Have to Know Your Startup Idea is Lousy

“We quit our jobs and started this company, and we would like your help,” said the entrepreneur and his partner. They are not recent college graduates. They are both intelligent, well-educated, and about 40 years of age. They are married with kids, which includes houses, cars, and future education expenses. They left high-paying jobs to start their own company. They are serious, and I took them seriously. 

1. Red Flags to Watch

I asked them to tell me about the company. They explained the market need and their proposed solution. Then I wondered where they came up with this idea. The idea for the company came from a bad personal experience with home services. This was a red flag for me. Neither of these entrepreneurs had any experience in the market they intended to serve. Neither of them had any experience in the sales channel they would sell through. The company management requirements did not match anything they had done in business in the past. They just had a lousy consumer buying experience. Yikes! 

2. Ideas and Destiny

“I need to know something. Why you and why this idea right now?” I asked. One of the future success factors I look for in a startup is the destiny idea. If this company is their destiny, then there is no question in my mind that they will stick with it—no matter the intensity of the trials and tribulations encountered while building the company, they will never abandon it. The destiny idea is the intersection between the theory and their life experiences. 

3. The Critical Question

Based on their personal and business experiences, does this idea make sense right here, right now for them? When it does, the founders convince me why the idea is crucial for them to solve. It makes so much sense; they are overwhelmingly compelled. It is obvious to them and apparent to me that they have to start this company. The founders and the idea fit hand in glove.“We see an opportunity to build a company,” said one of the founders. 

4. Good Reasons Are Not Enough

“I get it, but why this company?” I asked again.“We want to work together. We know and trust each other. We worked well together in the past, and both want to start and build a company. As we discussed starting a company, we realized we shared this dream,” he explained. His partner nodded in agreement.“So the problem you intend to solve in building this company isn’t that important to you? Your reason for starting a company is not to serve a market or solve a big problem but to start a company. Is that right?”I pressed on, “Are you willing to dedicate your lives for the next ten years to solve this problem? Are you ready to risk everything you have to serve this market?”That’s when I got blank looks. They were stunned by the harshness of these questions. And they should’ve been shocked. This is the reality of a startup for two founders at their stage in life. 

5. Next time

“Are you trying to talk us out of this, or are you here to help us?” one of them asked.“Based on what I’ve heard, I am trying to help you by talking you out of this,” I said. I have to hand it to these two founders. They kept the conversation civil despite my attacks. They showed me a level of maturity that serves them well. I left thinking this may not be the idea, but these are two outstanding founders. They left steady paychecks. They are committed to their new occupation. They are becoming entrepreneurs. I’ll be ready to back them when they finally discover their destiny.