Lifestyle business, leave that for those in their second wind not ready to retire but have enough resources they dont need the margins to be high.

Sunk costs associated with ventures should never be considered without an in depth BP; try and find “other money” to invest in your plan- you don’t have to take it- but see if others are willing. That is a great test of your abilities- can you actually find investment money. If you cant sell your business plan to an investor most likely it is not worth the risk.

OK biggest rule - incremental ideas are not businesses they are premiums for someone else’s product.

Scale will kill you if your margin doesn’t scale with it- which requires a long LTV and evergreen demand longer than your CAC. I found the best business are ARR or ROR ones.

Luck to all those who choose this path it is formidable but freeing if you “ click on it “