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.
Related Insights
Citing Unity's CEO, Adrian Solgaard highlights the "messy middle" of scaling (from 12 to 100 employees). This awkward phase lacks the intimacy of a small startup and the structure of a large corporation, requiring a difficult leadership transition that founders often struggle with.
Founders often try to fix their pricing or model when faced with inconsistent results. However, the real problem is usually a lack of volume. Sporadic outcomes are a symptom of not doing enough outreach. The solution isn't to tweak the model, but to 5x or 10x the promotional activity.
The deadliest startup phase is the 'sapling' stage: post-launch but pre-repeatability (under ~$5M ARR). Unlike the seed stage (planting) or scale stage (tree), this phase requires bespoke, non-scalable help to navigate the maze of finding the right customer and problem before the company withers.
Founders often mistake $1M ARR for product-market fit. The real milestone is proven repeatability: a predictable way to find and win a specific customer profile who reliably renews and expands. This signal of a scalable business model typically emerges closer to the $5M-$10M ARR mark.
When a business flatlines, the critical question isn't which new marketing channel to try. It's whether the founder has the motivation and long-term desire to reignite growth. This "founder activation energy" is a finite resource with a high opportunity cost that must be assessed before choosing a path.
Katera's initial traction trapped them in a "local maxima." The revenue made it emotionally difficult to pivot from their consulting-heavy model, even though they knew it wasn't a scalable software business due to low product engagement.
Having paying customers doesn't automatically mean you have strong product-market fit. The founder warns against this self-deception, describing their early traction as a "partial vacuum"—good enough to survive, but not to thrive. Being "ruthlessly honest" about this gap is critical for making necessary, company-defining pivots.
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.
Success in startups requires nuanced thinking, not absolute rules. For instance, product-market fit isn't a simple 'yes' or 'no' checkbox; it exists on a spectrum. Learning to see these shades of gray in funding, marketing, and product strategy is a hallmark of a mature founder.