Goodreads: Navigating through the Digital Marketing Universe

A SaaS founder recently shared a costly mistake. They launched an enterprise product using tactics that worked for their previous consumer app. They optimised for viral growth, emphasised emotional benefits, and priced for individual impulse purchases. Six months later, they had thousands of individual sign-ups generating minimal revenue and zero enterprise traction. The product was […]

Launching a product successfully in India is not just about having a good idea or even a well-funded marketing campaign. A strong Go-To-Market (GTM) strategy is critical to ensuring that a product reaches the right audience, delivers value, and scales sustainably. Yet, according to market research, approximately four out of five new market entries fail, […]

In India, go-to-market strategy discussions usually begin too late or too shallow. Many teams jump straight into ads, partnerships, or sales hiring without clearly defining who the product is for, what problem it solves uniquely, and how trust will be built at scale. This confusion becomes more expensive in India than in mature markets. The […]

Most companies don’t fail because their product is weak. They fail because their go-to-market strategy doesn’t match the market reality. This becomes painfully clear when businesses expand into complex, fast-growing regions like Asia or India. Strategies that work in the US or Europe often collapse when faced with fragmented demand, price sensitivity, regulatory constraints, and […]

Many fintech products enter the market with validated demand, competitive pricing, and experienced teams, yet adoption stalls after launch. Marketing channels are activated, sales pipelines are built, and partnerships are announced. Growth still plateaus. The root cause is rarely messaging or execution. It is almost always a mismatch between the fintech business model and the […]

FinTech growth is no longer just about acquiring users faster; it’s about acquiring the right users, at the right cost, with a GTM motion that can scale sustainably. Over the last decade, many FinTechs have relied heavily on sales teams, channel partnerships, and performance marketing to fuel growth. That playbook is now under pressure. At […]