Abstract  

The caselet on Practo elucidates the business model of a matching platform, one that matches the users on one side (clinics) with those on the other side (patients). The case elaborates on the business model, and elucidates why a combination of the SaaS offering (Practo Ray) and the platform business model (Practo.com) is essential to the sustainability of the business model. Key issues for discussion using this caselet in conjunction with the BharatMatrimony.com case and the Just Dial caselet include sustainability of matching platform business models and identification of the specific industry conditions where such business models could be extended (and where it could not be).

Learning Objective  

This caselet is intended to be used in the IIMB courses on Strategies for Platform-Mediated Networks (SPMN), in conjunction with the BharatMatrimony.com case and Just Dial caselet. The Practo case presents a variation of the BharatMatrimony business model. Practo connects patients with doctors (independent medical practitioners), and is characterized by different willingness-to-pay (WTP) across the two sides.

1. To introduce three different types of platforms – matching platforms, transaction platforms, and info-mediation platforms.
2. To highlight the key characteristics of matching platform business models, and which contexts could one extend to build similar matching platform business models (and where one could not).