A startup pivot, also known as a business pivot, happens when a company adjusts its business strategy to adapt to shifts in its industry, customer preferences, or any other factors that affect its financial performance. In essence, it involves the process of a startup incorporating direct or indirect feedback to bring about a transformation in its business model.
Within the startup ecosystem, “pivoting” can be defined as:
Adapting the business’s trajectory to accommodate shifts in the industry, user preferences, or any other factors that affect your value proposition.
Example: To illustrate this concept further, consider the case of Instagram. Originally known as Burbn, the application was packed with numerous features, leading founder Kevin Systrom to acknowledge that “The app felt cluttered and overrun with features.”.
Despite its shortcomings, one aspect resonated with users: the effortless sharing of photos among friends.
Systrom and his team faced a challenging decision. They stripped away most of the features, focusing solely on the ability to upload, like, and comment on photos. Thus, Instagram was born.
A pivot can involve transforming your current product into a feature of a larger platform that offers more comprehensive offerings to your target market.
Alternatively, it might entail targeting a different user base by transitioning from B2B (business-to-business) to B2C (business-to-consumer) or vice versa. Another possibility is changing the underlying technology on which your product is built.
Pivoting plays a critical role in the success of startups when they encounter insurmountable obstacles. For instance, data from Station F reveals that 24.7% of surveyed companies decided to change their target markets. Furthermore, an intriguing finding shows that 16% of respondents solidified their positions by forging new partnerships and deals. The smallest category of pivots pertained to companies reconsidering their pricing strategies.
Now, let’s delve into the process of determining whether or not you should pivot your startup.
Determining the Right Time to Pivot Your Startup
To help you with recognizing the appropriate moment to pivot in your startup’s journey, here are some common indicators that typically indicate the necessity for a pivot:
1. Overwhelming Competition
No matter how unique you believe your idea is, chances are someone else has had a similar concept before. If they are actively pursuing it and possess greater resources, there is a risk of being beaten to the market.
An established company may have learned about your product and started leveraging its resources toward a similar end.
Example: This scenario is currently unfolding with Clubhouse, which now boasts over 10 million active users. Other social media giants are scrambling to challenge the latest social media platform on the scene.
Twitter’s soft launch of Twitter Spaces and Instagram’s introduction of Live Rooms are just a couple of examples of how larger companies are employing their extensive resources to overshadow Clubhouse.
2. Slow Progress
If, despite your best efforts, you are not making progress as quickly as desired in terms of key performance indicators (KPIs), it may be time to consider a pivot.
Example: Slack provides a famous example of this. Initially, Slack began as a video game called Glitch, which focused on socialization and exploration rather than traditional gaming objectives like battling monsters or solving puzzles. Although the game gained some popularity, the founding team encountered significant challenges in achieving profitability.
To address this, they made a pivot and transformed the product into a chat app for coworkers, resulting in immense success. While a complete business pivot like Slack’s may not be necessary, a slight pivot in product, target market, revenue model, or other areas may be sufficient to achieve your KPIs.
3. Hitting a Roadblock
If your product was gaining traction but has suddenly stalled, it may be a sign to consider a startup pivot.
Example: Spotify faced this exact challenge when the COVID-19 pandemic struck in 2020. With advertising budgets slashed, Spotify, which heavily relied on advertising for revenue, had to find alternative sources of income.
Taking inspiration from Netflix, they made a pivot by creating original podcast content. This move proved successful, as artists and users uploaded over 150,000 podcasts in just one month, and Spotify signed exclusive podcast deals with celebrities while curating playlists.
4. Uninterested Market
Merely hearing potential customers express interest in your product does not guarantee they will actually make a purchase. If you have built your product, but people are not showing interest, it may be time to consider a pivot.
Example: An excellent example of this comes from Ali Halabi, a successful entrepreneur and the founder of Volt Lines, a B2B subscription-based travel solution for corporate users in Istanbul.
Initially, Ali introduced an on-demand carpooling service for commuters, but the concept failed to gain traction. Upon revisiting the problem and the market, Ali discovered that subscription-based, bespoke shuttle buses were the solution that resonated with the market. By gathering data and pivoting accordingly, Ali found the success he enjoys today.
Achieving an Effective Startup Pivot
Executing a successful pivot requires careful consideration and strategic action. Here are some key insights to enhance your chances of success:
1. User-Centric Approach
Emphasize the importance of user feedback. Your product exists to solve their problems, so actively listen to their insights. Valuable feedback regarding pricing, overwhelming features, or superior alternatives can guide your startup’s direction—even if you’re not pivoting. Understanding your users’ needs is essential for a successful pivot.
2. Assess Competitors
Reevaluate how your competitors address your target users’ problems, both directly and indirectly. Analyze their offerings in comparison to yours. Combining this research with user feedback will help you make informed decisions regarding the direction of your startup.
3. Effective Messaging
Communicating your product to the target market is as crucial as its development. Focus on conveying what you do and, more importantly, why you do it. Transparency and effective messaging strengthen your relationship with users, especially during a pivot.
4. Timely Pivot
As mentioned earlier, many successful companies have pivoted, sometimes multiple times, to achieve success. However, it’s crucial to pivot promptly and decisively. Delaying the pivot wastes time, money, and effort. Moreover, it can confuse users about your product’s goals, potentially leading them to choose your competition.
5. Team Alignment
Engage in open communication with your team, ensuring everyone understands the reasons behind the pivot decision. Be prepared for potential fundamental changes that the pivot may require. For example, if you shift from targeting B2B to B2C, some team members may no longer be a good fit. You need to be honest with yourself and your team, acknowledging whether the current direction is viable or if a pivot is necessary.
“Pivoting is a humbling process. It requires a real understanding of where your business is heading, and deciding on a potentially drastic course of action. Still, if your startup is radically underperforming or flat-out dead in the water, some kind of pivot may be necessary to stay in business.” – Jay Fuchs
Being a founder is not easy.
In conclusion, a startup pivot is a significant decision that demands serious consideration. It requires considerable time, effort, and honesty. If you find yourself in a situation indicating the need for a pivot, consider the factors discussed in this article.