Thinking clearly
about business.

A practical guide to the cofounder equity split for Indian startup founders. Through Part 2 of the fictional Loopwise AI story, Prem Menon explains why 50-50 often fails, how four questions set a fair split, and how vesting for cofounders, a one-year cliff and a shareholders' agreement protect both the founders and the company.

Aarav had built the product but had no one who could sell it. Part 1 of the Loopwise AI story follows his choice between a skilled stranger and his college roommate, and the frameworks that made the call clearer

The GTM motion that closed your first ₹2 crore ARR was built around you — your credibility, your context, your closing power. Here's why that motion breaks after Series A, and the three-part system that replaces it.

Founders keep treating "find a mentor" and "join an accelerator" as the same advice — they're not. One buys you judgment, the other buys you distribution and a deadline, and confusing them costs founders equity or months they didn't need to spend.

Most founders search "OKR for startups India" the moment they close a Series A — and copy Google's playbook exactly. That's the mistake: OKRs don't build execution discipline, they expose whether you already had it.

The rules of company building have changed — quietly, completely, and faster than most founders realise. Four eras in forty years, and we've just entered the one where trust is the only moat that matters.