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Soichiro Honda – The Founder Of Honda Motors



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Soichiro Honda, a man who came from abject poverty and no financial support, proved to the rest of the world that it truly takes a dream to realise your passion. Without the means and through sheer hard work, Soichiro built his dream company from scratch and with a focus on the future. From building a cycle in a garage, to creating one of the largest automobile stores in the world, Soichiro Honda’s story is one of inspiration, dreams and success stories!

The Beginning

Belonging to a very small village in Japan called Komya, Soichiro had a very difficult childhood. The twentieth century had just started and the first car the world was exposed to was the Ford cars. In fact, even Soichiro’s love for cars first started when he saw a majestic Ford car on the tiny streets of his hometown. A young Soichiro had difficulty understanding how such a powerful car could drive down the road without anything propelling it forward. So fascinated was he by the car’s super powers, he chased it down to the end of the road to take a closer look at what would be his inspiration for the first ever Honda car.

At the age of 15 (in 1922,) Soichiro’s love for automobiles grew so much, he left home to apprentice at Art Shokai, an automobile repair shop in Tokyo. Dedicated and filled with a passion like never before, the 15 year old Soichiro put his heart and soul into learning everything about the world of cars. At Art Shokai, the young man learnt everything he could. From gaining technical experience about the product, to gaining an in depth experience about the inner workings of a car, this apprenticeship gave Soichiro the wings he needed to fly.

It took Soichiro six years to finish his training and by the year 1928, the young Honda had so much knowledge, he could put even the most trained engineers to shame! Opening a new branch of Art Shoika, Soichiro started working on building everything from two wheelers to trucks. Unfortunately, Soichiro’s investors were not as impressed with the young entrepreneur’s growth chart and refused to back him up when the business started booming. The time had now come for Soichiro to think of a new place to let his expertise and experience shine.

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The birth of the Honda company

Undeterred, Soichiro started a brand new company called Tokai Seiki Heavy Industry in the year 1936. Despite being told by the lenders that they wouldn’t back him, the young Honda still worked at the Art Shoika Company. The initial days of Tokai Seiki were quite hectic. After putting a full day’s work in Art Shokai, Soichiro would work at making piston rings at night. However, like any other major venture, the first order taken by Soichiro was rejected almost immediately, pushing him back to the beginning of it all.

Since the very first days of the Honda company, everything Soichiro did was during the most arduous conditions. During the Second World War, when the Ministry of Munitions took control of Tokai Seiki, Soichiro pushed forward instead of buckling down under the pressure. Developing a technique for mass producing wooden airplanes, Soichiro reinvented the way Japanese aircrafts flew and functioned. This new invention was the first step toward the creation of what Honda is today and after the War, Soichiro opened the Honda Technical Research Institute. Realising the scarcity of gas at the time, the Honda Technical Research Institute built the first ever gas propelled cycle.

By the year 1949, Honda Motor Company Limited was established as the biggest bicycle creator and was starting to break new ground in this area. The first ever mass produced motorised bike, the Dream D (painted in maroon) was an instant hit the moment it hit the streets and this paved the way for the creation of the Honda C 100! So famous was the Honda C 100, it became the most popular motorcycle ever made by Honda in the beginning years! From then, there was absolutely no stopping Honda and with every new motorcycle made, the Company started growing with increasing speed and precision.

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Over the years, Honda mastered the art of making motorcycles and by 1963, the Company was all set to expand into the world of cars. The first fleet of cars introduced by Honda were very similar to the bikes made during Second World War, with strong influences drawn from Honda’s initial days. By 1973, Honda’s expertise grew so quickly, it started expanding and was all set to sell cars to the United States. The first ever car it sold in the United States was the Honda Civic and since then, there was absolutely no turning back for this superstar! In fact, the Honda Civic was such a hit, it won awards for being the best car during the year it released.

The following years saw Honda grow to not just be an automobile industry but also a beacon of change for the way people all over the world rode their bikes and cars. It was through sheer hard work, determination and understanding of how the automobile industry worked, Soichiro Honda was a man who realised his dream and made it come true despite all adversities. 

An inspirational success and a story which needed to be told, Honda’s journey is a true guidance of hope and light. If you think you have an equally inspiring story to share about Soichiro Honda, comment and let us know!

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5 Successful Indian Startups Founded By Women



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The workplace has undergone massive changes in the last century.  At the turn of the Industrial Revolution, any workplace was dominated by men while the women were delegated to run the homes.  However, with the advent of the internet and new and exciting technologies, workplaces have undergone a tectonic shift.  Women are no longer comfortable staying at home and are instead opting to lead teams and organisations.  As every year passes, we get closer to true gender equality, women have proven time and again that they are equally capable to get the job done if not better in some instances.  Names like Wolfe Herd (Bumble founder,) Kylie Jenner     (Kylie Cosmetics founder,)  Masaba Gupta (Masaba clothing label founder) are just some of the names who are known for leading world famous brands with their unique style of leadership. 

As the world celebrates International Women’s Day, we bring to you five women founders who run world famous and successful startups.

1) Upasana Taku-MobiKwik

If you are an Indian and are used to doing online shopping, more often than not at the time of payment, you would be directed to a payment gateway.  One of these gateways would normally be MobiKwik.  The startup is a well known name in the digital payments and digital wallet space.  MobiKwik was founded by Upasana Taku in 2009, who prior to founding MobiKwik used to work with PayPal.  Today Upasana Taku is also in charge of bank partnerships, business operations, and talent acquisition at MobiKwik.

2) Richa Kar-Zivame

An enthusiastic MBA student, Richa Kar, developed an online lingerie shopping platform in the year 2011.  Currently, Zivame is India’s leading online lingerie store with a valuation of more than $ 100 million.  The brilliant idea for her own lingerie business came to light when Richa tracked Victoria’s Secret’s sales, who was one of her clients when she was working at SAP.  She observed the lingerie sales figures reached peaks overseas but, Indian women were not provided with the similar innerwear.  While Richa was studying the Indian lingerie market, she realized the social embarrassment in India surrounding lingerie shopping.  Today Richa Kar could be credited with destigmatising the uneasiness surrounding lingerie shopping in India.

3) Falguna Nayar-Nykaa

After a long stint as an investment banker, Falguni Nayar founded in the year 2013. An online one stop shop for beauty products from Indian and international brands, Nykaa changed the world of online shopping.  Who would have ever thought buying makeup online would be so easy? Falguni Nayar proved many critics wrong and created a brand new place for people who love experimenting with styles, designs and colors.

ALSO READ: Zivame: Founding Story

4) Sabina is a popular Indian website for making flight and hotel bookings.  Sabina Chopra was instrumental in identifying the potential for travel commerce in India and people moving towards cheaper or easier travel.  By the time, people started looking to make bookings, Sabina made sure was already in place.  Sabina was the former Head of India Operations of eBookers, which is also an online travel company based in Europe.  Along with this, she was also working with Japan Airlines which further adds to her experience in the travel industry.

5) Rashmi Sinha-SlideShare

SlideShare allows people to upload and access their presentations online.  While this feature is presently available everywhere, SlideShare was one of the first players in making this happen.  Rashmi Sinha was one of the founders of the presentation sharing platform SlideShare.  The company became so successful that in 2012, LinkedIn acquired the company for an amount of $100 million.

Let us know in the comments if you know any other wonderful women who have become leaders of their right or have started up and are doing extraordinary things.  We at Startup Stories wish a wonderful Women’s Day to all the women in the world who are changemakers.

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Why Are Ads On Digital Media Failing To Reach The Right Audience?



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If you are a regular user of social media platforms and also a fan of consuming content on the digital medium, then there is a very high likelihood that you have seen ads on pages you are reading or watching something.  There would be times when you have been targeted by an ad which feels like it was wrongly targeted at you.  Imagine if you are a vegetarian by choice and while browsing online, if you are targeted by a food delivery app which shows ads about chicken dishes.  The ad would only serve to spoil the mood of the online user instead of serving its actual purpose which is to push the user to buy a chicken dish.

These wrongly targeted ads might be the side effects of performance marketing or a weak brand marketing.  Performance marketing means advertising programs where advertisers pay only when a specific action occurs. These actions can include a generated lead, a sale, a click, and more.  Inshort, performance marketing is used to create highly targeted ads for a very specific target audience at a low cost.  Performance marketing usually means high volume for a very specific cost.  

Brand marketers on the other hand believe in narrowly defining target audiences but end up spending a lot of money on ad placements.  Gautam Mehra, CEO, Dentsu Programmatic India & CDO, Dentsu International Asia Pacific said, “You’ve defined a persona, you know the emotions you want to elicit, but then you buy a YouTube masthead and CricInfo sponsorships because IPL is up.  If brand advertisers look at audience-based buys more deeply than just placements, you will see more relevant ads (sic.)”  

ALSO READ: How Digital Marketing Is Impacted Due To The COVID-19 Pandemic

Performance marketing is more of a sales function rather than a marketing function and is about meeting the cost of acquisition.  This is a reason why budgets are usually high for performance marketing.  Mehra goes on to add, “the fact is that an engineer can out-beat FMCGs on performance marketing.  Advertisers who have cracked this are spending 10x and are on an ‘always on’ mode (unlike time-bound brand campaigns.)”

There is always the case of supply and demand, with the supply usually exceeding the demand on digital platforms.  Ultimately, it boils down to the choice between no ad versus low relevance ad and it is quite easy to guess that having a low relevance ad is better.  

Arvind R. P., Director – Marketing and Communications at McDonald’s India (West and South,) said “McDonalds’ for instance, has seen its share of spends on digital grow from 20% levels a couple of years back to over 40% at present.  Outcomes of this journey have been encouraging, proven by our media-mix-modelling and other key metrics.  We have seen best results from an optimal mix of Television plus digital (sic.)”  Moreover, Arvind also believes performance marketing only approach could turn out to be more suited to short term, versus a more consistent full funnel effort.  The latter ensures adequate emphasis on building consideration, as well as growing transactions.  Arvind feels digital is a complex medium which needs investment in the right talent who could use the right tools.  Brands which underestimate the need for the investment are often disappointed from the return on investment from the digital medium.

With the constantly changing consumer dynamics marketers are now shifting to unscripted marketing which frankly needs more insights into the consumer mindset.  The lack of marketers to do the proper research is why digital medium is plagued with irrelevant ads.

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From Unicorn To Bankruptcy; Knotel Bears The Brunt Of COVID-19 Pandemic



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It is no secret that in the fast paced world of startups, fortunes can change at the snap of fingers.  Sometimes startups tend to scale so quickly that they become unicorns and sometimes the fortunes reverse so quickly that a startup can immediately go bankrupt from being a unicorn.  The latter was the case for an American property technology startup Knotel, who are now bankrupt due to the disruptions by the COVID-19 pandemic.  

Knotel is a property technology company quite similar to WeWork.  Knotel designed, built and ran custom headquarters for companies which It manages the spaces with ‘flexible’ terms.  Knotel does a mix of direct leases and revenue sharing deals.  Knotel marketed its offering as ‘headquarters as a service’ or a flexible office space which could be customized for each tenant while also growing or shrinking as needed. For the revenue-share agreements, Knotel solicits clients, builds out offices, and manages properties, and shares the rent paid to it by the client with the landlord.  This model is the majority revenue generator for Knotel.

In March 2020, just before the COVID-19 pandemic unleashed its economic destruction on the world, Knotel was valued at $ 1.6 billion.  What is even more interesting is Knotel raised $ 400 million in Series C funding in August 2019 which led to its unicorn status.  However, with the COVId-19 pandemic and its consequent lockdowns and curfews by various governments across the world, startups and businesses shifted to a remote working model.  This in turn led to startups pulling out of Knotel properties to cut down on working costs.  

ALSO READ: Quibi : Startup With A Billion Dollar Launch To Shutting Down All In Six Months

In late March 2020, according to Forbes, Knotel laid off 30% of its workforce and furloughed another 20%, due to the impact of the coronavirus.  It was at this point that Knotel was valued at $ 1.6 billion.  The company had started the year with about 500 employees.  By the third week of March,Knotel had a headcount of 400.  With the cuts, about 200 employees remained with the other 200 having either lost their jobs or on unpaid leave, according to Forbes. 

In 2021, Knotel filed for bankruptcy and agreed to sell its assets to Newmark, one of their investors for a total of $ 70 million dollars.  As work culture is still undergoing changes as a consequence of the COVID-19 pandemic and with many companies realising that remote work model saves costs and improves work efficiency, the flexible workspace sector would continue to face challenges.  Knotel is just the tip of the iceberg and is a warning call for the flexible working spaces industry.

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