Page 6 - Start UpThe new business support programme

But there are other deeper reasons for such high failure rates,

including:

• An inability to build a profitable business model with proven

revenue streams

• Failure to create and communicate value propositions in a

clear, concise and compelling way

• No real differentiation in the market, which means

competing on price

• Emotional pricing – a lack of understanding of pricing

strategy; reacting to gut feel and emotion rather than the

facts

• Not really in touch with customers and a lack of

understanding of the market