10 Day

MBA

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Dear Participant!

Congratulations!

By registering to this 10 Day MBA* Program, you are already in the top 21% of educated individuals in India - and if you consider the
world you are even higher. This means you are already successful, take the time to celebrate. This is your one chance, make the most out
of it.

You are now venturing on an exciting journey of the unidentified. So, spread your wings, fly and soar high; exploring your inner
strengths. It is time now for you to grasp the nectar of your strengths and that of others in order to improve performance & productivity.

10 Day MBA* is devoted to develop effective leaders, with an entrepreneurial mindset, and collaborative skills necessary for pursuing a
fulfilling career path. Our curriculum is rigorous and provides the opportunity to learn the business environment while equipping you
to analyse the market and meet business challenges in this global society.

At Bada Business Pvt. Ltd. we strongly believe that our purpose is not only to prepare you with the necessary skills to achieve your career
goals, but also to help you become a strategic thinker and leader who add value to their community locally or globally. We are committed
to building the business leaders of tomorrow.

This 10 Day MBA* Program is specially designed to help you identify the hidden strengths and inner potential you possess just like a
rich and vibrant butterfly. This insight unleashes the immense power and strength within. It’s about you. It’s for you. Take a peep,
uncover your latent talents. Know yourself and others better.

So, let us venture on an exciting journey of the unidentified and discover your inherent potential, using the right tools. Let not your
unknown fate unfold the path of your uncertain future

Enjoy the program and let’s make the most of the time we spend together!

Warm regards,

(Dr. Vivek Bindra)

*Please Note: The program will be highly engaging and the value of learning will come to you if you participate fully ...
This reading material cum manual has been specially designed for you to use through the program and also for you to refer
to in the future.

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 10 Day
MBA
Day 1
Solopreneur
to Entrepreneur
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 Being a Solopreneur

Freelancing is one of the most Underrated Professions in the world

Those who are not Freelancers, they consider Freelancers as Unemployed
As a Freelancer, No matter what you do, People will always Judge you, Ignore
you & Laugh at you, and once successful they’ll be Jealous of you

आज तुझ पर हं स रहे हैं जो,

वही लोग कल को ते रा गुणगान करें गे

कर के हदखा दे कोई कमाल,

तो तु झ पर सब अहिमान करें गे

हर छोटा बदलाव,
बड़ी कामयाबी का हहस्सा होता है

Beginning is often with Freelancing

Fire => Ready => Aim - That’s how 90% Freelancers get started
1. Know why you’re Freelancing
 Identify your Goals
o Be Clear about what you want from Freelancing
o Use Freelancing as a Stepping Stone to Success
 Identify if your Dreams and Reality Match
o Assessment of Aspirations vs Action

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2. Figure out your Key Strengths
 How Sharp are your Skills?
o If you’re working full time, take out some Time and Money for
some Skill Upgrades. The Greater your Skills, the Higher Prices
you can set for Yourself
3. Are you New to what you do?
 Time is Limited in Freelancing
o Price घटाओ => Customer बढ़ाओ
o Price बढ़ाओ => Customer घटाओ
4. Make a List and Check it Twice
 Make a two-sided list. On one side are the skills you love to use and
could exercise daily. On the other side are skills you have
but don’t use / enjoy as much.
 It will help you see different ways to market your- self
 Sometimes the best-paying skills aren’t ones you like the most
5. Identify your Top Skills
 Your Top Skills Create your Reputation—which Drive your
Marketing Message | Your Negotiating Leverage | Your Pricing
6. Can you Specialize?
 Specialization Heightens Reputation.
 The Best Specialties are where your Skill and Passion Intersect
7. Perform SWOT Analysis
 Strength- Weaknesses (Internal)
 Opportunity – Threat ( External)
8. Always Strive to Improve
 The beauty is, the internet provides you with a plethora of options for
you to learn
 You could join an open course, pay for a course online
 More you know = More valuable you become.
Increase your prices with extra knowledge.

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 Office Setup for Freelancers

 What to Ask if you are Renting a Space

o Can I Afford it? Talk to your Accountant or Financial Adviser
o What is the Minimum Deposit?
o If I don’t want to continue the Lease, how far in advance must I
notify the Landlord?
o If you aren't tech savvy - keep a troubleshooting vendor

Priority Management

1. Set up 1-2 Priorities each day

2. Group Similar Tasks Together
3. End your day with a Self-review
4. Turn off Wifi
5. Create and Commit to your own Deadlines
6. (Current time – Ideal Time) Use a Time-tracker

Nobody is too busy,

it’s just a matter of Priorities

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 Market Segmentation

 Startup Success Happens When You See Through the Eyes of

Customer & not through the perspective of the Company
 This involves:
o End user | Application | Benefits | Market Characteristics |
Partners| Size of the market |Competition
 Narrow down market and satisfy every human being in the
marketplace.
 Market Segmentation – Failure Points
o Selling to Everyone
o The China Syndrome
Remember - Everyone Is Not Your Customer!

Focused Pilot Market

1. Select a Focused Pilot Market

 Strategy of dominating & winning smaller market first before
moving into larger markets.
 Narrow down the market to maximize initial profits
 Ignoring Multiple Market Segments helps
 Increase Your Focus on Value Creation
2. Why Focused Pilot Market?
 Allows to dominate the smaller areas
 Allows to make smaller mistakes
 Optimal use of limited resources.
 Experience word of mouth in local market
Don’t worry about size of the Focused Pilot Market - Smaller the better
3. 7 Steps of Focused Pilot Market (Questions)
 Is the Target Customer Well Funded?
 Is the Target Customer Really accessible to Sales Force ?
 Does The Target Customer Have a Compelling Reason To Buy ?
 Can You Give Full Product With the Help of Partners?
 Is there Entrance Competition (Entry Barrier)?

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  If You Win this Segment, will You Expand
To Adjacent Market?
4. Focused Pilot Market Example : Amazon
 Jeff Bezos started Amazon focused on books
 After winning FPM..
 Amazon began to expand into adjacent categories.
 His FPM acted as foundation to build larger product categories.
 Electronics, Fashion, Groceries to everything & now become multi-
billion $ Co.
5. Focused Pilot Market Example : Tinder
 Tinder launched on September 12, 2012 and the marketing was
originally focused only to college students on the West Coast of the
U.S.
 College Population: Tinder hired “college campus reps” to help
promote the app to their peers.
 Organized College Parties | Entry with Tinder App
6. Focused Pilot Market Example : LinkedIn
 LinkedIn had targeted Recruiters as its FPM.
 Presence of recruiters attracted business executives who were seeking
a job..
 Later Positive word of mouth helped others join the network.
7. Persona for the Focused Pilot Market
 Persona is a mini-biography of a real user
 Describe their goals, strengths, pains and motivations.
 Build a very detailed description of real consumer.
 Focused Pilot Market Helps in Understanding
o Marketing Messages
o Decider Influencer Buyer Consumer

A Startup does not begin by

Hiring People,
Building Product,
or Hiring Developers,
it begins - when you fulfill
an unmet need of the customer

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 Decision Making Unit

Determine the Customer’s Decision Making Unit

 Who Makes Buying Decision
o Secondary Influencers: They include
o Media publications | Outside Contractors |Friends & Family |
Industry Groups | Websites | Blogs
 Ask Yourself:
o Who besides customer would be involved in the decision|
o Who will have the most influence
o Who could stop this from happening

Product Development

Define the Minimum Viable Business Product: Three Conditions

1. The customer gets some value out of the use of the product
2. The customer pays for the product
3. The product is sufficient to start the customer feedback loop to build
improvement cycles

Build your Brand (Creating your Portfolio)

A brand is no longer
what we tell the customer it is –
it is what customers
tell each other

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Build your Personal Brand
 Building a Personal Brand is Important but its not Easy
 Your portfolio of Skills Testimonials,
 Accolades, Case Studies etc. on Web
 Social Media
o Link what you do to your Website & all Social Channel
o Make an Announcement that you’re Open for Business
o Ask your Social Network to Share the News about you
o Email your Friends, Make a Personal Update about what you’re
up to and why
o Join Facebook Groups. They have Gained Popularity in the Last
Few Years Category Wise Groups.
o Introduce yourself to the group, explaining how you help
o Answer questions. Be helpful. Build relationships. Don’t Just post
links on hire me
o Let People view you as an expert in your field.
 Portfolio
o Show off examples of your work in a portfolio or a blog
o Display your services with a contact form
so people can easily get in touch with you
o Portfolio makes you look more Professional Amongst
Unprofessional Freelancers – having a website will make you
stand out and shows you’re serious about business.
Portfolios are everything, promises are nothing
 It’s all about Presentation
o Your Business Card has to Stand out –
Make your Own Template - Who are you | Your Unique Value |
Contact Details
o Go Digital. A virtual business card saves you from ending up in
dustbin
Excellent Presentation, Gets Sold without hesitation.

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 Customer Acquisition

When Freelancers are asked about their Biggest Problem in Freelancing Business,
almost everyone has the same answer – FINDING CLIENTS – Have
Enough Clients - Not too few and not more than you can handle.

You don’t get paid

for the time you spend
You get paid
for the value you create

1. Introspection
 How Will Customers Know About Your Brand?
 How Will Customers Analyse Your Product?
 How Customers Will Acquire Your Product?
 How Customers Will Pay For Your Product?
2. Consumer Empathy
 For example, If your specialty is “I’m the most detail-oriented
freelance animator in town,” but your customer’s need is “We need it
fast, not perfect,” you’ll quickly become the most detail- oriented
unemployed freelancer in town.
 Look for what’s important to them, and in what order?
Speed? Efficiency? Accuracy? Beauty? Durability? Luxury?
Affordability? Simplicity? Health? Security? Reliability?
Profitability?

Your customer doesn’t care

how much you know
until they know
how much you care

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3. Networking
 Join Professional Association and attend Events. - Make small talk
Keep showing up and you’ll soon feel welcomed
 Build your Love Bank Account. - Change your mind-set from “What
can I get? to “What can I give?” (Give-Give-Give-Ask)
 Don’t be one of those “calls-only-when-they-want-something”
Networkers
 Tap your Existing Network
 Someone in your circle might need your services - Classmates, Old
Colleagues, Professors and Teachers, Past Bosses
 Start conversations. Don’t talk about yourself the whole time.
 Never miss to exchange contact so you can connect with them after
the event.
 Don’t ask for a job. Talk about how you might be able to help them.
 Stay in touch without being Creepy
 Add everyone you met to LinkedIn and follow up with a ‘nice to meet
you’ note within a few days of the event.
4. Choose your Prospects
 Make a list of Businesses, Professions, Industries, or Companies
might need you?
 Rank them, from Ideal Candidates from Top to Down.
What makes them ideal?
 Their fitment against your skills? Their pay scale?
Their size (big-stable, midsize-busy, Startup-growing)? Their
reputation?
 Think about where your prospects go, in person and online.
What organizations do they join? What websites, blogs, or
discussion groups do they visit? Where do they go to hire people like
you?
5. Don’t be Obsessed about How you Say it!
 Sounding too Rehearsed can make people Uncomfortable
- Practice Verbal Mirroring: (Less Scripted)
6. Follow up … Follow up … Follow up
 When you get home, jot down some key words on their cards about
what you talked about
 Include the Notes to your Contacts List
 Next Day, Call or Email to mention some specific learning or +ve
experience with them
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 Not following up
with your prospects is
the same as filling up
your bathtub without first
putting the stopper in the drain

7. Know when to Persist or Desist

 Push Relevant Anticipatory Content
 If you keep trying and never hear back,
you might choose to stop. Certainly stop if someone asks you to.
8. Free CRM to Track your Conversations
 Pick up the Conversation where you left off when you Called or
Emailed and what you sent
 Just find a System that Works for you and Maintain it as Carefully
as you would your Financial Records
 After all, this is an Investment Record—of your Time and Energy

How you gather, manage and

use information
will determine
whether you win or lose.”
Bill Gates

9. Consistency Builds Recall Value

 Trust is built with Consistency - Be consistent with your work
 Consistency is what transforms average into excellence
 Consistency is what takes something you do one Day and turns into
a lifestyle

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10. Common Connection
 Eg: Same School, Same Professional Group, Same Place of Worship
Same Goal, Social Service etc.
11. Authority
 All the Doctors Display their Degrees in their Offices
It Promotes Trust in their Authority
 Display your Résumé, Website Bio, Portfolio, Client List,
Professional Titles, Memberships, Certifications, Special Training,
and Awards
12. Build Your Trusted Inner Circle

13. Job Portals

14. Partner with other Freelancers or Entrepreneurs

15. Set up Google Alerts for Relevant News

16. Share work sample portfolio with clients regularly

17. Check your Online Reputation

18. Become an expert on up-coming tools

19. Build case studies on your expertise

20. Targeted Ads for Ideal Client

21. Get Listed in Directories

22. Offer 30-minute Phone Consultations

23. Partner with People who Complement your Skills

24. Produce your own Monthly Newsletter

25. Register for Freelance Newsletters

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 Startup Resource Websites

 Best Websites for Writers

o Medium
o Grammarly
o Wattpad
o Writer Access
o The Creative Penn
o Blogger
o People for Hour
 Best Websites for Designers
o Canva
o Behance
o Adobe
o WordPress
o Dribble
o Wix
o CodePen
 Best Websites for Developers
o Git Hub
o Upwork
o Site Point
o Code Wars
o Code Beautify
o Code Project
o Toptal
 Most Common Consulting Websites
o Accenture
o Quora
o Presto Experts
o Launchpad
o Four Fold
o Navigate
o BKC Consulting

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 Best Websites for Virtual Assistants
o Belay
o Time Etc
o ClickWorker
o Fancy Hands
o Assistant Match
o Zirtual
 Best Websites for Marketers
o Hub Spot
o LinkedIn
o Sem Rush
 Best Websites for Photographers
o Shutter Stock
o Flicker
o Pixa bay
o Image Bazar
o Getty Image
 Best Websites for Customer Support
o We Work Remotely
o Virtual Vocations
o Support Driven

The Struggle you’re in today

is developing the strength
you need for tomorrow

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 Sales Cycle of Customer Acquisition

 Map the Process to Acquire a Paying Customer

o Estimate your sales cycle and identify the hurdles
 No of Days Needed to Acquire a Paying Customer
o Understanding the length of the sales cycle
o It helps in measuring expense to acquire new customers.
 Long Sales Cycles can be Dangerous
o Long sales cycles cost a lot of money
o Cost behind all of the sales and marketing efforts include:
Salaries of Salespeople |Printing of Brochures| Creation of
websites | Costs of trade show exhibits | Advertising in industry
publications | Development of White Papers

Pricing Strategy

1. Always Ask for Budget before giving a Price

2. Always show Bundled Price

3. Call Yourself a Consultant

4. Don't Lower your Rates in the Hope of Future Work

5. Do Free Work for Testimonials

6. Exclude Revisions from your Scope

7. Increase Rate 5-10% every 6 months

8. Learn to Say No

9. Listen More than you Talk

10. Decide Shorter days at a Higher Rate – Better CashFlow

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11. Schedule Work with Milestones

12. Track your Time

13. Use Value-based Pricing

14. Plan your Fee Structure Per Hour | Per Day | Per Unit (Quantity) |

Project Completion Fee | Minimum Amount | %age of Profits

15. Calculate your Fee Structure - Billable Time | Purchase Made for Project

| Overhead Expenses| Profit Margin | Market Considerations

16. Know your Lowest Price - You won’t go Below

17. Know the Benchmarks for Rates in your Industry

18. Calculate and Communicate your Numerical Worth

19. Calculate your COGS (Cost of Goods Sold)

20. Identify the Options Available for your Customer

21. Pricing Should be Based on Lifecycle of your Product

22. Drop the Price at Later Stage

23. Predatory Pricing – Barrier Pricing

 It is the Practice of using Below Cost Pricing to Undercut
Competitors and Establish an Unfair Market Advantage
 Seller sets a price so low that other suppliers cannot compete and are
forced to exit the market.
24. Define your End Consumer’s Profile
 Opportunistic | Premium | Chinese Market Value for Money

25. Design a Pricing Strategy

 Milking or Skimming - Generate Further Profit from Established

Product - It works only when few competitors are there

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  Penetration Pricing: Break Even Price and
Aggressive Marketing - Used in Very Competitive Markets to Hit
the Established Leader
 Loss Leading: Price is Less than Cost
Remove Competitors or Establish Market Share - If Demand is too
High, Losses Escalate - Difficult to Increase Prices Later
26. Design a Pricing Model => Free-mium | Premium

27. Different Type of Customers Pay Different Price

 Mobile Handset: High Price Initially and Gradually reduce to Low
Price after time
 Real Estate : Low Price Initially and Gradually increase to High Price
after time

The Moment you make a

Mistake in Pricing,
You're Eating your Profit

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 Negotiation

Freelance doesn’t mean work for free

If you’re good at something, never do it for free
1. Don’t go in Blind
 Learn about your Prospect
 Read Financials, Press, Reviews, Complaints.
 Visit their Website, Blog, and Social Media Feeds
 Never Negotiate out of fear - But Never Fear To Negotiate
2. Identify your Must Haves
 Know your deal breakers and deal makers before negotiating
 You Do Not Get What You Want - You Get What You Negotiate!
3. Think Twice before Lowering your Price
 Too much price flexibility suggests that your work has no clear value.
 Don’t expect your client to respect your worth if you don’t. Also, if
word gets around about your rates, it can be tough to raise them.
4. Silence is Powerful Tool
 When in doubt … Stay Silent! Its better than over committing
5. Be Cool about Talking Money
 Ask Straight …Do you have a project budget?” “Do you have a range
in mind?”
 If the client ask, “What’s your fee?” Turn it around to talk tasks and
value: “Let’s talk about what you want to do. Then we can talk about
what that would cost.”
 Instead of a single price, quote a range or give an array of prices
 Ask for details :“It’s hard to cost out a project accurately without
proper information
6. Don’t Work for Free
 Know the lowest price you will do the project.
 Determine Your Minimum Acceptable Rate (MAR)
 Don’t do free work just to prove that you are working.
Brief sample for free or do a longer sample for a fee.

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7. मन की सुनो, सोच के चुनो
 If you sense a Prospect will Cost More to Keep than Lose
Negotiating over Nothing | Making Constant Changes
 He Who Learn to Disagree Without Being Disagreeable Has
Discovered the Most Valuable Secret of NEGOTIATION!

Quantify your Value Proposition (Creating Value)

1. Create and Show Value

 Explain how you’re Adding Value to their Project
 Explain why your Skills are a Great Match for their Project. Every
Skill has a Price
 Value Creation is Foundation of the Pyramid
2. जो वैल्यू आप अपने कस्टमर को दे रहे हैं उस वैल्यू का गणित लगाइये
 णकतने रूपए का खचाा घटाया ?
 णकतने रूपए का लाभ णदलाया?
 णकतने रूपए के कस्टोमेरो को जोड़े रखा ?
 णकतने रूपए की Branding Improve कर के दे दी ?
 णकतने रूपए का नया कस्टमर ला के णदया आपने?
 णकतने रूपए की Productivity बढ़ाई?
 णकतने रूपए का Employee Satisfaction बड़ा णदया?
 णकतने रूपए का उसका णबज़नेस स्केल कर णदया?
 णकतने रूपए का उसका माणकाट शेयर बड़ा णदया?
 णकतने रूपए की Profitability बड़ा दी?

Contracts and Paperwork

1. Use a solid and well-scoped contract

2. Always get a down payment
3. Automate your invoice reminders
4. Charge fees for late payments
5. Invest in accounting software
6. Use a contract for free work too
7. Build & Accept various forms of payment

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 Off Season (Dry Time)

1. Keep a Routine
 Treat your work days like any other.
 Touch base with former Clients and Potential Blue Chips | Seek
Referrals | Follow up with New Contacts |
Join Events to Network
2. Keep Networking
 Because you Never Know where the Next Project Might Come From;
Revive Contacts
3. Update Online Platforms
 All that you forgot to update when you were busy
4. Stay on the Top of Your Customer’s Mind
 Ask for Testimonials from Satisfied Clients and Leverage them
5. Evaluate your Business Mode
 Build a New Product Line Especially for Off Season
 Add Complimentary Freebies, Product or Service
6. Focus on what you can’t do During the Season Time
 Upgrade Skills by taking online tutorials/ course
or get coaching from expert
7. Money Saved is Money Earned
 Prepare a Financial Cushion for a Predictable Slow Period (post-
holidays, post-taxes, post-wedding season, post- school year)
8. Go where the Season is

9. Extend your Season10x your Content Marketing

10. Work on Technology Automation

11. Build Scarcity with Limited Edition Products

12. Attention on Retention

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 Cost of Customer Acquisition

COCA is also called Performance Marketing

1. Estimate the Lifetime Value of an Acquired Customer
 Lifetime Value (LTV) is the average revenue one will make on a new
customer
 It is also called Customer lifetime value (CLV)
 The longer a customer continues to purchase from a company, the
greater their lifetime value becomes.
2. Improving Customer Lifetime Value
 Customer lifetime value can be improved through - Customer
Satisfaction | Customer Retention
3. Types of Customer Revenue Streams
 One Time Revenue Stream: Real Estate Company
 Recurring Revenue Stream: Subscription Model
 Additional Revenue Opportunities: Upsell
 Repurchase Rate
4. Importance of COCA
 Return on Investment
 If COCA  Life Time Value = Business Loss
 If COCA  Life Time Value = Business Profit

Clarified Expectations helps in Customer Retention

1. Discuss the Complete Scope of Work

2. Availability on Weekends and Holidays

3. Availability on Weekdays

4. Method of Monitoring Progress

5. Process of Feedback and Approvals

6. Any other Policies and Procedures

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 There is only one boss.
The customer.
And he can fire everybody
simply by
spending his money
somewhere else

Communication – Clarified Expectations

1. If something could derail a project, record it!

2. Pre-communicate and Over-communicate

3. Ask for the Right Medium–Email/WhatsApp/Message/Call

4. If a Client is Upset, let him vent out-Emotions

5. Never go out of Communication

Post Linked in Sales

ABC stood for
Always Be Closing.
Now it means
Always Be Connecting.

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 Be There | Prepare | Say you Care

Remember: Feedback is the Breakfast of Champions

1. Friend Raising vs Fund Raising

2. Keep up with the Latest News about your Clients

3. Propose an Agenda for Every Meeting

4. Send a Recap Email after Each Meeting

5. Under Promise and Over Deliver

6. Say what you can do, not what you can’t

7. Be on time for meetings and calls. People might not comment on it, but

being late is noticed

8. Don’t Multitask on Calls - Unless there is a deep crisis, don’t take calls

during meetings with clients

9. Stay in touch. Not just when you’re paid to be.

10. Let the client know that you are prepared:“I looked at your website . . .”

“I did some preliminary research . . .”“I was reviewing my notes . . .”

“I read your latest book . . .”

11. Transparency Builds Trust - People are most Vigilant at the Start of a

Relationship

12. Personal caring counts hugely:

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 “Years ago, A customer left a message to cancel

the meeting because his wife had a health emergency.

I left him a message saying I hoped his wife was OK. He’s never

forgotten that I was the only one who called to express concern for his

wife.”

13. While Breaking a Bad News, – Stay Close Staying close helps you

manage perceptions - Acknowledging ≠ Admitting

14. If there is a Complaint, always begin with a Good News

15. Mutually Agree on the Process of Moving Forward

o Suggest Solutions; Talk about Positives

o Follow-up in Writing and Take a Buy-in

16. Reputation is the New Currency

17. Honor your Commitments

18. “I CAN’T” vs. “I CAN” STATEMENT

19. Don’t take Blame for what isn’t your Fault, but take Responsibility

when it is

20. Never Let the Client Dominate – Be Assertive!

21. Always Have an Exit Strategy with a Tough Client

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 Next New Market

1. Identify Gaps in the Outer Market

2. Begin with Smaller Market of Periphery

3. Give Less Quantity and Less Credit to Distributor

4. Don’t Block your Money… Take Payment before 2nd Supply

5. Discuss and Keep a Credit Limit with your Distributor

6. Focus on the Depth not on Width (Become a Local Brand)

7. When your Market Share is 10%, then Move Further

8. Create Visibility in Local Market First

9. Keep the Delivery and Distribution Cost Reasonable

10. Commercial Terms has to be Same Across Trades

11. Estimate the Total Addressable Market (TAM) Size for Next New

Markets

12. Plan your Next New Market

13. Next Market that you Identify after Focused Pilot Market

14. 2 Questions for Follow On Market

 What's the total Opportunity Size
 Readiness with Team – Tech – Training For Next Target Market

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 15. Define your Core - After your Experience with
Focused Pilot Market
 Reason for Customer to Switch
 Must have at least 1 single thing that another company doesn’t have
 Core provides you a certain level of protection
 A Core is an advantage that continues to put one ahead of his
competitors
 Startup Success depends upon the Core of the Company.
 Core is also Called Secret Sauce
 Most Concentrated Way to gain differentiation from your
Competitors
 If Core has Clear Strength and more clarity then surely Investor will
invest in the Business.
 First Mover advantage can never be the core of the Company but it
can help in capturing more market

How to Build Core? (Fundamentals of a Strong Core)

 Unique: This asset is difficult for anyone else to replicate.

 Important: Something your target customer values very high
 Grows: It should increase in strength over time against competitors
 VIS --- Valuable – Inimitable – Scalable

Examples of Core

1. Intellectual Property Protection - Microsoft

2. Patent and Licensing - Pharma Industry

3. Distribution Network – Unilever/ Pepsi

27
 4. Exclusive Rights - Xiaomi/Flipkart

5. Proprietary Technology - Krypton(Oyo)

6. High Capital Investment - Reliance Jio

7. Economies of Scale – D Mart

8. Brand Equity - MSeal and Fevicol

9. Excellent Customer Service - Dominos

10. Loyalty Beyond Logic - Apple

11. Ongoing Innovation - Hindustan Unilever

12. National Sentiment - Patanjali

13. Subscriber Base – Aaj Tak Channel

14. Product Differentiation - Apple(Quality) | Xiaomi (Price)

15. Trade Secret - Coca Cola

16. Trust - Real Estate

17. Manufacturing Efficiency - Mc Donald’s

18. Quality and Reliability – Toyota Innova

19. Customer Cost of Convenience - iOS and Android

20. Accreditations and Certifications - FSSAI| NABH| IDA

21. Market Responsiveness - Google

22. Personality – Dr. Vivek Bindra

Core of Apple

 Unique Operating System

 Non Hack able | Non Replicable Hardware & Software

28
 How to Scale your Business?

1. Immediate Cash flow

Will there be income soon (5), or will it take longer (1)?

2. Regular Cash flow

Will the Income be Predictable (5) or Periodic (1)?

3. Sustainable Cash flow

Will the Income Continue (5) or last for a Limited Time (1)?

4. Increasing Cash flow

Can the Income Increase Overtime? Yes(5) or No (1)

5. Your Personal Time to Manage

Hours Per Month of your Time? None (5) or A Lot (1)

Convert Critical into Repeatable

MBA (Management By Absence)

1. INTEGRATION: One Person doing Many Things

2. DELEGATION: Delegate what you Cannot Do

3. ELIMINATION: Eliminate what is Not Needed

4. AUTOMATION: Build Technology

5. LIBERATION: Outsource

29
  More Customers = More Turnover

 More Transactions = More Turnover

 More Frequency (Loyalty) = More Turnover

 More Price (Strategic) = More Turnover

 More Products = More Turnover

Solopreneur to Entrepreneur

If you have more work than you can handle most of the time
 Raise your Prices

 Market yourself to Higher-tier Clients

 Be Selective about what you take on

 Subcontract Work

 Develop Passive Income Streams

Research New Markets – Geographical Expansion

 Availability of Resources

 Consortium Based Projects

 New Technology Transfer Agreement

 Home Market Becomes Saturated

 Political Factors in Destination Country or City

30
 Economic & Legal Factors in Destination

Country

 Consideration of Working Capital

 Localization is the Real Globalization

 Inorganic Strategy - Acquisition

 Distributor, Super Stockiest and C&F

Consistency is the Cost

Discipline is the Fee

31
 10 Day
MBA
Day 2
Market Research &
Product Development
0
 Market Research & Customer Centricity

Market Research

 Deep understanding of Buying Behaviour

 What Influences the Purchase Decisions

 Initiator | Influencer | Decider | Buyer | Consumer

Market Validation

 Series of Consumer Interviews in Target Market

 To see whether they actually work

 Evidence that Approves or Disproves Assumptions

 Market Research will Reduce Uncertainty

 Organize Your Market Research

 Do survey to understand perception of your product

 Most of the Entrepreneur Generally Skip this Step and Trust on

Intuition

Doing Business without

Market Research is Like
Driving with your Eyes Closed

1
Example of Fail Business due to Assumptions:

 Urban Company Founder Abhiraj Singh Bhal has founded his First

Company “CINEMABOX” based on Intuition not on Research

 And as a Result Whole Business Failed so he Researched again and

Established “ Urban Clap”

Need for Market Research

 Is there even a desire for my product or service?

 How many people would be interested in the product or service I’m

considering selling?

 How old are they? Where do they live? What are their income levels?

 How saturated is the market?

 How many such offerings are currently available?

 What are Consumers paying for these Alternatives?

 Are there any threats my industry is facing?

 Are any technology shifts influencing my industry?

 Any new markets opening up that could mean growth for my

business?

 How many people possess the skills I’m looking for in my team?

2
Litmus Test
1. Is the Customer Ready to Prepay for Solution

2. Is the Customer Ready to Put down a Deposit

3. Will He Provide a Letter of Intent

4. Or at Least, He will Agree to a Pilot or Trial

5. At Last, he should at Least Express a Strong Interest in Purchasing if

certain Conditions are met

Types of Market Research

1. Primary Research
 First-hand Information about your Customers directly from the

Customer

 Interview | Online/ Physical/ Phone Survey | Focused Group

Discussion

 Conduct ‘Follow Me’ Home Research

 Focused Group Interviews of Existing Customers

 LEGO
 Over the years, LEGO has primarily been a boy oriented toy company.

However, LEGO didn’t want to limit itself to only cater to one gender.

 LEGO uses Market Research to Promote Inclusivity for all Children to

play with its toys

3
 LEGO conducted a study =>

Only 9% Girls play with LEGO

 LEGO conducted a Research involving 3,500 girls and their mothers to

understand the children’s playing habits

 This market research included studying the girls’ playing habits and

extensive questioning regarding what would make Legos more

interesting for girls.

 As a result of the market research study, LEGO launched a new toy line,

“Friends” to encourage girls to play with LEGO toys.

 Brick Colours were changed to Bright and Vibrant Colours

Pink, Green, Lemon, Neon, Fluorescents etc.

 45 Female Figurines and Accessories such as Hairbrushes and Purse

were added + Packaging Changed

 45% Girls Shifted from Dolls to Playing LEGO in the First Year

4
2. Secondary Research
 Public Records to draw Conclusions around Trend Reports,

Market Statistics, Industry Best Practices & Sales Data etc

 Useful for Analysing your Competitors

 Public Sources

o Books/ Magazines | Newspaper | Government Reports | Website

| Government Data | Telephone Directories | Public Speeches |
Budgets | Press Conferences
 Commercial Sources

o Trade Associations | Research Associations |

Financial Institutions | Banks

3. Brand Research
1. Brand Advocacy: How many of your customers are willing to

recommend your brand?

2. Brand Awareness: Does your target market know who you are and

consider you a serious option?

3. Brand Loyalty: Are you retaining customers?

4. Brand Penetration: Percentage of your target market using your brand?

5. Brand Perception: What do people think of your differentiating

qualities?

5
 6. Brand Value: How much are people willing to pay extra for an

experience with your brand over another?

4. Campaign Effectiveness Research

 Evaluate whether your Advertising Messages are Reaching the Right

People & Delivering the Desired Results

 Walmart
 In 2005 – 2006, Walmart was facing a Downturn

 Footfall went down | People would not Visit

 Everyday Low Price => Save Money. Live Better

 Cheap/ Bad/ Shameful => Economical/ Respectful

 By 2010 Wal-Mart was the world's largest public corporation by

Revenue, according to the Forbes Global

 Market Survey Outcome => Customers will respond to companies that

they believe will help them achieve their goal

5. Purchase Path: Touch Points

 Identify Pains & Gaps in Customers Buying Process

 Scanning all Interaction Touch Points

 What’s your Score on each one of them? Rate on a Scale of 1 – 10, where

1 means very bad and 10 means excellent!

 Product Experience |Sales/ Retail Experience | Service Experience |

Communication & Branding Experience

6
6. Consumer Insights Research
 Once upon a time, Old Spice was 70 years old, and so were its biggest

fans.

 Sales were continuously going down. Company was struggling to keep

up. Company decided to do a Market Survey

 90% Men who took the survey said that

“It’s Grandfathers Brand’! | “It smells like Grand Pa!

 It worked for your Grandad | If your Grandfather hadn’t worn it, you

wouldn’t exist!

 “It smells like Grand Pa! => Smell like a Man, Man!

 Overall Sales went up by 27% in the first Quarter of the Re-Launch!

7
 If you want to conquer
Today
you have to search
Yesterday

7. Mystery Shopping
 Starbucks is the Largest Coffeehouse Chain in the World because of its

Value for Market Research

 Over the past 12 years, Starbucks has used Market Research which

includes:

o Tracking Cultural Trends

o Monitoring Social Media
o Gathering Customer Feedback
o In-store Product Testing
o Thermometer | Gram Scale | Evaluation Form/ Diary |
Spy Camera | Consistency Measurer
 Each store must be visited Four Times

o First – Just at the time of Store Opening

o Second – Just at the time of Store Closing
o Third – During the Day on a Busy Weekend/ Festival Time
o Fourth – During the Day on a Not Busy Weekday
 Each time period requires a different drink to be purchased

 Cleanliness outside the Store - Trash

8
 Parking Hassle outside the Store

 Cleanliness inside the Store – Overflowing Dustbins

 Bathroom Hygiene/ Store Hygiene/ Floor to be Cleaned

 Pastries/ Food Items to be Systematically Kept

 Pastries/ Food Items to be Labeled Properly/ Visible

 Counter should be Clutter Free and Clean

 Order Taking Process – Smooth and Quick

 Stopwatch to Calculate the TAT

 Behaviour of the Staff

o Entry - Welcome
o Remember Name
o Sit Idle/ No Order
o Smile/ Eye Contact
o Change Order/ Refill
o Warm/ Welcoming/Courteous/ Helpful
o Exit - Thank You
 Behaviour of the Staff - Payment

o First – Give Debit Card => Put Wrong Pin

o Second – Give Non-Functional Debit Card
o Third – Give Cash – Highest Denomination Note
o Fourth – Pay the Right Amount using Credit Card
o Fifth – Don’t ask for Receipt/Wait for him to Give

9
8. Convenience over Cost vs. Cost over Convenience
 Convenience Over Cost => Sketchers Shoes with Memory Foam

 Cost Over Convenience => Sattu – Power Booster

9. Feeling over Food vs. Food over Feeling

 Feeling over Food => Barbeque Nation

 Food Over Feeling => वैष्णो भोजनालय

Understand your Customer

and Create Convenience
in such a way that
the Product or Service
becomes a Necessity

10. Consumer Behaviour

 In 1879, Dr. Joseph Lawrence Developed the

Original Formula for Listerine

 Gained Popularity in West as a Mouthwash for Fresh Breath before

Kissing

10
 Launched in India in1920s – Failed because

Couples in India don’t Kiss in Public (Looked upon as Bad Product)

 Re-Launched Listerine as a Cure for “Halitosis”

(Germs in Mouth Causing Bad Breath)

 Even Today - Listerine is Marketed as Antiseptic &

Treatment for Bad Breath etc.

11
11. Timing Based Positioning Strategy – Predictive Adoption
 Brand Bisleri holds 60% Share => Synonymous with Water

 Bisleri was Founded by Signor Bisleri an Italian Chemist-later turned

Businessman as Alcohol Hangover Remedy made up of Cinchona

(सिनकोना), Herbs and Iron Salts

 Came to India in 1960s => Failed in India bcz Indians don’t care about

Hangover

Indians Drink – Chai and Water

 In 1965, First 'Bisleri Water Plant' was setup in Thane, Mumbai

 Considered Foolish because during that time selling water in India was

nothing less than madness. It was Available in Abundance and People

were Immune

 Started Targeting => 1. Foreign Tourists Staying in 5 Star Hotels

2. Rich & Affluent Families | 3. Expensive Restaurants

12
  Failed &.. Company Sold the Bisleri Water Plant

to Ramesh Chauhan (Mastermind of Parle Company) for just Rs 4 lakh

in 1969

 Later at Right Time It Spread like Wildfire in the Indian Business

World

 Later, With Parle, Brand became renowned across India

12. Fair & Lovely Fairness Cream

 Launched as ‘Vitamin Formula Cream’ in early 1970s

 Awareness of Vitamins etc. was so Limited that it had Below Average

Sales

 Indians in those Days were Obsessed with Fair Skin

Dark Skin Women – No Job, No Marriage, No Confidence

 यहााँ तो बच्चा गु सिया भी गोरी लेता है

 Carrom में भी काली गोटी के 10 और िफ़ेद के 20 अंक होते हैं

13
 Considering Fairness over Dark Complexion, Vitamin Formula Cream

became Fair & Lovely Fairness Cream

 It became such a Massive Hit that HUL Patented the Melanin

Suppressor Chemical named Fair & Lovely in the same year.

 Occupied around 80% Market Share in Fairness Cream Category in

India

 Multivitamin | Anti Marks | Winter Care | Natural Glow | HD Glow |

Ayurveda | Sun Protection | Fair & Lovely Men

 Online Backlash: Racism Debate => HUL decides to Drop ‘Fair’ from

‘Fair & Lovely’

 Times Changed => Black is Beautiful

 Fair & Lovely is Now => Glow & Lovely

14
 Market Research Failures

1. Mc Donald’s
 In 2005, McDonald’s Faced High

Pressure about their High-fat Meals.

Decided to Launch a Range of Healthy

Salads.

 Seemed like a Smart Idea that Could

Capitalize on the Rising Trend for

Healthy Living

 Customers didn't enjoy the Salads as much as they did Fries and Burgers

 McDonald's responded - flavors of the salads - added Sauces, Dressings,

Fried Chicken & Meat

 After adding dressings and sauces, some salads would contain even

more calories and fat than Double Big Mac

15
 Unfortunately salads turned out to be actually

worse for health – Research suggested

 Lack of Focus – Shifting Identity – Mc Donald’s

 Healthy Salads is Our Biggest Research Failure and Worst Business

Strategy – Chris, President & CEO, McDonald's Corp.

 Discontinued Healthy Salads within 1 Year => Burger and Fries

Continues

16
2. Colgate
 Colgate Branched out into the Frozen Food Section

 Perhaps they thought customers would enjoy a Colgate Dinner before

Cleaning their Teeth with Colgate toothpaste

 Consumers had long associated Colgate with Oral Hygiene, and could

not extend that Brand Association to Food Products

 While Clean Teeth Certainly are Attractive and Desirable, Toothpaste

itself is not very Appetizing

Classic Lesson in
Market Research
& Brand Extension
Don’t Ask Customers to
Radically Shift their
Understanding of your Brand

17
3. Patanjali
 Patanjali Paridhan Stores sells everything from

Saffron Langots to Sanskari Skirts

 Jeans is a Western Concept and there are Only Two Things we can do

with Western Concepts => Either Boycott them or Adopt them

 Patanjali Presents their Indianised Versions

Swadeshi Jeans Saffron Langot Sanskari Skirt

 In FMCG, ‘Giving a Tough Competition’ to Nestle and Colgate was

possible because the Food Category is not a Status Symbol

 Shoppers consider Trust Factor

while Buying Food Items which

Baba Ramdev had Built -

because of his Identity &

Knowledge in Yoga and

Herbal Medicines

18
 Those who buy Levi’s – never wear Patanjali

 People are Happy to Pay 10 Times More for Levi’s because They Don’t

Buy the Jeans – They Buy the Brand Clearly, Price Plays No Role

 Patanjali => Target People who never chose to wear Branded Jeans due

to its Price

 For that, there is a Huge Unorganized Market of Non-Branded Jeans

 Patanjali is Known for Ayurveda Products Jeans and Ayurveda is no

Combination

 We can wait for discounts at Levi’s for the other three months but will

never buy Patanjali Jeans - Delhi University Students -

19
Failed Brand Extentions due to Bad Market Research

Harley Davidson Bike => Harley Davidson Cookie

Virgin Airlines =>Virgin Bridal Wear

20
Cadbury Chocolate => Cadbury Mashed Potatoes

Levi’s Jeans => Levi’s Suits

21
 Maggi Noodles => Maggi Pasta

Samsonite Luggage => Samsonite Jacket

22
Cheetos Cheese Balls => Cheetos Lip Balm

Virgin Atlantic Airlines => Virgin Cola

23
 Tesla Car => Tesla Golf Balls

Heineken Beer => Heineken Shoes

24
Cosmopolitan Magazine => Cosmopolitan Yogurt

Virgin Atlantic Airlines => Virgin Water Purifier

25
 Customer Centricity

Customer Centricity is the Real Disruption

 OYO did not Kill the Hotel Industry:

Limited Availability and Pricing

Options Did

 Amazon did not Kill Other

Retailers: Bad Customer Service

and Experience Did

 Uber did not Kill the Taxi Business: Limited Taxi Access and Fare

Control Did

26
 Product Development through Design Thinking

How to Measure MVBP (Minimum Viable Business Product)?

 Take MVBP to the customers to see if they will ‘repeatedly use and pay’

for the product

 Collect data to see if they are using it and how engaged they are as users.

 Are they advocating for product with word of mouth.

 After collecting data - Now look for trends and understand key drivers.

 Go beyond MVBP to Determine which features to be scaled..

The only way to win

is to learn faster
than anyone else

8 Points to Consider Before Design Thinking

1. Start with the Existing Data

2. Interview the Internal Stakeholders

3. Identify Pains & Gaps in Customers Buying Process

4. Scanning all Interaction Touch Points

5. Conduct ‘Follow Me’ Home Research

27
 6. Focused Group Interviews of Existing

Customers

7. Analyse your Competition

8. Diary, Study and Feedback Form

Examples of Metrics for Validating MVBP:

 User Ratings

 User Engagement

 App Downloads

 Retention Rate

 Repurchase Rate

 Percentage of Active Users

 Percentage of Paying Users

 Average Revenue Per User

गलतिय ों से नािेदारी नही ों

उनक सुधार कर
समझदारी है सही

28
 Design Thinking

 Design Thinking starts with Empathy

 Divergent Style thinking to Explore Possibilities

 Convergent Style Thinking for Potential Solutions

Design is not what it looks and feels like.

Design is how it works.

Steve Jobs (1955 - 2011) Co Founder - Apple

Stages of Design Thinking Process

Stage 1 -Empathy

 Have a Beginners Mindset

 Never assume you know the answer. Always ask why

“Why did you do/say/think like that?” etc.

29
Stage 2 - Define the Problem

 Put together the information you have gathered during Stage 1

 Answer Two Fundamental Questions

o What is my Customer’s Burning Problem?

o How can I solve it in such a way that my customer cannot solve
it on his own?
 Why is ‘Stage 2 - Define the Problem’ so Important?

o Goal of your Design Project comes from Here

o It helps you Steer in the Right Direction
 Focus on the User

o User and their needs should be the Center of your problem

statement
 Techniques to Write The Problem Statement

30
 Let’s take an example of a young working

professional who wants to eat healthily, but finds it difficult to do so

o Why is she not eating healthy? She orders takeaway everyday

o Why does she order takeaway every day? Her fridge and
cupboards are empty.
o Why are the fridge and cupboards empty? She hasn’t been grocery
shopping in over a week.
o Why hasn’t she been grocery shopping? She doesn’t have time to
go to the supermarket.
o Why doesn’t she have time? She works long hours and is
exhausted.

The Root Cause here is

Lack of Time
So your Solution
should Focus on
Efficiency and Convenience

Your final
Problem Statement should be
“Young Working Professionals
need a Quick & Convenient
Solution to Eating Healthily.”

31
Stage 3 - Ideate the Solutions - Start to "think outside the box"

 Identify New Solutions & Alternative Ways of Viewing the Problem

Statement

o Brainstorming
o Story Boarding
o Best/ Worst Idea Contest
o Questioning Assumptions
o Sketching
o Analogies
o Trigger Statements
o Fill in the Gaps
o Flowcharts
o Identifying parallels
o SWOT Analysis
o Group Ideation
o ‘What if’ Situations
o Round Robin
o Role Play

Stage 4 - Create a Prototype

 Prototype => Inexpensive version of the Final Product

 Share and Test within the team itself

 Experimental Phase. Ideas can be Accepted, Rejected, Improved or Re-

examined

32
Guidelines for Prototyping
 Start Building …. Don’t wait for Perfect Timing

 Don’t Spend too much Time

 Build with the User in the Mind

Stage 5 - Test

 Testing your Prototype on Real Users

 You’ll learn where your prototype succeeds and where it needs to be

Improved

 Testing help your Product remain User-centric and Bug free

 You are able to Identify Issues before you take the Final Product to

Market

Business who Re-invented Themselves with Design Thinking

 Air BNB
 Biggest Online Rental - Home, Hotel Rooms, Apartments, Homestay

across the world

 Traffic on Website but Unable to convert that into the checkout.

 There was a common pattern in the pictures uploaded

 Pictures were taken from Smartphones

 Quality and Neatness was Missing

 Not all the rooms of the homes were shown

33
  Those interested had no idea where they were

going to live

 People were not booking rooms because they couldn't even actually see

what they were paying for

 Airbnb tossed out a complete solution to the problem

 Hired Professional Photographers and Rented HD Cameras

 Spent time with customers listing properties

 Replaced the amateur photography with beautiful high-resolution

pictures.

 Week later, improving the pictures resulted in

doubled the weekly revenue

 Aarambh Help Desk

 Transformative Gadget for the Poor of India

 Schools in rural India could be as worse as we can't even expect

amenities like a writing-table, a chair to sit or school bag are rarely

viewed

 Bad Posture, Poor Eyesight, Bad Handwriting

 Challenge was to build a product which is economically viable

& easily to produce in large scale

 Aarambh collected discarded carton from retailers, corporate houses and

retail outlets

34
 Cartons were then folded to form a portable

writing desk, which also doubles up as a school bag

 Immediate Outcome was a drastic decrease the school drop-out rate in

rural India

 Student in this school study comfortably & cheerfully

 Aarambh was able to achieve their 'most economical' target by making it

in less than Rs 14

 Life Saving Dots: An Idea that is Saving Lives of Millions of Women in

Rural India
 Millions of women across rural India suffer from breast cancer,

fibrocystic breast disease. These cases are linked to Iodine Deficiency

 Supplements in the form of pills are available but women weren't

getting or taking them

35
  The real challenge was how to help these women

get the required dosage of iodine?

 Almost every Indian woman wears a Bindi. It is a traditional symbol of

beauty in India

 The Life Saving Dot an idea that transformed Bindis into Iodine Patches

 Every woman requires between 150–220 micrograms of iodine daily

 These bindis dispensed that amount to the wearer daily

 Distributed to women via health camps and clinics in villages

 Drastic Fall in the Iodine Deficiency Cases

 UberEATS
 UberEATS - Mission ‘To make eating effortless for everyone,
everywhere’
o People get more options to eat.
o Restaurants are able to build their business
o Delivery Partners also gets another way to earn good money

36
 Conducted Interviews with delivery partners,

restaurant owners and consumers

 Uber designers tested their prototypes with Real Users, Delivery

Partners & Restaurants

 Immersion Technique of Empathy in Design Thinking

 For example – Providing options to driver to do rides and deliveries both,

to let them early more money

 By combining Technology and Design Thinking UberEATS is able to

overcome complex logistical challenges

 Pill Pack
 Pill Pack is Trying to Solve the Problem of Drug Adherence by

Simplifying your Medicine Cabinet

 One in 7 Indian takes more than three medications a day

 Roughly 40 % of patients don’t take medication exactly as prescribed -

WHO

 After a certain age, it’s difficult to remember medication

 For youngsters, its Pure Laziness

 Multiple Medication Hassle

 Pill Pack is an online pharmacy that delivers prescription drugs.

 Followed a design thinking approach while crafting its brand strategy

37
 Received great reviews for its business model

and recorded impressive growth numbers

 In 2014, Time Magazine called Pill pack that year’s best invention.

 In 2018, it was acquired by Amazon for $1 billion.

 Medication Arrives in Pre-sorted Clear Plastic Packets,

Large Font with Vital Information: Day, Time, Date, Pills, Dosages

 Oral B
 Oral B was struggling in 90s to sell toothbrushes for age group 3 -5

 They tried everything but nothing worked

 Discount | Free Gifts | Schemes | Design Change | Coupons |Marketing

 They had 23% Market Share and other companies had the same

38
 Design Thinking Principles were Applied

Doctors, Psychologists, Parents, Paediatricians, Dentist, Kids - All were

interviewed

 After the Launch – Market Share went up from 23% to 72%

Dropping of Brush Grip – Small, Colourful,

Punching and Hurting Thick from Bottom

 Nike – Transparent Shows

 In Order to Avoid going out of trend The Designers Redesigned the

Shoes with a Transparent Panel. This Allowed the Wearer to Show the

Socks Underneath. It quickly became a fashion statement in America

 Failed Miserably in India -

क्योंकि यहााँ लयग छे द वाले मौजे

पहनते हैं

 हमारे यहााँ नया सामान इस्तेमाल

िरने िा Culture नह ों है

39
  Nike went back and came back with Shoes with Sweat Absorbent

System Bcz in India People Sweat More because of Heat

Companies whose DNA is Design Thinking

S.No. Company S.No. Company

1 Google 9 Mc Kinsey

2 Nike 10 Samsung

3 Facebook 11 Pepsi Co.

4 Apple 12 Hindustan Unilever

5 Microsoft 13 Urban Company

6 Adidas 14 Pay TM

7 IBM 15 Byju's

8 Reliance 16 Amul

40
 CatMan Strategy (Category Management)

Steps to Plan your New Product

1. Is this product Aggressively contributing to the Top line

2. Is this product Aggressively contributing to the Bottom Line

3. Identify the Efforts required for Developing a Sub-Category Product

4. Check Sub-Category Product Quality if it is a Low-Quality Product, it

will Impact the Sales of your Existing Product

5. Identify the Manpower Needed to handle new category

6. Check whether your new Category matches with your Brand Identity

7. Check whether your SKU is Supporting your Brand Identity or Diluting

it.

8. Check the Quality of Raw Material, Packaging Material and Final

Product

9. Check whether it is a Seasonal Product or Continue Product

10. Check the Total Market Size of the Product

11. You need to Set your Priorities in the Business - ABC Analysis of

Inventory Management

12. Plan your Working Capital and Funds before Developing a new

Category

41
 Bait & Hook Model

Base Product Recurring Product

Razor - Rs. 351 Blade - Rs. 680

All Out Machine - Rs. 89
All Out Refill - Rs. 67

Kindle E-Books

Gun Bullets

Coffee Machine Coffee Capsules

Printer Cartridge

Video Game Software

Water Purifier Filter

Company Product
िस्ते में दे ती है और सिर
(Recurring) बार बार उपयोग होने वाले
Product मेहेंगे में
बेच कर पै िा कमा लेती है |

42
 Building an Ecosystem

जीव जीवस्य जीवनं

 5 of the 10 Most Valuable Companies in the World today Apple,

Alphabet, Amazon, Facebook, and Microsoft Derive much of their

Worth from their Multisided Platforms (MSPs), which Facilitate

Interactions or Transactions between Parties

o Connecting the Unconnected | Multi-Sided Transaction

 Digitalization लयितोंत्र (Democracy) िा 5th Pillar बन गया है

Digitalisation
Administration

Judiciary

Media
Law

43
Dynamic Shift from Traditional To Digital
 Digital is more cost-effective in Reaching Consumers

 Digital brings Higher ROI

 Digital=>Automated Process=>Increased Efficiency

 Streamlined Processes => Higher Productivity

 Digitalization has the Potential to Save up to 90% on Operational

Expenses

कभी िोचा नही ं था की

Digitalization
इि कदर बढ़ जायेगा
सक प्यार का भी
Online व्यापार शुरू हो जायेगा

Now- Benefits of Platforms

 Platforms allow smaller businesses to extend their operations beyond

their home state

 They Increase Consumer Choice and Convenience

 They Improve Efficiency & Competitiveness of Industry

 Participation of connecting the unconnected

 Platforms Reduce the Effects of Geographical Barriers

 Platforms let Customers Help Themselves

44
 Platform Based Product

Platform Business Demand Side Supply Side

Amazon Buyer Seller

Booking.com Traveller Hotel/ Airlines

Google Reader Website Owner

Spotify Listener Artist

Uber Rider Drivers

Air BNB Guests Hosts

Pipe Business vs. Platform Business

 Pipe Business: Creates Value in Linear Fashion with Centrally

Employed Staff and Owned Assets

 Platform Business: Creates Value by Orchestrating Interactions

between External Producers and Consumers

पुरानी बाि है
माल दो - पै िा लो -

नयी स च
Platform बनाओ किन्दग भर िमाओ
45
 Blockbuster vs. Netflix
Blockbuster Netflix

Store Convenience of Home

You’ve to know what you want to Watch Search is Easy – Based on Interest

CDs/ DVDs Internet Streaming

Chances of Theft/Damage No Such Threat

Mainly made profit off of late fees, i.e Made profits by giving extra services
penalizing their customers. to customer
Today Blockbuster has
Only 1 Last Working Store in America,
While Netflix is the Largest Streaming Service in the World

Taxi vs. Ola/Uber

Traditional Taxi Digital Uber/Ola

Limited Vehicles at a Taxi Stand Un-Limited Vehicles

Choice of Car
Take what is Available
(Sedan/XUV/ Luxury)

Safety Issues/ Local Drivers Background Checked Drivers/ Safe

Feedback not just taken but acted

No Feedback Mechanism
upon
Limited Waiting
Waiting/ Booking Hassles
No Booking Hassles

Cash or Immediate Payment (Paytm) Cashless/ Debit Card

Go to the Taxi Stand Arrives where you are

46
Bookstore vs. Kindle
Bookstore Kindle

Limited Books Thousands of Books

Occupies Space in House No Physical Space Needed

Fonts can be
Strain on Eyes
Adjusted and Enlarged

No Longevity/ Tear Off Can be Stored Always

Dictionary Needed for Difficult Word

Inbuilt Dictionary
Meanings

Cater Local Audience Cater Globally

Reading is Mandatory Audio/ Book Summary

Can’t be Shared with User Id and Password

Long Distant Friend or Cousin to be Shared
Amazon owns more than 50% of the Print Book Market share and
more than 70% of the Ebook Market Share

Real Estate Agents Vs Digital Real Estate

Real Estate Agents Digital Real Estate

Property to Property Visit 3D Pictures - Saves Time

Limited Knowledge Dynamic Search Filters

Trap/Scam/Fool Legally Protected/ Credible

No Trust till the End Trustworthy

47
 Slow/ Limited Faster/ Wider

Limited Working Hours

Available 24x7
Work on Weekends
Examples of Real-estate apps in India=>
Housing.com|99 acres.com| Magicbricks.com| NestAway.com

 Restaurants => Online Food Delivery (Zomato/ Swiggy)

 Travel Agents => GoIbibo |Trivago | Make my Trip

 Beauty Parlour => Salon at Home (Urban Company)

 Single Screen Theaters => Book my Show

 Physical Doctor Consultation => Online Consultation

 Match Making Pandits => Shaadi.com

 Astrologer => Astro Talk

World’s Largest Content Company World’s Largest Accommodation

Owns No Content Provider Owns No Rooms

World’s Largest Taxi Providers World’s Most Valuable Mobile

Owns No Taxi Company Makes No Handset

48
 Customer Service is also a Product

According to American Express- Consumers spent 17% more with Companies

that Deliver Great Customer Service

Know Before the

Customer Tells You!

1. Jet Blue Airlines

 A man was running late to board Jet Blue Airlines from Boston

 He casually Tweeted that he couldn’t grab his Favourite Starbucks

Coffee before Boarding the Plane

 Within Seconds of Seeing the Tweet, JetBlue Customer Care Sprang to

Action

 The Airport Customer Service Reps delivered a Starbucks Venti Mocha

Coffee to his Seat on the Plane.

Your Customers
don’t always need
Large Gestures
but just want to know they’re
Appreciated

49
2. Tesla
 Tesla has superseded the Customer Service Experience by giving a Free

Home Service for Car Repairs

 Tesla literally meets customers where they’re at by going to the

customer’s home and fixing issues on their car

 It’s convenient for the customer because they don’t have to sit around a

repair shop and it can be scheduled on their own time

Customers Value
Time and Convenience
and as Evidenced by
Tesla’s High Prices
will even Pay more for it!

3. Baskin Robbins
 A 90-year-old woman was stuck in her house during a snowstorm with

no enough food

 She called around to several grocery stores and asked if they would

deliver, all efforts went in vain

 Her Granddaughter tweeted, that her Old grandmother is alone and

requested if someone can deliver food to her

50
  Finally, Baskin Robbins said they normally don’t

deliver food, but they would certainly help

 They delivered enough groceries for 20 days in less than 30 minutes ….

Plus - free of charge

 President Obama made a note of it and became the First President to

have endorsed a Brand

 Wherever he gets an opportunity, he endorses the Ice cream brand and

is often seen enjoying at Baskin Robbins

With this Small Act of Kindness

Baskins Robbins made the
Former President of
Most Powerful Nations
their Unpaid Brand Ambassador

4. Ritz Carlton Hotels

 Ritz-Carlton Employees are allowed to Fix any Guest Problem - No

Questions Asked

 A customer once left his Mobile Charger behind.

 Usually, in such cases, the item is Handed over from Housekeeping to

Lost and Found

51
  In this exceptional case, Ritz Carlton whose

policy is Exceeding Customer Expectations – Shipped the same Mobile

Charger Even Before the Customer Reached Home

 When the customer reached home, there was a packet at the gate, which

read, “We just wanted to make sure you get on time”

 Till then, he didn’t even know that he has left his charger behind

 इससे पहले कि िस्टमर बैग खयले, चाजज र ढों ढे - परे शान हय, और यह याद िरता

रहे कि मैंने िहााँ छयड़ कदया Ritz Carlton ने येह सब हयने से पहले ह उसिा

खयया हुआ सामान (जय कि उसिय पता भ नह ों था कि िहााँ खयया है ) पहुों चा कदया

This is Customer Centricity

A Customer’s Error can be

a Great Opportunity
Use it as a Chance
to Go Above and Beyond

5. Lego
 Long-time a Young 7-year-old boy had spent all his Christmas Money

on a Ninjago (Lego)

 He wanted to take his toy to Walmart – but father refused. He said, that

you might lose it. He didn’t hear his father – and lost the toy

 Losing a Favourite Toy feels Devastating to a Young Child.

52
 He was so Disturbed by Losing this Toy that he

almost stopped Playing with any toy there after

 His father shared some pictures of him along with a story explaining his

Loss on the Social Media

 Lego Staff saw it and decided to take extra-special care of this young

loyal customer. The response he received was nothing short of amazing

 Within 3 Days, the Little Boy received a Brand New Ninjago, which he

lost along with 3 Different Figurines – all for Free!

 It’s so rare to see such a Thoughtful, Creative Response to a Distraught

Customer that this Story went Viral

Do you know?

68% of Customers Leave because they Perceive you don’t Appreciate them

53
 Customer Service
doesn’t need to be about Fanfare;
it can simply be-
Doing the Right Thing

6. United Airlines
 It’s always Heart-Wrenching when a Close Family Member Passes.

Sharing the Final Moments with a Person we Love can be a Small

Respite in a Truly Difficult Situation.

 When a United Airlines Customer got on his Flight, the mother he was

en-route to see was in her final hours

 Air Hostess Announced that Flight is Delayed. To add an extra layer of

distress, He knew that if he missed his connecting flight, he would likely

not see her before she passed

 After his first flight got delayed. He broke down into tears on the plane

 The flight attendant soon noticed his state and quickly found out what

was wrong.

 She immediately went and Conveyed the same to the Captain

 Within minutes, His dilemma was relayed to the captain, who radioed

ahead to His next flight.

54
 The flight’s crew responded by delaying the

flight’s departure to make sure he got on board.

 When He finally sat on the second flight, he realized how much went

into getting him onto the plane.

 The result of many staff members working together to go above-and-

beyond the call of duty to help this customer was that He made it to the

hospital in time to see his mother.

 She died that very day afters seeing her son

 The Guy was emotional by the Extreme support extended by the

Airlines that he filled the Social Media by Expressing his Immense

Gratitude for the Team who was Willing to Pull out all the stops to

assist in any way they could.

Airlines are Evaluated

Based on their Ability to Keep a
Schedule.
Airlines Compete with
Each Other on the
Best on-time Departure Record.

Customer Service isn’t about Telling People How Awesome you are, it’s about

Creating Stories that do the Talking for You

55
  Soon his story became so Viral that all major

news Channels also covered it, so much so that they even got a shout

out from the President of United States

7. FedEx
 A 62 year old Grandmother made गयोंद िे लड् ड at home for her Daughter

who has just delivered a Baby in Mumbai

 Due to Lockdown, she could go herself, so she couriered them to her viz

FedEx requesting for overnight delivery

 The next day while the Delivery Guy was on the way to deliver the

Laddus met with an accident and broke the jar

 The Delivery Guy informed the Station In charge about the

mishappening, and they decided to make up for it within the time slot

promised

56
 A Girl from his team immediately started

making the same laddus at home by looking at YouTube videos of –

How to make Homemade गोंद के लड् डू? But she couldn’t get the same

taste

 Later one employee disguised himself as a amateur Chef wanted to

know the expert recipe of Laddus and called the Old Lady for Recipe

 After 3-4 attempts, the girl from the team quickly made Laddus with the

exact same taste. Packed it and delivered it

 Being high on Integrity, they called the Old Lady and told her the whole

thing and also admitted that they only called for the Recipe

 The old lady initially got angry, but by looking at the Gesture of how

the company made efforts for her parcel, she was overwhelmed and got

emotional

 Her daughter shared her story on Social Media and it got Viral to an

extent that a Short Story was made on it, which is available to see on

Amazon Prime

Today’s Customers
don’t just want
Products or Services,
they want Unique Experiences
that they can’t get
Anywhere Else.

57
8. Mahindra Holidays
 A receptionist at the Mahindra Holidays Resort in Coorg, Karnataka,

received a call from a guest who was stuck in traffic on the way to the

resort

 He was worried that he would not be able to check-in before the resort’s

restaurant ended its lunch service

 He did not want his children to go hungry. So he requested that some

food be kept aside for his family.

 When the receptionist informed the Kitchen staff to hold some food for

the family – they told her that this family cannot reach before late

evening bcz the route they have taken is completely blocked as the Chief

Minister is passing through the same road

 The receptionist got some food packed and called the family – took their

location and drove on her scooty and delivered them on the way

Excellent Customer Service

is much more than about
giving people
Discounts or Refunds
when they’ve had
Bad Experiences with you

A Happy Customer is the Most Cost-Effective Form of Advertisement

58
Stages of Customer Service
 Excellence in Resolution with Best FCR/ TAT/ C-SAT/ AHT

 Anticipate Customer Requirement

 Know before the Customer Tells You

 Do before the Customer Yells at You

 Highest Delight with Proactive Approach

Truly Remarkable
Customer Service
goes beyond Fixing Bug or
Handing Out Discounts.
It’s about Leaving People with a
Positive Memory of
your Business.

59
 10 Day
MBA
Day 3
Strategy for Success

0
 Critical Success Factors

Football का Game भी बिना Strategy के जीता नहीीं जा सकता

Critical Success Factors are Factors that are Critical to the Success of your
Project, Department or Organization.

ले जर की तरह फोकस करें ,

टॉचच की तरह नही ीं।”
- माइकल जॉर्च न -

यदि जमीन पर नौ खरगोश हैं

और आप एक को पकड़ना चाहते हैं,
तो केवल एक पर ध्यान केंदित करें ।”
- जैक मा -

1. Profitability – Bajaj Consumer Care - 1/3rd Strategy

 First 1/3rd - COGS
o Manufacturing Cost/ COGS should not be more than 1/3rd of MRP
 Second 1/3rd - Distribution
o High Gross Margin needs to be maintained for High Distribution &
Advertisement Expenses
 Third 1/3rd - Gross Profit
o If COGS & Expenses are maintained, 1/3rd EBIDTA can be
maintained
 Percentage of Margin to be Maintained and Margin Should not be
Determined as Residual Profits of Fixed Price
 If MRP is fixed, Brand will have to Squeeze Expenses or Compromise
the Quality. So Keep Percentage of Margin Fixed

1
2. Consumer Satisfaction (CSAT) – Urban Company
 Urban Company has a High Customer Satisfaction Rate, with over 95%
of its Customers Rating its Services as Excellent or Very Good
 Connects Customers with Qualified & Trusted Professionals
 Because the Services requires Professionals to Enter Customer
Homes, Urban Company vets its Service Providers to Ensure Maximum
Safety of its Customers through Thorough Background Checks and
Police Verification
 Mandatory Training is Provided to Ensure Uniform Service Quality
 During the Lockdown, Strict Implementation of Safety Norms and
SOPs Strengthened Customer Belief in Urban Company

Nothing Great was

Ever Achieved
Without Focus

3. Reduce Cycle Time – Nitin Gadkari (Minister of Road Transport and

Highways of India)
 India’s ‘The Highway Man’ – Bal Thackeray fondly called him Road Kari
 Earlier a 12 Km Highway was built in 1 Day – Today its 38 Km in 1 Day
 Average Waiting Time at Toll Plaza in 2019 was 8 Min. In 2021 its 47 Sec
because of Fast Tag System
 He has a record of putting Charcoal on a 50Km Road in 100 Hours
 Built 75 KM Concrete Road in Just 5 Days
 Boost Current Revenue Streams
 New Revenue Opportunities
 New Product Development
 Enhance the Ratio of Revenue to Cost
 Create Volume Building Programs
 Drive up Customer Satisfaction
 Reverse Losses
 Streamline Operations

2
4. Cost Reduction – Thyrocare
 Calculated the COGS of COGS (Cost of Goods Sold)
 Test, whose Actual Cost is Rs. 100/- is Priced at Rs.500/- in Market to
Apportion the Capex Cost of Machines
 He Identified the Raw Material Cost of Raw Material;
which was only Rs. 5/-
 Introduced Package (Combo) System in Pathology Testing by Creating
a New Market of Wellness vs. Illness in Metro Cities due to Lifestyle
Diseases
 Did more number of tests with Same Sample, this Reduced their Cost per
Test. For eg, for every Additional Test, the Cost comes only Rs. 4/- 5/-

यदि आप हर भौ ींकने वाले कुत्ते

पर रुकेंगे और पत्थर मारें गे तो
आप अपनी मींदजल तक
कभी नही ीं पहीं चेंगे।”
- सर दवींस्टन चदचचल -

5. Loyalty - Apple
 According to CIRP - One of the World’s Leading Organization in
Consumer Behaviour Research States that Apple Maintained a Loyalty
Rate of More than 92% for the Past Three Years (2019-2022)
 The Calculation was based on the Percent of New iPhone Customers
who Upgraded from a Previous iPhone Model

3
6. Turn Around Time – LEGO
 One of the Top Toys Manufacturing Companies of the World with
Operations in more than 54 countries
 TAT is most often defined as the time from when an Item Enters a
Process Until the time it Exits the Process
 Businesses Use TAT to Assess - How Fast they can serve their
Customers. ... Services with less TAT help Create Goodwill and Trust
 Today, In Every Single Second 7 Lego Sets Sold
 Manufacturing 26 Lakh Lego Bricks Every Hour
What Does Lego Do to Maintain a Low TAT?
 Cut Unnecessary Steps
 Reduce Communication Gaps
 Identify & Focus on the Bottlenecks
 Reduce WIP in the Process
 Manual Steps, such as Paper-based Forms or Documents, Emails Sent
for Approval, Shared Files, Spreadsheets Used for Tracking, etc.
are Moved into a Workflow Automation System
 Regular Alerts and Reminders for Task Owners
 High Priority Escalation System
 Setting Timelines with Every Step
 Use of Technology (Automation) to Best Advantage
 Dashboards to Measure Efficiency and Speed
 Always have Plan B&C for Handling Disruptions
 Find out what is Holding Back your Company from Success
 Identify your Critical Success Factors
 In order to be Effective, a Critical Success Factor must:
 Be Vital to the Organization’s Success
 Benefit the Company or Department

Determining
Critical Success Factors
in Business is a
Cultural Responsibility

4
7. Turn Around Time – Dr. Lal Path Labs
 Low TAT = Happier Patients = Increased Revenues
 Pre-Analytical Phase: Sample Collection & Transport Samples to the
Laboratory
 Analytical Phase: Processing Blood/ Urine Samples and Running Tests
 Post-Analytical Phase: Creation of Report | Verification | Delivery
What Does Dr. Lal Path Labs Do to Maintain a Low TAT - Implement
Lean & Six Sigma?
 Lean is used to Systematically Remove “Waste,” or Anything that Does
Not Contribute Value to a Product or Service
 Six Sigma is Used to Improve Process Quality, Eliminating Defects in
the Process
 Automation to Reduce Manual Sample Processing Steps
 Auto Verification: Verifying Test Results via Computer-based Rules
without Manually Intervening
 Employ the Right Barcodes and Labels: Re-labeling Costs 5 Minutes
Extra Per Sample
 Efficient Transportation System to Ensure Safe and Quick
Transportation of the Samples

आप दजस चीज पर
ध्यान केंदित करते हैं ,
आपको वही दमलता है ।”
- टोनी रॉद ींस -

8. Net Promoter Score – The Oberoi (94%)

NPS is a Sentiment that How People Feel about what you’re doing. Your Efforts
Won’t Last – and you’ll just be Chasing a Meaningless Number Month after Month
– If you’re not improving your Customer Experience
- Raj Bahadur Mohan Singh Oberoi -
Oberoi Hotels & Resorts is voted as one of the World’s Best Hotel Chains by
Various Travel Sites

5
  Create A Culture That Looks For Problems
 Nurture with Promoters
 Engage with Detractors: Be Open-minded and Don’t take Criticism
Personally
 Overall Guest Satisfaction is Sacrosanct: Every Staff Member Plays a
Role in Building Guest Satisfaction – not a Department
 Integrate Personalization

Respond to your Customers

Being Unresponsive–
is a Sure Way of
Losing them to the Competition

9. Product Range – HUL

 HUL buy Brands to Increase Product Portfolio
 Merger with GSK Healthcare Nutrition and Health Food Drinks
 Acquired Aquagel Chemicals Pvt. Ltd. Soaps and Detergents
 Acquired Wellbeing Nutrition, Conscious Food Health and Wellness
Segment
 Acquired Mahashian Di Hatti Pvt. Ltd. (MDH)2nd Largest Leader in the
Indian Spice Market
 Acquired 51 % of a wellness product company Ayurveda Products, like
Ashwagandha, Ginseng, Flax Seeds, Pomegranate, Muesli & Barley
Grass
 Acquired V-Wash: Female Intimate Hygiene Category Underpenetrated
but Rapidly Growing Market
 Acquired Adityaa Milk Ice Cream and Frozen Desserts
 Acquired Indulekha and Vayodha: Premium Hair Oil Brand (Ayurveda)

6
10. COCA – Zerodha
 India’s Largest Stock Broker, which is Hugely Profitable unlike most
(Indian) Start-ups – has a COCA (or CAC) of 0 (Zero)
 Technology has resulted in Hammered Broker Fees
 Commission Rates have Dropped from 1.2% in the 80s to nearly 0.1%
Today
 Bringing the Advantage of Technology to Trading,
Zerodha has built an Internet-first Trading Platform
 With No Requirement to Have a Live Broker, to Execute Trades or Give
Advice, the Company has Literally No Cost to Execute a Trade
 This Allows Lowering the Price Per Trade and, Make Pure Margin Per
Trade
 Zerodha Lowered their Fees to a flat Rs. 20 Per Trade, Instead of
Commission Percentages – which Incentivized Higher Volumes through
Zerodha

अलग अलग चीज़ोीं पे फोकस करने से

आप कही ीं भी पहींच नही ीं सकते –
चाहे आप दकतने भी सक्षम क्ोीं न होीं।
- द ल गे ट्स -

11. Unit Level Economics – Salons

 Unit Level Economics: Direct Costs and Revenues Associated with
Business Model on a Per-unit Basis

Your Pricing will never be Right

if your Costing is not Right”

7
12. AMGR – Amul (Anand Milk Union Limited)
 Expansion in Milk Procurement
 Expansion in Processing Capacity
 Expansion in Distribution Network
 Added 50 New Products in 7 Years
 Income of Farmers Increased by 4 x
 Milk Procurement Price Gone Up by 2 times
 Turnover gone up by 238%

सफल योद्धा औसत आिमी होता है,

दजसका फोकस ले जर जैसा होता है ।
- ब्रूस ली-

13. LTVC – Salesforce and Zoho

 Lifetime Value of Customer: Prediction of Net Profit from Entire Future
Relationship

FOCUS = Follow One Course

Until Successful
- Dr. Vivek Bindra -

8
 Hoshin Kanri

Building a Visionary Company Requires 1% Vision and 99% Alignment

 Goals can be Reached Only through the Vehicle of a Plan No other Route
to Success
 Hoshin => Direction | Kanri => Administration
 When used together, they bring the meaning of “How do we manage our
direction”
 Communication (Kanri) & Action of Key Goals (Hoshin)
 Communication & Execution of Direction
Benefits
 Reduce Waste due to Lack of Processes and Lack of Direction
 Shortens the Communication Cycle
 Planning your Execution and Executing Your Plan are Different
 Dream is what we See Reality is what we Execute
 Shift from Excuses to Execution

Issue Based Strategy | SWOT | Strategic Drivers

Internal Environment
Strength (S)
• Excellent Sales staff with strong knowledge of Existing Products
• Good Relationship with Customers
• Good Internal Communications
• Successful marketing Strategies
Weaknesses (W)
• Currently struggling to meet deadlines – too much work?
• High Rental Costs
• Market Research Data may be out of date.

9
 • Cash Flow Problems
• Holding too much stock
• Poor Record Keeping
External Environment
Opportunities (O)
• Similar Products on the market are not as reliable or are more
expensive
• Loyal Customers
• Customer demand – asked for similar Product
Threats (T)
• Competitors have a similar Product
• Competitors have launched a new advertising campaign
• Competitor opening shop nearby.
• Downturn in Economy may mean people are spending less

Strength Questions for SWOT (Internal)

• Which Business Processes are Successful?
• What Assets do you have in your Team, such as
Knowledge |Education | Network | Skills | Reputation
• What Physical Assets do you have
Customers | Equipment | Technology Cash | Patents
• What Competitive Advantages do you have over your Competition?
Weaknesses Questions for SWOT (Internal)
• What Business Processes Need Improvement?
• Are there Tangible Assets that you’re Company Needs, such as
Money or Equipment?
• Are there Gaps in your Teams? Specify
• Is your Location Ideal?

10
 • What is your Competitor’s Edge?
Opportunity Questions for SWOT (External)
• Is your Market Growing? What are the Trends that will Encourage
People to buy more of what you are selling?
• Are there Upcoming Events that your Company may be able to take
Advantage of to grow the Business?
• Are there Upcoming Changes to Regulations that might Impact your
Company Positively?
• If you’re Business is up and running, do Customers think Highly of
You?
Threat Questions for SWOT (External)
• Do you have Potential Competitors who may enter your Market?
• Will Suppliers always be able to Supply the Raw Materials you need at
the Decided Prices?
• Can Technology Change how you do Business?
• Is Consumer Behavior Changing in a way that could Negatively
Impact your Business?
• Are there Market Trends that could become a Threat?

A Vision without a
Strategy Remains an Illusion

Success is 20% Skills & 80% Strategy

Fitting in is a Short-term Strategy,

standing out pays off in the Long Run

11
 Fortune at Bottom of Pyramid (BOP)

Poor People Pay more because they don’t have a Choice with
Local Monopolies of Bad Products
“Bottom of the Pyramid” refers to the poor people who are often forgotten
because they live at the bottom of the economic pyramid (2/3rd of Population)

BOP states that even the poorest markets in the world can be Revenue
Generating for Companies if they Tailor their Product and Packaging
Do you know?
• 45% of all Soft Drinks are Sold in the Rural Market
• 50% of all Motorcycles are Sold in Rural Areas
• 60% of all Cigarettes are Consumed by Rural Consumers
• 55% of FMCG Products are Sold in the Rural Market
• 50% of the National Income comes from Rural Areas
• 50% of LIC Policies are Sold to Rural Consumers
• Small SKUs Contribute to over 40% of Sales in Rural Areas
Fortune at Bottom of Pyramid (BOP)-Examples
• FMCG: Shampoo sold in Sachets
• Tele-communication: Pre Paid SIM Cards - Reliance Jio
• Car: TATA Nano/ Alto/ Wagon R
• Consumer Products: ChotuKool (Godrej Refrigerator)
• Food: Mc Aloo Tikki Burger (Mc Donald’s)
• Beverage: Coca Cola (Old: Returnable Bottle of Rs. 8)
4 Keys to unlock Bottom of Pyramid (BOP) Market
• Creating Buying Power => Shaping Aspiration => Local Solution =>
Improving Access
Fortune at Bottom of Pyramid (BOP)-Implementation

12
 • Pricing:
Start with an Affordable Price
• Innovation:
Minor | Incremental Changes aren’t Enough
Market Requires Fundamental Re-think
• Investment for Collaboration:
Increase Collaboration – It is Cheaper than Investing Cash
Principles of Bottom of Pyramid
• Educate (Semi-Literate) in Product Usage
• Affordable Price | Manufacturing Efficiency
• Transportable across Countries and Cultures
3As of Marketing for BOP
• Awareness – Affordable - Available

Market Barriers

Entry Barriers
• Intellectual Property Protection - Microsoft
• Patent and Licensing - Pharma Industry
• Distribution Network – Unilever/ Pepsi
• Exclusive Rights - Xiaomi/Flipkart
• Proprietary Technology - Krypton(Oyo)
• High Capital Investment - Reliance Jio
• Economies of Scale - Big Bazaar
• Brand Equity - MSeal and Fevicol
• Excellent Customer Service - Dominos
• Loyalty Beyond Logic - Apple
• Ongoing Innovation - Hindustan Unilever

13
 • National Sentiment - Patanjali
• Subscriber Base - India Today
• Product Differentiation - Apple(Quality) | Xiaomi (Price)
• Trade Secret - Coca Cola
• Trust - Real Estate
• Manufacturing Efficiency - Mc Donald’s
• Quality and Reliability – Toyota Innova
• Contract Based Agreement - Apple and Airtel
• Customer Cost of Convenience - iOS and Android
• Accreditations and Certifications - FSSAI| NABH| IDA
• Market Responsiveness - Google
• Personality – Dr. Vivek Bindra

Exit or Switching Barriers

• Punitive Switching Barriers
They are effective in retaining the customer in the short term. But they
are less effective in the long-term. Eg, Life Insurance
• Rewarding Switching Barriers
Frequent Flyer Points, Loyalty Cards, Personalization, Customization.
They are Effective in Making Switching more Difficult. Reward every
bank transaction with frequent flyer points of an affiliated airline. Eg,
Mobile Phone Portability
• Exit Fees – Exit fees for consumer, banks, insurance and many more.
• Search Costs – Efforts and costs associated with finding comparable
alternatives.
• Technical effort – Time and Specialized knowledge required to
understand differences between offerings
• Learning Costs – time and effort required to master a different product.

14
 • Equipment & Infrastructure Costs – when
switching requires you to replace or update equipment,
software or infrastructure
• Start-up or Support Costs – efforts and knowledge required to install or
set-up new equipment or software
• Financial Risk – e.g. when switching requires a dedicated project (e.g.
company-wide roll-out of software).
• Time & Effort – exists most of the time unless the new solution is
super intuitive.
• Social risk – switching to a new environment at risk of losing existing
relationships.
• Emotional cost / psychological risk – loss aversion weighs stronger than
gaining something new.

Repeatable Prototype

Personality Oriented Business

• Thaggu ke Laddu – Kanpur
• Bille Di Hatti – Lahor
• Haji Ali Juice Corner – Mumbai
• Bittu Tikki Waala – Delhi
• Sitaram ke Chole Kulche – Shimla
• Tunde Kebab – Lucknow
• Paradise Biryani – Hyderabad
• Panchi Petha – Agra
• Jain Shikanji - Modinagar
Process Oriented Business
• McDonald’s | Burger King
• Dominos | Pizza Hut

15
SOP (Standard Operating Procedure)
• To make Business Process Driven from Personality Driven one have
to make SOP
• Benefits of Standard Operating Procedure are:
• Business Scale up | Efficiency | Quality | Uniformity in Performance
|Reduce Miscommunication |
• SOP Execution helps in automation
SOPs for Low Error Rate – Airlines
• Standard Operating Procedures is considered a Bible for Operating an
Aircraft
• Pilots Diligently Abide by SOPs from the Moment they Power it up
until they Walk off the Aircraft after Shutdown
• Airlines Publish Flight Operations Manuals that Span Hundreds
(sometimes thousands) of Pages to Detail how Exactly Pilots are
Expected to Operate the Aircraft
Pilot’s Fitness Checklist – I M SAFE
• Illness – Medication – Stress – Alcohol – Fatigue – Emotion
• Random Checks of Pilots on Guidelines
• Failure to Follow a Procedure => Immediate Dismissal from Duty
• Low Error Rate 1 Error in 1,000,000 Attempts
• Flying has No Scope of Error – As similarly -
• Surgeon | Rocket Scientist | Anaesthesiologist | Astronaut | Blood Bank
Workers | Electrician | Bomb Squad
Process Automation
• Method of Analyzing and Improving Business Processes through
Technology
• Process Automation focuses on the processes until the results follow a
predictable pattern.
• Reduce costs | Save Time | Maximize Scale

16
Process Improvement
• To Meet Standards of Quality
• Finding Improvement Opportunities
• Analyze Process That Are Currently in Use
Process Integration
• Supports inter-organizational Operations
• It enables integration of different departments
• The end result is: Improving Business Flow | Enhancing
Communication both internally and with clients
Process Orchestration
• Reduce the amount of time, money, & effort required to complete daily
tasks by standardizing processes
• Efficiently planning business processes
• Build the Process Boundary: A (Start Point) to Z (End Point) Chart
• Brainstorm around all the activities with your team
• Kill the potential problem in advance with RACI Matrix

Advantage of Advantages

1. Cost Advantage: Economies of Scale

• It is the cost advantages that enterprises obtain due to their scale of
operation
• Cost per unit of output decrease with increase in scale
• Economies of scale also indicate that the firm has grown in size and
become more efficient.
• It increases firm’s productivity and efficiency.

17
 • Economies of scale can be achieved by :
Use of Technology | Specialized Labors | Bulk Buying Power | Better
Financial Management | Network
• Example- If a company is producing a video game, then there is the
one-time cost of actually creating the game.
• As he created more copies of the game, the cost per game decreases as
the one-time cost is distributed.
• This way he has achieved economies of scale
2. Absolute Advantage: Economies of Scope
• According to Economies of scope the unit cost to produce a product
will decline as the variety of products increases
• Sharing of inputs or joint utilization of inputs among similar products
• It play important role in firms decisions of producing goods in
combination
• Example - A shoe manufacturer company producing men’s and
women’s sneakers can easily add a children’s line of sneakers
• Same production equipment, supplies, storage, and distribution
channels to make a new line of products which will reduce the cost of
production on all goods
• Example - McDonalds can produce both burgers and French fries at a
lower average cost than what it would cost two separate firms to
produce the same goods
• This is because McDonald’s hamburgers and French fries share the use
of food storage, preparation facilities, and so forth during production.
3. Price Advantage: Lower Cost than its competitors
• They can price their products the same as their competitors but make
more profit because their costs are lower.
• They can lower their prices below those charged by competitors to
attract more customers and gain market shares
4. Economic Advantage
• Types of Economic Advantage are :

18
 • Critical Mass: Volumes needed to be efficient or
for a product to catch on.
• Market Power: Ability to affect the market price for a product or
service.
• Network Effect: Tendency for the value of a product followed by
number of people using it
5. Information Advantage
• Unique knowledge that gives tactical advantage
• It is the competitive superiority that comes from using information to
its full potential.
6. Relative Advantage (Discreet Choice Conjoint)
• It is based on consumer’s perception of the product
• Shelf Off-Take ; Eg Apple

Marketing Strategy before Marketing Begins

Founders die - Factories burn down

Machinery wears out
Inventories get depleted
Technology becomes obsolete
Of all the things that stays is brand

ज़्यािा लोगोीं को, ज़्यािा कीमत पर

ज़्यािा माल ेचना - माकेदटीं ग है

Marketing is selling more

to more people at higher prices

19
Collaborate with a Community
Community is a group of people who have something in common –
it can be religion, location, caste, gender, profession, political views, common attitude
or interest, ethnicity, culture, age group, so on and so forth

Content is Fire
Community is Gasoline

If you are focusing everywhere; means you are not focusing anywhere

1. Pepsi – Har Ghoont Mein Swag Hai

• Target Community
College Going Youngsters - Youth
• Consumer Persona
Young | Energetic | Limited Money | Desire to Impress | Fun-loving |
Casual Relationships
• Age Group
12 – 22 years

People buy for

emotional reasons and not
logical reasons

2. Shaadi.com – Shayad se nikalkar Shaadi.com

• Target Community
Unmarried Youth
• Consumer Persona
Young | Unable to find the right match | Uncertain| Confused | Desire
to be in a committed relation
• Age Group
25 – 35 years

20
Finding the right parking space inside the consumer’s
mind before someone else takes it
• Market Segmentation – Failure Points

• Selling to Everyone (स को ेचो)

• The China Syndrome (सस्ता ेचो)

Everyone Is Not Your Customer

Startup Success Happens
When You See Through
the Eyes of Customer

3. Titan Raga Wrist Watches

• Target Community
Average to Upper Middle Class | Independent| Secured | Desire to
look good | Female
Consumer Persona
Stable Job| Good Salary | Deals with male dominancy at work |
Success is often judged by the society and looked upon as favoritism or
bias
• Age Group
28 – 40 years

The more distinct is the visual,

the more people would
look at your ad

Make it Simple.
Make it Memorable.
Make it Inviting.

21
4. All Out Mosquito Repellent Machine
• Target Community
Housewives
• Consumer Persona
Young - Middle Aged | Dependent | Spends day doing household
chores |Takes care of Family |No time for self-| Sole responsibility to
raise children | Can’t take major decisions of household | Faces
criticism | Lonely
• Age Group
25 – 45 years

There is only one boss.

The customer.
He can fire everybody
in the company from
the chairman on down,
simply by spending his money
somewhere else

5. Seagram's – Imperial Blue Whiskey

• Target Community
Middle Class - Middle Aged Men
• Consumer Persona
Middle Aged | Independent | Earns between Average to Good Salary|
Desire to Impress Women around them| Want to Look Smart and
Classy| Tends to Ignore their own wives | Enjoy weekends or after
office parties with friends
• Age Group
32 – 45 years

22
6. Hyundai
• Target Community
Working Professionals
• Consumer Persona
Middle to upper income professionals, who need value for their money
and comfortable ride in city conditions and ease of transport
• Age Group
30 – 45 years

Don’t focus on competition

focus on right customer

7. Nazraana Diamond Jewellery - हीरा िे ने वालोीं का दिल भी हीरे जैसा होता है

• Target Community
Girls in Marriageable Age
• Consumer Persona
Upper income group | Girls/ her Parents/ her In-laws| Independent |
Broad Minded |Conscious because getting married – new house/ new
mates
• Age Group
25 – 32 years

Marketing can change

how people
perceive your brand

23
 8. Manyavar Mohey
• Target Community
Young to Middle Aged Modern Men and Women
• Consumer Persona
Youngsters who want to celebrate every occasion and festivals in
ethnic style | Want to look good and impress the opposite gender |
Energetic | Modern | Successful | Likeable | Cool yet Cultured |
Independent | Desi
• Age Group - 20 – 30 years

People spend money

only where they feel good

How do you know is a Marketing Campaign has Failed?

• When a company does not receive the response that they were
expecting
• When a company loses money from a campaign instead of earning a
profit
Golden Rules of Marketing
• Partner with the Pain and Problems of Consumer
• Converse in the Language of Consumer

24
 10 Day
MBA
My Business Association

Day 4
Marketing

0
 Brand Equity is Undisputable Evidence of Distinction in a Marketplace
Brand Equity is Communication of Consistent Consumer Experience at Every Touch
Point

If People Don’t Understand What Most

Needed Value You Bring In
They will Pay No Attention

Guerrilla Marketing

 Emphasize the Creativity and Promote in an Unconventional Way with

Little Budget to spend
 Unconventional Campaigns
 Gets customer’s attention by
Creative Positioning and Generating
a Powerful Memory Recall in their
mind through an Unusual Way of
Displaying the Products
 Kit Kat benches in shape of chocolate
bars.
The brand of sweets takes advantage
of the famous design of its products,
in form of bars, incorporating the
famous red paper.

1
Public Transport - The Copenhagen Zoo
 A snake wrapped around the bus and
squishing the vehicle, something
striking and unique
 The Copenhagen Zoo covers a local
bus in a custom design, which
catches eyes all over the city
 One of the most visited places in
Denmark

Regional Marketing

Creative Positioning
 Sprite Shower
 Rayban
 Gym Rods shaped=> Grab rails and handles used in Buses and Metro
 Gold Gym
 Coca Cola Velcro
 Nycil Powder has an Air Cooler Installed at Bus Stops
 Nikon
 Prestige
 Weight Watchers
 Taekwondo School
 Axe Deodorant
 New York Stock Exchange Bull wearing Underwear

2
 Visual Presentation

Great Service Presentation => Impact in Revenue

Question is => How to Brand your Service & Make it Visual?
Zomato knows its audience well. They know what would make them use
their service, and never fails to bring out the foodie in you!

The whole reason for creating a brand is to get consumers to identify a number of
desirable qualities with your specific product.
Sergio Zyman - Former CMO, Coca Cola

3
 Value Edge Marketing

Redefine the Competitive Landscape

Value Edge Marketing approach focuses on 30% of offering that’s different
from others. Focusing there helps to stand Unique
Example - Sony Walkman
 Music Has Become Synonymous with Working Out. But there’s one place
you can’t listen to it; Until Now!
 Waterproof is one of the most popular features of electronic brands. Sony
believes in showing rather than telling.
 To really prove their new Walkman is waterproof, they decided to sell it in
a packaged bottle of water!
 By combining the product with bottled water, we've created a world first —
the Bottled Walkman.
 This simple packaging innovation gave Sony a unique way to display the
product
 The video has over 4.62L views on YouTube. That is more than 10% of New
Zealand’s total population, where the campaign originally ran.

4
 Moment Marketing

Taking Reasonable Advantage of Ongoing Trending Events and Creating

Communications & Marketing Collaterals around it
Hijack a Trending Topic & Create Clever Content around it.
Moment Marketing helps: Reach out to large number of customers
spontaneously - At a Low Cost - Improve Recall - Form a Deeper Connection
with Customer for Long term.
Involves using news, events, or trends in campaigns to evoke spontaneous
hook
Use this concept for maximum advantage in minimum costs
Example - Amul

5
When Neeraj Chopra won Gold - Every brand started
congratulating Neeraj in their own way

When Chandrayan 3 landed on Moon

Sahdev Dirdo - Bachpan Ka Pyaar

Was your Bachpan ka Pyaar a Secret?
Then your Password might be safe … Just add few Special Characters to it!

6
Moye Moye Trend

Just Looking Like a WOW! Trend

7
 Ambush Marketing (Sabotage)

Ambush Marketing is also known as Parasite Marketing or Coat-Tail

Marketing
Practice of Hijacking another Advertiser’s Campaign
Prerequisite to do Ambush Marketing =>
Creative Flexibility | Visual Trickiness | Witty Wordplay
Tactic to get free promotion by competing with those competitors who are
actually paying for the sponsorships
Example - Apple iPhone 6
 Social media has made this sort of warfare a lot more common. When Apple
launched its iPhone 6 and iPhone 6 Plus models, there were reports of its
phones getting bent in back pockets
 Rivals were quick to cash in on a snowballing situation.
 Samsung Mobile said, “Curved. Not Bent.”
 LG said, “Our phone doesn’t bend. It flexes on purpose.”
 Chocolate brand Kit-Kat said, “We don’t bend. We break.”
Example – India Today
 In more recent times, one saw similar hoarding wars when Arnab
Goswami’s Republic TV was launched.
 A hoarding put up at Noida’s Film City stated: “Arnab with you soon.”
 Meanwhile, India Today TV strategically placed its hoarding next to
Republic TV’s, which featured one of its star anchors and proclaimed:
“Anjana reached and waiting.”
Other Examples –
 Endless stories of Delhi University Rivalry between Colleges
 Snap deal v/s Flip kart
 Baba Ramdev vs. White Coat
 Godrej vs. IKEA
 Home Town vs. IKEA

8
 Undercover Marketing

Marketing in a Less Obvious Manner, using Unconventional Tactics. It is in

line with the idiom “flying under the radar”

मुन्नी बदनाम हुई डार्लिं ग ते रे र्लए - ले झंडू बाम हुई डार्लिं ग ते रे र्लए (दबंग)
मेरे फोटो को सीने से यार - र्िपका ले सैयां फेविकोल से (दबंग 2)
 Mountain Dew in Mission Istanbul
 Bournvita and Coca Cola in Koi Mil Gaya
 Paas-Paas in Yaadein
 Nike in Yuvraj
 Tide Washing Powder in Chup-Chup Ke (RajPal Yadav)
 Parle G Biscuit in Aabra Ka Daabra
 Domino’s Pizza in Hera Pheri (Domino’s registered 26% greater footfall in
its outlets after its placement in Hera Pheri)
 Rajdoot Motorcycle in Bobby (1970)
 Coca-Cola bottle, Airtel, LG in Rang De Basanti
 Tag Heuer watches, Motorola, Garnier, Citibank, Louis Philippe in Don
 Singapore Tourism Board, Sony, John Players, Bournvita, Tide, Hero
Honda, Boro Plus, Lifebuoy and Lays chips in Krrish (Krrish made 12 crores
out of product placement)
 Coke, Pepe, Sony, Disney Channel, Sugar Free, McDonald’s in Dhoom 2
 Coke, Reebok, Café coffee day, Lays, Levis in Main Hoon Naa
 ICICI Bank, Tata Tea, Archies, Ford and Tide in Baghban
 Mobile Network/ CCTV Camera / Coffee / Eatables/ Grocery in Big Boss

9
 Film Based Marketing

 Marketing is not about the stuff you make, but about stories you tell
 Marketing with the Help of Film Dialogue | Poster | Meme| Songs |
Duplicate Artist is Film Based Marketing
 Brands choose famous Film Stars or Widely Acclaimed Sportsman to
become their Brand Ambassadors and Promote their Product

Fake Controversy Marketing

 Stirring up fake controversy is another way to get sales.

The buzz about your product gets blown out of proportion as the news
travels through the media, while marketers cross their arms, sit back and
watch the magic.
 False or misleading information presented in order to
Gain Publicity/ Revenue/ Name etc.
 Movie Release / Book Launch / Product launch/ Political Happening /
TRP
Example – The Nun Movie
 The Nun was aided by YouTube, causing
the film earn over $380 million in U.S. box
office revenue.
 The Plan was to air most frightening spots
on YouTube In turn, YouTube banned the
ad for violating policies concerning what it
deems violent and shocking content - and the buzz was created.

10
Example - Indian Idol
 On the sets of Indian idol the anchor
Aditya Narayan was rumoured of
getting married to Judge Neha Kakkar.
They infact did a fake shaadi also on
the set of the show
 This whole charade brought huge TRP
to the show and later it was revealed
that it was all rumoured when Neha married Rohan Preet Singh and Aditya
Narayan married Shewta

Example - AK vs. AK
 Before the release of their film AK Vs
AK on OTT, both took to twitter and
had a cold banter
 The two kept hitting out at each other
over their respective shortcomings
with regard to their respective careers.

Example – The Trial

 Before the launch of Web Series – The

Trial – Kajol was often seen in a
lawyers dress outside courtroom – The
controversy of her divorce with Ajay
Devgan flared and was in news.
 Later, it was found that this was a
promotional stunt for her new web
series

11
 Graffiti

Graffiti marketing is the Lowest Cost of Retargeting

It uses city streets as a Giant Canvas. => Simple Words to Huge Paintings
Without Permission => Illegal | It’s recommended to get permission first

Flash Mob

 Flash mobs have been a tried-and-tested technique abroad, but in India it is

a new concept.
 It first started at Mumbai's Chhatrapati Shivaji Terminus when 200 people
began dancing to Bollywood chartbuster Rang de Basanti
 Since then the trend has caught on and travelled to various cities like Pune,
Chennai, Bangalore, Hyderabad and Kochi as well as the National Capital.
 It is the latest publicity gimmick that many event management companies,
social activists, TV channels and movie production houses are using to
create a buzz among masses.

12
 In some cases participants are hired actors, other
times they are simply members of the community who enjoy the
randomness of flash mobs!
 Showroom/ Retail Outlet / Malls/ Restaurants/ Attention/ Product
Launch/ Welcoming

Flash Mob at Bar-Be-Que Nation

Regional Communication

 Regional marketing can be less expensive. You can buy more time on local
radio and local television and more space in regional papers to support your
marketing initiatives
 Example – Dainik Bhasker
 Writing style in newspapers of Delhi, Mumbai and Rajasthan is Different
 Men generally expand paper and read => Women read like a book - Changed
Size and Shape of Paper accordingly
 English words that are commonly used as it is are kept as it is

13
 Business Cards

 Every handshake should go with a business card.

 The more people who find out about your business, the better – even if it’s
just a quick glance at a business card.
 First impression customers will have of your brand, your business and of
you=> Business cards are much more personal than email or online
marketing
 Business cards show you’re a professional and serious about your business
 Business cards are great value for money marketing.
 Effective and easy to produce at little cost compared to other forms or
marketing.

Buy / Sell Investment Business Cards Tennis Court Business Cards

Toy Chair Business Cards Make-up Business Cards

14
Plumber’s Plunger With Contact Information Seed Packet Business Card

Classic Rock Theme Business Card Restaurant Salt Shaker Business Card

Transformable Cargo Box Business Card

15
 Yoga Center Business Cards Yoga Studio Business Cards

Event Photographer Business Cards Dentist Business Cards

Personal Trainer Business Cards Divorce Lawyer Business Cards

16
 Creative Packaging

 What catches your eye most in a sea of products on store shelves?

 Package designs matter.
 It can make or break your brand.
 There are 4 questions you must have the answer
 What is the product?
 Who’s buying the product?
 How are people buying the product?
 How can you add value to the customer journey?
 Package designs give consumers a sneak peek into what they can expect
from your product.
 They grab attention and convince consumers to make a purchase.
 What compels consumers to pick up a product:
 Relevant | Convenience | Eye-catchy

Strawberry Jam in a Strawberry Shaped Bottle Pineapple Jam in a Pineapple Shaped Bottle

17
Indulekha Hair Oil

 Brand introduced a ‘selfie’ bottle to make it easier for people to

apply oil Not only did this increase the functionality of the
packaging, but also reportedly increased sales by at least 30 %
=> Design Patented

Nike

 These Nike Air shoes aren’t packaged in

a box, they’re packaged in – that’s right –
a bag of air. It is so literal yet so creative.
You have to get your hands on them, and
it is incredibly effective.

Earphones

 Make sure the packaging relates to what

you’re selling. These headphones are used
to hear music notes. Since the notes aren’t
printed on the paper, they’re 3d, and really
add something extra to the rectangle box

Readymade Vada Batter

 If you have a quality product, let it speak for

itself. Don’t feel the need to surround it with
shiny, obnoxious wrappings if it doesn’t need
it.

18
Perfume made with Bamboo Paper boat Juices

Tea Hanger Coconut Water in Coconut Shell

Waterproof Watches in Water Bags Shoelaces

19
 Smoker’s Teeth Cigarette Box

Innovative Pasta Packing

Nike Stadium Shoe Box for Football Fans

20
 Creative Bags

Camera Bag Weight loss Products

Sports Equipment Fitness

Per Shop Shoe Shop

21
 Creative Creatives

You cannot make Hoardings every time, but with little Intelligence and Resources,
you will be able to achieve Outstanding Social Media Creative

Good Advertisement
Kills a Bad Product Faster

Probable Events – 8 Cs
1. Celebrity – Hospitalization/ Marriage/ Movie Superhit
2. Celebration – Festival/ Event/ Important Day or Date
3. Current Affairs – Politics/ President’s Visit/ National Security/
War/ Scams
4. Condemn – Racial attacks/ Rape/ Terrorist attacks
5. Compliment - Sportspersons/ World leaders/ New policies
6. Creating Awareness – Vote/ Social Cause/ Pandemic Guidelines
7. Comedy – Products/ Situations
8. Casualty – Death of Celebrities like, Actors, Singers, Leaders

There are Two Types of Stars

Script and Celebrity

Script can Replace the Celebrity

but Celebrity Cannot
Replace the Script

22
 Buzz Marketing

कटप्पा ने बाहुबली को क्ोों मारा ?

 Creating an excitement in the market either through word of mouth or
through teasers that helps to develop curiosity among people Buzz creates
viewer to further enquire or wait till the actual message is disclosed
 Buzz create various medium to build curiosity - Internet, Blogs or e-mails,
Hoarding and peoples opinion
 Example - AEGON Religare Life Insurance‘s Award Winning K.I.L.B
Campaign
 The buzz was created by the message "Do you have K.I.L.B?",=>
conveyed by an actor wearing a doctor‘s apron
 Everybody was confused whether it was a disease or a sitcom
 In one of the Television commercial, the actor was saying to the patient
that K.I.L.B doesn't spread by touch
 Similarity of the K.I.L.B acronym with other pandemic diseases such as
AIDS and SARS further ignited the curiosity among people
 Company ended the campaign by disclosing the full form of acronym as
―Kum Insurance Lene Ki Bimari

23
 Social Trust Marketing

Integrate Social and Environmental Concerns in your Business Operations

 Sarovar Hotels - Leopard on a lamppost campaign =>
“Save the trees”
 Lifebuoy’s Help a Child Reach 5
 With “Help a Child Reach 5,” Lifebuoy’s mission
is to save lives by spreading the importance of
good hand-washing habits in the world.
 In rural India, many kids die before the age of 5
due to poor hand hygiene of the caregivers.
 Lifebuoy’s hand-washing programmes are now
being rolled out to villages across 14 countries and
scaled up in India to reach 45 million people.
 The program is tied to Lifebuoy as hand washing suggests the use of
Lifebuoy soap.
 Surf Excel India’s ‘Back To School’ Campaign On Facebook
 Parents can donate old notebooks, textbooks, etc. to support the education
of kids who cannot afford it.
 Ford India “I Pledge to Drive Safe” Facebook Campaign
 TATA Tea ‘JaagoRe’ Social Campaign
 Zivame=> #CheckYourselfOut Campaign=> Raise Breast Cancer
Awareness
 Raise Breast Cancer Awareness - Inspiring women to conduct self-exams
for early breast cancer detection
 Ladies shouldn’t just see themselves in mirrors to check out their makeup
but #CheckYourselfOut

24
 Curb Side Display Marketing

Question is not that - How will you do it?

Question is -How will you do it in the most creative way?
Curbside displays are similar to window displays.
Focus is on capturing foot traffic as they’re walking past your store

People Remember

Unusual, Strange, Disproportionate

असामान्य, अजीब, अनुपातहीनता

25
Giant Size Pizza – getting ready to get Displayed outside Store

26
 Ambient Marketing

 Ambient Advertising is about placing ads on unusual objects or in unusual

places where you wouldn’t usually expect to have an advertisement.
 It has a lasting impact on the minds of consumers which makes it more
effective
 Ambient advertising is all about creativity, and how effectively the
advertiser is able to communicate the message to the consumers.
 How well the ad is being executed, created an impact that was required for
effective communication. Does it really have a wow factor?
 When brands place ads at unconventional places to increase brand
awareness creatively
 Example - Display Brand Values - Nike
 NIKE has been known for its “Just do it” attitude and tagline.
This abstract bench, therefore, serves as a signifier for the company
motto.

27
 Experiential Marketing

 Uniquely Fast and Effective way to Build Brand Awareness

through Face-to-face Connections with Consumers
 It Engages all Five Senses, sparking emotions that form lasting memories
 It connects with your customers in Authentic and Relatable way
 Opportunity to Create Amazing Experiences that Builds Trust & Loyalty
and Entice Future Customers
 Example - Sample Flat| Test Drives | Free Samples to use or taste

Reciprocation Marketing

 Likelihood of Returning Gifts, or Favour is High!

Birthday Gift / Invitation to a Party/ Favour
 Where a Shop owner offers Tea/ Cold Drink
=> 90% People buy at least one item
 Example - Amazon Chai Cart
 Tapped into the very Indian habit of
conversations over chai
Global e-commerce giant Amazon
launched its new initiative, Chai
Cart
 Amazon deployed three wheeled
mobile carts - that travelled
through hundreds of business
districts across India

28
  In a period of 4 months, the team traveled 15,000
km across 31 cities, served 37,200 cups of tea and engaged with over 35,000
sellers on boarded
 Amazon executives reached out to small sellers who are interested in
selling online but don’t have the essential tools and information
 Each Amazon Chai Cart has Amazon trained personnel who have
discussions and get these sellers on board. The company has more than
35,000 registered sellers on its platform

Social Proof

 95% of customers read reviews before making a purchase

 72% of customers won’t take any buying actions until they’ve read reviews
 92% of B2B buyers are more likely to purchase after a trusted review
 For every one star increase that a business gets => 5-9% increase in revenue
 With 5 Star rating, the likelihood of it being purchased increases by 270%
 When higher-priced items display reviews, the conversion rate increases by
380%

When people feel insecure about

something, they look around for
validation.
Show them that other people trust you

 Businesses that claim their free listings on at least four review sites earn an
average of 46% more revenue
 Given two products with similar ratings, consumers are more likely to buy
the product with more reviews.

29
 For Household Utility Items / Clothes/ Make-up/
Restaurant / Hotel / Investment - Decision is 70% times based on Reviews
 Customers spend 31% more when a business has positive reviews.
 92% of customers trust peer recommendations
 Good Rating + Review is Directly Proportional to Repeat + Retention +
Reference

Testimonial Marketing

 Consumer Testimonial – Testimonial by Actual Users

Eg, Dove / Maggi
 Authority Testimonial – Testimonial by an Authority or Expert
Doctor / Lawyer / Housewives
 Beauty Queen Recommending Makeup
 Doctor Recommending Tooth Brush
 Mother Recommending Baby Food
 Body Builders Recommending Protein Shake
 Fashion Icons Recommending Brands
 Chef Recommending Spices

विश्वास पै दा करने का
सबसे अच्छा तरीका है
जब आप खुद अपनी तारीफ ना करें
बल्कि दु वनया आपकी तारीफ करने लगे

30
 Online Reputation Management

 Monitor your Reputation

 Conduct an Online Audit (Tools)
 Handle Negative Comments with Grace and Humility
 Improve Response Time
 Follow up with Negative customers
 Incentivize Improvement
 Suppression of Negative Results
 Promotion of Positive Results
 Article Placement
 UGC – User Generated Content => Build community
1. Nike
 Man bought Nike Shoes which Broke on his Second Day of Trek
 He went on Twitter and made multiple complaints against Nike
expressing his concern
 Not only Nike reimbursed him fully
 But also started a separate Twitter account known as @NikeSupport,
which is purely dedicated to handling customer queries.
 This not only helped them maintain their Online Reputation but also
helps them keeping customer comments and queries in one place
2. Starbucks
 Starbucks is known for Keeping its Customer’s like Kings and hence,
they leave no stone unturned to please their clients
 Many things, like in case of delayed service at Starbucks,
a free drink voucher is issued for the next visit

31
  Starbucks faced an online backlash over
Racial Insensitivity
 Unintentionally a drink was served to a white American whereas
a black American placed order first
 Someone made a video of the incident, and it went viral over social media
& backlash started
 The coffee giant, however, responded in time online and immediately
closed its stores for one day to do a racial bias training for all employees

Your brand is what people say

about you
when you're not in the room

3. Sandwich Shop in America

 Man ordered Sandwich from a
Restaurant through Yelp
(Zomato)
 He went to Twitter and shared
his sad experience and in no time
his story went viral
 The Restaurant apologized and
gave him a free coupon for his
next visit
 Decided to Respond to Customer
Criticism with Humour to
Diffuse what would otherwise be
an Awkward and Challenging Situation

32
  This intelligent comment not only made light of
the situation, but it also worked wonders for boosting their profile online.
 The Restaurant Experienced Record Sales in the first week of posting this
ad
4. Pizza Hut
 A Family was celebrating their Birthday at Pizza Hut on a Rush Day
 They ordered two Large Veg Pizzas and
by Mistake a Non-Veg Pizza went to the table
 The Restaurant not only apologized but gave a free coupon for their next
visit and took their address
 That same evening – a cake and bouquet of flowers with apology from
the restaurant manager was also received
 In return they were requested not to share this on Social Media
5. Ferns and Petals
 A Man ordered a Bottle of Wine and Bouquet of Flowers to his Parents
in Shimla for Mom’s Birthday
 Upon reaching, they noticed that the Flowers were stale, and Wine Bottle
has a Crack, bcz of which the Wine Bottle was Half Empty
 Immediate complaint was made. The company asked for photographs
and immediate refund was given
 In next two days, a fresh Bottle of Wine, Chocolates, Bouquet of Flowers
along with an apology letter was also received thanking for not taking it
to Social Media as this could have damaged their Image

The Best Advertising is done by

Satisfied Customers

33
6. Victoria’s Secret
 Victoria’s Secret launched its Perfect Body Campaign using Fair, Slim
Models with perfect Figures
 People saw this as damaging to self-esteem and women’s health
 The whole thing got heat when cases of Depression, Eating Disorder,
Insomnia, Low self esteem, Suicidal tendencies were getting reported
 Consumers posted backlash online, and over 30,000 people signed a
petition for the company to correct and apologize for the offensive ad
 In response, Victoria’s Secret changed the slogan to
“A Body for Every Body, “using Plus Size, Dark Skinned, Short
Heighted Models

 People responded with positive comments that the company made this
change and that it was a step in the right direction.

The Best way to Gain Trust is

not to Repeat the Same Mistake

34
7. H&M
 H&M caused outrage in 2018 while announcing a new line of animal-
centric children's sweatshirts.
 The outrage occurred because the image H&M used to
promote the new line contained a picture of an African
American child wearing a sweatshirt – “Coolest Monkey in
the Jungle”
 The fact that it was a sweatshirt wasn’t the problem,
the outrage came as the result of what was printed on the
sweatshirt.
 The term ‘Monkey’ along with an African American
put together sounded like a Racial Slur
 It went wild when a White American boy’s
sweatshirt read – Survival Expert
 Many people believed that this direct comparison was a deliberate move.
 People on Twitter accused the brand of profiting from online backlash
and bad PR. They thought the comparison was on purpose.
 An ex-employee claimed that H&M didn’t see this comparison prior to
posting their social media campaign
 H&M immediately changed the Ads everywhere

35
8. Amazon
 Amazon was in the midst of a huge crisis for allegedly selling slippers,
doormats, and toilet seat covers with the pictures of Hindu gods and
goddesses including Shiva, Vishnu, Krishna, and Ganesha.

 Users shared these derogatory images on Twitter and all across social
media and claimed to have hurt the
sentiments of Indians
 People expressed their displeasure at it and
urged to remove these products from its
catalogue => #Boycott Amazon
 Amazon saw maximum number of
uninstalls post this viral campaign
 Amazon acted swiftly on this
Along with a Public apology, it took off all
the articles from the Website overnight
maintaining its Online Reputation

36
9. Red Label
 HUL owned tea brand, Red Label was caught in a soup for its commercial
around Kumbh Mela
 The ad featured a son who contemplated abandoning his ageing father in
the crowd but realises his mistake and comes back to share a cup of tea
with him
 The narrative hurt sentiments of several Hindus who pointed that the
film portrayed the world's largest religious festival in the wrong light.
 Several Twitter handles posted messages demanding a boycott of
Hindustan Unilever Products #BoycottHindustanUnilever
 It went out of proportion when
Baba Ramdev jumped in and
accused HUL for ridiculing
Hindu religion and its customs
 HUL’s only agenda is to make our
country poor economically and
ideologically. For them everything,
every emotion is just a commodity.
For us parents are next to Gods Why
should we not boycott them?
#BoycottHindustanUnilever"
 He also attacked the company by saying that this was insensitive and
disrespectful towards Hindu customs and religion
 Without wasting any time, HUL stated that our intention is to urge
people to take care of the elderly. We do not intend to hurt the sentiments
of people, and have modified the tweet which could have been
inadvertently misconstrued
 New Campaign #ApnoKoApnao'

37
10. Nestle
 Nestle has been in India since 1912. In April 2015, a government referral
laboratory in Kolkata, reported excess lead in samples of Maggi
 Nestlé’s Maggi then had a 63% share of India’s Rs 5,000 crore noodle
market. Following a public outcry, the product was pulled from the
market and banned by the Indian government in June 2015
 Nestle Lost 80% Market Share – More than Rs 500 crore
(US$77 million) over the ban
 Nestle destroyed more than 37,000 tonnes (worth 300 Cr) of Maggi
noodles
 They gave the contract to Ambuja Cement for Rs. 20Cr.
 People had so much faith that post the Ban, people started hoarding
Maggi
 Nestle did some Major Structural Changes, changed the Food Guidelines
and re-launched Maggi just within 5 months of Ban
 The re-launch response was unexpectedly over whelming
 By June 2016, Maggi noodles had climbed back to a 57 % market share,
most remarkable comeback for any product

If people like you

they will listen to you,
but if they trust you,
they will do business with you

38
11. Zomato
 A Video of a Delivery Guy from Zomato Eating Food Meant for
Delivery Went Viral in 2018
 Zomato was Trolled Brutally on Social Media
 Launched Tamper Proof Tapes and used ‘Tamper Evident Technology’
to Detect Unauthorized Access of Packages
 Added feature a ‘100% SAFELY SEALED’ Badge on the App for all
Restaurants who use this Packaging
12. SBI vs. Citi Bank
 Difference in Handling an Online Customer Query
 Customer Received a Fraud Call in 2016 from SBI and Fraud E-Mail from
Citi Bank
 Customers Started Tweeting - Both Banks Replied But Very Differently

SBI’s Response was

Impersonal & Preachy whereas
Citibank’s response was
Personalized & Welcoming

39
13. Go Air
 Go Air => Bengaluru – Delhi Flight Took off Without Boarding 50
Passengers – who were later Sent to Delhi on a Different Flight
 Go Air got Brutally Trolled on Social Media
 Go Air Apologised and Announced a Free Ticket to all the Passengers
who were Left Behind

Bonus Strategies

1. Consider unusual sponsorships

2. Apply for Business Awards Form Industry Partnerships
3. Form Industry Partnerships
4. Promote your social media handles, even in person
5. Join in on popular hashtags | Add a hashtag to your contests
6. Create short, engaging Vine videos
7. Pin your site images and graphics on Pinterest
8. Keep tabs on competitors’ social profiles
9. Host a photo/ video/ voting/ caption contest
10. Include graphs and charts in your content
11. Leverage the power of lists
12. Write relevant top 10 lists
13. Aggregate awesome content from other sources
14. Write eBooks
15. Make contests super sharable on social media
16. Offer bonus points for sharing contests
17. Notify email subscribers of contests
18. Promote your contest on (all) social media
19. Write content catered to your audience
20. Add a visual element to ALL your content pieces

40
21. Create data-packed infographics
22. Use analytics to take advantage of popular content
23. Write a product comparison guide
24. Link to your existing content with CTAs
25. Cover local and news related events
26. Create viral memes
27. Use social proof in your content
28. Conduct a content audit
29. Make and promote mobile-specific content
30. Use Gamification to promote interaction
31. Post presentations on Slide Share
32. Host free webinars
33. Get ideas from Google related search
34. Create 101 guides to teach the basics
35. Post about industry hot topics
36. Write (and allow) guest posts
37. Only generate quality content
38. Contribute to online magazines
39. Host a podcast
40. Copy the masters
41. Use monthly awareness themes for creative and authentic marketing.
42. Referral Programs: Incentivize people to tell others about your products or
services. Referral programs are effective because they Leverage the
recommendations of happy customers | Recognize customers’ brand
loyalty and reinforce it

41
 10 Day
MBA
My Business Association

Day 5
Personality Development
& Communication Skills

0
 You can Influence People around you
You can become Favorite Boss, Favorite Subordinate

If you believe you will fail

You will

Communication Skill (1-to-Many)

• Do you Know => 75% people suffer from Fear of Public Speaking according
to the National Institute of Mental Health
• Do you Know => It takes only 30 seconds for people to assess whether a
Speaker is Charismatic or not
• Superstar Personalities are made, not born
• There is no such thing as Public Speaking Talent - It is called Public
Speaking Skills
• Speaking is a Critical Skill =>You can Influence & Influence is Everything..
• There are three things to aim at while Speaking:
1. Get into your subject (what to Speak – the content),
2. Get your subject into yourself, and
3. Get your subject into the heart of your Listeners

If you can Speak Well

You can Influence
If you can Influence
You can Change Lives

It doesn’t matter when you start,

what matters is You Start

1
 Story Fusion is Communication

People forget facts, but they remember stories

• According to a Research, the Average Attention Span of a Human is 8
Seconds
• Storytelling is a great way to stimulate engagement & the reason for that is
Chemical in Brain called Oxytocin.
• All Memorable Presentations have at Least One Story Without a Story,
Presentations would Fall Flat - unless you’re Elon Musk
• Entrepreneurs who make a Difference are all Professional Storytellers
• If History were Taught in the form of Stories, it would never be Forgotten
• 25 times people are more likely to Remember Stories

If you don’t use stories,

people may enjoy your speech,
but there is no chance
they’ll remember it

• If you don’t use stories, people may enjoy your speech, but there is no
chance they’ll remember it
• Emotions: Use a Strong Emotional Component. You must Feel and Relate
with your Speech
• Storytelling is the most powerful way to put your ideas into the world
today.

If you don’t want to Preach,

Put Stories in your Speech

2
 Opening and Closing for Impression & Retention

• Anything that Generates Interest, Establishes Relevance, or Inspires

Curiosity in the Mind
• The beginning is the most important – 8 Types of Hooks
1. Metaphor/Simile Connected to the Topic
2. A Brain Teaser or Challenge Question
3. A Historical Example
4. A Video
5. Interesting Question Hook
6. Golden Statement Hook
7. Data/ Fact/Statistic Hook
8. Story/ Joke Hook

Creating Content is like dating.

If all you do is talk about yourself,
there won't be a second date.

Golden Statements - A Statement of Personality

मैं कभी हारता नहीं,

या तो जीतता हूँ या फिर सीखता हूँ

3
 Rhyming / Non-Rhyming Quotes & Dialogues
Landmine Approach of Communication

Alliterative - It is a Sure Way to Improve your Brand’s Memorability

Kit Kat Range Rover Hero Honda American Airlines

Best Buy Minute Maid Blackberry Road Runner

Ted Talks Donald Duck Tasty Treat Charlie Chaplin

Dare Devil Brand Builders King Kong Weight Watcher

Burberry Block Buster Pay Pal Dunkin Donuts

Coca Cola Mickey Mouse Johnson &Johnson Bada Business

Communication of Comparing the Uncomparable

(Analogies & Metaphors)

• Particularly when you're talking about complex subjects, it's important to

use Analogies and Metaphors
• These help bring the content to life and the aim is to make things simple
and interesting.

Think like a wise man but

Communicate
in the language of the people

4
Analogies – Comparing two Uncomparable things
• इस घर में कोई चीज़ ढढ़ूं ना -भसे में सईु ढढ़ूं ने के बराबर है - मतलब घर में सामान ढढ़ूं ना बहुत मफु ककल है
• तुमसे बात करना तो दीवार पर फसर मारने जैसा है - Means … Its Useless Activity
• I get as Busy as a BeeMeans … I don’t have time even to Breathe
Metaphor – Figure of Speech
• Life has become a Roller Coaster (Struggle)
• Delhi in June is as hot as Oven
• He has a lazor like focus
• I’m a Night Owl (Sleeps Late)
• Life is a Highway (Continuous Journey)
• Wafer Slim Margin (Low Margin)

LHS – RHS Approach of Communication

(Comparable & Reference Point)

• This is the “Compare and Contrast” method

• We can divide the speech into a timeline - Past vs future - Today &
Tomorrow
• Also Called as:
1. Advantage vs Disadvantage
2. Cause & Effect Method
3. Risk vs Opportunity
4. Problem vs Solution

Personality Grows with Preparation (Never Speak Unprepared)

Preparation is the Key

Be Prepared and
Properly Rehearsed

5
• 1:3 Rule => If your speech is 30 minutes long, then
you should rehearse for 90 minutes (three times)
o 1st – Comfort => 2nd – Confidence => 3rd – Perfection
• A Good Speaking is 3/4 Preparation & 1/4 Gesture
• If you don't know what you want to achieve in your speech, your clients/
customers will never will
• Best way to conquer fright of speaking in meetings is to know what you’re
talking about.

शब्द शब्द सूंभल कर बोफलये,

शब्द के नहीं हैं हाथ पाूँव,
एक शब्द में है औषफि,
और एक शब्द में है घाव

• All the great speakers were bad speakers at first

• Great speakers are not born, they're trained
• Best way to conquer fear of speaking is to know what you’re talking about
• If you can’t explain it simply, you don’t understand it well enough
• If you can’t state your position in 8 words, you don’t have a position
• It takes one hour of preparation for each minute of presentation time

करत करत अभ्यास के

जड़मतत होत सुजान;
रसरी आवत जात ते
तसल पर परत तनसान

6
 C3 Formula of Communication

• Conviction => Confidence => Contagious

• Knowing the Subject Matter and Communicate Well
• Do it over & over again until it becomes part of who you’re
• Low Energy => Monotone Voice (Single tone)=> Dull Face Expressions

Enthusiasm is an audience’s
most desired quality
in a Speaker

• Enthusiasm is Contagious
• Great Speakers transfer their Enthusiasm. Example, Barak Obama
• Your all 206 Bones => Should be Highly Active and Alert
• Your Client or Customer doesn’t care if you aren’t well
• Don’t expect your client to be excited about your speech when you yourself
are not
• Remember, you only have 30 seconds to either make or break a lasting
impression on your Client or Customer
• Feel the content so that the audience can connect with you
• You’re a Great Speaker if your tongue can deliver the message of your heart
• Emotional Truth is more important in Public Speaking than Intellectual
Truth
• Always give a speech that you would like to hear

मूँहु से बोला हुआ - कानों तक जाता है

तकक से बोला हुआ - फदमाग तक जाता है
फदल से बोला हुआ - फदल तक जाता है
और सही समझ आता है
और हमेशा याद रह जाता है

7
 Communicate like a Community

• Partner with a Community

• Communicate in their Language
• Share Famous Phrases & Jokes in Localized Dialect
• Speak like you talk, not like you write

People will forget what you said,

People will forget what you did,
but People will never forget
how you made them feel

Visual Personality

• If you can visualize , you can speak Easily

• 25 times people are more Likely to Remember Visuals
• Only 7% your Content + 38% Voice + 55% Body Language
• You'll come across as more self-confident, your message will be more
impactful, and your audience will remember more of what you say
• Verbal => Content |Words | Speech | Language
• Vocal => Volume | Pitch| Tone | Rate of Speech | Voice Quality | Emotion
| Voice Modulation
• Visual => Body Language | Posture | Facial Expressions | Body Gestures
|Appearance | Eye Contact

Effective communication is
20% what you know
and 80% how you feel
about what you know

8
• World’s best speakers constantly change their tone
according to the context of their presentation
• In a battle of believability, the winner is the one with the best body
language, not the clearest logic
• Body talks first, words will follow!
• Physiology - Psychology => Motion - Emotion => Action - Perception

Poses of Pauses in Personality

• In any meeting or discussion - Make it clear to your client what they really
need to pay attention to by changing your tone for important information
• 2 Ways: Either get too soft or get too strong for emphasis
• Softness is associated with secrets & Loudness is associated with a Strong
Emotion Both Attracts attention
• You can also inform your them that something important is coming..

The most precious thing while

you speak are the pauses

• Imagine explaining an extremely complex situation or product, or problem

to your client
• Do you instantly move on to the next point – No
• Give them some time to Hear, understand, meditate and digest so they
Apply
• Flood them with information which has right pauses to maintain their
interest
• Use Pauses at Relevant Places

बात बेशक कम हो
लेतकन हर बात में दम हो

9
 Simplification of Complication in Communication
(Follow the Rule of 3)

• If you want something to get stuck in someone’s head,

put it in a sequence of three
• Key points may stick in people's minds for longer if they are written in
threes.
o Blood, Sweat and Tears
o Stop, Look and Move
o Feel, Felt, Found
o देखो, सनु ो, समझो’
o सूंस्कार, फवचार, व्यवहार
o Of the people, for the people, by the people
o Thoughts, Behaviour, Action
o Your Side of the Story, My Side of the Story and The Truth
o Bigger, Better, Stronger
o Drink, Dance and Dine

Scripted Personality is Rejected Perpetually (Go Off Script)

• Don’t sound too Robotic and Rehearsed

• Stories, Real Life Connects, Metaphors, Imaginations => Inspire Extreme
Emotion => Surprise, Hope, Excitement, Love, Empathy
• Don’t memorise the entire speech word-by-word:
• If you speak like a robot, your client will be disengaged in the first 2-5
minutes

If you can Speak,

you can Influence.
And Influence is Everything

10
• Never Read from Slide if you’re Giving a
Presentation
o Be Prepared and Properly Rehearsed
o People watching your presentation can read, so giving them the exact
same information can be boring and insulting
o Use images on slides as visual signposts
o Feel the content so that the audience can connect with you
o Ask yourself - How can I make this Easy and Interesting?
o Stop Saying You are Nervous & Start saying you are excited

Even if you are Einstein of your subject,

if the participants don’t understand
what you say
your expertise won’t matter to them

Purposeful Personality Communicates with Clarity

• It Is not always possible to Simplify the Subject

• Break complex topics into smaller parts and focus on simplifying them
• Clarity is more important than volume of content
• Define a Clear Why/Vision/Mission/Objective/Strategy
• It is never their fault if client/customer/employees cannot understand
something …. it is always yours
• Career Killer - Giving Generic Speech or Presentation
• Talking or Praising about Self – Long Self Introduction

11
 Repetition Vs. Re-iteration in Communication

• Keep repeating the key points in between => Let them hear it, help
them process it, and repeat so they understand it
• When you repeat, repeat in a different way every time
• But don’t drag too long with over repetition
KISS (Keep it Short & Simple)
• No Repetition
• Repetition will Kill your Reputation
• Content Cannot be Repeated Singer can sing same song – You and I can’t..
• Unimportant Topics are Unimportant
• Adults are very time conscious – They’ll Switch
• Move on to the main topic swiftly
• More Content in Less Time with Pacing and Pausing
• Many Speakers – Too Slow to Let Mind get Spaced Out
• Pitch/ Words Per Minute/ Fluency/ Pronunciation/
Pauses/ Emphasis on Important Words

Humorous Personality Attracts Organic Loyalty

• Humour in a Speech is Half Battle Won

• Very Important => If used right, can be Dynamic => If used wrong, can be
Damaging => Rule of Thumb => Make fun of yourself
• Avoid any Jokes on => Religion | Caste | Color | Vulgarity | Gender

Use Humor but not

to Humiliate

12
• Observe the Responsible stand-up comedians and
understand how they engage
• Fit the humorous piece in a conversational story-telling manner
• Power of Humor - Speaker should use because it is
o Memorable & Pleasant Environment
o Easy and best way to Build Rapport & Connect
o Makes the Audience a Participant
o Helps in ending up Disagreement
o A Source of High Retention Power and Motivates the Audience

“If you want to tell people the truth,

make them laugh,
otherwise they’ll kill you.”
Satyam Bruhyat Priyam Bruhyat..

• Engaging people is a tough job.

• Nowadays, it is even tougher because our capacity for attention is lower
than a goldfish’s.

The digital noise around us is so

high that only the extremities
get through
- Richard Branson -

Left Brain in Communication

(Use Data/ Facts/ Numbers/ Figures)

• Unusual Useful Information

• Adding Facts and Figures helps in Convincing Logical side of Brain
• Including Facts and Figures - Builds Trust/ Authenticity

13
• If you want people to retain interests
=> Include facts and figures to back up your claims
• Use Unusual/ Interesting Information

ABCDE of Communication

• There are 3 Kinds of Trainings (or Speech)

• एक जो आपने तैयार करी, एक जो आपने दी,और एक जो आप देना चाहते थे
• I’ve Never done any event without tailoring the content
• When creating content, be the best answer on the internet
• Know your Audience

Great Presentations are the ones

that are tailored to the needs of
their client

• Build Client Cantered Content

• Maximum Time => Research (Sharpening the Saw)
• Who is my audience? What are their burning issues? How does my message
help them?
• Listeners know when the Speaker has not done his home-work
• Outcome Centric Approach - Content =>Problem Solving and not Spoon
Feeding

Don’t waste time

covering topics
that are out of scope or
unrelated

14
 Information vs. Facilitation in Communication

• Don’t be a one-way machine of giving information or talking => You to

Your Clients
• Adult Learning Principles
• Adults need to know why they need to learn (WIIFM) or they will not
commit
• Otherwise => Adults - Resist + Lose Interest + Get Distracted + Switch off
+ Disengage
• If you want to connect, you must let them reflect
• Speaking vs. Engaging
• The Mediocre Speaker tells. The Good Speaker explains
• The Superior Speaker demonstrates Relevancy and Goal Oriented

Emotional Quotient of Intelligent Questions

• Prepare a series of leading questions before the meeting begins because it is

very difficult to come up with them on the spot
• Asking questions, helps them stay on-task, heightens concentration
& makes the subject matter more memorable
• If you ask a question and no responds, Reframe the question; perhaps it
wasn’t clear - Ask Engaging Questions
• Ask the right questions if you're to find the right answers - this will avoid
a one-way communication channel
• Anticipate Few Possible Questions - & Best Answers
• Give a small pause by nodding head. People feel respected and you will get
time to think
• Repeat Their Question - you will get even more time
• The test of a good speaker is not how many questions he can ask his team
that they will answer readily, but how many questions he inspires them to
ask him which he finds it hard to answer

15
 If You’re Naming His Name … He’ll Remember Your Name

• If you remember them, anyone will feel connected

• My name is sweeter than honey
• Using participants name attracts attention and conveys that you care about
them

Secret of Communication Taking permission will Attract

Submission (Take a buy-in before Speaking)

• At the beginning of a meeting, ask customer to rate their knowledge in that

topic from a 1 to a 10
• 99% times, people respond between a 2 and a 4
• Then you can say, “I have some excellent tips for you.”
• This is a way of generating need and taking their By-in
• You will see that now he will be more receptive
• What’s your experience with this topic? (Difficult Jargon)
• On a scale of 1 to 10, how much do you already know about this subject?
• What is the first thing that comes to your mind when you think about this
topic?

Communication with PowerPoint Presentation

• Importance of Visual Aids

o Most People Retain what they See more than
Retaining what they Hear
o They help in Summarizing the Information
o Making things easier to understand
• Deadly Sins of Making a PPT
o Text Heavy Slides
o Distracting Backgrounds and Poor Colour Combinations

16
 o Show, Don’t’ Tell More Pictorial (High Quality
Pictures and graphs) rather than writing too much text
• Tips for Making Effective PPTs
o Do not read from your slides
o Simplify the words on each slide
o Limit the number of words to Enhance Readability
o Use key phrases and include only essential information
o Use contrasting colors for text and background.
o Light text on a dark background is best.
o Use good-quality images (without background)
o Limit the number of slides. A good rule of thumb is one slide per minute
• Fonts
o Maintain Consistency – Headings and Subpoints
o Use different sizes for captions and headings
o Use large fonts to indicate importance
• Colours
o Check all colors on projection before actual presentation
• PPT Rules – Structure the Sequence
o 5/5 Rule of PPT => Less is More - 5 Lines per Slide and 5 Words per
Line
o Think in Pointers & Speak in Pointers - Use Bullet points
o No matter how important Your Speech is. It will not be effective if you
don't have a clear structure

Communication Through Engagement

Conduct Engagement During Meetings & Discussions

• 3 Minute Rule of Nudging
• Research - if a presenter does all talking - engagement drops by 86%%
• Never Leave your Listeners Idle for more than 3 Minutes
• Some physical / mental engagement is necessary for

The number one factor in

engagement is relevance,
because relevance is inversely
proportionate to reluctance
17
• Engaging Adults
o Quiz - Multiple-choice, True/false or Fill-in-the-blank
o Brainstorming: People are encouraged for Brainstorming, it’s very
useful for Problem-solving
o Debate or Focused Group Discussions. A discussion which structured
and very focused.
o Presentations for Reviews & Team Meetings
o Role Play – to understand a Situation
o Case Studies - Real-Life Situation & Practical Scenarios
o Design a Suitable Learning Environment.
o Fill it with content, posters, images, props, tools and materials related to
the business meetings.

Connector – Detector is Real Communicator

• Connect with Content that is relevant to their life

• Share Testimonies
• Start by Sharing Personal Experiences
• Speakers who talk about what life has Taught them will always keep the
Attention of their Listeners
• Sharing personal stories gives you greater credibility

Personal Connect with Eye Contact

• When you look them in the eye, they are more likely to look back at you.
• This way, they get less distracted by other things

18
 Becoming Social Media Influencer Will Enhance Personality &
Communication Both

YouTuber or a Video Influencer - It is a Rapidly Growing Industry,

projected to be worth up to 25 Billion $ by 2024
• Becoming a Video Influencer
o Becoming a YouTuber or a Video Influencer is an option that has gained
traction over the past years.esp. post Covid
o YouTube has over 38 Million Active Channels
o Over 15 Million Content Creators
o 25,000 Channels with more than 1 Million Subscribers
o Only 9% of Small Businesses have their Own Channel
o YouTube is the 2nd most preferred Channel for
Content Consumption for Millennials
o Average time spent daily on YouTube is 17min 31 Sec
o YouTube is used in over 80 Languages across the Globe
o 80% of Viewership is on Mobile App
o 70% of what People Watch is Recommended by its Algorithm
o Top 2 Countries – US | India
o YouTube is the second largest search engine after Google
o Its wide range of content ensures that there is always something for
everyone
o 5 Billion videos are watched every day across the globe
o YouTube’s popularity soared even more during the pandemic as people
replaced physical, in-person events with online interactions and
activities.
o India has the highest number of active YouTube users
o 93% of internet users in India watch YouTube
o 225 million people in India access YouTube regularly
o This means it is an excellent platform for people to reach their target
audiences
o And this presents a whole new opportunity for Video Influencers
• The trick is to stick to what you feel confident about and comfortable with..
o Who will watch my videos? (My Potential Audience)

19
 o What type of content should I create for them?
o When have people done this in the past?
o Why do I want to do this? (Passion, Profession or Profit)
o Where do I want this to lead me? (Future)
o How will I keep making my content better? (WCBI)
o What Kind of Brand do I want to Create?
o Do I want to spread my knowledge among people
through tutorials and skills?
o Do I want to showcase my talent?
o Do I want to become popular?
• Rules of Video Making
o Technique। Strategy। Consistent Plan
o Divide your energy into 3 parts:
1. One-third – Presentation Skill
2. One-third – Content
3. One-third – Post-Production

Personality gets Identified with Identity (Identify your Niche)

• You need to start by deciding your niche

• The best way to do this is to identify your core area of interest and/or
expertise and create your content within that domain.
• If your interest is yoga – you can create videos providing information about
yoga, teaching the various asanas, etc
• Don’t Create Videos on Everything you Know
o Some people think that creating videos on diverse topics will bring more
viewers, but it's absolutely not true
o Content on similar topics boost watch time of Channel and give people
a reason to subscribe
o To make yourself a recognizable channel, you need to stick to a certain
subject or theme and create useful content upon that.
o This will help your audience to find you easier,
and due to consistent watching your videos will appear in the search
results more often.

20
 Brand means Purpose -
Purpose means Success.
Identify your purpose of
becoming a video Influencer

• Comedy
o Bhuvaneshwar Bam (BB ki Vines)
o Amit Bhadana
o Ashish Chanchalani
o Harsh Beniwal
o Tanmay Bhat
• Technology
o Gaurav Chaudhary (Technical Guruji)
o Ranjit Kumar (Geekyranjit)
o Praval Sharma (Sharmaji Technical)
o Abhishek Bhatnagar (Gadgets to use)
o Abhishek Sagar (Technical Sagar)
• Food & Recipe
o Nisha Madhulika
o Sanjeev Kapoor Khazana
o Kanak Kathuria (Kanak’s Kitchen)
o Pankaj Bhaduria
o Amrita Raichand
• Travel
o Varun Vagish (Mountain Trekker)
o Ayush Dinker (Ethereal)
o Deepanshu Sangwan (Nomadic Indian)
o Saravana Kumar (India in Motion)
o Kritika Goel

21
• Gaming
o Ajay (Total Gaming)
o Sahil Rana (A_S Gaming)
o Amit Sharma (Desi Gamers)
o Lokesh Raj (Lokesh Gamer)
o Aditya Deepak Sawant (Dynamo Gaming)
• Health & Fitness
o Ranveer Allahbadia (BeerBiceps)
o Yatinder Singh Mr Asia
o Guru Mann (Guru Mann Fitness)
o Vivek Mittal (Known as Fit Tuber)
o Gaurav Taneja (FitMuscle TV)
• Music & Dance
o Sanam Puri & Partners
o Melvin Louis
o B Funk
o Dhanashree Verma
o Vidya Vox
• When you've decided on a theme for your channel, think if this is what you
really can do for a long time
• Figure out what it will take to run your channel, what you will need to
invest,
whether it will work for you in a year or five years.
• For example, it seems cool to have a travel vlog.
o But is this realistic for you?
o Will it be possible to create new videos constantly?
o Can you afford to travel so much?
o Does it fit into your overall lifestyle?

The illiterate of the 21st century will

not be those who cannot read and
write, but those
who cannot learn, unlearn, and relearn

22
 Relevant Community for Relevant Personality
(Choose the Right Platform)

• Know your Right Target Audience / Ideal Viewer

(Men, Women, Children, Old men, or Youth)
• Characteristics of your Audience (Age, Gender, Relationship Status,
Profession, Income Bracket, Hobbies, Economic Background, Urban/ Rural
etc)
• Know the social media platforms used by your customer
• Check profiles of influencers catering to the same genre
• For common man use their local language or Hindi
• For a very specific "upmarket" brand image - English

Bonus Strategies

1. Choose a Video Format

• Tutorials
• Ask Me Anything (AMA) Videos
• Whiteboard Videos
• Review Videos (Product/ Film/ Web series / Event)
• Educational Video (How to prepare for CAT)
• Challenge Videos (Pushup challenge, Dalgona Coffee)
• How to… Videos
• Unboxing Videos
• Behind the Scenes (BTS) Videos
• Explainer Videos
• Travel Videos
• Product Demo Videos
• Best & Worst Purchase Videos

23
 • DIY Videos
• VLogs
• Shopping Experience Videos
• Prank Videos, Meme Videos, Funny Videos
• Dance, Music, Songs
• Interview (Bada Bharat Show)
• Informational Videos (Gita in Action)
2. Create Right Content
• Content is not the King.. Its Kingdom for video influencers
• Content gets the following three forms of responses: Yes, No & WOW!
• Content having ‘WOW!’ factor is very difficult to find.
• Trim the edges and cut to the core of what you want to say.
• If your content isn’t driving conversation, you’re doing it wrong.
• Viral content
o Impactful Story
o Unusual Information
o Rub off effect
o Community based content
o Driving Extreme Emotion
o Content around a Cult Personality
3. Maintain Consistency
• Keep a Regular Schedule of Posting
• Best Day/Time to post on Overall Social Media
• Make a Content Calendar
• In the world of Internet, it’s important to remember your competitor is
only one mouse click away
4. Interesting Hook

24
 • Begin Video With Interesting Hook
• Viewership depends on - How well you’re able to Hook
• Opening should relate directly to the subject matter
• Curiosity generated by showing end results makes people more
interested

Google only loves you

when everyone else loves you first

5. Design Compelling Video Thumbnails

• Thumbnail relevant to the video’s title and content attract viewers and
increase watch time, which the YouTube algorithm values most
• Image Thumbnails, Story Thumbnails generate more curiosity in
viewers
• Contrast and Background
o If you have selected not a good contrast or the background colour
- Then the font colour will not be properly highlighted.
o Dark on Dark = Bad | Light on Dark = Good

25
6. Replicate Topics From Top-Performing Videos
• Through analytics one can find out which videos get the most subscriber
conversions per view
• By replicating their pattern, videos will get most subscriber conversions
per view
7. How Do I Look Like?
• Share Sharable Content
• How will people get perceived after sharing your content?
• For example, Narendra Modi sharing Picture of Cleaning the Road
and not with Z+ Security in Limousine

जबु ान तो सबके पास होती है,

कोई बात करता है और कोई बकवास।

8. Research Keywords for Tags, Titles, & Descriptions

• Keyword Suggestions From YouTube and Google Search
• Find Trending Topics With Google Trends =>Google trend provide
content that is trending & persons looking for
9. Add Keywords for Tags, Titles, & Descriptions
• Use an Algorithm-Friendly Pattern for Adding Tags
10. Create Playlists
• Playlists => Cohesive and Organized Channel
• A playlist can lead to the viewer binge watching your content for hours
11. Design Compelling YouTube Channel Home Page
• Compelling Homepage can be designed by:
• Choosing a Profile Picture - Channel’s icon acts as a potent ad for
business

26
 • Select a Channel Trailer - A 1 or 2-minute video
tells people what channel is about
• Create an About Page - Include a short, persuasive description of your
channel and focus on the first few sentences.
12. Develop Video as Series
13. Collaborate With Other Influencers - Collaboration creates endorsement
14. Assess the Analytics
• Who is watching your video?
• Where is it watched?
• Which video is watched the most?
• Which video is watched the least?
• Do the videos are getting likes or not?
• What videos have your audience engaged most with?
• Why do you think that is?
• Any Trend/feedback that can be used
• Track How Long Viewers Are Watching Videos
• Shows the general trend in watch time.|
• If watch time is going down, suggests to change in content
• Discover Which Videos Have the Highest Audience Retention

Subscriber is not only

your Audience;
it is your Biggest
Advertiser

27
 10 Day
10 Day
MBA
MBA
My Business Association
My Business Association

Day 6
Sales

0
 Need Based Selling

Need Based Selling is a New Marketing Tool now

• Wet Wipes: Convenience, Hygiene when clean water is limited, Ease of
use, Time-saving
• Shoes for New Born Babies: Instagram Pictures and Likes |
Cute Baby Pics| Dressing up Babies is a Trend | Moms want to look
Fashionable, Stylish & Classy
• Diet Foods
• Anti-Aging Creams: Getting Old & Wrinkled Loosing Looks,
Losing Facial Attractiveness | Creams Promise to Erase Wrinkles
Eliminate Dark Circles
• Fruits & Vegetable Purifier (Ozonisers): Removes Chemicals from Outer
Surface of Fruits & Veggies | Removes chemicals and pesticides
• Breathable Shoes & Clothes
• Organic Pulses, Fruits & Vegetables
Need Generating TV Ads

• Manikchand – Unche Log Unchi Pasand

• Navratna Hair Oil – Thanda Thanda Cool Cool
• Dairy Milk – Kuchh Meetha Ho Jaaye
• Fevicol – Yeah Fevicol Ka Mazbut Jod hai Tootega nahi
• Vicks – Vicks ki Goli Lo Khich Khich Dur Karo
• Maggi – 2 Minutes Mei Tayaar
• Alpenlibe – Jee Lalchaye Raha Na Jaye
• Kellogg’s Corn Flakes – Shuruaat Sahi Toh Din Sahi

1
 BYAF Technique

But You Are Free Technique

Negotiation Means
getting the best of your
opponent without
making him realise

Soft Close Approach

Show benefit of product and then
ask a low-impact question to understand if they are open to learning more.
This removes their need to commit,
and gives salesperson more time to Present

Insight and Discovery Questions

श्रीमद भगवद गीता की शुरुवात भी एक प्रशन से हुई है

Bhagavad Gita – Verse 1.1

धृतराष्ट्र उवाच
धममक्षेत्रे कुरुक्षेत्रे
समवेता युयुत्सवः |
मामकाः पाण्डवाश्चैव ककमकुवमत सञ्जय ||

2
 Do you Know? Most of the Major Historical Discoveries Happened because of
Inquisitive Individuals who were Driven by their Questions?
• What If We Could also Fly like Birds? The Wright Brothers
(Invented Airplane)
• Why Do Kids Resemble their Parents? James Watson
(Discovered DNA Structure)
• Millions of People Saw the Apple Fall from Tree but Only Newton asked
Why Did this Apple Fall Down?
Discovered Law of Gravity
• Are there other ways to Light up our Homes besides Candles? TA Edison
Invented Light Bulb)
• How Can I Make Painful Surgeries much more Bearable? Henry Jacob
Discovered Anaesthesia)
• How Can We See Through a Human Body? Wilhelm Conrad
(Invented X-Ray Machine)
• Why Some Blood Transfusions are Successful & Some Deadly? Karl
(Discovered Blood Groups)
• Is there a way we can talk to someone who is very far? Graham Bell
(Invented Telephone)
• How can I buy Books & Grocery while Sitting at Home?
Jeff Bezos (Built Amazon)

1. SPIN Technique
• S- Situation Questions
• P- Problem Questions
• Implication Questions
• N- Need Questions
2. A-R-C Sales Technique
• A- Ask
• R- Recommend
• C- Close (Cross Sell)
3. PAS Framework
• Problem: Identify and Clearly State the Problem your Product Solves
for Prospects

3
 • Agitate: Highlight how Dangerous the Problem
is and Remind Prospects about all the Negative Implications it have.
• Solution: Position your Solution
4. GROW
• Goal
• Reality
• Options
• Way Forward
5. CROPA
• Current Reality
• Options
• Purpose
• Action

Silly Hypnotism

A powerful Technique of getting other people to comply with requests

S - Story
I - Instant Laughter
Y- Yes Yes Yes Yes Yes
Instant Laughte: Say something that confuses the other person.
To work well, It Should bring Smile

If you can’t Convince

Confuse

Laughter: Releases their tension.

They are now in a relaxed state where they are open to suggestion with a bit
of fun
Light Self Fun: 'One sock is blue and the other is green –
I seem to have put on odd socks today.
Move to: 5Y- Yes Yes Yes Yes Yes

4
 I Am On Your Side | Empathy Close Approach

A smart salesperson listens to emotions not facts

• Salesperson empathize with prospects with Active and Deep Listening.
• Detect needs, goals, preferences, biases, beliefs, values
• Observe body language, tensions, excitement, fears - “body tells the real
feeling

It’s no longer about

interrupting, pitching, & closing.
It is about
listening, diagnosing, and prescribing

Landmine Approach (Competitive Advantage)

• Expose a Competitor’s Weaknesses by Giving Hidden Commands

• Provide the Prospect with the Information Necessary to Confirm that this
is a Weakness
• Salesperson expose a competitor’s weaknesses - He will make a decision
between a deficient product and a competent product
• Reason for Customer to Switch will act like a Landmine
Landmine Approach in TV Ads

• Colgate – Kya Aapke Toothpaste Mein Namak Hai?

• Magic Bricks – Property Sahi Milegi Yahin
• Nirma – Sabki Pasand Nirma
• Aajtak News – Sabse Tej
• Maaza – Har Mausam Aam

5
• Amazon India – Aur Dikhao
• Yatra.com – Ehsaan Mat Lo, Discount Lo
• Dettol – Mummy Mane Dettol ka Dhula
• Inshorts – News in 60 Words
• BIG BAZAAR - Isse Sasta aur Achcha Kahee Nahee Milenga
• Maruti Suzuki – Kitna Deti hai!
• Coca Cola – Thanda Matlab Coca Cola
• IDBI Bank – Bank Aisa Dost Jaisa
• Kingfisher – The King of Good Times
• Pepsi – Yehi Hai Right Choice
• Cleartrip – Making Travel Simple
• Flipkart – Shopping ka Naya Address
• MDH – Asli Masale Sach Sach MDH MDH
• Radio Mirchi – Mirchi Sunne Waale Always Khush
• Vicco – Vicco Turmeric -Nahi Cosmetic .. Yeh hai Ayurvedic Ccream

खरीदने का फायदा और
ना खरीदने का नुक्सान
- दोनोों को बड़ा करके कदखा दो-

Summary Close Approach

Summarize all the features and benefits of offer before asking for the order
Features Benefits
Feature आपके Product में होता है Benefit सामने वाले के जीवन में होता है
Pen
Grip अच्छी है हाथ कभी थकेगा नहीीं

German Technology की Nib है मोततयोीं जैसी Hand Writing हो जाएगी

6
 दे खने में खूबसूरत है Personality को चार चााँ द लगा दे गा

Ink लींबे समय तक चलती है एक Pen में चार Pen का मजा ले लोग

Cost Effective है पैसे बचा जाओगे

Mobile Phone
Quad Core Processor The phone will never hang
24/7 Store - Open for 24 hours Buy product any time
1 TB Storage in Mobile 10000 Songs & Pictures in your Pocket

FABulous Selling Techniques -

This method get to the core of what makes a product sell
• “F” Features: the technical specifications
• “A” Advantages: what it does better than the competitor
• “B” Benefits: Creating positive feelings or relief to a customer

Conditional Negotiation (Impulse Negotiation)

If I – Will You ? Close Approach

Offer additional discount which is not part of offer but can be provided if they closes
the deal immediately. It makes prospect feel like they won.

Tactic Example

Promise I will lower the price if you - Are ready to buy

Threat I will walk out of this meeting if you will not agree with me

Recommendation If you lower your price, my friends will also buy

Punishment I refuse to listen to your screaming. I will leave if you continue

Commitment I commit to deliver 100 units by June15 if you order now.

7
Conditional Negotiation (Impulse Negotiation)
• One Should not exploit but find a Win-Win opportunity
• Needs Patient Listening.
• Example, Car Dealers and Sales Representatives
o Multiple Financing Options | Customized Features |
o Extended Warranty | Free Accessories | Additional Free Services and
Maintenance | Easy Exchange

Middle One Approach

• Have three options to recommend customers, each at a different price

point
• Start with the most expensive one because this will be significantly more
expensive than the other two options but don’t spend a lot of time here,
but do mention how wonderful it is, Say it is probably a bit too much for
the customer.
• Go to the cheapest one and Say you will not recommend this, for example
as most people find it does not have enough features.
• Spend time on the middle one and the price of this should be closer to the
cheaper option than the most expensive one. Talk about how this is the
most popular model, how it has many useful features.
• Example - This is our premium product. Our most popular version is this
one. It has many useful features and I think will work best for you.
How it works?
• Starting with the expensive option has a priming effect, anchoring the
customer's mind on a high price. Recommending not to buy this helps
build trust
• Switching to the cheap option triggers relief at a more affordable product,
• Middle-priced product then becomes the natural choice. It has enough
features and seems a good choice, especially compared with the other two
options.

8
Contrast Principle
If a customer finds an item expensive, show him an expensive item first his
mind will work in comparison

Size of the Blue Circle is Same, but it is appearing small in Image 1 and Big
in Image 2

Create Competition

• Selling Old Cars =>

Give appointment at same
time
First Customer =>
Find Faults in the Car => 2nd
Customer Arrives =>
Gives Opportunity to 1st
Customer =>
3rd Customer Arrives =>
1st Customer Buys
Eg: Droom (Social Proof Trap)

9
• One of Largest ecommerce site for Automobile -
Used and New cars and two-wheelers
"Bidding History" Display:
• Droom shows the number of bids placed on a car, along with the highest
bid amount.
• To create competition and FOMO (fear of missing out)=> leading buyers
to bid higher than they initially intended.
"Recent Sales" Showcase:
• Displaying recently sold cars and their final prices encouraging buyers to
bid higher to match or exceed those prices.
• Sales Zoom 3X in FY 2022

Profitable Push Sales

• Software Suggests Profitable Push Sales of High Margin Item and Items
which are Nearing Expiry
• ERP Software से Retailer को Distributor के Dump पड़े Stock की जानकारी
हो जायेगी|
• कौन सा Item Expire होने वाला है | कौन सा Item खराब होने वाला है | कौन से Item
Dump हो रहे हैं कौन सा Juice का डब्बा सड़ने वाला है |
• Example | तजन Items की Expiry Date नज़दीक होती हो वो 5०% Discount पे
तमलने लगते हैं | High Margin Substitute
Big Basket
• “Push Sales" for Short-Shelf-Life Items with deep discounts on perishable
items close to expiry. Huge discounts on fruits and vegetables approaching
their expiration date
Amazon
• Amazon displays "Frequently bought together" recommendations,
encouraging cross-selling and upselling.
• Limited-time Offers: Countdown timers create a sense of urgency,
pushing customers to purchase impulsively.

10
 Competition Analysis

The Weakness of an Enemy

Is Opportunity of
your own Strength

1. Determine Competitors
2. What Products they offer
3. Their Sales Tactics (Channel)
4. Their Results (Revenue)
5. Analyze How Competitors Market their products
(Schemes/Pricing)
6. Analyze the Customers Level of Engagement
7. Observe their Promotional Content
8. Look at their Social Media Presence
9. Perform a SWOT Analysis to Learn their Strengths, Weaknesses,
Opportunities, and Threats
Real Solution: Improvisation in Innovation of Competition
can Kill the Competition

Buy or Bury the Competition

या तो खरीद लो या ख़तम कर दो
– Jack Welch –

Quantification of Value Creation | Nail Value Proposition

How much Benefit are you giving to your customer –

Compare your Price on the Basis of that

11
• My Unique Feature
• Your Unique Benefit
• Quantification of Value Creation
• जो वैल्यू आप अपने कस्टमर को दे रहे हैं उस वैल्यू का गतित लगाइये
• तकतने रूपए का खचाा घटाया?

• तकतने रूपए का लाभ तदलाया?

• तकतने रूपए के कस्टोमेरो को जोड़े रखा ?

• तकतने रूपए की Branding Improve कर के दे दी ?

• तकतने रूपए का Employee Satisfaction बड़ा तदया?

• तकतने रूपए की Productivity बढ़ाई?

• तकतने रूपए का नया कस्टमर ला के तदया आपने?

• तकतने रूपए का उसका तबज़नेस स्केल कर तदया?

• तकतने रूपए का उसका मातकाट शेयर बड़ा तदया?

Without a compelling
value proposition,
you're just another
fish in the sea

LEAD Scoring

• Prioritizing Prospects - Hot Warm Cold

• It’s a point system for ranking Customer on a scale of 1 to 10
• (SQL) Sales Qualified Lead
• Let the Team update everyday about their - Red Yellow Green – Hot
Warm Cold.. - it helps you save time in planning Follow Ups..

12
BANT Sales Technique

• Budget – Authority – Needs - Timeline

• Determine whether or not pursuing a customer is worthwhile
• Avoid wasting time.

Be the sales rep

you wouldn't say no to

Thermometer Close Approach

• Gauge how close they are to making a purchase.

• Customers are being asked to rate on 1-10 Scale to how likely they are
about to purchase the product

Research Before Reaching

• Pre-call research doesn't have to take a long time

• Research Prospects before Conversation:
• LinkedIn | Twitter |Company's press releases page | Competitors' press
releases pages | Blogs | Company financial statements |Facebook | Google
Website (prospect and company)
Pain-Based Selling

• 3 Levels of Pain:
o Technical | The business-financial impact |Personal Interest
• Research is to see and think what nobody else has thought
• Sell the problem you solve, not the product

सामने वाले के ददम को

पकड़ो की क्या ददम है उसका
उनको ये realize कराओ की
अगर ये ददम बड़ा हो गया,
तो ककतना बड़ा हो सकता है
13
 Old Relationships Matter

• Following up with an Aged Lead is a Cost-effective Marketing Tool

• Exclude Unqualified/ Incompatible Leads – Don’t Waste Time
• Turnoff for an old lead is straight Intrusive Demand for Money
• Do not Push the Sale Immediately after Re-connecting with an Old Lead
• Before picking things up Salesperson must first know where were they left
off.
• Customer doesn’t like to Repeat!
• An old lead who was previously in contact with you has a history and a
story
• Know before calling - Why did they lose contact? What’s their story?
• Its easier to sell to an old customer than to find a new one
• Develop Marketing Program for Old Customers
• Update them with Company and Products
• Make them feel as Valuable as possible

1. Zomato
• Zomato Premier League=>
• A gamified loyalty program where users
earn points for
• ordering food, completing challenges, and
referring friends.
• Predict the Match on Zomato=>
• Get 40% off +30% Cashback

2. Flipkart
• Flipkart Coins=>
• A virtual currency earned
through activities like product
reviews, quizzes, and social media
engagement.

14
Ask Reference If not Sales

• Ask for Reference Immediately after Closure

• Reference gets you easy entry for a warm meeting
• A reference is not a favor (Provide Some Incentives)

The Backward Close Approach

• Starting first by asking for referrals

• This technique puts prospects at ease because they feel like one is not
trying to sell anything
• Do what you do so well that they will want to see it again and bring their
friends
• Hundreds of companies run referral program to expand their reach!
o Paytm | Cred | Livpure | Zerodha | Lakme | Amazon | Flipkart | Google
Pay | Candy Crush | Dream 11

Outreach your Potential Customers (List Banao Campaign)

• Making as many contacts as possible is a practical strategy

• You are out of business if you don’t have a prospect
• Lead generation is Foundation of Cumulative Conversions
• Confirmation Bias
• Interest | College | School | Political Party | Religion | Sport Club | Author
| Business| Dialect | Tone | Community | Baniya Samaj | Jain Samaj |
Religion/Cast| Doctor | Teacher | Business | Student
Industry Association
• There are more than 2,500 Indian associations that cover and cater to
Trade and Industries
• Products and Manufacturers
• Trade Associations & Chambers

15
• Associated Chambers Of Commerce & Industry Of
India (ASSOCHAM)
• Confederation Of Indian Industry (CII)
• Federation Of Indian Chambers Of Commerce & Industry (FICCI)
• PHD Chamber Of Commerce And Industry
• Federation Of Indian Export Organizations (FIEO)
• (NASSCOM)
• Industry association for the IT-BPO sector in India.
• SME Chamber of India
• Confederation of All India Traders
Sector wise- Industry Associations
• All India Association of Industries
• SIAM- For Automobile Manufacturers
• Cement Manufacturers Association
• Indian Banks Association
• The Association of Mutual Funds in India (AMFI)
• All India Mobile Retailer Association (AIMRA)
• Federation Of Hotel And Restaurant Associations Of India (FHRAI)
• Indian Chemicals Manufacturers Association
• Indian Drug Manufacturers' Association
• Hotel Association Of India (HAI)
• Builders Association Of India
• Indian Sugar Mills Association
• Retailers Association Of India
Benefits of Associating with these Industry Groups
• Networking
• Training and Education
• Exchange of Ideas
• Voice of the Business Community Information
• Best Practices
• Certification| Credibility
• Research
• Take Advantage of Group Purchasing

16
• Professional Development Opportunities
• Opening Doors to Leadership position in the industry
• Making your Own Association

Follow Up…Follow Up…Follow Up | Follow Up का भूत

The follow-up call is the difference between a lukewarm lead and a hot prospect

• Make sure to send them a thoughtful, useful follow-up messages with

incentives to buy from you again
• Send Follow-Up Information Immediately After (Same Day)
• Build Right Call Cadence| Follow Up Ka Bhoot

Agents who don’t follow-up

on their customers are
leaving a lot of money
on the table

• Most Crucial – Don’t Forget

• Customers sticks for a longer time if you are available
• “Follow-up” = Customer Service
• ‘Timely Follow-ups’ = Timely Conversion
• Thank you mail/ Birthday - Anniversary / Congratulations/ Condolence
Create Value in Every Follow-up
• Ask for the Best Way To Follow Up (Phone/ Email/ Message)
• No matter how Successful and Effective your Meeting is, without clear
action items often goes to waste.
• At least one clear action item
• Reach out to SQL's within 24hrs of sign up

17
• Engaging them in direct conversation within their
first day because he may have also comparing competitor products, doing
research and coming to their own conclusions—
• Checking reviews, ratings, videos.
• Follow up until get a definitive answer
• Don’t Leave him without a clear yes or no

Don't give up –
Diamonds are found
after digging, not on the surface

• Not following up with your prospects is same as filling up your bathtub

without first putting the stopper in the drain
• Either you follow-up or you fold-up
• 98% sales happen because of follow ups
• Only 8% of sales professionals follow up 6 or more times.
• 60% of customers reject offers four times before making a purchasing
decision
• Sales professionals who follow up within 24 hours=>
• Get an average response rate of about 25%

Emotional Selling | (People Buy Emotionally, Justify Rationally)

• There's no such thing as a purely rational decision. Emotions Influences

our decisions
• Following six emotions impact decision making:
Greed | Fear | Humanity |Envy| Pride | Shame
• Don't try to bring forth all of these feelings – choose one or two that will
resonate and subtly mix them in
o Mountain Dew – Darr Ke Aage Jeet Hai - Thrill
o MSeal – Ek Tapakti Boond Aapki Zindagi Badal Sakti Hai - FOMO

18
 o MasterCard – There are some things money can’t
buy, for everything else there’s MasterCard - Greed
o Surf Excel – Daag Achhe Hain - Satisfaction
o CP Plus – Upar Waala Sab Dekh Raha Hai - Humanity
o Cadbury- कछ अच्छा हो जाए, कुछ मीठा हो जाए - Celebration
o Redbull- It Gives you wings - Energetic
o Imperial Blue- Men will be Men - Fun
o Ultra Cement- घर एक ही बार बनता है - Achievemet

People don't buy for logical reasons,

They buy for emotional reasons

One soul-satisfying
emotion is bigger then dozen facts

Top Representative, Top Territory

• Assign Top Reps to High Value Territories

• Formula for increasing sales is to understand which reps produce the most
sales and then draw a territory that maximizes that potential.
• Alignment between representative skills and territory
needsUnderstanding Criticality of Client and Capability of Manpower
• Critical Client – Incapable Manpower
Total Failure – You’ll Lose the Client!
• Critical Client – Capable Manpower
Success – You’ll Have the Client’s Trust & Opportunities
• Focused Planning For Top Accounts
• Pareto Principle - 80% of revenue comes from 20% of customers
Criticality Capability to be Matched..
• Assign Dedicated Strategic Account Managers
• Potential + Performance + Skill + Will = Capable Manpower

19
 Build Trust Before Transaction | Rapport Building

• Pacing – Leading | Mirroring – Matching | Parroting – Paraphrasing |

Inform – Involve
• Compliments: Not an obvious flattery
• Don’t celebrate closing a sale, celebrate opening a relationship
• Sales is nothing but nurturing relations
• All things being equal, people will do business with, and refer business to,
those people they know, like, and trust.
Trust Signals
• Create favorable perception of brand in the mind of the prospect and can
potentially overcome hesitations
• Will You buy a Apple X from someone you don’t know on Traffic Light..
• Trust is Highest Reason for Sales to happen.
• Trust = Speed (Directly Proportionate)
• Salespeople to act as trustworthy source such that buyer actually
convinces the seller to sell
THINK Model
• True. Helpful. Inspiring. Necessary. Kind
• Establishing trust is better than any sales technique.
• Worst would be when you let other know you are doing to achieve your
targets and incentives

Trust starts with

truth and ends with truth

20
 Try Before you Buy| Product Demos (Puppy dog Approach)

• Demonstrate value, not features or functionalities.

• Offering free trial so that prospect get a chance to fall in love with it.
• Example: Test Drive of a Car | Holding a Cute Puupy in Hand before
Buying
• Intelligently use Free Trials
• Benefit is Right people commit quickly to signing up, & Opportunity to
verify whether or not product is right for them.
• A mediocre person tells, A good person explains,
• but A superior person demonstrates to see for themselves
• Example,
o LinkedIn Premium=> Free for One Month
o YouTube | Netflix | Amazon Prime=>
o Almost all Digital Applications provide premium services free as trial
for 1-3 months
o Spotify Premium=> Free for One Month ad-free listening, unlimited
skips
• Increasingly popular among ecommerce merchants.
• Online sellers know that the barrier to conversions is the fact that people
can’t touch and feel the products before purchasing “try before you buy”
initiatives.
• Shoppers are given a specific trial period (ranging from a couple of weeks
to a month) and if they don’t return the item back to the seller, they will
be charged for the full amount.

Build Scarcity | The Now or Never Close Approach

• Promise extra benefits if the prospect acts now

• Use it if they are interested, but still not Buying
• Add Extra benefit + Limited-time Offer
• Various Platforms=> AirBnB | MakeMyTrip | Myntra | Amazon=>

21
 1. limited-time discounts
2. highlighting that a specific room or flight is in high demand and about
to sell out
1. Scarcity Close Approach
• Urgency with limited – time offer or special promotion
• Limited Edition Sales
2. The “Hard to Get” Close Approach
• Simply stop calling back and let prospects to take the initiative
3. “Best Time To” Close Approach
• Look for a trigger event related to the prospect why now is the right
time to invest in his product such as digital learning content selling in
Lockdown Period
4. The Take Away Close Approach
• Suggesting that the prospect forgo some of the elements to save money..
It make customers want to move ahead with the sale, so they don’t lose
anything on their wish list.
5. Pressure Sales Technique
• Pressure on customer in artistic way..
• An Item is Limited | Nothing is left |Only for those who Understand |
Only for private club members
• Real estate agents often use the "Take Away Close"
• Rising property prices the possibility of someone else making an offer
on the property. This can motivate the customer to act quickly

Kill the Objection in Advance (Antidotes of Objections)

Treat objections as requests for further information

• Listen Acknowledge Clarify Explain (LACE)
• Exactly
• Feel Felt Found
• LAIR Technique
o Listen - Acknowledge – Identify Objection - Reverse Objection

22
 Quality Close via Artisan Approach

• The Quality Close Approach | Quality Quality Quality

o Talk about quality above anything else leads faith in the prospect
• The Artisan Close Approach
o Talk about the skills, the art, the abilities needed for their product to
have come into existence convinces that product is best in quality
• Example – Fab India
o Fab India shares stories about the skilled artisans who create them=>
o Attract customers seeking authentic and high-quality product

AAAFTO (Always Always Ask For The Order)

One who is shameless, he will never become spineless

• As Salesperson regularly request orders=> Boosts Confidence | Encourage

Closings=> Potentially Increase Closings as well
The Calculator Close Approach

• By Calculating discount and showing discounted price on calculator which

is different from quoted price one can easily close the deal and build a
great relationship with prospect

Elevator Pitch

When one pay attention to detail, the desire of big picture will take care of itself
1.Attention Catcher –
2.Curiosity Generating
3.Trust Builder –
4. Value Creator
How to practise an elevator pitch?

23
1. Role play till you are flawless
2. Make your own videos, self internalize and repeat

• AIDA Sales Technique

o A- Attention
o I- Interest
o D- Desire
o A- Action
• Example:
o Uber : We help individuals get from A to Z with a simple ride-sharing
app.
o Amazon: We help people buy and sell things online.
o Facebook : We help individuals stay connected and share experiences
online.

Winners take imperfect action

while losers continue
tries to perfect the plan

70/30 Rule Approach

• Customer should do 70% of the talking and the salesperson, only 30% for
healthy balance
• Salesperson is learning how to win their agreement
Opinion before Pitching Approach

• Asks his or her opinion of the product or service so that he can identify
the issues early and can address them to speed up the closing cycle.
Focus on WIIFM (“What’s in It for Me? )

• Write down his WIIFM Statement Before Meeting Him..

24
 Don't Just Focus On
What People Are Interested In
Become What
People Are Interested In

• Make it about them

• Just like you don't like listening to a self-absorbed, monopolized
conversation buyers don't like listening to salespeople talk at length about
their companies or offerings
• Rule is always make it about your buyer.
• Every email you write, voicemail you leave, demo you give, and meeting
you attend
• Constantly ask yourself, "What's the relevance to this particular
prospect?"

People Don’t Buy Vitamins

They Buy Health

Go Digital | Brick and Mortar to Online

• Make Custom Orders and Sell them Online

• The possibilities are endless - People are selling everything from
Homemade Candles| Handbags | Paper Bags | Jewelry | Soap etc.
• Setting up a seller account on eCommerce website is easy.
• Sell anything online in India and create a brand
• Lowest Set up and Operational Cost
• Fastest Reach
• Open 24 x 7 and 365 days
• Secured and Quick Payment
• Buyers Buying Interest can be Monitored
• Don’t find customers for your product. Find products for your customers

25
Most Common eCommerce Websites
Alibaba Big Basket
Flipkart Amazon
Paytm Mall E Bay
Home Shop 18 Yebhi
Sale Bhai Myntra
Lime Road Naaptol
Zepto Crafts villa

Outbound to Inbound Marketing Activities

Out-bound Marketing
• Traditional Method
• Marketers attempt to find Customers
• Trade Shows
• Seminars
• Cold Calling
• Telemarketing
• Email Blast
• Advertisement (TV, Radio, Print, Hoarding)
• Door-to-door Sales
• Costly | Low ROI ( Needle in a Haystack)
In-bound Marketing
• Marketers earns the Attention of Customers |Help “Get Found”
• Content Marketing | Blogging | Social Media | SEO
• Inbound Model has Power to give the Consumer Exactly
1. What they are Looking for
2. At their Price Point
3. When they need it.
Social Media KPIs
• Response Rate or Reaction Time
• Positive vs. Negative Mentions Ratio - Out of all your social mentions,
how many percent is negative?

26
• Social Media is not Just Technology, it’s a
Conversation –
1. Number of Post
2. Total Reach
3. Number of Leads
4. Conversion/Leads
• Social Media is about psychology more than technology

Successful social media marketing /

is not built on impressions,
It is built on relations

Landing Page is Landmark

• Your Sales Message on Landing Page Should Be Clear

• Pick 1–2 benefits
• Be Specific
• Multiple Benefits - Sends Multiple Messages
• Keep Your Messaging Consistent Across Campaigns Eg, Coke & Thumbs
Up
• David Ogilvy rewrote a Headline 104 times for a Rolls Royce Ad.
• He would spend more than half of his time creating just a headline
• Over 50% of Traffic is Lost Due to Poor Headline
• 80-85% People Read Headlines, while only about 20% will read the actual
article
• Based on the Headline itself, people make the choicePowerful |
Compelling | Magnetic Headline
• Excellent Headline => 500% Difference in Shares and Traffic
o Catchy Headline
✓ Clear, Catchy, Short and Crisp Headline
o Headline Targeting a “Community”

27
 ✓ कैसे बने 'गुजराती' इतने अमीर? | YouTube vs.
TikTok
o Headline with Top… (10/ 5/ 7)| List | Numerical
✓ Top 10 Richest Man in World
✓ Top 10 Richest Countries in World
o Surprise Element
✓ Dubai के पास इतना पैसा कहााँ से आया ?
✓ इस Restaurant के घोटाले ने सबके होश उड़ा तदए !
o How to… Headline
✓ How to Lose Weight? How to Reduce Stress?
o Negative Headline
✓ Business में कभी ना करें येह गलततयाीं
o Rhyming Jingle
✓ Lifebuoy है जहााँ, तींदुरुस्ती है वहाीं
✓ Melody खाओ, खुद जान जाओ
o Question and Reverse Question
✓ Business को Auto - Pilot पे कैसे चलाएीं ? |
✓ क्या आप अपना व्यापार बड़ा करना चाहते हैं ?
✓ क्या आपके Toothpaste में नमक है ?
o Predicting Trend
✓ कोरोना के बाद छोटे Business कैसे उभरें गे
✓ कोरोना के बाद भारत का क्या हाल होगा
o High Quality Pictures
✓ Our brain processes pictures 60,000 times faster than the text.
Pictures should be appropriately explaining your Business Goals
o Name Dropping Authority
✓ IMA|WHO|GWR|FICCI|PMO|Mukesh Ambani | |Bill Gates
o Promise | Achievement | Hope | Confidence
✓ Surf Excel – Daag Achhe Hain’
✓ CP Plus – Upar Waala Sab Dekh Raha Hai
o Extreme Unusual Emotion
✓ iPhone खरीदने के तलए युवक ने बेचीीं Kidney
✓ शादी के 2 साल बाद पता चला की पत्नी लड़का है , औरत बनके तदया धोखा
o Call to Action

28
 ✓ Immediate Desired Action | Button form |
Contrast Colour | Distinct
✓ Eg, Avail the Highest Car Accessories Discount Now!
✓ Activate your Free Shipping Offer Today!

Email Funnelling

• Delivering Value with Awareness (Don’t Sell in 1st Email)

• How to Build a Successful e-mail Marketing Funnel - E Mail Marketing
funnel helps covert a visitor in customer
o How Many e-mail Sent
o How Many e-mail Received
o How Many e-mail Opened
o How Many Clicks Received
o How Much Conversion
• Bounce Rates- Emails going undelivered or Junk Box
• Unscribe list-Unsubscribe after opening. Its good you will save time
• Landing Page - Percentage of consumers going from Link to Landing Page
• Conversion Rate
• Landing Page to Payment Portal to Successful Conversion
• Consumer Orientated Content
• Private Instructional Videos to Gain Traffic
• Share customers’ testimonials and reviews

Email has an ability to create

valuable personal touches
- at scale -

29
Email Marketing
• Convert your Interested Customers into Paying Customers Personalized
Email Conversion Rate is 20% more
• Track when your Customer Opens an Email
• Subject Line should be Creative and Hitting the Pain Point
• Don’t Ignore your Invisible Customers
• They want to buy your products But, you don’t know about them
• If you are able to Convert Invisible Customers into Loyal Customers,
then your Customer Base will Increase Exponentially

Discounts and Schemes

Discounting Strategy for Businesses

• Keep a track of 2 things while discounting prices:

1. If you continually mark down costs, you could wind up losing money.
2. Customers might not feel a sense of value or urgency if everything is
always marked down.
• Know What to Mark Down
• Know your customer lifetime value
• Know your Gross margin
• Calculate the best discount price to still make a profit
• Implement psychological pricing
• Test different discounting tactics
1. Loyalty Member Discounts
• After a customer spends a certain amount they receive a discount.
• Based on their buying habits. Upsell products as well. They purchase
more expensive
2. Exclusive Memberships
• Exclusive perks and experiences for top advocates.
Like I am giving free courses on sharing this video
3. Seasonal Discounts or Promotional Discounts
• You can get rid of old inventory.

30
 • Markdown items that are out of season
4. Promotional Discounts
• Limited time Discounts. Toward the end of a product’s life cycle.
5. BOGO
• Buy One Get One (BOGO) is common promotional scheme.
6. Volume Discounts
• Discount when they buy in bulk.
• Especially useful business-to-business company,
7. Multi-buys
• Multi-buy promotions (i.e., “10 for the price of 5”) is another good
option if one wants to clear inventory.
8. First Time Shopper or Early Bird Discount or New Customer Acquisition
Discount
• Offered to Attract new, first time customers .
• Incentivizes people to purchase at least one product
• Early-Bird Discounts for New Products (New Product Promotion
Discount)
9. Discounts on Social Media
• Promote offers on social media,
• Hold contests, conducts polls
• Ask questions to encourage users to interact.This encourages users to
follow you
• Free Shipping - Works well for E-Commerce Business.
o Home Delivery
o Pados Ki Dukaan
10. Coupon Programs
• Buy one and get one free by Pizza Hut
• 50% off on first five meal on Zomato & Swiggy for New User
• 80% off on Purchase of medicine through Netmeds
• Free sample offer from L’Oreal
• ढक्कन खोलो इनाम जीतो – Coca Cola
11. Bundled Discounts
• Rather than lowering the selling price of one product
• You lower the price of a group of items bought together.
• Bundling Increases the Number of Items You Sell

31
 • Customers Get to Try Your Other Products
• Without discounting the price, you added value to their purchases.

Flash Sales

1. Time-bound
2. Limited quantity,
3. Significant discounts
• Business model of almost a FOMO (Fear of Missing Out)kind of urgency
• Gets rid of excess inventory and stabilize existing inventory.
• Different from regular online sales in 3 specific ways:
• Shorter Timespan | Limited Selection of Product
• Rent from regular online sales in 3 specific ways:
• Shorter Timespan | Limited Selection of Product
How to run a Flash Sales ?

• Choose right Product for Targeted Customers

• Promote Sale Ahead of Time
• Word it Correctly
• Find the Sweet Spot
• Create a Limited Time Offer
• Use Captivating Advt to Drive Action
• Use a Countdown Timer
• Host Flash Sales Events
• Incorporate a Last Chance Section

Cross Promotion

Brand teamwork makes the dream work

Cross Promotion is when two non-competing brands, whose Psychographic and
Demographic is same, come together to Promote each other

• Cross – Selling => Related Products | Connected Products |

Complimentary Products

32
Create Affiliate Programs (Or Cross Promotions)

• Affiliate programs or strategic partnerships with an organization that

complements
• Products or services from different businesses are often bundled together
as a package deal
• Expand reach of Both Brands=>
• Customers of one business are introduced to the products or services of the
partnering business
• Mutually Promote each other’s offerings=>Via joint advertising,
marketing campaigns, or promotional events.
• For example, a Window Installation Organization & Window Cleaning
Company, SaaS (software as a service) organization & IT support
company
o Mc Donald’s – Coca Cola
o BMW – Louis Vuitton
o Google Android – Kit Kat
o Nike – Apple
o Paytm – Kit Kat
o Amazon – iPhone
o Dominos – Coca Cola
o Pizza Hut – Pepsi
o Ariel – LG
o Uber – Spotify
o Red Bull – Go Pro
o HDFC Bank – Red Bus
o Axis Bank – Indian Oil
o ICICI Bank– MakeMyTrip

Reduce Risk

Offer a Bulletproof Money-Back Guarantee

• Risk of Buyer’s remorse can be overcome with offering a bulletproof

money-back guarantee
• More risk removed from the prospect’s decision, likely to increase the
sales of the product

33
 Plan for risk,
but don't let it paralyze you

Ways to Reduce Risk

1. Money Back Guarantee

• “7-day money back guarantee.”

• The stronger your guarantee is when compared to your competitors –
the more you will dominate the market and make your competition
completely irrelevant!
2. Money Back with New Product Guarantee

• Not only will you get your money back – you’ll also be able to keep
using the Product
3. Buy-back Guarantee

• Flipkart on Mobile Phones and by Urban Ladder on Furniture

4. Low Price Guarantee

• This simply states that you are offering lowest price Guarantee –
Big Bazaar (Isse Sasta Kahin Nahi)
5. Free Service Guarantee

• Car | Two-Wheeler | AC | RO offer Free Servicing Guarantee for 1 – 2

Years
6. Cash-back Guarantee

• Paypal/Paytm/Mobiwik/Google Pay
7. 100% Placement Guarantee=

• Colleges offering Job Guarantee (only after paying complete fee)

8. Zero Guarantee

• Apple - Products are so great that you don’t offer refunds

34
9. Replacement Guarantee

Bgavagad Gita Verse 4.40

अज्ञश्चाश्रद्दधानश्च सोंशयात्मा कवनश्यकत।

नायों लोकोऽस्ति न परो
न सुखों सोंशयात्मनः

Product Knowledge + Product Conviction = Sales

Product Conviction => One presents himself to the prospect as an expert, HE is more
likely to be influenced by Sellers opinion

ऐसा सींशय आत्मा तजसका अपने Product, Organization, Leadership, Boss, Self

पर तवश्वास नहीीं हो उसका तवनाश होना तनतित है

90% of Selling is Conviction

and only 10% is Communication
of that Conviction

5 Reasons of Sales Failure

• No Need (जरूरत नहीीं है )

• No Hurry (जल्दी नहीीं है ) Can be Improve through
• No Desire (इच्छा नहीीं है ) Conviction & Knowledge
• No Trust (तवश्वास नहीीं है )
• No Money (पैसा नहीीं है ) Capable to arrange anyhow by Debt Equity etc.

35
 10 Day
MBA
My Business Association

Day 7
Human Resources (HR)

0
 Policy से लेकर रं गोली तक, सब यही बनाते हैं
Appraisal से लेकर हर छोटी मोटी Update इन्ही से होकर जाते हैं
CV से CCTV तक - Resume से Resignation तक
सबके कताा-धताा - “व्यापार के सूत्रधार” – HR

Playing Jokes on HR is easy,

but playing role of HR is not a joke

अच्छा Organisation कै से बनता है?- अच्छे Culture से

अच्छा Culture कै से बनता है?- अच्छे लोगों से

अच्छे लोग कौन लेकर आता है?- HR

लेककन एक Entrepreneur जब शरुु आत करता है

तो उसके पास Human Resource का कोई Source नहीं होता

आप भी जब ककसी भी Business की शरुु आत करते हो तो=>

आप ही Sales करोगे , आप ही Marketing करोगे, आप ही Client से बात करोगे

आप ही Production और Tech Team हो, और आप ही HR हो

यहााँ तक की झाड़ू पोछा भी खदु ही लगाओगे

Piyush Bansal ने जब Singapore में Lens kart store खोला

Launch से एक कदन पहले, रात 1 बजे तक खदु Store की सफाई की थी

Bhavesh Agarwal शरुु आत में भाड़े पर कार लेकर, खदु ही Taxi चलाने कनकल जाते थे

कयूंकय क Drivers और Cars कमलने में बहुत कदककत आती थी

Deepinder Goyal खदु , restaurant और Delivery Partner ढयढ़ने कनकल जाते थे

कहने का मतलब है manpower hiring से पहले, Man को खदु का power कदखाना पड़ता है

1
 गलत Hiring ऐसे है जैसे,
किसी लोमड़ी िो Poultry Farm में पालना

Q1. अच्छी Manpower को कह ाँ से ढाँढ?े

Q2. अच्छे लोग भी 3-4 महीने में ही छोड़ ज ते हैं, Retain करने के ललए क्य कराँ?

Q3. Employees को कोई भी Issue के ललए Process कै से बन ए?

Q4. Owner की Presence के लबन , Employees की Productivity और Consistency कै से

बन ए रखें?

Q5. Satisfied Employees को Engaged कै से रखाँ?

Q6. Employees की Training और Skill Development कै से कराँ?

Q7. Employees को क्य Benefits द,ाँ की उसको ज्य द Salary लमले तो भी भी छोड़ कर नहीं ज ए?

Q8. Employees को Incentives और Promotions कै से द?ाँ

Q9. Appraisal में सब ज्य द से ज्य द Increment च हते हैं, एक Effective Appraisal Process
कै से बन ऊ?

Q10. Employees की Performance को कै से Measure और Manage कराँ?

Q11. Work From Home और Field Workers की Performance को कै से Track कराँ?

Q12. Employee क म सीखने के ब द मेर Competition न बन ज ए, इससे कै से बच ज ए?

“I'd rather interview 50 people

and not hire anyone
than hire the wrong person.”
— Jeff Bezos —

2
 Talent Acquisition

अगर आप एक छोटी Company के Owner हो

तो सबसे बड़ Challenge होत है Talented Manpower हो Hire करन

Talented Individuals य तो आते ही नहीं हैं और आ भी गए तो जल्दी ही छोड़ ज ते हैं

लेलकन अगर आपक HR Efficient और Effective है तो यह मलु ककल स लदखने व ल क म भी

आस न हो ज त है

If you hire people who are smaller than you - You shall become a company of Dwarfs
So, hire people who are bigger than you - You will become a company of Giants

यकद आप अपने से छोटे (कम समझदार) लोगों को काम पर रखते हैं तो आप बौनों की कूंपनी बन जाएूंगे
इसकलए, अपने से बड़े (ज़्यादा समझदार) लोगों को काम पर लें – आप कदग्गजों की बहुत बड़ी कूंपनी बन जाएूंगे

If you find someone who’s great,

don’t wait until there’s a job opening
hire him and create space for him

Don’t Hire Talented People – Hire Relevant People

Bringing the right people on board saves you thousands
Hiring wrong person is the costliest mistake you can make
Hiring is a Systematic Process. If not Done Properly, It will Result in Loss in Future
Hiring a Wrong Person Even at a Lower Salary will Cost you More in Future
-Wrong Hire is a Huge Cost-
Time Consuming | Expensive | Disruptive | Negative

3
Talent Acquisition Process
1. Lead Generation - Sourcing
2. Prospecting Top Candidates
3. Interview and Assessment
4. Evaluating References & Background Verification
5. Selecting the Best Candidate - Recruitment
6. Onboarding - Joining Formalities/ Documentation etc.
7. Metrics to Use for Talent Acquisition

1. Lead Generation - Talent Sourcing

• Talent sourcing is the starting point of the recruitment process

• Recruitment is Marketing. If you’re a recruiter and you don’t see
yourself as a marketer
you’re in the wrong profession.
• Sourcing is the most important. You can’t recruit, someone you
haven’t found.
• Talent Sourcing is hard. It's just finding the needle in the haystack.

2. Prospecting the Top Candidates

1. Job Title
2. Shift Timings
3. Job Location
4. KRA/ KPI
5. Strengths
6. Education
7. Job Summary
8. Team Handling
9. Job Challenges
10. Experience
11. Expertise
12. Overall Expectation
13. Reporting Structure
14. Travel Requirement
15. Salary Expectation

4
 • No Matter how Successful you are, The Future
of your Business Depends on the Kind of People you Hire
• The moment you feel the need to tightly manage someone, you have
made a hiring mistake.

One Machine can do the work of

Fifty Ordinary Men
No Machine can do the work of
One Extraordinary Man

Example 1. Booking.com

• Taking candidate-focused content to a whole new level.

• The team at Booking.com has put together a fun, interactive
multimedia experience on the workingatbooking.com website.
• Candidates can explore career options and watch videos introducing
their prospective teammates, check out a day in the life at various
offices, and learn about how certain product decisions were made.
• There are blog posts, photos, videos, infographics and Working at
Booking content available
• The site also addresses common candidate questions and concerns
• There’s even an option to create a job alert so a candidate who doesn’t
find the right role open right now can be notified when something
relevant comes up.
Example 2. Kronos

• ENCOURAGE EMPLOYEES TO BOOMERANG

• Kronos values their employees so much they encourage those that
leave to return to the company in the future, also known as
"boomeranging."
• They have a specific Boomerang section on their careers page to help
past employees navigate their next career with the company.

5
3. Interview and Assessment
1. Hire People who are Aligned to your Vision and are Ready to
Implement them.
2. Hire ‘A Category’ People who can Challenge Status Quo of the
Industry and have Revolutionary Mindset
3. Hire People with High Energy & Give them Extra Responsibility
4. Hire & Promote those who Focus- Concentration is Biggest Ingredient
of Disruption & Innovation
5. Create a Maker Culture- Hire Passionate & Deeply Absorbed People
Who can drive things on their own

• Do’s and Don’ts of Conducting an Interview

o Do your homework well – Read the Candidate Profile
o Pre-Prepare Smart and Open-Ended Questions

• Worst Questions to ask in an Interview?

o Are you Single/ Married/ Going to get married?
o Have you ever been convicted or arrested?
o Who did you vote for?
o What is your religion?

• Evaluate Potential - Performance - Skill - Will

o Potential- Ability to Grow in Future
o Performance- Past Record of Work
o Skill- Ability to Perform Task
o Will- Willingness to perform Task

• Check if the Candidate is Culturally Fit?

(What I ask in the Interviews I take?)
o What is your Dream Job?
o What Kind of Boss Would You Like to Work With?
o What Kind of People gives you Comfort?
o In what type of work environment are you most productive?
o What gets you excited about coming to work?
o If you were going to start your own business, what would it be?
o What’s the biggest problem in most offices today?

6
o What did you like most/least about your last
company?
o When was the last time you made a big mistake at work?
o How do you handle stress or tight deadlines?
o What 3 things do you need to succeed in this position?
o Describe your Management Style.
o What management style motivates you to do your best?
o What’s most valuable lesson of your professional career?
o What does a successful company culture look like to you?
o What most appeals to you about this role?
o How do you give/respond to critique?
o How have you changed over the last five years?
o What motivates you to do your best work?
o How do you handle disappointments?
o How do you manage conflict with co-workers?
o Describe a time when you exceeded people’s expectations.
o What does work-life balance mean to you?
o What would be your ideal work schedule?
o What do you do for fun?
o What is Being Successful to You?
o How do you manage stress and conflict among your team members?
o Why did you choose to apply here?
o What is your biggest management weakness? Loss Suffered
o How do you delegate tasks to your team? What do you keep in
mind?
o How do you review performance of your team?
o How often do you think team should be reviewed?
o Share one incident reflecting your Problem-Solving Skill
o One word that describes you the best.
o What Are Your 3 Biggest Accomplishments?
o Explain the rationale behind each of your career moves.
o In your own words, can you tell me what we do?
o What do you think are the biggest challenges our industry will face
in the next 5 years?
o What is the biggest challenge you have faced in your career?
o How did you overcome it & what did you learn from it?

7
 o What type of corporate culture do you aim to
promote and how do you create that culture?

Do not hire a man

who does your work for money,
but him who does it for the love of it

• Hire an Attitude, not just Experience and Qualification

• Hire people brighter than you and then get out of their way.
• Hire Character. Train skill
• Dating and hiring have a lot in common
• Never hire someone who knows less than you do about what he’s
hired to do.
4. Evaluating References and Background Verification

• Credit History
• Re-Hire Status
• Medical History
• Past Experience
• Personal Background
• Criminal Verification
• Identity
• Credibility
• Education Check
• Reference Check
5. Selecting the Right Candidate - Recruitment

• Decide Whether External Hiring is Really Necessary or Internal

Promotion Will Do
• Preference Should be Given to Internal Promotion over Helicopter
Landing
• To Hire is to take people Higher…
Your Human Talent is your Most Important Talent

8
 • Internal Method of Recruitment
o Promotion
o Employee Referrals
o Recall from Long Leave
o Transfer
o Retired Employees
o Previous Applicants

• Merits of Internal Method of Recruitment

o Employee Motivation
o Employee’s Loyalty
o Cost Effectiveness
o Simplified Process
o Reliability
o Time Saving

• Demerits of Internal Method of Recruitment

o Lack of Fresh Talent
o Encourages Favouritism
o Limited Scope
o Raise Conflict

Internal Method of Recruitment External Method of Recruitment

Quick Process Lengthy Process

Search Candidate within Organization Search Candidate outside Organization

Cheaper Process Costly Process

Fresh Talent Diminished Infusion of New Talent in Organization

Save Time of Officials Responsible Time Consuming due to External Sources

9
6. Onboarding
People | Process | Documentation | Policies
Employees who participate in a structured Onboarding program are 69% more likely
to stay with an organization for 3 years.
It takes 8-12 months for new hires to be as proficient as their tenured colleagues.

When you are Onboarding,

you’re not just
welcoming employees,
but are sowing the seeds
of your reputation.

• 4 Cs of Successful Onboarding
o Compliance- Includes teaching basic legal and policy-related rules
and regulations
o Clarity- KPI driven clarified expectations- अभी कहााँ हैं? जाना कहााँ है ?
कैसे जाओगे?
o Culture-VMV- Vision Mission Values- Specially Core Values
o Connection- Refers to horizontal and vertical relationships must
establish during onboarding process

• Employee Onboarding
o Employee onboarding is the first interaction an employee has with
the organization right after the lengthy interview process.
o Memorable onboarding experience not only makes employees feel
welcome but also helps them gel with the organization family faster.
o They are not human resources. They are resourceful humans.

• Onboarding Process Flow

o Releasing the Offer
o Offer Acceptance
o Waiting Period

10
 o The Day of Joining
o Follow the Onboarding Checklist
✓ Keep the orientation schedule ready
✓ Assign IT assets (workstation, email access, etc.)
✓ Obtain necessary office supplies (furniture, keys, access card, etc.)
✓ Set up a salary account
✓ Assign a go-to-person who can help the employee settle down
o Induction / Orientation
o The First Quarter
Example 1. Digital Ocean

• A People-First Hiring Experience

• A balloon on their desk so other employees can find and welcome
them.
• A handwritten welcome note, a bouquet and cake

Example 2. X (Twitter): From ‘Yes to Desk’

• It has over 5,000 employees in 35 offices globally.

• Over 75 steps between Recruiting, HR, IT, and Facilities.
• Before the employee sits down, they have their email address, a T-
shirt, Personalized stationary name & Photo.
• New employee desks are strategically located next to key teammates
they will be working with.
• On the first day, new team members have breakfast with the CEO
followed by a tour of the company office.

Example 3. Google

• Onboarding that helps put a name to the face

• The HR team puts up new hire profiles around their office so that
everyone onsite can quickly learn the names and faces of new
employees and make them feel welcome.

11
Example 4. Quora

• Quora concentrates on mentorship by allocating a personal mentor to

each new hire.
• Organize 12 onboarding talks over the first 12 weeks, First 90 Days
Build Next 9 Months

7. Metrics to Use for Talent Acquisition

• Offer Acceptance Ratio = Number of Offers Accepted ÷ Total Job

Offers Extended
• New Hire Failure Rate = No. of New Hires who Quit or are Fired ÷
Total No. of New Hires in that Time Frame
• Percent of New Hires that Leave in 90 days = New hire quits (within
90 days) ÷ All new hires
• Employee Referral Program Success = Number of Referrals ÷ Number
of Open Jobs
• Cost Per Hire = All Recruiting and HR Staffing Costs ÷ No. of New
Hire
• Time to Fill = Date of Offer Acceptance – Date when the position was
Opened

Talent Engagement

Disengaged Employees=> High Turnover + Reduced Productivity

Poor communication leads to misunderstandings and frustration
High Level Engagement Low Level Engagement

2.5X Revenue Growth 81% employees think of Leaving

2X Annual Net Income 33% professionals get bored

24% higher Net Promoter Score 85% employees are disengaged

12
Solution=>

• Recognize employee achievements

• Provide opportunities for professional development
• Create Strong work-life balance
• Conduct regular feedback sessions

You don’t build a business

you build people
and then people build your business

• Talent Engagement
o If you want to keep your employees engaged
Don’t give them tasks, give them Responsibilities
o Studies show that engaged employees are happier, more productive,
and a lot more likely to stick around
o Businesses that have engaged employees are five times as likely to
be more successful
o The simplest way to stop your employees from leaving is to develop
a plan to make them stay.
o In order to build a rewarding employee experience, you need to
understand what matters most to your people.

• Talent Engagement Activities

o Workplace Parties
o Learning Lunches
o Games & Competitions
o Tournaments
o Festival Celebrations
o Heath Check-up Camps
o Blood Donation Camp
o Value Based Recognition
o Recognition Programs
o Team Building Activities

13
o Fundraising Activities
o Family Day/ Kids Day
o Training Programs
o Weekly Review
o Company Magazine
o Grievance Handling
o Identify the Drivers
o Spend time with Employees you want to really Nurture
o If you treat them like employees - they will do a job
o Establish a clear vision for the future
o Measure both - Output and Input
o Set constant challenges
o Include Employees in Company Strategies
o Make sure your leaders follow through on their promises
o Respect employees
o Maintain Transparency
o Newsletter
o No Micromanagement
o Problem Solving Meets
o Suggestion Box
o Set your own Goals
o Motivational Speaker
o Open Brainstorming
o Lead by Example
o Involve, not Inform
o Keep Repeating Words of Recognition;
o Do not Feel you Only Need to Say them Once
o Know Who Your Allies Are - Build Positive Change Agents
o Random Acts of Fun (RAF)
o Share Reference Stories of Best Practices
o Establish leadership pipelines
o Use technology to provide constant learning opportunities
o Encourage Accountability
o Hire only Culturally Fit People
o Create a Courageous Culture
o Build a mindset where everyone contributes
o Catch People doing the Right Things

14
 o Bada Business Culture
How much you did/How much you could do X 100
• Merits of Engaged Employees
o Improved Business Performance
o Increased Productivity
o Higher Sales | Higher Profitability
o Higher Employee Retention |
o Low Turnover
o Cost Saving => Intrinsically Motivated
o Improved Innovation
o Better Customer Service
o Greater Loyalty
o Low Absenteeism
o Better Quality of Work
o Improved Competitive Advantage
o Increased ROI in Employees
o Positive Environment | No Negativity

• Engagement Examples =>

o Razor pay=> "Rockstar Awards":
✓ Public recognition for outstanding achievements and contributions.
✓ Also, annual employee stock buyback programs=>
✓ Wealth creation opportunity for employees
o Zomato=> "Founder's Circle":
✓ Invites high-performing employees to exclusive events and
meetings with the CEO.
o Infosys:
✓ Implements "Springboard," a career
✓ Development program with personalized learning paths and
mentoring opportunities
o Mahindra & Mahindra
✓ Provides employees with
✓ Access to mental health counsellors and a "Happiness Coach"
program.

15
• Gamification for Employee Engagement
o Gamification increase Employee Engagement by over 60%
o and Productivity by over 50%

• Steps to Implement
1. Identifying key performance indicators (KPIs) and setting clear
goals.
2. Designing incentive systems that reward employees for achieving
those goals.

• Common types of Gamifications

1. Point systems=> Employees earn points for specific actions that can
be redeemed for rewards.
2. Leaderboards=> Publicly compare employee performance on tasks.
3. Challenges/quests=> Set goals for employees to achieve, either
individually or in teams.
4. Virtual badges/achievements=> Visually reward employees for
reaching milestones (anniversaries, targets, etc.)

For a rewarding experience,

you need to understand
what matters most to your people.

• Recognition has Higher Value than Money

o No Money + No Recognition => Likelihood of Staying is Lowest
o Money + No Recognition => Likelihood of Staying is Less
o Less Money + Recognition => Likelihood of Staying is More
o Money + Recognition => Likelihood of Staying is Highest

• Training and Development for Employees

o How to decide your employees need training/ development
o When your organization faces a knowledge or talent gap

16
 o When you need performance improvements
in certain areas
o When there is a requirement to address specific skill gaps
o When your organization is undergoing technological updates
o The only bad training is the one that didn't happen.

Employee को बबना training के job में Continue करवाने से बडी गलती और कुछ नहीं
हो सकती - Henry Ford

✓ कैसा महसूस ककया (Reaction)

✓ क्या सीखा (Learning)
✓ क्या पररवतान आया (Behaviour)
✓ क्या कमाया (Results - ROI)
• Employee Satisfaction
o It’s possible for some employees to be satisfied with their job
without being highly motivated and engaged.
o However, you can’t have high engagement with low satisfaction.
o Very few people can stay motivated and productive when they’re
unhappy.
o Improving job satisfaction is one of the first steps towards
increasing engagement

• Ways to Measure Employee Satisfaction?

1- Conduct Employee Satisfaction Survey
2- Use Employee Net Promoter Score (NPS)
o It's calculated based on a survey that asks a single question: On a
scale of zero to ten, how likely are you to recommend our
company as a place to work?
o Promoters (9-10) | Neutral (7-8) | Detractors (0 – 6)
3- Install a Suggestion Box
o Suggestion box is a great way to encourage employees to voice
their opinions and concerns without fearing that they'll get
punished
o Instead of waiting for you to ask the right questions your team
can share their thoughts in the moment

17
 o Make sure that it's visible and easily
accessible to all employees.
o Act on relevant suggestions => It shows them how much you
value their inputs and contribution
• Metrics to Use for Talent Engagement
o Revenue Per Employee = Total Revenue ÷ Total Number of
Employees
o Job Satisfaction Rate = No. of People whose Reports are Satisfied
÷ Total No. of Employees
o Profit Per Employee = Business Profit Number of Employees
Example - NDTV

• Journalist & Anchor => Shift Started at 7 AM =>

• By 8 AM => Tea & Biscuits at Table =>
• 9 AM Sharp => Buffet was Organized Daily
• Evening Tea & Dinner was Also Available In-house
• No Tension of Ordering & Later Reimbursement
• Employee was living in a PG => By this arrangement his food needs
were automatically met
• Appraisal was not done due to recession => But still employee stayed
there for long
Example - Infosys

• Snacks => 7:30

• Maximum exit punches => 7:45
• Maximum bachelors used to take snacks at 7:30 and leave
• HR got hold of this
• Formulated New Policy => 7:30 Snacks - Minimum
• 9pm stay
• You don't build a business you build people and then people build your
business

• Organizational Culture Eats Strategy for Breakfast

Signs of Toxic Company Culture
o Core Values Are Absent
o Office Gossip is Rampant

18
 o Turnover Is High
o Unfriendly Competition
o Favouritism
o Employees Leave Bad Reviews of the Company
o Company Doesn't Invest Back in Company
o Employees aren't Acknowledged or Rewarded
o No Internal Promotion
o Supervisors Publically Criticize Subordinates
o Lack of Accountability
o Competition over Collaboration
o No Work Life Balance
o People Work on Weekends without Compensation

• Culture and Strategy Should have Breakfast Together

o Google - Hires Self-driven People
o HubSpot - No-door Policy => Everyone has access to anyone in
the company
o Disney Studios -Hires People who Align with their Vision
o Netflix - Trust is the keyword of Netflix Culture | Netflix
doesn't Measure Employees' Efforts by Work Hours but by the
End Product
o Meta (Facebook) - Meritocracy
80% Employees Appreciate that CEO Mark Zuckerberg Works in
the Open Office Space Alongside
o Adobe - Stock Options |Clear Growth Path | Unbiased
Atmosphere | Benefits for Overwork | Realistic Targets
o Bada Business
✓ अगर Employees की तनख्वा एक दिन लेट हुई तो Finance
Department की एक महीना लेट आाँएगी
✓ Relationship | Gender | Tenure |Caste |Religion के आधार पे नहीं
जो काबबल है - उसी को आगे बढाया जायेगा (Meritocracy)
✓ शिकायत या तो उससे लगाओ जजससे दिक्कत है या किर उसके बॉस से
(No Gossip)

19
 MCD Model of Leadership

Managing | Coaching| Delegating

Managing - Dronacharya => Teach Archery in Childhood Jungle Training
Coaching - Once they become Proficient => Practice Wars
Delegating - In the Battlefield

• Managing (Zoom In) Handcuff

o Close Supervision
o Control
o Directing
o Instructing
o Telling
o Feedback
o One Way
o Communication

श्रीमि भागवद गीता - अध्याय 2 | श्लोक 3

क्लैब्यं मा स्म गम:
पार्ा नैतत्त्वय्युपपद्यते|
क्षुद्रं हृियिौबाल्यं त्यक्त्वोत्तिष्ठ परन्तप||

• Coaching (Zoom Mid) Handhold

o Feedforward
o Involve
o Develop
o Encourage
o Listen
o Support
o Facilitate Insights

20
• Delegating (Zoom Out) Handsfree
o Delegate
o Accountability Training
o Responsibility Handover
o Supporting from Distance
o Praising
o Asking Feedback
o Vision Alignment

श्रीमि भागवद गीता - अध्याय 18 | श्लोक 63

इतत ते ज्ञानमाख्यातं
गह्
ु याद्गह्
ु यतरं मया |
त्तवमश्ृ यैतििेषेण यर्ेच्छशस तर्ा कुरु ||

ABCD Model of Leadership

Ability - Believability - Connect-ability - Dependability

What is Trust?
How is Trust Built among People?
What happens if the Trust is Broken?

• A - Ability
o Demonstrate Competence
o Planning Skills
o Expertise & Results
o Coaching
o Solving Problems
o Feedback
o Getting Results |
o Performance

21
 o Developing Skills in Others
o Help Others Reach Goals
o Demonstrating |
o Role Model
• B - Believability
o Act with Integrity
o No Talking Behind Back
o Honesty and Values
o Admit Mistakes
o Fair Practice
o Non Judgmental
o Sincere
o Keeping Confidence
o Respectful
o No Blame Game
• C - Connect ability
o Care about Others
o Interest in People
o Praising
o Listening
o Communication
o Sharing
o Recognition
o Empathy for Others
• D - Dependability
o Reliability
o Responsiveness
o Accountability
o Organized
o Respectful of Time
o Consistency

श्रीमि भागवद गीता - अध्याय 11 | श्लोक 33

मयैवैते तनहतााः पव
ू म
ा ेव
तनशमिमात्रं भव सव्यसाचिन ्

22
 Appreciative Inquiry

• अगर कडवा भी बोलना है तो प्यार से कैसे बोलूं?

• Motivate करने के शलए कैसे Behave कराँ की सामने वाले को लगे की
उसकी value की है ?
• कैसे Employee से Solution Oriented Questions पछ
ू ूं?

• Appreciative Inquiry
o What is Appreciative Inquiry?
✓ Ask Questions while Increasing Value |Esteem |Honour
✓ Helps to Engage and Inspire workforce
o Benefits of Appreciative Inquiry
✓ Positivity and Imagination => Instead of - Negativity,
Negation

• Pygmalion Factor #1 - Climate

o The Kind of Social & Emotional Mood we Create for Others
o "When we expect more favorable things of people, we create a more
positive interpersonal climate for them."- Dr. Robert Rosenthal

• Pygmalion Factor #2 - Feedback

o The Information we give others in Regard to their Performance
o "Managers give more positive reinforcement to high- expectation
employees.
o They praise them more for good work and criticize them less for
making mistakes. Consequently, their confidence grows. - Dr.
Robert Rosenthal

• Lord Krishna Using Appreciative Inquiry with Arjun

o Purusha-vyaghra- Tiger like Man
o Mahābāhu- Man with Mighty Arms
o Gudakesha- One Who Has Conquered Sleep

23
 o Kapidhwaja- One Who Has Flag Of
Hanuman
o Gandivdhari- One who has Unlimited Arrows
o Kurunandana- Beloved child of the Kurus
o Janapriya- One Who is loved By the whole World
o Vijaya- One who always win in war
o Partha0 Son of Pritha (Mata Kunti) | His Favourite Cousin
o Dhanurdhara- Possess Gāņdīva, which can never be Defeated In
War
o Savyashachee- One Who Is Ambi-dex-trous (Working Both
Hands)
o Dhananjaya- Bringer of Wealth, Fame and Prosperity to the Family
o Parantapa- One who is Capable of Destroying his Enemies by his
Concentration

• Sample Questions for Appreciative Inquiry

o How Important is your Goal to you on a Scale of 1-10?
o How do you think you can Overcome these Challenges?
o What is the Vision of your Life?
o What is your Plan for Achieving your Goal/Targets ?
o What Planning do we need to Implement to Ensure your Success?
o What are the some of the Alternatives for Moving Forward in this
Goal Area?
o What is One Step you could take towards that this Week?
o What will you do to Achieve your Goals?
o What Support would you be Requiring?
o What 3 Changes will you bring in your Behaviour In Order to
Achieve your Goal?
o What are you Going to do now?
o By When are you Going to do this?

24
 Talent Progression

Implement User-Friendly HR Software

Implement regular performance reviews
Set clear expectations and goals
Provide constructive feedback regularly and reward performing employees
“The greatest asset of a company is its people”

Don't Lower your Expectations

to meet your Performance.
Raise your Level of Performance
to Meet your Expectations.

1. KRA / KPI
Studies show that only one in two employees knows
what is expected of them at work
This means that half of your workforce has no clue what they’re doing at work
o Key Responsibility Area (KRA): Each employee has responsibilities
based on their job role. These responsibilities are called KRAs
o It is a qualitative measure or metric as it defines the areas that can
help in achieving the objectives
o Key Performance Indicators (KPI): The KPIs are measurable
indicators used to gauge how well a Business Unit or Organization
is doing - Revenue, Profitability, Customer Satisfaction, Employee
Engagement, Net Promoter Score, and many others
o It is a quantifiable measure or metric, meaning it gauges the
performance of a product/service

25
• KPIs of Sales Force
o Average profit margin on sales
o Average Order Value
o Lead Conversion %
o Sales Change (MoM)
o Sales Target %
o Average Sales Cycle Time
o Upsell %
o Cross-Sell %
o Total Pipeline Value

• KPIs of Product Manager

o New revenue from product
(current month compared to previous month)
o Customer Acquisition Cost
o Customer Retention Rate
o Customer Satisfaction Score

• KPIs of Marketing Manager

o Conversion Rates of those who inquire about product
o Return on Marketing Investment
o Brand Awareness
o Cost per Lead
o New Customers
o Upsell & Cross-Sell Rates
o Organic Traffic & Leads
o Customer Acquisition Cost
o Average Order Value
o Total Revenue
o Customer Lifetime Value (CLV)
o Return on Ad Spend (ROAS)

• KPIs of HR – Hiring and Recruitment

o Rate of acceptance of job offers
o Total HR Costs Per New Hire
o Percentage Improvement in Cost Saving

26
 o Time-to-fill
o External Hire Rate
o Resignation Rate
o Retention Rate

• KPIs of HR - Workforce Management

o Absenteeism Rate
o Open/Closed Grievances
o Promotion Rate
o Employee Satisfaction Rates
o Training ROI

• KPIs of Information Technology Manager

o Network availability (as percentage of time available)
o Total Support Tickets
o Open Support Tickets
o Ticket Resolution Time
o Reopened Tickets
o Uptime %
o Server Downtime
o Average Time to Repair

• KPIs of Customer Service Representative

o Percentage of complaints resolved within a set time
o Average Handling Time for Call Center Calls
o Average time to answer an e-mail
o Number of Issues (By Type)
o Net Promoter Score (NPS)
o First Contact Solution Rate
o Average Resolution Time
o Customer Satisfaction Score (CSAT)
o Customer Retention Rate

• KPIs of Social Media

o Website traffic from social (by platform)
o Total reach

27
 o Total impressions
o Audience growth rate
o Link clicks
o Interest rate (likes reaction favourites)
o Share rate (share or Re-tweets)
o Response rate (comments replies)
o Followers or fans or subscribers
o Conversion Rate from Social Media
o Revenue from Social Media

• Significance of KRA and KPI

o Unify the work of everyone in the organization
o Communicate organizational strategies for all employees
o Align employee roles with organization’s strategic plans
o Prioritize the organization’s activities
o Clarify roles and define an employee’s responsibilities
o Help keep employees focused on results and accountable for their
day-to-day activities

2. Performance Management
Key to assess and track employee’s performances

• Biases of Performance Management

1. The Halo Effect
2. The Horns Effect
3. The Central Tendency Bias
4. The Leniency Bias
5. The Strictness Bias
6. The Contrast Effect
7. The Recency Bias
8. The Similar-to-me Effect
• Significance of Performance Management
1. Maintain Increased Employee Efficiency
2. Identifying Strong & Weak Links
3. Determining Appropriate Compensation
4. Improving Workplace Productivity

28
 People work for money
but go the extra mile
for recognition, praise and rewards

• Self-Evaluation
o Without Proper Self-evaluation , Failure is Inevitable
o It is when an Employee Evaluates his/her Own Performance
• Net Promoter Score
o NPS between 1to 10, represents Willingness of Client to
Recommend Company’s Service to Potential Clients
• Product Defects / No. of Errors
o Defects are the Indication of Low Work Quality and should be kept
as Low as Possible
• 360 Degree Feedback
o Multi-Perspective View of an Employee’s Performance through
Feedback of Subordinates, Customers and Managers | Other
Department Heads | All Stakeholders
• 180 Degree Feedback
o Simpler Version of 360* Feedback
o Feedback is taken only from Direct Subordinates and Direct
Reporting Manager
• Peer Assessment
o Employees in Similar Positions Appraise an Employee’s
Performance
o It is based on the Assumption that Co-workers are most familiar
with an Employee’s Performance
• Forced Ranking
o Manager Ranks the Employees by making List of Best to Worst
Employee in Order
o Employees are then Compared with Each Other and Evaluated on
their Performance

29
 o Bottom 10% Workforce can be Fired and
Replaced by Top Applicants
• Graphical Rating Scale - Rates Behavioural Elements, such as
o Meets Timelines
o Responsible
o Self-Motivated
o Passionate
o Understands Job
o Performs Tasks
o Decision-Maker
o Reliable
o Collaborates
o Punctuality
o Displays Values
o Culturally Fit
o Accepts Feedback
o Displays Loyalty and Integrity
o Ambitious
o Hardworking
o Committed
o Enthusiastic
o Self Managed
o Inquisitive
o Role Model
o Dedicated
o Proactive
o Presentable
• Cost Accounting Method
o This Method Analyses an Employee’s Performance through the
Monetary Benefits he/she yields to the Company
o It is Obtained by Comparing the Cost of Retaining an Employee
(CTC) and the Monetary Benefits (Contributions) an organization
has Achieved

30
 • Mistakes while doing Performance Review
o It is a One-Way, Top-Down Process in which the Boss Serves as
Judge and Jury of Employees’ Behaviour and Achievements on the
Job
o Performance Review is a Two-Way Process
o Employee should have written a Self-Appraisal prior to the Review
Meeting
o You’ll find that your Top Performers will Usually Rate themselves
Lower than you do. That’s because they have High Expectations for
themselves—often Higher than you have for them
o Vice Versa, Your Poorest Performers will often Rate themselves
Higher than you Rate them

3. Productivity Management
People are not your most important asset - The right people are.
You will not be able to Increase your Productivity if you cannot Measure it!

Anything that cannot be Measured

Cannot be Improved!

How to Measure Productivity?

Total Output Productivity
Total Input
Input vs. Output
Total Input Total Output

Quantity of Food Consumed by Cow Quantity of Milk She Gives

No. of Matches Played by a Batsman No. of Runs Scored in all Matches

Rs. 1L Spend on Advertisement 1000 New Customers Acquired

31
 Petrol put in Car = X Ltr. Kms Car Ran = Y Kms

No. of Matches Played by a Batsman No. of Matches he Became Man of the Match

Total Population No. of People Getting Awareness about Polio

Total Population of Kids No. of Kids Received Polio Vaccination

4. Succession Planning
o Getting the Right People - with Right Skill in the Right Place - at
Right Time
o Preferably Leaders needs to be developed from within the Company
rather than Bringing from Outside
o If a leader does not inspire his team, they will expire.
• Readiness for Succession Planning
o What happens when you leave something to the last minute?
It Never Turns out as Good as it Could
o Lack of Solid Emerging Leaders puts
Company’s Long-term Competitiveness is at Risk
o Don’t Find Fault, Find a Remedy
• Benefits of Succession Planning
o It helps organizations move people through Leadership Levels at the
Right Speed

• Leadership in Pipeline
o Nurture Leadership
o It Identifies Leaders
o Assesses Competencies of Leaders
o Plans Leadership Development
o Step-Ladder for Succession Planning

• Six Steps Of The Leadership Pipeline Model

o Managing Self to Managing Others
o Managing Others to Managing Managers
o Managing Managers to Functional Head
o Functional Head to Business Head

32
 o Business Head to CEO
o CEO to Chairman

Post COVID HR Trends

HR Trends 2020 Onwards

If 2020 taught us anything, it's that companies that don't transform will get left
behind by those that do
How to maintain the company culture while employees work remotely?
How to manage remote workforce while keeping them engaged?
What should be the right HR technology tools to embrace the new work approach?

1. Virtual Working
o Work-from-home has become the 'new normal'
o Remote work => Flexible working hours / Saving time / Save Cost
on commuting/ Worker Centric etc

2. Digital Tracking
o Virtual Timesheets, Virtual Attendance, and Virtual Performance
Management and Tracking are trending

3. Gig Economy
o Gig Economy => Where people like to work independently It is
witnessing a sharp spike as people are increasingly looking to work
on their terms and conditions
o Like Freelancers and Consultants
o Transportation=> Uber, Ola, Rapido
o Food delivery=> Zomato, Swiggy, Dunzo, Zepto
o Grocery delivery=> BigBasket, Grofers, Blinkit
o Logistics=> Delhivery, Ecom Express, Shadowfax
o Freelancing platforms: Upwork, Fiverr

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 o Beauty and wellness: Urban Clap,
WowSalon, MyGlamm
o Healthcare: Practo, Lybrate, Mfine

4. Cloud Based HR Systems

o Companies have made huge investments in HR technology, with a
focus on cloud-based HR systems that can be easily accessed
anytime, from anywhere, with complete privacy of data
o Remain connected and updated with employees
o Access employee data in real time
o Track employee schedules
o Focus on workforce planning for uncertain situations
o Smoothen virtual communication, collaboration and engagement
o Provide reports, dashboards and analytics to managers and HR for
informed decision making
o Set agile goals, monitor employee performance and provide feedback
o Implement right performance assessment and compensation
systems
o Implement employee-self-services portals to empower employees

5. People Analytics
o Data-driven insights will be used for Improving Engagement,
Effective Performance Management
o A Deloitte report shows that 71% of worldwide organizations
consider "People Analytics" a high priority for their companies as
they provide good business insights
6. Data Becomes the New Currency
o Data is critical => Top HR Heads are using Talent Analytics to
make Decisions rooted in Data

7. Digitization & Automation

o If HR department still uses paperwork, it should be digitized.
o If any of HR work is repetitive, it should be automated.

34
 o An average HR department in a company
spends up to 40 percent of their time on repetitive and tedious tasks
Onboarding- Everything from resume collection, screening, and
online tests can be automated
o Handling accounting, payroll, and expense claims.
o Employee timesheet and productivity management.
o Approving/ rejecting leave requests

8. Measure Data that Matters

o Tracking value-adding data related to key problem areas of the
organization will create more return
o HRBP capabilities (Human Resource Business Partners) HRBPS
should be taught to read, understand, and communicate data as
information for this to be solved.

Talent Retention

Train your people well enough,

so that they can leave.
Treat them so well,
that they don’t want to…
Sir Richard Branson,
British Business Magnate, Investor,
Founder of Virgin Airlines

35
• Talent Retention is a Litmus test for whether your
Employees feel Engaged in their Work.
• Any churn rate greater than 10% suggests a problem in your internal
practices
• Treat your employees with the same respect they give you; they will enjoy
working with you.
• It takes a lot of time and energy to build a great employee and only a
second to lose one.
• When you appreciate your employees, they will reciprocate it a thousand
times.

श्रीमि भागवद गीता - अध्याय 4 | श्लोक 13

िातुवर्ण्
ा यं मया सष्ृ टं गुणकमात्तवभागि: |
तस्य कताारमत्तप मां त्तवद्ध्यकताारमव्ययम ् ||

• Employee Engagement in Ramayana

“Right recognition can help your team members perform beyond their existing
potential and capacity”
“Recognize and appreciate right efforts and contributions”
How much you did/How much you could do*100
• Improving 7/10 is Better Than Improving 3/10
Outsource Eliminate Integrate Hire - 3/10
Cultivate and Develop - 7/10

• There are two types of LOVE

1. Personal Interaction
2. Process Interaction (Best HR Practices)
I don't pay good wages because I have a lot of money.
I have a lot of money because I pay good wages
If you pay peanuts, you get monkeys

36
• Employee Benefits
o Employees Love Benefits Apart from appreciation & recognition,
they also want perks & benefits
o One machine can do the work of fifty ordinary men. No machine
can do the work of one extraordinary man.
o Treat your employees in such a way they don't use your internet to
search for a new job
• List of Employee Benefits - Best Practices
o Insurance Plans for losses from accidents, disability, sudden death,
dismemberment
o Paid Vacations
o Performance Bonus
o Office Perks - Nap Room
o Employee Stock Options - ESOP
o Wellness Programs
o Loan Assistance
o Flexible work timings
o Celebrate Small Success (Standing Ovation)
o Potluck
o Clear Well Defined Career Path for Employees
o Free Food for Employees Working after Office Hours
o Encourage Good Health (Zumba | Power Yoga
o Aerobics Gym | Laughter Yoga | Laughter Dance)
o Employee of the Week/ Month/ Year
o On-the-Spot Incentives
o Bonus and Recognition on Completing 3 – 5 years
o Timely Salary/ Appraisal/ Promotion
o Star Performers to Represent the Company (Receive an Award)
o Sponsor Higher Education Against a Contract (Executive MBA/
Leadership Funnel)
o Celebrate Special Occasions (Birthdays/ Anniversaries/ Work
Anniversary etc.)
o E2E - Gratitude Journal/ Appreciation/ Thank You Notes
o Short Games for Employee Engagement
o Awareness on Wealth Management/ Debt Management
o White Board/ Notice Board for Sharing Ideas
o Town Hall Meetings for Vision and Mission
37
 o Regular and Confidential Skip Meetings
o Kanyadaan Fund
o Give away Trophies and Certificates (Replace them with Cash)
o Coffee with the CEO/ Lunch with the Boss
o Featuring in Internal Magazine of Organisation
o Performance Linked Monthly Party/ Outings/Sports Event/ Free
Ticket to a Motivational Movie
o Company's Products to Family Members on "Bills of Material"
o Additional Week-off with Every Year Completed upto 4 Years
o IJP (Internal Job Postings)
o Laundry Service in Office during Office Hours
o Employee Referral Scheme
o (Incentive after completing Probation Period)
o Video Case Studies for Star Performers to be shown to other
Employees
o Loyalty Bonus
o Free Grocery to Blue Collard Employees
o Bike/ Mobile/ Car/ Laptop against a Contract
o Photos/ Case Studies of Star Performers to be Shown to others and
also on Social Media Handles
o Recognition for Implementing the Best Learning of the year for
bringing improvement in Cost, Quality and Customer Service
o Incentive on 100% Attendance / Punctuality

• Incentivize Your Employees

• Benefits of Profit Sharing with Employees
o Tax Benefits
o Consumer vs Producer
o Cost moves with Profit
o Workers Loyalty
o Higher Productivity
• Profit Sharing Models
o Individual
o Organization
o Group

38
• Individual
o Time Based
o Per Hour Wage Rate
o Incentives Paid on Basis of Time Saved
o Output Based
o Per Piece Wage Rate
o Incentives Paid on Basis of Output Produced
• Organization
o Profit or Gain Sharing
o Cash Plan | Deferred Plan |
o Combination Plan
o Straight Profit-Sharing Model |
o Hurdle-Rate Profit Sharing
o Model | Goal-Driven Profit-Sharing Model
o Goal Based Cash Bonus
o Reducing Cost | Increasing Revenue |
o Improving Customer Satisfaction |
o Clear Specific Goal
o Pay If Stay Retention Bonuses Reward for Staying Back for
Particular Time or Specific Event Career Development Training
• Group - Team
o Long Term Stock Based Incentive (ESOP)
o Best Practice in CRED
o “Every team member at CRED is entitled to be a shareholder of
the organisation”
o ESOPs are offered across levels and verticals=>
o Every single team member at CRED=> Regardless of tenure or
job profile => is part of the company’s ESOP pool
• Non-Cash Incentive Plan
o Pizza party at a local restaurant of the team's choice
o Additional vacation or personal time
o Fine Dining Experience
o Extreme Adventures
o Club Membership
o Travel Vouchers
o President's Club

39
 o Preferred Parking
o Entertainment
o Tickets
o Free
o Accommodation
o Gym Membership
o Lunch with CEO
o Spa Day
o Tech Gadgets
Example - American Express
o A program called Smart Savings helps employees to educate
themselves with their own long-term savings
Example - HCL Infosystems
o Prime focus is on anything that the employee needs
o Employee First program =>
o 5 Important Things => Support, Knowledge, Recognition,
Empowerment, and Transformation

Talent Off Boarding

Giving a bad experience to an employee at the time of exit is the worst mistake an
organisation can do.
In India, only 20% companies have a formal and employee friendly exit process
Talent Off - Boarding
1- Terminating an Employee
2- Off Boarding Process/ Formalities
3- Exit of an Employee

Ankur had a good-for-nothing donkey.

The donkey was wild, unruly, lazy, and obstinate and would not obey Ankur and all
efforts to train the donkey failed

40
 Soon the donkey became such a nuisance that Ankur and his wife decided to sell off
their useless donkey and purchase a good one.
So Ankur took his good-for-nothing donkey to the weekly fair where animals were
bought and sold by auction.
"I want to sell this good-for-nothing, lazy, useless, disobedient donkey," Ankur
shouted.
A man offered 500 rupees and Ankur was delighted to get this unexpected prize for
his useless donkey.
Ankur roamed around the fair and suddenly saw a huge crowd around an auctioneer
who was auctioning a handsomely decked-up donkey wearing a crown. The
auctioneer talked about donkey's strong muscles, "look how strong & supple this
donkey is – it is so hardy that it can wok tirelessly for hours carrying heavy loads.
An excellent beast of burden."
Someone bid 1,000 rupees.
"What? Only a 1000 rupees for such an intelligent donkey?
Just look at his eyes. He's a wonderful donkey. You can let him carry your children
home with assurance that this kind animal will protect them from any harm. For he is
a strong loyal friend..."
Someone bid 3000 thousand rupees.
The auctioneer continued talking about the donkey's value and and as he laid it thick
and praised the donkey's qualities the bids started going higher and higher.
The auctioneer went on and on extolling the donkey's virtues which so impressed
Ankur that he suddenly bid 10,000 rupees, won the bid and bought the donkey.
He triumphantly led his prize donkey home and told his wife that he had sold their
good-for-nothing useless donkey for rupees 500 and bought this wonderful new
donkey for 10,000 rupees.
Ankur 's wife had a close look, realized that the decked-up donkey was their own lazy
good-for-nothing donkey and was furious with Ankur and shouted at him, “are you
crazy Ankur.

41
 This is our own useless donkey - you sold it for five hundred rupees and bought it
back for ten thousand rupees?"
A stunned, bewildered and baffled Ankur looked closely at the donkey for some time,
then recovered his wits, and said, "Maybe I did not appreciate the true worth of my
donkey until the auctioneer explained it..."
It's true, isn't it?
Sometimes we don't realize the value of what we have or the worth of those close to
us, till someone else appreciates it.
Attrition cost up to 2.5 times the salary of an employee
With an exit, there is an additional cost incurred on advertising for the job role,
recruiting a new person, and training of the new employee
During an employee's lifecycle, the organization incurs expenditure on training,
skill development, rewards, insurance etc.

• Employee Exit
Don't have exit meetings – have 'Stay' meetings Rather than farewelling disengaged
employees that have decided to jump job, have 'stay' meetings before a goodbye is
necessary
"When you grow talent, you know the pain of wasting it."

Don't take Perception Based Decision

Take Data Based Decision

बेटा झूठ बोल सकता है डेटा झूठ नहीं बोल सकता !

बेटा झूट बोलेगा लेककन डेटा नहीं बोलेगा

42
• Exit Formalities
o Let relevant people know who is leaving and who will take over
their responsibilities
o Document the departure with a
o letter of resignation or termination
o Departing employee to provide a list of their projects and deadlines
o Discuss and be firm on any binding agreements such as non-
competes and non-disclosures.
o Have them train their replacement or other employees who will
resume their duties (do it in writing if it can't be done in person)
o Collect all of their company equipment such as Laptop, Phone, SIM
Card, ID Card, Visiting Card, Keys etc.
o Change passwords and revoke access to systems and accounts they
use
o Arrange their final pay-check before removing them from the
payroll

• Conduct a formal Exit Interview

o Did the exiting employee connect with customers/clients? How will
that interaction now be addressed?
o Did the exiting employee connect with vendors, suppliers, and
business partners? How will they be notified? Who will be their
interim contact person?

• Exit Interview
o If done properly, it is an opportunity to learn things about your
organization that you might never hear otherwise
o A departing employee is free to say what they have seen and
experienced on the job without any fear
o So, they are often willing to offer frank, constructive, and insightful
feedback that you can act on to improve your organization.

• Exit Interview Sample Questions

o What made you look for another job?
o What did you like the most and least about working here?
o What did you think of the way you were managed?

43
 o What would make this organization a better
place to work?
o What benefits did you feel were missing from the organization?
o How would you describe the culture of our company?
o Would you recommend working here to a friend?
o Why or why not?
o If you could change anything about the organization, what would it
be?
o Did you think your work goals and responsibilities were clear?
o Is there anything we could have done to make you stay?
o What are the biggest risks for our company that you see?
o What advice would you like to give to your team? To the Executive
team? To the Management
o What would make this a better place to work?
o Would you ever consider working here again?
o Describe Your Best Day On The Job?
o What Was Your Worst Day On The Job Like?

• Exit Data Analysis

o Finding out the key exit reasons and patterns of attrition
o Gaining insights on why employees quit
o Preparing a predictive model to predict future attrition
o Retention Rate of Stars =
(Number of Star performers stayed during the period / Total
number of star performers at the beginning of the period) * 100

44
 How HR Can Become a Business Partner?

• Lack of sufficient technical & financial skills, in early education & career
steps like reading Balance Sheet.
• Lacking strong Business Acumen - Normally seen in Finance & Business
Development Functions
• Difficulty in Quantifying HR’s Impact on P/L Account - Functional
Achievements are difficult to highlight
• Seemed as not well-groomed for business leadership- Perceived as an
essential support function
• Business Leadership is looking forward - Forecasting - In HR Function -
Mostly Lagging Scores not Leading Scores

You lose the Race

in which you don’t participate!

• Equality is a Death Knell

o Traditionally HR spends most of its time on "trouble employees"
rather than on top performers.
o Top performers have higher impact on the firm

In God we Trust,
Rest all, Must bring Data

• Changing Role of HR
o HR should become a partner with senior and line managers in
strategy execution & helping to move planning from the conference
room to the marketplace.

45
• Profitability through Growth
o Downsizing | reengineering | de-layering | consolidation to increase
efficiency and cut costs.

• Technology
o They will need to stay ahead of the information curve and learn to
leverage information for business results.

46
 10 Day
MBA
My Business Association

Day 8
Productivity Multiplier

0
 Are you Managing Time or Time is Managing You?

HR as Productivity Partner

• Not Assigning Clear Responsibilities and Accountabilities

• Who is Responsible for What?
• Are they Equipped Enough to Carry out the What?
• The Big Reasons why Companies Fail to Execute Strategy
• Resistance to Change | Poor Communication
• Staff Incentives Not Aligned with Strategy
• Lack of Discipline in Reviews

• Sharing the Story of the Strategy with Internal and External

Audiences.
• Translate your Strategy into Measurable Objectives.
• People do not do what you expect but what you inspect.
HR Should Act as a Business Partner

• 1% Vision …. 99% Alignment

• Understanding of Topline and Bottom Line
• Financial Skills & Business Acumen for Goal Alignments
• Quantifying HRs Impact on P&L Account
• Understanding Difference Between Lagging Score & Leading Score.

1
 • Equality is a Wrong Concept, Fairness is a
Right Concept.
• Spending More Time with Top Performers, Rather than Trouble
Employees.
• In God we Trust … Rest all Bring Data.

Meetings without Distraction

Working professionals spend 30 – 50% of their working lives in meetings

Drop in Visitors |Committee Meetings | Recruitment Interviews |
Brainstorming Sessions |Reviews | Crisis Meetings | Conferences etc.
Research says that if you look back, 45% of meetings that you do could have been
avoided | unproductive.
Types of Meetings

• Information Sharing - Share a News.

• Problem Solving - Find a Solution to Specific Problem.
• Operational - Different Departments for Big Picture.
• Committee - Monitor and review progress, plan ongoing activities,
give and receive feedback - Standard format.
• Training - Instruction on New Topic/ Project / Product etc.

Research says that if you look back,

45% of Meetings that you’ve done
could have been avoided

Time Crushers of a Meeting

• Poor Leadership
• Starting Late
• Allowing Late Comers
• No / Unclear Agenda

2
 • Lack of Participation
• Side Conversations
• Poor Preparation
• Allowing Arguments

Meeting is a Company Investment

• There is a cost associated with every meeting.

• As an entrepreneur, you must expect a ROI of these costs and ensure
that the return should be substantially greater than the amount spent
on holding the meeting.
1. Cost of the Meeting
o Multiply the hourly income of the participants by the number of
hours they are present in the meeting.
o If you pay each person Rs. 3000/- an hour.
On average 10 people show up for a useless hour-long meeting,
they have just taken Rs. 30,000 from you in 1 hour.
o As yourself, if this expense is justified?
o What will be the ROI if this meeting is successful and
productive
o Is it really worth spending this money on these people?

If you are taking people away from their

work, the meeting has to be more
productive and valuable than the
activities they would be otherwise
accomplishing.

2. Ensure Maximum ROI

o Improve on things you are needed to do before, during and after
a meeting to ensure optimum utilization of time and maximum
ROI.

3
 o People should come out and say, “what a
valuable meeting it was”
o Law of Excluded Alternative: Choosing to do one thing means
simultaneously choosing not to do all other things you could
have dome at the same time
o Think about your time and also the time of others because you
are paying people at their hourly rate for the time they are
spending in the meeting with you.
Eliminate Unnecessary Meetings
Never do a meeting unless someone is writing a check – Mark Cuban
I have never done a single meeting in my life – Warren Buffet
Meeting is the easiest way to waste time – Steve Jobs
Evaluate your Current Meeting Management Skill

• What proportion of my time is spent in meetings?

• How much of that time is wasted and utilised? Segregate
• How much did one such meeting cost me?
• Was the cost of attending the meeting greater than the benefit gained?
• Were the meetings adequately planned?
• How many meetings were delayed because of any reason?
• Did the meetings frequently last longer than expected?
• Were there problems with equipment and facilities?
• Did I make worthwhile contribution to the meeting?
• Did everyone make worthwhile contribution to the meeting?
• Was the meeting stuck on the agenda?
• What is the frequency of meetings wandering away from the agenda?
• Were the required decisions taken?
• Was a follow up plan discussed before the closure of the meeting?
• What is the frequency of meetings getting over without decision?

4
 1. RACI Matrix

A system to help you determine who is responsible, who is accountable, who

needs to be consulted, and who must be kept informed at every step of the
project.
R- Responsible
Who is/will be doing the task?
A- Accountable
Who’s head will roll if this goes wrong?
C- Consulted
Who will be consulted at the time of crisis?
I- Informed
Who has to be kept updated about the progress?

2. TRA - TRS

5
Chairman’s Role
As chairman, you need to be aware of the destructive forces and time wasters
that can make the meeting unproductive.
Late Comers
Letting the late comers in is actually a punishment for people who have
arrived on time.

• As soon as the meeting starts, the door should be closed.

• Late comers should not be allowed to attend the meeting.
• If you are able to follow this once strictly, you will never have late
comers in your meeting 10% time is wasted because of late comers –
adjustment, repetition.
Hidden Agendas

• Any ad hoc discussion/ hidden agendas should be strictly avoided.

• Be assertive and say No, you will never have to face them again.
Chairman’s Checklist – Before the Meeting

• Is the meeting really necessary? Is it worth my time?

• What is the objective and duration of this meeting?
• Who will ensure that the said objective is met after the meeting?
• How much is this meeting going to cost me?
Avg. Salary/No. of people
• Is the agenda prepared and communicated to attendees?

Attendee’s Checklist – Before the Meeting

• Do I really need to attend the meeting? Can I be excused?

• What will I contribute in the meeting? Are my notes ready?
• What do I want to get out of this meeting?
• Do I need to attend the whole meeting or just a part of it?

Chairman’s Checklist – During the Meeting

• Stay on the objective of the meeting.

• Ask one person to take the minutes of the meeting and circulate.

6
 • Summarize decisions/ actions.
• Ensure that the agenda is met before getting up.

Chairman’s Checklist – After the Meeting

• Was the meeting a success?

• Action plan for unfinished items
• Read the minutes before they are circulated

Attendee’s Checklist – After the Meeting

• Did I contribute enough?

• Am I clear about the follow up plan?

3.Who’s Got the Monkey Technique

• Imagine you are rushing for a meeting and your subordinate stops you
and says, “Sir, we have a problem” and explains you the issue.
• Since you are in a hurry, you tell him, “Thanks for sharing, let me
think about it and I will get back to you”.
• By doing this, you’ve just allowed a “Monkey” to leap from your
subordinates back to yours.
• You are now working for the person who works for you.
• If you keep on taking ‘Monkeys’ on your back like this, you will never
have time to focus on your own priorities
• How do you avoid accumulating ‘Monkeys’ – By Delegating.
• For example, when anyone tries to handover their ‘Monkey’ to you –
tell him to come with a suggested solution.
• By doing this, you are encouraging them to acquire new skills and you
gain time to do your own job.

7
 Delegation

• Most of the times people are reluctant to delegate, as they fear that the
delegatee may perform the task better

Life is too short

to do everything oneself!
Delegation: share the load
multiply the results.
Give away the work you hate.
Hire people for the things you're bad at.

8 Steps of Effective Delegation

1. Choose the right person to delegate.
2. Communicate clearly what needs to be done.
3. Discuss the possible difficulties/ challenges.
4. Provide sufficient resources/ help/ support system.
5. Agree a deadline for task completion.
6. Let go of the task and trust the delegate.
7. Oversee the work properly/ Evaluate and give feedback.
8. Be considerate while delegating.

4.Richard Branson’s 3 Steps to Delegation

1. Know your Strengths and Weaknesses

2. Know your Team’s Strengths and Weaknesses
3. Recruit Team Members to Balance out your Weaknesses

5. Delegator is Responsible – Not the Delegatee

8
 6. My 5 Point Formula of Delegation

When you Delegate Tasks

You create Followers
When you Delegate Authority
You create Leaders!

Reasons of Not Delegating

• Control Freak Syndrome

“I can do it better (and/or) faster myself”
• I’m Too Busy Syndrome
“Delegating takes too much time that I don’t have”
• They are Too Busy Syndrome
“I don’t want to bury my people with too much work”
• First-Time Manager Syndrome
“I’m doing the work that Earned me the Promotion”
• Insecurity Syndrome
“They won’t need me anymore if I teach them how to do my job”
• Fear of Rejection Syndrome
“They won’t want to do it, without extra compensation”
• Lack of Trust Syndrome
“I don’t Trust them to do it Right”

9
 7. 8am-8pm

It takes only 5 minutes, If it is taking more than 5 minutes…. either you are making a
mistake or hiding a mistake.

8. 1 – 3 – 5 Rule

Every working day, you can accomplish only 1 big task, 3 medium tasks, and
5 small tasks. Plan accordingly.

9. Minimum Commitment Discipline (MCD)

Discipline Kills Laziness

10
Based on the complexity and time frame of the task,
commit a time limit to it. Research says that you can stop if you want but
usually you won’t if a time is committed in mind.
Non-Negotiable Strategies

• Adopt a non-negotiable strategy based on the minimal accepted level

of action
• Minimum no. of steps you will take each day to lose weight
• Minimum no. of pages you will read daily to increase your knowledge
• Minimum no. of minutes you will spend with your family
• Minimum no. of glasses of water you will drink throughout the day
• Maximum no. of calories you will consume in a day to remain fit
• Minimum no. of hours you will spend planning for next day

10. The Parkinson Law Technique

• Amount of Time you Give Yourself to Complete a Task is the

Amount of Time it will take you to Complete the Task!
• This Technique Works Best for Procrastinators and also, for People
who Work Better Under Pressure.
• Try working without a Computer Charger. This will force you to
Finish Project before the Battery Dies.
• Based on the Complexity of the Task, Commit a Time Limit to it!
• Set a Timer for Everything you do.
• When you have a Deadline, you are more Productive.
• Productivity Grows with Timelines.
• Urgency makes the difference between Practitioners and
Procrastinators.

Time is more slippery

than river fish;
Lose hold of it once,
and it’s out of your hands forever

11
 11. MoSCoW Method

• Must Do | Should Do| Could Do Want to Do | Won’t Do

• Analyze all your tasks and categorize them under
o Must Do (Non-negotiable)
o Should Do (Doesn’t need an immediate response)
o Could Do (Optional Tasks)
o Want to do (likable, but not necessary)
o Won’t do (things not to do)

12. 4D Strategy

• Split all the tasks into => Do now | Defer | Delete | Delegate.
• This way you will be focusing only on 1 Category of Tasks =>
Do Now.

13. ABC Strategy

• Divide the tasks into the following categories:

o A => Do - The most important task.
o B => Defer or Delegate - Less important tasks.
o C => Delay or Delete - Tasks with no consequences.

14. Triage Technique

12
Sort tasks into three different categories:

• Things that need immediate action.

• Things that are important but not urgent.
• Things that are a waste of time.

15. Not To Do List Strategy

• Make a list of all your natural distractions that prevents you from
doing the important things.
• Keep this list handy … Every time you get distracted – put a tick
against the mentioned distraction.
• Count the no. of ticks at the end of the day.
• Consciously try to reduce the number everyday

16. Eat that Frog Technique

• Do the most important task first thing in the morning.

• If you “eat a frog” in the morning, everything will be easy to
accomplish afterward.
• Start your day by doing the most burdensome tasks first and getting
them out of the way.
1. Get clear on a goal. What do you want to achieve most?
2. Write it down
3. Set a deadline.
4. Compile a list of things you need to do to achieve your goal.
5. Organize this list in order of priority. The most important items
are probably the most difficult. These are your “frogs.”
6. Take action. If you have more than one frog on your plate, eat the
nastiest one first.
7. Repeat this cycle every day so that you’re always doing something
that will push you toward your goal.

17. Biological Prime Time Technique/ Fresh or Fried Technique

13
• The idea is that you track your biological
rhythms to find when your most productive hours are. Then you
adjust your working time accordingly.
• Your brainpower depends on the freshness of your brain.
• When you are fresh, do the complex tasks, when you are fried, do the
easy tasks.

18. Most Important Thing (MIT) Method

• At the end of the day, write down the 6 most important tasks for
tomorrow.
• Prioritize them. Next day, start working on the most important task.
• Write down 3 tasks that have the highest importance for the next day.
• You keep your mornings for MITs – the most important tasks on your
to-do list.

Learn How to Separate the Majors

and the Minors.
A Lot of People don't do well
simply because they
Major in Minor things!

Productivity Multiplier

• Research says that 20% of the average workday is spent on “crucial”

and “important” things, While 80% is spent on things that have “little
value” or “no value.”
• Time Management automatically happens if you have the Fire of
Focus.
Time Management => Plan the Fire of Focus

14
 • Productivity is about focusing on the right
things at the right times.
• Productivity drops by 40% when workers try to do multitasking.
• Even the most sincere employees work an average of 5.4 hours per
day.

फर्क तो बस समय र्ा होता है

क्ोोंकर् मुर्क इन्सान
जो र्ाम अोंत में र्रता है
बुद्धिमान इन्सान उसी र्ाम र्ो
पहले र्रता है |

Challenges of Time Management

• Procrastination
• Dis-Organization
• Distraction
• Complication
• Dissatisfaction
• Dis-Orientation
Productivity Multiplier Secrets of Billionaires

• There are around 2,000 billionaires in the world. They’re some of the
best at time management.
• They’re bombarded with thousands of emails, do multiple meetings,
work on new strategies, work on a product design, etc.
• How do they choose what’s most important and still effectively build
their wealth to $10,000 per day or more?
• It’s not a “myth” that people succeed because they’re more?

15
Effective Time Management at Workplace –
Examples

• Avoiding excessive small talk with co-workers.

• Allocating time for specific tasks.
• Analysing & Selecting the simplest way to accomplish a task.
• Focusing on one step at a time
• Creating daily, weekly and monthly “to do” lists
• Eliminating time wasters
• Attacking more complex tasks when you have the highest energy and
sharpest concentrations
• Grouping similar tasks together
• Prioritizing requests and demand
• Putting cell phones aside to eliminate the distraction
• Assertiveness to say no to inappropriate demands
• Facilitating efficient meetings; sticking with time frames for meetings
• Planning your day the night before
• Capability – Disability Assessment
• High-Value Activities (HVAs)
• Performance Reviews
• Goal Setting
• Tracking Progress
Spending time vs investing time
Principles of Time Management will Help you….

• Achieve Better Results.

• Improve Quality of Work.
• Lower Stress Level.
• Fewer Mistakes.
• Improve Work Satisfaction.
• Improve Overall Quality of Life.
• Stay Organized.
• Learn to Prioritize.
• Take Ownership of Work.
• Build more Focus.

16
 • Be reasonable.
• Plan efficiently.
• Identify your time wasters.
• Disciplined and Punctual.
• Fast at work.
• Crisis Management.
• Delegate effectively.
• Hike in Salary.

19. The Pomodoro Technique

• When you do deep work, never forget to take breaks.

Pomodoro Technique => You should break down your daily work and complete
it in intervals separated by short breaks.
• You work for 25 minutes straight, which is called one. Pomodoro, and
then take a 3 – 5 minutes break.
• After 4 Pomodoro, take a longer break of 15 minutes to recharge.
60 / 60 Rule

• Work for 55 Minutes Continuous => Spend 2 Mins to Review => Take
a 3 Minutes Break => Repeat!

20. Time Blocking | Time Boxing | Time Batching

• Focusing on one task at a time—can make you up to 80% more

productive than splitting your attention across multiple tasks.
• Switching between Tasks can make Projects take up to 50% Longer to
Complete
Time Stays Long Enough for those who use it Rightly!
Block your Time or Lose it Forever- Elon Musk -
• Time Blocking – Task Based
o Blocking a time for each task of the day.For e.g., 30 mins for
Project Review, 20 mins for Sales Review etc.
• Time Boxing – Time Based

17
 o Making boxes of time for tasks, like 15
mins, 10 mins and try and do all tasks in the Time Box.
• Time Batching – Nature Based
o Batch similar tasks and meetings together Limit Transition
Time | Minimize Distractions | Finish Faster

You can also try Time Blocking if You…

• Juggle many different projects/responsibilities.

• Run two or more major companies at the same time.
• Spend too much time in “reactive mode” responding to email and
messages.
• Find your day chopped up by meetings.
• Battle constant interruptions throughout the day.
• Struggle to find the time for big-picture thinking.

21. Themed Day Method

Have a themed day of the week where you don’t have meetings as it allows
for no interruptions and focus on individual work.

• Monday- Management Related Issues / Pending Decisions

• Tuesday- Product Development
• Wednesday- Marketing and Sales
• Thursday- Business Expansion and Partnerships
• Friday- HR and Recruitment
• Saturday- Finance and Feedback
• Sunday- Day Off.

22. Checklist Manifesto

• Turn every one of your projects or tasks into a series of easy-to-follow,

step-by-step checklists.

18
• Checklist – tedious and time consuming in the
beginning.
• Overall time saved is much higher

19
20
 Checklist is One of the
Most Effective
High Powered Productivity Tools
Ever Discovered!

21
 23. Stand up Meetings | Walking Meetings

• If you do have meetings, try having Stand-up or Walking Meetings -

It Wastes Less Time | Decisions are made Quicker

Stand-up Meetings Led to Better

Collaboration,
Higher Levels of Engagement,
and More Problem-solving Creativity!

24. Build Rewards for Early Gratification

Identify What Holds You Back

• Whenever you Find Yourself Delaying a Task

Ask Yourself WHY?
• Generally, there are Two Reasons,
1) We don’t like to do | 2) We don’t know how to do
• Resolve the Speed Breaker with Rewards for Early Gratification
• We Often Delay because The Reward for Doing an Assignment is
Too Far
• Focus on Short Term Rewards.
• Create your Own Rewards
• Time is Really the Only Capital An Entrepreneur Cannot Afford to
Lose

Goal Orientation

22
 • No matter your level, job title or industry, it is
important to learn the ability to navigate
• People who are goal-oriented are driven by purpose.
• Someone who is goal-oriented uses targets to stay motivated in their
work.
• Setting generic goals vs. specific and definable goals
There is a difference between goals and activities.
Goals => Tasks that are important to your job and your career
Activities => Tasks that can make your job a bit easier but are not essential to your
success

बरु ीख़बर यह हैकी समय उड़ता है,

अछी खबर यह हैकी आप इसके पाययट हैं

Goal Setting

• What exactly do I want to achieve?

• Why is this goal important?
• What resources are needed?
• What are the limitations?
• Who is involved?
Athletes would not get up at 4am on cold winter morning unless they have a
clear goal of standing on the podium and receiving medal.
Creative Visualization – Business & personal Goals
Try to see yourself in next 1/ 3/ 5/ 10/ 15 years from now
1. What exactly do I want to achieve?
2. Why is this goal important?
3. What resources are needed?
4. What are the limitations?
5. Who is involved?

23
 As we visualize
our future achievements
we should write them down!

25. Insight Generating Questions for Goal Setting

1. What would I like to have achieved by the time I retire?

2. What salary would I like to earn?
3. Would I like to be an entrepreneur or employee?
4. Should I remain in India or more abroad?
5. Will I benefit from further education in my career?
6. What skills do I need to further develop?
7. Which industry would I really like to work in?
8. What is my ideal job?
9. Which professional organisations should I look for joining?
10. What hobbies/ interests would I like to pursue?
11. Where would I like to live?
12. Should I be spending more time with my family?
13. Do I need to practice a new diet for my health?
14. Could I improve my level of fitness?
15. What kind of home would I like to live in?
16. Should I start a new hobby?

Success is the
Progressive Realization
of a Worthy Goal
24
 • If you can Imagine it and Visualize it Clearly, you can Create it
• Visualize your success then take action
• It all depends on what you visualize
• Learn to think like a winner.
• Think positive and visualize your strengths.
• “Where are people who don’t have goals ?
Those 97 per cent end up working for the three percent.”
• It always seems impossible until it’s done.

26. Warren Buffet’s 2 List Strategy

It doesn’t matter how efficient and effective you are each day if you’re
working towards the wrong goal.

• Step 1 is to write down your top 25 goals. This could be life goals,
career goals, education goals, or anything else you want to spend your
time on.
• Step 2 is to circle your top five goals on that list.
Finally, any goal you didn’t circle goes on an “avoid at all cost” list.

27. Deep Work Technique

• Deep Work Technique states that - all intellectual activities should be

performed in a state of distraction-free concentration that pushes your
cognitive capabilities to their limit.
• Only when you do deep work can you can create new value, improve
your skills, and do things that are hard to replicate.
• The opposite of deep work is “half-work” or “shallow work”.
• Multitasking |Working on many projects |Distractions in the
environment | Unnecessary Meetings, Phone Calls etc.

25
 • The best way to overcome “half-work” or
“shallow work” is by consciously focusing on one thing and eliminate
everything else, every single distraction.

28. Rapid Planning Method (RPM)

Tony Robbin’s planning method that considers big vision, emotional

motivation and taking massive action for each of your goals.
Answer the following questions:

• What do I really want? What’s the outcome I’m after?

What’s the specific measurable result?
• What’s my purpose? What are my reasons? Why is this not just a
“should,” but a “must” for me?
• What do I need to do? What’s my massive action plan?
Capturing
Write down all the tasks you need to accomplish this week.
Chunking
“Chunk” your tasks together by commonalities.
Create your own RPM blocks
On the top of a new sheet of paper, make three columns: the task, the result
you want from completing that task, and your purpose for completing it.
Next, list the actions you can take to get there.
Create an empowering role for yourself
If you’re a student, you might call yourself the “Study King.”

Prioritization

• You may think you are making progress simply because you are busy.
• Busyness is giving you a false feeling of accomplishment.
Everything is Not Important
• Keep your priorities as simple and clear as possible.

26
 • Following are some questions to help you
determine your priorities: What are your values? | What are your
goals? What are your responsibilities? | What is the impact of the
activity?
• Don’t lose sight of your priorities when bombarded with other people’s
priorities. Someone may bring an issue to you seeking help; this issue
may be a priority for him but not necessarily for you.

You are what you do!

• The least effective person you know has the same amount of time as
does the most effective person you know.
• The difference, is knowing how to manage time, avoid distractions,
and put maximum effort into priorities.
• Life is a series of choices. Choose wisely.
• Do you consistently ask for extra time to get your work done?
• Do you have to or rush at the last minute to get your work done?
• If your answer is ‘Yes’ to any of the above question => Improve.

29. Kanban Board

• Kanban is a Japanese word meaning a billboard or signboard. It is a

visual board that helps you to track progress on your goals.
• The columns on the blackboard are => To Do | In Progress | Done.
• You need different colored sticky notes. Every sticky note represents a
task that needs to be completed. You simply write the name of the task
that needs to be completed. You can use different colors for different
types of tasks.
• After you have the big board with tasks, you simply stick the notes in
one of the columns, depending on the phase the task is in.

27
 • If you followed all the steps, you should have a
nice visual representation of your tasks and in which stage they are.

Overcoming Procrastination

Every time you choose to do one thing,

you automatically choose not to do another thing at the same time.

Every choice you make has its own

consequences, either good or bad!

Steps to Overcome Procrastination

No one is immune to Procrastination.
Putting off tasks takes a big toll on our productivity.
1. Identify what holds you back
Whenever you find yourself ignoring or delaying a task, ask yourself
WHY? Generally, there are two types of tasks, we defer:

• We don’t like to do
• We don’t know how to do
2. Set Deadlines
• Chunk the task into manageable segments.
• Create a schedule with clear due dates for each task.
3. Increase the Rewards
• We often delay because the reward for doing an assignment is too
far.
• Focus on short term rewards. Create your own rewards.
4. Involve others
• If you don’t know how to do something, ask for help.
• Turn to a trusted source for support.

You delay, but time does not!

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 30. 18 Minutes Strategy

• Start your day by spending 5 minutes on going over your daily

schedule.
• Take a 1-minute break every hour to see your progress and what’s left
to be done.
• End your day with a 5-minute review.
• 5 Mins (Scheduling) + 1 Min for 8 Hours = 8 Mins (Review) + 5 Mins
(Review) = 18 Minutes.

31. Decision Automation Method

• Try to automate as many tasks as possible with technology tools

• Also try to minimize as many manual decisions as possible
• Employee Attendance | Billing | Leaves etc.

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