Product-Customer Fit

In the odyssey of your startup, numerous factors will undoubtedly come into play. The list can be endless, and more than often, beyond inundating. It’s easy to be assailed with idle coffee meetings, vain pitches at meetups, foolish preparations for these pitches, despairingly gauging the fundraising climate, or naively worrying about extraneous factors that are just beyond your control.

Your time is limited. It’s vital for you to move swiftly, to test the riskiest assumptions you’re making, and compulsively validate whether your hypothesis even has legs. The best entrepreneurs have this uncanny ability to sift through the noise and discern for something I call the “limiting-factor” tasks. The term was inspired from my exposure to the hard-sciences in undergrad, and its definition can best be understood as the reactant in a chemical reaction that limits the amount of product that can be formed.

Within the chaotic, vast sphere of your startup, there will be certain undertakings that you just can’t move forward without, and they ultimately “limit” your ability to progress. These tasks are subjective and unique to each; it’s up to you to be due diligent. Competition is unforgiving in today’s brisk tech cycles, and you absolutely can’t afford for your team to work on something that no one will use, or on tasks that yield only marginal returns.

There is a popularized term in our industry that stems from the classic lean-startup school of thought called “Product-Market” fit. I personally think this term’s scope is a bit opaque, and prefer the word “Product-Customer” fit. I’ve opted for this because it places a substantial, dramatic focus on the only variable that truly matters — your customers.

The decisive limiting-factor is reaching this celestial destination of “Product-Customer” fit. If you’re not there, get there. You must ask the question– does this product I’m creating solve the problem of my customers? Do they like it? Even better, are they willing to pay for it? If not, you need to iterate on your product and fit it around your customers. Some of the best insight I can give is to get your customers involved as soon as possible.

“There is only one boss. The customer. And he can fire everybody in the company from the chairman on down, simply by spending his money somewhere else”

Lovaash has two customers. First, we have Creatives. Some of the best painters, artisans, calligraphers, typographers, and cartographers from all over the world are creating Lovaash Online Stores by the hundreds every week in our private alpha. Second, we have consumers who own spaces— home-owners in the outskirts of cities, students with dorms, young professionals across San Francisco and Miami, owners of Italian to Korean restaurants, interior designers liable to enterprise clientele, and the list goes on.

My team and I are creating technology to solve the issues in selling the work of our Creatives through a SaaS (Software-as-Service) dashboard that manages transactions, real-time promotions, analytics, and more. And as a Consumer, you’ll be able to find exactly what you want through the lens of your personal space. The solution will be a 2-sided global marketplace with its foundation etched in inspiration, simplicity, and affordability.

Lovaash is where you “Enhance your Space”.

Your Startup’s Timing

My co-Founder Mayer receives a fair amount of requests to consult young technology entrepreneurs in Sacramento and Silicon Valley about the direction of their respective startup endeavors. Mayer’s acumen on venture strategy is among the best I’ve seen, and I fully encourage students at Cal, Stanford, and UC Davis to reach out to him if need be. Every once in awhile I’ll tag along to one of these coffee meetings just for pure, curious inquisition; I’ve come to crave the energy these entrepreneurs bring to the table.

It has become commercialized in the startup community to say things like “Ideas don’t matter” or that “execution is everything”. But the truth is that ideas do matter, just not in the narrow sense of how startup ideas are traditionally defined. The best of these ideas are well thought out, can span years of potential shock, and carve out a formidable niche within their competitive landscape.

Though I’m not really interested in what your idea is, nor should you as an angel. Any “wantreprenuer” can come up with some idea and recite it to anyone who’ll listen. The question I always ask, especially at these meetings, is why now? Chances are that anything you try has already been done before on the internet. Antecedents existed for Youtube, Instagram, Google, and almost every other technology startup that has thrived since the dot-com bubble. However, each of these companies were valiant solely because the timing was just right.

Lets take Vine for example. The concept of digestible, looping videos is nothing new. There literally exists a graveyard of companies that vainly attempted to reach product market-fit with this idea. Vine succeeded because of its acquisition and ultimate integration by Twitter. Twitter’s robust and active user base frictionlessly adopted Vine into their tweeting habits to make way for a new form of sharable content. Youtube is another paradigm. Dozens of companies before Youtube attempted to create crowdsourced video sites and failed. However, those crowdsourced video sites were ahead of their time. Youtube got the market timing just right, and by 2005, all the puzzle pieces were in place– a new flash version, cheaper access to digital video cameras, blogs willing to embed video, copyrighted web content that easily exported to Youtube, and reliable home broadband.

Many folks ask me about Lovaash and the reason as to why now? We feel that 2013 is the right time for market penetration. The increasing ubiquity of SLR/DSLR cameras has brought a shift in how artists sell their work. Artists all across are outgrowing the gallery culture and are moving into the online space as global merchants. Lovaash artists currently span 36 countries and our marketplace will feature work that you’d never expect to find locally, at a fraction of the price, from street artists in Rio de Janeiro, Beijing, and Madrid. Only 3% of the world’s art is currently online, with even less of that in the sphere of mobile. Through other e-commerce leviathans like Fab and Amazon, we’ve learned that consumers are becoming more and more comfortable making larger purchases on tablets and phones. Lovaash will pioneer creativity onto the growing mobile frontier blazing way for a new, touching purchasing experience. What’s even more exciting is that the culture of sharing visual imagery is reaching a favorable zenith. Lovaash products are being Tumbled on Tumblr, pinned on Pinterest, virally shared on Instagram, Facebook, and StumbleUpon. Each image is accompanied with textual inspiration from its creator. Lovaash is not in the sales business, we are in the Inspire business.

Sometimes, you can do all the right things, but if it’s at the wrong time, it still won’t happen; and sometimes, you can do all the wrong things, but if it’s at the right time, it’ll somehow still serendipitously happen. So ask yourself the question– why now?

Sneak Preview

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A sneak preview into the technology we’re making here at Lov HQ.

Lovaash Online Stores

We’re busy building our Lovaash Online Stores. Earlier this week, our Lead Developer Daud showed me the specs behind the stores, and I can say that what we’re building truly is exciting technology. You see, these stores are a direct result of talking to artists, understanding a problem, and assorting out an innovative, pragmatic solution. Our culture is special in the sense that our product is being designed by our customers and artists every step of the way.

Our definition of an artist is broad and wide. They include painters, photographers, calligraphers, digital artists, designers, craftsmen and more. These artists all have an exemplary dimension of creativity, and each and every single artist has their own unique and accessible place on the Lovaash platform. These stores are designed to handle all elements of business for an artist to allow for an adamant focus on the one thing they truly love– creating beautiful work. Lovaash manages all print-on-demand, drop-shipping, payments, visual analytics, and offers powerful SEO optimization by pushing items to the tops of all major search engines.

But this value isn’t what truly makes a Lovaash Online Store peerless. I want to take the time to discuss three introspective motivations as to why an artist should create a Lovaash Online Store:

A Unique Audience

Knowing your store’s audience is monumental. Enhance your Space. It’s our one thing. A Lovaash member is anyone who owns or manages a space. Our community consists of suburban home-owners, studio renters in cities, students in dorms, small businesses such as restaurants, and interior designers liable to a specific clientele. Each and every single member comes to Lovaash in hopes to solve one problem– how do I easily find something I love for my space? Your work, by nature, is the remedy to their problems. Etsy, Fine Art America, Red Bubble and ArtFire all have an annoyingly fragmented audience. All the home-owners we’ve talked to have no idea what Fine Art America even is, and your work loses its shine in the midst of t-shirts on Etsy. Your work on Lovaash will make more sales because of our unique and focused audience.


Content is King. Each item on Lovaash has a 120 character-limit requisite of Inspiration in order to be listed. This is an opportunity for you as an artist to provide original content to the world. It can be anything: what made you create the piece, how it makes you feel, words you live by, or something random you thought of that very morning. As customers explore and discover items for their spaces, they’ll hover over your work with their mouses making way for a refreshing user experience in which your Inspiration is illuminated. Customers will have the ability to immediately share your work along with its respective Inspiration on Facebook, Tumblr, Pinterest, and StumbleUpon. Your work will connect with and distribute much faster on Lovaash.


Lovaash Online Stores are meant to be “Followed”. Choosing to follow a store gives a customer access to the most exclusive prices. Lovaash artists can create promotions in real-time for either the grand Lovaash marketplace, exclusively for their followers, or as individual pages that can be linked deep into their network. For example, an artist can create a flash sale by discounting their work for a specific time period; or perhaps a discount to the next 5 people who choose to buy a print of their work.

This is just the tip of the iceberg, and some of our favorite features. If you’re interested in becoming a Lovaash artist, feel free to directly message me at

– Ekram