Either by co-founders fighting, wasting money, not listening to the market, raising money from bad investors, and a thousand other decisions that they’ll have to make to succeed.
29% will pivot
They’ll move into a completely different market doing something totally unrelated to what they’re doing today. I should know.
10% will get swallowed up
Some big company will come by and acquire them, only to smother their team or dilute the potency of the product.
That leaves 1% to create something meaningful in the market you’re in and act as true competition. The odds are against them (and you – so stay focused).
