90% of startups fail before writing their first line of code
This statistic is not an exaggeration. It's the brutal reality of the startup world. But contrary to what many think, these failures are not due to complex technical problems or lack of funding.
The real reason? Most entrepreneurs don't ask the right questions at the right time.
"A problem well stated is a problem half solved." - Charles Kettering
Take Airbnb as an example. Brian Chesky and Joe Gebbia didn't start by developing a revolutionary technology platform. They first asked the right questions, tested their hypotheses, and gradually built their empire.
Question #1: What problem are you really solving?
This is the most important question and yet the most neglected. Too many entrepreneurs fall in love with their solution before even understanding the problem it's supposed to solve.
The classic mistake
Most startups begin with:
- "I have a brilliant idea for an app"
- "Nobody has ever done this before"
- "This will revolutionize the market"
The right approach
Successful startups begin with:
- "I've observed this recurring problem"
- "People lose time/money because of this"
- "Here's how I can measure the impact"
Concrete example: Airbnb
❌ Poor formulation: "We're going to create a peer-to-peer rental platform"
✅ Good formulation: "Travelers want to live like locals and save money, but hotels are impersonal and expensive"
Question #2: Is your solution 10x better?
In a world saturated with applications and services, being "a little better" is no longer enough. Your solution must be 10 times better than existing solutions on at least one critical dimension.
The 4 dimensions of "10x better"
- Speed: Divide the required time by 10
- Cost: Divide the price by 10
- Simplicity: Eliminate 90% of the steps
- Accessibility: Make possible what was impossible
Practical test
Complete this sentence: "Our solution is 10x better because it allows _______ in _______ instead of _______."
If you can't complete it convincingly, you may have a differentiation problem.
Question #3: Have you tested without developing?
Here's the secret of successful startups: they test before developing, not the other way around.
Testing methods without code
Landing Page
Create a page describing your solution and measure real interest. If nobody signs up for your waiting list, that's a warning sign.
Paper Prototype
Draw your interface on paper and test it with users. You'll discover 80% of UX problems before writing a line of code.
The "Wizard of Oz"
Offer your service by doing everything manually behind the scenes. Airbnb started this way: they took photos themselves and managed bookings by hand.
Airbnb's story
Before developing their platform, Brian and Joe:
- Created a basic website with photos taken with their own camera
- Tested with just 3 air mattresses in their apartment
- Managed all bookings manually
- Validated the concept before investing in technology
Question #4: How will your customers discover you?
Building a great product isn't enough. Without a distribution strategy, your startup will join the millions of invisible apps on the stores.
"If you build a great product, customers won't automatically come." - Marc Andreessen
The 4 distribution strategies that work
1. Word of mouth
Create a product so good that people talk about it naturally. This often requires starting with a very specific segment.
2. Partnerships
Integrate into the existing ecosystem rather than fighting it. Airbnb integrated with Craigslist early on.
3. Content
Become the reference in your domain by creating useful content. Your customers will come looking for you.
4. Community
Create a movement around your vision. Customers become ambassadors.
Reality check
Can you precisely name:
- The first 3 places where you'll find your customers?
- The exact message you'll use?
- The budget needed to acquire your first 100 customers?
Question #5: Can your team execute?
The perfect idea with the wrong team will fail. The imperfect idea with the right team will succeed.
The 4 critical skills
Vision: Someone who sees the future and inspires others
Execution: Someone who gets things done and doesn't make excuses
Technical: Someone who understands what's feasible and how
Business: Someone who knows how to generate revenue
Honest self-assessment
For each skill, rate your team from 1 to 10:
- Score < 6: Recruit someone or find a partner
- Score 6-8: Train quickly
- Score > 8: You have a competitive advantage
The 3-step action plan
Step 1: Answer the 5 questions above honestly
Step 2: Identify your 3 main weaknesses
Step 3: Dedicate 80% of your time to fixing them
Important reminder
It's better to spend 6 months validating your idea than 2 years developing a product nobody wants.
What now?
These questions may seem simple, but answering them honestly takes courage. Most entrepreneurs prefer to take refuge in development rather than face these realities.
But those who take the time to properly define the problem before building the solution are among the 10% who succeed.
Will your startup be in this category?