INDIAN STARTUPS

Nurturing, Nourishing & Empowering Entrepreneurs

CLIENT PROFILE: Established in 2014, Indian StartUps is a startup ecosystem

bringing together entrepreneurs, investors and partners throughout India and across the

globe to help nurture, nourish and empower new and upcoming startups. It has its

operations targeted mainly in major metropolitans in India (Hyderabad, Bangalore, Delhi,

Mumbai), and also in several cities in the United States (San Diego, CA & Dallas, TX -

upcoming).

Indian StartUps primarily aims to create affordable entrepreneurial opportunities for

every deserving and dedicated entrepreneur. Some of its initiatives include e-Colony,

Beta Club, Team Up, Fund Me, Startup Showcase and Startup Sunday. Through these

initiatives, Indian StartUps seeks to reach out not only to individuals who are educated

and have access to resources but also those in remote cities with no formal education or

availability of resources. They offer personalized attention and a broad knowledge to

their customers about business processes, a platform to reach to potential investors, and a

network to form a potential ‘A’ team and realize their entrepreneurial spirit.

Despite being a startup, Indian StartUps is a very active organization that has more than

5000 members/ volunteers and over 150 investors in its network. It actively maintains the

website ‘www.indianstartups.com’ which is about one year old. It also has social media

profiles on Meetup.com, Facebook, LinkedIn, Twitter, and an open for public Skype ID

(for people in remote locations) for reaching out to its customers and clients.

MARKET ANALYSIS: As Indian StartUps expands their horizons west towards

America, they will be focusing on a growing market with lots of potential and

competition. With an emerging chapter in Dallas, Indian StartUps has already begun to

tap into these new ecosystem of opportunity. Dallas, the nation’s fourth-most populated

region, provides an environment “where nearly two dozen Fortune 500 companies like

AT&T and ExxonMobil have their headquarters, where 25 billionaires call home, and

where more than 50 colleges and universities produce talented graduates each year”

(GeekWire 2015). Demand is also high as a low cost of living, no state income tax, and a

dense hub of successful and supportive corporations, differentiate the Dallas market from

other start up cities. It is important to note that Indian StartUps is a platform for startups

to connect to accelerators, incubators, and angel investors, so Indian Startups will be able

to greatly benefit from programs such as Dallas Angel Network and Tech Wildcatters.

Major threats come from existing firms such as Launch DFW which already has a

first-mover advantage.

CURRENT MARKETING: Indian StartUps website [www.indianstartups.com, over

200 website shares] and Meetup.com [Over 7000 members] are the main driver and

information provider that acts as an e-brochure of the services it provides to its

customers. Other sources like Facebook business page [just over 1000 likes] and Twitter

profile for Indian StartUps [500+ followers] have been used to reach out to more people.

Indian StartUps website is very interactive and the landing page contains the upcoming

events making sure it communicates what it has to in the most effective manner.

Based on the given information, updates to the website will be done in the summer of

2016 including improvements in web design, testimonial videos, program/ event videos

and the ability for users to create an Indian StartUps account to efficiently manage their

status as member.

Currently, the website’s visibility is negligible with 16 external backlinks and 0/10

Google PageRank. Their domain authority is 22.41 and page authority is 34.36, which is

good.

The pros of Indian StartUps website are:

● Presence of sitemap (XML) which allows optimal search-by-search engines, good

website security and optimized for mobile devices.

● Frequently updated and organized which makes for an efficient user experience

Sample Ad 1

CONCLUSION: Indian Startups’ web-based marketing goals revolve around two key

objectives: converting web visitors to Indian Startups entrepreneurs and converting web

visitors to sponsors. Because Indian Startups is seeking specific results, they plan to

employ the cost per click advertising model with a direct response advertising goal.

Because Indian Startups’ website already serves as its main information portal, AdWords

is well positioned to compliment and contribute to Indian Startups’ marketing efforts.

AdWords also provides welcome flexibility since Indian Startups’ is attempting to make a

broad range of connections, from American and Indian entrepreneurs to established

companies and potential sponsors in the United States and India.

Table 2: Proposed AdWord Strategy

Brand Group Information Events Workshops

Indian Startups Ad Group

Chapters Ad Group Showcase Event Ad Group

CEO Forum Ad Group

[indian startups] [indian startups chapters] [indian startups showcase event]

+indian +ceo +forum +bangalore

[indianstartups.com]

+join +indian +startups +hyderabad +startups +showcase +event

+indian +ceo +forum +delhi

Startups Ad Group Investors Ad Group -“global showcase” Beta Club Ad Group

+startups +help +india

[indian startups investors] Luncheon Networking Event Ad Group

+beta +testing +startups +mumbai

+indian +entrepreneur

+indian +startups +investors +directory

[indian startups luncheon networking event]

+beta +testing +startups +delhi

BUDGET: The above campaigns will be run through Google’s Search Network to allow

a greater focus on relevant users searching for Indian StartUps or similar type firm.

Language will be set to English as all ad text and keywords will be in English. Ad

rotation will be set to optimize for conversions. Due to time and budget constraints, the

automated bidding strategy of Maximize Clicks will be used. Geotagging will be used in

each campaign to target a 50 kilometer radius around the Dallas area and the city of

Bangalore, India. Ad extensions such as sitelink and social extensions will be used to

make ads more accessible to increase the click through rate (CTR).

Table 1: Proposed AdWords Budget by Campaign and Week Event Sponsor Workshop Brand Keywords Total

Week 1 (20%)

$6.00 $0.86/day

$6.50 $0.93/day

$15.00 $2.14/day

$15.00 $2.14/day

$7.50 $1.07/day

$50

Week 2 (30%)

$9.00 $1.29/day

$7.50 $1.07/day

$22.50 $3.21/day

$22.50 $3.21/day

$11.25 $1.61/day

$75

Week 3 (50%)

$15.00 $2.14/day

$12.50 $1.79/day

$37.50 $5.36/day

$37.50 $5.36/day

$18.75 $2.68/day

$125

Total $30.00 $1.43/day

$32.50 $1.55/day

$75.00 $3.57/day

$75.00 $3.57/day

$37.50 $1.79/day

$250

OBJECTIVES AND KPIS:

Business Objective Goal KPI KPI Target

Converting viewers to Users

Increase viewer engagement

Bounce Rate Decrease bounce rate by 5%

Recruit entrepreneurs and sponsors

Conversion rate 10% increase in conversions