Riding on existing behavioural wave

Good news is, using MagicPin is simple — as simple as posting a photo on a platform. Every time a business can ride on an existing behavioural wave, it really helps. Even better news is that there is no real established platform, formal or informal, for small local businesses to engage with locally relevant clientele. The devil, though, lies in the details. The most rampant restaurant behaviour among millennials would typically be a “playful, maybe even slightly boastful act” of taking glorious food photographs and posting them on Instagram and Facebook, or else sharing them on Snapchat. The only difference is post a picture of the bill to avail a discount. This is a change of user-mode. It will help because the carrot is a discount and this is India! Smaller businesses, on the other hand, pose their own challenges. Margin-sharing, conceptually, a hard sell, is hyper offline process needing persuasion in a country where all restaurants are clustered around high footfall areas — think concentrated local markets and malls. These businesses are speaking to the Zomatos, Swiggys of the world who are all asking for a share of margin. Depending on the marginstructure of these smaller businesses, MagicPin's ask may well land as another margin ask, albeit with a different use case.