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    Team Name: Hakunamatata Team Id:2454 Institute: Iim Indore: Insight2: Opportunity To Unlock Potential

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    RTR TECHNOLOGY
    Team Name: HakunaMatata Institute: IIM Indore Team ID:2454 This document presents a domestic market expansion strategy for the impact sourcing service provider Desicrew. It identifies key growth opportunities in government, e-commerce, banking, and telecom sectors due to trends like digital India and increased rural connectivity and access. The strategy focuses on creating customized solutions, gaining customer trust through quality and cost competitiveness, and collaborating by delivering reliable business solutions while also creating social impact. Desicrew will position itself as a differentiated provider and partner with organizations to build networks and a trained, stable rural workforce. The action plan outlines initial respositioning, expansion, recruitment, training and customer

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    Team Name: Hakunamatata Team Id:2454 Institute: Iim Indore: Insight2: Opportunity To Unlock Potential

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    RTR TECHNOLOGY
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    Team Name: HakunaMatata Institute: IIM Indore Team ID:2454 This document presents a domestic market expansion strategy for the impact sourcing service provider Desicrew. It identifies key growth opportunities in government, e-commerce, banking, and telecom sectors due to trends like digital India and increased rural connectivity and access. The strategy focuses on creating customized solutions, gaining customer trust through quality and cost competitiveness, and collaborating by delivering reliable business solutions while also creating social impact. Desicrew will position itself as a differentiated provider and partner with organizations to build networks and a trained, stable rural workforce. The action plan outlines initial respositioning, expansion, recruitment, training and customer

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    Team Name: HakunaMatata Institute: IIM Indore Team ID:2454 This document presents a domestic market expansion strategy for the impact sourcing service provider Desicrew. It identifies key growth opportunities in government, e-commerce, banking, and telecom sectors due to trends like digital India and increased rural connectivity and access. The strategy focuses on creating customized solutions, gaining customer trust through quality and cost competitiveness, and collaborating by delivering reliable business solutions while also creating social impact. Desicrew will position itself as a differentiated provider and partner with organizations to build networks and a trained, stable rural workforce. The action plan outlines initial respositioning, expansion, recruitment, training and customer

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    43 views1 page

    Team Name: Hakunamatata Team Id:2454 Institute: Iim Indore: Insight2: Opportunity To Unlock Potential

    Uploaded by

    RTR TECHNOLOGY
    Team Name: HakunaMatata Institute: IIM Indore Team ID:2454 This document presents a domestic market expansion strategy for the impact sourcing service provider Desicrew. It identifies key growth opportunities in government, e-commerce, banking, and telecom sectors due to trends like digital India and increased rural connectivity and access. The strategy focuses on creating customized solutions, gaining customer trust through quality and cost competitiveness, and collaborating by delivering reliable business solutions while also creating social impact. Desicrew will position itself as a differentiated provider and partner with organizations to build networks and a trained, stable rural workforce. The action plan outlines initial respositioning, expansion, recruitment, training and customer

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    of 1

    Team Name: HakunaMatata Institute: IIM Indore Team ID:2454

    Background: INR 230 Bn


    Enterprise digital transformation, cost optimisation, operational flexibility and INR 2.3 Bn
    need for expertise in non-core processes is driving growth for Impact Sourcing.
    BPOs are moving to Tier III and Tier IV towns to save costs and tap the rural
    talent pool. Currently impact sourcing service providers are being perceived low- Addressable
    Market Size Market for ISSPs
    end and thus only 1% market is addressed by ISSPs. However, third party BPOs Indian BPM
    have huge potential to create over 5 lakh additional jobs in next 5 years. (Domestic) FY 2016

    Research Methodology: Industry insights, published reports and competitors’ analysis (Ruralshores, B2R, Samasource, Impact
    Hub,SGBS etc.) to understand the underlying potential of rural India, BPM market and impact sourcing as an emerging trend.
    Industry Insights:
    Insight 1: ISSPs are perceived low end Insight2: Opportunity to unlock potential Insight3: Growth Requisites
    - Businesses are sceptical about delivery - India’s digital transformation (Digital India) - Trained and stable work force
    - Performance quality and cost savings - Smart Cities driving demand for BPOs - Strong rural infrastructure
    - Myopic view of ISSPs - focus on social - Government and E-Commerce segment - Gain trust of clients (urban BPO)
    impact over delivery of business solutions - Tier III and IV towns – low cost hubs - Focus on Speed, Scale and Skill

    Objectives: Perception change in minds of customers and domestic market strategy for Desicrew
    Domestic market expansion strategy Priority Segments Key customer value proposition
    Locations are selected based on untapped Government: BPM demand to grow
    demand, population (10k-1 lakh), literacy at CAGR 19% because of digital Low Low High Talent
    rate and requisite rural infrastructure. India, digitisation efforts and railways Cost Risk Quality Pool
    E-Commerce: Fastest growing sector
    at CAGR of 25% due to increased Business Reliance on
    focus on customer service Solutions workforce
    Banks: Segment CAGR of 20%
    - Customised - Extensive Training
    due to financial inclusion, new bank
    - Differentiated - Stable workforce
    licenses and non-core processes
    - Iterative - Scalable
    Telecom: Demand CAGR of 19% - Feedback loop - Domain expertise
    due to growth in 3G/4G subscribers - Fastest delivery - Diverse languages
    and increased rural penetration
    The BIG IDEA: “Create | Compare | Collaborate”
    Impact sourcing service provider needs sustainable demand for a feasible business model. Apart from focusing on social
    impact Desicrew should focus on CREATING customised and differentiated solutions, COMPARABLE across the industry in
    terms of cost and quality. Once customers are assured then we COLLABORATE by delivering superior business solutions.
    This will serve dual purpose of convincing customers of reliable workforce and delivery of work and create broader community
    impact.
    Marketing and Positioning Strategy for Desicrew:
    Objective 2: To build networks and workforce
    = Transforming Businesses X Enhancing Livelihood How: Tie ups with government, NGOs and
    foundations
    Objective 1: To position Desicrew as differentiated service provider Who to partner with: Smile Foundation, Bosch
    How: Increasing domestic presence and awareness among customers Foundation, NIIT Yuvajyoti, Ministry of Skill and
    Brand Image: Key segments and domain expert | customised and Development and local entrepreneurs
    integrated end to end solutions | Rationale: Leverage policy frameworks, existing
    Services Mix: Untapped service offerings like content moderation, training infrastructure and build network
    editing, transcriptions and strong emphasis on non-voice based services Why they would partner: Ready pool of rural
    Media Vehicle used: Business Journals (offline); Facebook activation talent workforce to outsource noncore processes
    and YouTube (Digital media) and CSR initiatives to create social benefit
    Communication: Past success stories of clients and workers; video How it will add value: Module based training,
    testimonials localisation and extensive skill building will drive
    Impact: Pro-bono solutions for partner NGOs, create community impact value for Desicrew as well as individuals.

    Action Plan and Timeline:


    Module
    Make shift Recruit Customer Feedback
    Resposition Partner based
    expansion workforce Acqusiition loop
    training
    Immediate Ongoing process ~ 3 Mth 3 level certifications Engagement/Monitor

    This is an ongoing process. Desicrew should target above stated expansion in next 6-8 months while continuously engaged
    in strengthening partnerships and growing scalable workforce to convince customers for not just cost optimisation but quality
    of service, long term engagement. Thereby this will help Desicrew, rural workforce and businesses to transform.
    Success Metrics:
    Low average handling time | Increasing net promoter score of client | Low attrition rate | Low cost of optimisation | Social impact

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