Decoding Startup Failures: Common Mistakes and How to Avoid Them

Picture of Anastasiia Malyhina
Anastasiia Malyhina
CMO at Cadabra Studio. Marketing expert and content creator.

Each of us has heard of a promising venture suddenly failing, even though it promised to change the world. Starting an entrepreneurial journey is always exciting and challenging. Every new idea is fueled by ambition, innovation, and the desire to succeed.

However, the field of new startups is tough, especially at the early stage. It is full of problems, and the statistics show a harsh reality: a significant number of startups face the terrifying prospect of failure.

Understanding the factors contributing to startup failure is not an exercise in dwelling on misfortune; instead, it is a strategic investment in knowledge. By dissecting the mistakes and pitfalls of others, we can strengthen our own businesses. This information becomes a guide for those who are just starting their journey.

When we unravel stories of failure, our goal is to provide entrepreneurs with the wisdom of hindsight. By learning from others’ misfortunes, founders can refine their strategies, cultivate resilience, and increase their potential to build reliable, long-lasting businesses. Therefore, today, we will try to take a closer look at the common mistakes that haunt startups and learn how to achieve sustainable success.

Statistics Overview

Starting a startup in the IT industry is a complex business with a significant risk of failure. Surprisingly, the success rate of tech startups falls below 50%, demonstrating the enormous hurdles these businesses face. On average, 63% of tech startups fail, with a notable 25% shutting down within the first year, leaving only 10% to overcome long-term challenges and survive.

The financial technology sector is experiencing a frightening 75% failure rate. This is especially true for those backed by venture capital. A more alarming scenario is unfolding in the blockchain and cryptocurrency startup space, where a staggering 95% fail, often with short lifespans.

As for e-commerce and retail startups, they face a failure rate of 53%, reflecting the complex challenges in these sectors. Similarly, construction and manufacturing startups face a rocky journey, with failure rates of 53% and 51%, respectively.

The startup stage also affects success and failure rates. Research shows that the overall failure rate for newly formed startups is 90%. Surprisingly, the first year, which is often considered difficult, shows a 10% failure rate. However, as startups age, their chances of survival decrease significantly.

  • Startups that have exceeded the two-year mark have a failure rate of 20-30%.
  • Between the second and fifth years, 45-50% of startups cease to exist.
  • The decade shows a more significant decline: 65-70% of startups cease their activities.
  • Only 1% of startups achieve unicorn status, reaching a valuation of $1 billion.

Achieving profitability within the first year proves elusive for most startups, especially in the early stage. Studies show that it takes about 3-4 years for a startup to become profitable. 

However, only 40% of expansions manage to turn a profit, indicating the financial difficulties these businesses face. For investors, the situation is just as uncertain, with up to 35% failing to recoup their investment and a significant 75% of venture capital-backed startups failing to return a profit.

What about success statistics?

Analyzing the success rate of startups, it becomes clear that navigating the turbulent terrain of entrepreneurship requires resilience and adaptability. Interestingly, only 18% of startup founders succeed. 

However, these individuals leverage their startup experience to significantly increase the success rate by up to 30% for subsequent ventures initiated by those who already had startup experience. In essence, the success rate of startups is intertwined with the collective wisdom and adaptability acquired through entrepreneurial activity.

Why Startups Fail

The beginning of an entrepreneurial journey is always about expectations, hopes, and risks. Too many startups never deliver positive results to their investors, leaving a trail of disappointment in their wake.

Startup failures are a fairly common phenomenon that is constantly being studied by developers, analysts, and business consultants. And research shows that the problem is not always the actions of the founders or the team. There are many other reasons why this happens. So, let’s take a closer look at the main ones.

Inadequate problem definition

The product development process is the basis for startups, and one of its important components is the definition of the problem. And inadequate assessment of it can lead to wasted resources. A deep understanding and solution to the problems or needs that a startup needs to solve is critical.

What leads to an inadequate definition of the problem?

  • Lack of marketing research

For example, a startup launches a mobile app without conducting in-depth market research and product-market fit to determine the actual pain points of its target audience. As a result, the application does not meet the real needs of users, leading to low adoption and eventual failure.

Entrepreneurs must conduct thorough interviews with potential customers to thoroughly understand their unmet needs. This includes surveying both early adopters and regular prospects to ensure that the product roadmap addresses different needs. Competitive analysis and user testing should also be integral parts of problem definition.

  • Assumption-based solutions

Relying on assumptions about what users want without validating those assumptions through proper testing and feedback can lead to failure.

Very often, early-stage tech startups assume that a certain feature will change the rules of the game for users without confirming this assumption through user feedback or testing. As a result, the function turns out to be irrelevant or poorly implemented, contributing to the startup’s collapse.

  • Misalignment with customer needs or ignoring changing trends and requirements

A startup’s product or service must match the actual preferences and needs of its target customers to gain traction.

Let’s look at a visual example. The food delivery startup focuses on delivering gourmet meals in a region where users are primarily looking for affordable and fast options. Failure to align with customer preferences leads to a lack of demand and eventual failure.

Failure to adapt to changing customer preferences and market trends can also lead to reduced user interest and eventual failure. The ability to predict and cope with changing trends should be part of your business model.

Here is an example of this. An e-commerce business deals with a niche market without adapting to changing fashion trends or customer preferences. Ignoring changing needs and trends leads to reduced user interest and eventual closure.

  • Exaggerated emphasis on technology

Too much focus on developing advanced technologies without a clear understanding of their real-world adoption and benefits can hinder success. This will drain money and resources from your business without bringing any visible results.

Failure is inevitable if a company develops an advanced technological product without a clear understanding of how it solves a real problem for its intended users. Cutting-edge technology can be impressive, but if it doesn’t resonate with the market, its time will never come.

  • Inability to determine the urgency of the problem

Ignoring the urgency and severity of the problem a startup is trying to solve can reduce the immediate impact needed for widespread adoption. A lot of companies failed because of this.

Often, these can be medical startups that aim to solve a common medical problem but are not aware of the urgency and seriousness of the problem. As a result, the decision does not have the immediate impact necessary for widespread implementation.

  • A mismatch between the problem and the solution

If the solution provided by the startup does not effectively solve the identified problem, it can lead to customer dissatisfaction and failure.

Too often, companies identify a problem but offer a solution that doesn’t effectively solve it. The gap between the identified problem and the implemented solution leads to consumer dissatisfaction.

  • Low understanding of pain points

An early-stage startup can struggle if it fails to understand the specific pain points of its target audience deeply. As a result, the product or service does not satisfy the needs of users and loses its chance to exist.

For example, we have a productivity tool launch that indicates that users are having trouble with time management but fail to dig down into specific problem areas. The tool lacks features that could really ease users’problems, which led to its failure.

  • Solving non-existent problems

Solving problems that users don’t perceive as important or urgent can lead to low adoption rates and make a startup unsustainable in the long run.

If a product solves a problem that users don’t see as important or urgent, it loses its audience rapidly. Lack of resonance among users leads to a low level of adaptation, which makes the startup unsustainable in the long term.

In each of these examples, inadequate problem definition contributes to the struggles or eventual failure of startups. Successful ideas take time and effort to understand the underlying problems they seek to solve, making sure the solution is clearly relevant and resonates with the target audience. This should be done before numerous resources are used for product development and its implementation.

Key takeaways:

  • Inadequate problem definition can lead to wasted resources and failure.
  • Thorough interviews with potential customers are essential.
  • Competitive analysis and user testing are integral parts of problem definition.
  • Early-stage startups often assume features without proper testing. Failure to confirm assumptions contributes to startup collapse.
  • Mismatch in preferences leads to a lack of demand and failure.
  • Adapting to changing trends is crucial for sustained success.
  • Overemphasis on technology without real-world benefits can hinder success.
  • A clear understanding of technology’s real-world impact is essential.
  • Ignoring the urgency of the problem can reduce immediate impact.
  • Ineffective solutions lead to customer dissatisfaction. 
  • The gap between the identified problem and the solution results in consumer dissatisfaction.
  • Solving problems users don’t perceive as important leads to low adoption.
  • The lack of resonance among users makes the startup unsustainable.

Insufficient solution validation

Solution validation is a critical step in demand assessment. MVP tests should be conducted by providing the actual product to real customers in real environments. Insufficient validation can lead to unsustainable business models.

Insufficient solution validation refers to the inadequacy of testing and proving that a startup’s product or service effectively solves a real and significant problem in the market. When startups fail to thoroughly test their solutions, they risk investing time and resources into a product that may not meet the needs of their target audience.

Why is this happening?

Inadequate understanding of market needs. Without rigorous due diligence, startups may not fully understand the details of their target market’s needs and pain points. Developing a solution without a deep understanding of these components can result in a product that is irrelevant or fails to solve a real problem.

Product-market mismatch. Lack of verification can lead to a mismatch between product characteristics and the actual requirements and preferences of target customers. This, in turn, results in low adoption and customer dissatisfaction.

Limited user feedback. Inadequate validation often means limited impact of user feedback during development. Without it, startups can miss important information that could guide product improvements.

Competitive disadvantage. Competitors who scrutinize their solutions can offer more targeted and effective products. Thus, you may find yourself at a competitive disadvantage as competitors who are better suited to market needs gain market share.

It can also happen due to the lack of iterative improvement. Regular testing allows for periodic improvements based on user feedback. Without this iterative process, startups can struggle to adapt to changing market dynamics, leading to stagnation and decline.

How to mitigate the insufficient verification of the solution?

Obviously, it is necessary to start with comprehensive market research to understand customer needs, preferences, and problems. Develop prototypes and test with potential users to get initial feedback.

Favor an iterative development process, incorporating user feedback at various stages of product development. Engage with potential users through interviews and surveys to gather qualitative and quantitative information.

Also, be sure to analyze your competitors to identify successful validation strategies and learn from their approaches. Implement pilot programs or beta testing to observe real user interactions and address any issues before the launch.

And last but not least, define and track indicators and KPIs to measure the effectiveness of the solution and its relevance to market needs. By prioritizing thorough solution validation, startups can increase their chances of developing products that truly resonate with customers, driving adoption, satisfaction, and long-term success.

Key takeaways:

  • Solution validation is critical for demand assessment.
  • MVP tests with real customers are crucial.
  • Insufficient validation risks unsustainable business models.
  • Lack of research results in an irrelevant product.
  • Product-market mismatch leads to low adoption and dissatisfaction.
  • Limited user feedback misses crucial information for improvements. It puts startups at a competitive disadvantage.
  • Lack of iterative improvement leads to a struggle to adapt to changing market dynamics.
  • Mitigating insufficient validation: comprehensive market research, iterative development, competitor analysis, define and track KPIs.
  • Startups must ensure thorough solution validation to avoid investing in products that don’t meet market needs. 

False positives

According to Tom Eisenmann, the professor at Harvard Business School and author of Why Startups Fail, one of the main reasons for startup failures are false positives. Early-stage entrepreneurs often misinterpret signals about market demand, lured by enthusiastic responses from initial adopters. 

Rapid expansion based on this early feedback can be detrimental if core customers have different needs or the business model does not match this pace of change. A startup may find itself re-engineering its product, incurring significant costs and consuming precious capital.

It is important for early-stage startups to conduct thorough market research, distinguishing between early adopters and a wider customer base to avoid this. Again, understanding the audience and taking into account their needs and the possibility of their future change in the business model is critical.

Imbalance in entrepreneurial guidance

In the case of startups and venture capital firms, initiative from the founders is important. You will have to be active, control many processes, find extraordinary ways to solve problems, and motivate your team to take more decisive actions. But there is one ‘but’.

An excess of control often leads to negative consequences. Entrepreneurs must maintain a delicate balance, avoiding the pitfalls of over-assertiveness, overconfidence, and frugality that lead to bad hires and the premature pursuit of rapid growth.

All this in the complex are the reasons why the company failed at an early stage. Whether it’s a healthcare app or a fintech solution, balanced management, and a cool head are the basis of sustainable development.

Key takeaways:

  • False positives: misinterpretation of signals about market demand and enthusiastic responses from initial adopters can be misleading
  • Expanding based on early feedback may not align with core customer needs.
  • Research helps to distinguish between early adopters and a broader customer base, understand audience needs, and anticipate future changes in the business model.
  • Excess control leads to negative consequences.
  • Pitfalls include over-assertiveness, overconfidence, bad hires, and premature pursuit of rapid growth.
  • Maintaining a delicate balance is crucial for sustainable development.

Speed traps

An early-stage startup that initially experiences rapid growth might encounter challenges when trying to broaden its customer base. The value proposition that resonated with early adopters may not appeal to the next wave of customers. 

So, as you can see, speed traps are a specific pattern of failure that startups may encounter during their development. When a startup identifies an attractive market opportunity and experiences rapid growth initially, the chance of quick success attracts investors who inject venture capital for further expansion.

Declining customer appeal can also be a problem. For example, the next wave of customers may not find the product or service as attractive as the first users. In this case, attracting new clients becomes more difficult, and the cost of customer acquisition increases.

In addition, a startup’s rapid growth attracts competitors who can engage in price wars and aggressive advertising. Such intense competition lowers profit margins and can lead to a situation where attracting new customers becomes financially unviable.

All this in the complex leads to a decrease in investor confidence. Those who were initially excited about the startup’s potential are reluctant to invest more capital. The startup faces difficulties in securing additional financing, making it difficult to maintain operations or finance necessary turnarounds.

In addition, the startup is quickly losing money as customer acquisition costs increase and profit margins decrease. A company may find itself in a precarious financial position with limited resources to overcome setbacks or invest in necessary improvements.

And the last thing that is dangerous about the speed trap is the huge risk of stagnation or decline. Your project reaches a point where it costs more to acquire new customers than its lifetime value, leading to potential stagnation or business decline. You risk becoming financially unstable and may have trouble innovating or pivoting effectively.

How to deal with it?

First, you can always diversify the offers. Explore opportunities to diversify your products or services to cater to a wider audience without losing appeal to your original customer base. Regularly collect and analyze customer feedback to stay abreast of changing preferences and needs, ensuring product-market relevance at all times.

Also, add the strategic expansion to your business model. Plan this process, taking into account the dynamics of new target markets and adjusting the value proposition according to various customer segments. Prioritize cost-effective customer acquisition strategies to maintain healthy profits and ensure sustainable growth.

Do not forget about flexible responses to competition. Stay agile in responding to competitive pressures by focusing on differentiation strategies rather than engaging in price wars. Communication with investors is critical. Maintain transparent and open communication with them, providing realistic assessments of market challenges and outlining strategic plans for sustainable growth.

Understanding the potential pitfalls associated with speed traps and taking preventative measures will help you to overcome these challenges more effectively and increase your chances of long-term success.

Key takeaways:

  • Speed traps put challenges in broadening the customer base as value proposition may not resonate with the next wave of customers.
  • Declining customer appeal leads to difficulties in attracting new clients.
  • Rapid growth attracts competitors, leading to price wars, aggressive advertising, and a decrease in investor confidence.
  • Securing additional financing becomes challenging, hindering necessary improvements.
  • Customer acquisition costs surpass lifetime value, risking business stagnation or decline.
  • Financial instability may hinder effective innovation or pivoting.
  • Dealing with speed traps: diversify offers, work on strategic expansion, prioritize cost-effective customer acquisition strategies for sustainable growth, and stay agile by focusing on differentiation strategies.
  • Avoid engaging in price wars to maintain healthy profits and maintain transparent communication with investors.
  • Provide realistic assessments of market challenges and outline plans for sustainable growth.

Premature solution development

After identifying the problem, the next step is to develop a solution. Entrepreneurs must brainstorm different solutions, prototype, and iterate until a dominant design emerges. 

A hasty phase can lead to prematurely developing a solution, similar to a false start in a race. Emphasis should be placed on creating a prototype that resonates with potential customers and undergoing iterative testing before proceeding with the final design.

In other words, premature solution development refers to the tendency of startups to develop and launch a product or service before they properly understand the problem they aim to solve or prove their market viability. This common pitfall can lead to a number of issues and ultimately contribute to startup failure.

Why is this happening?

  • Lack of problem validation. Even successful companies can rush to develop a solution without checking whether the identified problem is significant and widespread in the market. Launching a product without a proven problem can lead to low demand because the solution may not address a real customer pain point.
  • Development based on assumptions. Premature solution development is often based on assumptions about customer needs and preferences. Assumptions can lead to a mismatch between product and market requirements, reducing the likelihood of success.
  • Inefficient adaptation of the product to the market. Prematurely launched solutions may not achieve strong product-market fit, meaning the product does not meet customer needs. This, in turn, leads to low levels of user satisfaction and hinders the long-term success of the product.
  • Limited adaptability. Rushed development can result in a product that lacks the flexibility to adapt to changing market conditions or user feedback. Failure to adapt can hinder a startup’s ability to stay relevant and respond to changing customer needs.

It’s also worth noting that premature development wastes venture capital, valuable time, and resources without a clear understanding of whether the solution will work. Startups risk investing in a product that may not solve the right problem or meet customer expectations, resulting in wasted resources.

Also, competitors who have taken the time to fully understand the problem and validate their solutions can offer more compelling products. Precocious startups can find themselves at a competitive disadvantage, trying to compete with more sophisticated and proven offerings.

How to deal with premature solution development?

First of all, you’ll need to conduct comprehensive market research to validate the significance and prevalence of the identified problem. Then, you can develop prototypes and conduct testing with potential users to gather early feedback on the solution’s effectiveness.

Secondly, try to adopt an iterative development process, incorporating user feedback at different stages to refine the solution. Prioritize user-centric design principles to ensure that the solution addresses genuine user needs and preferences.

Continue to analyze the market to stay informed about evolving trends and potential shifts in customer preferences. Do not forget about lean startup principles – focus on efficient use of resources and a validated learning approach before scaling.

Thanks to avoiding premature solution development and prioritizing a thorough understanding of the problem and market instead, startups can increase their chances of developing products that truly meet customer needs, fostering long-term success and sustainability.

Key takeaways:

  • Entrepreneurs should brainstorm, prototype, and iterate until a dominant design emerges. It is essential to create a resonating prototype through iterative testing before finalizing the design.
  • Launching a product or service without a proper understanding of the problem or proving market viability can lead to various issues and contribute to startup failure.
  • Causes of premature solution development: lack of problem validation, development based on assumptions, inefficient adaptation to market, limited adaptability, etc.
  • Premature development wastes funds, time, and resources. Investing in a product that may not solve the right problem or meet customer expectations.
  • Dealing with premature solution development: comprehensive market research, prototyping and testing, iterative development process, user-centric design principles, market analysis, and lean startup principles.

Cascading miracles

Entrepreneurs pursuing ambitious visions face numerous challenges, each representing a ‘do or die’proposition. Securing regulatory support, mastering new technologies, and raising substantial capital becomes essential. The probability of succeeding in all these challenges is akin to winning at roulette. To mitigate this risk, startups should break down ambitious visions into manageable steps, focus on incremental successes, and build strategic partnerships to enhance their chances of success.

‘Cascading Miracles’is a term that refers to a phenomenon where a series of improbable or unexpected positive events lead to a false sense of security or success within a startup. This can create challenges if the positive events are not sustainable or if they mask underlying issues.

Let’s find out what cascading miracles can cause. Sometimes, a venture achieves extremely positive and rapid success, perhaps due to unexpected market trends, media coverage, or other fortuitous circumstances. And while initial success is promising, relying solely on such contingencies can be risky because they may not be reproducible or sustainable.

A series of positive events creates a feeling of overconfidence in the startup team, which leads to a decrease in scrutiny or critical evaluation. This often prevents the team from identifying and addressing potential weaknesses or areas for improvement.

In addition, the company becomes overly dependent on external factors such as favorable market conditions, partnerships, or specific individuals. If these external factors change or disappear, the startup may find it difficult to adapt and face difficulties in sustaining success.

As a result, the team builds unrealistic expectations based on a series of positive events, assuming that success will continue without significant effort or adaptation. A startup may fail to develop solid long-term growth strategies, relying instead on the continuation of random events. In such a case, it is very difficult to maintain the momentum when the series of positive events subsides.

How to mitigate cascading miracles?

Start with developing a strategic business plan that considers a variety of scenarios, including less favorable ones, to ensure preparedness for potential challenges. Avoid relying heavily on a single factor for success and try to diversify strategies, revenue streams, and partnerships to build a more resilient business model.

Encouraging a culture of continuous evaluation and improvement within the startup will help foster adaptability and a proactive approach to potential challenges. Do not forget about the implementation of the best risk management practices to identify and mitigate potential risks associated with dependencies on external factors.

Try to adhere to a culture of realistic expectations no matter what. Emphasize the importance of sustained effort, innovation, and adaptability for long-term success.

Key takeaways:

  • Cascading miracles in startups are a series of improbable positive events leading to a false sense of security.
  • They lead to a situation where regulatory support, mastering new technologies, and raising substantial capital is challenging.
  • Success in all challenges is comparable to winning at roulette.
  • Overconfidence decreases scrutiny and critical evaluation. Dependency on external factors may damage adaptability.
  • Unrealistic expectations based on random events can lead to failure.
  • Mitigation strategies: break down ambitious visions into manageable steps, focus on incremental successes, and build strategic partnerships. Diversify strategies, revenue streams, and partnerships for resilience. Consider various scenarios, including less favorable ones.
  • A culture of continuous evaluation fosters adaptability and a proactive approach to potential challenges.
  • Emphasize sustained effort, innovation, and adaptability for long-term success.

What Are The Other Reasons Early-Stage Startups Fail?

These were the main reasons for the failures, but there are several other equally important ones. Let’s take a closer look at them.

Founder-related issues

Although venture capital firms often prefer founders with tenacity, passion, and leadership experience, the success of a startup does not depend solely on the founders. However, problems related to the founders can affect the success of the company and the chances of receiving a new funding round.

These issues also determine the startup’s trajectory and, in some cases, contribute to failure. Let’s consider several reasons why this happens.

  • Lack of experience. Inexperienced founders, especially those new to entrepreneurship, can find it difficult to navigate the complexities of creating and scaling a startup, as well as creating a suitable business model. This will lead to incorrect decision-making, inefficient allocation of resources, and increased probability of critical errors.
  • Poor leadership skills. Founders with poor leadership skills may find it difficult to inspire and effectively manage their teams. This affects the team and leads to inconsistency of goals and difficulties in realizing the vision of the early-stage startup.
  • Impossibility of change. The business world is tough, and some founders can be resistant to change or too attached to their original ideas, making it difficult to make the necessary adjustments when market conditions or feedback indicate a need for change. The inability to respond to changing circumstances, in turn, can result in irrelevance and inability to solve new challenges.
  • Conflicts of co-founders. Disagreements and conflicts between co-founders can disrupt the operation of the venture and hinder decision-making. In addition, it creates an unfavorable working environment, which will negatively affect the morale and productivity of the team.
  • Excessive emphasis on technology and ignoring business aspects. Founders with a strong technical background can focus excessively on product development, neglecting key business aspects such as marketing, sales, and customer acquisition. This imbalance can result in a well-designed product that struggles to gain market traction or generate revenue.
  • Inadequate risk management. Owners who underestimate or fail to effectively manage risk may find their startups vulnerable to unforeseen problems. Unmitigated risks can lead to financial instability, operational failure, and ultimately, startup failure.

Additionally, founders driven by passion and dedication may neglect their own well-being, leading to burnout. Attrition affects decision-making, creativity, and overall efficiency, posing a threat to startup sustainability.

Oftentimes, single-founder ventures can struggle to deal with multiple responsibilities, which leads to burnout or undervaluing critical aspects of the business. Lone founders can find it difficult to scale the business and perform key functions, limiting the startup’s growth potential.

Finally, it is very important to attract and retain a skilled and motivated team. Those who are unable to do so may face difficulties in implementing their business plans. A weak team can stifle innovation, slow development, and limit a startup’s ability to overcome obstacles.

How to deal with founder-related issues?

First of all, founders can invest in ongoing learning and development to enhance their entrepreneurial skills. Developing strong leadership skills is crucial for founders to guide and inspire their teams effectively.

Secondly, you should establish clear communication channels and address conflicts promptly. You can create a more well-rounded startup by assembling a founding team with diverse skills, including business acumen and technical expertise.

Founders should be open to feedback, willing to pivot when necessary, and resilient in the face of challenges. Also, it is important to implement robust risk management practices. They will help founders identify and address potential challenges proactively.

Finally, try to prioritize building a strong, motivated, and collaborative team to enhance the startup’s overall capabilities. You can deal with all the issues using a combination of self-awareness, continuous improvement, and effective team management. 

Inaccurate product-market fit

Product-market fit is a crucial concept in the startup ecosystem, indicating the alignment between a product or service and the needs of a specific market. Achieving it is a significant milestone, as it signifies that the startup has developed a solution that effectively meets the demands and expectations of its target audience.

This concept occurs when a startup’s product or service satisfies a significant market demand, resulting in widespread user adoption and satisfaction. It indicates that the venture has found the right balance between what it offers and what the market needs.

Successful PMF starts with a deep understanding of customer pain points, challenges, and unmet needs. It often involves an iterative process of product development and refinement based on user feedback. This adaptability helps companies align their offerings with evolving market preferences and expectations.

Validating the product with real customers is essential to confirm its value and relevance in the market. Positive customer feedback and validation indicate that the startup is on the right track and fits the market. PMF is also evidence that your business can acquire users at scale without significant marketing efforts.

Achieving product-market fit allows a startup to stand out in the market. A unique value proposition distinguishes the product from competitors, attracting and retaining a loyal customer base. It also opens doors for expansion into new markets or customer segments. The startup can capitalize on its success by reaching broader audiences with confidence in the product’s appeal.

So, failure with product market fit = quick failure of your startup. So you should pay attention to this moment.

Lack of customer discovery

Founders often fall into the trap of false starts by neglecting to carefully identify customers before starting development. The lean startup approach encourages the rapid launch of minimum viable products (MVPs) to avoid wasting time and money on unwanted products.

However, missing client discovery can lead to false starts. Again, early stage startups and private equity firms should prioritize customer interviews, competitive analysis, and surveys before starting product development.

Customer discovery is a crucial stage in the startup journey, when founders seek to understand their target audience, their needs and market dynamics. Failure to carefully identify customers can create significant problems and contribute to startup failure and loss of venture capital.

Why does this happen?

Without proper customer discovery, startups may lack a deep understanding of market needs and preferences. This can lead to the development of products or services that will not resonate with the target audience, resulting in low demand and market relevance.

Inconsistency with the client’s problem points can also be the reason. Startups that neglect customer discovery and do not take this data into account when creating a business model can find it difficult to attract and retain users. Such restrictions hinder the development of a startup, preventing it from reaching critical mass and achieving sustainable success.

In addition, without analyzing the results of customer searches, it can be difficult for startups to develop effective marketing strategies and positioning. This leads to low brand recognition, which will make it difficult for the company to stand out in a crowded market.

It is also important to realize that in the absence of customer discovery, startups may invest resources in customer acquisition strategies that turn out to be ineffective. Such high customer acquisition costs compared to the customer’s long-term value can lead to financial problems and hamper the startup’s profitability.

Finally, customer discovery is essential to an iterative development process that allows startups to improve their products based on customer feedback. Without this iterative approach, startups can struggle to adapt to changing market conditions and new customer preferences.

So, whether it is a large enterprise system or a mobile application, startups can lose opportunities to innovate and may not remain competitive in a dynamic market environment.

How to deal with this?

Invest in thorough customer analysis and prioritize comprehensive market research to gain valuable insights into client needs and pain points. Make it a part of your business model.

Again, back to the basics – use an iterative development process, incorporating customer feedback at various stages to refine and improve the product. Develop a customer-centric culture within early-stage startups, emphasizing the importance of understanding and meeting customer needs.

Regularly update customer personas and profiles – maintain up-to-date customer personas and profiles to ensure startup strategies meet the changing needs and preferences of your target audience.

Use data and analytics to make decisions, track user behavior, and measure the effectiveness of marketing campaigns. It is also a good way to attract venture capital, showing that you know your audience. Develop prototypes and conduct testing early in the product development life cycle to gather feedback and validate assumptions.

It is also important to establish regular channels of communication with customers to stay abreast of their experiences, concerns, and expectations. Such strategies help startups improve their ability to create products that resonate with their target audience, achieve sustainable growth and positive cash flow, and increase their chances of long-term success.

Help wanted

This scenario is relevant for many companies that meet all market requirements, but stumble due to lack of financing/venture capital or improper management. Financing dry spells or changes in favor of the industry can pose a serious threat. Expansion requires experienced senior executives, and delays or mistakes in hiring can lead to strategic drift, rising costs, and a dysfunctional culture. However, there are still a few scenarios where help is needed.

Problems with the team

The need for help sometimes addresses issues and pitfalls related to personnel and team dynamics that can contribute to startup failure. You may face difficulties in hiring people with the necessary skills and experience. Skills gaps can prevent critical tasks, delay product development, and limit a startup’s ability to compete effectively.

Poorly structured teams without diverse skills or with internal conflicts can also often be the reason why you may need help. This leads to inefficiencies, communication breakdowns, and a lack of synergy, which will ultimately affect the overall performance of the startup.

In addition, high staff turnover and frequent changes of team members are a problem. This disrupts workflow, affects team morale, and leads to a loss of institutional knowledge, making it difficult to maintain consistency and momentum.

Management problems

A mismatch between the founder and the team, namely different values, vision, or expectations, is a big problem that leads to failure. Such inconsistency is the cause of internal conflicts. It hinders decision-making and creates a culture of disagreement in the startup.

Weak or ineffective leadership in the startup. Whether it’s a healthcare app or a mobile game, leadership issues can lead to a lack of direction, poor decision-making, and difficulty motivating and inspiring a team.

Coupled with a lack of cultural fit between team members and the startup’s values, this leads to complete failure.

Limited diversity and inclusion

Lack of diversity and inclusion in the team can also be a problem. A homogenous team can lack diverse perspectives, limiting creativity and adaptability and potentially alienating certain customer segments.

In addition, ineffective onboarding processes for new team members and slow integration of new employees affect productivity and delay contributions to the startup’s goals.

How to deal with this?

Start with strategic recruiting by identifying the skills and experience needed for your startup to succeed. Invest in professional development and prioritize continuous learning and professional development to address skills gaps and empower the team.

Foster a positive and inclusive work culture that aligns with the startup’s values, encouraging collaboration and team cohesion. Use leadership development programs to provide strong, effective, and inspiring startup leadership. You can also implement initiatives to promote diversity and inclusion, recognizing the value of diverse perspectives to drive innovation.

Develop robust onboarding processes to effectively integrate new team members and adapt them to the startup’s culture and goals. Conduct regular assessments of team dynamics, identifying and resolving any issues in a timely manner.

Ensure alignment of values and vision between founders and team members, fostering a shared sense of purpose.

By proactively addressing issues related to team composition, recruitment, and collaboration, startups can increase the resilience of their organization. Engage specialists and consultants to solve the problems listed above.

Where to find such consultants? We at Cadabra Studio are happy to help you. Our experience and our support are always at your service. Let’s talk.

Key takeaways:

  • Founder-related issues: lack of experience, incorrect decision-making and resource allocation, poor leadership skills, inconsistency in goals and vision, resistance to change, etc.
  • The inability to respond to changing circumstances leads to irrelevance.
  • Disagreements between leaders can disrupt venture operations and hinder decision-making.
  • Overemphasis on technology neglects crucial business aspects.
  • Underestimating risk leads to vulnerability and operational failure.
  • Neglecting customer identification leads to unwanted product development.
  • Skills gaps prevent critical tasks and limit startup competitiveness. Poorly structured teams with internal conflicts lead to inefficiencies.
  • A mismatch between the founder and the team creates internal conflicts.
  • Lack of diversity limits creativity and adaptability.
  • Dealing with issues: proactive measures, strategic recruiting, and continuous learning address skills gaps, positive work culture, leadership development, and diversity initiatives.

Bright Startups That Failed

Unfortunately, large venture capital and a unique idea are not yet a guarantee of success. Let’s take a look at bright and promising companies that failed and determine why this happened.


Loon was a subsidiary of Alphabet Inc., Google’s parent company, that aimed to bring Internet access to remote and underserved areas using high-altitude balloons. The project was part of Google X, Alphabet’s experimental research unit.

The Loon Project, which later spun off into a separate subsidiary called Loon LLC, was founded in 2011. the ambitious innovation was to have balloons equipped with solar-powered electronics float in the stratosphere, providing wireless networking in areas with limited or no internet infrastructure.

Loon high-altitude balloons like these were designed to navigate the stratosphere, adjusting their altitude to catch the wind and travel to specific locations. They carried communications equipment, including LTE antennas that could connect to ground infrastructure and provide Internet access to users below.

Loon did a great job in testing. The company has conducted various tests and pilot projects to demonstrate the feasibility of its balloon-based internet delivery system. Notable deployments included efforts in New Zealand, Sri Lanka, and Puerto Rico, where the technology was used to provide emergency connectivity after natural disasters.

However, despite successful trials and deployments, Loon faced challenges related to project sustainability and scalability. The costs of manufacturing and operating the balloons, as well as difficulties in coordinating with telecommunications partners, contributed to the decision to close the project. Again, the founders were fascinated by technology and were not prepared for the fact that the implementation of such bold decisions could be too expensive and difficult.

In January 2021, Alphabet announced the closure of Loon, stating that the business was not commercially viable. The company cited challenges in finding a sustainable business model and noted the changing landscape of connectivity efforts, including the growing availability of 5G networks.

Sadly, Loon’s shutdown marked the end of an ambitious project to bridge the digital divide by bringing Internet access to remote and underserved areas using innovative balloon technology.


Quibi (short for ‘Quick Bites’) was a short-form mobile streaming service founded by Jeffrey Katzenberg and Meg Whitman. Launched in April 2020, it aimed to deliver high-quality, short-form content designed for mobile devices only. The platform was unique in that it focused on producing episodes with a duration of 10 minutes or less, catering to users on the go.

Quibi produced various content, including scripted series, reality shows, documentaries, and news, all designed for short viewing sessions. The platform attracted well-known Hollywood creators and stars to produce original content, investing heavily in production quality.

At first, everything looked perfect: a unique idea, demand among the audience, celebrity support, and a great marketing campaign. The platform also experimented with interactive features, allowing viewers to explore different perspectives within certain shows.

Despite substantial investment (around $1.75 billion) and high-profile content partnerships, Quibi faced challenges from the start. Firstly, the timing of its launch was really bad. It coincided with the COVID-19 pandemic, limiting the appeal of on-the-go, mobile-focused content as people stayed home.

The short-form content format faced competition from established social media platforms offering free, bite-sized content (TikTok, for example). Quibi struggled to attract and retain subscribers, failing to meet its ambitious subscriber targets.

In October 2020, just six months after its launch, Quibi announced that it would shut down. The platform’s failure was caused by a combination of factors, including its unstable business model, content strategy, and the challenging market landscape.

Quibi’s closure marked a notable example of a well-funded startup that, despite significant investment and star-studded content, could not find a sustainable audience and adjust its business strategy to a competitive streaming market.

Better Place

Better Place was a startup founded by Israeli entrepreneur Shai Agassi in 2007 with the ambitious goal of revolutionizing the electric vehicle (EV) industry. The company aimed to address one of the key challenges of electric cars – limited battery range and charging time. They planned to do this by creating a network of battery-swapping stations.

Better Place’s core innovation was developing a system for quickly swapping electric vehicle batteries at automated stations. The idea was to provide a faster alternative to recharging, addressing the issue of range anxiety for electric car users.

The company invested heavily in building a comprehensive infrastructure of battery-swapping stations and a network of charging points to support electric vehicles. The goal was to enable drivers to quickly exchange depleted batteries for fully charged ones.

Better Place collaborated with popular automakers, including Renault and Nissan, to integrate its battery-swapping technology into electric vehicle models. The company initially focused on launching its services in Israel and Denmark, where it hoped to demonstrate the viability of its approach.

Despite all the investment and such great partnerships, Better Place faced several dramatic challenges. The high cost of building the infrastructure, the need for widespread adoption by automakers, and concerns about the standardization of battery technology – all of these have contributed to the company’s failure.

Better Place filed for bankruptcy in May 2013, just a few years after its founding. But here we have a silver lining. While Better Place itself did not succeed, some aspects of its vision, such as electric vehicle development and charging infrastructure advancements, have continued to evolve in the automotive industry. Battery-swapping, however, did not become a widespread solution for electric cars globally.

Better Place’s story serves as a reminder of the challenges associated with introducing innovative and disruptive solutions to established industries, especially when the business model’s success depends on widespread adoption and infrastructure development.


Zume was a startup that initially gained attention for its innovative approach to food delivery. The company was founded in 2015 and aimed to revolutionize the way pizzas were made and delivered using a combination of robotics and artificial intelligence.

Zume’s founder planned to use a fleet of mobile kitchens equipped with robotic arms to prepare pizzas during the delivery process. This approach was intended to reduce delivery times and ensure that customers received freshly made pizzas. The company also explored the use of data analytics to optimize its menu and delivery routes. It looked like an idea from the future that was getting a lot of attention and could revolutionize the industry.

However, despite the initial excitement and significant funding, Zume faced several challenges that ultimately led to its failure. One of the main issues was the complexity and high cost of implementing and maintaining the unique robotic pizza-making technology. Additionally, the company struggled to achieve profitability, as the expenses associated with its unique approach outweighed the revenue generated from pizza sales.

So, here we see some of the reasons for failure listed above. First, the founders focused on technologies and forgot about the cost and relevance of their implementation. Second, there was no validation of the idea and sufficient testing.

In early 2020, Zume decided to pivot its business focus. It laid off a significant portion of its workforce and shifted its attention toward sustainable packaging solutions, which did not help at all. The COVID-19 pandemic also had an impact on the food delivery industry, further complicating Zume’s efforts.

Ultimately, the combination of technological challenges, financial pressures, and market dynamics contributed to Zume’s failure. The company underwent significant changes and faced difficulties in finding a sustainable and profitable business model, leading to its eventual shutdown in 2020.

Kitty Hawk

Kitty Hawk is not a startup that was shut down per se, but one of its ambitious decisions failed. It is an example of how even the most unique proposals of real dreamers and inventors can crash against the rocks of tough business requirements and bad timing.

Kitty Hawk is an aerospace company focused on developing electric vertical takeoff and landing (eVTOL) aircraft. It was founded in 2010 by Sebastian Thrun and Google co-founder Larry Page to create innovative and environmentally friendly urban air mobility solutions.

Kitty Hawk is known for its work in the field of electric aviation, particularly eVTOL aircraft. These types of aircraft were designed to take off and land vertically, similar to helicopters, but they use electric propulsion for a cleaner and more sustainable mode of transportation.

The company has developed and tested different eVTOL prototypes. The Flyer (an ultralight aircraft), for example, was designed for recreational use and made headlines as one of the company’s early projects. The Heaviside is another eVTOL aircraft designed for urban air mobility, focusing on reducing noise levels.

Kitty Hawk has participated in the emerging field of Urban Air Mobility, which envisions using electric aircraft for short-distance urban transportation. The company aims to reduce traffic congestion in urban areas and provide more efficient transportation options.

Kitty Hawk has decided to shut down its operations after a decade of trying to design flying cars and implement brave dreams into reality. The statement from the company on LinkedIn mentions that they are still working on the details of what comes next. 

The reason behind the shutdown was not announced, but the comments from CEO Sebastian Thrun said that the company faced challenges in finding a viable business path, especially after ending development on the Flyer project.

In other words, the complexities of developing flying cars, along with the challenges associated with regulatory approvals, market viability, and other factors, made it difficult for the company to establish a sustainable business model.


Theranos is one of the most infamous startups that has been filmed in a documentary series and has gone down in history as an example of ambitious aspirations and grandiose fraud.

It was a Silicon Valley startup founded in 2003 by Elizabeth Holmes with the ambitious goal of revolutionizing the healthcare industry through a breakthrough blood-testing technology. The company claimed that it could conduct a wide range of tests using just a few drops of blood drawn with a simple fingerstick instead of traditional venipuncture methods.

Elizabeth Holmes, the charismatic founder and CEO, gained widespread attention for her vision and claimed that Theranos’technology could transform the efficiency and accessibility of medical testing. The company raised substantial funding, reaching a peak valuation of $9 billion.

However, as Theranos garnered more attention, questions began to emerge about the accuracy and reliability of its testing methods. Investigative reports by The Wall Street Journal in 2015 exposed severe concerns regarding the validity of Theranos’claims. It was revealed that the company had misled investors, patients, and doctors about the capabilities of its technology.

Independent investigations found that the blood tests conducted by Theranos were often inaccurate and unreliable, raising serious doubts about the effectiveness of the technology. The company was also accused of using commercially available machines for some tests instead of its proprietary technology. It allegedly manipulated test results and misled investors and partners about its capabilities.

Then, Theranos faced regulatory scrutiny for its testing practices from agencies such as the U.S. Food and Drug Administration (FDA) and the Centers for Medicare and Medicaid Services (CMS).

In 2018, the U.S. Securities and Exchange Commission (SEC) charged Elizabeth Holmes and former president Ramesh ‘Sunny’Balwani with an elaborate, years-long fraud. The SEC alleged that they had exaggerated or made false statements about the company’s technology, business, and financial performance.

Theranos eventually shut down in 2018, and both Holmes and Balwani faced federal charges. In September 2021, Holmes went to trial on charges of wire fraud and conspiracy to commit wire fraud, marking a significant legal battle that could have far-reaching implications for corporate governance and accountability in the tech industry. 

The downfall of Theranos serves as a cautionary tale about the importance of transparency, integrity, and rigorous validation in developing and promoting new technologies. This is a great example of the problems associated with founders, where personal ambition, the desire for quick money, and the unwillingness to admit their inability to achieve a positive result and ask for help will lead to a gigantic failure.


Zenefits was founded in 2013 by Parker Conrad and Laks Srini. It aimed to disrupt the HR and benefits industry by offering cloud-based process optimization software for small and medium-sized businesses. The company quickly gained attention and success, achieving a valuation of over $4 billion in just a couple of years.

However, Zenefits faced a series of problems that eventually led to a significant decline. It all started with difficulties in complying with regulatory requirements. One of the most significant issues for Zenefits was related to compliance reductions and improper licensing practices. The company was accused of allowing unlicensed brokers to sell insurance, which led to investigations by various state insurance departments.

It then emerged that Zenefits had a high-pressure sales culture that encouraged employees to circumvent licensing requirements. This not only raised ethical concerns, created a toxic atmosphere in the team, and reduced the quality of work of employees, but also increased the control of the company by regulators.

In early 2016, in early 2016, founder and CEO Parker Conrad resigned. After the regulatory scandal, it was a necessity, so David Sacks took over as CEO. Sacks instituted reforms to address compliance issues and improve company culture.

However, Zenefits’ valuation still took a significant hit. The company faced a downward valuation correction, a stark contrast to its previous rapid rise in value.

Zenefits’ struggles showed the importance of ethical business practices, especially in industries with complex regulatory environments like insurance and human resources. The incident highlighted the need for startups to prioritize compliance, transparency, and a culture that values ethical behavior.

In the years since these challenges, Zenefits has undergone a significant transformation under new leadership, focusing on rebuilding trust with regulators, customers, and the broader business community.


Webvan is an example of how new ventures can fail regardless of time, era, and technological trends. It was an ambitious online grocery delivery startup that emerged in the late 1990s with the goal of revolutionizing the way we buy groceries.

Webvan was founded in 1996 by Louis Borders, co-founder of Borders Bookstores, and sought to harness the emerging potential of e-commerce to provide a convenient and efficient solution for purchasing products.

Webvan’s business approach involved taking orders online and delivering products directly to customers’ doors. Today, it is a very simple and common service for us, but in those days, it was an innovative and unique solution.

The company has invested heavily in building massive automated warehouses to fulfill orders quickly and efficiently. It was known for its aggressive expansion plans, and it went public in 1999, raising significant capital.

However, despite its timely and up-to-date offering and sound leadership, Webvan became one of the most vocal victims of the dot-com boom and bust. Despite initial success and rapid expansion into several cities, the company faced significant financial problems. The costs associated with building and maintaining automated warehouses, combined with aggressive marketing strategies, resulted in significant losses.

By 2000, Webvan was struggling financially. The company continued to spend huge sums on infrastructure and marketing but struggled to turn a profit. In 2001, the company filed for bankruptcy, one of the biggest failures of the dot-com era. The bankruptcy led to the company’s closure, leaving its investors with significant losses.

Webvan’s failure was emblematic of the excesses and over-optimism of the dot-com era. The company’s demise highlighted the importance of sound financial management, sustainable business models, and the challenges of rapid expansion in an untested market. The venture’s story is a cautionary tale for startups, emphasizing the need for balanced growth strategies and a focus on profitability, not just rapid expansion.

Although Webvan did not survive as a company, its influence is still felt in the e-commerce and product delivery space. The lessons learned from Webvan’s failure became the foundation for subsequent ventures in the industry, helping to evolve online shopping and product delivery models.

How to Avoid Common Mistakes and Save a Startup From Failure?

Of course, no one is immune from unforeseen problems. But everyone can prepare for dramatic changes and challenges. Here are some key things you can do.

  • Market research. Conduct thorough market research to identify your target audience, competitors, and market trends. Understand the problems your product or service addresses.
  • A clear offer. Clearly communicate how your product or service solves a problem for customers. Highlight what differentiates your offer from the competition.
  • Check the problem and solution. Seek feedback from potential customers, pilot, and iterate based on real-world feedback before scaling.
  • Financial management. Develop a realistic budget, review your finances regularly, and plan for contingencies. Keep a close eye on your cash flow.
  • Team building. Build a diverse and skilled team with a shared vision. Also, don’t forget about effective communication and collaboration, as well as understanding and being able to use the strengths and weaknesses of your team members.
  • Creating a solid strategy for attracting customers. Diversify your customer acquisition channels and regularly evaluate their effectiveness. Adapt your strategy based on data and results.
  • Adaptability and learning. Be flexible and be willing to change based on market feedback. Foster a culture of continuous learning and improvement.
  • Compliance with legislation. Be aware of applicable laws and regulations. Seek legal advice to ensure compliance with intellectual property, employment, and industry regulations.
  • Focus on clients. Maintain a customer-centric approach. Communicate regularly with customers to get feedback and use it to improve your product or service.
  • Scalability planning. Plan for scalability from the early startup stage. Build scalable infrastructure, hire strategically, and ensure your processes can handle growth.

Also, know how to let go. Sometimes, the boldest and most unique ideas may not be ready for implementation (or the world is not ready for them). Try to look at things realistically and choose time for your ideas. Maybe it’s easier to let go and switch to something else, only to return to the dream later – when the time comes.

Wrapping Up

In conclusion, there are many challenges that entrepreneurs often face on their way to success. From inadequate market research to the pitfalls of premature scaling, the landscape is full of challenges that require astute navigation. Aspiring founders need to understand the importance of thorough market analysis, sound financial management, and a sustainable organizational culture.

Learning from the experiences of failed startups is a valuable exercise, offering insights that can serve as a compass to avoid potential pitfalls. Strategic planning, adaptability, and a willingness to change are must-haves for anyone working in a volatile environment.

Fostering a culture of innovation, accountability, and continuous learning within an organization can significantly reduce the risk of failure. It is important to see failure as a learning opportunity, not an obstacle. Constant attention to detail and the ability to accept your shortcomings can increase the chances of creating sustainable and successful startups precisely because companies are willing to see things as they are.

In the dynamic world of startups, where uncertainty is the only constant and every new funding round could be the last one, the ability to learn from failure becomes a powerful tool. It is through understanding these common mistakes and proactively working to avoid them that you can pave the way for long-term viability and contribute to a vibrant ecosystem of innovation.

And we will be happy to help you with this. All our experience and expertise are at your service. Just contact us, and let’s talk.

Frequently Asked Questions

The cost of medical app development depends on several factors like your needs, set of features, technology stack, and so on. Though our business analytics make sure to not spend an unnecessary penny.

To make a mobile app screen, you need to create a user flow diagram for each screen, draw wireframes, select design templates, and colors, create layouts, and create an animated prototype.

We usually take our clients through the following steps:

  1. Planning and Research; 
  2. Prototyping;
  3. Design;
  4. Development;
  5. Testing;
  6. Release;
  7. Maintenance.

You will participate in every stage of the development process and get regular updates.

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