Startup diving chart
The startup is a dive. There is uncertainties, hence it is called entrepreneurship. The success rate is not high, hence it is difficult. Many first time entrepreneurs never experience it again. Hence veteran's are rare.
The diving chart of the startup process.
The startup process starts by losing money ... you use money to find a product-audience match - a value proposition meeting the value seeker. This is indicated by the fact that you reached in the bottom of the dive. Many people never find the sale. Once you find the sale, you need to plan on the spot, and decide if you could make profit, and if your company can use this sales relationship to draw revenue and life line.