-Issac Newton

-Robert Frost

There are certain fundamental principles on which Directi was founded. These Fundamental principles define our Business Focus, form our Business Strategy and guide our initiatives -

Directi is an idea-enterprise. We thrive on innovation and creativity. Our services are provided at the highest end of the value chain. We are not a backend service provider. We create Products and Services that fulfill consumer needs. These Products are indigenous. We conceptualize them. We build them. We sell them. This involves higher risks, higher value, and in turn higher rewards.

Directi builds mass market Products and Services. We do not engage in custom development. We believe that we would be spreading our value too thin if we built software for a single client. We believe in product ownership. We believe in building products which can be sold to millions of potential customers. Some of the reasons/advantages of this model are -

• A custom development company does not enjoy the true profit potential of the product it builds since it does not share the risk of product failure. A Product development company is exposed to product failure risks, but enjoys significantly higher profit margins
• The profit model of a custom software development company is entirely based on a cost-plus-margin. A Products company, on the other hand, bills based on value generated for a consumer. This value multiplied by the number of potential consumers results in greater revenue
• A custom software development company cannot reuse its projects in their entirety. A successful Product, on the other hand, has a perpetual lifecycle, and results in ongoing revenue
• Innovation in a custom software development company is limited to process innovation. Innovation in a Product-focused organization involves fulfilling a consumer need and is far more diverse
• A custom development company's revenue growth is directly proportional to the availability of continuous skilled manpower. A Product based company's revenue growth does not have this limitation

Directi is a global enterprise. We have never considered geography as a limiting factor in any of our decisions. Directi harnesses technology to transcend geography and create a virtually global presence with respect to our customers, partners, suppliers and processes. Globalization for Directi means the following -

• Directi does not consist of one identifiable location or entity. We have physical as well as virtual presences at various locations globally. The Directi brand encompasses various corporations, individuals, offices, infrastructure, clients and partners worldwide
• All our products and services have a global focus. We do not build Products and Services catering to a limited geography
• Our Products involve partnerships with suppliers, technology providers, infrastructure providers, and channel partners worldwide
• Directi has innovated and perfected a geography-independent, 24/7, multi-lingual, multi-cultural, multi-currency operation

Directi believes in indigenous development. We conceptualize, develop, sell, and support all our Products. We control all aspects of our Products and Services. This results in the following advantages -

• We innovate our own Development, Sales and Support processes and reap the benefits of the incremental value attributable to this process innovation
• We reserve greater control over these processes and their outcome resulting in predictable quality
• We reduce our operational costs and therefore increase our investment potential

Directi focuses on innovation. We invest in creating high-margin, growth-intensive intellectual property as opposed to low-margin, capital-intensive infrastructure projects.

Directi believes in defining processes and complete process automation. We proactively identify and define processes for every business function. We even have processes for defining processes. Additionally we are obsessive compulsive when it comes to process automation. From the very beginning we have strived to automate every business function we come across. We believe in a truly paperless environment. Our processes and automation are built to accommodate exponential growth. This process definition and automation drive allows us to scale indefinitely.

- Bhavin Turakhia
Founder, CEO - Directi