s website could come in the top
ranks in the search list using keywords.
2. Sales and Marketing
The marketing team generates leads by sourcing and promoting the brand on different
platform. They then make sure that there are enough call-flows in the knowlarity. After
sourcing they then generate these leads into the CRM system which goes to the sales
team. The sales team then gets in touch with all these leads and helps them out with their
requirements. Schedule visits and Conversion is also looked after this team. The role of
marketing and sales ends after a booking is made and the lead is converted.
3. Operations
The role of Operations department starts after a booking has been made. Operation team
looks after the documents like agreement, police verifications, move-in and move-outs,
property maintenance etc. Tenants are supposed to get in touch with the Customer
relations executive via knowlarity or email dedicated for them.
4. Ground Staff
Ground staffs look after setting up the properties, daily house-keeping, helping tenants in
visits to the properties etc. Owner relations are also an important position under this
department.

These are the departments broadly explained in brief.

11
 1.6 About the Product

Flats

Individual Flats Shared Flats (Furnished)

Fully Unfurnished/semi- Individual Twin Triple

Furnished furnished Room sharing sharing

1.6.1 Individual Flats

Individual flats are a relatively new offering of GetSetHome as they are trying to expand their
market. Individual flats are offered to students who are have a group of friends and wish to stay
with them. These are the tenants who typically wouldn’t want to stay with strangers so the
organisation has catered to them by providing individual flats. Families, working professionals,
bachelors, etc who wish to stay at a fully furnished flat can also opt for Individual fully furnished
flats.

Further, Individual flats are divided into two categories i.e fully furnished and semi/unfurnished
flats. Depending on the preferences customers can opt for any of these offerings.

1.6.2 Shared Flats

The main focus area of GetSetHome is shared flats as the maximum remuneration comes from
this category. There are usually a minimum of 2 to a maximum of 6 members staying in one flat.
The flats on sharing basis are for both males and females (opposite gender are not allowed to
stay at any of the properties). Since the rent is smartly divided among the tenants, individually
the tenants find the rent economical and on the other hand, GetSetHome when cumulates the rent

12
of the tenants in a particular flat it comes to be more than the standard rent charged in that
particular area.

Example given,

A property named Millionaire Heritage in Andheri, Mumbai has a rent of rupees 55,000/-
charged by the owner to GetSetHome on a monthly basis. The property is a 3BHK property
where 2 rooms are individual rooms and the 3rd one is on twin sharing. The rent of individual
room is 23,000/- and the rent of twin sharing is 13,000/-. Looking at the rent to be paid on
sharing basis is quite affordable as compared to renting the whole flat.

However, when we combine the rent generated from all the tenants staying at that particular
property it comes up to 72,000/- where the organisation is only paying 55,000/- to the owner.
Further, there are other operational expenses that get considered while calculating the actual
profit like wifi bill, dth bill, gas bill, maintenance charges, etc.

The shared flat consists of sub-categories mentioned below,

a. Individual Rooms – These are the compact size rooms where only 1 tenant stays in 1
room. This type of rooms are opted by people who prefer privacy in the flats and yet have
their budgets in check.
b. Twin and triple sharing rooms – These are the rooms where there are 2 to 3 people of the
same gender sharing one room. Here, the rent is the least comparatively to the other
categories with same amenities and facilities. This kind of offering is mainly preferred by
students.

13
Property images

Property details –

House No.18, Rolling Hills , Baner pashan link road , Near veritus , Baner Road, Baner, Pune,
Maharashtra 411045

Living Room Individual Room

Twin sharing rooms Kitchen

14
 1.6.3 Service Details

1. Package Inclusions – All the properties consists of standardised furniture and amenities.

Furniture would include Sofa Set, dining table, individual bed, all soft furnishings, individual
wardrobe, kitchen utensils etc.

Amenities would include TV, air conditioners, fans, Washing machine, Gas Stove,
Refrigerator, Oven, Water purifier.

Wifi, DTH, Gas service, House-keeping, Maintenance, Move-in and Move-out assistance etc is
complementary in the rent.

2. Rent details –

City Whole Flat Individual Twin Sharing Triple Sharing Whole Flat
(furnished) Room Room Room (unfurnished)
Mumbai 70,000 23,000 16,000 13,000 60,000
(3BHK) (3BHK)
Pune NA 8,000-12,000 4,500-8000 3,500-7000 NA
Bangalore NA 10,000 8,000 6,000 NA

The above rent details are ballpark figures, the rent differs from property to property depending
on the area in the city the property is situated in.

3. Package exclusions - The package does not include electricity bill. The actual electricity bill
amount for the month will be split in equal on the total number of people staying in the
apartment for the respective month.

Cost for agreement, police verification or any other compliance documents required by
society/local authority will be charged as per actual

Car/Bike/Scooter parking provision and charges are subject to permission and availability from
the society and home owner.

15
 4. Documents requirements –

As per local laws, it is mandate for tenant to submit registered agreement copy, their documents
and police verification before moving into the apartment. Also, as per society bye laws, a copy of
tenant's police verification needs to be submitted in the society office before moving in.

Below is the list of documents to be submitted 10 days before move in date as per housing
society bye-laws:
• PAN Card

• Aadhar Card OR Passport Copy OR Driving License OR Voters ID

• Company ID Card OR Letter from HR on company letterhead

GetSetHome is not responsible for any discomfort caused during move-in due to delay in
document submissions.

GetSetHome provides assistance to complete agreement and police verification formalities,

however the charges on actuals are to be borne by the tenants.

5. Agreement, Police verification and C-Form –

Tenant will be required to pay Rs.2000 non-refundable charges to GetSetHome towards the
services provided for registering Leave and License Agreement with the Sub-registrar and Police
Verification with the local Police Station.

1. Registration of Leave and License agreements are now processed online for Aadhar Card
holders and therefore will need tenant to be available for biometric verification. The above
said charge factors only one visit for biometric verification. Incase tenant re-schedules or
cancels biometric visit, Rs.500 will be charged additional for each cancellation as these are
government agency charges per visit.

2. For International guests moving in for long term stay, as per Indian Law every guest needs to
submit C-form which is issued from Commissioners Office in respective city. Guests are
requested to complete necessary formalities and ensure they hold a valid C-form for time
period relevant to their stay. To make it convenient, below are the documents required for
processing C-from:

16
 • Original Passport with Validity of 12 months and more.

• Visa with validity for 60 days or more.

• Letter from Institute / Company with guest's name and purpose of visit.

6. Exit terms - Tenants are expected to serve a 30-days prior notice through the online system
only. Tenant needs to login to their profile and use "Serve Exit Notice" feature to submit their
notice request. On acceptation, the tenant will receive a system generated acknowledgment mail.

GetSetHome has a minimum of 1 month as lock-in period. However, in few housing societies,
there is a mandate of 3 - 6 months' lock-in period.

Extension of stay after the move out date is totally on the discretion of GetSetHome. In case any
tenant found staying post move out date, it will be considered as trespassing and will be fined at
Rs.1200/- per day.

17
CHAPTER-2

LEARNING OBJECTIVES

The following are the key expectations to be met during the course of the internship in terms of
knowledge that would be assimilated:-

1. To understand the overall Vision, Mission and Objectives of Flipside Systems and
Consultancy.
2. To understand the verticals under Flipside Systems and Consultancy namely
getsethome.com and flipside.co.in
3. To learn about the Service in detail in order to contemplate on the companies upcoming
marketing strategies.
4. To understand the current marketing strategies and implement them accordingly.
5. To be able to identify potential strategies that the company could apply in order to
generate new leads.
6. To work on sourcing the leads through different platforms and identify potential
customers.
7. To get a detailed review on how the company functions and the core departments to be
able to report to the required department for specific work allotted.
8. To understand the company’s CRM in detail and to be trained on the Back-Office system.
9. To meet the daily targets set by the team manager and learn working according to
timelines.
10. To learn about the challenges faced by the company and to learn contingency
management.

18
CHAPTER-3

ABOUT THE INTERNSHIP

3.1 Department details

Duration Timings
3rd December, 2017 to 11:00 am to 5:00 pm
1st December, 2018

Role
Marketing and sales Intern

Duration: - The internship was a year long program starting from 3rd December,2017 to 1st
December,2018. However, 6 months were dedicated to GetSetHome and the other 6 months
were at Flipside brand Solutions.

Timings and Weekly Offs – The regular reporting timings during the course of the internship
was 11:00 am to 5:00 pm making it as a part time internship. At GetSetHome, Saturdays and
Sundays were working as people prefer looking out for houses at their leisure during weekends
and that is when we would get the best leads. This is why we could choose any 1 weekday of our
choice as our weekly offs. The weekly offs were noted in our Department Rosters which were
supposed to be made every week by our team managers.

19
Role - Marketing department at GetSetHome focuses on Lead generation and promoting the
service on various online platforms like facebook.com, olx.com, 99acres.com, Magicbricks.com,
housing.com, nobroker.com, etc.

The post given was that of a marketing and sales intern, predominantly working on lead
generation and ad placements. All the accounts on the respective online platforms mentioned
above were handled and used to push advertisements of our properties and generate lead.

3.2 Recruitment process

3.2.1 Application stage

GetSetHome had an ad placement on a portal called Internshala that they were looking for an
intern for the marketing and sales department for 3 months. The details of the intern like the
educational background, work experience, areas of interests, etc were put together in a resume
and directly sent to the companies that the intern applies to via the portal. There are a minimum
of 2 Questions asked while sending the resume which were:-

1. Why should the employer hire you?

2. For how long can you do this internship and from when are you available to start the
work?

After typing the answers to these 2 default questions, the other questions (if any) asked by the
employer are to be answered and the resume along with the QnA goes to the employers via
email. If the employer is in agreement to the resume and the happy with the answers that the
intern has sent, the employer would invite the intern for an interview.

3.2.2 Selection Process

The selection process was divided into 3 rounds :-

1. Telephonic interview
2. Business round 1
3. Business round 2

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 1. Telephonic interview – The telephonic interview was a basic 10 minute conversation of
the HR executive asking about the educational background, future goals, current
educational and co-curricular status, commitment and availability for the internship etc.
Then an interview was arranged on the next day.
2. Business round 1 – This is where the team manager (Sakhi Thakkar) of a particular
department takes an interview gauging if the candidate has a basic knowledge on what
marketing and sales is all about. A few questions regarding the field that the intern
studies in is asked along with a few personal questions to see the communication skills of
the candidate. After the interview with the team manager, the intern is then sent to the
next round.
3. Business round 2 – After the candidate was interviewed by the team manager, the Co-
Founder herself (Shabnam Kadwani) took the final interview. This is when she got into
the depth of the business and explained the whole company and the verticals under it. The
internship was for 3 months but it was told that if needed they were happy to extend the
internship. A stipend of 6,000/- rupees was agreed upon for a part time working.

After being selected, the working started from the very next day. Shabnam was kind enough
to conduct the induction herself.

3.2.3 Induction and Training

On the First day, introduction was given about the workplace, different departments and the
respective employees working in these departments. The founder explained how a typical day of
every department would be like. A dedicated spot was decided for the working and a set of
laptop with other requirements like a notepad, stationery etc was allotted with the name written
on it so that it doesn’t get replaced.

Firstly, the founder explained the history of the company and how the company started.
Followed by explaining how GetSetHome functions and the company offerings. The property
features, rent, categories, etc was explained in details.

21
Further, the whole map of Pune was explained as major properties are located at Pune. Knowing
the map in brief would help in pitching the prospective customer the nearby properties if the
property in his/her preferred location is unavailable. In Mumbai, few areas like Andheri, Versova
etc that were familiar being a resident of Mumbai. Bangalore had two major areas where our
properties were situated namely Whitefield and Electronic City.

The website and the application were explained and an overall understanding on the company
policy, tenant policy, general rules and regulations followed at the properties etc was explained.
Every policy and Terms and conditions are mentioned on the website and reading all of those
was made a part of Induction and training. That was all of the first day.

The next day, an account was created on the back office of GetSetHome’s website were all the
employees operate their daily tasks. The employee/intern has to put his/her number and a system
generated OTP to login into the back office account. For interns, there were only specific
operational data that was accessible which were:-

1. Inventory reports - Inventory reports include data like the number of vacant beds, their
area, potential revenue that could be generated through that inventory, occupancy rate
etc.

22
2. New Leads – This is where all the new leads are generated by putting details like name,
number, and platform from where the lead is sourced from, email id etc. These new leads
are then should up on the sales board.

23
3. Sales Leads – This board is where the sales team would generate leads through
knowrality and search for properties in the area that the customer is looking for. This
helped me search for properties while talking to the leads on the social media channels
and other platforms and suggest them the same.

4. Sales Board – This gave an overview on the leads generated by the sales and marketing
team on that particular day and so that the sales team could see the attempts made on a
specific number and take decisions accordingly.

24
 5. Management reports – Here, the number of leads generated by each employee in
summarily would be shown. Number of conversion, zero attempts, closed leads etc would
be shown here.

6. Dashboard – Performance reports are shown on the dashboard where efficiency of each
employee. Salesman of the month with the total number of conversions, conversion rate,
schedule visits, number of calls attended etc is mentioned on the dashboard.

Further, an excel sheet on the username, passwords, packages of the ads etc were emailed so as
to have an idea on the current ads running on across platforms.

25
A detailed orientation on how leads are generated through Facebook and other websites were
explained and also how to post advertisements on these platforms were explained.

It took about 2-3 days for the team manager to train on the daily working and then work started
by the 4th day of the internship.

3.3 Daily work

The daily work at the company included a lot of aspects mentioned below:-

1. Advertisement publishing –
• Facebook – GetSetHome has around 6-7
employee accounts on facebook which are a
part of almost 50 groups like Flat and
Flatmates Pune and No Brokerage rental
houses etc. These groups on facebook has a
very wide audience which goes up to 1.5 Lakh
members in 1 group searching for flats on
sharing basis or individual flats. About 60%
of lead generation done through facebook and
publishing free ads on these groups becomes a
crucial part of the business.Clusters were
divided according to the area like:
Pune – Cluster 1. Koregaon park, Kalyani
nagar and Viman nagar
Pune – Cluster 2. Baner, Aundh and Wakad
Pune – Cluster 3. Hinjewadi Part 1, 2 and 3
Mumbai – Cluster 4. Andheri, Versova
Bangalore – Cluster 5. Whitefield and Electronic City
Each cluster had one ad published on the relevant groups on facebook through
these 6-7 Employee accounts. These would generate inquiries on the facebook
account that would be addressed and proper assistance would be provided by the
team to the lead on the messages itself.

26
 • Olx.com – On olx, paid
advertisements are pushed. 3-6
months of subscription were to be
taken and paid accordingly. On an
average 1-2 ads were to be
refreshed and published on the
account. There are Featured ads
also which are published which
would come on the top of the
search list whenever a lead types
the key words such as ‘PGs in
Pune’ or ‘shared flats in pune’ etc.
These ads are costlier than the
normal subscription based but it
helps in generating more leads and stronger leads comparatively.
• Magic Bricks – GetSetHome has a yearly subscription with magic bricks and have
a set of ads running throughout.
• Other platforms – Sulekha property, No brokers, Quikr etc are some other
websites which help us generate leads. All the ads published here are free ones
and are limited numbers.

2. Lead Generation – All the inquiries that leads have on the websites mentioned above are
solved. It is necessary that we ask them their preferred area to check the availability of
the flats, their budget, and for how many months do they want to stay in the apartment.
After understanding the requirements of the leads, their contact details are asked and
generate in the back office. All the requirements are fed in the respective fields on the
new leads of back office and updated. This gives a trigger to the sales executives on their
sales board and they call these leads or further discussion. We were given monthly targets
and based on that daily targets for lead generations. When the internship started, the

27
 month ly target for lead generation was about 1,800-1,900. And by the end of the
internship we were able to generate around 4,000 leads a month. This was because we
could tap new websites to source lead from and also strategized our ad placements
3. Sourcing for Leads – When there are no enough leads for the day, scouting is done on a
daily basis. Scouting is done by going on these big groups on Facebook and searching for
people who have mentioned their requirements on their statuses or commented on the
ads. People usually prefer writing on timelines of these groups or commenting on the ads
they like as they get quick responses if the service provider has a similar requirement.
4. Keeping a tap on knowlarity – GetSetHome has a customer care IVR number which
they can call on when they want to book any flat or inquire about the availability. The
sales team receive call on the number on Extension 3 of this number. The ads that are
published on the platforms have this number along with the flat details. This is the second
way of lead generation. We have to make sure that people are calling on the customer
care number on their own which is a sign of pull demand and that we know that the ads
are working.
5. Social media handling – GetSetHome has business pages as well on various social
media channels like Instagram, Facebook, Twitter etc. On festivals, interesting news that
has come up, funny meme that is famous etc we brainstorm and try to relate it to
GetSetHome and push content on these social media channels for entertainment of our
followers.
6. Reports and Presentations – The team managers were supposed to present a
presentation on the trends and targets that had been given to us. However, we as a team
would go for the monthly meet to present the same. The comparison of the last 3 month
and targets for the next month would be set in this meeting. Also new platforms, new
ways of sourcing leads are discussed upon here.

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3.4 Process of Lead Generation to Conversion.

Stage 1. Advertisements are published on all the platforms.

Stage 2. Leads are generated through inquiries, sourcing and scouting or knowlarity calls. These
leads are registered in the system i.e back office of GetSetHome.

Stage 3. These leads show up on the sales board of the sales department and they call these
leads. These leads either get closed due to unmatched requirements or Go to the next stage.

Stage 4. Leads to go follow up stage when he/she is busy or needs time to think over the options.
Other leads move to SAVs (schedule visits). This is the stage where address, care-taker number
etc is sent to the interested leads for them to visit the property.

Stage 5. The leads that have visited either get converted into bookings or get closed again due to
unmatched requirements.

Stage 6. The bookings are taken and then converted leads are passed on to the documents team
for formalities like agreements, police verification assistance etc.

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CHAPTER-4

LEARNERS EXPERIENCE

Working at a start-up comes with its own challenges and learnings. There are many aspects in
which intense training was required which helped in nurturing specific skill sets like negotiation
skills, convincing skills, decision making skills etc.

Additionally, there are other aspects which helped as a learning experience which include:-

1. Learn about overall business in detail - As the departments were specific and small,
learning about each other’s work was a great learning experience.
For e.g. A small project was to be completed during the course of the internship, Form
15G (Declaration of Non-deduction of TDS) was to be made and rolled out to owners via
Legality software. This was the work of documentation team. But, the team was busy
with many tenants booking so the task was passed on to the interns.
Also, Front end and Back end support by tech team was tested by interns which helped us
understand a lot of technical aspects as well.
2. The ability to get most out of limited resources – The marketing spends of the firm is
very limited. Paid form of advertisements is only done on selected mediums. Allocating
the marketing spends strategically and making sure that every platform is used efficiently
is something that could be learned.
3. Participation in decision making – Interns had a considerate amount of say in the
decision making. We were responsible for brain storming and were supposed to propose
ideas on how we could improve different strategies.

Lastly, the learning objectives that the internship was expected to fulfil was
achieved overall.

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CHAPTER-5

CONTRIBUTIONS AND ACHIEVEMENTS

5.1 Contributions
Every month a set of employees are chosen by the Co-founders and are asked to present a
Ted-Talk on a topic of their interest. The month after the interns joining date, the ted talk
was supposed to be presented by the intern and her fellow colleagues.
While topics like Self-motivation, Upcoming Tech advancements in the various fields,
placebo effects etc were chosen by the employees. The intern decided to propose on 5
different ways on how we could market GetSetHome.
1. Gamification of the app – Gamification is providing loyalty points, incentives etc to
the customers for using the service frequently so as to keep him motivated to make
regular transactions.
For example, Credit card companies, E-commerce websites, Food chains etc have their
own gamification revolving around Loyalty programs. Similarly we could have point
based slabs where in the amount to rent paid by the tenants would help them fetch points
as a loyalty program. These points could be redeemed in their next transaction with
GetSetHome.
2. Campus Ambassadors – Colleges nearby our properties could have college
ambassadors who would promote our shared accommodations to the outstation students.
These ambassadors would be then paid incentives on conversions and referrals.
3. Corporate tie-ups – Many companies don’t mind hiring employees from different cities
and providing them with accommodation facilities, we could tie-up with the HR
department of those companies and fix a deal of their employees staying at GetSetHome
and us providing them with exclusive offers and facilities.
4. Rental Packages – GetSetHome does not provide with yearly packages or 6 months
packages to their tenants. There are about 30-45% tenants who stay for more than a year
with GetSetHome. So to improve that number we could provide them with yearly
packages which would be more cheaper for them yet profitable for us the lump sum rent
coming in could be invested in setting up a new property and renting it out immediately.

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 5. Making it more like Service apartments – All bills including electricity and services
like customised food, laundry etc could be provided to the customers willing to pay
extra. This could also help us gain higher profits.
Hence, these were the strategies put forth on my Ted-Talk

5.2 Achievements

The company conducts its annual off-site at different cities every year for the employees to feel
special and motivated. The conference is a 3-4 Day trip where initial 2 days are team building
activities and the later part is for yearly achievements and goal setting for the coming year.
Revenue data, future prospects, competitor analysis etc are all a part of this annual conference.

Last year, the company invited the intern for the conference making me the first intern to attend
the annual conference of Flipside systems and consultancy. And a 2 slider presentation was to be
presented on the trend analysis of the past 6 months.

In the future prospects, the founders actually put forth the detailed plan on how they will use the
idea of gamification, HR tie-ups and campus ambassadors and also gave credits on the same.

5.3 Conclusion

It was an enriching experience at Flipside Systems and consultancy. Beginning with the
knowledge gained about the industry, company, and the verticals in detail. Learning on how to
work professionally in a corporate set-up was a new and challenging experience. Perspectives
change when you work at a corporate set-up in terms of decision making, analysing situations as
there we see situations in the terms of the organisation and not the customer. Theoretical
knowledge are only understand properly when you can actually implement it and see it work in
reality. This internship has help in gaining that experience that books could not provide.

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