Let us begin by being clear about what a start-up is.A start-up is generally a temporary organization designed to search for a repeatable and scalable business model. It may be a service company for seniors, a technology company or a company selling
a particular product. As a start- up, it does all the work needed to get to and stay in a market and learn what it will take to go from a small business to a medium-sized, fast growing business and then to a large business. A start-up is a temporary since the way it works will not be the way the medium and larger scale versions of the business work. Think of Apple, which began with two
young men building interesting machines and selling them via friends and their social networks, and look at Apple now! Think of Costco / Price Club, which began in 1976 with a single warehouse, and look it at now – a very different kind of global business.
A start-up of this kind is not the same as a small business offering a product in a single market – a one-off business. The strategic intention of a start-up of the kind we are describing here is to move from small to large, from local to national and then global, and from a single product to a range of related products.