“What does it take to deliver a huge SaaS company from India?”
“A perfect DIY (Do It Yourself) product, where the discovery and fulfilment of the product is all online. The moment it is human aided, it becomes difficult, you might be able to sell to a few but you won’t be able to scale.” says Avlesh Singh, co-founder of WebEngage, an onsite customer engagement suite which enables ecommerce companies personalized engagement with their users across mobile, web, and email.
But on diving deeper with Avlesh, it became clear that it there’s a lot more behind that seemingly simple statement. It requires a lot of gumption, a vision that will serve as the north star for the entire company, a killer instinct, a fanatic drive to go after the pain points of your customers, the ability to shift one’s perspectives many a times in the pursuit of that goal, the persistence to continuously be at your product to refine it to the hilt, the ability to change at breakneck speeds, and mostly a supreme faith in the efficacy of what you have created!
Last October, when WebEngage celebrated its four year anniversary, it quietly rolled out AppEngage, a mobile marketing automation suite which would go beyond the usual event tracking and push notification products. The idea was to build enriched profiles for anonymous users and customers using a client’s app, track behaviour and interests to build user profiles and target them effectively.
And four months later, on 31st December, WebEngage announced that it’s morphing into a multi-channel user engagement platform; or as Avlesh puts it, “From that nice cute tool which shows pop ups on the side of your website, WebEngage will now become a DIY marketing automation solution which allows you to engage across multiple channels and maintain a very rich profile of users so that you can target them effectively.”
From that nice cute tool which shows pop ups on the side of your website, WebEngage will now become a complete DIY marketing automation solution!
WebEngage has been working industriously since the last six-seven months to build this complete DIY platform. It had to go backwards, question itself on AppEngage, and get challenged on many tech assumptions before it could roll out its new avatar. The company which literally was the first one to engage that anonymous user on a customer’s website has come a long way from being an on-site customer engagement and feedback service. And it certainly has a long way to go as it brings in this new transformation, behind which is a journey that it has traversed. Delivering a huge SaaS company from India is a tale with many unique twists and realizations.