Failure is an unavoidable part of the entrepreneurial journey. It isn't the end of the road but a detour guiding you toward a better path. The real question isn't whether you'll face failure but how you'll handle it when it comes. In the face of setbacks, should you pivot or persevere?

In the early-stage portfolio of 100+ startups I observe, it's very rare that first idea works. Therefore, today we explore failure through a imaginary story inspired by real world cases.

Picture yourself as Sarah, the founder of TaskMate, a SaaS company aimed at simplifying project management for small businesses. Although the app has a clean interface and innovative features, the user count is stagnating. It’s decision time: should TaskMate pivot or persevere?

Reality check

Six months post-launch, TaskMate is far from becoming the go-to solution for small businesses. The acquisition rate is low, and customer churn is high. Sarah is grappling with the question every founder dreads: What went wrong?

If you find yourself in Sarah's shoes, examine your customer analytics. Low acquisition and high churn are critical signs that your product or marketing strategy may be flawed.

Facing the dilemma - pivot or persevere?

1. Data check

Sarah arranges a deep-dive session with her team. Together, they look into customer reviews, user engagement metrics, and the sales pipeline.

Gathering and interpreting data is essential. The numbers often reveal patterns and areas for improvement you might overlook.

2. Customer reality check

Sarah sends out a user survey and conducts interviews. The common thread in the feedback is that while the app is good, it's not exceptional. Many users have trouble distinguishing it from competitors.

Understanding your USP (Unique Selling Proposition) is critical. When customers can’t tell you apart from competitors, it's a red flag that calls for immediate attention.

Moment of decision

1. Team alignment

Sarah holds a frank discussion with her team. Although morale is low, the belief in the product's potential remains high.

Team alignment is vital for any pivot or perseverance strategy. Make sure everyone is on board and understands the new direction or renewed focus.

2. The verdict

Sarah opts to pivot. TaskMate will shift its focus to providing project management solutions specifically for remote teams, an underserved market.

When pivoting, identify a niche market where you can offer unique value. Validate the new market fit with a minimum viable product (MVP) before going all in.

The new horizon

Fast forward to a few months later. TaskMate has rebranded and released features catering to remote teams. The pivot pays off, and user engagement starts to soar.

Don't be afraid to iterate on your product. Continuously gather feedback and improve, especially during and after a pivot.

Whether you’re a Sarah, wrestling with stagnation, or an entrepreneur preparing for such pivotal moments, always remember that both pivoting and persevering are paths to progress. The key is to make an informed decision and take swift action.

Goodreads:

• The Lean Startup by Eric Ries
• Pivot: The Only Move That Matters Is Your Next One by Jenny Blake