Global Fair's success can be attributed to its willingness to pivot and experiment with different models and categories until finding the right fit. Founders should remain open to change and continuously test their assumptions to identify the most sustainable and scalable approach.

In a cross-border marketplace, the key differentiator is the ability to ensure consistent quality and reliability. By owning and controlling the supply chain, implementing rigorous quality checks, and offering guarantees and warranties, Global Fair built trust and loyalty among its customers.

Rather than trying to serve everyone, Global Fair focused on large-scale multifamily and commercial hospitality contractors who could benefit the most from its end-to-end procurement solution. Founders should identify and prioritize the customer segments that align best with their value proposition and growth potential.

Shaily emphasizes the importance of storytelling in fundraising, especially in the early stages when investors bet on the team and idea. Founders should hone their storytelling skills, tailoring their pitch to the audience and highlighting the key points that resonate with their vision and market opportunity.

One of Shaily's biggest learnings is the value of being in the customer's market from day one. By relocating to the US early on, Global Fair could better understand the needs and challenges of its target customers, enabling faster iteration and growth. Founders should prioritize customer proximity and immerse themselves in the market they serve.