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Engagement 01A

Advisory for
Start-Ups

For founders who want to build or grow online. From idea filtration and GTM strategy to team building, financial clarity, and the right mindset for the long game.

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For

Start-Ups

Starting at ₹10,000 / month

Suggested engagement: 1 year

This advisory is designed for founders who want to build or grow online.

Foundation

  • Idea filtration — is this worth pursuing
  • Understanding your target market and determining the TAM
  • Company set-up and tax guidelines

Strategy & Roadmap

  • Building your roadmap and breaking goals into clear phases
  • Go-to-market (GTM) strategy
  • Product pricing — how to arrive at a number that works
  • Selecting the right tie-ups and collaborations

Online Presence

  • The full online plan — website, social media, content, and beyond
  • Company brand book — identity, tone, and positioning
  • Building a personal brand as a founder

Financial Clarity

  • Understanding your P&L, cash flow, and key financial metrics
  • Marketing-side metrics — what to track and why it matters
  • Excel tools and templates where needed

Team & Operations

  • Team building, analysis, and recruitment guidelines
  • HR-related documents and structure
  • Building KPIs and measuring what matters

Sales & Growth

  • How to close deals and sell
  • Identifying bottlenecks when things are not working — and fixing them

Mindset & Development

  • Training the mind, not just the business model
  • Building the right habits and letting go of the non-supportive ones
  • Book recommendations relevant to your stage

What not to do

At each stage, I will be direct about what to avoid. Often, this matters more than the plan itself.

I advise. I do not execute any of the above for you.

Interested in the Start-Up Advisory?

Share a few details and Ajay will get back to you personally to discuss your situation and how this engagement could work.

Free Downloads

Resources to support your journey as a founder — download any of these for free.

Founder's Idea Filtration Checklist

A step-by-step checklist to evaluate whether your idea is worth pursuing before you invest time and money.

GTM Strategy One-Pager Template

A clean template to map out your go-to-market strategy — audience, channels, messaging, and timeline.

Startup KPI Tracker

An Excel tracker to monitor the metrics that actually matter — revenue, marketing, and operations in one view.

Brand Book Starter Framework

A structured guide to define your brand's identity, tone of voice, and visual positioning from scratch.

What People Say

"Ajay does not give you a roadmap. He gives you a mirror. That is far more valuable when you are trying to build something real."

Rahul M.

Founder, D2C Brand · Mumbai

"Ajay is a patient and deep listener. He is great to soundboard ideas and evaluate them for execution. Was always looking forward for our weekly conversations."

Dinesh Kumar

Founder - Innocence Theory

Ready to connect?

Drop a note. Keep it brief — what you are building, where you are stuck, and what kind of help you are looking for.

ajaybinani@gmail.com +91 98312 52939