It might be time to look for investors for your startup if you have recently lost a big account, you're facing a challenge from lower-priced competitors or you need to implement new technology to maintain your market position, Peter Cohan writes. "[M]ake sure you can explain why customers will perceive the technology as important, how you will need to change your product to incorporate the new technology and how much it will cost to build the new product," he writes.

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