Thinks 734

Bibek Debroy and Aditya Sinha on India’s Urban Local Bodies: “There is a need for urban local bodies across the country to find an alternative mechanism for financing development and reduce their dependence on transfers. Only then, the strong Wicksellian Connection will empower residents to question their city governments to carry out necessary developmental works.”

NYT: “In September, scientists at the University of Hong Kong published the most complete census of ants ever assembled. The numbers are so big as to seem made up. The study estimated that there are at least 20 quadrillion — that is, 20,000,000,000,000,000 — ants on Earth…What has always beguiled me about ants is how their similarities to humanity — they live in societies, they’ve all got jobs, they endure arduous daily commutes to work — are offset by incomprehensible alienness. So much of ant life makes no sense to us: There’s the abject selflessness, the subsuming of the individual to the collective. There’s the absence of any leadership or coordination, their lives dictated by instinct and algorithm, out of which emerges collective intelligence. There’s the way they navigate and communicate through chemical signals, creating road signs from pheromones and never getting stuck in traffic jams…Ants were here before us, and they are likely to long outlast us. They run the place. We’re just visiting.”

Ninan: “The Indian economy is manifestly an out-performer just now…So why is it that, for many observers, optimism about the present does not extend much beyond the visible horizon? It boils down to familiar issues, the most important being a structural unemployment problem which is hard to tackle, and which carries within it the roots of social unrest. Allied with this is the poor state of education and health care, and the nutrition deficits that show up in extensive stunting and wasting among children — tomorrow’s workforce. It needs no elucidation that, with such drag factors operating, a country cannot expect to maintain or improve its speed of ascent. There is also a third set of issues, linked to the limited range of systemic safeguards that exist to block pilot error.”

Peter Boettke: “I am an optimist because of the creativity of individuals and the power of the market; I am a pessimist because of the moral intuitions hard-wired into humans through our evolutionary past in small-group settings and the tyranny of government controls in the affairs of men. The logical outcomes of both are fundamentally opposed: complete and unregulated trade with all or isolation and war against all. Human history, I contend, can be seen as the long drama of these two forces battling it out to determine which norms of interaction will be dominant. Put another way, we can follow the Smithian propensity to truck, barter, and exchange, or we can follow the Hobbesian propensity to rape, pillage, and plunder. Optimism comes from Smithian propensities winning out over Hobbesian ones, whereas pessimism comes from the Hobbesian propensities sweeping aside the Smithian ones.” [via CafeHayek]

John McDonnell: “In 2022, large language models (LLMs) finally got good. Specifically, Google and OpenAI have led the way in creating foundation models that respond to instructions more usefully. For OpenAI, this came in the form of Instruct-GPT (OpenAI blogpost), while for Google this was reflected in their FLAN training method (Wei et al. 2022, arxiv). Flan’s which beat the Hypermind forecast for MMLU performance two years early. But the best is yet to come. The really exciting applications will be action-driven, where the model acts like an agent choosing actions. And although academics can argue all day about the true definition of AGI, an action-driven LLM is going to look a lot like AGI.”

Building High-Growth Profitable D2C Businesses (Part 3)

Backgrounder – 3

Netcore’s report on D2C lists its advantages: greater access to customer data, building 1:1 customer relationships at scale, and greater control over product catalogs, pricing, and profits. A Netcore D2C ebook lists the challenges: finding new customers (Acquisition), converting users to customers, poor product discovery, cart abandonment and low AoVs (Average Order Values), difficulty in retaining customers, and lack of hyper-personalization.

Harshil Salot writes: “The D2C model comes with several benefits, such as brand values, convenience, ease of use, and a feeling of community. According to Google India’s report, there has been up to 80 percent growth in customers searching for a brand’s official store. The changing consumer behavior is one of the top reasons for brands to adopt the D2C model… The D2C business model looks appealing. However, it comes with its set of obstacles – customer experience being the toughest. It is crucial to not only focus on scalability and revenue and incorporate new capabilities to deliver a smooth customer journey… D2C players engage with the customers directly, which aids in personalization. Using customer feedback, brands must merchandise good products, analyze the right price points, and manage demand. In the absence of middlemen and third-party suppliers, these players utilize an innovative marketing strategy to enter the market directly. There are no barriers between the producer and the consumer, allowing businesses to control their reputation, marketing, and sales tactics.”

YourStory: “The growth of social media platforms, including Instagram and Facebook, made it easier for manufacturers, retailers, and service providers to directly communicate with their customers. Courtesy of the D2C route, the conventional layers of the distribution channels are coming off. Products can now directly reach customers from the manufacturer or retailer’s location as the reduction of the supply chain pitstops enhanced the ease of access. People who buy personal care products, travel services, fashion, fitness, or food products can easily recall seeing ads on Instagram, etc., before visiting the seller’s website and purchasing the desired product…One of the main reasons why people buy a product from any seller is due to their trust in the quality and price offered in comparison to others. This trust and generation of the brand recall are of utmost importance to any D2C brand’s success.”

Inc42: “While there are many success stories and the future looks bright for D2C brands, there are challenges for the brands selling through the D2C channel due to both macroeconomic and sector-oriented factors. The new-age D2C brands, particularly the emerging ones, continue to face high competition from legacy players and marketplaces. For instance, the FMCG space, which has the largest number of prominent D2C brands in the country, has the presence of giant companies like Unilever, Nestle, ITC, Parle Agro, Colgate Palmolive, Procter & Gamble, among others. The list gets even bigger when it comes to global competition. Besides, it often becomes difficult for the new-age D2C startups to keep up with the pricing and discounts offered by large marketplaces like Amazon and Flipkart. On the other hand, they also have to bear high customer acquisition costs (CAC) as they need to spend significantly on marketing, face challenges on managing logistics, and low customer retention and loyalty.”

With this as background, we are now ready for the Q&A with D2C founders. The focus is narrower and centred around martech: how to acquire, retain and develop customers, and build high-growth profitable brands.

Thinks 733

FT: “Three of the top 10 highest-grossing mobile games ever launched in 2012. Candy Crush Saga, Clash of Clans and Puzzle & Dragons have each generated billions of dollars in revenues, before counting spin-off titles or licensing deals. They came out when smartphone screen sizes were getting larger, giving developers more real estate to play with. Games makers were beginning to master the business model of free-to-play games that charge for extra lives, power-ups or personalised outfits. Today mobile has gone from being a sideshow in the gaming market to its biggest source of revenue. Turning games into “live services”, with a constant stream of new levels or limited-time events, can sustain a popular mobile game for just as long as a console title, if not longer. Candy Crush Saga has been the most enduring global hit of that 2012 cohort. It has had three billion downloads and it still attracts more than 200 million players a month.”

Nathan Baschez: “I’ve seen a lot of technology waves in my time: cloud, social, mobile, wearables, crypto, and now AI. Every time, the same story plays out: there is a long gestation period, followed by a breakthrough story that kicks off a hype cycle. Lots of silly decisions get made, and most of the hoped-for value never materializes. But then the dust settles, the tourists leave, and a smaller group of people keep building; before you know it the technology gets woven into our lives in a boring-yet-useful way.”

NYT: “There are well over 100 currencies, from the Angolan kwanza and the Bhutan ngultrum to the Uzbekistan sum and the Vanuatu vatu. Is that the right number for the global economy? Not really. A multiplicity of unpredictably fluctuating currencies discourages trade and investment by injecting uncertainty into business decisions. Charles Kindleberger thought there should be one world currency, and he had a candidate: the U.S. dollar. He argued that there would be more trade, cross-border investment and prosperity if all nations either adopted dollars (as, say, Ecuador has) or tied their currencies to the dollar at a fixed exchange rate, which has almost the same effect…Perhaps surprisingly, though, the world today is closer to Kindleberger’s vision than he or his intellectual opponents could have imagined. Although the United States’ share of global domestic product has shrunk since the aftermath of World War II, the dollar continues to play a dominant role in financial flows.”

FT: “A decade ago, one man bands had gone out of fashion. Then along came Putin, Xi Jinping, Zuckerberg and Musk…Today’s two dominant organisational forms are practically the same: the one-man autocratic state and the one-man autocratic company. Both have the same vulnerability: the idiosyncrasy of an overpraised loner.”

Economist: “Why do the self-interested stewards of American capitalism—Wall Street, venture capitalists, investors, the business press—so often fall victim to too-good-to-be-true corporate narratives? Read “Power Failure”, Mr Cohan’s 800-page extravaganza on the firm founded in 1892 as the General Electric Company, and it is instantly clear how important brilliant people are to business success—and how their brilliance can become a dangerous vulnerability. GE had not only the inventor, Thomas Edison, to thank for its start in life; Charles Coffin, a visionary businessman, set it on the path to lasting greatness. Welch, who took over as CEO in 1981, stood on a similar pedestal. The author describes in beautifully reported detail Welch’s mastery of the chemistry behind GE’s products, such as plastics, as well as his abilities as a leader to cajole, charm, party with and, yes, annihilate staff. From the point of view of profits, it worked. Under him GE achieved quarter after quarter of earnings growth and a market value that grew from $12bn in 1981 to $400bn when he stepped down in 2001. But such success inevitably over-seduces investors. No one, apart from short-sellers, has an interest in peering through the hype. Under Welch, GE’s mythology—and no doubt M&A fees —meant that Wall Street mostly turned a blind eye to the growing role GE Capital, an unregulated bank, played in enabling the firm to meet its “stretch” profit targets. Under Jeff Immelt, his successor (whose appointment caused Welch such bitter regret), its size became an Achilles heel.”

Building High-Growth Profitable D2C Businesses (Part 2)

Backgrounder – 2

Fortune writes: “D2C, or digital-first brands, which leverage internet to sell directly, without the traditional distribution network of wholesalers, stockists and retailers, are having a dream run in India, thanks to its vast 700 million internet users and online shopper base of 140 million, third-largest after U.S. and China. India is now home to about 600 D2C brands with estimated combined revenue of over ₹14,000 crore (around $2 billion), says Ankur Bisen, senior partner at Technopak Advisors. The Indian D2C market is estimated at $1.9 billion, contributing close to 1% of the domestic FMCG, home and consumer accessories market, according to a white paper published by Technopak. It is expected to grow to $22 billion by FY25, more than 10% of the total market…To win big, brands will have to step up offline play. But how many can do that? Analysts say many D2C firms are using large e-commerce platforms and are restricted to the online medium. Given that e-commerce accounts for just 2-3% share of retail, it is important to have an offline presence. “To become a ₹20,000 crore brand from a ₹2,000 crore brand, companies will have to go the traditional way. They will have to look at distribution in general trade. This is going to be a big challenge for D2C brands, especially the small and mid-sized ones,” says Rajat Wahi, partner at Deloitte. Offline distribution requires substantial capital, says Wahi. “Once some of these brands hit the ₹50-100 crore revenue mark, they will potentially get acquired by big internet companies.””

From an HDFC Securities report: “D2C is here to stay; omni-channel the way forward: There are about 600 to 800 digital first companies in India. While many of these companies are only present on digital platforms and marketplaces, companies that have achieved a certain scale are endeavouring to expand into the offline channel. Speakers [at our conference] were of the consensus that online and offline channels will coexist. Selling on own websites is beneficial in terms of cost-effectiveness and easy access to data (that helps develop products), while an online-only presence limits the scope of growth…While an online presence gives customers easy access to the products, offline helps products achieve sustainable growth…Customer acquisition cost has sharply risen in digital space, which is a risk for D2C brands, if repeat purchases are not high… While D2C companies start to become sizable, many traditional companies are adopting the digital way. It is done through incumbents acquiring existing D2C brands to enter new niches that the brands were present in.”

The report has a couple of good slides which compares D2C with traditional FMCG:

A story in Economic Times summarises key findings from a report on D2C by ICICI Securities:

The era of mega brands is behind us and large companies will have to do a lot more hustle and have a portfolio of multiple mid-sized brands and a disruptive approach on some of the emerging trends, said a report by ICICI securities.

D2C or direct to consumer brands are better placed over large companies in select areas, not just restricted to the speed of execution.” With some of the underlying shifts in the environment, it’s getting a ‘level-playing’ field where large companies will have limited competitive advantages. Better consumer-level data and targeted marketing capabilities place consumer companies at an advantage to the larger players,” said the report.

D2C brands refer to businesses that have the majority of their revenue or customer acquisition from direct-to-consumer online channels or started with an online-first distribution before going omni-channel.

“Slowly but surely D2C players will impact large FMCG companies with their innovative product offerings and variety of flavours. With the kind of time people spend online, they are coming across D2C brands more often and the recall is increasing. Already D2C brands are seeing increased trials as consumers are now looking at options from their regular brands. Be it apparels, personal care or foods,” said Soumyadeep Mukherjee, cofounder, Spicestory. “The challenge for D2C brands however, will be to scale offline. At some point in time, all brands will have to go offline and build volumes there in order to keep treading the path to profitability.”

Another story in Economc Times lays out some of the challenges for D2C:

One of the primary disadvantages of a D2C-only brand is discoverability. Online marketplaces such as Amazon, Myntra, and Nykaa help consumers find new brands either with the help of search engine optimisation or marketing tools within the category search with the help of banners and more. Either way, coming across a new brand and trying it out (as the consumer trusts the retail channel) is much easier using marketplaces.

However, digital-first brands are engaging with their target audience with the help of focused content which allows them to have followers on social media channels, which in turn makes even first-time consumers feel confident about shopping from these D2C channels. Therefore, once the brand and consumer have come in contact, chances are that the consumer will place her next order through the D2C channel, app, or the brand’s social media page.

Thinks 732

strategy+business: “Although every company is different, and there is no set formula for determining the appropriate design for your organization, we have identified 10 guiding principles that apply to every company. These have been developed through years of research and practice at PwC and Strategy&, using changes in organization design to improve performance in more than 400 companies across industries and geographies. These fundamental principles point the way for leaders whose strategies require a different kind of organization than the one they have today.” One of them: “Declare amnesty for the past. Organization design should start with corporate self-reflection: What is your sense of purpose? How will you make a difference for your clients, employees, and investors? What will set you apart from others, now and in the future? What differentiating capabilities will allow you to deliver your value proposition over the next two to five years? For many business leaders, answering those questions means going beyond your comfort zone. You have to set a bold direction, marshal the organization toward that goal, and prioritize everything you do accordingly. Sustaining a forward-looking view is crucial.”

strategy+business on the need to question your successes as much as your failures: “Successes can feel like moments for celebration, rather than furrowed-brow scrutiny. But it is precisely those moments of interrogation that can lead to insights and longer-term competitive advantages. Today’s shorter economic cycles create more momentum, both good and bad, and you want to be riding a wave rather than trying to paddle against it.”

The Economist’s ten trends to watch in 2023. “Today’s world is much more unstable, convulsed by the vicissitudes of great-power rivalry, the aftershocks of the pandemic, economic upheaval, extreme weather, and rapid social and technological change. Unpredictability is the new normal. There is no getting away from it.”

Economist: “With a median age of 28 and a growing working-age population, India now has a chance to reap its own demographic dividend. Its economy recently displaced Britain’s as the world’s fifth-biggest and will rank third by 2029, predicts State Bank of India. But India’s prosperity depends on the productivity of its youthful people, which is not as high as in China. Fewer than half of adult Indians are in the workforce, compared with two-thirds in China. Chinese aged 25 and older have on average 1.5 years more schooling than Indians of the same age.”

Samuel Gregg: “Contemporary market liberalism has many individuals engaged in the important work of policy development and advocacy. Yet it desperately needs more people like the historian Amity Shlaes or the philosopher James R. Otteson. Such individuals combine their academic specialties with deep appreciation of market economics. But the market liberal cause also needs more of an even rarer commodity: economists with the breadth and depth of knowledge that gives them the capacity to mix it up with historians and philosophers peddling left-populist or economic nationalist narratives—and to do so on their opponents’ intellectual turf. Such individuals additionally require the capacity to address often very different audiences: experts and non-experts; the secular and the religious; the business leader tempted by the ESG agenda and pushed by woke management consultants to turn her company into something akin to an NGO; or the homemaker who’s considering voting for the latest politician promising economic nirvana through state intervention.”

Building High-Growth Profitable D2C Businesses (Part 1)

Backgrounder – 1

Over the past few weeks, I have had many conversations with a wide cross-section of D2C (direct-to-consumer) founders. I found very similar questions coming up. What follows is a Q&A format essay which answers the most common concerns and queries. Hopefully, it can work as a guide and playbook for D2C founders and marketers as they seek to build profitable businesses.

Let’s begin with understanding India’s D2C market first before we get to the Q&A.

Two charts from a Bain report on “How India Shops” positions D2C among a wide array of emerging e-tail models and highlights its growth of D2C:

A recent report by Shiprocket explains the traditional brands approach to reaching customers and how D2C brands are different.

Thinks 731

Economist: “Indonesia is poised for a boom—politics permitting…[It] has much to recommend it to foreign investors. It is young: 26% of the population is under 15, in stark contrast to ageing East Asia. It has also maintained a careful diplomatic neutrality for decades, making it a plausible destination for both Chinese and Western investment—one area in which its otherwise frustrating international anonymity provides an advantage. It is the world’s fourth-largest country by population, with 276m people, and so a gigantic market. And although it is only the world’s seventh-largest economy after accounting for the cost of living, and 16th at market exchange rates, it is steadily climbing up the rankings.”

Simone Stolzoff: “A map might give you directions from A to B, but a compass will help you find true north wherever you are. Often when we seek out career advice, we look for maps: follow the morning routine of this highly successful person. Reverse-engineer your way to the C-Suite, one LinkedIn cyberstalk at a time. Even the metaphors we use with regard to careers—ladders, stepping stones, paths—assume a linearity that is rarely consistent with lived experience. Our career maps may be distorted by other people’s preferences and our own outdated ideas of what we thought we wanted…Instead of planning a route from the get-go, we benefit from first taking a step back to determine what matters, irrespective of any particular job or direction.”

Michael Munger: “The price mechanism, if it is allowed to operate in situations of scarcity, allows other consumers to “bid” against the person who is thinking of hoarding. If prices are allowed to rise and carry out their proper function, then the current purchaser is really buying from potential future purchasers…[We need to] recognize that other consumers, not the seller, are responsible for the prices charged. Attempts to “manage” or “plan” prices do nothing to address the real problem of scarcity, and often make scarcity worse. Price controls are a restriction on the ability of other consumers to have their needs met, and that’s just wrong.”

Marian Tipy: “Every new human being comes to the world not only with an empty stomach, but also a pair of hands, and, more importantly, a brain capable of intelligent thought and new knowledge creation. In the process of economic development, human beings cause environmental damage, but the new wealth and knowledge that we create also allow us to become better stewards of the planet. That is why all environmental ranking tables are dominated by developed nations. Doomsayers concerned about population growth are right to note that the world is constituted of a finite number of atoms – be they of copper or of zinc. But the finitude of atoms (i.e., resources) is largely irrelevant to human well‐​being. What matters is our ability to create new knowledge that combines and recombines those atoms in ever more valuable ways.”

McKinsey speaks to the authors of “Deliberate Calm”: “Jacqui Brassey: Deliberate calm is a set of skills that helps leaders make the best decisions in the moment, even when it’s tough. Aaron De Smet: We’re constantly faced with new levels of uncertainty, volatility. Change is now the norm. I grew up in a world where the way we think about how to handle a crisis is outdated. This book helps leaders understand how to change their relationship with change, how to change their relationship with uncertainty, and not to shy away from it. But it also provides a better tool kit for dealing with uncertainty on an ongoing basis.”

Quoted in SaaS story by Economic Times

Bharani Vaitheesvaran had a year-end review of India SaaS. The key message in the story: “Indian Software-as-a-Service companies are bracing for slower quarters as a potential recession in US could hurt topline.”

It featured a quote by me: “Mumbai-based Netcore Cloud, a bootstrapped SaaS company, believes the on premise to cloud transition is a business growth driver with a lot more wind in its sails. Founder Rajesh Jain told ET: “India’s SaaS companies have a long period of future growth. 2022-23 will be just seen as a blip. Whether 2023 is worse or better than 2022 is hard to tell – much depends on the extent of slowdown/recession in the US and Europe.””

 

 

Thinks 730

Andy Kessler: “Profits are a measure of the societal wealth created by corporations, and that the price paid for products and services is the minimum amount of value created. If that weren’t true, we could all grow our own food or assemble our own iPhones. But we can’t. Jobs are very much like profits. All jobs, from the machine-learning coder to the oil-rig worker to the Safeway bagger, increase societal wealth. Why? Because we don’t have to do those jobs ourselves. Think of pay as personal profits. Every (legal) job adds value, and if you slack off or don’t deploy your human capital and live up to your potential, you’re stealing societal wealth from the rest of us. That’s selfish.”

Shashi Shekhar: “Our politics has grown dependent on accusations and counter-allegations. This also taints the positive works of the rulers…Why can’t our politicians dare to run for office solely on the basis of their welfare work and contributions? The electorate, not politicians, will have to provide an answer to this question. In some ways, the electorate has supported the misconduct of the politician. The moment has come to remind our politicians that we will vote based on their work and principles, not on hatred or spectacle.”

Thomas Homer-Dixon and Johan Rockström: Today’s mess is better understood as a global polycrisis, a term the historian Adam Tooze at Columbia has recently popularized. The term implies that humanity is dealing with a complex knot of seemingly distinct but actually deeply entangled crises. Precisely because these crises are so entangled, they’re causing worldwide damage much greater than the sum of their individual harms…We tend to see bits and pieces of a causal loop, but not the whole thing. For that reason, we urgently need to identify and monitor these feedbacks and ferret out those still unrecognized to establish whether they are synchronizing the world’s systemic risks. Businesses do similar kinds of risk analysis by diagraming causal loops in the dynamic systems affecting them. In this case, the system is the planet itself. It goes back to the ecologist Barry Commoner’s first rule of ecology — everything is connected to everything else — but with a crucial amendment: some kinds of connections matter a lot more than others.”

Phil Gramms, Robert Ekelund, and John Early: “Knowing that some people had extraordinary amounts of both ability and ambition, the Founders set about to build a government where the talented and ambitious could not seize control and use the power of government to endanger the freedom and property of others. They equally feared both the man on the white horse and the enflamed masses who, by either force or the ballot box, might seize the power of government and use it to destroy the rule of law.” [via CafeHayek]

Ben Thompson: “In the end, the best way of knowing is starting by consciously not-knowing. Narratives are tempting but too often they are wrong, a diversion, or based on theory without any tether to reality. Narratives that are right, on the other hand, follow from products, which means that if you want to control the narrative in the long run, you have to build the product first, whether that be a software product, a publication, or a company.”

Looking Back, Looking Forward (2022)

1

Me

As 2022 makes way for 2023, it is time to look at the year that was and peer ahead to the year that’s coming.

This is a year that will be remembered for the Russia-Ukraine war. TIME magazine named Zelensky as its Person of the Year. A war that Putin probably thought would be over in days has gone on for most of the year – with no end in sight. This is also a year that saw interest in India rise globally. Whether it is the 1.4 billion people market or the China+1 strategy, India is slowly edging its way to becoming relevant – in part driven by its entrepreneurs. 2022 has been a year of what Adam Tooze has called polycrisis. Inflation, interest rates, energy challenges, geopolitical problems, and constant talk of a coming slowdown and recession in the Western countries have all combined to make this a tough year.

For me, 2022 began with Covid and 5 days of precautionary isolation. I had fever for a day and was fine after that. I also tested positive for Covid in August when I had gone to attend a conference in Goa and they mandated a self-test prior to the start; I would never have known otherwise because I didn’t have any symptoms. I ended up staying in a hotel room for a couple days and then returning to Mumbai. While I did not attend the conference, I did get a lot of me-time! While the spectre of Covid was never too far at the start of the year, the world (except perhaps China) is all done with it. No testing, no masks, no social distancing. After two years, we are back to a normal world. And the best indicator is that India’s bureaucrats no longer insist on the Air Suvidha form for those arriving into India!

After almost two years of work from home starting late March 2020, I am back to the office more days than at home. The good news is that hybrid work is actually good work thanks to a home office which I never had till the pandemic struck. In-person meetings and events are back with a bang, with Zoom filling in as needed to enable conversations which earlier may have not happened or would have been delayed.

Travel too has come back in a big way. I made a total of 13 trips during the year – 5 international and 8 domestic. I travelled to the US twice (once on work in May and then on vacation in June). I attended the Mont Pelerin Society conference in Oslo. I was part of Netcore’s customer events in Vietnam and Doha – both as a “substitute” for colleagues who could not make it! The Doha event was a memorable one: Netcore had organised a global customer conference where we also took our customers for a FIFA World Cup pre-quarter final match between Portugal and Switzerland. It was the first such live sporting event in my life. I am not much of a sports fan; yet, the experience of being at the stadium with 83,000 more people was quite something! It was a good match with 7 goals scored; Portugal winning 6-1. We had taken the hospitality package, so we had some of the best seats in the stadium. The time in Doha also showed how a new Middle Eastern destination to rival Dubai is being built. The local travel consisted of two trips each to Palitana and Bangalore, and then to Delhi, Rajasthan, Goa and Gujarat (Shankeshwar). One of the Bangalore trips was for the Unbxd acquisition, a big highlight of the year for Netcore.

2

Netcore and Martech

For Netcore, this has been a year of continuing growth. We will close FY 23 with over $100 million in revenues (Netcore and Unbxd combined; and factoring in the depreciation of the rupee by 10% against the dollar), despite some slowness in customer spending on martech. While I was hoping to have made progress on the IPO front, that decision has been delayed – I will re-evaluate in early 2023. On the business front, there are many innovations that we are bringing forth, especially around Email 2.0 (AMP) and Loyalty 2.0 (Atomic Rewards). The coming year will have “profits” as the most important driver, and on that front Netcore itself and its products are very well placed. In the presentation I did in Doha, I spoke about how Netcore’s solutions help brands free their ad budgets from the clutches of Big Adtech and cut down on AdWaste which costs the world $200 billion annually.

I did a lot of writing on my new ideas in Martech. Here is a list of the 29 essays I wrote in 2022 in reverse chronological order:

In addition, there were many talks and interviews during the year (newest first):

3

Entrepreneurship, India and 2023

A continuing theme for me has been on entrepreneurship. There were many conversations through the year:

I also wrote about India and its possible path to freedom and prosperity:

A new series I started towards the end of the year was on My Life System. I have already published 30 posts – with more to come.

Looking ahead, 2023 should see a lot of action. I want to popularise the new marketing ideas and make it the Year of AMP and Atomic Rewards – two solutions which can together deliver 10X and more in conversion outcomes for marketers. AI (especially Generative AI) will need to become a key component of all we do. Our global expansion in Netcore and Unbxd will continue. The IPO decision will be determined as much by marketing conditions as by our own trajectory.

On the personal front, 2023 will see Abhishek go to the US for his undergrad studies and chart his future life. After 18 years of being with him, Bhavana and I will need to adjust to daily life without him. This is going to perhaps be the biggest change for us.

2023 should also see my book on entrepreneurship getting published. Now that I have a very settled pace of blogging (two posts published daily), I am also hoping to learn some new things. More on these tracks during the year.

For now, let’s welcome 2023. Wish you a very Happy New Year!