Introduction to Stage 4 – Existence
At this stage the business has two core focuses; to gain enough customers to create a profitable business and, at the same time establishing production or product quality. At this stage the organisation is a simple one, the entrepreneur does everything and directly supervises subordinates, who should be of at least average competence. Systems and formal planning are minimal to nonexistent. The company’s strategy is simply to remain alive (Markowska, 2011) which requires the focal competency of tolerance of uncertainty, risk and failure as for example, new opportunities, process risks and cash flow issues present themselves.
Existence Stage Compendium
The Existence stage is often considered to be more getting to the survival stage, focusing on establishing a foothold in the market and ensuring the continuation of the business. However, it can be argued that the process of discovering a valid business idea extends into this stage as the initial concept encounters the realities of the market. The following pointers elucidate the nuanced process of idea validation in the Existence stage, buttressed with academic references and global examples:
- Market Interaction and Feedback Loop:
- Continuous interaction with the market is crucial. Entrepreneurs in this stage should pay keen attention to customer feedback and market responses to refine the business idea and model accordingly. For instance, Airbnb pivoted from a service offering air mattresses to a global platform for unique accommodations based on market feedback (Ries, 2011).
- Financial Sustainability:
- The Existence stage challenges entrepreneurs to achieve financial sustainability. This necessitates a balance between operational costs and revenue generation. For instance, Spotify had to meticulously craft its freemium model to ensure financial viability while growing its user base (Cohan, 2019).
- Competitive Analysis and Positioning:
- Understanding the competitive landscape and aptly positioning the business is indispensable. This entails a thorough analysis of competitors’ strengths, weaknesses, and strategies. For instance, the rise of Slack as a communication platform was in part due to its clear positioning against email and existing communication tools (Lunden, 2019).
- Regulatory Compliance and Ethical Considerations:
- Adhering to regulatory requirements and ethical standards is paramount. Businesses like Uber and Airbnb faced significant regulatory hurdles in various global markets which necessitated a refinement of their business models (Sundararajan, 2016).
- Iterative Learning and Adaptation:
- The Existence stage demands a culture of iterative learning and adaptation. Entrepreneurs should embrace a learning-oriented approach, where failures and challenges are viewed as opportunities for refinement. For example, the Lean Startup methodology emphasizes iterative learning through a build-measure-learn feedback loop (Ries, 2011).
The process of discovering a valid business idea is an ongoing endeavor extending well into the Existence stage. Entrepreneurs need to engage in a constant dialogue with the market, remain financially prudent, understand the competitive landscape, adhere to regulatory frameworks, and foster a culture of iterative learning to ensure the relevance and viability of their business idea.
References:
- Cohan, P. (2019). How Spotify’s ‘Freemium’ Model Helped It To A $29 Billion Valuation. Forbes.
- Lunden, I. (2019). How Slack’s founders turned a failed video game into a multibillion-dollar startup. TechCrunch.
- Ries, E. (2011). The Lean Startup: How Today’s Entrepreneurs Use Continuous Innovation to Create Radically Successful Businesses. Crown Business.
- Sundararajan, A. (2016). The Sharing Economy: The End of Employment and the Rise of Crowd-Based Capitalism. MIT Press.
Entrepreneur Tips
Here are five tips to assist entrepreneurs as they navigate through the Existence stage of their venture:
- Maintain Financial Discipline:
- It’s crucial to keep a tight rein on finances to ensure the business remains viable. Create and adhere to a budget, monitor cash flow meticulously, and be cautious with expenditures. Exploring different revenue streams and maintaining a lean operation can also contribute to financial stability.
- Engage with Customers:
- Customer feedback is invaluable at this stage. Engage with your customers to understand their needs, preferences, and experiences with your products or services. This feedback can inform necessary adjustments to better meet market demand and build a loyal customer base.
- Adapt to Market Realities:
- Be prepared to pivot your business model based on market feedback and changing conditions. Stay attuned to market trends, competitor activities, and any regulatory changes that might impact your business. A willingness to adapt will serve your venture well.
- Focus on Core Competencies:
- Concentrate on what your business does best and what differentiates you from competitors. It may be tempting to diversify, but maintaining a sharp focus on your core competencies can enhance your position in the market and ensure that resources are utilized most effectively.
- Invest in a Supportive Network:
- Building a network of supportive mentors, industry peers, and advisors can provide invaluable insights and guidance. Don’t hesitate to seek advice and learn from the experiences of others who have navigated through this challenging stage.
By maintaining financial discipline, engaging with customers, adapting to market realities, focusing on core competencies, and investing in a supportive network, entrepreneurs can better navigate the challenges inherent in the Existence stage and position their venture for future growth and success.
Further Reading
View the original paper here, and the blogs in this series:
9 Stages of Enterprise Creation: Stage 1 – Discovery
9 Stages of Enterprise Creation: Stage 2 – Modeling
9 Stages of Enterprise Creation: Stage 3 – Startup
9 Stages of Enterprise Creation: Stage 4 – Existence
9 Stages of Enterprise Creation: Stage 5 – Survival
9 Stages of Enterprise Creation: Stage 6 – Discovery
9 Stages of Enterprise Creation: Stage 7 – Adaptation
9 Stages of Enterprise Creation: Stage 8 – Independence
9 Stages of Enterprise Creation: Stage 9 – Exit