Hey y’all - In the race to build something big, many founders overlook the power of going small painfully small.

Because while unicorns are built on vision, they're funded by users who say, “Finally, someone fixed that annoying thing.”

The startups that win often own a tiny pain so well, their users never think about switching again. They build sticky habits, not just features.

Think:

• Calendly simplified back-and-forth emails.

• Notion fixed messy docs + wikis.

• Slice just split dinner bills and built a fintech moat.

In India, we’re surrounded by “small chaos” in homes, logistics, daily life, even pets. Each chaos is a potential category.

The best part? These problems don’t need AI. They need empathy, consistency, and timing.

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 

• What My First Failed Startup Taught Me and How I Finally Got It Right 20 Years Later [Link]

• Why AI Workshops in Medical Education Are No Longer Optional [Link]

• YC’s Hidden Formula: 100 Users, $100/Month, $10k MRR The Startup Playbook. [Link]

• AI Tools for Work - 30 Best Options 2025 [Link]

• This is how big tech quickly locks down AI talent without triggering anti-trust concerns. [Link]

• Cross-Border eCommerce: Real Challenges and How to Get It Right [Link]

• The PR Playbook Every Emerging Brand Needs - But No One Talks About [Link]

💡Opportunity: “Pet Paperwork” Organizer for Urban Pet Parents

India’s pet ownership boom is real especially among millennials and Gen Z in metros. But here’s the catch: owning a pet in the city means dealing with scattered, messy paperwork.

Vaccination cards? Lost in drawers.
Fit-to-fly documents? Scrambled before a trip.
Prescription reminders? Non-existent.
Insurance? Most pet parents don’t even know where to begin.

Key Features:

• Upload and store vet records, prescriptions, and licenses

• Auto-reminders for vaccinations, deworming, and renewals

• 1-tap travel docs for flights or road trips

• Integration with local vet clinics for scheduling

• Pet insurance & grooming offers via curated brand tie-ups

Why it works:
✅ Pet parents treat animals like children they’ll pay for peace of mind
✅ Vets value retention and communication
✅ D2C pet brands love verified, engaged users

This isn't a “pet tech” gimmick. It's a verticalized trust platform for a fast-growing category.

You don’t need 10M users. Just win 10K urban pet lovers and own their attention.

🧠 Framework: “R.E.A.L.” for Picking Early Users

Most startup marketing advice focuses on scaling too fast. But before performance ads, before influencer shootouts, there’s a deeper question: Who should be your first 50 users?

Enter the R.E.A.L. framework.

✅ R - Ready: Are they already aware of the problem and looking for a fix?
For example, a new pet parent Googling “how to track dog vaccines.”

✅ E - Early Adopter: Do they try new tools often?
You don’t want skeptics you want the friend who convinced everyone to switch from Zoom to Meet.

✅ A - Accessible: Can you reach them without ads?
Think WhatsApp pet groups, Instagram DMs, Reddit communities, or Slack groups. If you can’t talk to them, you can’t learn from them.

✅ L - Loud: Will they tell others when it works?
Loud ≠ big following. Loud = someone who’s vocal about what they love. A niche blogger, local vet, or a proud pet mom posting vaccine selfies.

If your first 50 users are R.E.A.L., you don’t just acquire customers you mobilize marketers.
They become your first distribution engine.

Every great growth loop starts with the right first users.
REAL ones.

🛠️ Tool: Tactiq

Tactiq.io turns your Google Meet calls into real-time transcripts with highlight capture.

Use cases:

• Founder <> customer interviews

• Async meeting notes for teams

• Instant pull quotes for pitch decks

No more “What did they say again?” moments.
Clip. Share. Validate.

📈 Trend: “Silent Loyalty Clubs” Are the New Moats

Loyalty isn’t dead but it has evolved.
Today’s smartest D2C brands aren’t just slapping points on purchases or running loud cashback offers.

They’re building Silent Loyalty Clubs micro-communities that whisper exclusivity and breed long-term retention.

How:

• A WhatsApp group with your top 50 customers, who get early access to drops

• Secret coupon codes shared in “Thank You” emails only after repeat orders

• Personalized notes or small freebies for buyers who leave reviews

• A birthday reward or a “Pet of the Month” contest in your niche community

Why it works:
✅ People crave status even if it’s private
✅ Loyalty compounds faster than acquisition
✅ Community trust feels more valuable than discounts

In fact, many small brands are now seeing 60–70% revenue from repeat buyers.
No paid ads. No SEO. Just relationship compounding.

Quiet trust beats loud marketing.
You don’t need a CRM overhaul.
Start with a Google Sheet, a tight group chat, and a tiny thank-you note.

Small wins → repeat orders → big moats.

💬 Quote: Brian Chesky (Airbnb)

This isn’t just a quote. It’s a strategy.
And it’s truer than ever in 2025.

Chesky knew that early product-market fit isn’t about mass.
It’s about obsession.

That’s how Airbnb went from renting out air mattresses to disrupting global travel.

The takeaway?
Skip the vanity metrics. Focus on depth, not width.
Your first 100 fans > 10,000 casual users.

Find them. Listen obsessively.
Overdeliver where it matters.
And let the ripple effect begin.