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This post is also available in: Dansk (Danish)

Pivot is a business u-turn. A strategic shift to navigate changes. Be it in product, market, or model, it’s adaptation for survival and innovation.

This post is also available in: Danish

What is a Pivot? 

A pivot is a strategic change in a company’s business direction or approach in response to changing market conditions, customer feedback, or new insights. Startups and businesses might pivot to handle new challenges, explore new opportunities, or improve product-market fit

How Does a Pivot Work? 

Pivots involve significant shifts in one or more aspects of a business, including: 

  1. Product: Altering the core product or service offering to better meet customer needs or changing market demands. This may involve changing features, functionality, or the target audience. 
  1. Market: Shifting the target market or audience for a product or service. This may involve targeting a different demographic, industry, or geography. 
  1. Technology: Changing the underlying technology or platform used to deliver a product or service, often to improve scalability, efficiency, or competitiveness. 
  1. Business Model: Adjusting the way a company generates revenue, such as transitioning from a subscription model to an advertising-based model. 
  1. Distribution Channel: Exploring new distribution channels or partnerships to reach a wider audience or improve market reach. 
  1. Positioning: Reframing how a product or service is positioned in the market, including messaging, branding, or marketing strategies. 

Why is a Pivot Significant? 

Pivoting is significant for several reasons: 

  1. Adaptation: It allows businesses to adapt to changing market dynamics, customer preferences, or unforeseen challenges. 
  1. Optimization: Pivoting can lead to improved product-market fit, helping businesses create offerings that better meet customer needs. 
  1. Survival: For startups, pivoting can be crucial for survival, especially when initial strategies are not yielding the expected results. 
  1. Innovation: Pivots often involve innovative thinking and the exploration of new ideas, which can lead to breakthroughs. 
  1. Competitiveness: Pivoting can help businesses stay competitive by responding to evolving industry trends and technologies. 
  1. Resource Efficiency: It can help optimize resource allocation by focusing efforts on strategies more likely to succeed. 

However, pivots should be well-planned and executed, as they carry risks, including the potential loss of existing customers or market share. Effective pivots are based on thorough research, customer feedback, and a clear understanding of the new direction. 

In summary, a pivot is a strategic change in a business’s direction, product, market, or other key aspects in response to changing circumstances or to improve performance. Pivoting is a valuable tool for adaptation, innovation, and ensuring a business’s long-term viability.