I’ve been a founder for a number of startups, most of which DID fail, so maybe I can give you some advice from the other end.
The biggest causes of failure I’ve run into in my own and within my circle of friends are:
- Undercapitalization - reiterating the importance called out by msmith537 and watchwolf49, adequate funding is probably the most crucial part of having enough time to succeed with your venture. Your startup / new business is going to bleed money for some amount of time - whether it’s 6 months or 3 years, it’s going to be longer than you’d like, and likely longer than you plan for.
Having enough funding, particularly funding distinct from your own personal retirement and ongoing expense money, is absolutely key to success. And here “enough” means “more than you’ve calculated you need by at least 20%+.”
- A specific market / desire for your particular product - it’s really easy to look at high level numbers and do some quick aspirational math along the lines of “apparel is a $315 billion annual business in the US…all I have to do is capture .001% of that with my clever t-shirt company and I’ll be a millionaire!”
Whenever possible, get opinions from the non-family-and-friends group of people early and often. Do market studies. Build prototypes and put ads up for sale purely to gauge interest at different price points. Do whatever you can to get an accurate and unbiased read on the real market desire for your particular product. Then take that information into account when calculating your market and how much money and time you need to reach success. Be conservative and pessimistic and see if the picture still works - if it doesn’t, you’re probably aiming for being among the 90% rather than the 10%.
- Know who your competitors are - it’s relatively easy to identify gaps in the market for your great idea. It’s harder to execute and get a real product or service out there that actually addresses that gap, often taking years of blood, tears, and toil from you and many others on your team.
Then the hardest thing of all is when giant competitors you weren’t expecting come in and create something directly competitive with what you’ve created after you’re finally getting some traction and can see light at the end of the tunnel. They have economies of scale and advantages in distribution and supply chains you can’t hope to match, and can undercut you for longer than you can stay solvent.
Pretty much the only way to avoid this is to become (or have a founding partner who is) an expert in the particular niche you’re targeting. Know your space inside and out, know whatever products or services are out there that address even a part of what you’re going to bring, and know who the biggest players who COULD do something in that space are. Know how you stack up, and most of all, before you do anything, articulate what your secret sauce is and why you could succeed against Conglomco if they decide to enter. Answers like “we have 3 patents around our solution” are good, answers like “we have a great culture and we’re going to work harder and disrupt!” aren’t.
- In the immortal words of CM Burns: “I’ll keep it short and sweet. Family, religion, friendship. These are the three demons you must slay if you wish to succeed in business. When opportunity knocks, you don’t want to be driving to a maternity hospital or sitting in some phony-baloney church. Or synagogue.”
Ok, that’s an exaggeration, but there’s actually an important kernel to extract here: you need 100% dedication and buy-in from your family and friends, and you have to be in a very stable place in life to attempt a startup. This is because it’s going to take 80% - 110% of your time and attention for several years. Your relationships are going to suffer, whether family or friends, and you need buy-in from them or they’re just going to make an already difficult task even harder and more stressful and less likely to succeed.
The stress of a startup can be significant, and if you’re not in a stable place in life and have to move or deal with kid problems or family drama, or are worrying about your day job, it’s just going to add to it and make it less likely to succeed. Be aware of this. Plan for this. Get buy-in from all the other people in your life that they’ll support you and be aware of how much time and attention it will take.