The Challenge of Startup Survival

Entrepreneurial ventures aim to bring novel ideas to life. Despite their brilliance, 90% of these ventures fail to become established companies (Krishna et al., 2016). As they grow, startups face different challenges at each stage of their life cycle. Successfully becoming an established firm is crucial to reducing the risk of failure (Picken, 2017; Rayport, 2022). The most dangerous phase is the “valley of death,” or the transition phase. During this phase, startups must prepare to scale and grow rapidly, often with limited resources (Graham, 2006). Successfully crossing this chasm is essential for a startup to expand operations and grow its customer base.

The Importance of Scaling the Customer Base

Early-stage startups often start with a small user base—typically their lead users. To become an established company, ventures need to scale both the firm and the customer base. Scaling often presents a significant risk, leading many startups to fail. They must address market risks and position themselves correctly (Picken, 2017). Research into strategies to overcome these challenges and the role of trust in this process is ongoing (Welter, 2012). Moreover, understanding the link between trust, entrepreneurship, and marketing practices to expand the customer base remains a key area of study.

Exploring the Role of Trust in Entrepreneurial Success

A qualitative study interviewed 32 experts in entrepreneurship, including founders, investors, professors, and growth leads. This study adds to the literature on the connection between entrepreneurship and trust. It focuses on how startups can acquire and retain customers by engaging in trust-building strategies. The research explores how these strategies can be used to scale the customer base. The study does not focus on any specific industry or geography.

Research Aims and Findings

The research explored the relationship between scaling a growing venture and achieving customer base growth through customer trust. The author theorized that building trust positively impacts customer base scaling during the transition phase. New ventures often face the liability of newness, where trust is crucial. Successful customer base growth is vital for reducing the risk of failure.

A Two-Staged Model for Building and Leveraging Trust

The study tested a two-staged model through expert interviews. In the first stage, new ventures build trust by adopting proven strategies from the literature. These strategies help organizations gain customer trust. In the second stage, ventures leverage this trust to grow their customer base through marketing practices. The author proposed strategies to enhance trust during both stages. This approach helps ventures scale by growing their customer base and successfully navigating the transition phase.

The Critical Role of Trust in Startup Success

The interviews showed that trust is crucial for startup survival. Building relationships with customers before, during, and after purchases is important. The trustworthiness of the founding team also plays a significant role. Being recognized as a domain expert enhances trust in the customer base. Transparent, simple, and consistent communication further builds trust.

Leveraging Trust to Drive Customer Growth

Consistent relationship-building, customer feedback, and focusing on satisfaction are key to leveraging trust. These practices lead to customer base growth and increased word-of-mouth (WOM) promotion. Building and leveraging customer trust positively impacts customer base growth. This approach enhances the survival chances during the transition phase for scaling ventures.

Author: Sylvie Steinegger, Msc