Unravelling the Portfolio: Foxtale

Brief about Foxtale
Foxtale is a community-first skincare brand. Foxtale is building a D2C Brand focused on creating scientifically backed skin care products for women. Foxtale aspires to give a product which is reasonably and affordably priced, while solving for efficacy of the product.

Vision and Mission

The vision is to create a range of products for Indian women of all skin types, belonging to places with diverse climatic conditions, and ensuring that it remains their partner at every stage of life. The mission is to create an INR 1000cr brand that solves skin problems in a scientific manner.

Genesis

After spending years in the Venture capital and finance spaces, I realised that there is a big gap in the skincare market in India. It is heavily dominated by traditional players such as Fair and Lovely, Ponds, etc. and the new-age players have been unable to grab a market share, due to a lack of consistent results. Another problem with skin care for women in India is the changing needs of women every week, based on their biological cycle, their area of residence and the climatic conditions of that specific time. Hence, there was a strong need to have products which can solve for the varying needs of women and at the same time, provide long-lasting results consistently.

Market Opportunity

The total market size of skincare products in India in 2020 – $2 Bn and is projected to reach ~ $3 Bn by 2025. In India, there is a need for players who can deliver consistent results at affordable prices.

5-year plan

The 5-year plan for the company is to expand distribution across India and to command a high repeat rate of 70%-80%. We are building a company that accelerates every year to a revenue of 1000cr in the next 5 years. The company prides itself in understanding women and while our core expertise is skincare, we hope to be every Indian woman’s companion through her self-care journey.

A Guide to Improve and Maximise Developer Productivity: Metrics, Tools, and more

 

Developers in India are paid INR 410 per hour, on average. It can even touch INR 2000 per hour on the higher side. Despite that, the median code time per developer was found as 52 minutes per day, or four hours and 21 minutes of code time per week

Thus, there is a need for organisations to invest in platforms that help boost developer productivity

Developers have become the biggest ask for tech companies at this point in time. You may be seeing a lot of job openings now, but developers have had the privilege of constant job openings, with or without pandemic woes. The global application development software market is anticipated to reach $733.5 Bn by 2028, expanding at a CAGR of 24.3% from 2021 to 2028, as per Grand View Research, Inc. But while there seem to be so many opportunities for developers, their time presently is not being optimised well. If you want to know how to maximise your developer’s productivity, read ahead!

India’s app developer base is one of the highest in the world with 1.6 Mn jobs in the sector. The resultant websites and apps coming from the sector generated a revenue of $581.9 Bn in 2020.

Inefficient Utilisation Of Developers

The job of a software developer requires them to interact with multiple tools on a regular basis. But the time cost of context switching between tools, collaboration, documentation, version control, and duct taping the issues is quite high. This ends up eating into the employee’s development time.

According to Software’s Code Time Report, the median code time per developer globally was found as 52 minutes per day, or four hours and 21 minutes of code time per week. It was also found that developers spend an additional 41 minutes per day on other types of work such as reading code, reviewing pull requests, and browsing documentation. Thus, there’s a major developer experience gap.

Most companies are ineffectively deploying their developers, throwing various distractions their way. This is supplemented by further disruptions and meetings, as well as system inefficiencies, such as slow reviews, slow builds and bad tools. In order to ensure optimal utilisation of developers, strong dev tools are required. This can bridge the developer experience gap and improve a developer’s experience across the entire workflow.

Importance Of Dev Tools

Dev tools are a range of products focused on developers to help them build, deploy and collaborate on a daily basis. Global companies such as Github, Slack, JIRA, Browserstack, Snowflake, Postman and Datadog have created tools that are used by almost all developers. The dev tools market has made massive strides in the last few years. There are more than 73 Mn developers on Github, with over 16 Mn developers added in 2021 alone.

Snowflake reported stronger than expected Q4 2021 results, with revenue rising by about 117% to $107 Mn. There has been a steady shift from a ‘Build and Buy’ to a ‘Buy and Build’ decision-making mentality. Organisations have become more cognizant of these tools and the value they bring to the table. They are more than willing to invest in platforms that help boost developer productivity. This begs the question, what really caused this perception change?

Impact Of The Pandemic

This slow but steady shift got catapulted by the pandemic. The dev tools market has experienced tailwinds from this increased digital adoption. The pandemic forced teams to work remotely, which deepened the already existing problem of collaboration and communication. Many SaaS tools are being built for the future of work, to make this transition easier. These tools act as a supplement to the present working conditions, thus enhancing productivity.

To get a better understanding of why there’s a need to invest heavily in developers, we need to recognise that while developers have become a staple for tech companies, they are an expensive resource at the same time. On average, developers in India get paid INR 5.2 Lakh per year. This excludes bonuses, profit sharing and commission which are all big components for developers. Calculated on an hourly basis, it comes to INR 410, and even touches INR 2,000 on the higher side. This alone underpins the importance of optimising the developers’ time and helping them.

Thus, there’s a need to back developers and engineers with the right tools. At the same time, there’s a need to have visibility into DevOps. This, when backed by solid numeric data, can give a clear picture of the inefficiencies arising and help in optimising for these specific issues. At the end of the day, high-performing engineering teams are essential for the success of companies as they can release products to market faster.

There is a need for tools that can empower them to manage their daily tasks — context switching, collaboration, etc. in an efficient way. The developer productivity tools market is fast emerging to solve this problem. This would be key to look out for as we go deeper into cross-vertical functions and remote working.