How We Built an
Endpoint Management Solution
Hi! Who are you and what business did you start?
With Scalefusion, enterprises can quickly provision their devices such as laptops, smartphones, tablets and other digital devices for business use without seeking help from a dedicated IT team.
Scalefusion helps in simplifying end-to-end mobility management- from device configuration to making it a business-only device, with relevant apps and websites, and ensuring data security within and outside the conventional corporate network perimeter, as is the case with remote working.
What is your personal story and how did you come up with the idea?
I’ve been a serial startup person, working with over more than 6 startups throughout my career of over 18 years. I have a master’s degree from the University of Hertfordshire and developing products that solve real market problems is one of my prime interests. In 2011, I kickstarted my first startup-QuadNode where I, along with my co-founders built three different products. Although they didn’t take off really well, it served as the perfect base for my entrepreneur journey and was a humbling learning experience overall.
During the time at QuadNode, I was first introduced to the challenges pertaining to the kiosk technology- primarily used in airport lounges, self-check-in devices at the airport and hotels, devices displaying audiovisual ads in waiting areas or wayfinders in zoos, museums and shopping malls and devices used in school.
The growth of mobile devices in business has been exponential and after having worked with multiple projects around the same lines through our B2B SaaS company ProMobi Technologies, we realized that there were big players catering to the MDM market, but they were complex and expensive. There was no solution provider for the SMBs and their needs. This is when we sought out to scale our kiosk technology solution to build our product Scalefusion.
What challenges did you face when creating your product/service?
We are 100% bootstrapped. We kick started by offering services in the kiosk tech and worked for several projects to build kiosk solutions for SMBs. This ensured that our product development was self-funded.
MDM is a crowded space and of course we face a lot of competition for small as well as big players. With a small team, we couldn’t possibly build the entire feature set that our competition had, but we chose to progress steadily, by building the features that the customers really wanted and needed.
One of the major challenges arose when we re-branded in March 2019. The temporary blip lasted for more than 3 months but looking back, it was worth it.
Who is your target market?
When we first started, our target market was SMBs, since the MDM market space was largely focussing on big organizations. Hence we set out to create a product that was specific to the needs of SMBs and their limited IT resources. This included companies from all verticals including logistics, last-mile delivery, manufacturing, hospitality, retail, healthcare and education. Today, we are proud to have numerous reputed organizations- small and large as our esteemed customers.
The era of remote working, remote learning and remote everything has brought in new potential customers to our product. Anyone and everyone who needs to manage their mobility and mobile devices is hence our customer- across industry verticals and geographic locations.
How do you market your business and which approaches have been the most successful?
Our approach, in the beginning, was catered towards SMBs and the marketing strategy was inbound. This helped us since we were a small team and customer education was not needed. The conversions were quick since we were offering exactly what the customers came looking for.
We focussed on going the organic way- SEO and easy to consume content added to our website and blog. We also use geo-marketing in the initial years. Not sounding ‘too enterprisy’ and overwhelming our customers with complex content and messaging really worked for us.
Since you launched, what has worked in not only attracting but retaining customers?
Customer support has always been our top priority. We like to keep it real and hence you will find that our customer support specialists use their real Indian names- be it on calls or on the chatbots. We are an Indian brand and we take pride in it, which is also one of the unique attributes of our product. This authenticity along with a well-made product has helped us in attracting our customers.
We focus heavily on extending the best customer service and support which helps us retain our customers, some of whom have been with us right from the inception. This starts of course from our product which is pretty straightforward to use, is extremely user-centric and clutter-free. Our customer support executives have been rated 5/5 on capterra and 9.4/10 rating on g2.com which is a metric we are really proud of and sensitive about. Our customer support is 100% free.
We have dedicated account managers for each of our customers that are available to resolve queries, help in migration and onboarding both pre and post-sales. We conduct regular training sessions and webinars to help our customers stay up-to-date with new additions to the product.
What kind of culture exists in your company, and how did you establish it?
Our work culture is non-negotiable. We hire for the right attitude and everything else comes second. We have a very open, vibrant office where everyone from C-Suite executives to managers is easily approachable – you won’t find us working in cubicles or closed spaces! Our meetings are informal and we have the best brainstorming sessions over coffee breaks. We truly believe in limitless innovation.
Accountability is an integral part of our work culture and that has helped us build trust, engagement and productivity have rarely been an issue with our small team. We have quarterly team outings where work is not discussed, parties and getaways to celebrate victories- big and small. We have AMAs with our employees, regular, informal all-hands to send out updates and discuss future plans- keeping everyone in the loop helps in getting everyone to work to the same beat.
What software, services or tools do you use within your business?
What are the most important lessons have you learned on your business journey?
I have no regrets. If I would be starting today, knowing that this product would do as good as it did, I would have taken more chances quickly instead of spacing it over a period of 5-6 years.
Both my co-founder and I come from a technical background and did not have a solid understanding of the business side of things. Sales, marketing was something that we were unclear about and we tried a lot of things. Perhaps, if we would have a third founder from a business or management background, it would be immensely beneficial. I’d like to think that I haven’t created my worst mistake yet.
What is your favourite aspect of being an entrepreneur?
The favorite part about being an entrepreneur is the ability to not only create products that solve real-world problems but also a chance to inspire others to create products of their own.
What is your LEAST favourite aspect of being an entrepreneur?
Entrepreneurship is very satisfying but can be a very lonely journey- which is perhaps my least favourite part about being an entrepreneur. There are very few people you can talk to or get directions from. You have to pat yourself on the back when needed because there’s no one else that you can do it for you.
What books, podcasts or other resources have inspired and influenced your business journey?
Blue Ocean Strategy by Renée Mauborgne and W. Chan Kim
Zero to One by Blake Masters and Peter Thiel
The Startup Owner’s Manual by Steve Blank and Bob Dorf
The Hard Thing About Hard Things by Ben Horowitz
Where do you see your business 2-3 years from now?
We believe in growing sustainably and hence we don’t intend to double our team or doubling our capabilities in one go. We aim to have a 100% y-o-y growth and will add new members to the team only when there’s a need.