DigiCrux is an end to end Digital Media solutions agency which provides video production and integrated marketing solution services to their clients. Covering the digital requirements of their customers, they are a one stop shop for managing their creative needs and delivering quality results. In an exclusive conversation with Business2Business, Dhruv Soni, Co-Founder & Creative Director and Qamber Masjide, Co-Founder & Business Head of DigiCrux share with us their journey and everything about their start-up:
The entrepreneurial leap: The Co-Founder’s share, “When we decided to start on our own, we both were at a stage in our lives that we were no longer happy to work for anyone else. We had the experience, drive and some really cool ideas to share, but no one was giving us an opportunity to showcase our skills. The need to express our creativity had outgrown the cocoon of job security and so it was time to take the leap of faith and start on our own. Besides our family, our customers with whom we had built an excellent rapport over the years when we were employed, supported us tremendously in getting started. It may sound cliché, but we were literally living the plot of the movie Rocket Singh.”
USP’s of DigiCrux: “Quality output on the client’s budget, delivered within the client’s promised timeline are the top two which come to our mind,” share the Co-Founder’s. They add, “We are highly adept at working with medium and large brands. Our expertise is providing the best solution or rather solutions that seamlessly deliver on your marketing and business needs.”
Differentiation from the competitors: Sharing more on why DigiCrux is different from the competitors, the Co-Founder’s share, “We don’t believe in being ‘Jack of all Trades and Master of None’. Most of the agencies that we’ve observed claim to be omnipotent in all there is to do in the field of marketing. We stick to our strength and work on a holistic approach to clients who are seeking digital solutions. For instance, if someone is looking to make a Corporate AV, but does not have a decent website to showcase the video or does not have a sound social media strategy; then we suggest a combined package of these services. Once the client sees the holistic view of the end result that we are trying to achieve for them and gives us the go ahead; we proceed with the plan.”
National and global presence: “We’ve just begun and are steadily working towards the goal of having a national and global presence one day. We look forward to answering this question with more gusto in a few years’ time. Fingers Crossed!,” share the Co-Founder’s.
Expansion plans: “Currently we are operating within Mumbai as we prefer to meet our client’s one on one. We don’t believe in doing business over the phone or via e-mails. The current expansion plan is to approach small medium enterprises within Mumbai who are looking to have a web presence for their business, but don’t know how to go about achieving that goal. Delhi, Bengaluru, Pune, Surat, Ahmedabad are on our radar by the end of this year,” say the Co-Founder’s.
Funding and Team size: The Co-founder’s share, “We are a bootstrapped startup with a team of 12.”
Working model: Sharing more on the working model, the Co-Founder’s share, “Besides having an in house team to deliver the range of services that we offer; we have also established an excellent networking model where if need be, we barter our services to get the job done. It’s amazing how well this model still works. Demonetization truly showcased the power of barter services. This has enabled us to deliver on projects within client’s budget and also scale up if a particular project requires additional hands on deck.”
Growth in numbers: “Our first year in business is yet to be completed and we have already achieved the dreaded break-even threshold. Moreover, the biggest milestone that we have achieved is to successfully be able to convert those clients whom we had served in the past when we were employed in the service industry into approaching us for their digital solution work.”
Gained inspiration from: “The book ‘LINCHPIN’ – A masterpiece by the great author Seth Godin and of-course the movie ‘Rocket Singh- Salesman of the Year’. It’s the Bollywood’s answer to epic Hollywood films like Boiler Room, Pursuit of Happyness,” share the Co-Founder’s.
The Indian start-up scenario: The Co-Founder’s say, “Here's to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in the square holes. The ones who see things differently. They're not fond of rules. And they have no respect for the status quo. You can quote them, disagree with them, glorify or vilify them. About the only thing you can't do is ignore them, because they change things. They push the human race forward, and while some may see them as the crazy ones, we see genius because the people who are crazy enough to think they can change the world, are the ones who do,” share the Co-Founder’s.
They add, “The following quote of the late and great Steve Jobs has been more successful in being branded and pasted on the walls as part of the décor of Indian start-up offices than the actual success of their business. The economy is in its worst employment phase and to try and incubate a start-up business without a long term strategy is a lost cause. Instant gratification that start-up’s seek with a ‘SERIES A’ funding is the calm before the Investor’s storm which hits them hard in the subsequent year. By the time the second year begins; Startup’s without a long term gestation plan find themselves in a limbo trying to justify customer acquisition conversion numbers to their hungry investors. Survival becomes the key and that is when heads roll and people are laid off at all levels. Very few are able to recover from this blow and most of them shut shop.”
Advice for entrepreneurs: “When bootstrapped, Adapt; Improvise; Overcome; but never ever compromise on the quality of your product. Your client’s satisfaction will get you more business. It’s that simple. Also, our advice to start-up’s would be to save the initial funding for developing a sound marketing strategy and work on a sincere profit sharing model among the people you work with. Hire less people, but with credible quality skills. Most importantly work with only those people who share the same passion and drive that you have for your business.”