The document discusses market choices for Indian software product startups between targeting the global market versus the Indian market, as well as between targeting SMBs versus enterprises. The global market and targeting enterprises involve competing against incumbents but with the potential for faster growth and scale, while the Indian market and targeting SMBs provide advantages around understanding local needs but slower growth. Ultimately, the choice of market shapes the startup's go-to-market strategy, such as opting for inside sales over feet on the street sales.

1. Market Choice for
Indian Software Product Startup

2. Consumer SMB Enterprise
Global
Market
India
Market
Indian
Founder

3. Consumer SMB Enterprise
GlobalMarketIndiaMarket As of 2017 some markets have opened up

4. Current Software product startups out of India
Consumer SMB Enterprise
GlobalMarketIndiaMarket
eCommerce
Online Travel

5. Consumer SMB Enterprise
GlobalMarketIndiaMarket
$35 - 60b
Cumulative market cap so far
~ $10b

6. India consumer has further more layers
Consumer SMB Enterprise
GlobalMarketIndiaMarket
eCommerce
Online Travel
India 1: Above Rs 5 lpa
India 2: 2 lpa - 5 lpa
India 3: < 2 lpa

7. 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 income
Wealthiest class in India
Affluent (26M HHs, 9%)
$18.5k-$37k annual gross HH income
Top 6-10% of highest income HHs
Aspires (66M HHs, 23%)
$7.4k-18.5k annual gross HH income
Middle Class- Looking to trade up & aspire
to upgrade (Disposable Income - 60%)
Next Billion (103M HHs, 500m, 36%)
$3.3k-$7.4k annual gross HH income
New Consumers- HHs have some
disposable income (33%), total spend $1 T
Strugglers (80M HHs, 28%)
<$3.3k annual gross HH income
HHs with the majority of spend on basic
needs such as food, shelter, power & water
India 2 is opening up

8. Consumer SMB Enterprise
Global
Market
India
Market
natural disadvantage
should have advantage
Indian
Founder
Silicon Valley
Founder
Competing Dynamics

9. Consumer SMB Enterprise
Global
Market
India
Market
Win in market
Create market
Indian
Founder
Silicon Valley
Founder
Gameplay is different

10. Consumer SMB Enterprise
Global
Market
India
Market
Market Growth $1b (5-7 years)
Market Growth to $1b (10 - 14 years)
Indian
Founder
Silicon Valley
Founder
Market growth velocities are different

11. Consumer SMB Enterprise
GlobalMarketIndiaMarket
PlaybookPlaybook
Choice further shapes Go-To-Market
(Desk Marketing
Inside Sales)
(Product in India,
Sale Scale in US)

12. To Summarize
India 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