Q2 is often the reality check for many startups. The buzz of a new year has worn off, pressure is mounting, and founders are either starting to see traction or staring down tough questions about what is not working. For Kenyan startups in particular, this quarter brings unique challenges: fluctuating consumer spending, evolving tech infrastructure, and an increasingly competitive landscape. So, what is the smart move when your original idea does not seem to be hitting the mark?
You pivot.
Now, let us get one thing straight, pivoting is not quitting. It is a strategic adaptation. A sign that you are listening, learning, and adjusting based on what the market is telling you. In a fast-moving economy like Kenya’s, this kind of agility is necessary.
In fact, according to research by CB Insights, 35% of startups fail because there is no market need for their product (CB Insights, 2021). That number tells us something: the sooner you find out whether your solution actually solves a real problem, the better your chances of surviving past Q2—let alone thriving in Q4.
Let us take a grounded example. PsychCare Clinic, founded by Dr. Kingi Mochache, began as a mental health support service delivered through a mobile app. A smart and timely concept, especially given the rising demand for mental health care across Kenya. But there was one problem: access. Many potential users either did not have smartphones or stable internet connections to use the app effectively.
What happened next is textbook pivoting. Rather than pouring more resources into an approach that was not reaching the people who needed it most, PsychCare shifted gears and launched a USSD-based service. It was simpler, cheaper, and more accessible to a broader audience. This change, while seemingly small, made a massive impact, and it was rooted in a principle we, at @iBizAfrica, emphasize often: start with a Minimum Viable Product (MVP), not a mansion.
As Dr. Kingi shared after completing the Women in Tech program at @iBizAfrica, she learned that an MVP is not a watered-down version of your dream. It is a focused, efficient way to solve a core problem and learn fast. And that is the point: do not aim for perfect, aim for progress.
In fact, this mindset, “build, test, pivot, repeat”, is echoed by innovation leaders globally. A Harvard Business Review article on startup pivots describes successful pivoting as a discipline that combines listening closely to your market with the courage to change direction, even when it is hard (HBR, 2020).
And Q2 is exactly when you need to make those tough calls. It is early enough to shift your model without having drained your runway, but far enough in that you have likely gathered useful insights. Whether it is tweaking your pricing, adjusting your target customer, or overhauling your delivery method, this is the time to do it.
Here is what we see working with startups on the ground:
- You test an idea quickly.
- You engage users early.
- And when the feedback says “this isn’t quite it,” you pivot without fear.
Of course, pivoting does not guarantee success. But not pivoting when the writing is on the wall? That is a fast track to irrelevance.
Key Takeaways for Q2:
- Audit your assumptions. Is your product still solving the right problem?
- Check in with your market. What are users actually telling you?
- Pivot with intention. Do not change direction just to do something new, do it because you have learned something useful.
So, here is a Q2 gut check:
Are you building what your users actually need? Or what you thought they would want?
Take time this quarter to pause, assess, and re-align if needed. Because the best startups are not the ones that get it perfect on Day 1, they are the ones that learn quickly and are not afraid to shift gears on Day 90.
Got a pivot story or struggling with your next step? We would love to hear how you are adapting this quarter, drop a comment down below. Because sometimes, your next breakthrough starts with a bold change in direction.