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πŸ“– StartupOriginals Β· Learning

The Founders’ Library.

Battle-tested guides, market playbooks, founder courses and a living glossary: everything you need to build, fund and scale, in one place.

7 Guides7 Playbooks46 Glossary terms14 Courses
🧭 The founder journey

Validate the problem, register the company and get the legal basics right.

Go to Startup Guides β†’

🧭 Guided journeys

Start a Learning Path

Curated, ordered journeys that cut across guides, playbooks and courses: go from zero to confident, step by step.

πŸ—‚οΈ The desks

Browse the Library

Six desks, one place to level up: jump straight to any of them.

πŸ“ Startup Guides

Step-by-step, no fluff

Practical how-tos for the things every Indian founder has to get right.

All guides β†’
DPIIT Startup India Recognition: Eligibility, Benefits & How to Apply (2026)A founder's guide to free DPIIT Startup India recognition in 2026: eligibility under the revised framework, the Section 80-IAC tax holiday, the post-abolition angel tax position, and how to apply.Beginner⏱ 8 minESOPs for Indian Startups: How to Design a Pool, Vesting and Taxation ExplainedHow Indian startups design an ESOP: sizing the option pool (10 to 15 percent), a four-year vest with one-year cliff, and two-stage taxation with a rupee example.Intermediate⏱ 8 minHow to Raise Your Seed Round in India: A Founder's Playbook (2026)A practical India-specific playbook for raising a seed round: the traction investors expect, a realistic timeline, funding sources from angels to micro-VCs to SISFS, and mistakes to avoid.Intermediate⏱ 6 minHow to Read Your Startup's P&L: A Founder's Guide to the Income StatementA plain-English guide to reading your startup's P&L: revenue to net profit line by line, COGS vs opex, gross-margin benchmarks by model, and what to watch monthly.Beginner⏱ 8 minBurn Rate & Runway for Indian Startups: How to Calculate and Extend Your Cash RunwayA practical guide to startup burn rate and runway for Indian founders: gross vs net burn, the rupee formula, hidden PF/ESI/gratuity costs, and how to extend runway.Intermediate⏱ 9 minHow to Register a Private Limited Company in India (2026): Steps, Costs and TimelineA 2026 guide to private limited company registration in India via SPICe+: DSC, name reservation, PAN/TAN, real costs, timeline, and the post-incorporation steps founders miss.Beginner⏱ 8 min

β™ŸοΈ Market Playbooks

Strategy, by sector

Deep, opinionated plays for winning specific markets in India and beyond.

All playbooks β†’
The Fintech Playbook for India: RBI Licences, Compliance and Go-To-MarketA go-to-market and licensing playbook for Indian fintech founders: how to map your model to an RBI licence (PPI, NBFC, PA, AA), the partnership and co-lending routes, compliance timelines and how regulation becomes a moat.Advanced⏱ 9 minEnterprise Sales in India: How to Sell Software to Indian BusinessesAn India-specific B2B enterprise sales playbook: the buying committee, the sales cycle by segment, pipeline, GST and TDS, MSME payment rules, and pricing.Intermediate⏱ 7 minThe Marketplace Playbook: Solving the Cold Start Problem in IndiaA founder's framework for the two-sided marketplace cold start problem in India: which side to seed first, building liquidity city by city, supply constraints, and trust mechanisms, with real examples.Advanced⏱ 9 minPricing Your Product for India: Willingness to Pay, Freemium and PackagingA SaaS pricing playbook for India: gauge willingness to pay, pick a value metric, choose freemium vs trial vs sales-led, and handle INR, 18% GST and e-mandate billing.Intermediate⏱ 8 minThe ONDC Playbook: How D2C Brands and SMBs Go Live on the Open NetworkA practical ONDC onboarding playbook: how to go live via a Seller Network Participant, the real fees versus Amazon and Flipkart, and where it fits a D2C or SMB strategy.Intermediate⏱ 7 minThe D2C Playbook for India (2026): How to Build, Launch and Scale a BrandA 2026 D2C playbook for India: positioning, the channel mix, honest unit economics, and FSSAI, BIS and Legal Metrology compliance, with the Mamaearth scale story.Intermediate⏱ 7 min

πŸ“” Living glossary

Every term, explained simply

Startup, VC and finance terms: search, filter by topic, and follow the links between them.

Browse A–Z β†’

Alternative Investment Fund (AIF)

Fundraising

An Alternative Investment Fund is a privately pooled investment vehicle registered with SEBI that raises money from investors and deploys it under a defined strategy, and it is the legal wrapper most Indian venture capital and private equity funds use. SEBI's AIF Regulations, 2012 sort them into three categories: Category I (venture capital, angel, SME, infrastructure, and social funds that back early-stage or priority sectors), Category II (private equity and debt funds, including most standard VC funds), and Category III (hedge-fund-style vehicles that use leverage and complex strategies). The minimum investment is generally Rs 1 crore per investor, with a lower Rs 25 lakh floor for angel funds, which is why AIFs pool capital from HNIs and institutions rather than retail investors. For founders, a fund's AIF category signals its mandate, typical ticket size, and how it can structure a cheque.

Bootstrapping

Strategy

Bootstrapping means building and growing a startup using personal savings and revenue from customers instead of raising external investment. It keeps founders in full control of ownership and decisions, forces early discipline on unit economics, and avoids dilution, but it usually means slower growth and tighter cash. Several well-known Indian companies, such as Zoho and Zerodha, scaled largely without venture capital, showing that bootstrapping can be a deliberate long-term strategy rather than only a starting phase. Founders often bootstrap to a point of real traction, then raise on stronger terms or choose to stay independent.

CCD (Compulsorily Convertible Debentures)

Equity

CCDs are debentures, a debt instrument, that compulsorily convert into equity shares on a set date or trigger, giving investors bond-like documentation with an equity outcome. They behave like debt until conversion and like equity afterwards, which creates a useful split in India: FEMA treats CCDs as equity for foreign-investment and FDI-cap purposes, while the Income-tax Act treats them as debt until conversion, so interest paid to CCD holders is tax-deductible for the company (unlike dividends on CCPS). Founders often prefer CCPS for cleaner cap tables and use CCDs where the deductible-interest cash-flow benefit matters; foreign CCD allotments are also reported to the RBI in Form FC-GPR within 30 days.

Dilution

Equity

The reduction in existing shareholders' ownership percentage when new shares are issued in a funding round.

ESOP

Equity

An ESOP (Employee Stock Option Plan) gives employees the right to buy company shares at a fixed exercise price after they vest, letting them share in the upside they help build. In India ESOPs are taxed at two separate stages: first as a perquisite (salary income) at exercise, on the gap between fair market value and the exercise price, with the employer deducting TDS; and again as capital gains at sale, on the gain over the FMV taken at exercise. A common cash-flow trap is that employees can owe tax at exercise before they are able to sell any shares; to ease this, DPIIT-recognised startups holding a Section 80-IAC certificate can defer the perquisite tax until the earliest of about five years, the sale of the shares, or the employee leaving the company.

MRR

Metrics

Monthly Recurring Revenue, recurring revenue normalised to a month. ARR Γ· 12.

Runway

Finance

The number of months a startup can operate before running out of cash, at the current net burn rate.

Sweat Equity

Equity

Sweat equity is shares issued to founders, employees, or directors in return for non-cash contributions such as know-how, intellectual property, or value addition, rather than for money. In India it is a formal instrument under Section 54 of the Companies Act, 2013 and Rule 8 of the Companies (Share Capital and Debentures) Rules, 2014, requiring a special resolution, a registered valuer's valuation, and a three-year lock-in. Ordinary companies can issue up to 15 percent of paid-up equity in a year (or Rs 5 crore, whichever is higher) and 25 percent overall, but DPIIT-recognised startups may issue up to 50 percent of paid-up capital within 10 years of incorporation; the shares are taxed as a perquisite in the recipient's hands, much like ESOPs.

+38 more terms in the full A to Z

πŸŽ“ SO Academy & Founder Courses

Learn from people who’ve done it

Structured, multi-module courses, taught by operators who’ve built, raised and exited.

Fundraising 101: How to Raise Your Seed Round in India18 lessons Β· by SO AcademyA practical, India-first course on raising your first institutional round: the funding landscape, getting fundraise-ready, sources of capital, running the process, the term sheet, and closing.BeginnerView course β†’Go-to-Market and Product-Market Fit for Indian Startups12 lessons Β· by SO AcademyFind and prove product-market fit, then build a repeatable go-to-market: define your ICP and positioning, validate demand, measure PMF honestly, choose the right sales motion, handle India-specific GTM nuances, and scale what works.IntermediateView course β†’Startup Finance Fundamentals: Unit Economics, Modeling and Runway16 lessons Β· by SO AcademyA founder-first finance course for India: read your financial statements, master unit economics, build a driver-based model, manage burn and runway, handle GST/TDS/ROC compliance, and understand cap-table math.BeginnerView course β†’Term Sheets, Cap Tables and Startup Equity, Decoded (India)12 lessons Β· by SO AcademyMaster the equity side of a startup: read a cap table, model dilution across rounds, decode a term sheet clause by clause, understand downside-protection clauses, and use the right instruments (CCPS, iSAFE, ESOP) the Indian way.AdvancedView course β†’The Investor-Ready Pitch: Deck, Valuation and Storytelling for Indian Founders10 lessons Β· by SO AcademyBuild a pitch that gets Indian investors to yes: craft the narrative, design a 12-slide deck, size your market bottom-up without inflated numbers, frame valuation and the ask, and run the meeting, Q&A and data room.IntermediateView course β†’The Startup Legal and Compliance Playbook for India (Incorporation to FEMA)16 lessons Β· by SO AcademyThe compliance course every Indian founder needs: incorporate correctly, get DPIIT and tax benefits, run the compliance calendar (GST, TDS, ROC), put your founding legal documents in place, stay compliant on hiring, and take foreign investment the right way.IntermediateView course β†’Zero to One: Build Your Startup From Idea to First Paying Customers (India)16 lessons Β· by SO AcademyThe flagship first-founder course: turn an idea into a validated business, register and set up your company, build a lean MVP, reach product-market fit, and win your first paying customers in India.BeginnerView course β†’Cap Table and ESOP for Indian Founders: Equity, Vesting and Dilution11 lessons Β· by Founder MasterclassOwn your equity story: split founder equity fairly, read and maintain your cap table, design and run an ESOP pool, handle ESOP taxation and exits in India, and model dilution across rounds. A founder-and-team companion to the investor-facing Term Sheets course.AdvancedView course β†’Founder-Led Sales: Winning Your First 100 B2B Customers in India14 lessons Β· by Founder MasterclassThe operator playbook for selling before you have a sales team: find your beachhead, build pipeline through founder outbound, run discovery and demos, price and close in the Indian market, and hand off to your first sales hires.IntermediateView course β†’From Idea to Product-Market Fit: A First-Time Founder's Playbook11 lessons Β· by Founder MasterclassThe deep, honest guide to the pre-PMF grind: run real customer discovery, scope and ship a lean MVP, get to first users, measure product-market fit for real, and decide when to iterate or pivot.BeginnerView course β†’How to Register a Startup in India: Incorporation to DPIIT Recognition12 lessons Β· by Founder MasterclassA first-time founder's hands-on walkthrough: choose your structure, incorporate through SPICe+, get your founders' agreement and equity right, secure DPIIT recognition, and complete your first setup and filings.BeginnerView course β†’Startup Finance for Founders: Unit Economics, Burn and Board Reporting12 lessons Β· by Founder MasterclassThe operating-finance masterclass: read your P&L like an operator, master unit economics, manage burn and runway with scenarios, build a driver-based model, track the metrics investors watch, and run a clean board and investor reporting cadence.IntermediateView course β†’Startup Pitch Deck: The 12 Slides That Get Indian Investors to Yes11 lessons Β· by Founder MasterclassThe tactical deck-craft masterclass: nail your narrative, build the 12 to 15 slide deck slide by slide, present traction and numbers honestly, run the investor meeting and Q&A, and follow up to keep momentum to a term sheet.IntermediateView course β†’Fundraising with Conviction: How to Raise a Seed Round in India16 lessons Β· by Founder MasterclassThe operator's masterclass on raising: judge if you are ready, target the right investors, understand investor psychology, run a competitive process, negotiate the term sheet, and close with conviction. A tactical companion to the Fundraising 101 curriculum.AdvancedView course β†’

🧰 Resources

Steal these templates

Founder-ready templates and calculators, free to download and reuse.

πŸ†• Fresh on the shelves

Latest from the Library

New guides, playbooks and lessons as they publish.

The Fintech Playbook for India: RBI Licences, Compliance and Go-To-MarketA go-to-market and licensing playbook for Indian fintech founders: how to map your model to an RBI licence (PPI, NBFC, PA, AA), the partnership and co-lending routes, compliance timelines and how regulation becomes a moat.Advanced⏱ 9 minDPIIT Startup India Recognition: Eligibility, Benefits & How to Apply (2026)A founder's guide to free DPIIT Startup India recognition in 2026: eligibility under the revised framework, the Section 80-IAC tax holiday, the post-abolition angel tax position, and how to apply.Beginner⏱ 8 minESOPs for Indian Startups: How to Design a Pool, Vesting and Taxation ExplainedHow Indian startups design an ESOP: sizing the option pool (10 to 15 percent), a four-year vest with one-year cliff, and two-stage taxation with a rupee example.Intermediate⏱ 8 minEnterprise Sales in India: How to Sell Software to Indian BusinessesAn India-specific B2B enterprise sales playbook: the buying committee, the sales cycle by segment, pipeline, GST and TDS, MSME payment rules, and pricing.Intermediate⏱ 7 minThe Marketplace Playbook: Solving the Cold Start Problem in IndiaA founder's framework for the two-sided marketplace cold start problem in India: which side to seed first, building liquidity city by city, supply constraints, and trust mechanisms, with real examples.Advanced⏱ 9 minHow to Raise Your Seed Round in India: A Founder's Playbook (2026)A practical India-specific playbook for raising a seed round: the traction investors expect, a realistic timeline, funding sources from angels to micro-VCs to SISFS, and mistakes to avoid.Intermediate⏱ 6 min

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