Abstract:    Considering high penetration of the Internet & smartphones at the bottom of pyramid, an architect built a startup, Ovolo IT Building Solutions Pvt. Ltd. & launched its flagship product, “Ek-inch”, a mobile application with an aim to upskill the millions of unskilled construction workers through short videos. To attract investors for funding & scaling the product further, they need to prove their mettle by onboarding the users. One-on-one marketing was used which required a lot of investment in terms of manpower, to onboard the users. The team switched to digital marketing using social media, posting ads & short videos about the application & the users increased drastically.

Learning Objectives:   The readers will study the journey of the “one of its kind” budding startup of the construction sector & how a social cause transformed into a business idea. Moreover, the readers will get an insight into the startup journey and how the slightest change in strategy could have a big impact on the outcomes. The impact of technology in penetrating the market at the bottom of the pyramid in the age of digital transformation is massive which could give a competitive edge to any startup, is great learning in itself for the students