Crescendo Speak Gives Social Media Campaigns A Viral Push

By: Natasha Mahesh, 2017-01-06 11:20:53.0Category:  Personalities
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Swati Paliwal grew up in a simple middle class family where education is given prime importance.  She did her schooling from Loreto Convent, Lucknow followed by Physics (Hons) from Delhi University & MBA from Symbiosis, Pune. Later on, she did a course from Digital Vidya and started freelancing as a digital marketing consultant. During the course of digital marketing field for smaller clients she saw sharp decline in content penetration on social media. Unless you pay heavily or one of those lucky ones that social media graces with its rare blessing of virality, there is not much that is out there for smaller players to leverage. Hence she founded CresendoSPeak, an online platform for people to amplify their message over the social media. It allows you to share content with unlimited people by using the crowd network around you. 

Tell us a bit about yourself?
I come from a simple middle class family where education is given prime importance. My father is in government service and my mother is a housewife. I have a younger sister and being a family of 2 girls my mother was often taunted but she never let anything affect her and dedicated herself completely to give us the best possible education. I did my schooling from Loreto Convent, Lucknow followed by Physics (Hons) from Delhi University & MBA from Symbiosis, Pune.
As my father was in govt service he got transferred almost every 4-5 years and hence my sister and me had to change schools quiet often. This continuous change in our overall lifestyle has made me a very flexible & extrovert person who can adapt herself to any situation and make the best out of it.

How did you start your career and where are you now?
I started my career in Idea cellular Ltd. in postpaid retail sales. I joined post my MBA from SCMHRD in sales. I later shifted to the marketing division and handled the data/internet department for Karnataka circle. Post that I shifted to Flipkart in its marketing department. I left Flipkart for marriage and shifted to Ludhiana, a city that did not have any job opportunity for my caliber. But from my experience in Flipkart I knew that I wanted to grow my career in the field of digital marketing. I did a course from Digital Vidya and then started freelancing as a digital marketing consultant. CresecndoSPeak was also conceptualized and actualized during this period only. Currently I have a diverse portfolio of clients from various fields and geographies.

How did you get your idea or concept for the business?
CresendoSPeak is an online platform for people to amplify their message over the social media. It allows you to share content with unlimited people by using the crowd network around you. During the course of my working in digital marketing field for smaller clients, I was seeing the sharp decline in content penetration on social media. Unless you pay heavily or one of those lucky ones that social media graces with its rare blessing of virality, there is not much that is out there for smaller players to leverage. Hence the startup was born. 

What isunique about your business?
It is the first of its kind platform in the Indian market. It is currently free and can be used by anyone big or small to give their content that much needed boost in the social media. It makes your immediate circle your influencers and ambassadors. The unique thing about my product is the product itself.

What service do you offer?
Ours is an online platform, which provides the service of amplification of one's message over social media leveraging their existing crowd network and making them their influencers. 

How do you advertise your business?
Our main source of advertisement has been through putting up stalls in start up events. We have also done numerous partnerships as Outreach partners for prestigious events like Tipping Point, TIE Global Summit, TedX TughlaqRd etc. Our users have also been an awesome source of advertisement as we have had a great referral rate. 


To what do you attribute your success?

I think terming it as a success will be a bit premature. The journey has just gotten started. But we have reached this favorable point because of the great level of understanding, cooperation and work division between the co founders. Also, an ethical and customer centric outlook has allowed us to have happy and repeat users of an easy-to-use and user friendly product. 

Do you have exposure in working in other cities or countries other than Delhi-NCR?

For the last two years post my marriage I was living in Ludhiana actually. It is my husband's hometown to which he had to shift to for personal reasons. In fact we have just shifted our base to Gurgaon to grow the business. Before my marriage I have lived in Lucknow, Delhi, Pune, Mumbai and Bangalore, so yes, I have experience aplenty in other ciies than Delhi-NCR (not in other countries though)


What are the obstacles did you face in your venture?

This being my first startup in earnest, I faced the challenge that any fledgling business would face. Right from the selection of UI developers (have gotten burnt once on this) to formulating the entire thing and getting it devleoped. Keeping the cost manageable and bootstrapping it out of my own pocket was another issue. Also, my digital marketing freelance was also budding at the time so I had to work real long hours to balance everything out. 

What are the challenges you face being a female entrepreneur?

  To be very frank there has not been many challenges that I have faced as an entrepreneur that were sexist in nature. But that can be attributed to the two factors that are generally the source of great difficulty to fellow women entrepreneurs. One being support of husband and family and I have been blessed by brilliant support and encouragement from all my near ones. (My husband and I share all family responsibility equally). And the second I believe that being a tech product dealing with online marketing, this field has a lower strata of sexist narrow mindedness.  There were times that I got raised eyebrows being a woman founder for a tech driven product but my knowledge about my field always managed to turn the shock into appreciation. 

What are your strengths and weakness?

 I can't admit defeat when there is a problem to be solved. I just can't leave something undone once I start. I also believe my marketing acumen to be my strength along with innovating with new ideas and strategies to achieve an objective. I am a great believer of the saying "What does not kill you makes you stronger" and hence I have never in my life shied away from hardwork. I am extrovert, a meticulous planner and like I mentioned earlier I can quickly adapt to any situation or surrounding easily. And my weakness is Pertaining to startup and running my own venture I believe I still need to grow strong mentally with the ups and downs and the variance that is inherent in running your own venture. Reaching this stage has been a great learning curve but with all the things that I foresee in the future for my company, I know that I have a long way to go still.

Do you have any regrets while pursuing your venture?


Regrets stemming from my venture no. I have loved working on it and growing it. I just wish I could have given it more till now as there have been personal compromises that I have made. But broadly there have been no regrets. 

Do you think you have been successful in your venture?

Like I said before, it is still a bit pre mature in the journey to start using the worlds like success. We are a new venture that is still growing. Currently I am not analyzing it on the metric of success and failure but only growth and I would want to keep it growing till the answer to your question is automatically answered; not by me but by the users of the site themselves. 

If you had one piece of advice to someone just starting out, what would it be?

Neither be swept by the wave of startup and start something for the heck of it, nor be troubled by people saying that everyone is doing a startup and you shouldn't do it. Find something that you love working on, treat your business as a proper business, don't take shortcuts, and work ethically to grow a long term sustainable business rather than a fad of passing time. And always talk to people with an open mind and keep on learning.

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