This is a guest post from “Hurricane Melanie” Moore, co-founder of Elizabeth & Clarke, a stealth fashion/tech startup in New York. This is a post-mortem on Ms. Moore’s first startup, the high fashion deal site ToVieFor, which was part of the first TechStars class in New York.
As you all know by now, the grim reaper has paid ToVieFor a visit. Sad face. I want to talk a little about the root cause of the closure, in the hopes that others who might be starting a new business do not make the same mistake. Also, some broader industry thoughts below–as I’m sure no one wants to hear me keep yapping about my failed startup for weeks on end.
The reason ToVieFor failed is the same reason almost all businesses fail: we did not build something that people wanted. I know it sounds like a *facepalm* moment, but following the steps of the Lean Startup method in order to discover what people want is so easily said, but so hard to actually do. Read More