Failure and more importantly studying others’ misfortunes is one of the
most important educational tools we have. In fact there is an entire
convention in the Bay Area for technology entrepreneurs, investors,
developers and designers to study their own and others’ failures and
prepare for success,
thefailcon.com.
We had the amazing opportunity to chat today with Caroline Cummings,
VP of Marketing at Palo Alto Software. As the former co-founder and CEO
of two technology companies, she’s experienced both start-up failures
and successes, and has raised close to $1 million in investment capital.
Her first venture, OsoEco.com (healthy social shopping), dissolved in
2009. Her second venture, RealLead (mobile marketing for real estate)
sold in early 2012. She has co-founded several successful
entrepreneurial programs for the
Eugene
Area Chamber of Commerce, including Smart-ups Pub Talks and the
Southern Willamette Angel Network. Not only has Caroline had an amazing
career where she has had the opportunity to be both entrepreneurial and
intrapreneurial, she strongly believes in paying it forward through
mentorship. “I think the secret to the universe is mentoring,” said
Cummings.
She has created what she calls “The 10 Reasons Why a Startup Fails”
to help other entrepreneurs avoid some of the detrimental mistakes that
she has made and witnessed over the years.
1. The Wrong Team – as Jim Collins noted in his book
Good To Great, “start by getting the right people on the bus, the wrong people off the bus, and the right people in the right seats.”
2. The Single Founder – finding the right co-founder
is critical. To find the right partner you have to be able to recognize
the skills that you do not posses and be willing to admit that you have
shortcomings.
3. The Wrong Legal Team – Caroline found that having
legal counsel that was not well-versed in business law was one of the
biggest mistakes that her failed business encountered! Make sure you
have sound, credible counsel and do your due diligence.Caroline suggests
that you need to trust your gut when it comes to your legal counsel but
also has laid out some questions that you should ask any legal
representative you are considering:
- Have they worked with your industry?
- How much time do they have to spend with you?
- Who else do you go to if they cannot be available to you (partners)?
- Have they raised rounds of financing before?
- If so, have they created/read a Capitalization Table?
- Have they done compensation packages?
- Do they have experience with IP protection?
- Do they have experience with Global Expansion?
- Do they have experience with exits, M&A’s, IPOs?
4. Boiling the Ocean – Is your concept completely
new? Will you have to teach your potentials consumers about your
product, will there be a learning curve? Can you borrow techniques that
have already been created or partner with companies that already exist?
5. Not Talking to Customers – often entrepreneurs do
all of their concepting and creation within a bubble either because
they are afraid someone will steal their idea or because they want it to
be perfect before releasing it to the world.
Lean Start Up
methodology has taught us to find our MVP (Most Viable Product) and
roll with it. Test the product, concept or service to see if it is
viable. It doesn’t have to be perfect right out of the gate, get
feedback, make changes, pivot where necessary. Include your customers in
your research and development.
6. Stealth Too Long – If you are too slow to draw,
you may miss your opportune time to launch or worse yet, someone else
might beat you to the finish line. Take advantage of all of the tools
and information out there to help you get your business up and running
(like www.chic-ceo.com and many easily accessible books like “The Art of
the Start” for example.)
7. Stuck on Original Idea – although it is important
to have a clear direction for your company, you must be nimble when it
comes to having a successful startup. Opportunities arise, projects fail
and situations change.
8. Taking Dumb Money – when you are raising capital
and spending money other than what your company has generated, you get a
say in the transaction. Don’t just take a deal because you need the
money, be smart about what the money brings with it. Look for investors
that are willing to mentor you, introduce you to contacts and take a
significant interest in the success of your organization.
9. Founder-itis – “An organization faces founder’s
syndrome or founder-itis as the scope of activities widen and number of
stakeholders increase. Without an effective and inclusive decision
making structure and process there is potential for conflict between
newcomers who seek effective involvement with organizational development
and the founder(s) who seek to dominate the decision making process.
This can be very disruptive both to the organization and to the
individuals concerned and should be carefully and clearly diagnosed and
addressed quickly and decisively.
“
10. Spending Too Much Money – Often startups think
that once they hit a certain threshold they can become less frugal.
Frugality is a virtue that many startups have a hard time managing. It
is important to be willing to spend where necassary but to manage the
bottom line. Luxuries like fancy office spaces may not be necessary in
the startup phase.
Jody Coughlin is the CMO and co-owner of Chic CEO – a free resource for female entrepreneurs. You can follow her and Chic CEO on twitter at @ChicCEO.
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