The module explores the motivations for firms to compete and alternatives to competition - coopetition and alliances. It demonstrates how to acquire social capital and achieve win-win deal for all stakeholders.

1. MerchantAcquisitionandPartnership
BuildinginMobileandDigital
Commerce
VarunMittal
http://analogVarun.com

2. Findingtheright
partnersand
buildingsolid
partnershipsin
thedigitalrealm

3. 4StepFramework
Ask yourself the right questions
Introspection -Who
are you?
1
How do you
compete?
2
How to build social
karma/equity
3
Triggering a chain
reaction (network
effects)
4

4. Introspection

5. Introspection–knowingyourself
1) Who are you?
What pain do you
resolve?
What kind of revolution
can your product
enable?
Pain-killers or Vitamins
What things do you
improve
What is your
business like?
What would
you like your
business to
be

6. Introspection–knowingyourself
2) How do you compete?
Faster Revolution
Faster + Cheaper Cheaper
Internal Strengths

7. Introspection–knowingyourself
3) What do you compete on?
Passion Past Experiences
Pedigree Perfection
Relative Strengths

8. Who are you? Vitamin Painkiller Viagra
Attribute
Something which works
but can be improved –
faster, cheaper, easier
Something which solves a
pain point being
experienced
Something which creates
an entirely new use case
category
Challenge
Needs sustained
improvements to
maintain the growth
Need to ensure people are
ready to pay/accept the
pain as pain
High risk, High Gain. First
mover takes most of
market
Competition
Large number of copycats
try to imitate features
since low barriers to
entry
Incumbents with deep
pockets try to change
course , so need to be agile
and fast to market
Competitors have tough
time displacing first
mover
Examples Instagram, Whatsapp Summly, Dropbox
Snapchat, Color,
Pinterest, Vine
Introspection–vitamins,painkillersandviagras

9. Why do you Compete?

10. WhatisCompetitionactually?
Competition in today’s definition
Competition

11. WhatisCompetitionactually?
Competition in today’s definition
They say
“Keep your friends close and
your enemies closer.”
Well problem is you can’t tell them apart nowadays.

12. WhatisCompetitionactually?
Competition in today’s definition

13. WhatisCompetitionactually?
Coopetition – the new mindset
Coopetition
Cooperation Competition+
What it means:
 Phenomenon involving simultaneous existence of both
competition and cooperation in a single relationship
 Coopetition has been highly studied in hi-tech industries,
mainly due to prevalence of 3 key factors
 Short product life cycle
 Technology convergence
 High R&D costs

14. WhatisCompetitionactually?
Coopetition – the new mindset
 Ariane Program was initiated
between French, UK and German
space agencieis
 Aim was to build a civilian launch
vehicle to carry goods and
equipment into space
 Began as a consortium of
European aerospace
manufacturers from France,
Germany, Spain and UK
 Different companies pooled
resources to launch a company
which could make products for the
global market
 Formed a pharmaceutical alliance
to share drug patents, marketing
and licensing to enter more
markets
 This enables them to workaround
regulations and barriers by tapping
on each other’s licenses

15. WhatisCompetitionactually?
Competition in today’s definition
Versus
Why should you compete?
Why is it not worth competing?
Why you should go into coopetition?

16. Karma Credits /
Social Capital

17. DefinitionofKarma:
Thebeliefthat
whateveryoudo to
peoplecomesback
toyou

18. KarmaCheck–Basic
List the two names which come to your mind in each box
Offered help to you
without you asking from
them
Offered help to you after
you asked from them
Given by you to someone
without them seeking
Given by you to someone
after they sought
From
others
From
you

19. Text to 5 of this people and
ask them to pick 3 words
they think of you
Lets compile them now
KarmaCheck–Basic
List the two names which come to your mind in each box
You should have 8
names by now

20. Karma-What’syourSSIandhowtouseit?
Socia Selling Index

21. SocialKarmaorEquity
Social capital
 Causes/sources
 What could they bring to the table?
More members? More resources? Add
value to structure?
 Mechanism
 Methods which we can all work
together? Sharing information?
Influence and mentor each other?
Build identity? Integrate our
businesses?
 Impacts
 How can we benefit by working
together? Pool resources? Enter more
markets? Build new capabilities?
Benefit society?

22. SocialKarmaorEquity
Social Capital
Every individual/business’s
social capital is different.
Specific to industry and
environment you operate in.
You need to balance and
manage everybody’s interests
to build good social capital.
Social networks built upon with
trust and reciprocity, shared
norms and values.

23. Buildingkarma–keythingstonote
Corporate Partners

24. Chain Reaction
(network effects)

25. Startingachainreaction
Leveraging on network effects

26. Whatdoesitmeanforyou
Leveraging on network effects
 value of a network is
proportional to the square of
the number of its nodes (n^2)
 The value of the network
would grow at a rate that far
outstripped their cost once
some “critical mass” was
reached.

27. Startingachainreaction
Leveraging on network effects
Network effects: the value of the product or service to the individual user
becomes greater when more individuals join the platform
Think about how the network effect enabled these platforms to attract more users
and scale up.

28. Leveraging on network effects
Network effects: the value of the product or service to the individual user
becomes greater when more individuals join the platform
After having been successful in female domain, next step is to expand in male category
by finding the right niches to build a network effect
 Popular with the design community when it first
started, designers loved the content-sharing
mechanisms, which generated a network effect
 Company’s growth in first 2-3 years was
phenomenal
Startingachainreaction

29. Whatdoesitmeanforyou
Leveraging on network effects – gaining traction

30. Whatdoesitmeanforyou
Leveraging on network effects – gaining traction
First Deal
First Customer
First revenue
First Recommendation

31. Whatdoesitmeanforyou
Understanding Network Effects
Classic case of marketplace network effects
 Every time a new supplier joins, selection
increases for the traveling consumer,
making it more likely to attract consumer
demand
 Every time a traveling consumer searches, it
potentially benefits the property
owner/manager, making it more likely to
attract suppliers

32. Whatdoesitmeanforyou
Tap on the power of word-of-mouth

33. Story – Your Odyssey

34. Introspection -Who
are you?
1
How do you
compete?
2
How to build social
capital
3
Triggering a chain
reaction (network
effects)
4
4StepFramework
How we designed Odyssey
 We want to work with
startups
 Be part of innovation and
community of ASEAN
 Existing players have huge
resources and strong brand
recall
 As small player with less
money, we need to build
coalition to be able to
compete
 Understand which
companies have similar pain
points – who wish to have a
program like this
 Find partners with
complementary product
offerings
 Building a community of
corporate accelerators and
startups to mentor,
innovate and develop
groundbreaking solutions
and business use cases

35. TheOdysseyProgram
Corporate Partners
Each additional member ‘Your Odyssey’ creates multiple times
more connections. The more connections, the more it will
benefit members who are already in the pool.

36.  We all want to build a
similar program
 We all want to bring new
products and ideas to the
ASEAN market
 Partners don’t have enough
reach
 Partners don’t have enough
resources
 Market is not as receptive to
new technologies
 Surveymonkey: Get customers to try out paid service
 Twilio: Build brand presence in ASEAN from scratch
 helloPay: Encourage customer to build e-commerce solutions
SocialCapital
How we designed Odyssey

37. SocialCapital
How we designed Odyssey
Shared norms and values.
Shared norms and values are the
common expectations which make
interactions more productive.
Social networks. A social
network is the interactions
and relationships between
individuals or organisations.
Trust and reciprocity. Trust and
reciprocity are about the quality of
relationships, rather than the
number of connections.

38. TheOdysseyProgram
Corporate Partners

39. 3/7/2016 helloPay Confidential 39
WhatToExpect
Enjoy special benefits through the Odyssey Program
 Free consumption credits for cloud services up to $250
 Access to $50 million investment fund, partner with top VC
firms and access to their capital
 $100,000 worth of free transactions through helloPay
 Reach out to sell to 10 million + customers of Lazada group
processed through helloPay
 Insights into online market research and business
intelligence
 Customized professional services and advanced training for
consumer research

40. 3/7/2016 helloPay Confidential 40
WhatToExpect
Enjoy special benefits through the Odyssey Program
 Qualified startups can get access to a Zendesk plan worth 3
agents on the team plan and 3 agents on the zopim chat
basic plan for 1 year
 Startups who wish to apply must have less than $1m in
funding and be associated with an accelerator under
Odyssey
 Support on listing and distribution through Lazada portal in
different markets for physical goods
 Mentorship for optimizing listing to boost sales

41. YourOdyssey
5corporatepartners
25accelerators
8countries

42. Thank You
http://analogVarun.com