The theme of this work is entrepreneurship, phenomenon of great accent today, in which entrepreneurship startup has a special part. Particularly technology-based startups have great importance because of the technological development and the growth of other industries. Startups are particular forms of entrepreneurship. However, they are not always successful in its trajectory to become a company indeed. There are failures in this trajectory for different reasons. This research investigates these failures and analyzes the particular case of Peixe Urbano company. The Peixe Urbano began as technology-based startup focused on the modality of collective buying through the internet and became successful company, a pioneer in this segment in Brazil.