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2 resources from Storyboard18 we point founders to, and the questions each answers.

📄 Article
India Free Beginner

Why we picked it The founder herself describing the grassroots mom-blogger gifting strategy that predated Mamaearth's Instagram-era scale - one of the clearest first-person accounts of what seeding looked like in India before the word "seeding" was even common vocabulary.

Mamaearth's Ghazal Alagh on Word-of-Mouth and Influencer Marketing

From Storyboard18

  • Gifted product to mom bloggers with no obligation, before Instagram was even a factor
  • Built genuine relationships first, scale (500+ bloggers, then celebrities) came after
  • Core philosophy: parents trust other parents more than they trust a brand directly
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Answers What can I learn from how Mamaearth used influencers and word-of-mouth before it had a big budget?
📄 Article
✓ Link checked India Free Intermediate

Why we picked it The counter-view small founders need, sellers describe listing fees, forced weekly POs and bundled ad packages delivering weak ROAS. A sobering read before you assume q-comm is a growth cheat code.

Quick-Commerce's Ad-Fee Toll: Are Platforms Squeezing Out Small D2C Brands?

From Storyboard18 by Storyboard18

  • Blinkit's per-SKU listing fee is credited to an ad wallet with a 12-month expiry
  • Instamart weekly POs and quarterly ad fees add fixed cost pressure
  • Bootstrapped brands often see ROAS of only ~1.2-1.5x
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Answers What margins, commissions and listing fees do Blinkit, Zepto and Instamart take? What are the working-capital, fill-rate and payment-cycle traps on quick commerce?
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