A common-sense, business rule of thumb is that companies need to increase their sales and marketing muscle to acquire new customers. However, adding an extensive sales and marketing team comes at its own cost. Also, many startups find it difficult to scale their business. One of the key reasons for this is that a startup’s technology does not exist in a vacuum. It needs to integrate within the customer’s landscape.
At TCS, thanks to our contextual knowledge of our customers’ business, technology, and process landscape, we work with a cohesive network of startup partners to support them across the project lifecycle phases–consulting, project management, deployment, and post-sales support. All of this is done as part of a fluid ecosystem-led program called TCS Co-innovation Network (TCS COIN™).
TCS COIN was established in 2006 with an aim to identify and bring in the best-of-breed technology available in the startup ecosystem and solve our customers’ challenges. In the last 15 years, we have created a seamless and expansive system via COIN to not only drive rapid innovation with our startup partners, but also scale these innovations.
How COIN helps startups scale
COIN constantly scans for innovative startups across leading innovation ecosystems such as Toronto, Silicon Valley, London, Amsterdam, Pittsburgh, Paris, India, and Singapore. We understand a startup’s strengths and weaknesses and have built a synergistic partnership approach keeping both these elements in mind.
Our sales and innovation channels act as an extended marketing channel for our startup partners. Leveraging the power of COIN, many of our startups have scaled across industries such as banking, insurance, manufacturing, and retail. As a focused program, COIN Business Accelerator is a high-touch intensive interaction with a select set of startups for a period of one year.