Embarking on the entrepreneurial journey is exciting, but the road to success is fraught with challenges and uncertainties. Research indicates that most startups don’t make it past the first five years, succumbing to various obstacles along the way. To help you navigate this complex landscape and increase your chances of success, we’ve compiled a comprehensive guide to the top 20 reasons why startups fail and how you can avoid these pitfalls.

As a founder or entrepreneur, understanding these common causes of failure is crucial for anticipating potential problems and taking proactive steps to mitigate them. In the following sections, we’ll explore each of the top 20 reasons for startup failure in depth, discussing the warning signs to watch for and providing actionable advice on overcoming these challenges. By learning from the experiences of others and implementing best practices, you can maximize your startup’s chances of success and lay the groundwork for a thriving, sustainable business.

By the end of this article, you’ll have a comprehensive understanding of the top 20 reasons why startups fail and practical strategies for avoiding these pitfalls. With this knowledge in hand, you can confidently embark or continue on your entrepreneurial journey, equipped to tackle challenges head-on and steer your startup towards long-term success. Remember, building a successful startup requires a combination of skills, passion, and perseverance – as well as a willingness to learn from both your own mistakes and the experiences of others.

Lack of PMF: Building a solution in search of a problem

One of the most common reasons why startups fail is that they create a product or service that doesn’t address a specific problem or need in the market. This is often referred to as a lack of product-market fit (PMF). When a startup’s offering doesn’t resonate with potential customers, it’s nearly impossible to achieve sustainable growth and profitability.

To identify if your startup is struggling with PMF, look for signals such as a lack of customer interest or engagement, high bounce rates on your website, low conversion rates, and negative feedback from early adopters. If you’re facing these challenges, it’s essential to pivot and find a better match between your product and the needs of your target audience.

To avoid launching a product without PMF, conduct thorough market research before starting development. Talk to potential customers, understand their pain points, and validate your idea with them. By doing so, you can ensure that your solution genuinely addresses a market need and stands a better chance of success.

Ran out of cash

Running out of money is another common reason why startups fail. Without sufficient capital, it’s difficult to hire and retain talent, acquire customers, and scale the business. A lack of financial resources can lead to a downward spiral, where cost-cutting measures compromise product quality and customer satisfaction, ultimately resulting in business failure.

To identify if your startup is at risk of running out of cash, monitor signals such as a decline in revenue or profits, difficulty paying bills or suppliers, and a decrease in cash reserves. Addressing these issues early on can help you avoid a financial crisis.

To prevent running out of cash, develop a solid financial plan that includes realistic budgeting and expense forecasting. Secure enough funding to cover at least the first 12 to 18 months of operation, and continuously monitor your financial health. By staying on top of your finances and making adjustments as needed, you’ll be better prepared to weather financial challenges and keep your startup on track.

Not the right team

A startup’s success depends largely on the people behind it. Without a strong team, it’s difficult to execute on the vision and achieve the company’s goals. Assembling a team that lacks the necessary skills, experience, or complementary strengths can hinder your startup’s growth and lead to failure.

To identify if your startup is suffering from team-related issues, look for signals such as poor communication, lack of alignment on goals and objectives, and a high turnover rate. Addressing these concerns early on can help you build a more cohesive and effective team.

To build the right team for your startup, focus on assembling a diverse and complementary group of individuals who bring unique strengths to the table. Clearly define roles and responsibilities, and prioritize hiring candidates with relevant skills and experience. Providing ongoing professional development opportunities can also help to nurture and retain top talent.

Get outcompeted

In a highly competitive market, startups must differentiate themselves and offer a unique value proposition to succeed. Failing to do so can result in losing market share, declining revenue, and an inability to acquire new customers. It’s essential to remain vigilant about competitors and continuously innovate to stay ahead.

Signals that your startup is losing ground to competitors include a loss of market share, declining revenue, and difficulty in acquiring new customers. To stay competitive, it’s crucial to keep an eye on industry trends and continually evolve your product or service.

To avoid getting outcompeted, conduct a thorough competitive analysis to understand your rivals’ strengths and weaknesses. Focus on your unique value proposition and what sets your startup apart from the competition. Continuously iterate and improve your product or service to stay ahead of the curve, and invest in marketing efforts that help build your brand and reach your target audience.

Pricing/Cost Issues

Setting the right price is critical for startups. Setting prices too high can make it difficult to acquire customers, while setting prices too low can hurt profitability. In addition, mismanagement of costs can lead to unsustainable operations and the eventual failure of your startup.

Signals that your startup may be facing pricing or cost issues include an inability to attract customers due to high prices, low profit margins, and difficulty covering expenses. To address these concerns, it’s important to find the right pricing strategy for your product or service.

To avoid pricing and cost issues, conduct market research to understand what customers are willing to pay for your product or service. Analyze your competitors’ pricing strategies and consider adopting value-based pricing models that focus on the perceived value of your offering. Additionally, closely monitor and manage your expenses to ensure your startup operates within its means.

Poor product: “User Un-Friendly” Product

A poor product can prevent startups from acquiring and retaining customers. If your product is difficult to use, lacks essential features, or does not meet customer expectations, it’s unlikely to gain traction in the market.

Signals that your product may be lacking include low customer satisfaction, high churn rate, and negative reviews or feedback. Addressing these issues is essential for the long-term success of your startup.

To avoid developing a poor product, conduct user research to understand your target audience’s needs and preferences. Invest in user experience (UX) design to ensure your product is intuitive and user-friendly. Test your product with early adopters before launching, and be prepared to iterate based on their feedback.

Lack of a business model

Without a clear business model, startups struggle to generate revenue and become profitable. Failing to articulate how your company will make money and sustain itself can hinder your ability to attract investors and grow your business.

Signals that your startup may lack a viable business model include a lack of revenue or profitability, difficulty in attracting investors, and uncertainty about how to monetize the product or service.

To avoid this pitfall, develop a clear business model that outlines how your startup will generate revenue, create value for customers, and sustain itself in the long run. Validate your business model with potential customers to ensure it meets their needs and expectations. Continuously iterate and improve your business model based on feedback from customers, investors, and the market.

Poor Marketing

Marketing is essential for startups to acquire and retain customers. Without effective marketing, startups struggle to generate awareness and reach their target audience. This can result in low website traffic, low conversion rates, and declining revenue.

Signals that your startup may be facing marketing challenges include difficulty in acquiring new customers, low engagement on social media, and a lack of brand awareness.

To avoid poor marketing, develop a comprehensive marketing plan that outlines your target audience, value proposition, and marketing channels. Research your target audience to understand their needs, preferences, and behaviors, and tailor your marketing efforts accordingly. Invest in marketing channels that resonate with your customers, such as content marketing, social media, or email campaigns.

Not actively seeking or using customer feedback

Customer feedback is critical for startups to improve their product or service, acquire new customers, and retain existing ones. Ignoring or not seeking feedback can lead to stagnation and lack of innovation.

Signals that your startup may not be effectively using customer feedback include low customer engagement, declining revenue or customer base, and negative reviews or feedback.

To avoid this pitfall, implement a customer feedback system that encourages customers to share their thoughts and experiences with your product or service. Actively seek feedback from customers through surveys, interviews, and social media. Use customer feedback to continuously improve your product or service, address customer pain points, and enhance the overall user experience.

Release product at the wrong time

Timing is critical for startups. Launching a product or service at the wrong time can result in missed opportunities and failure to gain market traction. It’s important to strike a balance between being too early or too late to market.

Signals to look for when assessing if your product has been released at the wrong time include difficulty in acquiring customers, low conversion rates, and declining revenue. These indicators may suggest that the market isn’t ready for your product or that you’ve missed the optimal window for launch.

To avoid releasing your product at the wrong time, conduct thorough market research to identify trends and patterns in your industry. This will help you determine when there is a clear need and demand for your product or service. Collaborate with industry experts and potential customers to gather insights and refine your offering. By releasing your product when the market is ripe, you increase your chances of success and customer adoption.

Lose Focus

Startups can easily get distracted and lose focus on their core mission and objectives. This can lead to a lack of direction and inability to execute on their vision. Distractions can come in many forms, such as chasing trends, pursuing unproductive partnerships, or overextending resources.

Signals to look for when your startup is losing focus include a lack of progress, misalignment on goals and objectives, and a stagnating momentum. These indicators suggest that your team may be devoting too much time and energy to non-essential tasks or initiatives.

To avoid losing focus, develop a clear mission and vision statement that serves as a guiding principle for your team. Prioritize goals and objectives based on their importance and relevance to your core mission. Regularly assess your progress and adjust course as necessary to ensure that your team stays aligned and focused on what truly matters. Implementing regular check-ins and progress reviews can help maintain accountability and a shared sense of purpose.

Disharmony with Investors/Co-founders

Conflict and disharmony with investors or co-founders can create a toxic work environment and lead to poor decision-making and lack of progress. It can stifle innovation, damage morale, and ultimately, threaten the success of your startup.

Signals to look for when disharmony with investors or co-founders is affecting your startup include a high turnover rate, lack of alignment on goals and objectives, and stagnating progress. These indicators suggest that unresolved conflicts and communication breakdowns may be undermining your team’s ability to work effectively.

To avoid disharmony, clearly define roles and responsibilities among co-founders and investors. Establish clear communication channels and ensure that everyone has a voice in the decision-making process. Prioritize building strong relationships with investors and co-founders by being transparent, respectful, and open to feedback. Foster a culture of trust and open dialogue, where conflicts can be addressed constructively, and solutions can be reached collaboratively.

Pivot Gone Bad

Pivoting can be a necessary strategy for startups to adapt to changing market conditions or capitalize on new opportunities. However, a poorly executed pivot can lead to confusion, loss of focus, and failure to achieve the company’s goals. The decision to pivot should be well-reasoned and strategically sound, ensuring that it aligns with your startup’s overall vision and objectives.

Signals to look for when a pivot has gone bad include a lack of progress, declining revenue or customer base, and negative feedback from customers or investors. These indicators suggest that the pivot may not be delivering the desired results and may even be causing more harm than good.

To avoid a poorly executed pivot, conduct thorough market research and assess the feasibility of the new direction before making any drastic changes. Develop a clear plan for the pivot, outlining the steps necessary to achieve the new goals and objectives. Communicate the pivot clearly to customers, investors, and team members, ensuring that everyone understands the rationale behind the change and how it will impact the business. Finally, monitor the success of the pivot closely, being prepared to make adjustments or revert to the original strategy if needed.

Lack Passion and Domain Expertise

Passion and domain expertise are crucial elements for the success of a startup. Entrepreneurs who lack enthusiasm for their industry or market may struggle to differentiate themselves, create innovative solutions, and persevere through challenges. Without a deep understanding of the industry, startups may face difficulties in identifying customer needs, predicting market trends, and establishing credibility.

Signals to look for when passion and domain expertise are lacking include a lack of enthusiasm among the founders, difficulty in differentiating the product or service from competitors, and slow progress in achieving business goals. These signs indicate that the startup may be struggling to find its unique value proposition and effectively navigate the complexities of its industry.

To avoid these pitfalls, choose to build a business in an industry or market that you’re truly passionate about. This passion will fuel your motivation, creativity, and resilience during challenging times. Develop domain expertise by immersing yourself in the industry, learning from industry experts, attending conferences, and staying up-to-date on the latest trends and developments. Continuously invest in learning and improving your knowledge, which will not only benefit your business but also enhance your credibility and authority within the industry.

Bad Location

The location of your startup can have a significant impact on its success. A poor location can make it difficult to acquire customers, attract top talent, and generate revenue. Selecting the right location is crucial for accessing resources, networking opportunities, and the ideal customer base.

Signals to look for when the location is unfavorable include difficulty in acquiring customers or talent, low revenue, and a lack of market demand for your product or service in the area. These signs may indicate that your startup is not optimally positioned to capitalize on the available resources and opportunities.

To avoid location-related issues, conduct thorough market research to identify the best location for your business. Consider factors such as cost, accessibility, proximity to customers and suppliers, and the level of competition in the area. If necessary, be prepared to relocate your business to a more suitable location to maximize growth and success.

No Financing or Interested Investors

Securing sufficient funding is crucial for the success of any startup. Without adequate financing, startups struggle to acquire and retain talent, develop and market their product or service, and scale the business.

Signals to look for when financing is an issue include difficulty in attracting investors or securing funding, lack of progress in business development, and an inability to cover ongoing expenses. These signs may indicate that your startup lacks the necessary resources to grow and succeed.

To avoid financing issues, develop a solid financial plan that outlines your funding requirements and potential sources of capital. Identify potential investors or funding sources early on, and work on building relationships with them. Be prepared to pitch your business and demonstrate its value proposition to secure the funding you need to achieve your goals.

Legal Challenges

Legal challenges can be costly and time-consuming for startups. Failure to comply with regulations and laws can lead to legal disputes, financial penalties, and reputational damage, all of which can jeopardize the future of your business.

Signals to look for when legal challenges arise include ongoing legal disputes or threats, difficulty in complying with regulations or laws, and damage to your company’s reputation as a result of legal issues. These signs may indicate that your startup is facing legal challenges that could hinder its growth and success.

To avoid legal challenges, consult with legal experts early on in the development of your startup. Establish clear legal policies and procedures and prioritize compliance with applicable regulations and laws. By staying informed about the legal landscape and proactively addressing potential issues, you can minimize the risk of legal challenges derailing your startup’s progress.

Not using your connections or network

Connections and networks are essential for startups to acquire customers, attract talent, and secure funding. Failure to leverage these connections and networks can limit a startup’s growth and success.

Signals to look for when you’re not utilizing your connections or network effectively include difficulty in acquiring customers or talent, lack of progress in your business, and inability to secure funding or attract investors. These signs may indicate that you’re not effectively leveraging the relationships and resources available to you.

To avoid this pitfall, focus on building a strong network of industry professionals, potential customers, and investors. Attend industry events, conferences, and networking gatherings to connect with others in your field. Actively engage with potential customers, investors, and partners both online and offline, and don’t be afraid to ask for introductions or recommendations. By making the most of your connections and network, you can increase the chances of your startup’s success and growth.

Burn Out

Burnout is a common problem for startup founders and can lead to decreased productivity, lack of motivation, and even depression. The high demands and pressures of building a business from scratch can take a toll on your mental and physical well-being, ultimately impacting your ability to lead your startup to success.

Signals to look for when burnout is becoming an issue include lack of enthusiasm for your business, declining productivity, difficulty in achieving goals and objectives, and a pervasive sense of exhaustion. These signs may indicate that you’re experiencing burnout, which can hinder your startup’s progress and overall success.

To avoid burnout, prioritize self-care and establish a healthy work-life balance. This can include setting boundaries between work and personal life, delegating tasks to team members, and taking time off to recharge when necessary. Additionally, consider seeking professional support, such as therapy or coaching, to help manage stress and maintain your well-being.

Failure to pivot when necessary

Pivoting can be a necessary strategy for startups to adapt to changing market conditions. Failure to pivot when necessary can lead to missed opportunities and failure to achieve the company’s goals. Ignoring signals that a pivot is needed can result in your startup losing its competitive edge and falling behind in the market.

Signals to look for when a pivot may be necessary include declining revenue or customer base, negative feedback from customers or investors, and a lack of progress in your startup’s growth. These signs may indicate that your current strategy is not working, and a change in direction may be required to stay competitive and achieve success.

To avoid failing due to an inability to pivot, continuously monitor market trends and conditions, and be open to change. Assess the feasibility of pivoting and be prepared to make difficult decisions when they are necessary for your startup’s survival. Communicate any changes in direction clearly to customers and investors, ensuring they understand the reasoning behind the pivot and how it will benefit the company in the long run.


Building a successful startup requires a combination of skills, passion, and perseverance. By understanding and avoiding these top 20 reasons why startups fail, you can increase your chances of success and achieve your business goals. Remember to prioritize customer feedback, build a strong team, establish a solid financial plan, and continuously iterate and improve your product or service. Stay vigilant for any signals that may indicate potential pitfalls and be prepared to make strategic adjustments to overcome challenges and drive your startup toward long-term success.

About the Author: Geoffrey Byers
Geoffrey is one of the world's foremost Designers. He is also a Serial Entrepreneur, Author, Speaker, and Mad Scientist. Hypothesis-Driven experimentation is his love language.