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Surbhi Aroraa
Growth, Marketing, Business Strategy I Ex-Founder I Founding team member - multiple startups I Fractional CMO
Professional Background
Surbhi Aroraa is a highly motivated professional and a fierce advocate for personal development, firmly believing in the importance of investing daily time to learn and improve oneself. As the founder of Drops Audio Learning, Surbhi not only fosters her passion for education but also creates opportunities for others to learn anytime and anywhere, significantly democratizing access to knowledge. With a rich career spanning various sectors, she currently plays a pivotal role as the founder of DaoLens, which showcases her commitment to innovative solutions within the blockchain space.
Before embarking on her journey in the startup ecosystem, Surbhi served as the Strategy, Operations, and Marketing Lead at Block3, a distinguished Blockchain Accelerator. This role allowed her to blend her strategic acumen with operational efficiency, thereby contributing to the growth of blockchain ventures. Her professional history is underscored by a noteworthy tenure at Reckitt Benckiser, where she successfully led the sales initiatives for the Health portfolio, which encompassed iconic global brands like Dettol, Durex, Veet, Moov, and Strepsils across diverse geographies in India. This experience honed her expertise in sales and marketing and fueled her desire to impact consumer behavior positively.
Additionally, Surbhi has accumulated valuable experiences through internships and roles in esteemed organizations such as Unilever, where she focused on Strategy and Digital Marketing for the Glow & Lovely Foundation, an educational CSR initiative. Her consultancy experience further spans a variety of sectors, including K12 edtech and running her marketing agency, thereby enhancing her understanding of brand dynamics and market positioning.
Surbhi's rich tapestry of experiences is complemented by leadership roles in multiple organizations where she has spearheaded strategy, partnerships, team building, and business development. Her versatility has allowed her to navigate through different functions in diverse environments such as media, technology, fintech, education, blockchain, and FMCG, making her an adaptable and resourceful leader.
Education and Achievements
Surbhi's educational background reflects her unwavering commitment to personal and professional growth. She has pursued Executive Education at The Wharton School, where she gained insights into advanced business practices. Her commitment to growth is evident through her studies in Advanced Growth at Reforge, Growth & Marketing at GrowthX®, and Growth Marketing at Demand Curve. Further solidifying her foundation is a Master of Business Administration (MBA) with a focus on Marketing and Entrepreneurship from Bennett University, complemented by a Bachelor of Arts in Economics from Indraprastha College For Women.
Her academic journey began at Delhi Public School - R.K. Puram, where she excelled in Commerce with Maths and Economics, achieving an impressive 95%. Surbhi's leadership skills were cultivated early on, as shown by her active participation in various clubs, including serving as the Founding Secretary of the Innovation and Entrepreneurship Club at Bennett University and as the President of the Ecology Club at Indraprastha College for Women, University of Delhi.
Surbhi's commitment to driving change extends beyond her professional endeavors. She has contributed to several prestigious organizations and initiatives as a founding member or through consultancy roles, showcasing her dynamic approach to business and innovation. Her experience with startups, such as Giveth and Block21X Capital, denotes her profound acumen in fostering growth in emerging fields.
Notable Achievements
- Founder of Drops Audio Learning: Surbhi launched this innovative platform aimed at enhancing consumer education through audio-based learning, guiding users toward self-betterment.
- Strategic Leadership at Block3: As the Strategy, Operations, and Marketing Lead, Surbhi played a significant role in developing and executing strategies that propelled the growth of blockchain startups.
- Sales Leadership at Reckitt Benckiser: Successfully managed the health portfolio sales across multiple regions, increasing market penetration and brand recognition for some of the company’s most prominent brands.
- Diverse Experience in EdTech: Successfully consulted in K12 education and drove marketing initiatives that supported learning and engagement, highlighting her versatility in navigating the educational landscape.
- Distinguished Academic Background: Surbhi’s completion of various advanced growth and marketing programs from respectable institutions substantiates her strategic capabilities and business expertise.
- Innovative Contributions in Multiple Industries: Surbhi's adaptability and insight across sectors such as media, technology, fintech, and FMCG underline her ability to catalyze change wherever she applies her skills.
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Highlights
Startups don't grow because they have a good product. They grow because they create demand for that product.
Most founders get this backwards. They spend months perfecting their product, then wonder why no one's buying it.
The hard truth is that having a great product is just the beginning. If you can't create demand for it, you're dead in the water.
Let's break down what can help you scale, no matter what you're selling:
- Tap into the Unaware Market
Did you know only 5% of your target market might be aware of your category? That leaves 95% untapped potential. Your job? Educate them.
How? Create content that explains your category to beginners. Think "What is X and why do you need it?"
- Piggyback on Existing Demand
Can't find demand for your exact product? Look for adjacent categories.
Example: If you're selling a new type of marketing tool, tap into the existing demand for "marketing optimization."
How? List 3 adjacent categories to your product. How can you connect your solution to their problems?
- Stay True to Your ICP (Ideal Customer Profile)
When creating demand, don't stray too far from your core customer's needs.
How? Write down your ICP's top 3 pain points. Every piece of content should address at least one.
- Keep Learning About Your Customers
The best insights come from real conversations. Don't stop listening just because you're not doing sales anymore.
How? Listen to at least one sales call recording every week. Note any new pain points or objections you hear.
- Reassess Your Role Regularly
It's easy to get stuck in routines. Shake things up by "firing yourself" occasionally.
How? Every quarter, ask: "If I were hired today, what would I focus on?" Then do that.
- Measure What Matters
To know if a channel is working, look at multiple data points.
How? Set up tracking for website traffic, lead attribution, and sales feedback. Review monthly.
- Focus on Controllable Inputs
Break big goals into actionable tasks. Can't control revenue? Control the activities that lead to revenue.
Example: Want $100k from content marketing? Focus on publishing 20 high-quality articles a month.
How? For your biggest goal, list 3 controllable inputs you can measure and improve.
- Don't Neglect the Buying Experience
85% of buyers say the buying experience is as important as the product itself. Are you making it easy and enjoyable to buy from you?
How? Map out your current buying journey. Identify and fix at least one friction point.
𝗚𝗿𝗼𝘄𝗶𝗻𝗴 𝗮 𝘀𝘁𝗮𝗿𝘁𝘂𝗽 𝗶𝘀𝗻'𝘁 𝗷𝘂𝘀𝘁 𝗮𝗯𝗼𝘂𝘁 𝗵𝗮𝘃𝗶𝗻𝗴 𝗮 𝗴𝗿𝗲𝗮𝘁 𝗽𝗿𝗼𝗱𝘂𝗰𝘁. 𝗜𝘁'𝘀 𝗮𝗯𝗼𝘂𝘁 𝗰𝗿𝗲𝗮𝘁𝗶𝗻𝗴 𝗮𝘄𝗮𝗿𝗲𝗻𝗲𝘀𝘀, 𝘁𝗮𝗽𝗽𝗶𝗻𝗴 𝗶𝗻𝘁𝗼 𝗲𝘅𝗶𝘀𝘁𝗶𝗻𝗴 𝗱𝗲𝗺𝗮𝗻𝗱, 𝗮𝗻𝗱 𝗺𝗮𝗸𝗶𝗻𝗴 𝗶𝘁 𝗲𝗮𝘀𝘆 𝗳𝗼𝗿 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿𝘀 𝘁𝗼 𝘀𝗮𝘆 𝘆𝗲𝘀.
