We wasted ₹3 lakh on Ads Until We Found Our Hero.
As a new-age founder, don’t have the budget to market 20 products at once. You don’t need a catalogue. You need a Hero Product.
A few years ago, I worked with a Dog Accessories brand that had 25 SKUs — including toys, leashes, t-shirts, and other accessories. Their goal? Scale fast with ads.
Their best performer: ✅ A Personalised Dog Harness.
Customers loved it. However, in our pursuit of “more sales,” we began promoting everything else — toys, bundles, and grooming kits.
🎯 ROAS dropped. 📉 CAC went up. 🛑 We stopped all campaigns.
We went back to the hero harness. Focused.
💥 It worked. That one product started carrying the brand again.
As a new-age founder, don’t have the budget to market 20 products at once. You don’t need a catalogue. You need a Hero Product.
One product that opens the door. That lowers CAC, builds trust, and drives repeat orders.
Trying to build a brand with 15 average products = whispering 15 different messages.
🔌 The Wall Plate Wake-Up
A client in the U.S. sold premium wall plates.
Before we started working with them, their ad structure was good:
Segmented by material: Glass, Brass, Modern, with a total of 400+ products.
Attractive offers
Clean targeting
📈 Paid traffic was up 25% ❌ But sales dropped over 20%
Why?
Too many products. No single focus. Even the top performers got buried in the noise.
So we flipped the play:
🔹 Identified top 30 bestsellers 🔹 reduced everything else budget🔹 Focused on demand-backed keywords
Same spend. 📈 Revenue jumped 10%. Conversion Rate increased by 25%.
🤯 Why Most Founders Miss This
They chase catalogue growth too soon. They believe that having more SKUs leads to more sales. But it just spreads attention thin.
You can be a seller on the marketplace if you want to generate more revenue by selling more products.
Recently, I had a call with a marketplace account manager and saw one of our competitors' stores and insights. They have 150 products in the store, generating a daily revenue of Rs. 55,000.
This is the strategy most sellers follow, and they have become generalists. The generalist never grows.
It may surprise you that even India’s largest brand has over 500 SKUs. Still, 60% of revenue comes from just 25 products.
This is the typical pattern that repeats.
20% products generate 80% of revenue.
80% Products generate 20% of revenue.
🧭 The Hero Always Leads
A true Hero Product feels natural.
People want it
They talk about it
They buy without needing persuasion
And when you lead with one product:
Your ads get sharper
Your funnels convert better
Your brand becomes memorable
🔍 Use the H.E.R. Test:
Is your top product a hero?
Check for:
High Retention — people come back for it
Efficient CAC — ads convert profitably
Relatable Story — explained in 3 seconds
If it doesn’t hit at least 2 of these, it’s not a hero. It’s just noise.
💡 Final Thought
"Two heroes create friction. One hero creates focus — and momentum."
🎯 Let your Hero Product lead. The rest will follow.