Millions of users, cool brands and charismatic bosses are not enough
describe the world of business in terms of animals, such as bears, bulls, hawks, doves and dogs. Right now, mere ponies are being presented as unicorns: privately held tech firms worth over $1bn that are supposedly strong and world-beating—miraculous almost. Next month Uber will raise some $10bn in what may turn out to be this year’s biggest initial public offering . It will be America’s third-biggest-ever tech, after Alibaba and Facebook.
Today’s unicorn-breeding industry would not have been possible 25 years ago. In 1994 only $6bn flowed intoin 1997 it had raised a total of only $10m. Three things changed. Growing fast became easier thanks to cloud computing, smartphones and social media, which let startups spread rapidly around the world. Low interest rates left investors chasing returns.
Because the unicorns’ markets are contested, margins have not consistently improved, despite fast-rising sales. Managers are terrified of cutting their vast marketing spending, for fear of losing customers. Many firms are scrambling to develop ancillary products to try to make money from their users.
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