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STARTUP
FAILURE
IS NOT WHAT
YOU THINK
Sergey L. Sundukovskiy, Ph.D.
Sergey L. Sundukovskiy
Co-Founder, CTO & Chief Product Officer
Companies: PushPoint, Cinsay, LowerMyBills, DIRECTV,
CBW
Interests: Entrepreneur, Speaker, Mentor, Advisor
Education: BA CS, MS IT, PH.D. Business
Sergey L. Sundukovskiy, Ph.D. has over 20 years of experience
serving in capacities of Chief Technology Officer, Chief Information
Officer and Chief Product Officer. Sergey specializes in
implementation of subscription based high volume SaaS platforms,
with strong emphasis on early stage product development and
market deployment. Specific areas of expertise include A/B Testing,
Big Data, Video Management, eCommerce, RTB platforms and
Cloud Computing. Education: B.A. in Computer Science from the
University of California, San Diego, and an M.S. in Information
Technology from the University of Liverpool. Ph.D. in Information
Technology Management from the School of Business and
Technology, Capella University.
INTRODUCTION
BACKGROUND &
SERIAL
FAILURE
The Story of
One Dissertation
FAILURE
“A person
who never
made a
mistake
never tried
anything
new.”
-Albert Einstein
WHAT IS
FAILURE?
Failing Does Not
Equal Losing
FailingDoesNot
EqualLosing
You Did Not Lose
Unless You
Learned Nothing
WHAT IS
FAILURE?
YouDidNotLose
UnlessYou
LearnedNothing
We Do Not Have Failures
We Have “Learn a Lots”
WHAT IS
FAILURE?
FAILURE
TYPES
Complete Failure
Company Folded
CompleteFailure
CompanyFolded
Partial Failure
Company Acquired,
Merged, etc.
FAILURE
TYPES
PartialFailure
CompanyAcquired,
Incorporated,etc.
Failure on the
Way to Success
Lose the Battles Win the War
FAILURE
TYPES
WHY IS
FAILURE
IMPORTANT?
Complete Failure
Fills Ecosystem
with Experience
Partial Failure
Allows for Second Life
CompleteFailure
FillsEcosystem
withExperience
WHY IS
FAILURE
IMPORTANT?
Failure of the Way
to Success
Completes Success Cycle
(Failure -> Learning -> Success)
PartialFailure
AllowsforSecondLife
WHY IS
FAILURE
IMPORTANT?
FAILURE
DONE WRONG
What Happens
When Failure is
Not Accepted
Japan Recession of the 90’s
Companies Would Not Downsize
Banks Would Not Foreclose
Government Would Bailout Banks
WhatHappens
WhenFailureis
NotAccepted
FAILURE
DONE WRONG
WHAT DO
STARTUPS
AND GOLF
HAVE IN
COMMON?
• Constant Failure
• Must Have Right Tools
• Impossible To Get Lucky
• All About The Team
• All About Execution
• It Is All About Micro-Pivots
Micro-Pivots After
Many Failures In…
ROAD TO
SUCCESS
ROAD TO
SUCCESS
Product
Development
Product
Development
Product
Marketing
ROAD TO
SUCCESS
Customer
Acquisition
Product
Marketing
ROAD TO
SUCCESS
Business
Model
Customer
Acquisition
ROAD TO
SUCCESS
PERFECT
FAILURE
What Does Failure Look Like?
• No Addressable Problem
• No Market
• No Effective Team
• No Customers
• No Product
• No Product Positioning
• No Money
REASONS
FOR FAILURE
Why is Failure
So Common?
Failing is
SO HOT
right now!
REMARKABLE
SIMILARITY
Beginning of the
Startup Journey
End of the
Startup Journey
Beginningofthe
StartupJourney
WOAH…
Deja Vu!
REMARKABLE
SIMILARITY
BUILDING
A STARTUP
Building a Startup Is
An Exercise In Un-Failure
UN-FAILURE
STRATEGIES
• Too Many Steps To Get There
Wrong Way To Fail
(Tail of Two Extremes)
• Hole in One
• Give Up Too Early
GIVING UP
TOO SOON
Diving Lesson
KEEP
GOING!
• Have Big Targets To Hit (Tracers)
Right Way To Fail
• Un-Fail Most Important Things First
• Change Strategy at the Right Time
• Good Return on Luck
• Do Not Need to Outrun the Shark,
Just Your Buddy
UN-FAILURE
STRATEGIES

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