FindYogi Inspire

Collection of remarkable practices in usable products, profitable businesses and growing organizations, as observed by the team and friends of FindYogi.

FirstCry’s User Generated Content Strategy For Reviews

by Naman on 21/11/2015

FirstCry, ecommerce company for baby products, is asking shoppers to upload pictures and videos of their child with the product. These pictures would be showcased on the product page.

first cry

This feature is a win-win-win for existing users, potential new users and the site.

1. Rewards – For the reviewer. Seeing your kid featured on a popular ecommerce site is a huge ego boost for the parents. This is almost like a mini celebrity stature. This is lesser effort than writing a 200 word review.

2. Testimonial – It’s a proof that someone else has bought the product from this site. It is more than just saying “Genuine buyer”.

3. Better Decisions – Since these are genuine non-paid pics, shoppers are more like to trust them and can easily visualize real world view of the product.

In the days of selfie, expect this trend to catch up with other ecommerce portals.

Cleartrip Activities: More Than A Product Vertical

by Naman on 14/08/2015

Cleartrip has launched Activities. As the name suggests, the section lists various activities that you can take up on weekends or otherwise. While it might look like a new product vertical for travelers, there is more to this product vertical, or rather engagement strategy.

There are 3 things to note about this feature:

1. It is app only.
2. The launch cities are not where people go to travel but where the Cleartrip’s audience lives.
3. The activities chosen are for locals, not for travelers visiting the place. Most of them.

For a segment like travel booking, which happens couple of times in a year, most people would uninstall the app after a use. This feature gives the users a reason to keep the app and open it every week. I would expect Cleartrip doesn’t limit itself to paid activities only.

It is very important for transaction systems to have an engagement feature else the acquisition cost is not limited to every new user but for every new transaction. And with transactions being a commodity, the product might just become very difficult arbitrage game.

Your product always needs to do more than just the feature that makes you money.

Incase you like this feature, Explara and Townista are doing this decently.

Flipkart had recently promoted an engagement tool on its app, albeit short lived – Read about the #ThumbThing.

FlipKart’s On-Demand Notification For Better Adoption

by Naman on 26/06/2015

FlipKart was running a 3-day sale for it’s users this week, but the discounted prices and offers were available only on the App. The expected user behavior in such cases is that a lot of users would discover and decide products on the website and then go to app to avail the offer.

FlipKart was prepared for this and even made it easier for users to do so. Users who were logged-in on both, the website and app, could request for a push notification on the mobile from the website. The notification could be tapped to directly see that particular product on the app; making the navigation seamless. These little features accelerate adoption, helping the core purpose of the app exclusive sale.

It might look simple from engineering point of view but the product manager’s “will” and insight behind this is commendable.

TaxiForSure’s Attempt At Lead Gen For Offline Businesses

by Naman on 26/06/2015

TaxiForSure has listed few restaurants across cities as their Happiness Partner. Users can show their TFS invoice to get some discount (about 10-20%) at the listed places.

For now this seems like a user engagement and rewards activity only but it is a great first step towards building a strong revenue model around lead generation. If various offers can popup on the map while booking a taxi and the reward comes as a cashback to TFS wallet, it would make for a revenue source that is beyond the commodity business of moving humans between unknown places. The revenue will be dependent not on how much distance was traveled but why the distance was traveled.

The difference is similar to Delyver vs. RoadRunnr – in revenue model.

“Helping-You-Create-Something” As A Service

by Naman on 10/04/2015

Gardening and cooking are good hobbies to kill loneliness. But how do you practice it? Where and how do you start?

InnerChef is a startup that helps you cook great dishes by delivering processed ingredients and recipe. On the lines of Plated or MarleySpoon.

Springfinity is a startup that helps you create a garden by delivering sapling, supplements and tools.

This reminds me of digital creation products like BitStrip, WordPress, an Eclipse like IDE for softwares, or even Photoshop.

The feeling of creating something is very powerful for humans. Very few other actions can give you that feeling. It helps you survive alone. Programmers can go days without meeting people for this one reason. Creating something is itself a validation enough to not need the need of social validation.

A product that helps its users create something plays on a powerful emotion. If you are building such a product, one thing to note is that, there is a fine line between helping-me-do-it vs. doing-it-for-me. The difference between stencils and drawing guide. A heat-and-eat idli pack is not the same as idli batter. The output should be a little uncertain and there should be room for personal creativity.

The other thing to worry about is not become a commodity product. How do you avoid getting beaten by local grocery store selling pre-bundled recipe centric packs who is better than you at logistics? Create a community. Online and Offline. Killing loneliness is your ultimate product, right?

Local Services Aggregation Startups In India – Going Beyond JustDial

by Naman on 18/03/2015

Aggregators for local services are growing in India. The services catered by these startups are highly fragmented, have low ticket size and low frequency of usage. Individually these services may not be big enough to justify making a Internet business around it, unlike Cars or Restaurants, but collectively this makes for a sticky use case. Until now consumers in this segment were completely dependent on referrals and with very few choices.

Here’s the list of startups aggregating local services:

1. LocalOye

Aditya Rao (BITS Pilani)
Funding from Sidharth Rao, Haresh Chawla, Sachin Bhatia
Present in Mumbai.
WhatsApp Support. PlayStore Presence

2. Doormint

IITB Team.
No funding disclosed.
Present in Mumbai.
Play Store and App Store presence.

3. HouseJoy

SP Jain + Ohio University team. Grey hair team, like most of GrowthStory’s other ventures.
Funding from K Ganesh and Meena Ganesh’s GrowthStory. Matrix Partners has invested recently.
Present in Bangalore and Ahmedabad.
WhatsApp Support. PlayStore Presence.


IIT D + DCE team.
$300K funding from Manish Vij and Anupam Mittal.
Present in Gurgaon.
WhatsApp Support. Play Store and App Store presence.

5. Qykapp

IIT B + KGP Team
Funding from Zishaan Hayath, Sahil Barua,  Abhishek Goyal
Present in Bangalore
Play Store Presence.

6. Taskbob

IIT B + IIM A team.
Funding from IndiaQuotient
Present in Mumbai
Phone Support. Play Store Presence.

7. UrbanClap

IIT K + UC Berkerly team.
Mobile browser support only.

The challenge here is not in connecting the consumer and service provider but making sure that the transaction is smooth. Review/Ratings is needed but the logistics/workflow is equally important.

Beyond Google Search – The Platforms For The Internet of Actions

by Naman on 02/03/2015

The below post is edited from an answer given to ET for this story.

The rise of Mobile is a big shift in the way Internet is used, thereby influencing commerce over the Internet. In developed economies it is the desktop based users who have started spending a significant amount of time on mobile. For India specifically, mobile is bringing in lot of first time Internet users.

Given that Google Search is not the default starting point on mobile, there is a void waiting to be filled as the platform of the mobile internet. No, Android/iOS is not it. There are 3 services that I believe can be the platform of the mobile internet viz. maps, payments and delivery. Before looking into each of them, the hypothesis here is that the Internet of mobile is no longer about serving information but it is about enabling actions. So what happens to information related stuff? They will move to a Chat like app with a command prompt like interface. It is already happening with Wechat, Line etc. Search would be easier over chat with results showing bite-size info in cards, the blue-link click is only required to dive deeper. Why chat and not current Google search? Because the current Google search is a state-less communication. Two consecutive searches do not relate to each other. The command prompt type interface serving bite-size info will need to be state aware, just like human communication.

The 3 platforms:


In the long term, Maps are going to be default page for most of our local needs, like movies, cabs, handyman or anything related to offline commerce. Different reports suggest that about 40-50% of all mobile search is local. Instead of a page with blue links, maps will become our search engine on mobile. China is already seeing this change with Baidu Maps driving all-things-local. Google Maps also recently integrated Uber to show estimated pickup time if you have uber installed ( When you have more than 1 cab app installed, Google Maps will influence which one you choose. In the long run it will also mean that you will not need to install the app but the app will just be backend integrated with Google Maps.

Users currently find it easier to search for “Zomato Pizza Hut” on Google and then go to Zomato’s Pizza Hut page, as compared to first going to, and then searching for “Pizza Hut”. In the same way, people will not look for a cab on a map inside Ola or Uber’s app, instead Ola and Uber’s cabs will be visible together on a single instance of Google Map.

The future of mobile local search is Apps on Map, and not maps inside apps. Just like now we don’t need to bookmark every restaurant site on the web browser, in future we may not need to install every cab booking app. This is the most important and defensible product of Google in the long term. Individual Apps as an interface is an intermediary stage of the mobile evolution until platform level aggregation and deep integration does not come into action again.


We do not see payments as a platform because it is generally not the starting point or in most cases we don’t even realize if it has an interface. It just happens, and that is how it is supposed to be. Apple and Samsung are working towards that. In India, the wallet feature in apps is being accepted. Mobile carriers and large banks are trying to get into the space. Paytm seems to be moving fastest in this space though. There are still licenses to be issued in this space by RBI and rightly so because this space is more about enabling trust and insurance, the core of commerce, than anything else.

Indian consumers do not relate to payment systems and insurance directly, but in developed economies one can ask their credit card company for a complete refund if the service by a vendor is not satisfactory. So they not only act as a credit and payment company but also an insurance company. Being on a universal trusted payments platform will mean more business. Micro-transaction will happen over a payments app and each little vendor need not have their own app with payment gateway. I should be able to use a plumber’s service and pay via a payments app that both of us use.


Delivery of physical goods is a big platform opportunity. What we generally see as an ecommerce company is a delivery company. A lot of commerce, new and used, B2C and C2C, is being limited by the physical movement of goods. While intercity delivery is controlled by large courier companies, the hyper local delivery of goods is still an unsolved problem. Uber is dominant in this space for people movement and now starting for food but their platform doesn’t yet allow movement of small goods from B2C or C2C. In India, Delyver and Grofers are trying to capture this space. Entering the C2C delivery space will be a big move for them. It’s human delivery network now but from what we see, it will evolve into a drone network.

How To Increase Foot Falls In An Online Store – FlipKart ThumbThing

by Naman on 02/03/2015

Flipkart has integrated a small game to its mobile app – ThumbThing. The app gives you a chance to win some prizes, including a couple tickets to Paris, and some commonly available discount coupons. The app game is part of a marketing campaign promoting the mobile app but it seems the game alone nails it for FlipKart.

The game is a Bell The Cat kind of chance + skill game. Like Candy Crush and other popular games, you have limited lives that refill every 20 mins. That time interval is enough for people to browse around the app. Unlike a browser based game that could have a direct link, the app game requires you to go thorough the landing screen and then to the game. The brand engagement is good for people to not treat it as twice a year shopping app and uninstall for the lack of space on mobile. Given that brands like Ola, Gaana, Spuul, Magzter are promoting their trial offers as prizes, I am assuming the game is paying up for itself and more.

As of writing this, FlipKart announced the winners and has taken the game off. I hope FlipKart will not leave it to this but create a permanent engagement property out of this with similar snack sized games and treat the time/space around the game to drive impulsive purchase.

PS: Imagine the marketing folks having to convince the engineering team to integrate a game and make a special app release only for a short-lived campaign. You need a very well aligned organization to pull that off.