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Puts the channel decision in Indian terms: banks, NBFCs, industry associations and the large system integrators as routes to enterprise and to tier two and three cities, at a 20 to 40 percent margin and the cost of losing the direct customer relationship.
Go-to-Market Strategy for Indian Startups: Distribution Channels That Actually Work
From Kae Capital by Kae Capital 14 min read
- India SMB SaaS benchmarks: 10 to 15 percent activation from trial or demo, 12 to 18 percent trial to paid, and Rs 15K to 50K CAC.
- Over 50 million Indian SMEs run their selling through WhatsApp.
- Bank, NBFC and consulting partners typically take 20 to 40 percent margin to co sell.
- Tier 2 and 3 cities are more than 45 percent of ecommerce growth and need a different acquisition motion than metros.
