Why Most Solo-Entrepreneurs Fail (And How to Make Sure You Don’t)

Let’s get real for a second: running a solo business is tough. In fact, most solopreneurs don’t make it. It’s a cold, hard truth that we can’t shy away from. The numbers speak for themselves; around 50% of businesses fail within two years, and that number skyrockets to 65-70% by the time they hit the five-year mark.

Why? Because as solopreneurs, we don’t just run a business; we are the business. There’s no one else to lean on, no paycheck at the end of the month, no built-in support system. Everything, absolutely everything, falls on us. And let me tell you, nothing will make you face yourself quite like running your own business. It’ll shine a light on your fears, your unhealed wounds, and your deepest insecurities. You’re alone with your thoughts, and trust me, that’s a game changer.

Now, I’m not telling you this to scare you. I’m telling you this because if you understand why most people fail, you can make sure you don’t end up in that statistic.

So let’s break it down. There are four main reasons why most solopreneurs fail, and more importantly, how you can avoid them.

1. They Blend In and Aren’t Consistent

Here’s the truth: if you sound like everyone else, you’re in trouble. So many solopreneurs make the mistake of saying things like, “I help people live their best lives” or “I help entrepreneurs thrive.” Let me tell you, no one cares about that.

The market isn't saturated but it is loud. If you don’t stand out, you won’t be remembered. You need to get specific. What do you do? Who do you help? What problem do you solve? And why should anyone trust you over the thousands of others making the same promises?

The second part is consistency. So many solopreneurs post once, don’t get the engagement they were hoping for, and then disappear. Meanwhile, I’ve been showing up on LinkedIn five days a week, every week—even when I had nothing to say. Why? Because consistency builds trust. It’s not about being the best; it’s about being there.

What you can do:

• Find your unique angle: Be clear about who you’re helping and how you’re helping them. Be specific in your message, and make it speak directly to your audience's most pressing problem.
• Be consistent, even when it’s tough: Commit to showing up regularly. Whether it’s on social media, through content, or direct outreach, showing up consistently is key to building trust.

2. They Don’t Know What Problem They Solve

This one is brutal because so many solopreneurs think they know what problem they solve, but they don’t. A vague statement like, “I help people feel more confident” isn’t going to cut it. Your audience isn’t searching for that. They’re looking for real solutions to real problems. They want to know how to pay their rent, how to quit a job they hate, how to lose weight, or how to break free from their limiting beliefs.

So stop hiding behind vague language. Identify the exact pain point that your ideal clients are facing and talk about it openly. This is how you get noticed.

What you can do:

• Be specific about the problem you solve: Don’t just talk about “living a better life.” What exactly does that mean for your audience? Speak to their pain points, the ones they’re dealing with right now.
• Use your audience’s language: Conduct research by talking to your potential clients. What are they struggling with? Use their words to refine your messaging and make sure it resonates.

3. They Can’t Sell and Don’t Talk About Their Offer Enough

Ah, the dreaded sales conversation. I see it all the time; solopreneurs who love what they do but avoid selling because they think it’s sleazy or manipulative. Here’s the truth: if you can’t sell, you don’t have a business. You have a hobby.

Selling isn’t about being pushy; it’s about showing people how you can help them. If you’re not selling, you’re not doing your job. The problem is usually one of two things:

1. Your offer isn’t clear or compelling enough.
2. You’re not talking about it enough.

If you think posting once or twice about your offer will make people just “get it,” think again. You need to talk about what you do a lot. Repetition is key. Your audience won’t remember you after one post, and they certainly won’t take action from just one email or lead magnet.

What you can do:

• Change your mindset about selling: Selling isn’t manipulation; it’s about providing solutions. Get comfortable with offering your service and making it clear how it will benefit potential clients.
• Talk about your offer often: Remind your audience regularly about what you do and how you help. People need to hear it more than once before they take action.

4. They Expect Overnight Success and Aren’t Ready for the Emotional Cost

This is the one that takes most people out. Solopreneurs often expect to make six figures in six months, and when they don’t hit that milestone, they get discouraged. They see others killing it and wonder, “Why am I not there yet?” What they don’t see is the years of failing, tweaking, and learning that person had to go through to get to that point.

But here’s the kicker: most people aren’t ready for the emotional cost of success. You’ll face doubts. You’ll feel like an imposter. You’ll get ignored. People will judge you. And you’ll put yourself out there and hear crickets. That’s all normal. That’s the price of doing something big.

What you can do:

• Set realistic expectations: Success won’t happen overnight. It’s about consistent effort, not viral posts or huge launches.
• Prepare for the emotional cost: Building a business is an emotional rollercoaster. There will be highs, but there will be lows. And you need to be ready for both.
• Get comfortable with negative emotions: Success isn’t about avoiding uncomfortable feelings—it’s about handling them. The key is to expect the lows, know they’re normal, and keep going anyway.

Wrapping It Up

So there you have it: the four biggest reasons why solopreneurs fail:

1. They blend in and aren’t consistent.
2. They don’t know what problem they’re solving.
3. They can’t sell or don’t talk about their offer enough.
4. They expect overnight success and aren’t prepared for the emotional cost.

If any of these hit home for you, don’t beat yourself up. It means you’re in the arena, fighting for your business. And that’s where the magic happens. The key is to keep going, even when it feels hard, even when the doubt creeps in. Embrace your journey, celebrate the small wins, and keep showing up.

Remember, success isn’t a straight line. It’s a series of peaks and valleys. And the people who make it? They don’t quit when it feels bad. They keep going, and they do it with oodles of self-compassion and grace.

If you found this helpful, give it a like, leave a comment, and let me know what you think.

I recently recorded an episode of the Going Solo Podcast called Why Most Solopreneurs Fail (And How to Make Sure You Don’t). I’d love to know what you think Listen here!

Jo Knight Dutkewich is a former corporate senior leader and consultant to some of the world's best brands. She helps solopreneurs break up with procrastination and perfectionism to finally achieve consistent $10k months without doing anything that makes them want to shower off the ick…

She hosts the weekly Podcast; Going Solo for people who want life and business to work FOR them and not the other way around.

Jo lives on Vancouver Island in the Pacific Northwest with her husband, 3 sons, animal menagerie, and judgmental cat..