The beginning of every new business is strongly characterised by the enthusiasm for the ideas and visions of the founders. As an orientation phase, there is at the same time a great deal of uncertainty, as the team first has to form itself. There is still a lack of clarity about the type of cooperation, common goals, values, roles and responsibilities, as well as about the prioritisation of tasks and about all essential processes.

Most start-ups do not survive this first phase without support since they want to do too many things at the same time and in their enthusiasm it is too difficult for them to say "no". In result they often lack the clear focus they need to complete a "Minimum Viable Product" and a successful "Proof of Concept" before their funding runs out.