2 resources from SeedToScale (Accel India) we point founders to, and the questions each answers.
📄 Article
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Shah argues that to make people switch from what they already use, you need a large jump in perceived efficiency, not a marginal one. In a crowded market that is the bar for your wedge: the incumbent may be good enough for most, so your narrow segment has to feel a dramatic gain. Read it to sanity check whether your improvement is big enough to change behavior.
Agarwal describes how OYO had to define its ideal hotel partner precisely, small, underperforming, willing to be upgraded, before it could promise a consistent experience to the demand side. It is a useful Indian example of picking the harder, more fragmented side, thousands of small independent hotel owners, as the anchor. Listen for how narrowly OYO scoped its first partner hotels before expanding.
