Hey y’all - In the race to build products, many founders chase “first use.” But the true winners? They design for second and tenth use, products people return to out of habit, delight, or sheer effectiveness.

Repetition signals deep value. It means your product didn’t just solve a problem, it stuck. It means users tell their friends, colleagues, or team: “You’ve got to try this.”

So this week, build not for vanity metrics, but for staying power. Solve real pain, deliver real outcomes, and watch repeat behavior become your best growth loop.

Here’s today at a glance:

PS - Become a member to get access to my founder membership including an engaged community, fundraising support, fireside chats and more.

🔗 Mohit’s Picks

My favourite finds of the week 

• 10 Proven Ways to Make Money from Telegram in 2025 [Link]

• NASA Fast-Tracks Mars Missions, Puts Lunar Plans on Hold [Link]

• How Moms Build Empires with Love and Grit [Link]

• Why 9 Out of 10 Startups Fail? [Link]

• How diverse perspectives drive innovation [Link]

💡Opportunity: The Rise of Creator-Backed Consumer Brands (CBCB)

The next wave of D2C brands in India isn’t coming from corporates, it’s coming from creators. From skincare and wellness to artisanal coffee and kitchen essentials, content creators are launching product lines powered by loyal followings.

But here’s the friction: most don’t have the operational muscle to scale.

👉Opportunity: Build a full-stack “back-office-in-a-box” platform designed specifically for creator-led brands.

Here’s what it can offer:

• White-label product sourcing from verified Indian suppliers

• Direct Shopify integration for seamless storefront setup

• Creator-native tools like UGC tracking, influencer CRM, and performance analytics

• Plug-and-play logistics: fulfillment, returns, and GST-ready invoicing

🎯 Why Now:

• Creators have trust. Their audience listens. But they lack backend firepower.

• Consumers are gravitating toward authentic, niche-first products, not mass-manufactured gloss.

• There’s a massive infrastructure gap between “I have an audience” and “I run a sustainable brand.”

This isn’t just Shopify for India. Think: “Shopify meets Thirdweb,” but for the social commerce generation.

The next Mamaearth or boAt Lifestyle might not be built in a boardroom, it might launch from a reel. Build the rails now, and you’ll power the brands of tomorrow.

🧠 Framework: The “Repeat Purchase Test”

Whether you're launching a D2C brand or building a SaaS product, early traction can be deceptive. The real litmus test? Does your product create a natural flywheel of growth?

Here’s a simple framework to evaluate product momentum:

• Does it create a natural repeat habit?
  If your customer doesn’t need to come back, or doesn’t want to, retention will bleed. Think coffee, skincare, or habit-forming tools in SaaS.

• If not, does it trigger social sharing?
  If repeat usage isn’t natural (think niche tools or luxury items), does the product spark word-of-mouth? Does it make people want to talk, post, or recommend it?

• If not, does it build defensibility through data or integrations?
  In cases where repeat usage or virality is low, the moat should come from data lock-in, custom workflows, or integrations that make switching painful.

Here’s the truth: you only need one flywheel, ut you need it early.

Founders: build for pull, not push. Products that truly scale don’t beg to be used, they get used again, and again, and again.

🛠️ Tool: Senja

If you're building a landing page, launching a course, or running an agency, Senja.io might be your secret weapon. This lightweight tool makes it incredibly easy to collect and showcase testimonials, without the tech headaches.

🎯 With Senja, you can:

• Share one-click feedback links to gather testimonials

• Auto-generate beautiful UGC-style testimonial cards

• Embed social proof directly into your website or Notion page

📈 Trend: Soft Tech Stacks > No-Code Stacks

We’re entering a new era, soft tech, where startup infrastructure is built with flexible, everyday tools instead of traditional code or even complex no-code platforms.

Forget “no-code hype.” This is soft, composable business infrastructure built using tools like Notion, Airtable, Typedream, Tally, Figma, and Stripe. It’s not about replacing developers, it’s about radically accelerating what founders can do before hiring their first engineer.

Here’s why it matters:

In this model, your MVP might just be a Notion doc linked to a Stripe checkout, and that’s okay. Because the goal isn’t to look like a “real” startup. It’s to learn, sell, and adapt in real time.

Soft tech stacks empower solo founders, indie hackers, and early-stage teams to build with confidence, and without waiting for perfect code.

💬 Quote: Paul Graham

This isn’t about rushing. It’s about getting real.

Too many early-stage founders hide behind decks, docs, or design systems. But shipping, even something imperfect, is what marks the true beginning of a startup. That first rough prototype? That’s the moment the real work starts.

Because clarity doesn’t come from planning. It comes from launch, feedback, and iteration.

So pause. Reflect.
And ship anyway.

Got more feedback or just want to get in touch? Reply to this email and we’ll get back to you.

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