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London Tech Week

From billion-dollar dreams to dust: A look at the fallen unicorns

From billion-dollar dreams to dust: A look at the fallen unicorns
Image credit: DepositPhotos/Andrew_Rybalko

The startup world pulsates with ambition, where audacious ideas chase billion-dollar dreams. Investors, captivated by the promise of disruption and innovation, shower these ventures with funding, hoping to unearth the next tech giant. However, the path to success is paved not only with triumphs, but also with the wreckage of failed dreams. 

Even “unicorns” – startups boasting valuations exceeding $1 billion – are not immune to collapse. Let’s go deeper into the intricate narratives of several fallen unicorns, exploring the missteps that led to their demise and the valuable lessons they offer for aspiring entrepreneurs and investors alike.

In a similar way, we have also reported a detailed article on Adam Neumann who bid $500M to buy WeWork back, where we have mentioned everything about the company. Moreover, you should also read about the story of Byju’s founder, which is a tale about a $2.2B tragedy.


Zume, a US-based company, captured headlines with its audacious vision – revolutionising pizza making with robotics and 3D printing technology. They attracted $445 million in funding on the promise of a future filled with automated pizza kitchens churning out perfectly crafted pizzas. However, their ambition proved to be their undoing:

Developing reliable and efficient robotic food preparation systems proved far more challenging than anticipated. Automating tasks like dough tossing and ingredient handling consistently presented hurdles.

The complex infrastructure required for Zume’s robotic pizza kitchens resulted in high overhead costs. Scaling this model to achieve profitability across multiple locations proved difficult.

Zume’s focus on automation came at the expense of factors traditionally valued by consumers, like the taste and experience of fresh, human-made pizza. This disconnect with consumer preferences ultimately hampered their success.

Unable to overcome these challenges, Zume shut down its operations in 2020.


Convoy, an American company valued at over $1 billion, set out to change the trucking industry. Their platform connected shippers with carriers digitally, aiming to improve efficiency and transparency in a traditionally opaque market. They secured a massive funding pool exceeding $1 billion to fuel their growth. However, the trucking industry proved to be a stubborn challenge:

The trucking industry is highly fragmented, with a multitude of independent owner-operators and small trucking companies. Convoy struggled to gain traction with these established players who were comfortable with existing, well-understood practices.

The trucking industry is steeped in tradition and resistant to change. Convoy’s digital platform required a shift in mindset and workflows for both shippers and carriers, which proved difficult to achieve on a large scale.

Established logistics companies like FedEx and UPS quickly recognized the potential of Convoy’s model and developed their own digital solutions, further squeezing Convoy’s market share.

Facing these hurdles, Convoy made the difficult decision to wind down its core freight business in 2023. 


Arrivo, which was founded in 2016, a British self-driving car startup, captivated the imagination of investors with a cool $1 billion. However, the dream of autonomous vehicles proved more challenging to translate into reality. Arrivo struggled to overcome the technical hurdles of developing safe and reliable self-driving technology. 

Sensors capable of navigating complex traffic environments proved expensive and unreliable. Additionally, the self-driving car landscape became increasingly crowded with established players like Waymo and Tesla, making it difficult for Arrivo to carve out a niche and stand out. Ultimately, Arrivo shut down in 2019, leaving the self-driving car revolution a few miles down the road. 


Jawbone, a pioneer in wearable fitness trackers, was once a dominant force in the market, boasting a hefty $929.9 million in funding. Their stylish and feature-rich trackers captured the early wave of consumer interest in fitness quantification. However, their reign was short-lived. 

The wearables market became saturated with new entrants, including established tech giants like Apple and Fitbit. Jawbone, which started in 2006, struggled to differentiate itself in a sea of similar products, and consumer interest in fitness trackers waned as the novelty wore off. Facing declining sales and mounting pressure, Jawbone filed for bankruptcy in 2017. 


Beepi aimed to revolutionise the online used car market with a $149 million war chest. They envisioned a seamless experience for both buyers and sellers, leveraging technology to streamline the buying process. However, the complexities of the used car market proved overwhelming. Here’s what tripped up Beepi:

Managing a geographically dispersed inventory of used cars with varying conditions presented a logistical nightmare. Ensuring vehicle quality and consistent pricing across different regions proved difficult.

The online used car market is rife with concerns about transparency and hidden problems. Beepi struggled to overcome this scepticism and establish itself as a trustworthy alternative to traditional dealerships. Their efforts to build trust included implementing a rigorous inspection process and offering money-back guarantees. However, these measures couldn’t erase the inherent wariness of online car purchases, especially for such a significant investment. 

The stories of these fallen unicorns offer valuable insights for the future of startups. Understanding these cautionary tales can help entrepreneurs navigate the challenges of innovation, market dynamics, and financial sustainability. By learning from the mistakes of the past, future startups can increase their chances of success and avoid joining the graveyard of billion-dollar dreams.

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