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Why Familiar Brands Always Win : The Secret Power of the Mere Exposure Effect

  Why Familiar Brands Always Win : The Secret Power of the Mere Exposure Effect  Estimated Read Time :- 7 minutes  Word Count :- 1, 520 words  Have you ever wondered why you suddenly start liking a brand you never paid attention to before — just because you see it everywhere? From billboards to YouTube ads to your Instagram feed, repetition quietly builds trust in your mind. This invisible psychological trigger is called the Mere Exposure Effect — a principle that proves familiarity breeds preference . What Is the Mere Exposure Effect? The mere exposure effect, discovered by psychologist Robert Zajonc in 1968, suggests that people tend to develop a preference for things merely because they are familiar with them. The more we see something, the safer and more likable it feels. It’s a subconscious mechanism rooted in our evolutionary psychology — our brains associate repetition with safety and trust. This is why brands spend millions not just to sell, but to st...
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Reasons for failure of startups

Only Buziness

Reasons  for  failure  of  startups  

Why  Startups Fail? 



Starting a business is a dream for many, but the path to success is fraught with challenges. In India, a booming startup ecosystem has seen remarkable success stories, but also notable failures. Understanding why startups fail can help budding entrepreneurs avoid common pitfalls. This blog will explore the reasons for startup failures across different stages of growth, supported by examples from Indian startups.

1. Ideation Stage:

Many startups fail at the very beginning due to a lack of understanding of market needs. Entrepreneurs often fall in love with their ideas without validating them with potential customers.

Example:

Stayzilla: 



This online homestay booking platform shut down in 2017 despite having a unique idea. The failure stemmed from poor market research, resulting in a mismatch between the product and the target audience. Stayzilla failed to cater to its niche effectively, trying to compete with larger players like OYO and Airbnb.

Lesson: Conduct thorough market research to understand customer needs and pain points before launching.

2. Launch Stage: 

Even with a solid idea, startups can fail if their business model is unsustainable or doesn’t generate revenue.

Example:

Dazo:



A food-tech startup that aimed to deliver curated meals failed due to an unclear business model. Launched in 2015, it couldn't scale effectively because it relied on a small menu and struggled to compete with larger food delivery platforms like Swiggy and Zomato.

Lesson: Validate your business model and ensure it is scalable and profitable in the long run.

3. Early Growth Stage: 

Financial mismanagement and cash flow issues are among the most common reasons for startup failure during the early growth phase.

Example:

Peppertap:



Once a promising grocery delivery startup, Peppertap shut down in 2016. Despite raising significant funding, the company faced mounting operational costs and couldn’t sustain its cash burn rate.

Lesson: Focus on efficient cash flow management and avoid over-reliance on external funding.

4. Expansion Stage: 

Rapid expansion without solid groundwork can be a death sentence for startups.

Example:

Zebpay:



Once India’s leading cryptocurrency exchange, Zebpay shut down its operations in India in 2018 due to regulatory uncertainty. While not directly tied to overexpansion, its focus on scaling operations without addressing legal and compliance issues led to its downfall.

Lesson: Scale cautiously and ensure your foundation is strong before entering new markets.

5. Mature Stage: 

Startups that survive the initial stages may still fail if they lose focus on their core offerings or fail to innovate.

Example:

AskMe: 



A hyperlocal search engine and e-commerce platform shut down in 2016. The company tried to diversify too quickly, stretching its resources thin and losing focus on its primary services.

Lesson: Stay focused on your core competencies and innovate to stay relevant.

6. External Factors:

Sometimes, startups fail due to external factors beyond their control, such as policy changes, economic downturns, or global events.

Example:

VuClip:



A mobile video streaming startup failed to sustain its operations in India due to changing market dynamics and competition from global giants like YouTube and Netflix.

Lesson: Stay adaptable and have contingency plans to deal with external challenges.

                                                                                         Thank you

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