Event Led Growth project | Presolv360

Presolv360 is one of India’s first platform that facilitates resolution of disputes through online negotiation, online conciliation and online arbitration. This benefits the disputing parties by making the resolution process quick, cost-effective and convenient.

Presolv360 has curated a one-of-a-kind certificate course on Online Dispute Resolution ('ODR') designed for law students, legal professionals, government officials, and enthusiasts. This course provides the knowledge, skills, and tools necessary to understand, enhance, and master their journey in ODR.

Is the product ready for ELG?

Pricing and nature of product: Each course is priced at a fixed cost of Rs. 5,000. This makes the product a low volume, high ARPU game.
Value proposition: The value proposition is quite clear - to offer a certificate course on ODR to law students, legal professionals, government officials, and enthusiasts to equip them with knowledge of ODR and the skills required to become an ODR professional.
Sales cycle: The sales process is also pretty well defined, short in time low touch in nature. Either interested audience can register the course by themselves or our sales professional can reach out to a pipeline of ICP and sell the course.

Results of the litmus test: Basis the above test, we can conclude that our product is ready for ELG.

Event Objective

Presolv360 is a PMF stage company having close to $2Mn. in ARR.
Since the course is a new offering that Presolv360 has launched, the objective of the event is to (i) sensitize stakeholders about the problem and pitching the course as a solution i.e. creating product awareness; and (ii) generating relevant leads for the team to sell the solution.

The goal is to sell the course to 1,000 folks within the next 6 months. Hence, the event objective is also to create a pipeline of 5,000 relevant leads.

Basis the stage of the company and the objective, a ‘discover’ would be the most appropriate. Since the stakeholders are problem and solution unaware, a ‘masterclass’ would be most appropriate.

Determining the IAP

ODR is a new concept that has gained traction only post COVID. Owing to this, there is less awareness amongst stakeholders when it comes to the problem and the solution. Accordingly, our IAs are folks who are problem and solution unaware.
Considering the nicheness of the product, we have also limited our universe of attendees to law students, legal professionals, government officials, and ODR enthusiasts.

Determining the event topic

Trends: ODR is being adopted as a dispute resolution mechanism by financial institutions, courts, government departments, DPGs, and other departments at an increasing rate. This is leading to a significant number of budding lawyers and students moving towards learning about ODR and becoming an expert in the domain.

Problems: Stakeholders are not giving enough importance to obtaining dispute resolution skills. This could also be attributed to a lack of available resources to obtain the same.

Careers: Obtaining dispute resolution skills will propel stakeholders in their careers since dispute resolution are required in any domain. It will also open a new avenue for participants to explore a career in ODR.

Skills: Obtaining knowledge about ODR will also ready participants in this new-age dispute resolution mechanism.

Accordingly, the event topic is: What are dispute resolution skills and importance of learning them.

Hence, if we pick the topic as ‘What are dispute resolution skills and importance of learning them’, the attendees will realise that they need to learn dispute resolution skills, resulting in a pipeline of leads who would take our course.

Tool for the event: Considering the scale of the company and the IAP, a VC platform providing basic features such as polls, breakout rooms, etc. should suffice. Hence, the tool shortlisted is ‘zoom’.

Selecting our Protagonist

Name of Speaker	Topic Expertise	Will my IAP come to listen to the speaker	Are they a potential customer	Will we get distribution if they share on their socials / with their internal community	Score
Tariq Khan	Yes	Yes	Maybe	Yes	3.5/4
Komal Gupta	Yes	Maybe	Yes	Maybe	3/4
Justice BN Srikrishna	Maybe	Yes	No	No	1.5/4

Basis the score, our protagonist can be Mr. Tariq Khan

Motivation for the protagonist to be a speaker in the masterclass: As per our research, the shortlisted protagonist is a legal professional who is regularly participating in various launch events, legal seminars, etc. as a Chief Guest and positioning himself as a thought and industry leader in the field of dispute resolution. Associating his name with a novel concept like ODR will only drive his objective of establishing himself as a leader in this space.

Outreach Strategy

Outreach email for the protagonist:

Dear Mr. Khan,

Hope this email finds you well. I will be crisp with my ask.

By way of introduction, I am Krunal Modi, founding member at Presolv360 - one of India’s first Online Dispute Resolution platform. Recently, we have curated a one-of-a-kind course on Online Dispute Resolution (ODR) designed for law students, legal professionals, government officials, and enthusiasts. This course provides the knowledge, skills, and tools necessary to understand, enhance, and master their journey in ODR.

We are curating speakers for our online masterclass on the topic ‘What are dispute resolution skills and importance of learning them’. The masterclass is expected to be attended by over 1,500 participants consisting of law students, legal professionals, and top government officials. The idea is to position you as a thought leader in the dispute resolution space, especially ODR. The masterclass is scheduled to take place on 31st June, 2024 and will last for a duration of 60 minutes.

Outreach strategy for the attendees:

To garner the IAP, our outreach will be via multiple channels. Hence, our strategies will be the following:

Partner distribution: Before we delve into social announcement and outreach via emails, it is important to forge a partnership with a stakeholder who can get maximum participants. After doing an analysis, it is decided to get a National Law University onboarded as the event partner. Such a partnership will be mutually beneficial.
Social announcement: We will now make an announcement via social media channels of the company, protagonist and the event partner about the masterclass. A sign up form consisting details of event will also be posted on the website.
Email announcement: By leveraging the database of our event partner, i.e. an educational institution, we will be able to invite law students, alumni of the university who will be practising legal professionals, and government professionals for the event.

The above 3 channels for outreach will solve for outer circle.

To create a special hook for the event, we will be offering a glimpse of ‘dispute resolution in the metaverse’ to the participants. This will also solve for inner circle incentive.

With outreach solved for, we will now delve into designing the event structure.

Event Design

Opening Act (10 minutes duration): In the first part of the masterclass, we shall do context setting + introducing Mr. Tariq Khan i.e. our protagonist. We will introduce (i) the topic of the masterclass and (ii) the speaker, and also highlight (iii) how the speaker got introduced to the field of law and dispute resolution.
Middle Act (15 minutes duration): In this section of the masterclass, the protagonist shall narrate an incident from his journey describing how dispute resolution skills helped him in his journey. He will also guide the participants how to obtain such skills.
Re-energising Act (15 minutes duration): AMA with the speaker. The questions will be collected prior to the masterclass.
Demo (5 minutes): Show a glimpse of dispute resolution in the metaverse as committed in the outreach message.
Closing Act (5 minutes): Summarize the event and demonstrate the process of registration for the course to the participants.

Additionally, participants can also be given a special coupon code that they can avail in the event they register for the course within 24 hours from the completion of the masterclass.

Efficiency of the Event

To gauge the efficiency of the event and gain learning, there are certain metrics that we must track. Following are the indicators:

Leading Indicators	Lagging Indicators
No. of participants who enquire about the course post the masterclass	No. of registrations for the masterclass
Traffic on company website	No. of people who have submitted questions. This will help us gauge the interest of the participants towards the topic.
No. of participants registered for the course post the masterclass	Traffic on company website