You must be outta your God damn mind! 🧠💥

What do you do when s*** hits the fan mentally?

Author

Elton Coelho
July 27, 2024 • Estimated Reading Time: 9 minutes

When I interviewed Mani, he reminded me of a cockroach; well, his startup did :) 

Along with his partner Shweta, Mani created MindClan to serve people suffering from mental health ailments.

His scrappiness and perseverance in building MindClan was inspiring. He refused to be stamped out despite stiff competition from startups with deep pockets. Just like a cockroach! (Cockroach startups are a real thing btw, I’m not being facetious ;)

In 2019, WHO reported that 1 in 8 people globally were living with a mental health disorder. In India alone, close to 70 million people suffer from various mental health disorders.

Unfortunately, we are woefully ill-equipped to treat Mental Health disorders in India. There are just 0.3 psychiatrists, 0.07 psychologists, and 0.07 social workers per 100,000 people in India.

Lack of awareness and the stigma surrounding mental health prevents people in India from seeking help.

But for those open to seeking help, finding the right kind of support is still tedious and complicated.

That’s where MindClan comes in; let’s learn how :) 

Table of Contents

MindClan impacts UN SDG 3

Why did Mani and Shweta create MindClan?

When Mani and his partner Shweta (a licensed therapist) heard about the terrible experience their friend had with a therapist online, they were incensed.

Their friend complained about the therapist's bigotry and how dismissive they were of their gender identity.

If you haven’t watched this show already, Afterlife needs to be on your watch list!

When Mani’s friend asked him to share the number of another therapist, the wheels started turning in his mind.

His friend was aware of the importance of mental health yet found it hard to find a suitable therapist. His friend also trusted the couple’s recommendation since they shared similar beliefs and values.

And that's when the light bulb moment occurred!

In 2016, while celebrities were spreading awareness about the importance of mental health, no one was talking about choosing the right kind of support and ways to access it. 

So Mani and Shweta decided to create a platform that

- Made it easier for people to pair with a therapist (Finding the right therapist is like a match made in heaven!)

- Find the right kind of support; check if people are even ready for therapy

- Give people resources to self-manage and take care of themselves.

Shweta and Mani decided to create a platform for people convinced of the importance of mental health.

MindClan addressed issues where mental health advocates left off.

That’s Shweta and Mani 🙂 

The sacred relationship between a therapist and a client - the nuance behind MindClan

Being ready for therapy implies vulnerability. Trust is vital for a successful relationship between the therapist and the client.

Unlike getting treated for a physical ailment, a therapist’s value system, communication style, personality, etc., matter for successful outcomes.

Mani and Shweta understood this when they designed MindClan. They pioneered activities that helped people understand who their therapists were behind their degrees.

For example, MindClan introduced fun icebreakers between therapists and potential clients. They also included sections where therapists could discuss their reasons for being a therapist.

The platform promoted conviviality and bolstered trust between the therapist and the client. Both parties understood each other better before deciding to establish a relationship.

The result? Reduced anxiety while choosing a therapist.

Dealing with rip-offs and competing with big giants - The Secret Sauce? T.R.U.S.T

As the stigma around mental health reduced, more people began to search for solutions. This resulted in increased competition for MindClan as more competitors popped up.

Self-admittedly, Mani was distraught at how his competition ripped off the services and style of delivery that MindClan painstakingly developed. 

MindClan was a pioneer when it came to nuanced discussions around the correct type of mental health support in India.

Apart from the first mover advantage, what prevented MindClan from going bust was the TRUST they earned with people who used their services.

Being reliable and trustworthy is essential since word of mouth reigns supreme when people decide to avail mental health services.

MindClan’s credibility and thoughtful curation of services are its moat. 

Meeting the customer where they are - the role of SEO

Mindclan receives over 5000 monthly visitors on its website. If you search for “Therapists in India,” Mindclan ranks as one of the top searches. 

Meeting your customers where they are is the best way to attract people to your services. Intent matters; reaching out to customers when their intent is the highest results in better conversion rates.

And what better way to reach out to people with high intent than ranking on Google search.

Mani meticulously curated guides, support groups, therapists, helplines, etc., on the MindClan website, which led to its ranking higher on Google. (Read: Programmatic SEO)

The benefit? 5000 monthly website visitors with zero ad spend.

How does MindClan make money? - making employee mental health first responders!

MindClan does not charge its therapists for listings, nor does it charge people who reach out to therapists on its platform. All their resources (exercises, webinars, support groups, etc.)  are free for individuals to access.

MindClan earns revenues through its corporate tie-ups. They have worked with organisations like Youtube, DHL, Verizon etc. Their offerings include well-being policy consultations, workshops, support groups, etc. 

Mani mentioned that he aims to create the equivalent of mental health first responders in companies. Wouldn’t that be a dream :) 

It’s only the beginning

Mani and Shweta's journey with MindClan is a testament to resilience and innovation in mental health care. They built a platform that helps people find the right therapist by emphasizing trust and compatibility, creating a unique niche in a competitive market. 

Despite facing competition and rip-offs, their dedication to high standards and effective use of SEO to drive organic traffic have ensured they meet their customers at the right moment. 

MindClan’s sustainable model of earning through corporate tie-ups while keeping resources free for individuals and its vision of creating mental health first responders within companies highlight MindClan's commitment to making a significant difference. 

Their story shows that even small players can have a significant impact with the correct values, innovation, and perseverance.

What’s happening at build3?

The most exciting part of our impact accelerator Cohort 2 is now underway! Top startups from the accelerator are going to raise pre-seed funding with build3 leading the round. If you're an angel investor or want to get started with investing in early-stage startups that are committed to building with profit and purpose, we invite you to Demo Day, in Goa on 5th August and online on 10th August. Here's the brochure, you may RSVP for Demo Day here 🙂 

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