Why B2B Marketplace Founders Ignore Pivot Signals
B2B marketplace founders in India see early warning signs—unit economics collapse, buyer stickiness below 20%, supplier churn accelerating—yet delay pivots by 18-24 months. The psychology isn't stupidity. It's sunk cost, identity fusion, and a misreading of India Stack leverage.
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Amit Tyagi
Founder, AletheiaAI & GP, Fitoor Capital
Veteran of India's startup ecosystem. Writing about fundraising, investor psychology, and what it takes to build fundable startups in India.
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