World Wide Web, Not Wealthy Western Web

Ignighter got 50,000 registrations, but it wasn’t enough to reach critical mass, and the founders considered abandoning their business. Then, they noticed they were getting as many sign-ups a week from India as they did in a year in the USA.


I’d bet that if you had asked them when they set up Ignighter, “What’s your India strategy?,” they would have said something like, “We don’t have one. We don’t care. We are focusing on middle-class New York Jewish people.” It’s also worth noting that if Ignighter had been an iOS app, they would not have been able to pivot their business, because iOS use in subcontinental Asia is very low. The product was discovered by their new customers precisely because they were on the web, accessible to everybody, regardless of device, operating system or network conditions.