Ananya Iyer | Venture Diagnostics D2C

I tell Indian D2C founders what's actually breaking their growth after Series A. Founder, Avan Partners. Brand teardowns with real numbers.

[Ananya Iyer | Venture Diagnostics D2C @analyzzzing]

Someone on r/indianstartups posted a question this week that I keep thinking about.

His family runs a clothing factory. He put their surplus stock up on Reddit, got more than 40 orders, and now wants to know if he should launch his own brand.

I'd tell him to wait.

He already has the thing most Indian D2C brands spent years and a lot of investor money trying to get right, which is control over what it costs to make the product and how much of it sits in a warehouse.

Plenty of funded brands outsourced manufacturing, over-ordered and then discounted their way out of the pile.

What the 40 orders show is that people will buy decent clothes when they're cheap. They don't show that anyone will pay full price for his label, and that's a different business.

So I'd keep selling surplus for a year and watch how many of those first buyers order again. If they do, he's got the start of a brand. If they don't, he's got a good clearance business, and that still makes money.

The factory is his edge. I wouldn't spend it on a logo yet.

[Ananya Iyer | Venture Diagnostics D2C @analyzzzing]

@sabakarimm the Turing test is now just whether you hate the founder enough to use their competitor

[Ananya Iyer | Venture Diagnostics D2C @analyzzzing]

@bradcarryvc You could also invite a third person occasionally to disagree with y'all confidently despite having absolutely no idea what they're talking about. I believe that is called intellectual diversity

[Ananya Iyer | Venture Diagnostics D2C @analyzzzing]

@SaloneSehgal @Lumikai Congratulations, fantastic thesis!

[Ananya Iyer | Venture Diagnostics D2C @analyzzzing]

@akshay_ranjith @PurifitIn Points 2, 4 and 5 are one question. Does a repeat order still pay back after channel margins and payment cycles? It’s the first number an investor computes, and the one we pressure test with founders at https://t.co/SJg2FgobPA before a raise. Good list, Akshay.

[Ananya Iyer | Venture Diagnostics D2C @analyzzzing]

@dipaqsyqi The 7,750 aren’t failing, they’re being measured against an outcome most of them don't need and the question that helps a founder is whether the business is venture. shaped at all, before how to raise.

[Ananya Iyer | Venture Diagnostics D2C @analyzzzing]

@dkhare I think it then boils down to whoever owns the default, all the 3 above were loved and ended up absorbed. I do miss Waze.

[Ananya Iyer | Venture Diagnostics D2C @analyzzzing]

@BadCapitalVC Easy test for a thesis going stale is how much of it depends on a platform’s rules? Those inputs expire first. In Indian D2C, that’s Meta CAC and quick comm margins.

[Ananya Iyer | Venture Diagnostics D2C @analyzzzing]

@BrendanFoody @benchmark @generalcatalyst @nvidia @salesforce @Zoom @mercor $20B on $3B run-rate is under 7x. That’s a marketplace multiple. The Fortune 500 shift is what could change it, because it’s the first time the buyer base isn’t a handful of labs

[Ananya Iyer | Venture Diagnostics D2C @analyzzzing]

@dipaqsyqi I must say Apple got this one right. They've aced the transition game between their devices.

[Ananya Iyer | Venture Diagnostics D2C @analyzzzing]

@vkhosla If it improves repeat rates and CAC, I'm sure everyone will be all for it.

[Ananya Iyer | Venture Diagnostics D2C @analyzzzing]

@Rand0mNepali @peculiarvivek A bunch of them do, I'm eyeing the Fritaire glass one. It claims non toxic, uncoated stainless steel, BPA PTFE PFA free. But I'm still waiting for independent lab testing.

[Ananya Iyer | Venture Diagnostics D2C @analyzzzing]

I'm curious, why do you prefer Instinct over any other AI?

[Ananya Iyer | Venture Diagnostics D2C @analyzzzing]

@kawal279 Give them equity and they'll think the same way. Until then either accept how they feel or complain.

[Ananya Iyer | Venture Diagnostics D2C @analyzzzing]

@saybwala It seems as though things will only truly pick up in January now lol.

[Ananya Iyer | Venture Diagnostics D2C @analyzzzing]

@Rand0mNepali @peculiarvivek I use Ninja, it still does have that coating. To be fair I'm extra cautious.

[Ananya Iyer | Venture Diagnostics D2C @analyzzzing]

@Banzaaraaa @peculiarvivek A lot of models use PTFE nonstick coating, and over time it can be quite hazardous. Just the way non stick pans are.

[Ananya Iyer | Venture Diagnostics D2C @analyzzzing]

@maahirpanchal As an introvert, I love them. Specially when I can order directly from the website instead of having to talk to anyone.