Usually in business you have to expect to fail or underperform some before you get your businesses designed right for them to be successful. So, often on your first business (especially in your early to late 20s) you haven't learned to wear enough different hats to be successful at your business. Either you are a good communicator but aren't good at math or making decisions or you are good at math and making decisions and not a good communicator. And then maybe you don't know how to get a DBA (doing Business AS) name registered in your social security number or in other ways if you are starting a corporation, partnership or whatever you are doing. So, you have to expect to make mistakes your first time out in a business.
Either you underestimated the competition you underestimated how many or how few customers you actually have as opposed to how many you would have liked. (In other words too many customers is just as bad as too few when starting out). For example, with too many customers if you cannot produce what they want fast enough in good order enough they are going to be angry and tarnish the name of your company. So, often having too few customers might be a good thing in that you can slowly grow your business and clientele as you gain expertise in what you are actually doing while gaining wholesalers that you can buy components from to make your product or whatever you are selling. Or it could be a service you are selling. Also, one has to have the right licenses to accomplish many professions.
Also, the way you treat your customers with respect and friendship and how well you take care of them and satisfy their needs the more likely they will come back to buy your product or service or both on into the future. This is also really important to a long term successful business.
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