That was fast! I mean life! Ron Padgett poem
This interesting poem (that's it–six words total) got me thinking about the 'life' of startups and how to understand the various stages of birth, growth, maturity and (gulp) death. Well managed startups run in the fast lane for sure and delaying necessary transitions from one stage to the next can create all sorts of unnecessary problems.
The startup birth phase is the simplest and also the most challenging. Founders need to have the right ideas, be able to pivot if the market changes or competitors emerge and launch a product or service that has some market traction. If all goes well, angel or seed investors come along and fund product development and customer acquisition. Sounds easy but this is where most startups fail to thrive, often due to misreading the market, over complicating the product, or just plain bad management.
The growth phase is post market proof that the product or service has traction and is able to attract a paying customer base with high satisfaction, strong usage and a low churn rate. The challenges in the growth phase is to keep customer acquisition costs (CAC) reasonable, while maximizing the lifetime value (LTV) of the customer. Driving up profitable customer counts attracts venture money looking to see if the growth phase really has the legs it needs to succeed, or is it just a product and not a company.
The maturity phase is the transition from a product or service offering to a company–one with multiple ways to market, a portfolio of attractive offerings for its customers and an experienced management team capable of taking the company to new levels of revenue and profitability. Growth capital is usually still required to accelerate growth and grow into new global or vertical markets. Major challenges in the maturity phase include: founder transition (most founders get out of day to day operations in the growth phase, but remain key strategists in maturity), competitive onslaughts from cheaper, more creative players and managing a much more complex enterprise.
All companies die, in one way or the other. The death phase refers to the time when the company does not resemble where it came from at birth. It could be acquired and its products/services absorbed into a much larger entity, it could be an acquirer, bring on new product lines to complement old (and importing new cultures and challenges) or it could just stagnate, maintaining loyal customers, but being passed by new competitors in the marketplace. Challenges include financing product development as margins are squeezed, keeping customers on the platform and finding ways to bring on new customers. Often, an acquisition by a competitor, a retiring of the aged platform and innovative go-to-market strategies are needed to revitalize the offerings.
So, that was fast! I mean life! in the startup world…