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Top 5 things you should do after launching a site

May 18, 2013May 6, 2018 Prasad Ajinkya6 Comments

So after toiling on that idea for more than 4 to 5 months, you have finally launched your site … the journey till here was literally blood and tears. Having to either grapple with the content management system (CMS) or even worse, having to convince the developers working on your site that the site needs to be exactly as the way you want it to be and not what they want it to be. You have managed to stick to the deadline that you set for yourself and finally the site is live!

You feel like celebrating … and you should. Fireworks in the sky, Champagne flowing … you have did it. It feels good to have reached here, doesn’t it?

Reality bites

Now time for a reality check.

Your site’s journey has just started, and its completion is not the end, but just the start. You still need traffic to generate revenues, you need growth in that traffic and you need people to talk about your site. Without traffic and sustainable growth in that traffic, your site is simply going to be a liability. If you are betting your website to do your sales, then have I got a thing (or two) to say to you!

A website once built, can only generate huge traffic if you are relying on the secret sauce. That ingredient which will ensure that thousands and thousands of potential customers come flocking to your website looking to buy your product/service.

The Secret Sauce

To generate traffic, you need to be organized. You need to try out different things to see what works, and then do more of that.

Yes. It’s that simple. You need to experiment and see what works for you. This is more work than you actually thought, but trust me … if you like the reason why you started the site, you will love promoting your site! You would love it even more when people reach out to you and seek your help.

If you can Measure, you can Scale

The more help you offer to the good folks who visit your website, the more popular would be. Since people actually start feeling your website useful. It’s a matter of finding out where these people come from and trying to see if you can get more people to visit your site from there. This is easier said than done … and that’s why you need to follow these tips and get to point where you can start doing these experiments.

So buckle up Dorothy, coz Texas is going bye, bye!

To correctly measure the traffic on your websites, you need to have a couple of things setup.

1. Google Analytics (GA)

I would suggest GA because of the ease with which you can generate insightful reports and also the enterprise class features you get to use for free. There are other alternatives to GA such as Clicky, Omniture and even Alexa for that matter. However, trust me and go with Google! We will save Alexa hacking for later.

2. Google Webmaster Tools (GWT)

Using GWT and GA in tandem would be the backbone of your Search Engine Optimization (SEO) operations. I have put up a Starter’s guide for SEO which you definitely need to go through. In case if Bing (Bing Is Not Google) search engine is relatively well known in your country (it’s at 16% market share as we speak in the United States), then go ahead and register on Bing Webmaster Tools (BWT) as well.

3. Start re-writing your content

I know. You have just completed this task two days back. Life is unfair, I should have told you about this before you finished the site! But in reality, be prepared to keep fine tuning the content on your website on a regular basis. I keep doing this for my top content since the post might be old, but the traffic that comes to those posts is brand new!! Do not be afraid or lazy to re-visit the content on your site. It’s a given that you will revisit it. Embracing this helps you quickly write content better for your users and also for your search engines. Here’s a starters guide to writing for search engines using Schemas.

4. You are your website

Remember, at the start. People do not know of your website. Do not expect too many visitors from the word go. In fact you probably will have to ask your friends to visit your website. So start sharing your website link with people … share it with people whom you think will benefit from the advise you are giving on the website. Share it on your social networks asking your friends to visit the site and give you reviews.

You have to pimp out that site and in style! Use your personal equity and get the traffic rolling in … if the site is good, then soon your friends and contacts will start sharing your site without being asked to! The traffic to your site will slowly grow … but at the start, you are your website. It’s a part of you and you have to ask people to come and visit your digital presence … your website. Do not shy away from this. You would be losing out on a very good initial source of traffic if you are shying away from sharing your site on your own social networks.

Are you yourself not convinced about the content you are dishing out on the site? No? Then start sharing those URLs. Have a few social sharing widgets on your site and ask your good friends to share as well!

5. Prepare for the journey ahead

I have already said this before, but I am going to iterate this again and again until this really sinks in.

Driving traffic to your website is a continuous activity.

This does not mean that you need to stop everything else and only keep doing these things. But, this means that you need to allocate some time in your busy week for Measurements and Experiments. You need to play with your website, and see what different things you can do on your site.

If that means learning HTML or hiring a smart guy to do this work, then so be it. It will pay off in the longer run. Also, do note that if you shy away from this activity and rely on someone else to do this for you, then you are pretty much relying on that person for your traffic and the traffic will dwindle the minute he/she goes away.

So pull up your socks, and get ready for a wonderful journey of web analysis, traffic generation and customer engagement! You are going to love it!!

An interesting perspective to Technology

April 25, 2013May 6, 2018 Prasad Ajinkya2 Comments

I have been working for the past decade or so, and almost always in the Technology department, in fact, I have headed this department in at least 3 different companies yet. In all these organizations, I hand picked and built the entire team from scratch, was involved in mentoring and training them as well. Yes, I am a technology geek and I am loving it!

Being a geek means having strong opinions about those things … when it comes to technology, yes I like to have a perspective about it from different view points. Notice the difference between opinion and perspective … the earlier has to do something with ego and may not be an open framework of mind to work with, the later is a bit more open and helps you broaden your views. This is one such post … my view about technology has been broadened … when I came to read Srinivas V.’s blog about Technology: A Citizenship Perspective. It’s an interesting perspective to technology, here’s an excerpt –

Technology enables us at three levels.

At the first, surface level, technology is a tool, a convenience, a method of doing things faster, with less effort, more accurately, etc. Using technology as a tool, we can achieve tremendous savings in terms of human effort and removal of drudgery.

At the second, deeper level, technology transforms into an enabler of scale and multiplied capacity to serve. Using technology as a scale enabler we can provide access to millions, provide anywhere-anytime support, etc.

At the third, deepest level, technology becomes an engine for human and social transformation. Technology then transforms man’s possibilities, man’s power to contribute, man’s ability to significantly change the equation between him and traditional systems of delivery and control.

Ahh … it can be a mindful to go through the entire bit, the original post is even lengthier (and I would advise that you read through it atleast a couple of times before you decide to comment!).

So, we all know that an ipod is essentially an mp3 player. It helps us to listen to music that we want to listen to. This would be technology as a tool. If we get stuck here, then we would end up harping about processes, methodologies and functionality.

If we go to the next level, then this same functionality which was being done for 1-2 people now needs to be done for a 1000. It should scale. If we are at this problem … then you are handling scalability. We would end up talking about uptime, users, requests per unit time and so forth. This is a numbers game, how many more can I handle – that’s the question that you would end up asking your system.

The third level that’s being discussed changes the way we normally do things. Apple changed the way we listen to music, Google changed the way we use email, Facebook is pretty much dictating what we do online in our idle time. Technology that changes you.

To be honest, my initial response was to disagree with this, however think about it. When people work on a technology … the approach they are taking decides which level the technology will go to. If they build it to work, it will be a tool. If they build it to scale, it will be a scalable tool. If they build it to change lives, it will be a transformative tool. Most of the awesome products that we know, were created with the change in mind. Not functionality, not scalability … but change. And change they did.

India’s first passenger train journey

April 16, 2013May 6, 2018 Prasad AjinkyaLeave a comment

On 16th April 1853, India’s first passenger train journey began. It started from Bori Bunder in Mumbai, all the way up to Thane. This was a distance of 32 km, wherein 3 coaches were hauled by the engine. Thus started rail transport in India.

India's first passenger train journey

This piece of history came to my notice not because of the local channels, but due to it being covered prominently by international websites such as Google (see their Doodle above) and the detailed article on Wikipedia.

What started off as India’s first passenger train journey, is now a multi-crore business and one of the few profitable industries run by the Government of India. Some of this credit needs to be given to Laloo of course, however what works for the railways is the availability of transport, the cost and it’s efficiency.

I recently traveled from Mumbai to Baroda in the Rajdhani express, and although the quality of food being served has declined over the past decade, the service and efficiency of things have gone up. The entire journey is orchestrated with your travel and you can even predict which course will be served to you with the station that is approaching. So all in all, I would say we have gone quite far since India’s first passenger train journey.

Kudos to the Indian Railways!

Are we that difficult?

April 2, 2013January 3, 2017 Prasad AjinkyaLeave a comment

This is a rhetoric question.

In the month of December, it was decided by us that the rate at which we are able to generate leads by SEM are not enough and we need to outsource this function. Obviously, my SEM team was a bit disheartened, however the demands of the business have to be met and I consider it that if someone can do a better job than me, then its better to learn from that instead of sit behind and sulk.

Come January, we initiated talks with different firms and decided on one very well known firm who is known to have automated campaign management and ergo large scale capabilities (this is the one point in our campaign management where we were facing problems). The entire month of January was sadly wasted in the sales person of the agency we contacted being in travel and not closing this deal. Finally, in the month of February we agreed upon a contract and we signed on the dotted line.

The eagerness to help our marketing campaign then suddenly seemed to vanish! Post that day, I haven’t even heard from the sales chap who followed up with us (or rather whom we followed up with!!). We were introduced to a technical wiz who would take care of all our campaigns. We waited for more than 20 days for him to completely take over our campaigns … but the only change done till that point of time was simply changing the landing page URLs so that they can track the campaign performances (our campaigns that my team had done) through their system.

When you are in the middle of a peak season, you want business and not inaction. We demanded faster turn around times and a strict schedule. We would follow-up with their team and get them to deliver on time. Over a period of time we realized that most of the work is still being done by us. At this point I could not stand it any longer … this firm apparently is the market leader … they have a team as large as us working solely on Adwords … I have 2 people (that’s including myself!).

Inspite of this, if this organization cannot deliver a better performance in campaigns … then it makes sense to tell them to take a hike … or even better, me to start a new organization!

What followed was a heartfelt email (though a bit harsh) to the co-founders of the organization (who were by this time involved in this account). One of the co-founders emailed back saying that we are being too demanding on this team and its dragging their team morale down.

At this point, it struck me … are we that difficult to work with? Or is the industry not able to deliver and working on castles in the air?

RIP Google Reader

March 20, 2013June 2, 2013 Prasad AjinkyaLeave a comment

Google is one organization which I will always respect. The amount of products and web apps that it has released over the years is awesome … it’s not that other companies are not releasing as many products (if not more!). What gets to me is that the sheer number of products that Google releases which I FIND USEFUL.

I agree that as an early adopter I am one of the first to sign-up for betas and also lucky enough to get sneak peeks at a few private betas. However, in any given day the amount of time I spend using Google products is as high as 5 hours (and I am not even including Gmail! Else it could be twice as much).

One such product which I use was Google Reader. Now if you have been around the Google EcoSystem, you would know that Google has decided to pull the plug on Google Reader. Having used Google Reader for the past 8 years, this has come as a shock for me … I have read, shared and liked literally thousands of articles on this great feed aggregator. I realize that over the months, the usage was dipping down .. especially after the integration of Google Plus!

Here’s my small note to a dear friend –

Dear Google Reader,

We had some good times didn’t we? All the starring … and the liking … and the sharing … and even sending a few emails. I always considered you a social network of well informed readers and intellectuals. A social network which was not about looking at photos, but about reading good content.

The great thing was that I could find out which content my friends are recommending and filter all the crappy content out and read the good stuff. You made that happen … and for that I thank you.

All good things have come to an end I guess … and tis with a heavy heart that I am abiding you farewell. I am considering Feedly as your alternative … but Feedly will not replace you. It will simply function as a feed reader which I sorely need.

I will miss you. Rest in Peace.

OLX is not only Badi Badi Baatein

November 5, 2012May 6, 2018 Prasad AjinkyaLeave a comment

If you have missed out on the Badi Badi Baatein ad which has been running on the television for quite some time now, do check it out. I am embedding the ad below as well (I love the melody and the jingle … not to mention that sometimes I do identify with the procrastination tendencies as well!!)

OLX is the india classifieds of the internet. Where people go to the site for searching good deals, selling their stuff or even offering professional services.

Online Marketplace

The market for local online market places is heating up. The once free model of Craig’s List has suddenly seemed more viable and profitable by a lot of Indian players. However, do not worry, the local marketplace model is not only Badi Badi Baatein … there is huge money in this business.

How does this free model turn profitable?

Well, lead harvesting for one. Providing correct information to the people seeking it for another. Essentially creating a marketplace where otherwise there was only ignorance.

Where else would I go for finding a second hand slightly used Samsung Galaxy SIII for INR 20000?

As I said before there are multiple players in this game … but I feel of the lot, OLX is different.

OLX stands out

With a clean User Interface (UI), simpler forms and very easy user experience, I have found that OLX is the easiest to operate. Yes, I do use the site for promoting my companies offerings in the different targeted cities.

The good part about the OLX site is that when my ad goes beyond the listing due to inactivity, I get reminded via an email … clicking on the email automatically logs me in and lets me edit my listing. This way, I can fine tune my listing and hope to generate more business.

Success is not only defined on how well the website looks … if you have gone through any of the different and varied category/city listings on OLX, you will suddenly see a plethora of different listings … people wanting to purchase something or the other, people offering services … the perfect online souk.

Going ahead

In any market, there initially is a lot of people who are shouting and vending their wares … over a period of time as the market matures, the successful businesses buy out the lesser successful ones and the market quietens down. And from there a clear leader emerges. I won’t be too surprised if OLX is among those leaders of online local marketplaces in the future.

The fact that they have received their Series A funding simply goes to point out that people are willing to put their money where their mouth is and that this business is a profitable one.

Entrepreneurs in 2012

October 25, 2012May 6, 2018 Prasad AjinkyaLeave a comment

With the year 2012 coming to an end, I have been thinking for quite some time about entrepreneurship now. In fact, currently I am thinking about bootstrapping my own setup with a friend. Having said that, it is interesting to note how entrepreneurship has changed its face in the society.

There used to be a time when having a government job would automatically include you in the elite of the society. Every family would aspire to raise their son to have a government job. To know that you are going to be having your own business would mean years of hardship and minimal chances of making it big ahead.

However, as the License Raj has come to an end and the government has slowly liberalized over the past decades, entrepreneurship has changed over a new leaf. It has started becoming synonymous with capitalism and everyone who goes to the IITs or IIMs dreams of starting their own firm and making it big one day. I share that dream – a dream which I hope to make real some day.

The infographic below shows how entrepreneurship was in the year 2012. Almost half of the entrepreneurs who had managed to survive and scale into becoming SMEs are optimistic about the year ahead. Yes, 2013 is going to be a good year.

But being optimistic does not mean taking inadvertent risks. It means being prepared … being prepared for the good, and being prepared for the bad as well. Yes, it means insuring against the bad, and thinking along the lines of business insurance.

The thing about start-ups is that many firms do not realize the sheer amount of business risks they face day-in day-out. All these risks are called as operational risks. The risk we face in day to day operations. It could be a simple thing such as forgetting to file the taxes, or neglecting to buy the software license of some critical software that you require. In India, start-ups do tend to cut corners … not to make the quick buck, but to avoid the load of paperwork that comes with it. I am sure that would be the case in other countries as well.

Take a look at this infographic I found through Hiscox Business Insurance. It was here that I learnt about the myriad of business risks. Now the question is, why entrepreneurship is the road to success? Well, take a look at the top internet billionaires list. Almost all of them have touched their first million in the past to years, and their first billion in the past 5. That clearly displays the power of a good idea can launch a start-up to stardom.

These things cannot happen without proper preparations. Take a look at the top 4 billionaires on that list, 3 of them work for Google, one is the CEO (the man with the plan), the two others are the founders. A good idea will attract funds, yes … but a good idea requires excellent execution skills and proper risk mitigation tactics to avert calamities. So entrepreneurs, dream big and prepare for the worst!!