Takeaways I Assess your situation – there are no general solutionsAssume you cannot raise any more moneyDo you have a clear value proposition

Who will pay me, how much money, for whatWhat unsolved problem am I solvingAm I uniquely qualified to solve itDon’t get misled by jargon, flavour of the month,

fashionFind the right market – make it happenHave a mindset of frugalityInvest behind sales

Takeaways IIGet revenue now – not next yearGet your people right – especially in salesMake sales calls yourself – lead from the frontKnow your customers wellFocus, Niche, go deep and narrow – it is better to

number one for someone than to be number five for everyone

Prioritise break even over traction and growthOvercommunicate with your teamYou are the glue for your start up in a downturnIs it really good to start a business in a downturn?Does competition really get hurt more than you in a

downturn