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The Business Life Cycle: Maximizing Company Growth

Brody Hall
By Brody Hall
Joel Taylor
Edited by Joel Taylor

Published October 26, 2021.

Analyzing data to reach maximum business growth

The business life cycle is a model that shows how a business grows and changes over time. It can be applied to a single product, a portion of a business, or an entire company. It aims to show how a business evolves and how to handle each stage of its development. The business life cycle model helps make business strategy decisions, such as how much to invest in research and development or whether to develop or acquire new products.

Conceptualizing the life cycle of a business can sometimes be challenging. To help you out, this post will run through everything you need to know about the business life cycle model.

Why Is the Business Life Cycle Important?

Up-and-coming entrepreneurs often overlook the life cycle of a business. They get so caught up in their ideas and getting their business up and off the ground that it is often easy to overlook the expected corporate lifestyle and forget about the future. With that in mind, understanding the business life cycle model is critical to the success of all managed businesses.

What Are the Four Stages of the Business Life Cycle?

The life cycle of a business entails several phases that a company can go through. The 4 stages of the business life cycle are:

  1. Start-up A product or service is introduced to the market.
  2. Growth The product or service is received favorably by the market.
  3. Maturity The product or service reaches its peak in popularity or demand.
  4. Decline/renewal The product or service declines in popularity and is subsequently halted, reintroduced, or modified to suit new market conditions better.

How to Maximise Introductory Growth as a Startup Business

There is no surefire way for instant success. Although, there are proven strategies you can employ to help your start-up business grow faster during its introductory stage. Here are a few “how to grow your business" tips that you can easily take advantage of as a startup:

  • Hire the right people Get the right people in the right positions, and your business is sure to get off the ground quickly.
  • Encourage feedback Listening to your customers is a must. Ignore the voice of your greatest critics, and you’re sure to fail.
  • Be adaptable Change is inevitable. With that in mind, it is best to make sure you are staying adaptable before it comes round to bite you later down the road.
  • Incentivize customer loyalty Referral programs are an excellent way to get more people talking about your business faster.

How to Employ Growth Strategies to Your Business

Ensuring the best possible business growth cycle is important for the efficacy of your company, and here are a few strategies you can employ to do so.

Market Strategies

  • Penetration Using strategies like advertisements, product bundles, and discounts can help to outcompete your competitors.
  • Development Leverage the success of your existing popular products or services by launching them in a new geographical area.
  • Segmentation By segmenting your market into groups like customer preferences, interests, and locations, you can easily create targeted campaigns with a much higher chance of success.


Sometimes to make things happen, businesses may choose to work alongside other businesses. This can lead to joint ventures, mergers, or licensing deals. In many cases, this is a good idea as long as the arrangement benefits all parties involved.

Product Expansion

Small businesses can benefit hugely from an expansion of product lines. It may be the case that you are experiencing a deceleration in sales or profits due to outdated products or services. If so, it could be time for you to expand your current lineup and boost your chances of success.

Alternative Marketing

Utilizing non-traditional marketing methods is one of the best ways to grow your budding business. Many small businesses already use more than one online platform for marketing their business, but sometimes switching from one to another can achieve even better results.

Can Your Business Grow in the Final Stages of Its Life Cycle?

The process of reinvestment can be different for every company, but the purpose is always the same - to ensure that your business can continue to thrive. For businesses that are already experiencing success, reinvestment is about expanding or upgrading. For businesses that are in decline or struggling to get off the ground, reinvestment is about reinvigoration.

You can take solace in the fact that, regardless of where your company is in its lifecycle, investing in your business can help you avoid decline and ultimately help to ensure the overall success of your business.