As a startup business owner or founder, the most importantquestion to ask yourself is whether your business idea adds value, solves aproblem, or provides innovation to make life more efficient and effective.According to the Harvard School of Business, the odds are against startups,with two-thirds of them failing to show a positive return to their investors,leading to business collapse more often than success.

Drs. Todd and Kim Saxton, award-winning professors atIndiana University’s Kelley School of Business and co-authors of The TitanicEffect, have provided a practical guide to help startup founders, investors,and supporters successfully navigate the challenges that often sink startups inthe early stages of development. They draw on their extensive academic andprofessional experience in business strategy, entrepreneurship, marketing,market research, and venture-funded startups to help navigate the obstaclesfaced by early-stage startups.

The book uses the Titanic and a sailing metaphor to providea startup roadmap template, showing how startups can successfully navigatechallenges in startup investing, founding, and hiring with a game plan to getthrough the Human Ocean and a guide to customer success in working through theMarketing Ocean. It also highlights what startups need to invest in to getthrough the Technical and Strategy Oceans. The Iceberg Index providesentrepreneurs, startups, and small businesses a way to track their progress onthe startup roadmap template and helps investors assess which startups toinvest in. The book also reveals that, like many startups, the Titanic was notsunk by a single misstep but a series of mistakes, a combination of misstepscalled the Titanic Effect.

For more information, visit https://www.titaniceffect.com/or get the book athttps://www.amazon.ca/Titanic-Effect-Successfully-Navigating-Uncertainties/dp/1642792144.For inquiries, you can email mksaxton@iu.edu or tsaxton@iu.edu.