to happen versus your original plan. It’s just human nature for things to take longer when you put them out there in the market place. Remember, the world was probably not waiting for you to start a business, so understand things take time… and something twice as long.as you thought it was going to be. As much as you want to price your goods and services the way your plan calls-for, the marketplace will invariably decide the market price.
Now, while this law, in my opinion, is unavoidable, it should not scare you or mean you should not forge ahead and keep building the business. The key to this law is to recognize its likelihood and do some planning around it. Here are some actions you might want to think about it. Develop one or two financial models that factor the law in, and see what that looks like. Can you survive the Law of Twos? Are you able to take your revenue projections for year one, and stretch them out so it takes two years? What about taking your expense projections and double them in the first year? Can you account for the amount of time it was going to take and double it?
Examine whether you have the resources and ability to see it through. If you needed more money, where would it come from? If you had to wait to spend certain amounts of money , what would it mean? Use the Law of Twos as a continuous forecasting mechanism and as a way of reviewing optimistic and pessimistic scenarios. Just because you put together a pessimistic scenario does not mean you lack confidence in the business. It means you want to review what worst-case looks like so you can digest it and avoid it.
Entrepreneurs need to shut up
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