Business Case Studies & Business Publications

MILAAP - Crowdfunding for All: Helping P...

Chandwani, Rajesh,...

Case

MILAAP - Crowdfunding for All: Helping Patients by Facilitating Philanthropy

Chandwani, Rajesh; Vimalkumar, M; Singh, Jang Bahadur; Asthana, Sonal (Dr)

IIMA-IS0142 | Published February 28, 2014 | 8 pages Case

Collection: Indian Institute of Management, Ahmedabad

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Learning Objectives

Milaap is a popular medical crowdfunding platform in India, enabling interaction between those who want to raise funds and those who want to donate. To achieve the critical mass Milaap had to increase the trust among the donors and ensure a higher success rate of the campaigns. Milaap provided two types of services: Do it Yourself (DIY), and Supported Campaign (SC). Milaap charged 5% of the raised amount from the DIY campaigns and 15% of the raised amount from the SC. Overall the chances of success were high in the SC. The case explores the dilemma of type of service to be prioritized.

To provide an overview of the platform ecosystem and explain how milaap matches demand and supply for philanthropy by facilitating valuable interaction between the donors and donees on the platform. To understand the interrelationship between the ecosystem and different pricing mechanisms. To highlight how pricing decisions affect the business model.