06: How do new ventures survive their first customer?

In every single case of a new venture, there are periods of increased uncertainty and risk of failure (Davidsson and Klofsten, 2003). One of the dilemma’s new ventures encounter is that they have to find the first customer, and to convince the first reference customer to purchase the product or service, although the new venture has had no opportunity to prove that the product or service functions really work (RuokalaineN & Igel, 2004). Another challenge they face, is that once they found that first customer, they have to be aware that this first customer can have a huge impact on their future development..either positive or negative. The insights in my research on new ventures can also be useful for corporate organisations in their pursuit for new customers.

10-01-2020 13:00 - 14:30