Think about what the overall purpose of your company is, as well as whether or not it actually satisfies a strong market demand. Companies that are driven by purpose always end up retaining and attracting the right talent, as well as driving profits and maintaining customer loyalty.

Business Model

Take a moment to think about how you will make money and whether or not the amount’s enough to keep your startup growing. Determine whether or not your business is actually sustainable.


Whether you’re dealing with friction types like market, expected, or latent – all of which can turn into amazing investment opportunities – it’s important to determine exactly what type of friction you’re working to solve.

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