Shaping product advantage: How early-stage B2B SaaS startups can increase their product launch success by taking a customer- and competitive centred approach

Eleven out of twelve startups still fail (Startup Genome, 2019). Even though startups are a growing breed of companies. From 2016 to 2018, startups created $2.8 trillion in value, which is more than the annual GDP of the United Kingdom. In the same period, growth was at 20,6% increase from the preceding periods. Even though startups are growing...