“You absolutely do not have to give away something great for free,” said Michael Dearing, a former eBay executive who is a teacher of the Launch Pad class. “If you build something great, people will pay you for it.”

It’s great how small things turn big in a short span of time. If we rewind few months back we’ll see how a simple college project turned out to be a goldmine for these two young college graduates. Ankit Gupta and Akshay Kothari were super excited as they would be one of the first few people to lay their hands one of the sought after products of Apple-the iPad. But little did they know that two months later they would be famous; on New York Times, NBC’s Evening News and TechCrunch a powerful technology blog. After their purchase, they had developed software as a part of their college project that aggregates news from various sources. It became a huge success and they were living a dream. Sitting on a goldmine with most companies trying to figure out how to do so, their start has been enviable. While 30,000 iPad users have downloaded their app so far, there are two million users out there. There are soon launching this same application on the iPhone which has an estimated user list of 3 billion people worldwide making this application one of the most successful applications. They have won not only attention but also huge sums of money. A true success!

Kothari is from Ahmedabad, while Gupta is a genius from IIT Bombay. At Standford while studying they got accepted to a programme called “Launch Pad”. The idea of Launch Pad was simple: build a product and launch a company in three months. While they got iPad which was truly enriching for people in love with technology, they discovered that news consumption experience had left them frustrated. So they ventured out to make an application in order to solve their ongoing frustration; which led them to start their college product. So they went about building their product which was difficult at start as many advisors from the Silicon valley told them to “try something else”. But they were not going to be put off by criticisms. “Basically, I think once you set out to do something, you must put your whole heart into it,” Kothari says. It was a great experience. They started to solve this problem and build up a whole new application which would later on shake up the entire technological world. “On day 1, people were like, ‘this is awful’,” Kothari says. By day 5, testers were asking if the app came bundled with the iPad. “Then we knew we were on to something,” he says. It was hard work, they researched, they tried, they tested and they perfected it.

Then came the issue of marketing. “We feel it’s the key. Most engineers think if they build an awesome product it will sell itself. We knew that approach was not going to work in a crowded app marketplace,” Kothari says. They uploaded videos on YouTube attracting attention and finally TechCrunch a powerful Silicon valley Blog reviewed it which went on the top of the list and hasn’t moved ever since. “We have been incredibly fortunate to be in an environment that encourages entrepreneurs,” Kothari says. The lessons they learnt not only taught them to become a tech designer but also taught them entrepreneurship.

“So many of our really smart friends in India opt for some stupid job in a bank after they graduate because of the comfort of a salary. Both of us passionately believe that young people should set out to do something on their own, and if our little success inspires anybody out there, that will be our biggest reward,” Kothari says, with heartfelt sincerity that didn’t seem to care if he was sounding a bit clichéd. Cliched or not we thoroughly like this duo. Small business ideas can be really rewarding if you believe in it, so keep your mind open to everything; you never know what’s next. Here is a toast to the success of these two talented Indian boys. Well, they have truly made us proud!

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So here are 7 key points for brainstorming startup ideas that offer a great deal of help:

Use Cases
To simplify the complexities of a startup, it is important to ask yourself certain questions pertaining to the product or service you wish to offer. For instance, questions like “How will the product be used by the customer?” Or “Which are the different categories of people involved in the process of distribution & consumption (e.g. customers, vendors, advertisers, etc.)?” This question- raising session gets you thinking in a clear & specified manner and thus, eases the rough patches with regard to the usability of the product/ service.

Risk and Failure Points
Assumption is generally the ‘silent culprit’ that is responsible for many illogical decisions & thus, failed ventures. To clear the air of assumptions, you need to assess the risk & failure points which enable you to get to the underlying assumptions being made. Normally, it so happens that an entrepreneur doesn’t even realize when he makes assumptions. However, he generally is vigilant about the failure points. This makes it easy once you have asked yourself those critical questions (as explained in point 1) because you now have clearer, step-by-step processes in relation to the product use. So, if an entrepreneur responds, “Well, if no one puts any content into the system, it won’t work”, it becomes vivid that the entrepreneur, here, is making an illogical assumption that people will put content into the system. The next logical question is “Why??”

Incentives and Motivation
Incentives & motivation are a significant component of every activity. Humans are driven by rewards which give them a purpose to put their best foot forward. This basic need has to be acknowledged in order that everything else falls in place. Always remember, the clearer the incentives, the better! It is now time that we give a thought to the question “Why would someone do something that you want them to do?” So, the sooner you realize this, the better. Besides, brainstorming around incentives and motivations is fun.

The One Feature
One important to-do is to look out for the one feature inside the ‘use cases’ and driving the incentives and motivation. It is a general practice to throw features into the products that would make the product stand out. Although the drawback, here, is entrepreneurs tend to assume that one more feature will seal the deal for them, which by the way, is false. It’s just not about a bulk of features, rather it is more about one feature- the one that is the driving force. Brainstorming around this can be very fascinating as it enables the division of a big chunk into manageable pieces. When you go by one piece at a time, it allows you to direct a lot of focus on one small piece of the master plan and test it methodically with the customers before the ‘go-ahead’. Brainstorming, taking one feature at a time really gets to the core of ideas quickly and ensures better concentration.

Target Market
Most of the time, entrepreneurs know what market they’re going after. But, it might not be the right one always. When you look at something from the outside in, it’s much easier to think of other applications and target markets for a startup idea. Brainstorming around this often leads to interesting ideas on product features, but more importantly on go-to-market strategy and whether the customer (that’s in the entrepreneur’s head) is really the right one. For example, there are fairly simple and interesting ways of taking a B2C web application and targeting it at businesses. The reverse is true as well; take a B2B application and steer it towards a B2C adoption model.

Monetization
It’s interesting to brainstorm ideas on monetization, as well as acknowledge its importance at an early stage for startups. However, it depends on the nature of the idea as in some cases; it makes sense to monetize right away while at other times, it’s better to wait. There are no set rules for every startup. Monetization definitely carries weight, but there are other aspects related to the idea which are as important and help to evaluate the overall idea thoroughly. The point is, a single idea cannot be the focal point, however, all startups start with the idea.

References and Referrals
Last, but not the least, looking out for references & referrals for help do make a difference. A reference might be as simple as an article that you can share. A referral might be a potential customer, business partner, or a fellow entrepreneur with familiarity on the turf. If the idea is promising and the entrepreneur is capable, and well, the timing is right, then extending support is a good thought. It is generally advisable to help provided the associations you’re making are meaningful and it doesn’t waste anyone’s time.

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The best team has always been talked about. Also, the value- addition through A- players who are considered more viable and productive, as compared to B-players or even C- players is stressed upon too often. However, keep room for the support staff- accountants, bookkeepers, janitorial staff, etc. This section of the staff is capable of bringing about a massive variation to the way your business operates, and one should also remember that they prove their worth at the time of startup milestones like financings and acquisitions.

Give your comfort zone a miss:
One of the most important lessons of startup entrepreneurs is leaving the comfort space and treading a new path. Rather than doing what one is good at, entrepreneurship advocates doing something that has not been done by the entrepreneur before. Break free from the cosy comfort levels of the mind and try doing the untried! Even, more important, make it a habit !!

Decide on your values & beliefs
Determining the basic values and ideological framework at the very start is an essential step so as to strike a fine balance amongst the viewpoints amongst the co- founders. A startup culture requires conditioning and maintenance.

Do your homework:
One can never really figure out what it is like starting a company till he attempts to do so. However, one can never afford to miss doing the groundwork that offers safety and security for a whole lot of obvious reasons. And the good news is there are a wide variety of resources available which include books, blogs, advisors, other successful entrepreneurs. And then again, the homework about the industry, market, competitors, etc. forms the other half of the homework. The key is to get out ‘there’ and interact with the to-be customers even before you actually develop an offering. Do your homework please or else you land up being an example of a failed start-up.

Iterate quickly and pivot nearly as fast:
One of the very critical aspects of working on a startup is to accept the case when what you have been working on tirelessly doesn’t really seem to be working. You have to gather the courage to keep it all aside and begin afresh when you know something just isn’t worth the effort. And, if you still continue with it, it is as good as banging your head against the wall and the evident show of immaturity to accept and change.

Understand metrics and how to optimize them:
The key metrics are a critical tool to assess success or failure for your startup. It could a little thing or even a combination of small & big things, depending on the startup. It might be repeat visitors. It might be some form of engagement. It might be lifetime value of the customer. It might be all of those things. In any case, you need to know them specifically to measure them constantly and work on optimizing them. You would be in for a surprise to see how small things can influence the impact of your overall offering & brand image!

Know what milestones you need to hit:
Focus is an inseparable aspect of a startup. You just need it anywhere & everywhere. And while being focused, you need everyone in your team to be as focused as they need to be. This is needed as milestones are ‘gates’, if you put it simply. You either go through these gates because of your accomplishments or gates that are just closed to you. If they are closed, you give it another shot or stop. This warrants an entirely separate post…

Build a personal brand:
In many varied situations, having one’s own strong personal brand works wonders! The point- in- question is it provides future social leverage in your life, irrespective of the success or failure of your startup. Not only this, but it can also help drive your existing startup in many ways.

Get your ass out of X:
This world today has become a global village. The era of globalization has brought up the concept of knowing the real customer and thus giving a personal touch to the services on offer and also make sure that you reach them effectively. The message is: Get out of there & discover the world! It is you who needs to expand your markets and to ensure effective reach to the customers spread far and wide.

Don’t raise money … until you’re ready:
Raising money requires an unsaid understanding about the ‘ends’ and also lowering the risk enough to the point that you’ll be able to raise more money at a better valuation. The longer it takes to raise funds as you’re making progress on your offering and acquiring customers, etc. the better.

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The catchy phrase from the cricket lingo ‘Second Innings’ got an entirely different meaning when an ambitious student- teacher duo from The Maharaja Sayajirao University of Baroda, Vadodara launched a website called ‘Second Innings’ exclusively for the very hardworking and sincere crop of the elderlies for whom retirement did not mean an end to working and taking up responsibilities.

Being founded by Dr. Avani Maniar & Shivani Mehta, the now well- established website started out as a college project. Besides being the ‘first-of-its-kind’, it has also been well- received by the senior citizens and has already gained the ‘umero uno’ position among the competitors in the market.

The object with which the website was launched was rather social in nature. As Shivani puts it, “The objective behind launching this website was unique as it was to contribute towards developing a healthy ageing society and helping elderly citizens to involve in community related activities.”

It was her masters studies that enabled the development of the website which now successfully caters to the fulfillment of the needs of the elderly citizens of the country, recounts Shivani, who holds a Masters degree from the Faculty of Family and Community Sciences.

A vivid characteristic of ‘Second Innings’ is the fact that it has been developed in a simple-to-use and extremely user-friendly manner. It enables the users to access the website with ease and provides a common platform for the employers and employees. It is just a matter of registering with the site and uploading your profile which includes your personal and professional details. This ensures establishment of a healthy network of the to- be employers and employees.

Within a limited timespan of approximately three years, the website has to its credit a userbase of 400 registered senior citizens. Apart from its core offering of providing jobs, the website also incorporates forums for interactions, messages, networking and other resources.

Dr. Maniar recollects that the most important aspect at the time of execution of the idea was to identify the elderly citizens who were interested in working even after retirement. This was taken care of by preparing a questionnaire and distributing them among the elderly citizens of Baroda who were interested in working after their retirement in order to collect their personal and professional details (Biodatas).

The idea finally saw the light of day with the website being developed with the help of Larsen and Toubro Limited (L&T) and registered with the help of T.V.S Central.

The biggest achievement in her endeavour, according to Shivani, is the over-whelming response from the elderly citizens and the accomplishment of their goals with Second Innings playing the mediator.

There is no end to the dedication and enthusiasm of this bubbling duo when it comes to creating a self-dependent, hardworking and a content Indian society.

Way to go, Second Innings!!

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Naheed Hafiz

‘Best out of waste’ seems to be the mantra at ‘The Paper Shoppe’ located at the plush Tardeo in Mumbai. ‘The Paper Shoppe’ was founded by Naheed Hafiz, who rejoices in the fact that there is a lot more awareness about handmade paper today, as compared to the yester years. However, Naheed confesses that it was her fascination towards handmade paper that pushed her into learning the art as well as taking it ahead by making it her field of business.

She has indeed come a long way with something that started as a mere hobby 15 years ago to the mass awareness and demand for handmade paper that prevails in the market today. And, if the present scenario is anything to go by handmade recycled paper has a promising future.

The best part about handmade paper is the ‘eco- friendliness’ of the materials used like old papers, used exercise books, cotton rags, onion garlic peels, corn husk, banana stem, mulberry stem, dried flowers and grated orange peel to make paper, while cardamom flakes or even kadi patta are added for fragrance. Some of the wares on offer include jute paper, banana stem paper and moon rock-effect paper.

In the beginning, exhibitions paved the way for Naheed to take her passion for paper to the next level– making it into a serious business seven years later. Naheed also makes it clear that she not only makes handmade paper herself but also sources it from various places of India to stock the best variety in the market.

The cost of each sheet ranges from Rs. 10 to 50 depending on the variety of sheets of different colors and textures which can be acquired by using enhancing techniques like embroidery block print and tie-and-dye technique. She also sells envelopes, bags, folders, dairies, note pads all made of handmade paper.

The most appealing aspect of making handmade paper is the convenience with which it can be made with easily available materials, even at home.

Naheed has also made sure that the art of handmade paper- making has a wide reach which will enable handmade paper to become the ‘it’ thing among the Indian masses today and tomorrow by conducting workshops for kids and adults on making of handmade paper and its products. She has held workshops for various schools, NGOs and even at the Kala Ghoda Festival.

She has more feathers to her cap with an NGO – ‘Handmade Foundation for Environment and Recycling’ running under her guidance.

Last, but not the least she has a little nugget of advice for her fellow countrymen -“It is in the hands of each and every individual to make a difference by reducing and recycling paper at home.”

Materials needed
1. Mixer, sieve (One used for flour- it has to be a detachable sieve)
2. Cloth/towel pieces 4-5 inches bigger than the sieve size.
3. Old notebooks two blocks of wood
4. A tub/bucket and water

The handmade papermaking process involves seven steps

Soaking
Tear the sheets of old paper in small size and soak the paper in water for an hour. Till they become soft and easier to grind.

Pulping
The soaked paper is ground in a mixer with water (paper:water ratio – 1:3) for 5 minutes or till it turns in to a fine pulp .The mixer is to be cleaned thoroughly after use and see that no small shreds of paper remain.

Sheet forming
Fill the tub half with water, and empty the pulp in this. Take the sieve dip it in the tub, lift it gently, you will see that a thin layer of sheet settles on the sieve, tap lightly to remove excess water.

Couching
The process of placing the paper sheets between wet cloths is called ‘couching’. The sieve is detached from the ring and the sheet formed on the sieve is carefully inverted on a cloth/towel and pressed firmly, once the sheet has settled firmly on the cloth ,the sieve is gently separated from the sheet (start from the corners). Cover the sheet with a cloth/towel. It is important to note that there should be a cloth below and above the sheet formed.

Continue making sheets this way till you have a pile of sheets. The pile of sheets is then pressed.

Pressing
The pile of sheets is placed between two blocks of wood, stand on it in a steady posture till the water drains out. Place heavy weight or trunk on it and allow it to stand for a few hours.

Drying
After pressing each sheet is gently removed from the cloth and dried on the floor or in the sun .When the paper is dry you then iron it.

Ironing
To give a finish to the paper and remove the creases it is ironed. This also gives the paper a shine.

The paper made is round; you can cut it in square.

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