Have a plan B to sustain yourself, while you are trying to make it big as a Product Startup says Amarpreet Kalkat, Frrole

Ciafo is a software products startup, based out of Bangalore focused on building consumer products for the web (including the mobile web). Ciafo has three products – Travelomy, Wayr, Frrole. In this interview, Amarpreet Kalkat, Co-Founder, Ciafo discusses aspects of building a B2C product from India and shares some of his learnings with startups. Frrole is an information exchange medium, not a unidirectional news provider. It has a heart and it likes to talk – hear from the people what they want to say, and tell them what they want to know.

What is your Story? What inspired you to be an entrepreneur?

I always had a passion for building intelligent products. If I have adequate resources, I find a way to connect the dots. This is what I have always been good at, and this is what I always wanted to do – use these skills to create intelligent products that could simplify lives.

In a large corporate setup, an individual is constrained in more ways than he can be comfortable with. A typical project manager or a product manager profile in a large company strictly limits one’s degree of freedom, thus affecting his ability to innovate. While some people love to work in a focused, defined way, I believed I needed more freedom than was possible in a normal corporate setup. By the time I realized this, I was already juggling with a few ideas in my mind. So, it was not difficult for me to quit my job and create Frrole, independently.

Why and how did you start your company? Why this Area?

We were working on our first product Travelomy and one of the features we wanted to build in there was ‘real-time social information streams’. We were surprised at not finding any readymade localized streams, so we just decided to build one of our own.

But as we started digging deeper, we could see that real-time, curated social information was missing not only in travel guides, but at a much wider level. The challenge was in separating out that 1% signal from 99% noise, and we thought that we could do it. Slowly, we became sure that this could be an independent product by itself, and that is how Frrole was born.

Why the name?

The name Frrole is a derivative of a word in Punjabi language that roughly translates into ‘to play around, to discover, to explore’. We had always thought that this project was about building a brand new way of exploring around the cities that we live in, hence the name was always there in the shortlist.

The fact that it met 6 of the 7 criteria we had for choosing the name (refer Paul Graham’s essay) and had the .com domain available, finally sealed the deal.

Also, the core of Frrole is to find and present information that is nowhere else available. Justifying its name, the application enables people to discover news from sources totally unknown to them. Just like ‘Googling’ has become a generic term for ‘finding things that are known’, we hope to see a day when ‘Frroling’ becomes a generic term for ‘discovering things that are unknown’.   

What is your product’s differentiator from competitors?

Frrole is a twitter based product. It analyses a million+ tweets every day, posted by individuals, companies and mainstream media and selects 0.5% of the most informational ones among them. These tweets are then displayed to the users as news items. In doing so, Frrole creates an additional source of unbiased news, in the form of individuals like you and me. These million additional news sources are the core strength of Frrole, making it a superior product than its competitors.

The news on Frrole can be sourced from a common man like your friendly neighbor or from a giant publishing house, with complete impartiality. The core philosophy behind Frrole is to create a democratized platform using which any person can spread useful information, making each one of us a citizen journalist.

Like all other news apps and websites, Frrole gives you information collected from various news publications, blogs and your social media acquaintances. But, that is only half of what Frrole is all about. The other half is about news ‘for the people, by the people’. There cannot be any news source faster and more accurate than a common man who has witnessed an event, and this man is where Frrole sources its news from.

Other important differentiator between Frrole and its competitors is Frrole’s ability to generate localized content. Frrole lets its users select a city to enable them to get news relevant only to that city. Thus, Frrole makes you a person more aware of your surroundings, unlike any other news product.

What is the biggest challenge Frrole has faced so far? How did you address the challenge?

Not having a full-fledged, full-time team has been the biggest challenge by far. But we have come past that point and now we have a core team of three people. Nishith Sharma, an IIM Kozhikode grad who has earlier managed marketing for Jaguar Land Rover in India, takes care of marketing and Abhishek Vaid, an IIIT Gwalior grad, is responsible for building our backend analytics engine.

Who is your customer?

  1. We have a prize for everybody who claims he is not our customer.
  2.  We have yet to find a person who doesn’t find value in Frrole.
  3.  A typical customer of Frrole is somebody who can read English, aged 5-100 years old, living in any part of the world, and not totally disinterested in life.

On a more serious note, we define our core user as somebody who is 24-40 years old, socially active, and comfortable with the concept of informal information.

What are your future plans?

The mid-term future plan is to establish Frrole as the ‘world view’ news source. Something that people use to hear what the world around them is really talking about instead of being limited to only what mainstream media has to say.

In the longer term, we see ourselves doing the same thing for social web what Google did for the web – make sense of it. And while Google started with the search as the first application of that technology, we are starting with news as the first application. This technology can be applied to any more use cases as Google has shown, and we hope to emulate the same.

Your moment of Glory

Nothing really that big yet. Maybe a few small things like being called the future of news, having a TV feature on Frrole etc, hitting half million monthly unique visitors mark with only one full-time person etc.

What have been your BIG lessons – personal, professional and otherwise?

See the last response below. Those lessons for others are derived from my personal lessons.

What kind of support would you have liked?

Entrepreneurship requires three kinds of resources – Man, Material, Capital. While ‘Material’ is not very important in the software context and entrepreneurs possess the ‘Manpower’ resource, what they usually lack is ‘Capital’.

India has very few investors who invest in early stages, so the ‘Capital’ is a big constraint for Indian startups. A report comparing funding in US and India says that while more than 60% of US startups manage to secure angel funding, only 15% manage to do that in India.

The situation is especially lackluster for products that are in the consumer web space. I hope that changes soon enough; otherwise there is absolutely no chance of a Google or Twitter coming out of India any time soon.

What would you like to tell someone, who is struggling or planning to start a product company?

  • Have a team. Startups are way too much work for lone founders.
  • Show investors some incoming money. It’ll increase your chances of getting funded manifolds.
  • Start with a founding team, finding co-founders later can be an incredibly tough task.
  • Have a plan B to sustain yourself, while you are trying to make it big.

 The future looks very promising for Frrole and we wish Amarpreet all the best! Don’t forget to download their iPhone or Android app.

The Frrole Team
The Frrole Team

 

Product LaunchPAD: Putting the spotlight on 9 quality tech products

On day two of the NASSCOM Product Conclave, nine ‘Product LaunchPAD’ companies were announced. These companies were recognized for their high-quality, emerging products.  The gathering, which took place in the ‘Agenda’ hall at the Vivanta by Taj, comprised representatives of the selected companies, industry veterans, the co-hosts of the event (Sharad Sharma and MR Rangaswami) as well as members of the online and offline media communities.

In a time when the product ecosystem in the country is gaining momentum, it’s important to recognize the efforts of companies like these who are focussed on delivering high-quality technology products and putting India on the product map of the world. As Sharad Sharma pointed out while addressing media at the Product LaunchPAD event, the considerable phase of acceleration in the Indian product space demarcates the ‘tigers in the ecosystem’ — but why is it so important for the product ecosystem to grow?

Let’s get some context.

There are two paths that lie in front of India today: either it can go the way the UK went — where globalization hollowed out the the SMB sector — or it can go the way Germany went — where it’s vibrant and thriving SMB industry shaped the development of the country. So what role does the Indian product story have in this situation? Well, the answer to how the Indian SMB story shapes up depends largely on what’s happening in the Indian SMB ecosystem today. And this means that Indian product companies have to embrace new trends like non-traditional business models and cloud-based technology which enable the availability of software at every available price point. Sharad Sharma highlighted the importance of this last point — he drew a parallel to the revolutionary Nokia phone that was priced Rs.2000, which completely changed the way the aam Indian communicated. This is exactly whats happening in the software world today. More often than not, software is the carrier of best practices in new environments, and this is what makes India uniquely poised to start a new journey of transformation.  And this transformation depends largely on the ability of Indian SMBs to re-invent themselves around these new technologies.

Luckily for India, it’s economic structure is quite similar to the German economy. The data tells a strong story : 26% of India’s GDP comes from the SMB sector, which is growing at a much faster pace than the large businesses sector. For the overall Indian economy to treble, this Indian SMB sector has to not just double but treble — because the burden of the growth of the Indian economic sector is dependent on the growth of the SMB sector, which needs technology to help re-invent itself.

The Product LaunchPAD initiative provides a platform for these companies to showcase their products, which have been in the market for at east a few months.

This year, the judges received 54 entries and shortlisted nine companies after much deliberation. Reflecting the current trends in the industry, many of these companies showcased products and concepts revolving around the cloud, localization and location services, mobility, web applications, social media and script-less test automation.

The nine Product LaunchPAD companies selected for 2012 are:

Qualitia Software Pvt. Ltd (Pune): Qualitia is an easy-to-use yet powerful test automation B2B platform which supports leading test automation tools like HP-QTP and IBM- RFT, including open source solutions like Selenium / Webdriver. This is a script-less test automation platform that transforms the way existing QA teams work in organizations. It empower existing QA teams and automated testing teams.

InSync Tech-Fin Solutions Limited (Kolkata): InSync’s product SBOeConnect is a simple, integrated and flexible solution aimed at Magento (an eBay e-commerce platform)  merchants. The product enables fully automatic and bi-directional data synchronization between the SAP Business One ERP system and the Magento e-commerce platform.

The product is already being used by 80+ Magento merchants, as it fulfills a need that e-commerce businesses have which is a need for an integrated ERP system. The company recently launched a Windows 8 application.

Magnasoft Consulting India Pvt. Ltd (Bangalore): Magnasoft focuses on the geospatial industry, specifically on three segments: content (maps), enterprise (large software for corps) and consumer (child safety). Their product NorthStar caters to the third segment, as the company identified a sweet-spot in the area of child-safety in the K-12 ages. The product used Amazon’s cloud platform to offer a subscription based model to parents who pay Rs.50 a month to receive SMSs that tell them when exactly the school bus their child is on will reach the designated bus-stop. The system works with an accuracy of two minutes and focuses on improving the safety and accountability of school bus systems using the RFID system.

Ciafo (Bangalore): Ciafo’s product Frrole sees itself going beyond mainstream media to revolutionize the news industry. It relies on people enabling news to move faster, and champions the thought of news not being controlled by one single entity. With increased direct sharing and historically low trust levels in mainstream media, Frrole presents a revolutionary new alternative for users to discover news about and around them. By promoting citizen journalism, it also hopes to create a society with more symmetrical distribution of news and opinions.

Silver Stripe Software Pvt. Ltd (Chennai): Tour My App is Silver Stripe Software’s new product which aims to increase user engagement and trial conversion in self-serve web apps. When people sign up with web apps online, its important that they know how to use the app by themselves otherwise they lose interest. The product solves the “what should I do next?” pain point. It lets web application developers create guided tours inside their application on the Tour My App site.

Greytip Software Pvt. Ltd. (Bangalore): GreyTip’s product Greytip Online is a cloud based HR and payroll software (SaaS) that is suitable for SME companies who have between ten and 250 employees. It simplifies and automates most payroll and employee data management activities, including statutory calculation and reporting. With this product, the company takes automation to smaller companies in order to make them competitive, but uses Indian prices. It currently has a user base of 95,000 employees.

Pipal Tech Ventures (Bangalore): Pipal Tech’s application is B2C free application that  aims at bringing Google like search capabilities for offline retailers. DelightCircle is the company’s customer engagement and location based marketing platform. The DelightCircle Smartphone app allows consumers to discover places to shop and eat based on their location and interests, and get rewarded for this. There’s also a DelightCircle SMS based app and a DelightCircle website that offer the same capabilities.

SignEasy: SignEasy is an iPhone, iPad and Android application that offers a a simple and quick way to sign and return documents securely from a device. It allows for multiple signers to accelerate professional transactions and close deals from virtually anywhere. The app also allows for text and image insertions and it can be linked to Box, Dropbox and Evernote for retrieval and archiving of documents. It supports several document and image formats and also offers the ability to set a personal passcode to prevent unauthorized access to signatures and files.

 Selasdia (sales aid spelt backwards) is Aiaioo Labs’ product  which is an intelligent sales assistant for brands. It is essentially a CRM system that has access to customer information, which it uses to listen to all that customers are saying on blogs and  other areas online, and capture this information. It tracks blogs, understands the posts and lets brands know when it is relevant to them and the products they are selling. It tells brands what their customers’ interests are, helps them build relationships and helps them find people they should be talking to.