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Examples

Any successful venture, really, works to validate this point about keeping prelaunch cash expenditures low. SBS and Iridium both spent enormous sums of cash prior to launch, and both failed. Orion and PTAT both sipped at the capital trough until their risks had been reduced, and only then did their serious capital consumption begin, matched with the capital they had lined up. They both succeeded. Perhaps the lesson is that you really may not have to spend much money at all to bring the right idea to market. Exceptions to the rule? Media. If you are trying to crack a certain number of viewers or readers in broadcast TV or cable TV, the rough rule of thumb is $100 million and 10 years to break even.


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