{"id":11636,"date":"2021-11-25T10:56:34","date_gmt":"2021-11-25T10:56:34","guid":{"rendered":"https:\/\/www.soil.edu.in\/?p=11636"},"modified":"2026-02-04T18:29:22","modified_gmt":"2026-02-04T12:59:22","slug":"finomena-a-bad-start-up-idea","status":"publish","type":"post","link":"https:\/\/soil.edu.in\/blog\/finomena-a-bad-start-up-idea\/","title":{"rendered":"Finomena: A bad Start-up Idea"},"content":{"rendered":"<style>\n.inner-pic {\ndisplay: none;\n}\n.blog-pic {\nwidth: 100%;\nfloat: left;\ntext-align: center;\n}\n.blog-pic img {\nwidth: 70% !important;\n}\n.new_blog_section p strong {\nfont-family: 'Franklin Gothic Book', arial;\nfont-weight: 900;\n}\n.new_blog_section ul li strong {\nfont-family: 'Franklin Gothic Book', arial;\nfont-weight: 900;\n}\n.new_blog_section p a {\ncolor: #008037;\n}\n.text-new {\nwidth: 100%;\nfloat: left;\n}\n.new_blog_section .new_blog_right_sidebar ol li {\nbackground-image: none !important;\nlist-style-type: decimal;\ndisplay: list-item !important;\npadding: 0px 0px 15px 10px !important;\n}\n.new_blog_section .new_blog_right_sidebar ol {\npadding: 0px 0px 0px 40px;\nmargin: 0px 0px 0px 0px;\n}\n.blog_wrapper_full .one_column {\npadding: 0px 0px 0px 0px;\nmargin: 0px 0px 0px 0px;\n}\n.pic-new {\nwidth: 100%;\ntext-align: center;\n}\n.pic-new img {\nwidth: 100% !important;\n}\n.new_blog_section h6 a {\ncolor: #008037;\n}\n.text-new1 {\nwidth: 100%;\nfloat: left;\nfont-size: 25px !important;\ntext-align: center;\nmargin: 20px 0px 20px 0px !important;\n}\n.new_blog_section .one_column.pb_2 li a {\ncolor: #008037;\n}\n.content-new1 {\npadding-bottom: 0px !important;\n}\n<\/style>\n<p>As B-school students, many of us dream to  starting our own companies or working in the fast-paced environment of a  start-up. There is much to be said about the benefits of working in such a  place, including rapid growth, career development, steep learning curve, lot of  responsibility and more. Much to our thrill, many case study discussions and  examples share by our faculty at SOIL during various classes are about  start0ups. This gives us a fair idea of what their pros and cons are and how to  start one of your own, if you are so inclined.<\/p>\n<div class=\"blog-pic\">\n<p><img decoding=\"async\" src=\"https:\/\/www.soil.edu.in\/blog\/wp-content\/uploads\/2021\/11\/finomena-a-bad-start-up-idea.jpg\" alt=\"Finomena: A bad Start-up Idea\" title=\"Finomena: A bad Start-up Idea\"><\/p>\n<\/div>\n<p>A start-up refers to a company which  operates in the first stages of business. Start-ups are usually focused on a  single product or service that the founders want to bring to market. It can be  founded by one or more entrepreneurs who likes or wants to develop a product or  service which is different, unique or in high demand in the market. These  start-up companies generally start their business with high costs and limited  revenues. Many start-ups turn to others for more funding which includes family,  friends, and venture capitalists. Start-ups can use seed capital to invest in  research and to develop their business plans.<\/p>\n<p>We have observed and found after reading  many start-ups case studies during our classes, that though some companies  start well in the initial stages, they can suddenly fail to compete with their  competitors in the market. We surprisingly found some key reasons of start-ups  failures which are as follows: &#8211;<\/p>\n<ul class=\"one_column pb_2\">\n<li>Ran out of cash and unable to  raise new capital<\/li>\n<li>No further need for that  product in market<\/li>\n<li>Got outcompeted by others<\/li>\n<li>Flawed business model<\/li>\n<li>Regulatory or legal challenges<\/li>\n<li>Pricing or cost issues<\/li>\n<li>Conflicts among owners<\/li>\n<li>Poor product<\/li>\n<li>No new innovation <\/li>\n<li>Unable to empathize with customers<\/li>\n<li>Over confidence in the team<\/li>\n<\/ul>\n<h6>About Finomena<\/h6>\n<p>My main focus today is on start-up company  named &lsquo;Finomena&rsquo; &amp; we will discuss why this company failed as a start-up  and shut down in 2017. This was a Bengaluru- based, Fintech company which was  founded by graduates of IIT Delhi and Stanford and ex-employees of Meta  (erstwhile Facebook), Microsoft, Boston Consulting Group and Bain Capital. The  main idea behind this start-up was to provide small-ticket loans to students  and young professionals to purchase or buy electronic devices and appliances.  Their process of financing and paying instalments was easy and smooth and  students were easily attracted to this company as they were able to purchase  phones, laptops, and other electronics online.<\/p>\n<p>Finomena had raised fund by seed funding  and their main competitors were ZestMoney, CashCare, Capital Float, and  Lendingkart, and various other alternate loans start-ups too. However, all  their capital was in vain and it was a setback for all those who invested in  this start-up idea. Finomena wasted too much time on providing a service which  was already provided by the big financial institutions of the market. All Finomena  employees lost their jobs when this company shut down in Dec 2017.<\/p>\n<h6>Reasons for its failure<\/h6>\n<p>So, to find out the reasons of this company&rsquo;s  failure, we read many reviews of customers, employees and investors. According  to customers, Finomena was not a useful site for money wallet as credit cards  were safer and cheaper. Its customer service team was unprofessional and  untrained, product quality was bad, the app was full of bugs and advertisements,  and their website was not fast. We also realized during our class discussions,  that the management was also not that clued in to their own tech stack. Senior  management were dodgy with absolutely no idea about the Fintech industry, and  were supposedly narrow minded. The engineering team was incapable of doing  anything apart from the basic work. The workplace was a mess and all its  members slowly became disinterested and passionless.<\/p>\n<p>According to one customer review, this was  the &ldquo;worst website with even worst customer support&rdquo;. They usually took more  than 95 hours to approve loan facilities and sometimes they even took more than  15 days to approve loans. Employees were not happy as while working for this  company there was zero career growth and zero learning, with no company  culture. From all the reviews which we read and analysed, we found that 75% of  their employees were not satisfied with the company and its work and from their  services provided to the customers. There were some positive reviews but most  of them felt fake. And because of all these reasons this company&rsquo;s success path  ceased and it ended within 2 years.<\/p>\n<h6>Things they could have done better<\/h6>\n<p>They could have started a company with some  unique idea, which was in demand. Even if the product was not unique, they  should have focussed on trying to stand out from the competition in some  manner. They could have empathized more with their target customers and tweaked  their service to provide customer delight. Studying the brand further, it seems  that they were quite lethargic at the time of providing good customers support  service, so they should have understood the actual problems faced by customers  and could have tried to provide instant support.<\/p>\n<p>Their HR team should have tried to provide  a better working culture to their employees. They also could have hired  efficient and professional technical members to problem solve more efficiently  and create a better product.<\/p>\n<p>Trustability was one of the major factors  for them to make it happen in the fintech sector. Competition was fierce as  banks provide similar services. Pre demonetization the scenario for the start-up  was different and post the whole scenario just changed. The government launched  their own schemes and banks were now providing the same &#8211; there is nothing to  differentiate them. When they commenced the start-up may be the idea was a  revolutionary one, but the scenario totally changed post demonetisation. People  trust banks more than any other third party for such services. Trustability was  one of the major factors where they were lacking.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>As B-school students, many of us dream to starting our own companies or working in the fast-paced environment of a start-up. There is much to be said about the benefits of working in such a place, including rapid growth, career development, steep learning curve, lot of responsibility and more. Much to our thrill, many case &hellip; <a href=\"https:\/\/soil.edu.in\/blog\/finomena-a-bad-start-up-idea\/\" class=\"more-link\">Continue reading<span class=\"screen-reader-text\"> &#8220;Finomena: A bad Start-up Idea&#8221;<\/span><\/a><\/p>\n","protected":false},"author":2,"featured_media":11686,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"posts_by":[],"audience":[],"industry":[],"faq":[],"class_list":["post-11636","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Finomena: A bad Start-up Idea - Blog - Get to know the details of SOIL&#039;s PGPM and PGDM courses<\/title>\n<meta name=\"description\" content=\"Students at the best b-school - SOIL Institute of Management discuss Finomena - bad start-ups, reasons why they&#039;re bad and hence fail, and how they can do better.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/soil.edu.in\/blog\/finomena-a-bad-start-up-idea\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Finomena: A bad Start-up Idea - Blog - Get to know the details of SOIL&#039;s PGPM and PGDM courses\" \/>\n<meta property=\"og:description\" content=\"Students at the best b-school - SOIL Institute of Management discuss Finomena - bad start-ups, reasons why they&#039;re bad and hence fail, and how they can do better.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/soil.edu.in\/blog\/finomena-a-bad-start-up-idea\/\" \/>\n<meta property=\"og:site_name\" content=\"Blog - Get to know the details of SOIL&#039;s PGPM and PGDM courses\" \/>\n<meta property=\"article:published_time\" content=\"2021-11-25T10:56:34+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-02-04T12:59:22+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/soil.edu.in\/blog\/wp-content\/uploads\/2021\/11\/finomena-a-bad-start-up-idea.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"820\" \/>\n\t<meta property=\"og:image:height\" content=\"490\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"admin\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"admin\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/soil.edu.in\/blog\/finomena-a-bad-start-up-idea\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/soil.edu.in\/blog\/finomena-a-bad-start-up-idea\/\"},\"author\":{\"name\":\"admin\",\"@id\":\"https:\/\/www.soil.edu.in\/blog\/#\/schema\/person\/c23d47f21e2289d6683a24a4653f6e8e\"},\"headline\":\"Finomena: A bad Start-up Idea\",\"datePublished\":\"2021-11-25T10:56:34+00:00\",\"dateModified\":\"2026-02-04T12:59:22+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/soil.edu.in\/blog\/finomena-a-bad-start-up-idea\/\"},\"wordCount\":996,\"publisher\":{\"@id\":\"https:\/\/www.soil.edu.in\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/soil.edu.in\/blog\/finomena-a-bad-start-up-idea\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/soil.edu.in\/blog\/wp-content\/uploads\/2021\/11\/finomena-a-bad-start-up-idea.jpg\",\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/soil.edu.in\/blog\/finomena-a-bad-start-up-idea\/\",\"url\":\"https:\/\/soil.edu.in\/blog\/finomena-a-bad-start-up-idea\/\",\"name\":\"Finomena: A bad Start-up Idea - 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