Pivot · Marketing

At what point do you realize it is time to pivot?

Shamim Hasan CEO at Xpart Solutions

September 19th, 2016

Got a nice business model with a few friends. We are about to bring it to market but we are worries about the acceptance that we may receive from the market. At what point should we consider doing a pivot?

Ema Chuku Product Developer. Founder @ Ridit

September 19th, 2016

You have not reached market yet and you are worried about pivoting?

Rule #1: Have no fear of market rejection. (If you did your research before launching then you shouldn't have this problem).

Rule #2: Accept and embrace risk. If worries are your worries and problem, then quit now while you can.

Rule #3: Get in the market already. Tou will know when times comes for pivoting. Hint: set your periodic goals, and if you kept missing then then it's time to pivot.


Ismail Berkan Lean Innovation Consultant | Digital Strategy & Transformation Advisor | Startup Mentor & Coach

September 20th, 2016

@Shamim
1) What do you really mean by the "bring it to market"? Do you mean the "mainstream" market?
2) How was your initial validation process and result so far considering your target early adopters?
3) What is the one single vanity metric that would kill your startup at early stage (before product-market fit) and would force you to pivot?
If you don't have clear answers to these questions you probably doing something wrong and need to work on your lean startup skills.

Rob G

September 19th, 2016

what sort of acceptance did you get from the market before you started designing and building the product?  why would that level of acceptance change between then and now - has the market changed?  

David M

September 19th, 2016

Come on. A business model is important. He is clearly concerned about his product and his marketing, hence his asking the question.  Try providing some valuable support Shams.

David M

September 19th, 2016

I agree with Rob.  Can you provide more information as well?

Shel Horowitz I help organizations thrive by building social transformation into your products, your services, and your marketing

September 20th, 2016

Shamim,

We might be able to give more specific advice if you actually told us the situation. Your query is very vague. Don't be afraid to share--nobody's going to steal your idea, because they'd need the several years of development you've put in. You don't have to give us a blueprint, but you'll get much better advice if we at least know what the industry and product are.

Rod Abbamonte Co Founder at STARTREK / @startupHunter / @startupWay / @CoFounderFound / @GOcapital / @startupClub / @lastminute

September 20th, 2016

When the result that you was looking for did not come after all kind of effort.

Anila Arthanari Cofounder & CTO at Iris PR Software

September 20th, 2016

Answering your question head-on, you would consider a pivot if the product you have is of no value or does not solve your target market problem.  With that point, I agree with other contributors on this forum.  If you have validated the problem you are solving prior to the launch, chances are that you wont be "highly" surprised.  But realistically, there are always surprises and aha-moments when the product hits the floor and you have live customers with live data using your product.  Problems should be anticipated and iterations on your product should be welcomed.  Despite it all, if you're product activation and engagement metrics are not where it needs to be, then you should consider a pivot.

But you are entering a learning phase here, prepare your team to be vigilant about product metrics and embrace the insight you will get from your customers.  Who knows the next pivot you do (if any) might be highly successful.  Check out stories of famous pivots here: http://www.businessinsider.com/most-successful-pivots-2011-4

Brandi Suttles

September 20th, 2016

From the information you provided it seems a little early for a pivot. Why are you worried about market acceptance? Is this concern the result of market testing or your team's concerns. If your biz model seems viable then market test the product and to help determine the proper course of action.