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Scaling up a Startup iKure’s People and Organizational Challenges

ORGANIZATIONAL BEHAVIOR
ET Cases, 33.20 minutes
PUBLISHED DATE: 17/02/2015

Teaching Note Preview

Scaling up a Startup iKure’s People and Organizational Challenges

Synopsis

This Case Brief is suitable for introducing the Organizational Behavior course, especially in a 2-year MBA program. It introduces some of the main aspects of Organizational Behavior while capturing the dilemmas faced and likely to be faced by Sujay Santra (Sujay), Founder-CEO of iKure Techsoft (P) Ltd. The dilemmas include those on attitudes and job satisfaction, motivation, team building, organizational structure and organizational culture. The solutions to the dilemmas are unique as iKure is a social enterprise startup. What kind of attitude is required to work in a rural healthcare startup? How to maintain the startup culture 10 years down the line? These are some of the questions to which this Case Brief seeks answers. While trying to find appropriate solutions to the dilemmas being faced or likely to be faced by iKure, the Case Brief helps understand some of the basic concepts in Organizational Behavior course.

Prerequisite Conceptual Understanding

Prerequisite Conceptual Understanding (PCU) material is the mandatory background material that would aid immensely in mapping the decision areas of this case brief and bring a synthesis amongst the relevant concepts. The participants/students should be encouraged to read the following material to benefit from the broader perspectives outlined in the case brief:

• Stephen P. Robbins, et al., “Attitudes and Job Satisfaction”, Organizational Behavior, 15th Edition, Dorling Kindersley (India) Pvt. Ltd., 2013 – To understand job satisfaction as one of the major job attitudes


• Stephen P. Robbins, et al., “Motivation Concepts”, Organizational Behavior, 15th Edition, Dorling Kindersley (India) Pvt. Ltd., 2013 – To have an understanding of the various theories of motivation


• Stephen P. Robbins, et al., “Understanding Work Teams”, Organizational Behavior, 15th Edition, Dorling Kindersley (India) Pvt. Ltd., 2013 – To understand how organizations can create team players


• Stephen P. Robbins, et al., “Foundations of Organization Structure”, Organizational Behavior, 15th Edition, Dorling Kindersley (India) Pvt. Ltd., 2013 – To learn about the six elements of an organization’s structure


• Stephen P. Robbins, et al., “Organizational Culture”, Organizational Behavior, 15th Edition Dorling Kindersley (India) Pvt. Ltd., 2013 – To develop an understanding on how organizations can create and sustain organizational culture

Suggested Reading

• Thomas Eisenmann and Alison Berkley Wagonfeld, “Scaling a Startup: People and Organizational Issues”, Harvard Business School, February 23rd 2012 – To identify the important people and organizational challenges related to the scaling up of a startup

Expected Learning Outcomes

At the end of this Case Brief, the students/participants are expected to be conversant with:

• The importance and organizational implications of five critical components of Organizational Behavior course


• Sensitization to a social entrepreneurship startup’s formative challenges in getting sufficient traction from the team

Positioning/Case Setting

This Case Brief can be suitably used to introduce the Organizational Behavior Course either in MBA program, Executive MBA program or any module on Organizational Behavior.

Before the Classroom Discussion

The participants were asked to watch the related videos on iKure before coming for a discussion on the Case Brief, in www.etcases.com or in YouTube. The list of videos to be watched before the classroom discussion are:

a. iKure I – Interview with Sujay Santra, Founder & CEO, https://www.youtube.com/watch?v=G7ahhb0BZG8

b. iKure II – Social Enterprises and Impact Capital, https://www.youtube.com/watch?v=YkYow_eYkEc


c. iKure III – Interview with Startup Team, https://www.youtube.com/watch?v=ylvCEKuob8s


d. iKure IV – The Working of WHIMS, Wireless Health Incident Monitoring System, https://www.youtube.com/watch?v=p60KQ79imJA


e. iKure V – The Operationalization of iKure’s Rural Healthcare Centre (RHC), https://www.youtube.com/watch?v=Q7QPCN_dxW0

Watching the videos would help understand the nature of the startup and the circumstances under which the social enterprise startup is working, trying to bring out a positive change in the field of rural healthcare. This would sensitize the students to the dilemmas being faced or likely to be faced by the Founder-CEO in running his social enterprise and also in scaling it up in the future.

Most importantly, the students should be encouraged to understand the business model, the revenue model and its operating model. This would help them to see through all the five dilemmas posed by Sujay Santra more vividly and the students would be able to align with the organizational expectations.

During the Classroom Discussion

The classroom discussion on the Case Brief was quite interesting as the students had watched all the iKure videos and could relate to the points being discussed in the Case Brief. There was active class participation as the participants were divided into five Learning Teams (LTs) and were asked to make a presentation on one dilemma each.

Classroom Analysis and Discussion

The classroom analysis hovered around the five dilemmas discussed by Sujay in the Case Brief [Exhibit (TN)-I]. The participants engaged in an interesting discussion trying to find an apt solution to the Founder-CEO’s present and envisaged dilemmas. The first 10 minutes were spent to understand iKure’s business model, operating model and revenue model [Exhibit (TN)-II], [Exhibit (TN)-III] and [Exhibit (TN)-IV].

iKure’s Business Model, Operating Model and Revenue Model

Besieged and motivated by a personal tragedy, iKure Techsoft (P) Ltd. was conceptualized in 2009. It was formed in 2010 by Sujay Santra, a first generation entrepreneur. The company has its registered office in science and technology entrepreneur’s park at IIT Kharagpur.............

Product code: CASE BRIEF-4

Social Enterprise, Social Entrepreneurship, Social Enterprise Startup, iKURE, iKURE Techsoft Private Limited, Indian Rural Healthcare, Social Entrepreneurship In Indian Rural Healthcare, Social Entrepreneurship In India, Sujay Santra, ET CASES

Abstract

Ideally suited to introduce Organizational Behavior course, this Case Brief sensitizes the participants/students to the scope of purported intent of Organizational Behavior Course presented by iKure Founder and CEO, Sujay Santra. This Case Brief enables an appreciation of five of the most important aspects of organizational behavior course - Attitudes (Job Satisfaction), Motivation, Team Building, Organizational Structure and Organizational Culture. Being a very successful affordable-healthcare startup, located in Kolkata (operating in the remote villages of West Bengal, India), iKure's organizational challenges are quite intriguing and when these are interspersed with the composition of the team, the learning outcomes can be quite pronouncing.

Pedagogical Objectives

  • To construct the basic premises of Organizational Behavior Course through iKure's organizational startup challenges
  • To help iKure's Founder and CEO, Sujay Santra to resolve his dilemmas on having the perfect attitude for the progressive startup, motivating his startup team members, fostering comradeship amongst his startup team, designing the most appropriate organizational structure and creating a high-performance and purposeful organizational culture

Positioning and Setting

This case brief can be suitably used to introduce the Organizational Behavior Course either in MBA program, Executive MBA program or any of the five modules (Attitudes and Job Satisfaction, Motivation, Team Building, Organizational Structure and Organizational Culture) on Organizational Behavior.



This Case Pack Includes:
- Abstract
- Case Brief (Video Case Brief)
- Case Response (Video Case Response)
- Teaching Note
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