Post on 13-Apr-2017
Market Choice forIndian Software Product
Startup
Consumer
SMB Enterprise
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Indian Founder
Consumer SMB Enterprise
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As of 2017 some markets have opened up
Current Software product startups out of India
Consumer SMB Enterprise
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eCommerceOnline Travel
Consumer SMB Enterprise
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$35 - 60b
Cumulative market cap so far
~ $10b
India consumer has further more layers
Consumer SMB Enterprise
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eCommerce
Online Travel
India 1: Above Rs 5 lpa
India 2: 2 lpa - 5 lpa India 3: < 2 lpa
eCommerce
India 1: Above Rs 5 lpa
India 3: < Rs 2 lpa
India 2: Rs 2 lpa - 5 lpa
Elite (11M HHs, 4%)>$37k annual gross HH incomeWealthiest class in IndiaAffluent (26M HHs, 9%)$18.5k-$37k annual gross HH incomeTop 6-10% of highest income HHsAspires (66M HHs, 23%)$7.4k-18.5k annual gross HH incomeMiddle Class- Looking to trade up & aspire to upgrade (Disposable Income - 60%)Next Billion (103M HHs, 500m, 36%)$3.3k-$7.4k annual gross HH incomeNew Consumers- HHs have some disposable income (33%), total spend $1 T
Strugglers (80M HHs, 28%)<$3.3k annual gross HH incomeHHs with the majority of spend on basic needs such as food, shelter, power & water
India 2 is opening up
Consumer
SMB Enterprise
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tnatural disadvantage
should have advantage
Indian Founder
Silicon Valley Founder
Competing Dynamics
Consumer
SMB Enterprise
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Win in market
Create market
Indian Founder
Silicon Valley Founder
Gameplay is different
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SMB Enterprise
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Market Growth $1b (5-7 years)
Market Growth to $1b (10 - 14 years)
Indian Founder
Silicon Valley Founder
Market growth velocities are different
Consumer SMB Enterprise
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PlaybookPlaybook
Choice further shapes Go-To-Market
(Desk Marketing Inside Sales)
(Product in India,Sale Scale in US)
To SummarizeIndia vs Global • Create vs Winning Market Playbook • 5-7 years vs 10-14 years horizon • Disadvantages/Advantages in availability of capital,
mentorship & policy shaping ability.
SMB vs Enterprise determine GTM • Inside Sales vs Feet On Street