A seemingly ideal B2C partnership with DoorDash failed due to a poor customer profile (frugal drivers, high urgency). This failure was the catalyst for pivoting to B2B fleets, which dramatically increased their average order value from $800 to $4,000 and improved operational efficiency.

The coaching software market primarily serves individual 'prosumers.' While there are multi-coach practices, they are not numerous enough or willing to pay exponentially more to constitute a true enterprise segment. This structural limitation makes it a difficult space for VC-backed companies who rely on expansion revenue and high ACV to justify valuations.

Founders who've built a product but aren't seeing traction should stop focusing on the product. Instead, they must leverage their market knowledge to find the real customer demand, even if it means scrapping prior work. This pivot can unlock massive growth, as seen with a startup that went 0 to $34M ARR.

To scale revenue quickly, avoid low-price/high-volume 'rabbits' and high-price/low-volume 'elephants'. A mid-market 'deer' strategy, centered on a ~$10,000 transaction, provides the optimal balance of deal size, sales cycle length, and customer volume for rapid growth.

Pivoting isn't just for failing startups; it's a requirement for massive success. Ambitious companies often face 're-founding moments' when their initial product, even if successful, proves insufficient for market-defining scale. This may require risky moves, like competing against your own customers.

Founders often struggle most when a startup has some revenue but isn't scaling predictably. This ambiguity makes the decision to pivot from a partially working model much harder and more painful than starting from a blank slate.

The founder's uni importing business was profitable, but he discovered seafood distribution has even lower margins (3-5%) and requires massive scale to be viable. He pivoted to a restaurant model, which offered a clearer, albeit more complex, path to significant growth and a potential exit.

While scaling a proven system is usually the right move, there's an exception. If a new customer segment offers exponentially higher order values for the same fulfillment effort, the potential leverage justifies risking a new acquisition channel.

When Fal was debating its pivot, their investor Todd Jackson asked which idea would get to $1M ARR faster versus $10M ARR faster. This framework forced them to evaluate not just immediate traction but long-term market size and velocity. It provided the clarity needed to abandon a working product for one with a much higher ceiling.