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MeraMonitor – Acquisition Strategy ​

Product Name - Mera Monitor

Product Stage - Finding Product Market Fit

Product Description - Employee Monitoring Software for Remote, Hybrid and in-office Employees

Key Features - Employee time tracking, Task tracking, Periodic screen captures

Advanced features - Live monitoring, live recording

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Global Competitors - Teramind, ActivTrak, HubStaff

Domestic Competitors - TimeChamp, TeamLogger, We360.ai

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Current Product Stage - Finding Product Market Fit -

Free software distributed and used in - 20 companies : 500+ users

Paid Customers - Started 15th May - 3 companies - 120 employees

Product price - $3/user/month - Currently running inaugural discount of 50%

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Acquisition Strategy Report - ​

About the Product

The product was concieved as a result of COVID defining the new ERA of Workplaces - aka WFH 9Work from home). The huge number of people WFH need to be monitored, for efficiency, and also ensuring security.

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The product was launched in Jan 2024, and distributed free to first 20 companies. During this stage lots of feedback was received, and incorporated in the software.

Company started looking for paid customers around early April.

There is active SEO activities, and social content being created.

Company has also received keen interest from couple of resellers through our network, and we are also exploring couple of integration possibilities, with related HR products. (More details below)

Some evidence of product visibility is given below -

Google Search for Brand -

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Video Results -

Other Google Entries -

Social Presence -

Weekly Online Marketing Report -

Current Keywords being used -

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Understanding the User -

To understand the users, I have spoken to -

1. Business owners of our TWO paid clients -
2. 1. Deepak Mendiratta - Founder of PlanCover an Insurance company - running trial with 50 employees
   2. Vikas Bahri - Founder, Rechner IT Systems - using MM with 30+ employees
3. Team members with AAPNA Infotech (internal usage) - MeraMonitor is a product built by AAPNA, and used internally
4. 1. Aasif Ansari - IT Infrastructure Lead
   2. Susmita - HR

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<<Detail interview results given below>>

Defining the Ideal Customer Profile -

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User Research Questions -

1. What is the benefit you are getting out of using MeraMonitor? Tell couple of specific benefits.
2. Would you recommend MeraMonitor?
3. Are your team members comfortable using MeraMonitor?
4. Can you tell me ONE feature that you would love to have in MeraMonitor?
5. Can you tell me ONE feature that you love in MeraMonitor?

I circulated this to a dozen customers. Unfortunately got responses from 3 in time. I continue to await remaining responses, as this information is very valid for my research, and further roadmap.

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Understand the Product Category -

​Global Competitors - Teramind, ActivTrak, HubStaff

Domestic Competitors - TimeChamp, TeamLogger, We360.ai

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Keyword Research -

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Key Strengths -

• Simplicity
• Price
• Reporting

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Key Weaknesses -

• Enterprise competitors
• Extensive feature sets

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Define Market Size -

While we will be targeting India, SriLanka and UAE in our first phase, I have considered data for only India for the calculations below.

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Total Addressable Market -

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Number of Micro and Small business in India = Approx. 63.35 Million

Number of Service Organizations = Approx. 30% = 20 Million (TAM - India)

Current Total Addressable Market - 50% - 10 Million Companies

Serviceable Addressable Market - 2 Million Companies

Serviceable Obtainable Market - 5% of 2 Million - 100,000 Companies

Average number of Users - 100

Total Market - 10 Million (India)

Average Unit Price - USD 1/User/Month = USD 10/User/Year

Total Achievable Revenue - USD 100 Million (This is only for India)

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Additional Research -

Total number of remote employees in India - https://www.ijcrt.org/papers/IJCRT23A4198.pdf

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Core Value of Product -

Monitoring of Remote Employees

Define Core Marketing Pitch -

MeraMonitor enables you to monitor your remote employees and ensure high productivity.

Secure your organization with MeraMonitor

Save wastage in your organization with MeraMonitor

Design Acquisition Channels -

In defining acquisition channels, and detailing the experiments, I am defining a mix of things I thought out and worked on over the week, as well as a few things I have already started working on. Although I was already working on couple of things, thinking of it in a structured manner has helped me clearly define the experiment as well as the roadmap and purpose for the same.

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Acquisition Channel 1 - Organic Search -

Did keyword research and below is the result -

For ICP 1 - Small business owner

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For ICP 2 - IT Head of mid size company

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Competitor Research (Keywords) - what keywords are they looking for - TimeChamp

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Competitor Research 2 (Keywords) - insightful.io

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Experiment 1 - Do a Search Experiment for the keyword - "Employee Tracking Software" and all associated keywords.

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Optimize existing content for this keyword

Create new content for this keyword

Create few articles related to this keyword, and post on multiple channels.

List of Actions:

1. Keyword Research, Landing Page & SEO Optimization
2. • Conduct in-depth keyword research to identify related keywords and phrases. Keywords intent would be commercial & transactional.
   • Analyse Current SERP (search engine result page), put the selected keywords in google and analyse which types of resources (landing page, blog post, how to guide) are ranking in top 10.
   • As per analysis of current SERP, Create outline (sections on pages) of landing page/blog post.
   • Create page content and optimize with target keywords.
   • Implement on-page SEO best practices (meta tags, headers, internal linking, URL, image name & alt etc.).
3. Blog Posts:  Internal link these blog posts with Pillar Page (Landing page which created for “Employee Tracking Software”)
4. • "Top 10 Benefits of Using Employee Tracking Software"
   • "How Employee Tracking Software Boosts Productivity"
   • "A Comprehensive Guide to Choosing the Best Employee Tracking Software"
5. Create Backlinks
6. • Start with social bookmarking,
   • Article submission, PPT, PDF
   • Guest post – If budget allows
7. Analyse Performance.

• Keywords, traffic & conversion analysis.
• Make changes in content or strategies if its not working as expected.

4. Social Media Marketing:
5. • Share content on social media pages, including blog posts, infographics, and customer testimonials, ppt.
   • Engage with followers, respond to comments, and participate in relevant discussions.
   • Share valuable content on LinkedIn groups.
6. Paid Advertising:
7. • Run PPC campaigns on Google Ads targeting keywords related to employee tracking software. I will prefer search campaigns.
8. Influencer and Partner Marketing (Most of them are paid activity)
9. • Identify and collaborate with industry influencers and thought leaders.
   • Partner with HR and productivity software blogs and websites for guest posts and backlinks.
   • Participate in industry webinars, podcasts, and virtual events.
10. Public Relations (Mostly Good PR Sites are Paid)
11. • Write and distribute press releases announcing new features, company news, and case studies.
    • Reach out to industry publications for feature articles and interviews.

Acquisition Channel TWO - Product Integration -

I have detailed TWO experiments below. I assume, my research and details on "Organic Search" will qualify as 1 experiment.

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EXPERIMENT TWO - Product Integration with VRYNO - a CRM software.

I have found this experiment through my business network. One of the founders of Vryno is a known contact, and immediately expressed interest in integrating MeraMonitor with Vryno.

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Potential - Vryno is an established product, with over 10000 customers. An integration opens the door to existing users choosing to use MeraMonitor as a value added feature.

This is a WIN-WIN as it helps Vryno win new customers, serve their existing customers with more features, and also earn an extra income on sales of MeraMonitor.

This is a huge WIN for MeraMonitor, as it opens the door to entire existing user base of Vryno, and all future sale.

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Since Vryno is targeted towards sales and service teams, MeraMonitor will focus on monitoring of sales force.

Our teams have had a few meetings and identified integration points. Our development team is currently working on building the integration layer.

A lot of the effort in developing the integration layer, is reusable for future integrations.

Further, this integration with an established software, lowers the resistance of other integration possibilities.

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EXPERIMENT THREE - Product Integration with PERFETTO- a HRMS software.

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I have found this experiment through my IT network. The founders of Perfetto is a known contact, and first I got him to be an early adopter of MeraMonitor for his own team, and then pitched integration with Perfetto.

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Potential - Perfetto is an emerging project, and meraMonitor can be an added feature, which helps them to improve their offering to existing and potential customers. We have started exploring integration points, and discussing API changes required on both ends to enable this integration.

Since Perfetto is an HRMS, the work done on MeraMonitor to enable this integration will largely apply to integration with other HRMS, so this is an experiment, which has huge potential to bring alternate source of revenue

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In this week itself, I have had a meeting with the founder, as well as organinized a meeting with technical team to explore the integration points. However, it is too early to be able t create mockups or any documentation.

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