FindYogi Inspire

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

“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.

Laundry-On-Demand Startups In India

by Naman on 06/01/2015

We explored Uber for Food startups in India recently. Uber for X startups in India are going into other domains as well. Here’s a look at the Laundry service startups in India. The valley equivalent is Washio.

1. Fabrisure

Bangalore based.

No App. Phone based scheduling. Starting at Rs.80/KG.

2. Mywash

Bangalore based.

Web App. Starting at Rs.19/piece.

3. WassupLaundry

Chennai based. Present in Delhi, Bangalore, Chennai.

Android and iOS app. Starting at Rs.35/piece. Franchisee based model.

4. OneClickWash

Delhi based.

Web App. Starting at Rs.50/KG (wash only). Monthly subscription also.

They are competing against the local dhobi and neighborhood drycleaner. In an urban household drycleaning is few times a year, while dhobi’s are scheduled to visit every week or so, with no minimums or extra delivery cost. And we also have full time household helps who wash and iron. In US there are self serve laundromats which isn’t much known in India. The value add in India is small when compared to incumbent services. Trust and insurance for a higher fee might work. When it comes to convenience, they might be a good substitute for the neighborhood drycleaner but not the local dhobi. Delyver used to provide pickup/drop for BandBox but it seems the service is stopped now.

Food Delivery Startups In India

by Naman on 23/12/2014

Some of us at FindYogi recently had a tough time looking for food delivery services for lunch and dinner. We ended up discovering a lot of startups, most of these still in their first 6 months of the service.

These are not restaurant food deliveries like JustEat or FoodPanda, but mostly homechefs. In the valley terms, these are more of Uber for Food in India. SpoonRocket is the closest equivalent in the Valley. Though Uber’s UberFresh does restaurant food but for consumers the experience is almost same.

Here’s the list, in no particular order, of “Uber for Food” startups in India

Warning – Almost all the sites are unusable on any screen size. All look great, but unusable. Eatlo’s android app is decent. Yumist is fine.

1. Eatlo

Bangalore (HSR and Koramangala). Weekday Lunch Only. 20Mins or less.

Founder – Rahul Harisanka (IIT/IIM – Freecharge, UrbanTouch) and Sai Priya Mahajan (IIT – MyGola, UrbanTouch)

Starts from Rs.100, upto Rs.150. Options include Mix of Veg/Non-Veg and Indian/Non-Indian recipes. Well thought options.

2. Nutritown

Bangalore (Indiranagar, Ulsoor, MG Road). Weekday Lunch and Dinner. Pre-scheduled.

Founder – Kushal Sharma, FMS/NSIT –  Freecharge.

Starts from Rs.150 for veg. 200 for non-veg, Lower for weekly/monthly commitment. Drinks included. Healthy meals designed by nutritionists.

3. FreshMenu

Bangalore (Sarjapur Road, HSR, ORR, Bellandur). Everyday Lunch. 45Mins or less.

Founder – Rashmi Daga, IIM – TutorVista. Backed by K Ganesh’s GrowthStory.

Rs.250. Non-Indian food. Mostly the kind of food you would order at a fine-dine restaurant or upmarket Cafe.

4.  Brekkie

Bangalore (Indiranagar, Ulsoor, MG Road). Weekday Breakfast Only.

Founder – Ashwin Chandrasekaran, Haripriya Raja and Nikhil Behl

Rs.80 for a 3 course breakfast. Rs.1500 for monthly commitment. Indian + Fruits + Cookies.

5. HomeChef from Delyver

Bangalore (Multiple locations). Multiple Home Chefs.

Delyver is a platform approach for delivering anything in the locality. Backed by K Ganesh’s GrowthStory.

Starts from Rs.70. Multiple options. Some delivery charge or minimum order amount apply.

6. SpoonJoy

Multiple Cities. Weekdays 10AM to 5PM. Fruits/Salads/Snacks.

Founders – 4 IIT Roorkee Grads. Sachin and Mekin of FlipKart, Sahil of Delhivery and Abhishek of Tracxn are investors.

Starts from Rs.35.  No commitment, subscription model. You tell your preference, they deliver based on availability. Pretty confusing subscription model but very affordable.

7. Yumist

Gurgaon (Cybercity). Weekdays Lunch. ~20Mins.

Founder – Alok Jain – Zomato.

Veg Indian food under Rs.100. The kind of food one would order daily.

8. TapCibo

Bangalore (Indiranagar). Weekdays Lunch. Rs.80-150.

Founder – Monica Rastogi, Shashaank Shekhar Singhal – Both with Mobile Tech Skills.

Veg+Non.Veg. Staring price point is lowest. More of a Thali than just 1 sabji+roti/rice (Like Yummist/Eatlo).

9. BiteClub


10. HolaChef

Mumbai. Lunch and Dinner. Multiple Home Chefs.

Founder – Saurabh Saxena.  Ex-

11. Eatango

Bangalore. Indian/Non-Indian Brunch. ~Rs.200.


The story until last year – In my first week in Bangalore, 4 years ago, I had tried (defunct) – monthly commitment and repetitive menu was a deal breaker. in Mumbai and Morpheus backed MealNut in Pune are also defunct now.

The key attributes here are – Delivery in 30mins or less. No minimum order. On-demand, No commitment. Just like the local Parathe Wala in Old-Delhi. Anything else is too much of friction.

What would you build now? A meta search for consumers or a SaaS tool for founders. Or microwave-able containers :).

Leave a comment for anyone else worth including.

How We Reduced Our Google Adwords Spend By 20% With One Little Fix

by Naman on 09/12/2014

At FindYogi, we have recently started experimenting with Display Ads. We are looking to optimize the targeting and placement before scaling the budget.


1. We are tracking our conversion on Adwords by integrating it with Analytics.

2. We have blocked the ads from showing on mobile device. But there is no way to block from Tablets.

3. While checking the Placements tab under Display Network there were some sites that resulted in higher cost per conversion. We either decreased the bid for them or in some cases blocked them. Some of these sites had very questionable placement of ads, with a high chance of accidental clicks.

4. There were a particular set of placements that had a Rs.0 Cost per conversion. It was Rs.0 not because the cost was Rs.0 but the conversion was NIL.The common thing about these placements was that all of these were Apps, mostly casual games. Again a case of accidental click but this time it was the whole app ecosystem and not particular sites.

How to block your Adwords ads from showing on mobile Apps

There is a lot of debate as to which of the following is the right way to block your ads from showing on Apps so we implement both.

1. Go To Campaign > Display Network > Placements Tab > Scroll Down

2. Under Campaign Placement Exclusions add the following domain –

3. Under Site Category Options > Disbale – GMob mobile app non-interstitial

Our conversions are same with 20% less spend.

Shippr – Enhancing Classifieds Marketplace Through Convenient Logistics

by Naman on 21/10/2014

Shippr is an on-demand goods carrier marketplace. The service is targeting consumers who transact furniture/heavy appliances on classifieds site. The logistics part is a major friction in such cases.

There are 2 parts to this service, viz. the movement from point A to B through the vehicle and the loading/unloading of goods from the vehicle, which requires human labour. Ability to offer these 2 together is what plays to Shippr’s advantage.

Services like these enable and enhance the market for classifieds apps and sharing economy.

*Shippr is started by an ex-FindYogi team member.

How SpringRole Might Put A Dent In The Recruitment World

by Naman on 21/08/2014

SpringRole is referral based hiring tool. Companies post a job, you discover it and refer a friend, through a Linkedin message, who might be a good fit. If the candidate agrees to talk, you get paid a small referral fee.

In a world where attention in scarce, getting a friend’s mail for a job not only gets the attention but also endorses it. This model has been tried before in bits and pieces though the key to such incentive based programs is spam check and reputation control. SpringRole is addressing both this in priority through a strong data driven algo that works silently in the background.

The whole tool works on top of Linkedin and will hopefully integrate more platforms. Though the profile pages seem more usable here.