Starting a new business venture is an exhilarating journey, full of potential and opportunities. However, the stark reality is that many startups don’t survive beyond their initial years. Understanding why startups fail can help aspiring entrepreneurs navigate the treacherous waters of new business development. Here are the top five reasons why startups fail and how to avoid these common pitfalls.

  1. Lack of Product-Market Fit

One of the most critical reasons startups fail is the lack of product-market fit. You might have an innovative idea, but if it doesn’t solve a problem or fulfill a need for a significant audience, it won’t succeed. Research shows that this is one of the primary reasons startups close their doors.

How to Avoid

Conduct thorough market research before launching your startup. Validate your idea by seeking feedback from potential customers and ensuring there is a genuine demand for your product or service. Use the research to establish pricing points, product features, release timings, and most importantly, if the research conducted reveals that the original idea isn’t what the market NEEDS, don’t be afraid to adapt, pivot or change the idea to better fit market needs.

2. Running Out of Cash

Running out of money is another leading cause of startup failure. Many startups underestimate the amount of capital required to reach profitability, resulting in a premature shutdown when funds run dry. Poor cash flow management, simply put, can be characterized by ‘your expenses exceeding your cash’, something which has been cited in research conducted by Jessie Hagen, formerly with U.S. Bank as the main cause for 82% of US startups failing.

How to Avoid

Develop a realistic financial plan that includes detailed budgeting and forecasting. A clear financial plan should include a profit and loss statement, operating income, net income, a cash flow statement, a balance sheet, sales and revenue projections, and a breakeven analysis. 

Secure sufficient funding from investors, grants, or loans to cover your startup’s needs until it becomes self-sustaining. This effort should be continuous, especially in those early stages. 

3. No Clear Business Model

A viable business model is crucial for a startup’s sustainability. Many startups fail because their business model is flawed or they fail to pivot when necessary.

How to Avoid

Test and refine your business model continuously. Be prepared to pivot and adapt based on feedback and market conditions. Ensure your revenue streams are sustainable and scalable. To understand if your business model is solid, make sure that you have considered the following thoroughly: the market potential and competition; how your customers buy; the needs of your customer; how many different revenue streams you can create with your product.

4. Neglecting Marketing & Sales

Even with a great product, neglecting marketing and sales efforts can lead to failure. Without effective marketing and a strong sales strategy, reaching your target audience and achieving necessary sales growth becomes impossible.

How to Avoid

Invest in a robust marketing strategy and build a competent sales team. Utilize digital marketing, social media, and other channels to increase visibility and drive sales, remembering to engage with potential customers and collaborators on the most appropriate social channels (for your product and market) to maximize visibility. Track your marketing efforts and adjust strategies based on performance data. 

This can be quite overwhelming for a Start Up Founder that doesn’t have a background in Sales and Marketing, so consider getting as much external support as possible – mentors, freelance support, or if possible find a co-founder with experience in these fields.

5. Failing to Hire the Right People

A Start Up’s success heavily relies on the strength of its team. Poor hiring decisions, lack of essential skills, and conflicts among team members can derail a promising venture.

How to Avoid

This is where a solid leadership team is possibly the most important hiring an emerging Start Up can undertake. Hiring from the top down will help you to establish the right company culture from the start, allowing each leadership team member to build out teams that contains individuals with complementary skills and a shared vision. 

Foster a positive work culture and ensure clear communication and conflict resolution mechanisms are in place. Prioritize hiring individuals who are not only skilled but also aligned with your company’s values and mission from management all the way through to individual contributors.


We would argue that all of the above can be avoided simply by ensuring the leadership team has the right qualities and experience to succeed. Often, founding teams are very product-focused and many will be first-time founders. They may lack the business-building skills it takes to grow a profitable business.

At Alexander Daniels Global, we work with Start Ups looking to grow. We can help assess your existing leadership team and make recommendations for development and coaching to help give them the skills they require to succeed. Where the gaps are significant, we can help identify the right external executive to complement the leadership and help drive the business forward.

Understanding the common reasons for failure can help entrepreneurs better prepare for success. By addressing product-market fit, securing sufficient funding, establishing a clear business model, focusing on marketing and sales, and hiring the right people, startups can increase their chances of thriving in a competitive landscape. Let us help you build a resilient and talented team that can navigate these challenges successfully.

Here's How it Worked for MakerVerse

MakerVerse is a digital platform, offering on-demand manufacturing services for everyone from large multinational companies to fast-scaling startups. With their global supply chain of more than 1000 machines and printers – both additive and subtractive – MakerVerse’s platform provides quality from prototyping through to serial production.

Working together with our team at ADG, we helped them grow their business from 2 Founders to a team of 40 in just 18 months.

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