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Amitava Chattopadhyay


Amitava Chattopadhyay
Amitava Chattopadhyay


Hello. Welcome to my musings about the world of branding, marketing and innovation. Apart from my research and publications in the field—case studies, journals, and articles / interviews in popular media—you will find here my opinionated commentary on related themes from around the world, especially about brands from emerging markets trying to make it in the big bad world of multinational competition.

In the Media

Coverage at Entrepreneur India

  Dec 28, 2017

If You Want to Get Funded on Kickstarter, Research Says to Avoid These Tactics

On the surface, the growth of crowdfunding has been phenomenal. Since its inception in 2009, projects listed on Kickstarter have raised $3.3 billion. Over 133,000 projects have become successfully funded. This has led many to claim that crowdfunding can democratize product innovation and access to capital by allowing small entrepreneurs, who lack access to resources, to find funding and markets.

The World Bank is upbeat. It estimates the crowdfunding market will reach $90 billion annually by 2025. That's roughly 1.8 times the size of the global venture capital industry today.
But, similar to the age-old adage that most startups fail, most Kickstarter projects also fail to get fully funded. Because Kickstarter is "all or nothing," projects need to meet their funding goal before pledges are unlocked to the project founder. But, only about 36 percent of projects make it. In many cases, those that don't make it across the line do raise some interest, but not enough to become projects. This is not too different from what happens in the venture capital world. According to research by CB Insights, just over 70 percent of startups stall at some point in the VC process and fail to exit or raise follow-on funding.

Kickstarter is often seen as a haven for innovators as it allows them to circumvent hard-nosed bankers, VCs and risk-averse traditional lenders. But, it looks like the crowd could be as skeptical as the average venture capital firm.




Recent Coverage

 

Navel Gazing rather than Customer Gazing!

From time to time, for reasons of practicality, I end up flying an airline other than Singapore Airlines. Generally, as on this occasion, I wish I had been traveling by SQ.  Here’s the story.

I arrived at Heathrow and made my way to the Emirates counter in terminal 3, to check in just a little while ago.  Upon arrival, I discovered that there were two earlier flights and there were seats to boot on both of them.  Since I had arrived early, and would have preferred a longer transit time in Dubai compared to the 75 minutes that I had, I decided to see if I could be put on an earlier flight.

The check-in agent said that I needed to go to the ticketing counter to make the change.  So I schlepped my duffel bag over to the ticketing counter and waited patiently for my turn in the queue.  When I got to the ticketing agent he informed me that although I was flying business, and although there were empty seats on both the earlier flights, he couldn’t change my ticket without an extra charge! That was the rule!

This makes no sense to me.  It would have earned Emirates a lot of goodwill to accommodate me, using a perishable empty seat at zero marginal cost. Had they done so, perhaps I would have flown again on Emirates, but alas there are rules.

I then asked the ticketing agent why the agent who was checking me in couldn’t have told me the rule and saved me the hassle of schlepping  my duffel bag and standing in queues.  That would have been a little less annoying.  The answer staggered me.  The check in agent has no way of accessing the ticketing information.  The check-in system and ticketing system are siloed!

On the cusp of the second half of 2018, why would an airline that wishes to offer customer service have such a siloed approach!  I can’t think of a good reason.  The agent also couldn’t, and admitted that integrating them would make his life, and that of his colleagues, easier.  Maybe this absurd situation is due to navel gazing rather than customer gazing! Can you think of another reason?

  Jun 30, 2018 | Musings



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