It’s a known statement, only one in ten start-ups are successful and success rate of over all business is only about 50% in first two years. In another interesting blog in failory on similar topic states 56% of companies fail due to wrong consumer to product mix or marketing related problems.

I decided to validate this with my own experience of using products and services created from start-ups. In the same week I purchased two products from two new start-ups by discovering them on Instagram.

I would say their acquisition strategy worked well, as they found the right audience for their product, completely matching to their potential target. Both the products asked me exactly for similar information while purchasing which is my contact details. I gladly gave as I was vested into the purchase.Well, about data privacy, we will discuss on another day.

Purchase to delivery experience again was pretty similar. I received tracking details followed by on time delivery.

Both the brands welcomed me with a mail giving me direction on product usage and storage. All good so far. Then in couple of weeks, from one brand I kept receiving generic communication about their products / hard selling me some more, followed by discount coupons, followed by sale.

From the second brand I started receiving notes on how I should be using the product, storage, shelf life, asking for my experience with the product and interaction, shared more trivia on product I had purchased and a note from the Founder asking me for my opinion.They kept me engrossed through the product journey, hence I kept getting more and more involved with the brand including participating in their Instagram challenges. Of course I am waiting for my turn to win some day!!

The judgement day came, when it was time to re-purchase my refills. While both products were great but without any hesitation I paid, for another month of supplies for the second product while I saw no reason for me to rush to purchase the first one.They continue to send me offer mails but I don’t find that as compelling enough reason to buy again.

I went a step further to check if one has more funding or resources.I was pleasantly surprised to find both were boot strapped funded and the founders for both were digital marketers prior to founding the company.

To summarise, I evaluated their health check parameters for a good customer engagement

While both brands would have spent equal amount of money to acquire me, life time value for brand 2 is already twice that of brand 1 with my one month additional purchase.

A new brand wowed me with their experience and converted me into their brand advocate in no time and at a sub conscious level became my first choice. I wish both the brands success, however, I would say brand two has definitive 50% better chance to succeed as they have got their customer engagement right.

Happy to hear your views, reach me on vani@consoulsolutiom.com