David Sullivan has apologised to West Ham's fans following the 3-2 defeat at home to Leicester.
The Hammers' joint-chairman gave manager Slaven Bilic a stark warning last week, following the 3-2 loss at Bournemouth, that they had to stop conceding early goals.
It seems the message did not get through, though, as they found themselves 2-0 down after just seven minutes.
Sullivan now admits West Ham's next three games are "vital" as they try to arrest their slide.
"I think all we can do after Saturday's defeat is say is 'sorry' to the supporters," he wrote on the club website.
" To be 2-0 down after seven minutes of any football match, be it in the Premier League or in your local Sunday League, makes it very difficult to get a positive result.
"In parts of the second half we were very good. But, we need to be good before we are losing.
"We have to find out why we are conceding so many goals and fix it because it is obviously harder to win games when you concede two or three goals in a game than if you keep a clean sheet.
"The next few games now become vital for our season. We go to Hull City, then to Arsenal, before we welcome Swansea City to London Stadium."
Goals from Riyad Mahrez and Robert Huth put Leicester in control and Jamie Vardy added a third after Manuel Lanzini pulled one back.
Andre Ayew made it a nervy finale for the Foxes but they held out thanks to two stunning saves from Kasper Schmeichel to thwart Andy Carroll.
Despite their troubles this season Leicester are the only side yet to drop a point from a winning position, and Huth admitted their first away win has been a long time coming.
"We were due an away win, so it's good to come back with the three points," the defender told Leicester's website.
"I always felt we just needed to get 1-0 up in a game. It's something we've done all season - once we go ahead, we don't tend to lose games.
"We made it a bit harder at the end and we were hanging on a bit. Perhaps we could have wrapped the game up earlier, but we got there."