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B2B startups have a particular challenge in that they are asking their customers to take a chance on the product and the company. If a customer buys a startupβs product, invests in setting it up and training their employees on it, and then the company disappears in a year because they ran out of money or pivoted, then the customer is up a creek, and that purchasing manager has some explaining to do to his or her boss. The product has to be really compelling for the buyer to take that chance. It is often not enough that it has better features than existing products or that it saves the customer 10%-20% on their costs.