The biggest challenge in a successful B2B startup I was part of was to convince the customers that the company is viable. Enterprises were horrified by the possibility that we won’t be there for them in 12–18 months. We had to work hard convincing potential clients that we have the intentions and means to be there for them for the long haul.

Although consumers and internet users aren’t enterprises, I completely agree that should this continue, people will internalize the potential consequences. However, companies that managed to touch a large amount of users and provide value are better positioned for success. Those that finally close, probably didn’t have much to lose in the first place.