“Build Fake-But-Functional”: Anupam Mittal’s No-Nonsense Playbook for Startups in Their 0-1 Journey

When it comes to building a startup, most first-time founders get stuck before they even begin. They overthink, over-research, and wait for the perfect moment. But Shark Tank India’s Anupam Mittal—known for his candid insights and no-fluff advice—has a very different message: stop waiting, start doing.

In a recent post, the Shaadi.com founder and one of India’s most recognized startup voices, shared three unconventional but deeply practical tips for entrepreneurs navigating the “0 to 1” phase—the earliest, most uncertain stage of building something from scratch.

And his mantra? “You don’t need consultants, market research, or a fat bank balance. You just need hustle.”

Anupam Mittal's Playbook for Startups

Breaking Through the Fear of Rejection

According to Mittal, the biggest barrier between a good idea and a successful startup isn’t lack of funding—it’s fear. The fear of being wrong, of being rejected, of your idea not working out.

“The roadblock to success is fear of rejection,” he wrote, urging founders to get their hands dirty instead of waiting for validation.

At 53, the seasoned entrepreneur knows what it takes to build from zero. Long before Shaadi.com became one of India’s first online matchmaking platforms, Mittal learned his lessons the hard way—selling websites before knowing how to actually build them. “We sold websites first, then learned how to build them,” he revealed, recalling his early venture SatyaNet, which later helped fund Shaadi.com, Makaan.com, and Mauj Mobile.

The 3-Step ‘0 to 1’ Startup Playbook

Anupam’s three tips aren’t just about theory—they’re designed to get founders to act. Here’s what he suggests:

1. Spin Up a WhatsApp Group

Start small. Mittal advises founders to use the most accessible tool in their pocket—WhatsApp.
“Create a group with friends, family, and random people. Share mock-up product shots and simply ask, ‘What do you think?’” he suggests.

Those mockups, he adds, can easily be generated using free AI tools. It’s not about perfection—it’s about testing whether your idea sparks interest or not.

2. Expand the Circle

Once you’ve tested the waters with familiar faces, go wider. Post your mockups in Reddit threads, Facebook groups, or niche online communities.

According to Mittal, the real validation comes when strangers start engaging with your idea.
“If people you don’t know start commenting, asking questions, or showing curiosity—it’s a green flag,” he says.

That’s when you know your idea might just have legs.

3. Build a ‘Fake-but-Functional’ Website

Here comes his most talked-about advice—build a fake-but-functional site.
No, it’s not about deception—it’s about validation.

Mittal suggests creating a website that looks real enough for people to explore and even place an order. “You don’t need inventory or a finished product,” he writes. “If people are willing to ‘vote with their wallets,’ you’ve nailed it.”

And if building a website seems too technical? He has a solution for that too: “Put a poster on your community bulletin board with your phone number. If people start calling, you’ve got something.”

The Mantra

Drawing from his early entrepreneurial experiments, Mittal points out that service startups have it even easier.
“Create a deck, a landing page, a demo that looks alive. Sell first, deliver later,” he advises, echoing a philosophy that prioritizes traction before perfection.

It’s a lesson that aligns with the lean startup philosophy—test fast, fail fast, and iterate.

Stop Hiding Behind Excuses

For Mittal, the message is clear and brutally honest. “Stop hiding behind ‘no time’ and ‘more research,’” he wrote.

His post strikes a chord with countless aspiring founders who get caught in endless preparation, mistaking motion for progress. His advice cuts through that noise—validation doesn’t need perfection, it needs action.

The “0 to 1” Mindset

In startup lingo, “0 to 1” refers to the moment an idea becomes something tangible—a product that solves a real problem for real users. Unlike the “1 to n” phase, which focuses on scaling, 0 to 1 is about creation and validation.

According to product platform ProdPad, it’s the phase marked by uncertainty, limited data, and a lot of instinct. And that’s exactly where Mittal’s advice comes alive.

Because when you don’t have customers, traction, or data, all you have is your ability to hustle—and test.

In an ecosystem obsessed with unicorn valuations, pitch decks, and funding rounds, Anupam Mittal’s playbook brings things back to basics: start small, test big, and move fast.

His philosophy may sound counterintuitive in a world of perfectionist founders, but his own story proves it works. After all, Shaadi.com, one of India’s earliest and most iconic digital brands, began with little more than an idea and a lot of courage.

And for those dreaming of building the next big thing, Mittal’s advice is as relevant as ever:
“You don’t need permission to start. Just start.”