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Entrepreneurs – Don’t Shy Away from Change

Change is a Process

With ever-changing market dynamics, it is only the agile who will survive. Most start-ups that I have known or read about had to change the entire business plan at least once before they could hit on a winner … if at all. So hanging onto an idea may be as painful as letting it go.

When I set up my own business in office interior fit-out a few years ago, I never for a moment felt that it may not work out. The realty sector was the sunrise industry then and demand for office space was growing exponentially. Multinational companies were opening shop and looking for quality work and willing to pay top dollar. It couldn’t get any better.

But as time went by reality turned out to be very different. With competition being intense, one had to plumb new depths in terms of price and accept unrealistic timelines, both of which seriously impacted the bottom-line. Quality was only a term that competition bandied around, with no intention of adhering to any standards. Under these circumstances the entire business plan had to be reworked. Eventually I decided to do work with only high-end projects, mostly with HNI’s, for superior structural woodwork and tensile structures. From interiors I moved to exterior work. The market was limited and demand was not high for the products that I dealt in, but atleast I could do business that made some sense.

Ofcourse this also got wiped out with the recession that hit us in 2007. Realty was the biggest casualty and demand completely dried up. This was one eventuality that I had not planned for. A lesson learned … definitely. Next time I will think of a business that is also recession-proof …. like a grocery store! After all a man has to eat!

Most new entrepreneurs stop thinking like a businessman and continue pursuing their dream of building a business for something that is very close to their heart, irrespective of continued challenges in getting customer acceptance. An astute businessman would always have a Plan B ready, in case of such an eventuality. For him it is more important to keep the revenue stream flowing, whichever way it may be, as his livelihood depended on it. This is critical to ensure longevity of the business, which in turn could ensure achieving one’s dreams.

Think of alternatives that could help you to acquire customers and keep the revenues flowing in and in the meanwhile continue fine tuning your idea or product, until you have customer acceptance. When you actually have a marketable product, you would also have a good customer base to test it out and create your first set of reference customers for the product.

As I keep repeating, ideas are great only if they have paying customers. If the idea has to be revisited to ensure a paying customer then the entrepreneur has to do everything to ensure that his product or idea conforms to customer requirements and fulfils something that the customer is looking for. You have to constantly endeavour to create the need for your product and make sure your business sustains the ever-changing market and customer needs.

Do you think entrepreneurs often face the issue of changing their model according to the need? Why do entrepreneurs fail to think like businessmen? Look forward to your comment below.

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The author, Srikanth Vasuraj, is a Business Consultant focused on helping start-ups to grow. He can be reached at +91-98454 78585 or Please visit for more information.

Srikanth has worked with, Dubai, Sigma Interior, Bangalore (providing office and residence interior fit-out services), Appnomic Systems(developed their Sales and Marketing teams)Simbus Technologies,(helped them in their Go-to-market, sales and marketing strategies)

Srikanth is also a mentor and advisor to HealthMacro Technologies, Bangalore and Screen Magic Mobile Media, Pune

Past articles by Srikanth: Click here.



Srikanth’s Advisor Profile can be found here. To contact Srikanth on issues related to Sales, Go-to-Market Strategy and Product-Market Fit, please signup on FounderMates as an entrepreneur here

Article Name
Entrepreneurs - Don't Shy Away from Change
Most entrepreneurs I have known or read about had to change the entire business plan at least once before they could hit on a winner.