Life is not like an episode of the Apprentice: have you ever seen his Lordship deduct the setup costs and salaries of a task-winning team? (Have you ever seen the summarily fired losers complain to an industrial tribunal for unfair dismissal?)  It's a good idea to talk to marketing experts and ideas "examiners" before you get too far along the process of execution - and fall too much in love with your own ideas and spreadsheet forecasts.

Almost every new businesses would probably never happen if everyone involved acted wholly rationally and objectively, there are many issues that those embarking on online projects can usefully bounce off the experienced and battle scarred. We know a few such survivors.