YES BANK/T-Hub Vision

MISSION
To stimulate the growth of technology-based start-up companies and to increase
the number of successful companies originating and developing in this field. Help
emerging companies gain access to mentors, training, shared space, professional
assistance, capital, and other services that will move them onto the fast track to
success. By fulfilling our mission, we contribute to job creation and enhanced
economic health of India.

Process for identifying the startups to be inducted in the startup:

Selection Criteria
Applications should be selected based on the following six criteria:
Problem - Solution
Sustainability
Innovation
Market Impact
Talent/skillset
Execution
The ventures should be evaluated based on their conformance with the following
question satisfying under the six criteria.
CRITERIA

Problem Solution
Sustainabilit
y

Innovation

Market
Impact
Talent/skillse
t
Execution

YE
S
Does the venture identify a real-time and pressing
problem?
Is the proposal a viable solution?
Effective and narrow definition of a pain point
Outline of a solution that addresses the pain point
Is the venture selling a core product or service that
achieves impact and sustains on a long run?
Is solution of the problem different from current
solutions?
Is the proposed innovation feasible?
Is the proposed innovation necessary at the current
time frame?
Does the innovation disrupt the current market
status, impacting the 21st century challenges?
Impact of the core product or service scalable to
spread this impact?
Diverse skillset
Past experience in the venturing field
Deep market research and knowledge on the
business
Big vision with careful attention to details
Highly motivated founder(s)

N
O

- Market Research
- Marketing strategies such
as STP, Pricing etc.
- Assistance on pilot launch
to a subset of target
customers

Marketing
- Workspace & facilities
- Unlimited access to
resources
-Training programs &
seminars
- Presentation and pitch

Business Basics

- Access to potential VCs

- Help on accounting and
financial management
- Budgeting assistance

Finance
- Mentorship from incubator
panel on business strategy
- Assistance on Regulatory and
Legal aspects
- Intellectual Property
management
- Overall monitoring of progress
to assess further requirements

Advisory

Support to be provided to theses start-ups in the incubator & accelerator

Pitch your
passion

Create a panel of mentors from diverse industries to make the

selection
Organise an event that provides a platform for the 100
nominated start-ups to pitch their venture within 5 minutes
Q&A session with the panelists to further assess the proposals

Final
Selection

Based on the application and pitch - the panelists are to

evaluate and pick the most viable and innovative business
proposals
Pick the top 8-10 start-ups to incubate as India currently has a
success rate of 1 out of 10 start-ups at an average

Conduct an initial screening of each applicant to ensure the

application is complete, verify credentials and validate with
references
Evaluate the venture based on the 6 parameters decided

Applicatio
n Review

Marketing Strategy
Inline with the mission, a goal has to be set for the period April 2017 March
2018, creating strategies to succeed in achieving that goal, and identifying the
top three to five tactics to be employed to implement those strategies.
1. GOALthe the period April 2017 March
What needs to be accomplished during
2018
2. STRATEGY

How to achieve the formulated goal

3. TACTICS

Three to five things needed to be done to implement each strategy

4. TO DOs

The steps to be taken to implement each tactic

5. TIMELINE

An outline of how long it will take to complete the series of steps

Next step will be setting the annual marketing budget. This is often determined
as a percentage of total annual revenues, ranging anywhere from 1% to 10%. In
case of a startup, it is necessary to limit current revenues add customers, thus
allocating more funds initially to bring in more business is the smart move i.e.
allocating 10%.
Once marketing budget is ready, you have to allocate it by month or by season
and by marketing medium. The considerable marketing mediums are:
Newspapers
Consumer magazines
Television
Direct mail
Social media
Major campaigns require more resources and time to get things done than the
typical marketing actions, so it's important to plot the major campaigns first. A
calendar that includes headings for the month, the campaign, the expected cost,
the actual cost, the resources needed, the expected results and the actual
results should be prepared.
The detailed marketing strategy and with a defined budget is as follows:

Medium
Website
e-mail list
Facebook
Twitter
LinkedIn

e-mail
outreach

Newspape
r
Consumer
magazines
Television
Facebook

Twitter

LinkedIn

Strategy

Desired Outcome
OWNED
Social media promotion
Promote brand
and brand establishment
Monthly newsletters
Drives interest and
traffic
Daily posts
New customers /
followers / subscribers
Daily tweets
New customers /
followers / subscribers
Daily updates
New customers /
followers / subscribers
EARNED
Identifying and
Social outreach
contacting friends and
social influencers who
may be spreading the
news about the business
PAID
Daily, weekly and
Brand promotion, new
monthly ADs
customer enquires
Partner with relevant
Brand promotion, new
media
customer enquires
Partner with relevant
Brand promotion, new
media
customer enquires
Facebooks target ADs
Social outreach, brand
and sponsored posts
promotion, new signups
Twitters target ADs and
Social outreach, brand
sponsored posts
promotion, new signups
LinkedIns target ADs and Social outreach,
sponsored posts
promotion, new signups

Proposed mentors for the Advisory Council of the CoE

PART TIME
Ms. Indra K. Nooyi
Pepsi Co
Board Chairman and CEO
Mr. Narayana Murthy
Infosys Ltd.
Executive Chairman and Additional Director
Mr. Roger Nelson
Former Chairman
Ernst & Young Consulting

Budget

Mr. A. Vellayan
Executive Chairman
Murugappa Corporate Board
FULL TIME
Dr. Nirmal Gupta
Indian School of Business
Marketing Educator
Dr. Baldev Raj
Indira Gandhi Centre for Atomic Research, Department of Atomic
Energy, Government of India
Distinguished Scientist and Former Director
William Eggers
Deloitte
Research Director, Public Sector Industry
Mr. Mohan Nair
The Regence Group, USA
Chief Innovation Officer
Mr. P. Murari
Former Secretary to President of India
Adviser to President of FICCI
Mr. Ashok Vasudevan
Preferred Brands
Managing Director