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MyGate: Balancing a Multisided Platform ...

Mukherjee, Saral, ...

Case

MyGate: Balancing a Multisided Platform for Gated Communities

Mukherjee, Saral; Meghrajani, Indra

IIMA-PROD0333 | Published March 30, 2023 | 22 pages Case

Collection: Indian Institute of Management, Ahmedabad

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Product Overview
Learning Objectives

MyGate started its journey in 2016 as a gate management system for gated societies but soon evolved into a multi-sided platform offering solutions to the residents' day-to-day needs via the company's mobile application. Residents could approve entry and exit of visitors, search for local service providers like maids, carpenters, plumbers, etc., purchase groceries and a variety of FMCG and consumer durables, engage in group buying, list their properties for sale or rent and engage in peer-to-peer trade. The case highlights the challenges faced by co-founders in balancing the different expectations of stakeholders. As a gate management software, MyGate needed to balance between the security of the residents and the convenience of residents, visitors and service providers. As a communication medium for brands to reach consumers, MyGate needed to balance the frequency and placement of advertisements so that residents would not be irritated while the platform earned revenue for enabling the brands to reach target segments in specific locations. As a gatekeeper, MyGate needed to balance the privacy requirements of residents and the wish of brands to craft more meaningful messages for their target segments. In January 2022, MyGate was yet to turn profitable and needed to balance the objectives of monetisation and expansion of product offerings' geographic footprint. At the core of these dilemmas was the need to balance the current and future profits of a startup which relied on investor funds for survival.

To identify the value proposition offered by a platform to its various users. To understand the sources of profitability for a platform business. Understand the challenges and opportunities for a platform to operate as a gatekeeper for brands and service providers. To understand the need to balance the different expectations of stakeholders in a multi-sided platform business.