Keka HR : Event led growth

ELG Assignment | Keka

Source: Google Images

About Keka

Product for the purpose of Event Led Growth: HR Tech platform
Stage of the Product: Early Scaling
PMF validation: Strong WOM, Willingness to Pay, used by 16540+ HR Leaders across 150 countries.

Keka is a cloud-based human resource (HR) solution, which helps businesses manage staff profiles, track attendance, process recruitments and analyze performance. Features include GPS, pulse surveys, document storage, helpdesk, role-based permissions, workflow management and asset tracking.

Keka lets HR managers track employee’s overtime, prepare leave policies and create organizational hierarchies. Supervisors can use the timesheet to calculate billable/non-billable hours and allocate resources to projects as per the availability. Recruiting teams can organize pre-employment tests, monitor candidate's progress across hiring pipeline and view results via a scorecard. Staff members can also track leave balances, complete onboarding tasks and view feedback from co-workers.

Keka offers integration with various third-party applications such as QuickBooks, Xoxoday, Upside LMS, ZestMoney, eKincare, Plum and more. It comes with mobile applications for iOS and Android. The solution is available on monthly subscriptions and support is extended via phone and email.

Source: https://www.softwareadvice.com/hr/keka-profile/

Keka X Event Led Growth

Company Stage	PMF	Early Scaling	Mature Scaling
Problem to be solved	Product awareness	Expand sales pipeline	Brand building
	Lead generation	Accelerate sales cycle	User/revenue retention
	Build early relationships	Go deeper in the same market	Category expansion
	Kick-off the sales pipeline	Sell more features to the same customer	Community building
Type of Event	Discover	Engage	Grow

Is the product ready for event led growth?

Litmus Test	Metric	Value
Test 1	Product volume	1557 customers across 150 countries
	ARPU	Subscription fees depends on the product features and size of the company
Test 2	Sales Cycle	Depends on the company size
Test 3	CAC to LTV ratio	Most of the leads are inbound or driven by WOM - leading to a very healthy LTV/CAC ratio.

Source: https://6sense.com/tech/hrms/keka-market-share#:~:text=Around the world in 2023%2C over 1440 companies have started,customers are from the India.

Source: https://www.keka.com/pricing

Source: https://www.keka.com/about-keka

What sort of event should it be? - “Discover & Engage”

Type of event	Company Stage	Goal for the event
Discover	Early Scaling/Growth	- Brand Awareness - Lead Generation
Engage	Early Scaling/Growth	- Engage/Expand Sales pipeline - Get more leads - Educate prospects
Grow	Na	Na

Ideal Attendee Profile (IAP)

Funding Stage: Seed+

Sector: Agnostic

Lifecycle: Early Stage & Above

Geography: India, UAE, SEA, EU, USA

Number of Employees: >20+

What stage of Awareness do our IAPs fall under?

Event Goal	Audience Type	IAP
Discover	Problem unaware	IAPs might fall in this bucket as well.
	Brand unaware	IAPs might fall in this bucket as well.
Engage	Urgency unaware	Founder/CHRO/HR Manager
	Evaluators	Founder/CHRO/HR Manager
	Trial users	Founder/CHRO/HR Manager
Grow	Long time customers	Na
	Brand evangelists	Na

Event Topic:

Event Goal: Discover (New Market)

Masterclass: IAPs might be in Problem unaware or Brand unaware stage depending on the company size. Hence masterclass will help in solving both the issues and helps.

Speakers: Founders/CHROs from the exisiting market who also has presences in the new market which Keka is entering