1x2x.in1x2x.in home

Programs

Engagements defined by the outcome they must produce

Each program states the outcome, the commercial structure and what is delivered. You enter at the phase your evidence supports - not the phase that sounds most ambitious.

0→1 Create · ≈ 4 months

Create the first real evidence of Indian demand and a validated India thesis - before entity, inventory or local hiring decisions.

India Market Creation Sprint

A decision-grade India thesis: who buys, why now, at what price, through what path.

  • Demand and category research with named target accounts
  • ICP hypotheses tested in live founder-level conversations
  • Price metric, packaging and procurement path options
  • Compliance, certification and duty triage for your product type
  • Go / no-go recommendation with a costed 0→1 plan

Fixed fee only

First Revenue Program

First Indian revenue collected from registered opportunities.

  • Outbound and referral motion built and run for you
  • Design-partner and pilot recruitment
  • Localized offer, proof assets and objection handling
  • Procurement, invoicing and collection path unblocked
  • Evidence pack for the 1→2 stage gate

Fixed fee plus modest success fee on attributable collected revenue

1→2 Prove · ≈ 6 months

Convert early traction into a repeatable sales and partner motion that does not depend on founder heroics.

Repeatability Engine

A motion that wins predictably - measured on win rate, cycle time and margin.

  • Sales motion instrumented with stage definitions and metrics
  • Channel and partner development with scored partners
  • Pricing and discount discipline for the Indian market
  • Service, support and renewal design
  • Weekly operating cadence with published metrics

Monthly retainer plus success fee on collected revenue or contribution margin

Scale Readiness Program

A costed, sequenced pan-India scale plan with the risks named.

  • Region and segment prioritisation
  • Team, structure and hiring plan
  • Channel economics and partner tiering
  • Working-capital, logistics and service coverage model
  • Country P&L model with downside, base and upside cases

Fixed fee only

2→x Scale · ≈ 12 months

Expand regions, channels, team and country P&L on top of a proven motion.

Pan-India Scale Partner

Regions, channels and team scaled against a country P&L.

  • Multi-region rollout execution
  • Partner network build and enablement
  • Demand generation and category building
  • Forecasting discipline and pipeline governance
  • Quarterly attribution and fee review

Monthly retainer plus lower-percentage success fee

India Country Office

An operating India business unit, then a clean handover to your own leadership.

  • Country leadership and functional coverage
  • Compliance, finance and vendor operations coordination
  • Board-grade reporting on outcomes and value
  • Succession and internalisation plan
  • Defined exit path from partner to in-house team

Premium retainer; success fee optional and capped

An Indian industrial and logistics district at dawn: trucks at loading docks, warehouses and a city skyline beyond

Not a deliverable list

Each program is a team in the field for a fixed number of weeks

You are buying people in rooms with your buyers, your channel and your plant - with a gate at the end that either passes on evidence or stops the spend.

Pick by evidence, not ambition

Which engagement matches where you actually are

Read across from the evidence you hold today. The stage decides the engagement, and the engagement decides the fee shape.

Evidence you hold todayStageEngagements that fitA thesis, no Indian customers0→1Market Creation SprintFirst Revenue ProgramA few wins nobody can repeat1→2Repeatability EngineScale ReadinessA motion that works in one region2→xPan-India Scale Partn…India Country OfficeIf the evidence in row one is missing, no amount of scale work in row three will hold.

Hover or tab through the diagram · click any step for detail

Stage 0→1 - A thesis, no Indian customers
You have conviction and no Indian customers yet. Engagements that fit: Market Creation Sprint or First Revenue Program. Start with the sprint: segment, buyer, price metric and a shortlist of named accounts you can actually reach. The First Revenue Program then runs the pursuits with you until cash is collected and attributable. Skipping this row is the most common and most expensive mistake - later rows assume its evidence exists.
Stage 1→2 - A few wins nobody can repeat
You have wins, but only you can produce them. Engagements that fit: Repeatability Engine or Scale Readiness. The Repeatability Engine documents the motion and hands it to a second operator to run without you. Scale Readiness stress-tests pricing, procurement and support before you add headcount. The gate is a motion another rep can run at a similar win rate.
Stage 2→x - A motion that works in one region
One region works and you want the country. Engagements that fit: Pan-India Scale Partner or India Country Office. Pan-India Scale Partner sequences cities, channels and partners against contribution margin. An India Country Office moves the motion in-house with hiring, governance and reporting in place. This row only holds while unit economics survive the expansion, region by region.
Most companies place themselves one row too low. The diagnostic exists to settle the row before any fee is agreed.

Straight answers

What companies ask before choosing a program

Scope, sequencing and how each engagement is priced and gated.

What do 0→1, 1→2 and 2→x mean?

They are the three stage gates of an India engagement: 0→1 creates the first validated demand and revenue, 1→2 proves the motion repeats, and 2→x scales it across regions and channels.

Each gate passes on evidence, not on effort. 0→1 requires a named ICP with repeat qualified demand, documented willingness to pay and first attributable collected cash. 1→2 requires a motion another rep or partner can run. 2→x requires unit economics that hold at scale.

Stage gates in detail
How long does it take to reach first revenue in India?

The 0→1 stage runs about four months and targets the first attributable collected revenue rather than a launch date.

Speed depends on purchase complexity: a self-serve digital product can transact in weeks, while a certified industrial product may need testing, approvals and a channel partner before the first invoice is even possible.

Programs and durations
How does 1x2x.in charge for India market creation?

Pricing is a retainer or fixed fee plus a success fee. The fee funds the operating team and research; the success fee follows attributable revenue only after cash is collected.

Success fees never trigger on bookings or invoiced pipeline. For physical products the success fee is calculated on contribution margin, not gross sales, so nobody is rewarded for unprofitable volume. Caps and step-downs are available where they make internal approval easier.

Commercial structure
Will 1x2x.in work on a pure success fee?

No. 0→1 market creation is never taken on a pure success fee, because evidence work - ICP validation, procurement mapping, price testing - has real cost and cannot be short-cut by selling harder.

Once a motion is proven at 1→2 and 2→x, the fixed component falls and the variable component carries more of the total. The success-fee percentage also falls as the revenue base grows, even though the absolute fee can rise.

Pricing rules
Does this work for physical products as well as software?

Yes. Digital, physical and hybrid products are all in scope, with different work: software needs pricing, procurement and pipeline; physical products add import duty, certification, logistics, channel margin, service and returns.

Because physical margin structures differ so sharply from software, physical engagements are priced and reported on contribution margin created rather than revenue.

For physical products
How do you start working with 1x2x.in?

Start with a scoped request or an India Diagnostic: a short written brief on your product, target segment and time horizon, answered with a stage recommendation and an indicative fee structure.

The diagnostic exists so the first commercial decision is small. It produces a written India thesis, the evidence gaps that matter and the shortest credible path to a first order.

Start a conversation

Not sure which phase you are actually in?

Most companies believe they are further along than the evidence supports. A 30-minute discussion will place you honestly.

Book a 30-min discussion See how value is measured