The Real Reason 70% of Startups Fail. It’s Not What You Think!

Don’t lose the plot

Juicero launched in 2013¹. Juicero was trying to solve the problem of convenience in fresh juice preparation, but in reality it solved a problem that didn’t exist (or at least, not in a way that customers valued).

Juicero was trying to solve the challenges that came with juicing at home:

• Fresh, cold-pressed juice is time consuming and messy to make at home.

• Traditional juicers are bulky, hard to clean, and require prep work (chopping, peeling, etc.).

• People want premium, organic juice at home without the hassle.

Through its value proposition to solve for these pain-points, Juicero raised $120M to create a WiFi-enabled juicer, similar to Nespresso, Juicero sold subscription based juice packs that were pre-filled and a machine starting ranging from $400-$700².

Image by: Juicero

Customers quickly discovered that the juice packs didn’t need the machine to be squeezed, they could just squeeze with their hands². In addition, people who wanted convenience just bought bottled juic…