S3A Groups
A relentless pursuit of innovation and adaptability characterizes the entrepreneurial landscape. As businesses navigate complex market dynamics, those that successfully diversify their operations often emerge as industry leaders. One such pioneer is S3A Groups, a conglomerate with a diverse portfolio spanning education, publishing and tourism.
At the helm of this multifaceted enterprise is Dr. Sumandiran CSP, a visionary entrepreneur whose journey from academia to business has been nothing short of inspiring. With a keen eye for opportunity and an unwavering commitment to excellence, Dr. Sumandiran has transformed S3A Groups into a thriving enterprise that delivers value to multiple stakeholders. And it’s been a testament to his entrepreneurial acumen.
From its inception, S3A Groups has focused on building strong foundations based on trust, transparency, and customer-centricity. With a portfolio encompassing diverse sectors, the company has demonstrated a remarkable ability to identify market gaps and create innovative solutions.
In this exclusive interview, Dr. Sumandiran CSP shares his entrepreneurial journey, the challenges faced, and the strategies employed to build a successful and diversified business empire. Discover the secrets behind S3A Groups’ success and gain insights into the mind of a visionary entrepreneur. Stay tuned for an exclusive interview with Dr. Sumandiran CSP in our “Company in Focus 2024” edition.
Tycoon Insights: What sparked your entrepreneurial journey? What compelled you to uproot yourself from the security and stability of a typical career to establish your own business?
“I knew there was a better way” has always been the simple answer, but the genuine answer requires a little bit more detail than that. Six years ago, in December 2018, I realized that my previous “academic” employment was bound to give up, just like every other academician does. This realization drove me to begin my career as an entrepreneur. Within the realm of academic-related arenas, I was aware that there was a more effective method to generate economic development that was both strategic and sustainable.
My goal was to broaden the scope of my academic expertise, which I had acquired over two decades, by incorporating academic process innovation through research and training. After gaining experience in developing my organizations from the ground up, I decided to put that experience to use by offering my skills in all aspects of academics and the fields that are related to it.
Tycoon Insights: How did you transition from an academic background to becoming a multifaceted entrepreneur with ventures spanning education, publishing, and tourism?
I had tried working as a freelancer in the past, but it was never manageable. Towards the end of December 2021, I established my first firm, which was called ACADENTS (Academic Events). Its sole focus was on academic events, and it collaborated with other academic institutions that shared similar but distinct backgrounds to disseminate information about research through training, seminars, and workshops.
In the year 2022, I discovered that there had been a gap in the field of academic research in the field of research publication, which led to the establishment of SARJ Press (OPC) Private Limited. The publication office for this organization is located in the United Kingdom, and we are currently in the process of publishing research through research journals tailored to the needs of researchers.
My portfolio has been broadened by allowing me to enter the caravan tourism industry through Anakshh Holidays, which is the first company of its kind in the state of Tamil Nadu. In general, film personalities have been the ones to employ caravans, and the average individual was not able to make use of them. I purchased these caravans for the sole purpose of tourism after observing the sudden enthusiasm that people have shown in going on camping trips and hiking to locations that have not been visited before. At the moment, we have approximately five caravans that are equipped with all of the conveniences for tourism.
Through my Anakshh Academy for Career Excellence and Anakshh Community College, which is approved by the National Development Agency and sponsored by the Planning Commission of the Government of India, I have also ventured into the field of vocational education. These institutions provide diploma courses in a variety of fields intending to promote national sufficiency, build up the community, and alleviate the privations and hardships of less privileged sections of the population.
As of right now, S3A Groups is engaged in five different registered business operations.
Tycoon Insights: What are the key advantages you’ve experienced as an entrepreneur?
At long last, the freedom that comes with being the boss is unparalleled. When you have independence, you can choose your schedule, and you are not required to answer to everyone and everything. You will also enjoy the satisfaction of being able to make decisions independently of others. Getting a business off the ground can be a dangerous endeavor, but one that comes with numerous advantages.
Tycoon Insights: What were the initial challenges faced by your business?
Being an entrepreneur who has the notion of scaling a firm can be difficult owing to several factors, including restricted access to growth financing, operational scalability, and market saturation. Every stage of the journey that is a startup is going to have its fair share of difficulties.
Initial enterprises that are just getting started confront a variety of obstacles. The growth of a company brings about a variety of challenges and opportunities, each of which calls for a unique answer. A strategy that was successful a year ago may not be the most effective one now. All too frequently, mistakes that could have been avoided convert a business that had the potential to be successful into an average business.
Your company must recognize and overcome the usual problems connected with expansion if you want it to continue to expand and thrive in the future. It is of the utmost importance that you make certain that the actions you take today do not in any way contribute to the development of more issues in the future. If you have strong leadership, you will be able to maximize the opportunities that are presented to you, which will result in long-term sustainable growth.
I was able to maintain my concentration during my critical days, and it is finally paying off. According to the adage that says, “I have miles to go before I sleep,” my journey as an entrepreneur is similar to the expression, “I don’t feel like I’ve accomplished enough.”
The process of changing the sales and marketing plans so that they are tailored to the requirements and preferences of each customer is a challenge at every stage. Starting at the bottom of the “J” curve, which is the point at which morale is at its lowest point, I required the employees to work with dedication and satisfaction to reap the advantages as they arise.
Tycoon Insights: How do S3A Groups build and maintain uniqueness and trust with their clients, and what role does transparency play in this process?
For me, two of the most important principles are honesty and transparency. Overpromising, underdelivering, and establishing false notions about my company in the minds of our customers through clever marketing and advertising are all things that I do not believe in. As a group, we put in a lot of effort to make sure that we deliver on what we offer.
By placing a strong emphasis on providing an exceptional client experience at every touchpoint, S3A Groups has been able to successfully leave a lasting impact. The utilization of this strategy has proven to be extremely helpful in establishing robust emotional relationships with prospective clients. Our company recognizes the significance of personalization in the current market, and we have embraced this concept by offering experiences that are tailored to the individual.
The degree of particular attention and care provided to consumers has resulted in increased customer satisfaction and a strong sense of belonging among our clientele. Brands owned by S3A Group have been successful in making significant contributions to the industry. The delivery of exceptional experiences to the customer is the driving force behind these advances in the future.
Telling the story of our brand in a way that is congruent with the things that are important to our customers is a significant component of what we do. Our customers have expressed satisfaction and loyalty to our brand as a result of this personal touch.
To properly promote its endeavors, offers, and services, the brand has managed to successfully employ several different marketing activities and tactics. Through the use of digital solutions, S3A Groups is working toward the goal of redefining the educational outsourcing process. Over the next few years, it intends to establish itself as a major provider of educationally innovative digital and technology services. During the next few months, the primary focus will be on expanding its product offerings to meet the increasing requirements of research across all fields and the requirements of customers all over the world.
The ambitious goals of S3A Group include expanding into new markets to dramatically broaden its operations’ scope. The strategic growth that is being implemented is a component of a larger strategy to expand its footprint and offer solutions to an even greater number of enterprises.
Tycoon Insights: How did you make a mark in the industry and the hearts of the customers?
One thing that I have learned from my experience as an entrepreneur is that you should not chase after the most recent trend or platform, whether it be social networking, customer relationship management, or something else. Prioritize the demands of your customers and how you might fulfill those needs. If your company is truly focused on the needs of its customers, then you should think about ways to simplify their lives and provide solutions to the challenges they face. To accomplish this, it is necessary to listen with an open mind and to be willing to integrate their comments rather than simply respond with your solution.
If you want to win the hearts of your consumers, one of the most effective ways to do so is to provide them with individualized experiences every time they connect with your company. Through the use of personalization, you can provide customers with an experience that is wholly genuine and unique to them. This will assist in strengthening their loyalty to your business and encourage them to visit you and suggest you to their friends and family.
In addition to reminding my staff members of this fact, I also remind them that the sale is not the final stage of your partnership. You have a responsibility to maintain that relationship. Because of a certain reason, your customers come to you. Continuously provide them with the same justification over and over again.
As an entrepreneur, I am convinced that I must communicate in the language of my customers. Identifying the problem is merely step one; talking about it in a way that resonates with my customer—there’s where the true magic happens. When you speak in a straightforward manner and with a personal touch, you acquire the trust of your customers and make them feel recognized and valued.
Tycoon Insights: What were the most effective marketing initiatives or programs you used to promote your brand and services?
In the realm of digital marketing, we have found that our channels are the most successful. We put a significant amount of emphasis on organic search, and we also make investments in paid search, Facebook, LinkedIn, and other platforms. We have established ourselves as a digital-first brand from the very beginning, and we allocate 75 percent of our marketing resources to digital media.
The purpose of our brand marketing campaigns is to advance the brand narrative of good aging, as well as to receive a positive response and to assist us in achieving high scores in brand key performance indicators (KPIs) such as preference, awareness, and so on, while simultaneously increasing the exposure of the brand of various organizations.
Tycoon Insights: How did you create a happy workplace? What is the key to cultivating a positive and surreal work culture at S3A Groups, and what role does employee empathy play in this?
Since it begins with the assumption that, as an entrepreneur, I am responsible for winning the hearts of my employees, this is an excellent component. Quite a few entrepreneurs of new businesses, to tell you the truth, are not concerned with garnering the affection of their workforce.
This meant that the first thing I needed to do was make a shift in both my thoughts and attitude. For my company to see sustained growth and success, I needed to win the hearts of my employees. An employee who is filled with compassion will speak highly about your company, will be more receptive to repeat business, and will be significantly more open to forgiveness and generosity when mistakes are made.
The phrase does not suggest that I should physically interact with my employees; rather, it means that I should make certain that I provide the employee with the right technology and then celebrate with them when they get to their destination.
I indeed exhibit empathy! At S3A It is crucial to treat every employee as if they were the most important person with whom you will be communicating on that particular day. When I connect with people, I make an effort to personalize my relationships with them, and I look out for their best interests in their business. Even though it may seem like a daunting task, there is actually a pretty simple way to win over an employee to your side.
Tycoon Insights: What are the future plans connected with the S3A Groups?
For the time being, S3A Group is continuing to concentrate on SARJ Press (OPC) Private Limited and the educational institutions that it administers. On the other hand, our staff is keeping a close watch on the developments that are occurring in the tourism industry, particularly in the caravan tourism sector. Business plans developed by S3A Group continue to be adaptable enough to allow for portfolio expansion if an opportunity presents itself.
Although Anakshh Holidays is still in its infancy, we have a comprehensive plan to improve its features in both a horizontal and vertical direction to meet customer demand. When it comes to making improvements that will improve the overall customer experience, the organization is eagerly listening to feedback from customers.
The publication business, on the other hand, intends to reexamine and improve the excellent features that are already available. We want to implement some of these enhancements by the end of the year 2024, which will allow us to fulfill our pledge to provide the researchers with the greatest possible experience.
SARJ Press and its educational institutions will continue to deliver innovations regularly, which will bring considerable value to customers and students. S3A Groups is extremely thrilled about the growth potential that will be available for the following year. Additionally, S3A Groups is dedicated to ensuring that the team continues to grow and improve their skills.
In addition, S3A Groups is actively involved in mentoring, searching for possibilities to equip students with business skills, and making plans to give back to the community and industry in a more significant way.
Tycoon Insights: What advice would you give to young budding entrepreneurs based on your experiences?
Our most effective instrument available to us as a sector is honest listening. Open listening gives one the time to spot possibilities and answers. Though it is difficult, sales are among the most fulfilling professions one might choose. If you are driven, passionate, and tenacious both personally and professionally, this field will greatly honor you.
First and most important is integrity. Your reputation is the one item you possess more valuable than money. You lose money; you can still play the game. Not so, should you lose your reputation. From fantasy to reality, translate your company idea.
Starting your own company is difficult, but all benefits come with some risks. Though their motivations vary and are usually personal, entrepreneurs have one thing in common regardless of the sector they operate in. Their paths in business begin with a passion for something. It is well worth the time and effort to realize your business idea if your heart is totally in it.
