The #CircaProblem

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If Ola/Uber drivers are creating Telegram groups because of the limitations of WhatsApp, I’m sure they are capable of downloading your consumer app and trying it out – and yet we quickly forget that in as recent as 2015, most of them barely knew how to read Maps.

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The #CircaProblem
Published By
Sanjay Swamy
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Startups that miss rapid market evolution, risk disruption themselves!
One of the biggest learnings in my past 7 years as an entrepreneur-turned-VC is that as startup founders must learn to adapt and deal with the #CircaProblem.
Most startups in their early days start with a dream and a vision for the world.
Yet as founders aim to build the right product and distribute it to customer(s), they have to deal with a variety of problems, some of which are truly market challenges and others are related to the product, market & customer readiness “at that point in time”.
While predictability of business expansion is seen as a good thing, one also runs the risk of trying to be too methodical in one’s approach, and trying too hard to achieve the proverbial rinse & repeat mindset.
Founders often take conclusions from the initial successes, and more importantly from the initial false-starts, to arrive at an equilibrium that gives them predictable adoption.
In a dynamic market like India, one which is experiencing SmartPhone and Internet penetration for the first time and evolving at breakneck speed many of these step-function changes may be missed by startups that may be as little as 2-3 years old.
Indeed, as we approach 2020, even a company started in 2015 may have initially attempted a certain Go To Market strategy (eg.
However a younger startup, one founded in 2018, may have found that the market has started adopting an online only, self-service-based go-to-market approach – perhaps with a freemium business model, focusing on referrals and virality, perhaps a highly scalable model of training videos, and many more of the digital distribution techniques

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