When we think about the entrepreneurial space, stories of successful startup founders, like Steve Jobs, Bill Gates, Mark Zuckerberg and Elon Musk, flood our minds. But what often goes unnoticed is that these successes are needles in the haystack of startup failures. Around 90% of all startups fail, and many reasons can contribute to a company closing shop—problems with cash flow, lack of market research or even a large-scale market crisis.