“We had tried to build the most intricate platform — all bells and whistles — so it took us five months before we got anything out to customers,” says Murvah Iqbal, who at the time was running a platform that sold advertising on white delivery vans in London. By the time they got the product out, the team realised they didn’t have product-market fit. They had done too much, too soon and burnt through their small angel round of funding.
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