Toss Coin（TTC）首席執行官Reshma Budhia與聯合創始人兼董事總經理Jayan Narayanan開玩笑說，他們的12歲的營銷諮詢公司

2024年12月10日至12日，當Reshma在美國參加客戶會議時，TTC的9.17億盧比的IPO開盤了，並被超額認購1,025次

Twelve years after Reshma Budhia and Jayan Narayanan started Toss the Coin (TTC) as a marketing consultancy, they joked that it should be so good that it makes money even as they sleep. Well, in a way, that’s what happened.

Reshma Budhia和Jayan Narayanan開始將硬幣（TTC）作為營銷諮詢公司扔了十二年後，他們開玩笑說，它應該是如此的好，即使他們睡覺也可以賺錢。好吧，從某種意義上說，這就是發生的事情。

When Reshma was in the US for client meetings from December 10 to 12, TTC’s ₹9.17-crore IPO opened with a bang, was oversubscribed 1,025 times, and made history as the third most subscribed IPO on the BSE SME platform. It was listed on December 17 on the BSE at ₹345 against the issue price of ₹182, and quotes at around ₹380 at present. “It was surreal,” says Reshma.

當Reshma從12月10日至12日在美國舉行客戶會議時，TTC的9.17億盧比IPO爆炸開放，被超額認購1,025次，並將其作為BSE SME平台上第三大訂閱的IPO。它於12月17日在BSE上以345盧比的價格列出，價格為182盧比，目前報價約為380盧比。 “那是超現實的，”雷什瑪說。

There aren’t many full-suite marketing consultancies that have chosen the IPO route to raise funds. Founded in 2012 as a partnership between Jayan and Reshma, primarily as a B2B tech consultancy for marketing strategy, TTC’s services grew to include strategy and consulting, branding, content development, and digital campaigns. “Led by design thinking, our approach to strategy starts from deconstructing the buyer persona and building content relevant to their sales cycle,” says Reshma.

沒有太多的全套營銷諮詢公司選擇了IPO路線來籌集資金。 TTC的服務成立於2012年，主要是Jayan和Reshma之間的合作夥伴，主要是作為營銷策略的B2B Tech諮詢服務，包括戰略和諮詢，品牌開發，內容開發和數字活動。 Reshma說：“在設計思維的領導下，我們的戰略方法始於解構買方角色並構建與銷售週期相關的內容。”

Clocking ₹4.8 crore revenue in FY 23-24, the company looks to scale up its business with the IPO proceeds. It anticipates FY25 revenue of around $1 million (around ₹8.74 crore). As Jayan explains, the company needs to hire talented people from the IT industry and they are expensive. Also, as TTC expands, it’s looking to set up offices outside Chennai; it already has small teams operating in Bengaluru and Gurugram. “That’s a huge capex we would need. And the third plan is to scale up operations in the US, as that’s our largest market. We also plan to develop our own apps,” he says.

該公司以23-24財年的收入為4.8億盧比的收入，希望通過IPO收益擴大業務。它預計25財年的收入約為100萬美元（約87.4億盧比）。正如Jayan解釋的那樣，該公司需要雇用來自IT行業的才華橫溢的人，而且他們很昂貴。同樣，隨著TTC的擴展，它正在尋找欽奈以外的辦公室。它已經在班加羅爾和古魯拉姆（Gurugram）運營小型團隊。 “這是我們需要的巨大資本支出。第三個計劃是擴大美國的運營，因為這是我們最大的市場。我們還計劃開發自己的應用程序。”他說。

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From a partnership it became a private limited company, and now a public company with marquee clients.

從合作夥伴關係中，它成為一家私人有限公司，現在是與商標客戶的上市公司。

How it began

它是如何開始的

Jayan and Reshma were colleagues in IT firm CSS Corp in the early part of last decade. Jayan quit as he became bored with his corporate marketing job while Reshma, who was into content writing, quit a few months later to have a baby. Jayan connected with some of his old bosses to take up work ranging from client pitches to corporate overviews and graphic design. The early focus was on a B2B business model involving tech. In early 2013, Reshma teamed up with him.

Jayan和Reshma在上十年初是IT公司CSS Corp的同事。賈揚（Jayan）對他的公司營銷工作感到無聊，而雷什瑪（Reshma）則對內容寫作感到無聊，幾個月後就退出了孩子。 Jayan與他的一些舊老闆建立了聯繫，從而從客戶宣傳到公司概述和圖形設計，從而從事工作。早期的重點是涉及技術的B2B業務模型。 2013年初，Reshma與他合作。

As for the company name, Jayan insists the proverbial penny didn’t drop when he was tossing a coin, but rather he was looking for something with good recall. “The name has been one of the best decisions he made, for the recall it has, besides calling me into the business,” says Reshma with a laugh.

至於公司的名字，賈揚堅持說眾所周知的一分錢在扔硬幣時沒有掉落，而是在尋找有很好召回的東西。 Reshma笑著說：“這個名字一直是他做出的最好的決定之一，因為召回它，除了呼喚我從事業務。”

TTC’s business initially grew purely through references.

TTC的業務最初完全通過參考而增長。

One of the bigger corporate gigs for the fledgling company was with the Murugappa group, involving internal branding for its HR. “It was a great exposure to corporate life and we realised that marketers who understand technology as well as users’ journey is a rare combination. And we always valued what we brought to the table. We said we will not negotiate because it is our intellectual property. And that really created our brand, with people saying, ‘Toss the Coin doesn’t negotiate but then they deliver beyond expectations’,” says Reshma.

剛起步的公司的更大的公司演出之一是在Murugappa集團中，涉及內部品牌的人力資源。 “這是對企業生活的巨大曝光，我們意識到，了解技術和用戶旅程的營銷人員是一種罕見的組合。我們總是珍視我們帶來的東西。我們說我們不會談判，因為這是我們的知識產權。 Reshma說，這確實創造了我們的品牌，人們說：“扔硬幣沒有談判，但隨後交出了期望”。

Artisanal approach

手工方法

Ram Sellaratnam, Group CEO and MD, iBUS Networks, says his company found TTC through reference. “Ironically, TTC is itself a marketing and branding company and should have been visible through media. We were pleasantly surprised to learn that TTC’s growth is mainly through endorsements of customers. Its approach to executing projects is almost artisan-like. No pre-conceived templates or models. iBUS is a beneficiary of this curatory approach. Jayan and Reshma were incredibly patient even as we struggled to verbalise our vision and positioning of iBUS. TTC combines hard work, a humble approach and astute creativity,” Sellaratnam elaborates.

IBUS Networks集團首席執行官兼醫學博士Ram Sellaratnam說，他的公司通過參考找到了TTC。 “具有諷刺意味的是，TTC本身就是一家營銷和品牌公司，應該通過媒體可見。我們驚喜地得知TTC的增長主要是通過客戶的認可。它執行項目的方法幾乎像工匠一樣。沒有預先構想的模板或模型。 IBU是這種策劃方法的受益者。即使我們努力地言辭我們的Ibus的視野和定位，Jayan和Reshma也非常耐心。 TTC結合了艱苦的工作，一種謙虛的方法和精明的創造力，” Sellaratnam闡述道。

From 2018-19, TTC became more ‘corporatised’, hiring more people and moving offices while its varied client list expanded. It got its first funding from venture capitalist Gunavanth Kumar Vaid.

從2018 - 19年間，TTC變得更加“公司化”，僱用了更多的人並搬家，而其不同的客戶列表則擴大了。它從風險投資家Gunavanth Kumar Vaid那裡獲得了第一筆資金。

Its clients include iBUS Global (rebranding and serving as CMO office for marketing strategy and content); 3i Infotech (crafting brand and visual language for sub-brand NuRe); overseas start-ups like Gigasolv, Medyaan, Oasis Global (working on brand narrative, positioning, and go-

它的客戶包括IBUS Global（重塑和擔任CMO營銷策略和內容的CMO辦公室）； 3i Infotech（用於子品牌Nure的製作品牌和視覺語言）；諸如Gigasolv，Medyaan，Oasis Global之類的海外初創企業（從事品牌敘事，定位和Go-