Businesses and companies that operate via e-commerce platforms might have it harder than ever, with competition coming from all sides and from within. In a world where e-commerce is becoming more ubiquitous, succeeding in creating and developing a company is hard.
But that didn’t stop Prakash Veenam from growing Maternova to greater heights as their CEO, even during the tumultuous global pandemic.
But what is Maternova? It is an e-commerce company focused on providing innovative medical technology specifically to expecting mothers and newborn children to improve their health and well-being. Veenam attributes its overarching success to its focus on its main mission.
“Everything we did, every decision I made, all the work our teams completed. We did it all with specific goals in mind,” he says, “We wanted to impact the lives of women and children positively. And we did.”
Indeed, since 2015, Maternova has positively impacted over 1.2 million expecting women and younger children across the globe.
Veenam also discusses what a business must offer to succeed in being solely focused on e-commerce.
“The first thing you must remember is that e-commerce is just another type of business. Don’t lose sight of the basics — the underlying strategies for running and growing any business.”
Veenam then expands upon the need to focus within the company itself. What are its core tenets and market size, and what strategies must be employed to achieve its goals, both short-term and long-term?
“Ask yourself: is your technology up to date? Are those you have hired efficient and competent? Do they have the right skills? It may seem simple, but the small moving parts make the whole process run smoothly. It will help you understand a company’s limitations and how, if ever, you could overcome them.”
Once the checklist of basic business strategies is complete, the more focused requirements for an e-commerce-based company come into play.
“Your online platform is your company’s core,” Veenam explains, “Maternova already had that. I focused on CRM and SEO to make the platform more efficient.”
CRM, aka customer relationship management, allowed Maternova to connect with customers in various regions globally, even ones so remote that getting there physically would be difficult.
By partnering with professional CRM teams, Maternova could connect with medical experts. Known in the CRM world as KOLs (Key Opinion Leaders), these experts had a strong voice in online spaces.
“They told customer bases from various cultures and countries about Maternova and our mission,” Veenam says, “They became our local eyes on the ground and led potential customers to our website.”
SEO, aka search engine optimization, is now a key part of web design. Veenam talks about making Maternova’s platform more robust and interactive to customers.
“We also needed to ensure our platform came up during customers’ web searches. And the contents needed to be available in their language.”
Veenam says there are other aspects he found most helpful while running Maternova.
The first is the supply chain, from choosing products, partnering with vendors, and finding the right distributors. The process is important to focus on.
“First, find the right vendors to provide cutting-edge innovative products on one side of the supply chain. The products must also cater to your specific vision and mission. On the other side of the supply chain are the distributors. What are your company’s ethics and morals? Do these distributors share them? It’s a lot to keep track of, but a requirement.”
As someone who now works for the world’s largest e-commerce retailer, Amazon, Veenam certainly knows what he’s talking about. If you’re still figuring out your e-commerce goals, Veenam’s advice is the one to listen to.
Disclaimer: This content is for informational purposes only and is not intended as medical advice, nor does it replace professional medical expertise or treatment. If you have any concerns or questions about your health, always consult with a physician or other healthcare professional.
