“…This necessitates startups to engage in a process of testing, validating and, if necessary, pivoting to a different market if the initial prospects do not materialise. Other issues and challenges associated with market development include insufficient user adoption (Verdegem and De Marez, 2008; Schiavone and MacVaugh, 2009), difficulty in gaining customer trust (Obal, 2015) and policy and regulatory hurdles (Bezzina and Terrab, 2005; Hoppner and Gubanova, 2015; Isasi et al , 2016; Mossberg et al , 2018; Oluleye et al , 2021).…”