⌘K
GETTING STARTED
FIND — Get an Idea
VALIDATE — Hit PMF (Phase 3)
UNIT ECONOMICS — First (Phase 4)
SCALE — Build to ₹1L/mo
AI & AUTOMATION
ANALYTICS & DATA
FINANCE
TOOLS & CALCULATORS
RESOURCES
Phase 2 of 13 — Product · Days 8-18
3
Target Products
1 hero + 2 supporting
3x+
Markup Target
Minimum 3x product cost
₹100-200
Target Product Cost
For ₹400-600 selling price
72%
of D2C products fail from poor product-market fit
The winners validate demand before spending on inventory
→ Filter by market research
→ Filter by competition + margin
→ Validate with demand signals
Amazon Best Sellers, Meesho trending, Instagram shops
Time: 4-6 hrs | Cost: ₹0
Reddit, Facebook groups, WhatsApp communities
Time: 3-4 hrs | Cost: ₹0
Instagram reels, YouTube shorts, Pinterest trends
Time: 2-3 hrs | Cost: ₹0-2,000
Pre-sell page with ₹2,000 ad spend
Time: 5-7 days | Cost: ₹3,000-8,000
| Criteria | Weight | Score (1-5) | Notes |
|---|---|---|---|
| Market Demand | 25% | ____ | Existing search volume, competitor sales |
| Competition Level | 20% | ____ | Fewer competitors = easier entry |
| Margin Potential | 25% | ____ | Can you achieve 3x+ markup? |
| Supply Feasibility | 15% | ____ | Easy to source in India? |
| Shipping Practicality | 10% | ____ | Weight, fragility, storage |
| Regulatory Ease | 5% | ____ | FSSAI/BIS needed? |
| TOTAL | 100% | ____ / 5.0 | 4.0+ = Strong GO |
| Negotiation Point | Target | Leverage |
|---|---|---|
| MOQ | Start with 30-50 units | Promise reorder volume within 30 days |
| Payment Terms | 50% advance, 50% on delivery | Build trust with timely payments |
| Sample Pricing | ₹200-500 for samples | Negotiate sample cost against first order |
| Lead Time | 7-14 days for reorder | Compare with 2-3 other suppliers |
| Quality Guarantee | Replacement for defective units | Include in purchase agreement |
| Exclusivity | Territory exclusivity for ₹5L+/year | Only after initial test order validates |
50 → 3
products survive the research funnel
Start broad, validate ruthlessly, commit only to winners
Sources: Amazon India Best Sellers, Meesho Trending, IndiaMART Supplier Data, Instagram Hashtag Search
Found your product? Now validate demand before building anything else.
Validation Framework →