1. Introduction & PDF - First Read This

This ebook is a curated collection of key insights from closed-door Learning Sessions we’ve held for our portfolio companies over the past few years.

These Learning Sessions are intimate gatherings with seasoned founders and operators unpacking various aspects of launching, running, and growing a business. Until now, the insights from these sessions were locked in internal transcripts and notes, totaling hundreds of thousands of words.

These Field Notes are our attempt to unlock access to that invaluable knowledge for founders and operators beyond our portfolio.

The first set of Field Notes offers a deep dive into Go-To-Market (GTM) for B2C companies.

Why is it called ​“Field Notes”?

While titling this collection, we brainstormed whether to call it a Handbook, Playbook, or something similar. However, unlike playbooks or handbooks, this collection is not didactic or prescriptive, and it is definitely not one-size-fits-all.

Instead, these notes capture real-world lessons and frameworks from founders and operators who have successfully tackled similar challenges, giving you practical, actionable insights. Hence the moniker of Field Notes.

This collection is meant to be a starting point for B2C founders, offering proven strategies and tactics from the Indian market to help navigate their most pressing challenges.

How to read these Field Notes?

Any curation requires some judgment of what is relevant or not. The sections in this book cover what we believe are the critical levers of impact in GTM motions for Consumer companies: Performance Marketing, SEO and Content Marketing, Brand Marketing, Funnel Design, and Building GTM Teams.

Each section has chapters featuring direct snippets from our guest speakers, covering their stories and frameworks of what worked and lessons from what didn’t.

In some cases, chapters include snippets from two speakers, adding more depth with support or opposition.

Feel free to use this ebook in whatever way serves you best — whether that means skimming for quick inspiration or diving deep into each chapter to solve immediate challenges.

We hope you’ll find this text useful as you build your company from 0 to 1 to 10 and beyond.

We appreciate all feedback. Feel free to drop us a note at email hidden; JavaScript is required / email hidden; JavaScript is required.

PS: A big shout out to the community team led by Deepika Jain and Sarita Raichura and supported by Rinushree, who organized these workshops/​sessions, among many other L&D initiatives for the portfolio.