Explore · The library
Every resource founders actually use, in one library.
The essays, videos, podcasts, books and tools behind every answer across eChai's hubs, from starting up to go-to-market, D2C, founder money and AI, each with a note on why it is here.
What founders use most, ranked by how many answers lean on it.
- Each YouTube ad format and how it is paid for: with cost-per-view bidding you pay when someone watches 30 seconds, the whole ad... support.google.com Article · Help page · Starting Up About video ad formats (Google Ads Help) Google
- Google's India page on setting an average daily budget and monthly spending limit in rupees, with a spend estimator. business.google.com Tool · Product page · Starting Up Google Ads campaign budget (India) Google
- Google's India page for YouTube advertising, with the formats and a Kantar survey in which 67% of surveyed viewers in India... business.google.com Article · Product page · Starting Up YouTube ads (Google Ads, India) Google
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Video · 19 min · Starting Up
YouTube Ads Tutorial 2026 (Step-By-Step for Beginners)
ZoCo Marketing
- Google's own five-step setup for a Search campaign: goal, settings, ad groups, ads and budget. At least one conversion goal is... support.google.com Article · Help page · Starting Up Create a Search campaign (Google Ads Help) Google
- Google's keyword research tool inside Google Ads: search volumes, trends and bid ranges for the phrases people type. ads.google.com Tool · Product page · Starting Up Keyword Planner (Google Ads) Google
- How Google Ads budgets work: an average daily budget, a monthly figure of daily budget times 30.4, and overdelivery on busy days. support.google.com Article · Help page · Starting Up Choose your bid and budget (Google Ads Help) Google
- How negative keywords stop ads showing for searches you do not want, such as 'free', 'jobs' or 'course'. support.google.com Article · Help page · Starting Up About negative keywords (Google Ads Help) Google
- The report that shows the actual searches your ads appeared for, the source of new keywords and negatives. support.google.com Article · Help page · Starting Up About the search terms report (Google Ads Help) Google
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Video · Video · Starting Up
Google Ads Beginners Tutorial for 2026 (Step By Step)
Grow My Ads
- Apple's enrolment help, which states that in India enrolment is only available through the Apple Developer app, and the 99 US... developer.apple.com Article · Help page · Starting Up Enrollment: Apple Developer account help Apple
- How to create the app record in App Store Connect with its name, primary language, bundle ID and SKU. developer.apple.com Article · Help page · Starting Up Add a new app (App Store Connect Help) Apple
- Apple's steps to choose a build, complete the app information, age rating and privacy details, and send it to App Review. developer.apple.com Article · Help page · Starting Up Submit an app (App Store Connect Help) Apple
- The rules Apple reviews every app against. Guideline 4.2 on minimum functionality rejects apps that are mostly marketing, web... developer.apple.com Article · Guidelines · Starting Up App Review Guidelines Apple
- Apple's page on review times and common rejections: at least 50% of submissions reviewed within 24 hours and 90% within 48... developer.apple.com Article · Program page · Starting Up App Review (Apple Developer) Apple
- Apple's beta testing service for inviting testers to try builds before release. developer.apple.com Tool · Product page · Starting Up TestFlight Apple
- Expo's docs for building and uploading an iOS app with eas build and eas submit, the route for React Native apps and many... docs.expo.dev Article · Docs · Starting Up Submit to the Apple App Store with Expo Submit Expo
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Video · 20 min · Starting Up
How to Publish Your App to the App Store (Step by Step, 2026)
Code with Beto
- The difference between personal and organisation accounts. An organisation account needs a D-U-N-S number, which Dun and... support.google.com Article · Help page · Starting Up Choose a developer account type (Play Console Help) Google
- The rule for personal accounts created after 13 November 2023: run a closed test with at least 12 testers opted in for 14 days... support.google.com Article · Help page · Starting Up App testing requirements for new personal developer accounts Google
- How to create an app in Play Console, complete the dashboard tasks and set up the store listing and app bundles. support.google.com Article · Help page · Starting Up Create and set up your app (Play Console Help) Google
- How to send an app for review and publish it, including the note that some accounts face reviews of up to seven days or longer. support.google.com Article · Help page · Starting Up Publish your app (Play Console Help) Google
- The current rule that new apps and updates must target Android 16 (API level 36) to be submitted, with the next deadline on 31... developer.android.com Article · Docs · Starting Up Meet Google Play's target API level requirement Android Developers
- Expo's docs for uploading an Android build to Play with eas submit. docs.expo.dev Article · Docs · Starting Up Submit to the Google Play Store with Expo Submit Expo
The hubs
Starting Up
Find an idea, validate it, build, and land your first customers.
GTM
Go-to-market, from breaking in to how the best teams do it.
D2C
Building a direct-to-consumer brand, India-first.
Wealth
Paying yourself, ESOPs, secondaries, and de-risking founder wealth.
How Founders Use AI
How founders actually put AI to work, mapped topic by topic.
Glossary
Plain-language definitions of the startup and VC terms you'll hit.
eChai Partner Brands
The partnership →