Podcast

Anjali Sardana on Obsession, $11M Funding & Building Pronto at 23

Anjali Sardana · Hisaab Kitaab Free Intermediate India

Anjali Sardana on Obsession, $11M Funding & Building Pronto at 23

Sardana built Pronto directly on the insight that India's home services market was broken for workers even more than for customers, so she anchored her ICP on the worker side first. It is a current Indian example of choosing the harder, more overlooked side of a two sided marketplace as your starting definition. Listen for how she describes the specific worker profile before she describes the customer she was building for.

  • Pronto anchored its ICP on the underserved worker side before defining its customer profile
  • A supply demand mismatch you notice firsthand can be a strong signal for which side to define first
  • The demand side definition followed from what the defined supply side could reliably deliver
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The question it answers

  1. How do I define an ideal customer for a two-sided marketplace where I have to pick two of them?

Read with it

  1. The single best thing ever written on customer conversations. It teaches you to ask about the customer's life and past... momtestbook.com Book · ~130 pages The Mom Test Rob Fitzpatrick
  2. The permission slip to recruit users by hand, do things manually, and deliver 'insanely great' experiences to your first few... paulgraham.com Essay · ~15 min read Do Things That Don't Scale Paul Graham
  3. Market size is meaningless until you know exactly who you're for, and Lenny turns that into a concrete, repeatable ICP exercise... Lenny's Newsletter Article · ~15 min read How to identify your ideal customer profile (ICP) Lenny Rachitsky
  4. Video · ~25 min How to Talk to Users Eric Migicovsky
  5. For a two-sided marketplace, the first real decision is which side to define and win first, and this essay makes the case... NFX Essay · Long read (about 25 minutes) 19 Tactics to Solve the Chicken-or-Egg Problem and Grow Your Marketplace James Currier
  6. This is the most concrete answer to which of your two customers to define first, built from interviews with 17 major... Lenny's Newsletter Article · Long read (about 20 minutes) How to Kickstart and Scale a Marketplace Business, Part 2: Cracking the Chicken-and-Egg Problem (Supply vs. Demand) Lenny Rachitsky
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