WHY STARTUPS FAIL AND HOW YOURS CAN SUCCEED. David Feinleib

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1 WHY STARTUPS FAIL AND HOW YOURS CAN SUCCEED David Feinleib

2 Why Startups Fail: And How Yours Can Succeed Copyright 2012 by David Feinleib This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. Exempted from this legal reservation are brief excerpts in connection with reviews or scholarly analysis or material supplied specifically for the purpose of being entered and executed on a computer system, for exclusive use by the purchaser of the work. Duplication of this publication or parts thereof is permitted only under the provisions of the Copyright Law of the Publisher's location, in its current version, and permission for use must always be obtained from Springer. Permissions for use may be obtained through RightsLink at the Copyright Clearance Center. Violations are liable to prosecution under the respective Copyright Law. ISBN-13 (pbk): ISBN-13 (electronic): Trademarked names, logos, and images may appear in this book. Rather than use a trademark symbol with every occurrence of a trademarked name, logo, or image we use the names, logos, and images only in an editorial fashion and to the benefit of the trademark owner, with no intention of infringement of the trademark. The use in this publication of trade names, trademarks, service marks, and similar terms, even if they are not identified as such, is not to be taken as an expression of opinion as to whether or not they are subject to proprietary rights. While the advice and information in this book are believed to be true and accurate at the date of publication, neither the authors nor the editors nor the publisher can accept any legal responsibility for any errors or omissions that may be made. The publisher makes no warranty, express or implied, with respect to the material contained herein. President and Publisher: Paul Manning Lead Editor: Jeff Olson Editorial Board: Steve Anglin, Mark Beckner, Ewan Buckingham, Gary Cornell, Morgan Ertel, Jonathan Gennick, Jonathan Hassell, Robert Hutchinson, Michelle Lowman, James Markham, Matthew Moodie, Jeff Olson, Jeffrey Pepper, Douglas Pundick, Ben Renow-Clarke, Dominic Shakeshaft, Gwenan Spearing, Matt Wade, Tom Welsh Editorial Assistant: Rita Fernando Copy Editor: Tiffany Taylor Compositor: Apress Production Indexer: SPi Global Cover Designer: Anna Ishchenko Distributed to the book trade worldwide by Springer Science+Business Media New York, 233 Spring Street, 6th Floor, New York, NY Phone SPRINGER, fax (201) , orders-ny@springer-sbm.com, or visit For information on translations, please rights@apress.com, or visit Apress and friends of ED books may be purchased in bulk for academic, corporate, or promotional use. ebook versions and licenses are also available for most titles. For more information, reference our Special Bulk Sales ebook Licensing web page at ii

3 To the entrepreneurs, investors, and friends who made this book possible

4 Contents About the Author... vi Introduction... vii Part I Market, Product, and Entrepreneur... 1 Chapter 1: Poor Product-Market Fit... 3 Chapter 2: Bad Products Chapter 3: The Missing Entrepreneur Part II Sales and Marketing Chapter 4: Investing in Sales and Marketing Too Early Chapter 5: Losing Money on Every Sale Chapter 6: Invisible Startups Part III Execution Chapter 7: Failing to Communicate Chapter 8: Not Getting Started Chapter 9: Failing to Execute Part IV Capital and Liquidity Chapter 10: Pitches That Fail Chapter 11: Managing Liquidity Chapter 12: From Failure, Success Index v

5 About the Author David Feinleib is an investor, adviser, and serial entrepreneur. As an entrepreneur and venture investor, he has been responsible for investments totaling more than $100 million. His passion for entrepreneurship goes back to his childhood when he started writing and selling software programs at age 12. Feinleib later joined Microsoft, where he became the company s youngest technical evangelist. He started four companies between 2000 and One was acquired by Hewlett-Packard, another by Keynote Systems. After joining venture-capital firm Mohr Davidow in 2006, he became a general partner in 2009, where he led investments in consumer Internet and software companies. In 2011, Feinleib s love for entrepreneurship took him back to starting his own companies, while continuing to advise and invest in others. Feinleib holds a master s in business administration from the Stanford Graduate School of Business and a bachelor s degree from Cornell University, where he was a Kodak Scholar. He is also an avid triathlete and violinist. vi

6 Introduction Some eight of ten new businesses fail within their first three years. Nine of ten venture-backed startups fail to generate meaningful returns. Venture capitalists turn down 99% of the pitches they see. The odds appear to be stacked against you! But entrepreneurs often make the same avoidable mistakes over and over. Why Startups Fail can help you beat the odds and avoid the pitfalls and traps that lead to early startup death. Numerous books have been written about winners like Apple, Google, and Facebook. Few, however, capture the mistakes: the key decisions that led to running out of cash and early startup failure. Some startups spend millions building products the market doesn t want, others spend too much too early on marketing and sales, and still others hang on too long without pivoting out of bad markets. Knowing how to avoid these mistakes doesn t guarantee startup success. But it certainly increases your chances. Whether you are a soon-to-be entrepreneur thinking about taking the leap, a bootstrapped entrepreneur trying to energize a business three or four years in, or a venture-backed entrepreneur trying to scale, Why Startups Fail shows you the key mistakes that cause new ventures to fail and how to avoid them. As a serial entrepreneur and venture capitalist, I ve been part of or witnessed a fair number of startup successes and failures, some of which you read about in this book. In some cases, I disguise the companies and players involved or use composites, but the essence of each story contains a powerful kernel of wisdom or point of caution. vii

7 viii Introduction Most recently, I was a general partner at Mohr Davidow, a Sand Hill Road (Silicon Valley) venture capital firm with $2B under management, where I worked from Before Mohr Davidow, I started four companies, two of which were acquired. I ve bootstrapped and raised venture capital. I ve experienced both sides of the fundraising process: raising money and investing it. I ve bought and sold companies, and I worked at a big software company Microsoft in the 1990s. Expanding on my popular VCDave.com blog post Why Startups Fail, I use short, powerful chapters to reveal the keys to successful entrepreneurship: excellent product-market fit, focus, superb execution, the ability to pivot, stellar teams, and wise spending. In Why Startups Fail, you learn from the mistakes I ve seen made over and over and find out how to position your startup for success.

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