{"id":165806,"date":"2026-05-04T16:49:47","date_gmt":"2026-05-04T14:49:47","guid":{"rendered":"https:\/\/www.startupbusiness.it\/mamazen-is-closing-down-the-start-ups-zenvet-and-micury\/165806\/"},"modified":"2026-05-04T17:45:45","modified_gmt":"2026-05-04T15:45:45","slug":"mamazen-is-closing-down-the-start-ups-zenvet-and-micury","status":"publish","type":"post","link":"https:\/\/www.startupbusiness.it\/en\/mamazen-is-closing-down-the-start-ups-zenvet-and-micury\/165806\/","title":{"rendered":"Mamazen is closing down the start-ups Zenvet and Micury"},"content":{"rendered":"\n<p>The venture builder Mamazen is closing two of its start-ups. This decision has been taken despite market demand and an active customer base; however, despite their positive figures, the two companies lacked the foundations for sustainable growth. <\/p>\n\n<p><strong>\u201cIn Italy, closing a business is still often seen as a personal judgement, whereas elsewhere it is simply a step along the way,\u201d says Farhad Alessandro Mohammadi, CEO of Mamazen (pictured). \u201cThe real failure isn\u2019t closing a business, but failing to learn anything from what has happened.\u201d <\/strong>\u201cThe Mamazen method involves a six-month decision-making window: if, within that period, a project does not show clear signs of scalability, the lack of results is no longer seen as uncertainty, but as information. Halting a project is not a failure; it is an efficient reallocation of capital, time and expertise towards initiatives with greater potential.\u201d <\/p>\n\n<p>Zenvet, a home veterinary care start-up, had monthly revenues in excess of six thousand euros and a base of repeat customers. But the figures also told a different story: the customer acquisition cost was around 120 euros, whilst the average margin per service was around 29 euros, with an average usage frequency of just 1.5 times a year. The aim was to recoup the CAC (customer acquisition cost) within nine months, but reality revealed a structural misalignment that was impossible to correct, even after attempts to evolve the model, introduce subscriptions and expand into B2B. Efforts to evolve the model, from subscriptions to partnerships with veterinary clinics, did not change the situation. Even potentially effective solutions, such as remote consultations, ran into regulatory hurdles, whilst preventative services were not in line with Italians\u2019 habits.  <\/p>\n\n<p>The lesson was simple: customers weren\u2019t using the service enough, and with such low usage, simply improving costs or efficiency wasn\u2019t enough to make the model sustainable. To bring about real change, it would have been necessary to completely rethink the product and the target market. <\/p>\n\n<p><a href=\"https:\/\/www.startupbusiness.it\/en\/balanced-and-micury-the-two-new-mamazen-start-ups\/142169\/\" target=\"_blank\" rel=\"noreferrer noopener\">Micury, <\/a>an on-demand massage platform, had acquired 350 customers in just a few months across Turin and Milan, with a service perceived as being of a very high standard. However, this growth was hampered by a customer acquisition cost of around \u20ac75, compared to a sustainable target of under \u20ac45. The home setting, whilst offering convenience, introduced constant friction: inadequate space, daily unforeseen issues, and difficulties in keeping appointments, leading to postponements and bookings that were never finalised. The attempt to move the service to hotels and accommodation facilities generated interest from partners, but the temporary nature of stays and certain constraints of the business model prevented it from being scaled up.  <\/p>\n\n<p>For Mamazen, however, the closure of these projects did not mark the end of their entrepreneurial journeys. The founders involved have moved on to new ventures; some are now leading new start-ups, whilst others have joined the Mamazen team directly. <\/p>\n\n<p>\u201cStartup Studio is already developing new projects that directly incorporate the lessons learnt from ZenVet and Micury, because the real failure is not learning anything,\u201d adds Mohammadi. \u201cToday, assessing usage frequency and mapping potential resistance among the target audience will be essential for us when launching a new start-up.\u201d <\/p>\n","protected":false},"excerpt":{"rendered":"<p>Insufficient market growth, high customer acquisition costs and poor scalability were the key factors behind the decision<\/p>\n","protected":false},"author":125,"featured_media":165805,"comment_status":"open","ping_status":"open","sticky":true,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1142],"tags":[1137,1136,1361],"companies":[1620],"journalist":[1518],"class_list":["post-165806","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-vc-voice","tag-italy-en","tag-startup-en-2","tag-venture-builder-en","companies-mamazen-en","journalist-editorial-staff-en"],"featured_sizes_urls":{"thumbnail":{"src":"https:\/\/www.startupbusiness.it\/wp-content\/uploads\/2026\/05\/Farhad-Alessandro-Mohammadi_Mamazen.webp","width":150,"height":150,"crop":false,"srcset":false,"alt":"start-up that has closed down"},"large":{"src":"https:\/\/www.startupbusiness.it\/wp-content\/uploads\/2026\/05\/Farhad-Alessandro-Mohammadi_Mamazen.webp","width":268,"height":268,"crop":false,"srcset":false,"alt":"start-up that has closed 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Co-fondatore di Designtech, l\u2019hub di innovazione che avvicina il mondo del design con quello della tecnologia. Advisor di Austrian Business Agency, Emil Banca, Fondazione Symbola, Fondazione Quadrans. Partecipa regolarmente a incontri, convegni, conferenze dedicate all\u2019ecosistema dell\u2019innovazione. E\u2019 stato co-organizzatore degli Italian Innovation Day and Series che si sono svolti dal dal 2016 al 2020 nelle citt\u00e0 di Tokyo in Giappone, Melbourne, Adelaide, Perth, Canberra in Australia e Singapore e co-organizzatore dell\u2019Italy India Innovation Day di AIICP 2021 e 2022. Ha curato il volume \u2018L\u2019innovazione che non ti aspetti. Contesti e visioni per l\u2019impresa\u2019 , l\u2019edizione italiana di \u2018La startup digitale, guida pratica step by step\u2019 e ha scritto la prefazione all\u2019edizione italiana de \u2018La quarta era\u2019 di Byron Reese, ed \u00e8 co-autore di \u2018Cosa e Dove: strategie digitali di ricerca del lavoro\u2019, tutti editi da FrancoAngeli. 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Co-fondatore di Designtech, l\u2019hub di innovazione che avvicina il mondo del design con quello della tecnologia. Advisor di Austrian Business Agency, Emil Banca, Fondazione Symbola, Fondazione Quadrans. Partecipa regolarmente a incontri, convegni, conferenze dedicate all\u2019ecosistema dell\u2019innovazione. E\u2019 stato co-organizzatore degli Italian Innovation Day and Series che si sono svolti dal dal 2016 al 2020 nelle citt\u00e0 di Tokyo in Giappone, Melbourne, Adelaide, Perth, Canberra in Australia e Singapore e co-organizzatore dell\u2019Italy India Innovation Day di AIICP 2021 e 2022. Ha curato il volume \u2018L\u2019innovazione che non ti aspetti. 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