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The Differences Between an Average Startup and a Unicorn


Ever wondered what sets a unicorn apart from an average startup? It’s more than just a billion-dollar valuation. Let’s dive deep into the foundational, financial, operational, and strategic differences that separate an average startup from a unicorn.

Foundational Differences

Vision and Mission

An average startup often begins with a modest vision, focusing on solving a local problem or catering to a specific niche. Their mission is practical, aiming for steady growth and sustainability.

Unicorns, on the other hand, have grandiose visions. They dream of transforming industries, disrupting markets, and creating products or services that have a global impact. Their missions are ambitious, aiming for rapid scalability and dominance.

Initial Goals and Objectives

Average startups typically set short-term, achievable goals. These might include reaching certain revenue milestones, gaining a specific number of customers, or securing initial rounds of funding.

Unicorns set their sights higher from the get-go. Their objectives often include rapid market expansion, securing significant funding from prominent investors, and developing a robust product that can scale globally.

Financial Aspects

Funding and Investment

The funding journey of an average startup usually begins with bootstrapping or seeking seed funding from friends, family, or local angel investors. Subsequent funding rounds are gradual and modest.

In contrast, unicorns attract massive investments right from their early stages. They often secure funding from top-tier venture capital firms, private equity investors, and sometimes even large corporations. Their funding rounds are larger and more frequent, fueling their rapid growth.

Revenue and Profitability

Average startups might adopt straightforward revenue models like direct sales, subscription services, or advertising. Profitability is crucial for their survival, often pursued aggressively from the early stages.

Unicorns, however, might prioritize growth over immediate profitability. They focus on customer acquisition, market share, and product development, often operating at a loss initially to achieve scale.

Growth and Scalability

Market Reach

Average startups often start by targeting local or regional markets. Their expansion is cautious and incremental, ensuring they build a solid foundation before scaling further.

Unicorns aim for a global market reach from the outset. They deploy aggressive expansion strategies, leveraging technology and strategic partnerships to enter multiple markets simultaneously.

Scalability Factors

For average startups, scalability is a gradual process. They focus on building robust technology and infrastructure that can support their growth without overextending their resources.

Unicorns, however, design their operations for scalability from day one. They invest heavily in advanced technology, automation, and processes that allow them to handle rapid growth and large volumes seamlessly.

Innovation and Product Development

Product Offerings

Average startups often start with a single product or a limited range of offerings. Their focus is on perfecting this initial product before diversifying.

Unicorns, on the other hand, frequently have multiple product lines or services. They diversify early, creating ecosystems of products that complement and enhance each other.

R&D and Innovation

Investment in research and development (R&D) varies significantly. Average startups may allocate limited resources to R&D, focusing more on immediate market needs.

Unicorns, however, prioritize continuous innovation. They invest heavily in R&D, often leading to breakthrough technologies and industry-leading products.

Team and Culture

Leadership and Management

Leadership in average startups often includes founders and a small management team. Decision-making is centralized and agile, allowing for quick pivots and adaptations.

Unicorns boast experienced leadership teams, often comprising industry veterans and experts. Their management structure is more complex, supporting large-scale operations and strategic decision-making.

Company Culture

Building a positive and collaborative culture is essential for average startups. They emphasize teamwork, flexibility, and a hands-on approach.

Unicorns, while also valuing a positive culture, often foster a more dynamic and competitive environment. They emphasize innovation, performance, and rapid execution.

Market Positioning and Branding

Branding Strategies

Average startups focus on building a strong, recognizable brand within their niche. They rely on targeted marketing and local outreach.

Unicorns invest heavily in branding from the beginning. They adopt comprehensive branding strategies, including global campaigns, influencer partnerships, and high-visibility marketing efforts.

Market Positioning

Average startups often focus on niche markets, catering to specific customer segments with tailored solutions.

Unicorns aim for mass market appeal. They position themselves as leaders in their industry, offering broad solutions that attract a wide audience.

Risk Management

Risk Tolerance

Average startups tend to be more risk-averse, carefully evaluating potential risks before making significant decisions.

Unicorns embrace higher levels of risk. They pursue bold strategies and innovations, understanding that high risk often leads to high reward.

Crisis Management

Average startups may have limited resources for crisis management, relying on adaptability and quick decision-making to navigate challenges.

Unicorns, with their extensive resources, have robust crisis management plans. They employ dedicated teams and strategies to handle crises efficiently and maintain stability.

Customer Acquisition and Retention

Customer Acquisition Strategies

Average startups often use traditional methods like networking, referrals, and local marketing to acquire customers.

Unicorns leverage advanced marketing techniques, including data-driven marketing, AI-powered customer insights, and large-scale advertising campaigns to attract customers.

Customer Retention

For average startups, maintaining customer loyalty is crucial. They focus on personalized service and building strong customer relationships.

Unicorns employ sophisticated customer success programs, ensuring high satisfaction and long-term retention through exceptional service and continuous engagement.

Use of Technology

Technology Adoption

Average startups adopt essential tech tools that facilitate their operations and growth, often prioritizing cost-effective solutions.

Unicorns are at the forefront of technological adoption. They use cutting-edge technology, such as AI, machine learning, and blockchain, to drive innovation and efficiency.

Digital Transformation

Digital presence is vital for average startups, but their transformation journey may be gradual due to resource constraints.

Unicorns undergo rapid digital transformation, integrating technology into every aspect of their business to stay competitive and innovative.

Legal and Regulatory Compliance

Compliance is a critical aspect for both average startups and unicorns, but the scale and complexity differ.

Average startups focus on meeting local regulations and compliance requirements, ensuring they operate within legal boundaries.

Unicorns, operating on a global scale, navigate complex regulatory landscapes, investing in legal teams and compliance experts to manage international regulations effectively.

Exit Strategies

Average startups often consider mergers, acquisitions, or staying private as viable exit strategies.

Unicorns typically aim for high-profile exits, such as initial public offerings (IPOs) or strategic acquisitions, providing significant returns to investors and stakeholders.


The journey from an average startup to a unicorn is marked by significant differences in vision, strategy, growth, and operations. While both types of companies contribute to innovation and economic growth, unicorns’ ambitious goals, substantial resources, and global impact set them apart.

Originally published in Medium


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