Making Markets Sid Malladi - The Future of B2B Trade - [Making Markets, EP.62]
Jun 20, 2025
Sid Malladi, founder of Novo, is on a mission to revolutionize B2B trade through digital networking. He shares insights on the intricate challenges of onboarding and establishing trust in trade partnerships, particularly in industries like liquor distribution. The conversation delves into the impact of technology on supply chains, emphasizing risk alleviation and data accuracy. Malladi discusses the evolving landscape shaped by globalization, economic shocks, and the necessity for deeper, flexible trade relationships that can adapt to market dynamics.
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Complex B2B Onboarding Example
- Every physical product changes hands through many businesses before reaching the consumer.
- The onboarding process for new trade partnerships is slow, manual, and risk-intensive, lasting weeks.
Digital Network Accelerates Trade
- Nuvo replaces manual onboarding with a digital network that cuts approval time from weeks to hours.
- Network effects grow as businesses share profiles, easing new partnership creation progressively.
Focus on Day One Value
- Offer clear immediate value solving current operational pain points.
- Help users operate faster and cheaper to gain early adoption before scaling network effects.