10 Ways for Startups to Survive the Valley of Death


The “valley of death” is a common term in the startup world, referring to the difficulty of covering the negative cash flow in the early stages of a startup, before their new product or service is bringing in revenue from real customers.  I often get asked about the real alternatives to bridge this valley, and there are some good options I will outline here.



According to a Gompers and Lerner study, the challenge is very real, with 90% of new ventures that don’t attract investors failing within the first 3 years.  The problem is that professional investors (angels and venture capitalists) want a proven, ready to scale business model before they invest, rather than more risky research and development efforts.

My first advice for new entrepreneurs is to pick a domain that doesn’t have sky-high up-front development costs, like online websites and smartphone apps.  Leave the world of new computer chips and new drugs to the big companies, and people with deep pockets.  For the rest of us, the following suggestions will help you survive the valley of death.

  1. Accumulate some resources before you start.  It always reduces risk to plan for your business beforehand.  That includes estimating the money required to get to the revenue stage, and saving money to cover costs before you jump off the cliff.  Self-funding or bootstrapping is still the most common and safest approach for startups.
  2. Keep your day job until revenue starts to flow.  A common alternative is to work on your startup on nights and weekends, surviving the valley of death via another job, or the support of a working spouse.  Of course, we all realize that this approach will take longer, and could jeopardize both roles if not managed effectively.  Set expectations accordingly.
  3. Solicit funds from friends and family.  After bootstrapping, friends and family are the most common funding sources for early-stage startups.  As a rule of thumb, it is a required step anyway, since outside investors will not normally consider providing any funding until they see “skin in the game” from inside.
  4. Use crowd funding.  The hottest new way of funding startups is to use online sites, like Kickstarter, to request donations, pre-order, get a reward or even give equity (coming soon).  If your offering is exciting enough, you may accumulate millions through the small amounts given by other people on the Internet to help you fly high over the valley of death.
  5. Apply for contests and business grants.  This source is a major focus these days, due to government initiatives to incent research and development on alternative energy and other technologies.  The positives are that you give up no equity and these apply to the early startup stages.  The negatives are that they do take time and much effort to win.
  6. Get a loan or line-of-credit.  This is only a viable alternative if you have personal assets or a home you are willing to commit as collateral to back the loan or credit card.  In general, banks won’t give you a loan until the business is cash flow positive, no matter what the future potential.  Nevertheless, it’s an option that doesn’t cost you equity.
  7. Join a startup incubator.  A startup incubator is a company, university or other organization that provides resources for equity to nurture young companies, helping them to survive and grow during the startup period when they are most vulnerable.  These resources often include a cash investment, as well as office space and consulting.
  8. Barter your services for their services.  Bartering technically means exchanging goods or services as a substitute for money.  An example would be getting free office space by agreeing to be the property manager for the owner.  Exchanging your services for other services is possible with legal counsel, accountants, engineers and even salespeople
  9. Joint venture with distributor or beneficiary.  A related or strategically interested company may see the value of your product as complementary to their own and be willing to advance funding very early, which can be repaid when you develop your revenue stream later.  Consider licensing your product or intellectual property, and “white labeling.”
  10. Commit to a major customer.  Find a customer who would benefit greatly from getting your product first and be willing to advance you the cost of development, based on their experience with you in the past.  The advantage to the customer is that he will have enough control to make sure it meets his requirements, and will get dedicated support.

The good news is that the cost for new startups is at an all-time low.  In the early days (20 years ago), most new e-commerce sites cost a million dollars to set-up.  Now the price is closer to $100, if you are willing to do the work yourself.  Software apps that once required a 10-person team can now be done with the Lean Development methodology, by 2 people in a couple of months.

The bad news is that the valley’s depth before real revenue, considering the high costs of marketing, manufacturing and sales, can still add up to $500K, on up to $1 million or more, before you will be attractive to angel investors or venture capitalists.

In reality, the financing valley of death tests the commitment, determination and problem-solving ability of every entrepreneur.  It’s the time when you create tremendous value out of nothing.  It’s what separates the true entrepreneurs from the wannabes.  Yet, in many ways, this starting period is the most satisfying time you will ever have as an entrepreneur.  Are you ready to start?

Reprinted by permission.

About the author: Martin Zwilling

Martin is the CEO & Founder of Startup Professionals, Inc., a consultancy focused on assisting entrepreneurs with mentoring, business strategy and planning, and networking.

Martin for years has provided entrepreneurs with first-hand advice, mentoring and business plan assistance as a startup consultant. He has a unique combination of business and high-tech experience, and executive mentoring and connecting startups with potential investors, board members, and service providers.

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