Prasanna

All these are intangible.

They were selling.

So intangible was not the reason software was not selling.

Then it took me a couple of years to figure out that it is rooted in culture.

Countries like India, Malaysia and Singapore, they find time to be really, really abundant.

Developed markets, they find time to be really, really scarce.

So if you are selling a product like QuickBooks, or pretty much every SaaS company, which is just a variation of save time, if you are selling save time to a country where they already have this in abundance, they are not going to buy it.

So there are some geographies which are time rich, but money poor.

And if you sell save time there, it's not going to work.

But some geographies which are money rich and time poor, then save time value proposition and messaging is going to work.

So the Indian founders had a variation of this.

And this is something that we...

help and work out and make it practical for a lot of the Indian founders is that they have come to a maxim now, saying that if you're selling from India, it is easy to earn a dollar than to earn a rupee.

Now, if you are from a country which is outside of U.S., ask yourself this question that in the cultural context of that place, what do they relate with in terms of time?

Is it in abundance or is it scarce?

Then you go and pitch a save time messaging there.

Oh, yeah, you know, I can actually illustrate this with, you know, the example of IMOCA again.

IMOCA, if you see, you know, the place where it is highlighted, you know, first, they were able to get out of the flatness after they changed their ICP and the problem value.

And then they decided to shift from India to the US.

Now, it takes some courage to do something like this, because the traditional advice that people will get is like, solve problems for people around you.