When Byju’s signed Lionel Messi as its global brand ambassador in November 2022, the company positioned it as a masterstroke. The world’s most expensive footballer would help the edtech giant expand globally. One month earlier, Byju’s had laid off 2,500 employees. The optics were catastrophic. The math was even worse. Between 2016 and 2022, Byju’s […]

It is April 9, 2021. The first match of IPL is about to begin. Mumbai Indians versus Royal Challengers Bangalore. Sixty million cricket fans are glued to their screens across India. Then this appears on their feeds. Rahul Dravid, the wall of Indian cricket, is sitting in his car in Bangalore traffic. The camera is […]

July 14, 2021. Deepinder Goyal, founder of Zomato, posted a tweet that would become iconic in Indian startup history. “Just ordered a triple breakfast. Stress eating 🤯😬” Three days later, Zomato would raise Rs 9,375 crore in India’s biggest tech IPO. The offering was oversubscribed 38.25 times. Institutional investors fought for allocation at 51.79 times […]

SaaS GTM success requires aligning your launch model with product complexity and the target customer. Master freemium mechanics, nail core SaaS metrics, and scale through channel strategy SaaS go-to-market strategy is the battle plan for launching and scaling software products in a competitive landscape where subscription economics, user retention, and predictable recurring revenue define success. […]

You are building a marketplace. You need buyers to attract sellers. But you need sellers to attract buyers. This is the chicken-and-egg problem. It makes marketplace GTM fundamentally different from traditional businesses. Most marketplaces fail before network effects activate. This guide shows you how to solve the sequencing problem and build defensible marketplace moats. Two-sided […]

You are entering the Indian market. You have 1.4 billion potential customers. But India is not one market, it is twenty different markets. Traditional global GTM strategies fail in India. Pricing psychology is different. Payment methods are different. Distribution channels are different. This guide shows you how to build India GTM strategy that actually works. […]