About Me

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Mumbai, India
I run an IT Security consulting firm based out of India. We started off from scratch in 2001 when I was 21, and have offices in Mumbai, Bahrain, and UAE. The idea behind the blog is to share the stories of how we run the business, the deals we make, the deals that break, the heartburn, and the sheer joy.

The Ultimate Startup Guide

The Ultimate Startup Guide is an e-book that provides answers to all your questions related to starting and growing a business in India. Everything you wanted to know about entrepreneurship in India from ideation to registration to marketing to hiring. The book contains a large number of practical examples, anecdotes, interviews, and motivational material to help you get started, and to grow rapidly in a booming Indian economy. If you've got the idea, this book will help you through with the execution and realize your dreams. Here are some of the key questions you will find answered in this book:
  • When starting a business, what are the legal issues involved?
  • What form of incorporation is better suited to which type of business?
  • What tax issues are involved?
  • How do I start a business and what are the pitfalls?
  • How do I market my business in the absence of significant funding?
  • How do I get funded?
  • What are the basic accounting concepts I should be aware of?
  • What is a business plan and how should I build one?
The brief table of contents of the book is as follows:
  1. Getting started
  2. Ideation
  3. Forms of Enterprises
  4. Funding
  5. Basic Accounting and Taxation
  6. Import and Export Licensing
  7. Trademark and Patenting
  8. Rules for NRIs and Foreigners
  9. Building a Business Plan
  10. Marketing on a Shoestring
  11. Website and Branding
  12. Women Entrepreneurs
  13. Templates
To order the Ultimate Startup Guide - email me at kkmookhey@gmail.com.

Details of the book are:
Title: The Ultimate Startup Guide
Author: Kanwal Mookhey
Pages: 150
Additional: Companion CD contains numerous templates for building your business plan, calculating cashflow, preparing profit and loss, and balance sheets, preparing invoices, your resume and profile, marketing material, websites, contracts, and many other useful and motivational material.

Wednesday, December 20, 2006

10 Questions with a woman entrepreneur - Shibani Jain

Shibani Jain is the CEO of Craftsbridge India Pvt. Ltd. A first generation woman entrepreneur, she has stuck through a lot of ups and downs to build a very unique and inspiring business – bringing India’s traditional crafts and arts to a wider market, using the Internet and direct marketing as tools to ensure the craftsmen get their right recognition and dues. I interviewed her online a few weeks ago, and gained some significant insights into a woman’s entrepreneurial journey.

1. Could you brief us about your company's main offerings?

Shibani: We offer designer and special skill products which map current corporate requirements. We work with special skill groups across the country and our sales help these small rural urban groups to generate income.

We offer corporate promotional and motivational products like desktop products and office accessories.

We arrived at this focus after a lot of trial and error. We tried many other things at first – home textiles which we were exporting; retail sales for domestic markets (garment apparels, etc). We even had our own stitching unit. But then, we realized its not possible to do so much; especially since they were all virtually different businesses – with separate infrastructure requirements, different markets and different production bases. We decided to cut down and we focused on the business where we had the strongest market traction.

2. Since your website is one of the primary marketing channels, what strategies would you advise to promote one's website and make it more productive in terms of customers and revenues?

Shibani: Our website is only 7% of our total business today. I would advise the following for similar ventures:

1. Unique offerings
2. Decent strategic tie-ups/partner sites to ensure you get the eyeballs
3. Constant renewal of offerings and content

The web site is more a promotional tool for us, today than bringing in real business. But we find it useful to refer our customers to our site.

3. What prompted you to begin your current venture? What thought process led to this idea, and what initial challenges did you have to face?

Shibani: I was a web and multimedia designer and always interested in handicrafts. We thought that we could make a difference to this business (even if it was done in a small way to start with) with our ability to understand current market norms, design and bring in professional inputs.

We were also excited by the concept of "customized crafts". Being handmade product, it is relatively easier to customize a product with a special message or specification or color, even in small quantities. We thought of how a "grain of rice" can be packaged nicely with a hand written message and magnifying glass and sent off anywhere in the world.

And we were excited about the fact that we could be the one middle point between the end buyer and the end producer. It was exciting to visualize a situation where we could be the bridge between the rural/grass roots producer who has no market access and the end buyer who has no idea about the craft producer and their stories. It was interesting from a social and creative perspective.

We felt this was possible with a dot com model - with producers on one end and buyers on the other. In fact, we were incubated as a dot com. We made it through incubation funding, but were late in the dot com boom. The bust ensured that no one even heard us out as a dot come investment. The choice before us was either to shut down or change the model. We changed the model and started selling directly to corporate buyers.

4. When the chips are down, how do you deal with those kinds of situations?

Shibani: We have had many times when the chips were down. And we persevered. I did not give up. We evolved and sharpened our model in terms of cutting costs, reducing overheads, sharpening our focus, building systems and processes. We had to go through really tough transitions, like when I closed down the home textiles exports business – it was a harrowing time. We had to let go of trained staff, say no to customers who had started initiatives with us and manage all excess raw material fabric stock which was left over. At this time we simply stuck to our guns, gave ourselves a time line and swallowed our losses on this.

Another transition happened when my partner who headed the corporate business suddenly decided to quit after 5 years of managing this business. We then had to transition and learn many things afresh. The knowledge of the business went with him. We had a huge struggle just to re-educate ourselves about our customer requirements, vendor capabilities and issues and so many other things. But this transition actually resulted in us moving from a one man show into a 'team' approach. We built a team and dependence on one person is much reduced today. We also focused on more documentation, systems and processes at this stage.

5. What plans do you have for the future for your company?

Shibani: We have many dreams – of them one is that of having our brand recognized in the form of retail stores of our own. The other picture is to take our gifts offerings to foreign shores.

6. If you had to do it all over again, what would you differently?

We had very high costs when we started up - manpower, office, etc. I would now start like a garage operation if I had to restart. I would also focus, focus and focus from day one.

7. What drives you to work everyday?

Shibani: The thought that there is so much more to do, that we have only scratched the surface. The fact that I have something new to learn every day some new idea to pursue.

8. What three things would you advise aspiring women entrepreneurs?
1. Be courageous.
Do not worry about the fact that you are a woman and chances are that others will not worry about it either. Very often the problem is not external if it’s not internal.
2. Find and use external support. Today women entrepreneurs have a lot of external support- special funds, working capital loans, network groups- find them & use them well. Am not exactly aware of which ones, but banks like SIDBI, women's cooperative banks are women friendly. To be honest I have not had to find one myself- but they are there- on the net/banking community/funding groups.
3. Manage your guilt well. If you also have a family to look after. Guilt is not good for you/your family/your business. You might as well realize that this is what you love to do and your family might as well realize this too! Honesty is the best policy here in more ways than one!

9. What books or events have inspired you the most?
So many books! From Ayn Rand (We the living, The Fountainhead) at 16, to Herman Miller (Siddhart) at 20 to Celestine Prophecy (colin wilson?) To Conversations with God recently.

I was also influenced by books like "All paths lead to gold" and "Winning" by Jack Welch.

On events – I did a course in Vipassana meditation in the mountains of Igatpuri- this is a 10 day silent course- and it changed my life. It taught me to view life in perspective- and the fact that mind control is the most important control to have. The mind must not dictate you- you must control your mind.

Also every time I see street children in India, I feel compelled to do something. Anything to alleviate the suffering that so much of mankind seems to have. I feel outraged that so little is done and about the unfairness of it all.

I feel sad when i see beautiful, skilled products, sold in a shabby way, at shabby prices and in a shabby manner. I feel bad that the artist who created such a beautiful product is not getting his/her due- neither price nor recognition. I just feel that it’s all a criminal waste.

10. What advice would you have for aspiring entrepreneurs in general, and women entrepreneurs specifically?
1. Out of 10 start up businesses only 3/4 survive. The trick is to persevere and to believe in your picture.
2. Being at the right time and at the right place is important when you start- a good idea is not enough- a hard look at viability is a must.
3. Being an entrepreneur is very tough- it’s even tougher if you are trying to do something different/not done before/charting a different path. I would advise all young people trying to start a business to go in with their eyes open, but also with dreams in their mind.
4. For women I would say- your job is even tougher- like it or not, the family looks at you to keep the home fires running-but the flip side is that you may not have to be the bread earner! Enjoy this freedom and do something that you truly want to do. This is not to say that your success is not important- it is just as important, but you may have the option to choose!
5. For women I would also say, that consider the logistics of your life as a serious matter - like how far is your office from home? How much support do you have (family and otherwise), good help at home!!! These are small, practical and according to me imperative tips for the women entrepreneur. I could never have run Craftsbridge, if these logistics were not in my favor.

Intrepid: Thank you so much for all the time and effort you put into answering this long list of questions! Would it be OK, if readers of this blog wanted to get in touch with you?

Shibani: Sure, they can email me at shibani@craftsbridge.com


ALEISH said...

Business without finance is like a fish without water in the desert which can’t survive for long.

If you have insufficient start-up fund, don't lost hope! There are companies and NGO's that provides minority women business unsecured loans that are available online. They offer No Down payment, unsecured business loans For Start Up Businesses. You can save time and energy if you research/apply online.

Benin "Mwangi" said...


What a wonderful interview that was.

Shibani said something interesting about the shabbily presented art or other offerings which one somtimes finds in the traditional arts and crafts markets of south-south economies. For some reason it just stuck out to me, maybe because I have seen similiar things in different parts of Africa. I think many of the micro entrepreneurs could really benefit from more entrepreneurial training...

Otherwise, I really like your blog. It is very instructional.


Intrepid said...

Mwangi: your comments are spot-on. Sometimes all an entrepreneur does is bridge the divide between the producer and the market, and cut out a few unnecessary middle layers as well. I think the traditional art of Africa is also an under (or shall we say over-) exploited opportunity, and possibly does not get the benefits to the craftspeople themselves...

And thanks for all the positive feedback. I wish I could write more often :)

Dorez said...

I'm a female minority business owner in the U.S. I found your blog while surfing the internet. There are a lot of people who think U.S. women entrepreneurs are getting a lot of financial support here. But that's not the case if you are a start-up business. (Just had to get that off my chest.) (smile)
I'm writing you today because our company would like to know how to do business with retail store owners in India? Our company is Jahqoi and we are clothing manufacturers, specializing in plus-size apparel for women. Any suggestions on how to make contacts there?

Poons said...

Isn’t that the toughest part: giving up a cushy job, the security that comes with it to plunge into uncharted waters. As Indians aren’t we doubly conditioned to aim for security above all else? Or … is that mindset about to change?
That set me thinking. How easy is it really to step out of the comfort zone and take the plunge? What does it take? Guts. Moolah. Persistence. More importantly, how much of each?
Read more: Entrepreneurship and Venture Capital: Taking the Plunge

women entrepreneurs said...

I don't think women entrepreneurs are getting a worse deal in the US, but we're not getting any help, that's for sure.

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