If At First Your (Business) Idea Fails - Try, Try Again

It Started with a Brilliant Idea

You’ve had a flash of genius. Maybe it struck while watching the world go by after work, scribbled hastily on a drink coaster or a napkin. It kept you up that night – foot twitching, mind buzzing. It was perfect.

Customers would love it.

But should you dive in and build it as-is? Or pause and test the waters first?

Let’s face it: what feels like a brilliant idea might be the result of a creative rush… or a little too much wine. Either way, a great idea isn’t a business until someone’s willing to pay for it.

From Passion to Profit

Christi Scovel and Tina Cannon were convinced that a trusted, accessible pet health resource was exactly what the market needed. As passionate pet owners, they understood the emotional and practical gaps.

But it was only after talking to real pet owners and vets that they uncovered what the market really wanted. Their company, PetsMD, pivoted completely – it’s now a SaaS business offering appointment booking tools for veterinary clinics.

Likewise, Anna Louise Simpson thought her herbal teas for pregnancy symptoms would fly off the shelves. But it turned out the wider market was more interested in great-tasting, caffeine-free drinks, not just the pregnancy health angle. Today, Mama Tea sells therapeutic infusions with broader appeal.

The Common Thread: Customer Need Over Founder's Passion

These stories have a lesson: Your idea is the starting point, not the finished product.

Tina Cannon put it plainly:

“I had too many ideas on ways to monetise the site… content, ads, products, subscriptions – the list went on with no focus. Lesson learned. I needed to hone in on a real revenue generator.”

The real shift happened when they started talking to their customers. Vets didn’t just want more visibility; they needed a practical tool to manage bookings, reach new clients, and measure ad spend. That's what PetsMD built.

Mama Tea’s success wasn’t built on health claims alone. The hook was “delicious, caffeine-free” – a clearer, simpler value proposition for a much bigger market.

Small Business Advantage: Agility

As a small business, your size is a strength. You’re nimble. You can adapt. Large corporations often take months or years to change course – you can test, iterate, and pivot in weeks.

Changing direction doesn’t mean failure. It means growth.

Let the Market Guide You

Your first idea is the seed. Whether it grows into an apple tree or a passionfruit vine is up to the market, and your willingness to evolve.

“The idea in your head or scribbled on a napkin is probably crap,” Tina says. “But go ahead and pursue it anyway. If all else fails, try a variation of the directions you see on the back of shampoo bottles: Try. Fail. Repeat.”

At Dolman Bateman, we’ve seen dozens of successful businesses grow from pivots. If you need help testing your idea, analysing financial viability or getting ready to launch, we’re here.

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Disclaimer:

The information provided in this article is general in nature and does not constitute personal financial, legal or tax advice. While every effort has been made to ensure the accuracy of this content at the time of publication, tax laws and regulations may change, and individual circumstances vary. Dolman Bateman accepts no responsibility or liability for any loss or damage incurred as a result of acting on or relying upon any of the information contained herein. You should seek professional advice tailored to your specific situation before making any financial or tax decision.