HBR On Strategy How Startups Can Turn Failure into Success
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Sep 25, 2024 
In this engaging discussion, Ayelet Israeli, a Harvard Business School professor focused on e-commerce, joins Kalam Dennis, co-founder of AptDeco, a furniture marketplace. They dive into how startups can transform failures into stepping stones for success. Dennis shares valuable insights from AptDeco’s journey, emphasizing the importance of understanding customer needs and leveraging data analytics. They also discuss shifting priorities from growth to profitability and learning from past expansion setbacks, showcasing innovative approaches to scaling in today's competitive market.
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AptDeco's Origin Story
- AptDeco's genesis comes from co-founder Kalam Dennis's and his partner Reham Fagiri's frustrating experiences selling used furniture.
- Fagiri had awkward encounters with strangers while selling furniture, and Dennis found buyers unreliable when using Craigslist.
Circular Economy & Platforms
- "Circular economy" rebrands buying used or vintage items, emphasizing sustainability.
- AptDeco facilitates interactions between furniture sellers and buyers, managing delivery logistics and quality assurance.
Profitability over Growth
- Prioritize profitability from the start, unlike many startups focused on growth.
- Build a sustainable business by generating revenue to fuel expansion.