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Micro Niches

Prasad Ajinkya8 Comments

Wikipedia definition of Niche –

A niche market is the subset of the market on which a specific product is focusing on; Therefore the market niche defines the specific product features aimed at satisfying specific market needs, as well as the price range, production quality and the demographics that is intended to impact.

A micro niche is a much more focused and a smaller component. For example if you take people who listen to Techno music in the Indian market, thats a niche … people who listen to Tiesto only (and he is GOD :) ), then that’s a micro-niche.

I gave the music example specifically because I was talking to a good friend of mine about airing Techno. Niharika works for Red FM, and handles their marketing activities and although I am not a listener, I would have been one. Had they played Techno :-), then I would have been an ardent follower. Then it simply became an MBA-to-MBA talk, and the final answer came out as simply as this – I am not their target segment.

That’s why I have a Worldspaceradio at my home. Thats why I listen to the System channel. They cater to my needs, however small a business I represent.

I actually am willing to pay a premium for that service. What normally was free for Red FM or other channel users, I have to pay something like Rs. 3000 a year. But I get what I want at the end of the day. I think businesses should cater to more and more micro-niches, especially businesses which are planning to enter a red ocean. They need that small group of ardent followers. What say?

What does he do for a living?

Prasad Ajinkya14 Comments

Since the day I got into an engineering college, my mother has been proudly saying “Majha mulga computer engineer ahe!” . I used to get amused by her pride, and it still makes me smile that she is happy for me (love you Aai :-) ). As days went by and I graduated to become a software developer, the “Computer engineer ahe” line was still there. Even when I got admission into one of the better known b-schools in the country, Aai would still tag me with Computer engineer.

The point is that sometimes you feel stereo-typed with the tag. People still ask me to troubleshoot their Windows. I dont mind doing that, but to expect me to visit their place at Borivali just because something is wrong with their Internet Explorer?? Sometimes I think I need a tag which defines my work and competency space better than “Computer Engineer”.

When I started working in a start-up, explaining to my family what I do became slightly more difficult. I was in charge of handling and building the technology on an entire organization. A lot of work which required a considerable bandwidth of know-how across the tech domain – a CTO in a nutshell. Whenever someone would ask, prompt would come the reply “Majha mulga computer engineer ahe!” . I kind of prefer IIM grad, but I dont think many people know about them – with people I mean the old aunty types, who ask your mother (in a nasal twang) “Kaay karto tumcha mulga?” The ones that sometimes do know about then quip “Oohh! Ahemadabad hoy?”, mother then simply says “To computer engineer ahe!!”” . Then I would butt in to say – “I sell shirts” rather than the oft repeated computer engineer tag.

These days I am working in a knowledge lab. We work on designing knowledge interventions and designing models which can change communities to become more productive and human oriented. I hope I got it right in this one line. My specific job entails a mini-CTO who is in charge of taking care of all technology details. Now what?!? I think “Majha mulga computer engineer ahe!”  is there to stay :-)

Changing Communities through Vector Algebra

Prasad Ajinkya7 Comments

This is a follow-up post of my previous post on Perspectives and Co-ordinate geometry. Each individual’s perspectives form the different axes on which the individual perceives the world – and judges the world, so you have (happiness-sorrow axis, good-bad axis, moral-immoral axis, ethical-unethical axis, and so on). Each of these axes define who you are, your values, your beliefs, et al. If I were to map each of these axes against the society’s axes, then we can plot an individual on the society space (its an n-dimensional space, mind you).

Now, get this. The origin of the society (the norms dictated by the society) represented by (0,0,..,0) would be at a certain distance from your own origin say (1,2,1,-4,…,3). The vector (going outwards from the origin) which connects your origin to the society’s origin is your vector of existence. Every individual has his vector of existence. The people who are afraid of society and peer pressure have their origins closest to the society’s origins. Carefree people tend to be away from that origin. The more deviant you are to the society, the further you would be from the origin.

What makes a society? You, me and everybody. Thus, the society is a summation of these vector misalignments. And that my friend defines the origin of the society. Over a period of time, the origin naturally shifts – it shifts because many people change their origins (values, beliefs, etc), thus ensuring that the society also goes through that same shift (although much more gradually). A fact that would have been a taboo for the society would be a norm today. Take mini-skirts for instance or gay rights. Society changes its norms, because the collective changes their norms. The origin has shifted!!

Co-ordinate Geometry and Perspective

Prasad Ajinkya6 Comments

This is going to be a philosophical post, don’t say that I did not warn you at the beginning. But, I have came across an a-ha! for myself at work. This just does not apply simply to Good v/s Evil, but it can be applied to life itself.

Good and Evil are two sides of the same coin, that means, if I were to have an axis (similar to say X-axis), then Evil will be on the left hand side of the Y-axis and Good will be on the right hand side. Thus, Good and Evil are opposites. Now, my friend, what do you do to eliminate Evil? Think. Don’t move ahead and read the answer, please think. Think Co-ordinate Geometry.

You delete the origin (0,0), you take out the Y-axis. You take out the definition point at which Good starts being Evil. You take out that Evil-defining-perspective (Y-axis). I am defining each axes as a perspective on life, and thus, a way of defining (aka constraining) your perspective. Take out the Y-axis and now you have only a degree of Goodness left.

Now, ask yourself – what happens when you take away the X-axis? That translates into a change in your perspective. A shift which fundamentally changes the way you look at things, look at the world. How much more of the co-ordinate geometry concepts can I apply on this? Does this make sense to you? Would appreciate some feedback on this.

Idiocracy

Prasad Ajinkya5 Comments

idioThere have been sci-fi movies and there have been sci-fi movies; But none like this one. In any sci-fi movie, you expect the human civilization to be so ultra advanced and modern, that it is set to baffle the viewer of today. It’s always shone as a rosy picture that technology being at a zenith with everyone striving to do more. Well maybe I went overboard with the striving bit, but I am sure you get the picture, right?

Idiocracy is different in this regards, it paints the real picture and drives home a point, that if the world continues as it is currently, then this scenario might just come out to be true. Especially in the developed countries (I wonder why they call them developed countries?) – See the major nations for a change, all of them have skilled labor problems. People do not have an incentive to do more … to become what they could have aspired for. What countries like India now need to do is learn from this and ensure that our people do not make the same follies.

Don’t worry, if you do not wish to think over this so much, then just watch the movie and laugh it out. Worth a watch, better still if you can think.

Familiar Strangers

Prasad Ajinkya7 Comments

If you travel everyday in a Mumbai local, then you are bound to have certain trains (and their times) in your mind. For e.g – I take the 8.24 Churchgate Slow from Andheri in the morning, if I miss that, then there is the 8.45 Churchgate Slow and the 8.51 Churchgate Slow, etc.

Most of the people think in these terms, so its obvious that you keep on seeing the same people everyday in your trains. Its their train as well. The mousy faced fellow, the guy who keeps on playing on his Nokia N-series, the guy who carries the Milton dabba. You see them, you have placed them and even named them … but what you don’t do, is befriend them. Maybe over a period of time, the ice breaks and you become good friends, but that takes many a train journey. The strangest thing is – that when you see the same person anywhere out of this morning train context, you still recognize him … and you see that spark on recognition in their eyes as well. But, you don’t talk. Strange aint it?

Uncertainty

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I had gone to a friend’s place today to see his new born baby. Babblo* has a cute little daughter – I hope she doesnt take her looks from her dad!

So we got talking as friends do when they meet after a long time. Our favorite “R” word did come up. and so did the job switch. I see so many people who do not love their jobs, that I wonder has anybody written a paper on this? (let’s figure that out later)

This guy works for one of the big 4 consultancies, has been working with that firm for the past 4 years now. A job that any Systems MBA would kill for … yes, present company included :-) But I know the hours are long and the gyaan is hot. It requires the sheer dedication that dissolves my resolve to get into a post like that. Again, this is not the point, moving on …

Babblo’s reason for wanting to switch is that he does not see himself becoming one of the head honchoes and top guys in the next 5-6 years. He see himself reach the middle echelons of the organization, but still sees miles to go before he sleeps. Hence, the idea of moving out and getting into a different vertical altogether. A new stint even a startup. Have you imagined a guy who eats, sleeps, breathes ITIL trying to get things done in a startup? A comic strip on these lines can rival Dilbert :-D. Moot point being that Babblo (of course its not the true name!!) is actually turned off by the certainty of the job.

I cant identify with this funda. I for one would love some certainty on knowing what I will be doing 5-6 years down the line. Its easy to bluff, but do I really KNOW what I will be doing … hmmmmm … web surely, technology definitely, startup – could be, big hulking monolithic organization – sure why not, just pay me well!! I don’t know which is better – the certainty or the uncertainty!