OFF THE BEATEN TRACK

Blue Dol­phin, a mo­bile ap­pli­ca­tion, lets com­pa­nies mon­i­tor em­ployee per­for­mance ef­fi­ciently

India Today - - NEWS YOU CAN USE - BY URSILA ALI

What is it?

With data science and an­a­lyt­ics be­ing one of the hottest sec­tors to work in, Sid­dhartha Gupta, 44, founder and CEO of Rare Me­dia Com­pany, Delhi, came up with a cost-ef­fec­tive so­lu­tion for ef­fi­cient and re­li­able field force au­to­ma­tion and track­ing mech­a­nism through an app ti­tled Blue Dol­phin. In sim­ple words, on An­droid com­pat­i­ble de­vices, it of­fers one-stop so­lu­tion for mid to large-sized com­pa­nies and man­u­fac­tur­ing units to un­der­stand and op­ti­mise the po­ten­tial of their work­force by gath­er­ing data points re­lated to field force ac­tiv­ity and pre­sent­ing it through en­gag­ing data vi­su­al­i­sa­tions that is ac­tu­ally con­sum­able by the av­er­age, busy ex­ec­u­tive. “Our USP is our in-house data science team that use graph­i­cal rep­re­sen­ta­tion to give you an in­sight into the be­hav­iour of your field force, thereby, be­com­ing more ef­fi­cient in their op­er­a­tions,” says Gupta.

The growth

The com­pany was in­cor­po­rated in April 2012, but the app ser­vice started last year. “In­vestors, Info Edge, viewed the in­vest­ment as a strate­gic an­a­lyst call and the app as a key piece of tech­nol­ogy for their team,” says Gupta.

The challenge

“Our pri­mary aim is that to make func­tion­ing of the app seam­less so that any­one can start us­ing the prod­uct within a few hours,” he says. One of the big­gest challenges Gupta faces is ed­u­cat­ing his cus­tomers and con­vinc­ing them that there is ac­tu­ally value in the prod­uct. “It takes three to six months for a cus­tomer to see value, so it is a com­plex sell­ing cy­cle and a slightly longer term sales strat­egy,” he says.

The fu­ture

“We plan to be cash flow neu­tral by July next year. We ex­pect to have rev­enues be­tween `2 crore and `3 crore by next year,” says a hope­ful Gupta.

It is tough for mid and large-sized com­pa­nies to track their field em­ploy­ees. Since we are a price sen­si­tive mar­ket, cost-ef­fec­tive tools to mon­i­tor the field force is the need of the hour. Sid­dhartha Gupta, Founder and CEO, Rare Me­dia Com­pany, Delhi

SID­DHARTHA GUPTA, FOUNDER AND CEO, RARE ME­DIA COM­PANY, WITH HIS TEAM

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