Home >> Digital >> Article

Quick five with MyDala's Anisha Singh on opportunities for deals websites

20-May-2013
Font Size   16
Quick five with MyDala's Anisha Singh on opportunities for deals websites

Nothing appeals more to consumers than getting more for less. Deals websites not only offer discounts, but also an array of classy options, giving consumers the opportunity to experience the best at lower prices.

In conversation with exchange4media, Anisha Singh, CEO and Founder, MyDala explains the functioning of deals websites and how consumers relate to them.

What are the major challenges faced by a deals website?
Deals websites had been pushing the deal a day concept, which was great to look at but it was soon realised that users were logging in from all over India and from different parts of a city. A person in south Mumbai wouldn’t necessarily be excited about a deal that was in Bandra because of the travel time to Bandra. Also, the merchant would only get a one-time deal junkie. The challenge was to build a great analytics that matched the right user (based on their buying pattern and location) with the right merchant, so that the merchant would get a long-term customer. We now have a robust backend proprietary analytics system that does that not just for MyDala, but for a lot of telcos as well.

Which sector deals are seen picking up the most on deals websites such as MyDala?
Health & beauty and restaurants are the major sectors that are very popular with MyDala users. Summer time travel is also an extremely popular sector.

Please elaborate on your business structure.
We started MyDala as a group buying site catering to getting best of deals for users, however, in the first six months it also became clear to us that the main need was on the merchant or business side in terms of marketing. MyDala is essentially a merchant marketing platform that helps businesses connect with the right set of consumers. The more we talked to our merchants, we realised that a business such as a small restaurant, salon, someone who bakes goods, or any business that provides some service had very limited means to market themselves without dishing out upfront marketing dollars. Over time we developed MyDala into a marketing platform that helps all businesses, especially local businesses, market themselves via social media, mobile and MyDala’s website. We help businesses build brand awareness and drive conversions to them. Now, with over a 100,000+ retail businesses having used us as a platform in over 120 cities in India, we know that we are fulfilling a need.

How do you devise your marketing strategy and brand communication?
When we started, we had limited money and so we knew that in order to grow we needed our customers to become our champions and that word of mouth advertising was going to be our asset. For the first two years of MyDala, our users were our promoters. We also looked at alliances that we could leverage to grow. At MyDala, the logic was basic business logic – if your acquisition cost outweighed the LTV on a customer, it didn’t make any business sense. So, we got our alliance network to grow and reach users. Currently, we reach 25 million unique users on a daily basis via our network.

Where do you see MyDala five years from now?
MyDala is the leading player in mobile coupons with presence in over 120 cities and over a 100,000+ merchants showcased. Five years from now, we see MyDala as the de facto provider of coupons and loyalty with the most extensive merchant base.
 

Kartikeya Sharma says that June has been the best month for sales in the 11 years that the brand has been in India

The newly appointed CEO of ZEE5 on how he aims to have the widest appeal in the OTT space amongst Indian consumers

The VP, Marketing and Communications (South Asia), talks about the company's growth strategy, its focus areas, impact of demonetisation on consumer behaviour and much more

Siju Prabhakaran, South Cluster Head, Zee Entertainment Enterprises Limited, talks about channel's rebranding, extending fiction shows to weekends and much more

right
left
RADIO CITY CELEBRATES ITS 17TH ANNIVERSARY WITH CONCERT, AWARDS AND FUN 5TH EDITION OF TIMES NOW & ICICI BANK’S NRI OF THE YEAR AWARDS GLOBAL INDIANS PITCH CMO SUMMIT BENGALURU SEES TOP INDUSTRY LEADERS AND MARKETERS IN ATTENDANCE DISTINGUISHED JURY COMES TOGETHER TO PICK WINNERS FOR PITCH’S TOP 50 BRANDS PITCH CMO SUMMIT BANGALORE SEES TOP CMOS ACROSS INDUSTRIES IN ATTENDANCE 1ST REPUBLIC TV GULF INDIAN LEADERSHIP SUMMIT & AWARDS HONOUR STALWARTS OF INDIAN GULF BUSINESS COMMUNITY SONY YAY! CELEBRATES ITS FIRST BIRTHDAY WITH PARTY FOR TRADE PARTNERS THOUGHT LEADERS AND TOP DIGITAL MARKETERS SPEAK @ EXCHANGE4MEDIA GROUP’S TECHMANCH 2018 IN MUMBAI EXCHANGE4MEDIA’S IDMA 2018 RECOGNIZES INDUSTRY’S BEST DIGITAL MARKETING CAMPAIGNS REALTY PLUS UNVEILS COFFEE TABLE BOOK AT 10TH CONCLAVE & EXCELLENCE AWARDS @AHMEDABAD EMINENT JURY CONGREGATES TO PICK WINNERS OF INDIAN DIGITAL MARKETING AWARDS 2018 OFF THE CUFF SEES ‘SWACHH BHARAT ABHIYAN’ MAN PARAMESWARAN IYER IN CONVERSATION WITH SHEKHAR GUPTA EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS

John Immesoete talks about the changing role of CCOs in the digital era, new agency models and more

Guenther Sproll of Germany's Liebherr-Hausgeräte on his game plan for the Indian market, product pricing and more

By launching its global Generosity Campaign in India, Cadbury now explores the theme of Achhai (goodness), building on its strong proposition of Kuchh Meetha Ho Jaaye