ABSTRACT

YES BANK
TRANSFORMA
TION SERIES
2016

Document of Future Roadmap of Yes Bank

T hub partnership deal.

The Undisputeds

As part of crack team one of the major important decision is to whether tofocus on
giving precedence to Advisory Council or process of identifying correct startup
should take place. Process of identifying correct startup should take place as they
are main inputs to the process. If our input is correct over the time output will also
be correct. So process of identifying startup should take an immediate precedence
over Advisory council. Moreover we have experienced team of Jayesh Ranjan, B.V.R.
Mohan Reddy,Ritesh Pai and many more. So till we have complete process of
identifying correct startup in place, they can help in business decisions as advisor.
Mission of this program should be:

Find smartest team

Give them all resources
Monitor the output periodically

Main issue company will face will be how they will identify correct startups. Startups
can be divided into 4 categories. (Exhibit 1)

Concept
Prototype
Initial user attraction
Growth.

So initially concept stage startup should be promoted internally. Yes bank

employees can be given opportunity to take advantage of this and come up with
ideas which can change the finance industries. Reason behind this is concept stage
startup are too risky to invest in. So if employees come up with amazing idea
related to business difficulties it can create wonders. It will also increase employee
engagement and boost overall employee morale.
Prototype can be kept open, but 2 things to be focused on. It should require less
capital, and market opportunity for the product should be huge. One should also
focus on how passionate team is about their idea. More attention to be given to the
execution of prototype to product process.
Initial User attraction & Growth entrepreneurs can be given right resources and can
help them grow.
Strategic guidance by esteemed mentors, access to business support partners, legal
support, marketing support, technical guidance, IP team, making it perfect to go
product, access to larger market.(Exhibit 2) Continuous monitoring of
process.There won't be any fees/charges for getting above services for initial 2
years. No equity nothing. Later rights on profit upto 10% for 5 years. Moreover they
will be trained to be able to make successful pitch in front of investors.
Business ready startup could be utilized in number of ways. Firstly industry contacts
of Yes and other stakeholders will help to expand the revenue base of such startups.
They can acquire such companies if they see potential in Team & product. CSR
activity of Yes bank by investing such business ready startups. Processes of Yes

bank can be improved from such products.

Mentors from this industry can include Nandan Nilkeani, Kunal Shah, Naveen Tewari,
Adhil Shetty, Yashish Dahiya, Ramdeo Agarwal, Nirmal Jain, Vijay Shekhar, Ritesh Pai
etc can be some of the esteemed members who can mentor new budding
entrepreneurs. They are experienced in their domain and can provide immense
guidance for new people to start.
Strategy for the April 2017 March 2018 (Exihibit 3)
Firstly team should be set up for finding promising startups in FinTech area.
As we saw the number of Startups have increasing and in same proportion failing
rate has also increased. So one dedicated team which will search for most suitable
startups should be set up. We can see that most of Google successes were from the
investments they made by searching. In Google Ventures didnt enjoy equivalent
success. Also we know that if we miss this bus then it would be difficult to pounce
back again.
Secondly internal competition in Yes Bank should be floated for coming up with
ideas to improve operation. This will help in optimizing resources and increasing
employee engagement. Same case or problem should be floated among premiere BSchools and tech colleges, to find out some innovative aspects of problem.
Reason we are not in favor of having entrepreneurs applying themselves is, it would
be costly to market about our product. Moreover quality of applications are also
very low in such process. So inorder to save time we can appoint a team which can
help us in identifying next successful unicorn. Time and money saved can be used in
identifying correct startup.
After finding right startups, give them all possible resources needed for them to be
successful.
For 2017-2018, we expect to induct atleast 5 startups from internal competitions
and 10 Fintech startups with atleast prototype ready.
They will be incubated, accelerated to various accelerators, in tie up with T hub,
then a common competition be developed where they can pitch to investors.
With so much advancements in FinTech industry there would be more than couple of
products which can help Yes Bank in their daily operations. Moreover search team
can consist one member from Yes bank, so that equal portfolio can be divided. Yes
Bank can be benefitted a lot by having invested in such startups at very early stage.
Moreover many processes and products can be developed which can help Yes bank
in very long term. They can also contribute to CSR by Financial Literacy to grass root
level. But data generated from that will be monetized like anything. As we see that
in todays world, it is only about number 1. Market proportion that number 1 has is
not at all comparable to number 2. It can be 10-15 times greater than number 2.
One who has huge customer wins the market. It is about Winner Takes All. So
identifying startup and investing to gain more customers should be focus of Yes

Bank.
They can very well do this by partnership. And can be number one in terms of
disruption in financial industry.

Exihibit 1:

Exihibit 2:

Exihibit 3:

Marketing Strategy:
Marketing is so basic that it cannot be considered a separate function. It is the
whole business seen from the point of its final result, that is, from the customers point of
view.Peter Drucker
For creating a marketing strategy for T-Hub it is important to note that our target
audience is not just one but five:
Tech entrepreneurs
Angel Investors
Venture Capitalists
Incubators
Accelerators
In order to develop a marketing strategy we must first understand basic difference
between marketing and selling.
Theodore Levitt, the well respected Harvard professor in his classic paper
Marketing Myopia published in 1960 clearly differentiates marketing and selling by
stating that selling focuses on the needs of the seller whereas marketing focuses on the
needs of the buyer.
Selling is getting rid of what you have got and Marketing is getting what you can
get rid of
This is worth remembering because it epitomizes the dual role that T-hub must play
in first understanding what buyers, i.e. clients, governments or donors, want and need
and then developing the offerings by T-hub to meet them (getting what you can get rid of).

Marketing has both a strategic and a tactical element. From a strategic perspective
it focuses on identifying which markets or market segments offer the best opportunity
which of those to target and then how to best position the company and its offerings in
that target market. The tactical ,or management component, sets out the ways in which
the strategic objectives can be reached.
Strategic Marketing:
The 3 Cs of strategic marketing are:
(1)Company
(2)Competitors
(3)Customers
Marketing management takes the strategic marketing elements and constructs a
mix of marketing actions that will result in the meeting of set objectives.
Following elements form the marketing mix:
(1)Product
(2)Price
(3)Place
(4)Promotion:
(a)Marketing public relations
A very useful acronym that describes what marketing public relations focuses on, is
PENCIL5 :
P= publications
E= events
N= news
C=community involvement
I= identity media such as letterheads, logos etc
L= lobbying activity
(b) Advertising