While the prospect of turning a groundbreaking idea into a thriving business is alluring, the reality is starkly challenging. A staggering 90% of startups fail, according to Forbes. Understanding why startups falter can help you avoid common pitfalls.

Let’s take a look at the common and pertinent ten reasons why most startups fail to grow. We discuss each with depth and data to guide aspiring entrepreneurs.

1. Lack of Market Need

The primary reason startups fail is a lack of market need for their product or service. A CB Insights analysis of startup post-mortems identified this as the top reason, accounting for 42% of failures. Entrepreneurs often assume their idea will find a market without sufficient evidence to support this belief. Success demands thorough market research to validate that a substantial need exists and that the solution effectively addresses this need. Without a clear market demand, even the most innovative products struggle to find traction.

2. Inadequate Funding

Running out of cash is a critical blow to any startup. The journey from concept to market can be longer and more costly than anticipated. Underestimating the amount of capital required to sustain operations until the business becomes self-sufficient leads many startups to an untimely demise. It’s crucial for entrepreneurs to secure adequate funding, manage resources wisely, and plan for financial sustainability from the outset.

3. Poor Product-Market Fit

A great product that fails to align with market needs or preferences is another common reason startups struggle. Achieving product-market fit means your product satisfies a strong market demand. Startups often fail here by focusing too much on product development without adequate feedback loops or market validation processes. Continuous iteration based on real-world usage and feedback is key to refining your product until it resonates strongly with your target audience.

4. Ineffective Marketing

Many startups underestimate the importance of a solid marketing strategy. Even the best products need effective marketing to reach potential customers and generate demand. Startups fail when they neglect this crucial aspect, either by allocating insufficient resources to marketing efforts or employing strategies that do not resonate with their target market. Understanding your audience and crafting compelling messaging across the right channels are paramount for startup growth.

5. Ignoring Competition

Underestimating or ignoring existing competition can lead to startups being outmanoeuvred in the market. A competitive analysis is not a one-time task but an ongoing process to stay informed about market dynamics and competitors’ strategies. Startups that fail to differentiate their offerings or adjust to competitive pressures often find themselves unable to sustain growth.

Blockbuster, once a dominant force in the movie rental industry, failed to adequately acknowledge and respond to the competitive threat posed by Netflix and other emerging video-on-demand services. In the late 1990s and early 2000s, Netflix introduced a novel subscription-based, mail-order rental service, which eliminated late fees—a significant pain point for Blockbuster customers. Despite this emerging threat, Blockbuster was slow to adapt its business model to the changing consumer preferences and technological advancements.

By 2010, Blockbuster filed for bankruptcy, while Netflix’s innovative approach to content delivery (pivoting from DVD rentals to streaming services) led to explosive growth. As of 2021, Netflix has over 200 million paid subscribers worldwide, showcasing a staggering growth trajectory from its early days. According to Statista, the global video streaming market—led by companies like Netflix—is expected to surpass $330 billion by 2025, highlighting the shift in consumer behavior towards digital content consumption.

6. Flawed Business Model

A startup’s business model is its blueprint for success, outlining how it intends to generate revenue, deliver value to customers, and ensure operational sustainability. A common pitfall is the creation of a model that lacks clarity on cost structures, revenue streams, and customer segments. According to Harvard Business School, over 50% of startups need to adjust their business model after launch. This adjustment reflects the initial model’s inability to sustainably support the business in real-world market conditions. Successful entrepreneurs understand the importance of a flexible, scalable business model that can adapt to feedback and changing market dynamics, ensuring a clear path to profitability.

7. Weak Management Team

The caliber of a startup’s management team can significantly influence its trajectory. A McKinsey report suggests that high-performing teams are 1.9 times more likely to achieve an above-median financial performance. The diversity of skills, industry experience, and the ability to execute on strategic goals are paramount. Startups often stumble when their teams lack a balance of technical expertise, business acumen, and leadership skills. The cohesion and ability to navigate challenges together, adapt to market changes, and capitalize on opportunities are what set successful startups apart. Building a team with complementary skills and a shared vision is critical for navigating the startup journey effectively.

8. Failure to Pivot

Markets evolve, and successful startups often need to pivot their strategy, product, or business model in response to feedback, market demands, or competition. A refusal or delay in making necessary pivots can lead to missed opportunities and eventual failure. Startups that remain rigid in their original vision without adapting to market realities tend to struggle.

“The only thing worse than starting something and failing… is not starting something.” – Seth Godin

One of the most celebrated examples of a successful pivot is that of Slack, the widely-used messaging platform for businesses. Initially, Slack began as a gaming company called Tiny Speck, with its primary product being an online game named “Glitch.” Despite the game’s innovative design and creative gameplay, it struggled to gain traction and sustain a substantial user base. Recognizing the potential of the internal communication tool they had developed to facilitate collaboration within their distributed team, the company decided to pivot. They repurposed and refined this tool, launching it as Slack in 2013.

This strategic pivot from a gaming platform to a business communication tool was a remarkable success. Slack filled a significant gap in the market for efficient, user-friendly team collaboration software. It quickly gained popularity, growing to millions of daily active users and becoming an indispensable tool for teams worldwide.

9. Poor Customer Experience

In the era of instant gratification and endless choices, customer experience has emerged as a key differentiator for businesses. A Walker study predicted that by 2020, customer experience would overtake price and product as the key brand differentiator. This prediction underscores the shift towards value-driven interactions where consumers expect not just a product but an experience that resonates with them. Startups that fail to prioritize the user experience, from the intuitiveness of their product design to the responsiveness of their customer service, often find themselves struggling to retain customers. In a market where 65% of U.S. customers find a positive experience with a brand to be more influential than great advertising, overlooking customer experience is a critical mistake.

10. Legal and Regulatory Challenges

Many startups fail to cope up with the legal and regulatory challenges. The problem is that the complexity of compliance varies significantly across industries, with sectors like healthcare, finance, and data security facing particularly stringent regulations. So, there is no set of rules that startups can follow and plan accordingly.

A failure to comply with relevant laws and regulations leads to severe penalties, financial losses, and reputational damage. According to a Thomson Reuters report, more than half of the businesses spend over an entire day each week on compliance-related activities, highlighting the significant burden of regulatory compliance. Yet, understanding and adhering to these requirements is non-negotiable for startups aiming for long-term success. Proactive legal guidance and compliance strategies are essential to mitigate risks and secure the startup’s growth trajectory.

Mistakes Startup Managers Must Avoid

While these are the common reasons why startups cannot make it big, let’s not overlook the problems that bad decisions create. Startup Managers and Entrepreneurs also play a key role. Here are a few mistakes that entrepreneurs must avoid to ensure the success of their startups.

1. Neglecting Market Research

First and foremost, it’s essential to understand the market you’re entering. Jumping headfirst without a thorough market analysis is like sailing without a compass. You might have a great idea, but if there’s no demand for it, or if the market is already saturated, you’ll struggle to gain traction. Spend time understanding your potential customers’ needs, preferences, and behaviors. Ignoring this step can lead to misaligned product offerings that don’t meet customer expectations or solve real problems.

2. Underestimating Financial Requirements

Many entrepreneurs fall into the trap of underestimating the amount of capital required to get their business off the ground. It’s crucial to have a clear financial plan that covers initial setup costs, ongoing operations, and unexpected expenses. Running out of money is one of the most common reasons startups fail, so plan your finances meticulously. Ensure you have enough runway to achieve your next business milestone before you need to secure additional funding.

3. Skimping on Talent

As you build your startup, you might be tempted to cut corners when it comes to hiring. While budget constraints are real, remember that the quality of your team can make or break your business. Investing in the right people—those who not only have the skills but also share your vision and passion—can accelerate your growth significantly. Skimping on talent might save you money in the short term, but it can cost you dearly in terms of productivity, innovation, and business culture in the long run.

4. Poor Network Utilization

Building a strong network of advisors, mentors, and peers is invaluable. Sometimes, new entrepreneurs either underestimate the importance of networking or fail to engage their network effectively. Your network can provide insights, introduce you to potential partners or investors, and offer guidance based on their own experiences. Don’t hesitate to reach out and foster these relationships. Attending industry meetups, seminars, and other networking events can open up numerous opportunities that might otherwise be missed.

5. Ignoring Customer Feedback

Once your product or service is in the market, actively seek out and listen to customer feedback. Many entrepreneurs fall in love with their initial idea and ignore feedback that could help refine or improve their offering. Customers are your most valuable resource for insight into what’s working and what’s not. Use their feedback to make iterative improvements that enhance user satisfaction and product value.

Avoiding these mistakes doesn’t guarantee success, but it does steer you away from common pitfalls that have hindered many startups. Keep these points in mind, and you’ll be better equipped to launch and scale your startup successfully.