0
STARTUP
FAILURE
IS NOT WHAT
YOU THINK
Sergey L. Sundukovskiy, Ph.D.
Sergey L. Sundukovskiy
Co-Founder, CTO & Chief Product Officer
Companies: PushPoint, Cinsay, LowerMyBills, DIRECTV,
CBW
In...
SERIAL
FAILURE
The Story of
One Dissertation
FAILURE
“A person
who never
made a
mistake
never tried
anything
new.”
-Albert Einstein
WHAT IS
FAILURE?
Failing Does Not
Equal Losing
FailingDoesNot
EqualLosing
You Did Not Lose
Unless You
Learned Nothing
WHAT IS
FAILURE?
YouDidNotLose
UnlessYou
LearnedNothing
We Do Not Have Failures
We Have “Learn a Lots”
WHAT IS
FAILURE?
FAILURE
TYPES
Complete Failure
Company Folded
CompleteFailure
CompanyFolded
Partial Failure
Company Acquired,
Merged, etc.
FAILURE
TYPES
PartialFailure
CompanyAcquired,
Incorporated,etc.
Failure on the
Way to Success
Lose the Battles Win the War
FAILURE
TYPES
WHY IS
FAILURE
IMPORTANT?
Complete Failure
Fills Ecosystem
with Experience
Partial Failure
Allows for Second Life
CompleteFailure
FillsEcosystem
withExperience
WHY IS
FAILURE
IMPORTANT?
Failure of the Way
to Success
Completes Success Cycle
(Failure -> Learning -> Success)
PartialFailure
AllowsforSecondLife
...
FAILURE
DONE WRONG
What Happens
When Failure is
Not Accepted
Japan Recession of the 90’s
Companies Would Not Downsize
Banks Would Not Foreclose
Government Would Bailout Banks
WhatHapp...
WHAT DO
STARTUPS
AND GOLF
HAVE IN
COMMON?
• Constant Failure
• Must Have Right Tools
• Impossible To Get Lucky
• All About...
Micro-Pivots After
Many Failures In…
ROAD TO
SUCCESS
ROAD TO
SUCCESS
Product
Development
Product
Development
Product
Marketing
ROAD TO
SUCCESS
Customer
Acquisition
Product
Marketing
ROAD TO
SUCCESS
Business
Model
Customer
Acquisition
ROAD TO
SUCCESS
PERFECT
FAILURE
What Does Failure Look Like?
• No Addressable Problem
• No Market
• No Effective Team
• No Customers
• No ...
REASONS
FOR FAILURE
Why is Failure
So Common?
Failing is
SO HOT
right now!
REMARKABLE
SIMILARITY
Beginning of the
Startup Journey
End of the
Startup Journey
Beginningofthe
StartupJourney
WOAH…
Deja Vu!
REMARKABLE
SIMILARITY
BUILDING
A STARTUP
Building a Startup Is
An Exercise In Un-Failure
UN-FAILURE
STRATEGIES
• Too Many Steps To Get There
Wrong Way To Fail
(Tail of Two Extremes)
• Hole in One
• Give Up Too E...
GIVING UP
TOO SOON
Diving Lesson
KEEP
GOING!
• Have Big Targets To Hit (Tracers)
Right Way To Fail
• Un-Fail Most Important Things First
• Change Strategy at the Right...
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Startup Failure Is Not What You Think

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This presentation explores new ways of looking at failure in Startups. Specifically concept of "unfail" or "unfailure" is presented and explained. Lean Startup elements are connected with a failure scenarios and lessons learned

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Transcript of "Startup Failure Is Not What You Think"

  1. 1. STARTUP FAILURE IS NOT WHAT YOU THINK Sergey L. Sundukovskiy, Ph.D.
  2. 2. Sergey L. Sundukovskiy Co-Founder, CTO & Chief Product Officer Companies: PushPoint, Cinsay, LowerMyBills, DIRECTV, CBW Interests: Entrepreneur, Speaker, Mentor, Advisor Education: BA CS, MS IT, PH.D. Business Sergey L. Sundukovskiy, Ph.D. has over 20 years of experience serving in capacities of Chief Technology Officer, Chief Information Officer and Chief Product Officer. Sergey specializes in implementation of subscription based high volume SaaS platforms, with strong emphasis on early stage product development and market deployment. Specific areas of expertise include A/B Testing, Big Data, Video Management, eCommerce, RTB platforms and Cloud Computing. Education: B.A. in Computer Science from the University of California, San Diego, and an M.S. in Information Technology from the University of Liverpool. Ph.D. in Information Technology Management from the School of Business and Technology, Capella University. INTRODUCTION BACKGROUND &
  3. 3. SERIAL FAILURE The Story of One Dissertation
  4. 4. FAILURE “A person who never made a mistake never tried anything new.” -Albert Einstein
  5. 5. WHAT IS FAILURE? Failing Does Not Equal Losing
  6. 6. FailingDoesNot EqualLosing You Did Not Lose Unless You Learned Nothing WHAT IS FAILURE?
  7. 7. YouDidNotLose UnlessYou LearnedNothing We Do Not Have Failures We Have “Learn a Lots” WHAT IS FAILURE?
  8. 8. FAILURE TYPES Complete Failure Company Folded
  9. 9. CompleteFailure CompanyFolded Partial Failure Company Acquired, Merged, etc. FAILURE TYPES
  10. 10. PartialFailure CompanyAcquired, Incorporated,etc. Failure on the Way to Success Lose the Battles Win the War FAILURE TYPES
  11. 11. WHY IS FAILURE IMPORTANT? Complete Failure Fills Ecosystem with Experience
  12. 12. Partial Failure Allows for Second Life CompleteFailure FillsEcosystem withExperience WHY IS FAILURE IMPORTANT?
  13. 13. Failure of the Way to Success Completes Success Cycle (Failure -> Learning -> Success) PartialFailure AllowsforSecondLife WHY IS FAILURE IMPORTANT?
  14. 14. FAILURE DONE WRONG What Happens When Failure is Not Accepted
  15. 15. Japan Recession of the 90’s Companies Would Not Downsize Banks Would Not Foreclose Government Would Bailout Banks WhatHappens WhenFailureis NotAccepted FAILURE DONE WRONG
  16. 16. WHAT DO STARTUPS AND GOLF HAVE IN COMMON? • Constant Failure • Must Have Right Tools • Impossible To Get Lucky • All About The Team • All About Execution • It Is All About Micro-Pivots
  17. 17. Micro-Pivots After Many Failures In… ROAD TO SUCCESS
  18. 18. ROAD TO SUCCESS Product Development
  19. 19. Product Development Product Marketing ROAD TO SUCCESS
  20. 20. Customer Acquisition Product Marketing ROAD TO SUCCESS
  21. 21. Business Model Customer Acquisition ROAD TO SUCCESS
  22. 22. PERFECT FAILURE What Does Failure Look Like? • No Addressable Problem • No Market • No Effective Team • No Customers • No Product • No Product Positioning • No Money
  23. 23. REASONS FOR FAILURE Why is Failure So Common? Failing is SO HOT right now!
  24. 24. REMARKABLE SIMILARITY Beginning of the Startup Journey
  25. 25. End of the Startup Journey Beginningofthe StartupJourney WOAH… Deja Vu! REMARKABLE SIMILARITY
  26. 26. BUILDING A STARTUP Building a Startup Is An Exercise In Un-Failure
  27. 27. UN-FAILURE STRATEGIES • Too Many Steps To Get There Wrong Way To Fail (Tail of Two Extremes) • Hole in One • Give Up Too Early
  28. 28. GIVING UP TOO SOON Diving Lesson KEEP GOING!
  29. 29. • Have Big Targets To Hit (Tracers) Right Way To Fail • Un-Fail Most Important Things First • Change Strategy at the Right Time • Good Return on Luck • Do Not Need to Outrun the Shark, Just Your Buddy UN-FAILURE STRATEGIES
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