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Strategic Revenue Growth Planning for Startups in 2024

kokou adzo



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The year 2024 is on our doorstep, and startups everywhere have already begun their financial planning for the year. But apart from regular cash flow forecasting and the like, a major part of this sort of planning needs to include revenue growth.

The financial growth of your startup depends on numerous external factors that can hardly be predicted (sudden pandemics and wars affecting global economics come to mind). However, there are certainly elements that you can factor into your planning now that can have a positive effect on your revenue over the course of the year.

This article will be looking at some of those elements, supported by experts’ opinions, so that your startup can get a good headstart on your strategic revenue growth planning for 2024.

Navigating Volatility and Uncertainty

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Silvia Mah PhD, published author and entrepreneur specializing in innovation, says that the business landscape of 2024 will be marked by increased market volatility. This will largely be influenced by the fact that it’s both an election year in the US, as well as economic uncertainties that will get carried over from 2023. 

Adding to that is the fact that there has been an increase in startup closures in 2023. As highlighted by Carta’s data, “more startups have shut down in the third quarter of 2023 since Carta began tracking the data almost five years ago. So far [in 2023], 543 startups on Carta’s platform have shuttered.”

So, the challenges here are obvious. With such a volatile economic backdrop, startups will need to double down on pursuing new revenue and using existing resources sparingly. This will go a long way to ensuring that startups not only survive, but also thrive in an environment where every dollar counts.

Establishing a Reliable Income Stream

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One key lesson from all the startup closures in 2023 is the importance of seeking ways to ensure steady revenue growth consistently and on time. 

Establishing a reliable income stream ensures a solid financial foundation and enhances the resilience of a startup business.

Here are some ideas to nurture a fixed income stream:

  • Focus on customer retention — while gaining new customers is important, retaining existing ones is actually more cost-effective. Startups should focus on providing excellent customer service that prioritizes customer satisfaction and consider implementing incentives like loyalty programs to encourage repeat business. There’s also the option of offering a membership program.
  • Invest in digital marketing — effective marketing strategies can help just about any startup business with reaching a broader audience. Therefore, focusing on quality content marketing and social media management can go a long way to converting leads into customers. If you don’t have an in-house marketing team, consider hiring a reliable marketing agency to do the job for you.
  • Have a subscription model in place — subscription-based payment models provide a recurring and predictable revenue stream. The type of subscription model you choose to implement will depend on your startup’s general business model (e.g. SaaS), your go-to-market strategy, etc. You can also think about adopting a freemium model where a basic version of your service is offered for free, and then make advanced features available at a cost. 

Government Grants and Funding

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For an additional income stream in 2024, US-based startups can look into the following forms of funding:

  • State and local government grants. The federal government allocates various types of grant funding to states, cities, and nonprofit economic development organizations, which are then allowed to distribute grants to local businesses. Remaining connected to your local startup ecosystem can help you stay informed about these opportunities. 
  • Small Business Innovation Research (SBIR) and Small Business Technology Transfer (STTR) programs. Tailored for businesses with innovative technology or scientific research ideas, these grant programs allow you to submit proposals for the types of research federal agencies are seeking to fund. However, keep in mind that unsolicited proposals are not accepted in these programs.
  • New grant opportunities are regularly posted on, a centralized database by government agencies. If you find a relevant opportunity for your startup business concept, you can verify startup eligibility. Note that many of these grants are focused on scientific or pharmaceutical research, which makes them less applicable to Main Street businesses.
  • Small Business Development Centers (SBDCs). Funded by the Small Business Administration, these resource centers provide business coaching, technical support, and networking opportunities. They can also help with applying for small-business grants, developing business plans, and enhancing your business in various ways.
  • Minority Business Development Agency Centers. MBDA centers offer support to small businesses (similar to SBDCs). Although the MBDA does not directly grant funds to startup businesses, their centers can connect you with grant organizations, help with application preparation, and assist in securing other forms of business financing.

Basically, startups are often provided funding opportunities in the form of government grants and subsidies. Depending on where your startup is based, the government may offer financial support to you if you work in a certain industry.

Data Analytics for Optimal Scaling

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Data analytics is an important aspect of any company’s revenue planning, and startups are no exception. That is why Dr. Mah emphasizes the importance of tracking data analytics for optimal scale metrics. 

A data-driven approach enables startups to make better financial decisions, identify growth opportunities, and handle budgeting challenges with precision. If you’re still not using one of the many tools for this that are available today, consider starting now. For example, a revenue growth planning tool can help you analyze how many leads you’ll need to acquire next year based on your projected revenue growth goals.

Using data analytics tools is also one of the best ways for startup teams to monitor their KPIs. Analytics tools are equipped with predictive and prescriptive capabilities that work to ensure a strong ROI in marketing and revenue. Predictive analytics tools track past and present marketing data while forecasting trends, and prescriptive analytics identifies the optimal next steps to achieve the best business outcomes.

Future Trends: Generative AI and Sustainability Tech

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According to Inc. 2024 will see an increase in advanced technologies like generative AI, AI-driven demand forecasting, and a greater focus on sustainability tech. But how can these trends contribute to more revenue for startups? We’ve covered some ideas below.

Generative AI for Innovative Solutions

This year was marked by the widespread use of AI tools like ChatGPT and Midjourney, and companies in charge of these and similar platforms are hard at work advancing this technology. Meanwhile, startups can harness generative AI to create innovative products.

Most of us know by now that generative AI involves computers generating content, AI logo maker, designs, or ideas based on prompts inputted by humans. As such, this type of AI can be applied in product development, content creation, and general problem-solving. For startups, this can greatly streamline their creative processes and help them develop their products faster.

AI-Driven Demand Forecasting

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AI-driven demand forecasting works by analyzing data like historical sales, market trends, and external factors like economic indicators or social events. Through these datasets, AI algorithms can identify patterns that may not be immediately apparent through conventional analysis.

Let’s take a startup operating in the fashion industry as an example. With the help of AI-powered demand forecasting, this startup can analyze not only its historical sales data but also external factors like fashion trends, cultural events, and social media sentiment. For example, the AI system might identify a rising trend in sustainable fashion, which would then prompt the startup to adjust its inventory to meet the anticipated demand for eco-friendly products.

Another good example of its use would be for an ecommerce startup. An AI system can be used to analyze customer interactions on the startup’s website, tracking which products are frequently viewed, added to carts, and eventually purchased. If the AI identifies a growing preference for a specific product category, the startup can proactively adjust its inventory and marketing efforts to capitalize on this trend.

Sustainability Tech for Market Differentiation

Dr Mah predicts that businesses will be embracing sustainability tech even more in 2024. Therefore, investing in sustainability tech would help align startups with the growing demand for environmentally conscious products and practices. 

On the other hand, not investing in widely used tech like this is one of the most common sales mistakes that startups make. Therefore, startups should keep sustainability trends in mind while planning finances so as to attract environmentally conscious consumers, which promises to lead to increased market share and revenue growth.

Final Thoughts

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Efficient use of resources and fixed income streams will be the go-to principles for startups that wish to thrive financially next year. It goes without saying that the harsh reality of increased startup closures this year will demand a proactive approach in 2024.

Looking forward, the anticipated trends in 2024 (as highlighted by industry experts) point to the transformative impact of things like generative AI and sustainability tech. Smart use of AI and a focus on tech trends can have a positive impact on revenue, but also position startups at the forefront of technological innovation.

Nina Petrov is a content marketing specialist, passionate about graphic design, content marketing, and the new generation of green and social businesses. She starts the day scrolling her digest on new digital trends while sipping a cup of coffee with milk and sugar. Her white little bunny tends to reply to your emails when she is on vacation.

Kokou Adzo is the editor and author of He is passionate about business and tech, and brings you the latest Startup news and information. He graduated from university of Siena (Italy) and Rennes (France) in Communications and Political Science with a Master's Degree. He manages the editorial operations at

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