Breaking the 65% Failure Rate: A Co-Founder Coach's Mission to Save Entrepreneurial Partnerships
The statistics are stark: 65% of startups fail not because of market conditions, funding issues, or product problems, but because of co-founder fallout. Behind every failed venture is often a partnership that couldn't weather the storms of entrepreneurship together. Yet despite this critical vulnerability, the entrepreneurial ecosystem has largely overlooked the human dynamics that make or break business partnerships.
Enter Nicki Coe, a Co-Founder Coach with a unique perspective on this challenge. As the co-founder of successful branding agency LUNA + LION, she's lived through the highs and pressures of building a business alongside a partner. Her dual experience—both as an entrepreneur navigating partnership dynamics and as a coach helping others strengthen theirs—offers rare insight into what it takes to not just survive but thrive as business co-founders.
Through her "Confessions of a Co-Founder" content series and coaching practice, Nicki tackles the uncomfortable truths about entrepreneurial partnerships: the toxic work patterns, communication breakdowns, and relationship tensions that often remain hidden until it's too late. Her mission is simple yet ambitious—to dramatically reduce that 65% failure rate by equipping co-founders with the tools, awareness, and intentional practices needed to build partnerships that last.
In this candid conversation, Nicki shares unconventional wisdom about choosing business partners, establishing strong foundations from day one, and why being a good co-founder starts with understanding yourself. For women entrepreneurs considering launching ventures with partners, her insights offer both practical guidance and the encouragement that with the right approach, co-founding can be "the best adventure ever."
1. You've identified that 65% of startups fail due to co-founder fallout, which led you to create a unique niche as a "Co-Founder Coach." What drove you to recognize this critical gap in the entrepreneurial ecosystem, and how has your own experience as co-founder of LUNA + LION shaped your coaching philosophy?
I'm a Co-Founder myself of branding agency LUNA + LION, so I've seen first hand how pivotal your Co-Founder dynamic is. It impacts everything. When you're aligned and in sync, the confidence, momentum and decisiveness that brings is powerful. But equally, when there's tension of any sort - it's draining, it's consuming, and it affects performance.
I'm incredibly lucky that my Co-Founder, Scarlett, and I have always been a strong team. But we're human. We hit a critical point in the business where we had some big decisions to make, and I struggled to really understand how to effectively communicate and connect with that conversation. Because these discussions aren't just about business - they're about your personal relationship, finances, your career, your reputation… everything. So I looked for an expert to help me, but couldn't find what I was looking for - so here I am. My experience co-founding LUNA + LION has shaped my coaching philosophy massively. It's shown me how this is the best adventure EVER, such a life-changing experience to share with someone. But with that comes pressure, so your partnership needs intentional energy if it's going to survive and thrive.
And now my mission is simple - to reduce that 65% stat. So many of those ideas and missions are lost because the co-founders couldn't access the knowledge or support they needed to build a successful and sustainable partnership.
2. As someone who simultaneously runs a successful branding agency and coaching practice, you're living the entrepreneurial challenges you help others navigate. What's one piece of unconventional wisdom about business partnerships that you wish more female entrepreneurs understood before they launch their ventures together?
When it comes to building a business partnership, don't just think about someone who has the skills you need. Think about someone you'd be happy to work with everyday, for a really long time. Skills can be learned or outsourced, but showing up for each other as Co-Founders - that's irreplaceable. And importantly - being a good Co-Founder is your responsibility. Consider how you show up, what patterns and beliefs you bring, and commit to putting in the work. Raise your self-awareness, get good at communicating, understand how you best work as a team, and focus on your partnership like it's the most valuable asset in your business - because it is. I've got a free resource you can access on how to 'date' your potential Co-Founder and assess fit - so go check it out here.
3. In your "Confessions of a Co-Founder" content, you tackle real issues like toxic work patterns and partnership tensions. For women who are considering starting a business with a partner but feel intimidated by these potential challenges, what would you say is the most important foundation they should establish from day one to set themselves up for success?
Consider the value in working with a partner who's different from you, rather than the same. Because it's those different perspectives and experiences that lead to innovative ideas and better outcomes. This isn't like looking for a friend or dating - you're choosing a business partner. Someone who, together with you, will strengthen your chances of success. So see your differences as one of the most valuable parts of your partnership, and actively encourage positive disagreement. Get good at having your ideas questioned, and build systems from the start that enable you to do that constructively.
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