by Jennie M. Xue

Today, Indonesia is a hotbed for e-commerce startups. With 2017 forecasted growth of 5.1%, we can expect to see more startups. The thing is, we cannot easily predict which ones will thrive and which ones will die. As the Y Combinator co-founder Paul Graham once said: “What I tell founders is not to sweat the business model too much at first. The most important task at first is to build something people want. If you do not do that, it will not matter how clever your business model is.” The thing is, deciding what people want and when to start marketing often takes a village—especially when the founders do not see eye to eye.


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