The document discusses strategies for accessing markets in India. It notes that while tier 1 markets receive most attention, tier 4 markets are actually just as large. It also notes that success requires targeting specific market clusters and segments, with different economics and team structures needed for different tiers. The document advocates developing customer insights, building a robust business organization, and balancing stakeholder interests in order to align strategies and have the best chance of winning in the market.

1. Access to Markets –
Strategy - Myth & Reality
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M Sundarraj, Founder Director-Collabrant Incubators Pvt Ltd

2. ACCESS
Ideation is easier than execution
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3. First..
Lets
unravel
the
market
maze,
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known
as India

4. What everyone is talking nowadays..
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5. What is not fashionable
to talk about is ..
that India co-exists with Bharat
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6. This is quite obvious- the Big(?) Markets
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7. What is not obvious..
Tier 4 is as big as Tier 1
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8. The Future ?
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9. • Fewer Customers
• Higher price points
• Shorter supply chain
• Great visibility
• High quality sales effort
• Higher Competition
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Making Economics Work in Tier 1 & 2

10. Making Economics Work in Tier 3 & 4
• Several Customers
• Lower Volume /customer,
but higher throughput
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• Longer supply chain
• Poor Visibility
• Relationship based selling

11. Target Market?
• Which India???
• Which Clusters/ Segments??
• What sequence of Roll-Out?
• What economics?
• What team structure?
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Several mini-markets, not one large
enough to keep MARKETERS happy?

12. The Path to Market Success
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What people think it looks like? What it actually looks like!

13. 3 THINGS
Access to Strategy Access to Talent Access to Funds
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Leads to Brings
RECONSIDER THE SEQUENCE?

14. 2 STAGES
Business Plan & Model Pilot Test
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15. 1 PROCESS
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16. WHAT OFTEN HAPPENS!
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17. DOING IT !
HOW WE END UP
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18. HAPPENS?
AND THEN THIS
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19. Now that we are done with the myths..
What does it
really
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take to WIN ?

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21. Developing Strategic Building Appropriate
Customer Insight & Financial Structure &
Sustainable Business Management Controls
Building
ROBUST BUSINESS
ORGANIZATION
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Organizing People-
Balancing & Aligning Processes &
Conflicting Stakeholder Technology
/ Partner interests

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23. ALIGN, TO WIN!
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Helping you take the leap of faith