At a rudimentary level, we as consumers would prefer to do all the research possible before trying out a new product or service or even a new medium (virtual versus brick and mortar) to help us in a purchase decision. And with the internet single-handedly democratizing content consumption, it presents a new challenge to marketers today who are constantly on the lookout for subliminal ways to ‘influence’ their target groups. The story does not end here.
Content needs to be interesting, topical and should be constantly engaging customers, prospects and fence-sitters to ultimately lead to a purchase decision. And this need has given rise to a breed of new-age, tech startups.
Typically, these startups help in providing tangible and specific solutions (like content creation, content strategy, photoshoots, etc.) to enterprises looking for digital solutions to their enterprise problems. Mostly run by young entrepreneurs, these startups face the well-known challenges of funding and scaling up.
At 8finity Global, we are actively on the lookout for such startups (both in India and US) run by young entrepreneurs which have the ability to provide technology-driven digital media solutions to enterprises. Some of the social media businesses where we have invested includes social media aggregators, content creators, and marketing firms. While investor mentality in most cases is driven by economic viability, return on investment, exit strategy, etc., we go a step beyond and provide an incubation set-up or ready platform to our investee firms. We provide them with the necessary resources to execute their venture. For us, what makes a startup stand out is not only its economic viability and core business idea, but also its ability to empower its customers and the people backing the venture.
Hardik Zaveri is Founder and director, 8finity Global
Reverse Pitch is like a normal investors pitch, but with the roles reversed. That means the startup doesn’t present its business to investors, but investors and companies pitch their business concept, challenges and the like to startups.
