About Keka Hr :

• Biggest Series A funded SaaS company in India.
• Loved by 6500+ customers
• PMF Achieved
• Currently Scaling to Other Geographies ( Dubai , SEA , USA)
• Stage of the Product : Early Scaling.

Customer Pain-Points , Needs and Core Desires :

Sign up to Onboarding flow:

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Core Verticals that have strong use case of the product :

Core Pain Points of Core Users

Since Keka Hr is primarily a product for HR / finance team with an overlapping use case for admin team , the idea is to understand the core functions that the above teams perform , map products that solve for those use cases and try to form meaningful partnerships with them.

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Partnership can help solve for some or most of the use cases for ex we can partner with likes of Plum for Health Insurance, LMSAbara for L&D and with Clear Tax for Year End Tax filing.

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Step 3 :

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Identifying the right partner:

Our ICP :

All companies in the small to medium size bucket. Keka usually tries to get in touch with HRs of SMBs to understand their pain points , pitch the product and sell to them. The ideal size is orgs that come under the bracket of 0-5000 employees.

What are your brand values ??

Keka wants to empower Hrs and make thier life much more easy . On top of this Keka believes in creating a great employee experience and keeping people at the centre of the business.

**Keka Moto :

EX + CX = 10X**

Current Market :

Keka is currently operating in India, UAE, Singapore and USA. The target segment is orgs of size 0-5000. Keka offers HMRS systems to all industries.

Potential Partners :

• PLUM
• Abaraa
• Early Salary
• Clear Tax
• Upside LMS
• Udemy
• HackerEarth.
• ONGRID
• XoXO Day
• Yellow.ai

Partner Fitment Test:​

Looking at the above , I am prioritising Plum and Clear Tax for the Partner Integration.

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Outreach Stratergy

Plum List of POCs :

1. ROHIT MALLAVARAPU -Partnership and Community Builder
2. Aditi Anand - Senior Director - Partnerships Plum.
3. Akshay Golecha - VP Plum
4. Abhishek Poddar - Founder Plum
5. Vatsal Goel - Head of Growth Plum.

​Looking at the above score we will be sending the email to Aditi Anand and Vatsal Goel.

Email design: Subject : Keka and Plum Partnership for the HR Community. Hi Vatsal , Hope you are doing well and everything is going well at Plum. My name is karan and I am leading Partnerships at Keka. SInce Plum and Keka have a strong use case of the HR Leaders , would you be interested in exploring a partnership with us. Keka holds a strong presence in the SMB segment and we have been getting a lot of requests from our mutual customers for tying up with an insurance firm to provide greater value. Would 5 pm thursday be the right time to discuss this??

Best, Karan.

Follow up Design :

Functional Goals : Increase revenue of Plum Emotional Goals : Having the satisfaction of driving growth through the organisation. Social Goals : Have respect and following in org for taking great strategic initiatives.

Will wait for a week or so after submitting the partner form for a reply. If we don’t get a response then the way forward would be as follows:

Day 1 : Linkedin Connect Request :

Hi Vatsal ,

Hope you are doing well. Wanted to connect with you to discuss , partnership oppurtunities between keka and Plum. Keka is loved by 6500 + customers currently and we would like to partner with plum to create more value for our customers.

Day 3 : React to linkedin Posts.

Day 5 : Email

Hi Vatsa ,

Hope you are doing well. I am following up on my mail to explore a partnership of Keka and Plum . We have collated some insights from our mutual customers . Wanted to share those with you as I thought it could be of value :

1. Out of the 8000 + customers keka has , we did a survey with 6000 customers and 65% said that they would like to hear about health insurance plans , if keka can provide them.
2. 40 % said that they are actively looking to tie up with a new health insurance provider for the next financial year for their org.

Let me know if would be open to working together to build value for our 8000+ customers that love the keka experience and the same time directly improve your topline as well as your bottom line in the process.

Thanks, Karan.

First Call Design

Current Plum Goals :

• Grow Revenue
• Create new channels for topline (Discovery)
• Create more stickiness by partnering with brands that are selling to the same ICP
• Work on joint GTMs and reach out to new leads.

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Competitive Analysis Template

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Value Prop :

• SMB Hr Tech Leader
• Great Reach within the HR Community to affect topline and visibility
• 8000+ customers world wide.
• Great Brand Presence and heart share in HR Community.
• Huge Use case with Plum/ Clear Tax etc.

**First Call Design :

1. Break the ice and provide understanding of Keka’s customers —> 5 mins
2. Understand the partner challenges and pain points —> 10 mins
3. Set Expectations as to what you are hoping to get from the partner and what are you willing to deliver in return ( Not discussing Leads, this will be more like joint events, GTM ,Offers like 20% for both set of customers ). —→ 10 mins
4. Talk about the post call deliverables .—> 5 mins**

Follow up Email :

Email Subject : Keka: Plum Partnerships

​Hi Vishal,

                 Thanks for connecting today. Sharing the key pointers discussed and deliverables from my end:

• Keka is looking to partner with Plum to serve its 8000 customer better.
• We are looking to have plum services integrated into our portal so as to create a seamless experience for our customers.
• Plum to look into providing visibility to keka across its customers by having joint GTMs and Events.
• You would be reverting back with the expected timelines when our tech team can sit down and discuss the intracies of the integration.

As a token to our future partnership, I am sharing names of a few key customers that have been asking for Plum services. Go reach out to them and solve their problems with medical insurances.

Hoping to hear from you soon.

Best, Karan.

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Company Buy-in and alignment :

Sales team Concerns :

Will it Impact the bottom line??

Will it help us close more deals??

Do we have a high Use Case for this product among our ICPs??

Will it be a channel partnership or an Integration partnership??

Product Team Concerns :

How complex will the Integration be??

How complex are there APIs codes??

What are the expected timelines for go Live??

How does this impact revenue??

How will this impact the happy flow??

Do we need to create separate screens for this or can we embed them into the same screen.

Marketing Team Concerns :

Do we need to change our ads pitch??

Will we be doing joint campaigns??

Will we get access to thier customer base?? Are they willing to do joint events??

Will they be willing to provide sponsorships for our events??

Stakeholder Concerns:

Will it affect the topline??

How will it affect the bottomline??

How does it affect our brand perception ??

How difficult will the integrations be??

Can we move segments/ markets with this??

Presentation :

https://docs.google.com/presentation/d/15XC7k5QVr2WLW0xH05IzlG_srQ-n-ZAjrihD2qOXNgc/edit?usp=sharing

Solving for Trust :

💡 Strategy for trust building Utilize Face-to-Face Interaction: Leverage in-person interactions for critical decision-making, fostering stronger relationships and effective outcomes. Keep it touch with the POCs with the chance to invest, showcasing their vested interest and fostering a deeper level of trust and collaboration.

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👉🏼 Strategy for improving transparency Provide weekly, fortnightly, and monthly updates on referred customers and product features.

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👉🏼 Strategy for increasing engagement Involve stakeholders in feature planning and rollouts through frequent consultations.

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Plan and Launch GTM:

💡 Before creating your GTM strategy, answer these questions:

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👉🏼 What is the problem you are solving for? Keka automates hire-to-retire for HRs. It automates manual tasks like payroll , attendance and leave tracking, PMS etc.

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👉🏼 Is there demand for your offering? HR Tech is a growing Industry and more SaaS players are entering the market with different offerings.

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👉🏼 Who’s your brand offering for? Reducing manual tasks for HRs so that they can focus on Org Strategy and other high leverage activities.

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👉🏼 Where does your ICP spend most of their time? Linkedin, Instagram, Fb, Google etc.

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💡 Create a co-marketing strategy for your partnership, include the teams involved, timelines, and effort.

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