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Expect (and prepare for) the unexpected
The best part of startup company is that there are no said rules, no procedures no written policies one way it looks good as you can create but on other hand it also ensures that anything can happen at any given point of time before you stabilize you company and create the rules, KRA’s and procedures.
Lets look at what all possibilities you need to expect and be prepared for it, these areas are more vulnerable which will give you unexpected results, directions and changes.
Team, lets say you start with you being the marketing and sales and you call yourself CEO and your founding partner is technology geek and he is CTO, things are good and you both are progressing well then expect the unexpected, the CTO is pressurized at his home to leave and take up job due to own problems which were not expected to happen.
Lets look at other aspect you core developer who was under paid with a promise of making him CTO decides to leave and take up better paying job so there are no rules which will help you in stopping him so this un expected can bring things to halt.
The other parameter is pricing dynamics, the services your customers were paying are getting the same services at way beyond prices from your competitor or new entrant and there is shift in customer behavior. You cannot react to this kind of situation, as lowering prices will ensure you will burn out fast, but at same time you need to lower to counter the competition.
The core of your business product or service what was being accepted will in market has suddenly changed altogether to another product which is just little different has ensured suddenly the change in customers retention.
The above are few but crucial where in you need to expect the un expected if you are founder of startup