New investor, page-7

It’d be pretty bizarre to imagine that as soon as a company such as this comes into existence their products would immediately be snapped up.  Products have to be made market ready, they have to be marketed, then the large-scale projects for which these products are best suited have to go through lengthy planning before contracts come in.  That’s years, not weeks or months.  It’s also more standard than not.

Further, it takes time to build market confidence that you’ll be around long enough to support the product over its lifecycle.  A lot of developers will want to be convinced of this 

 before selecting a product.  Again, that takes time and patience.  One way to do it is to licence to existing players or enter partnerships, which is what we’ve seen.  Then there’s building perception and familiarity, which is happening through display installations.  

IMO the only way to approach investments in startups such as this is to spread a high-risk portfolio allocation across a number of promising companies.  Assume that a significant portion will not ultimately survive and factor in the required average return from the ones that will to recoup the losses on the ones that will and then some, selecting those investments accordingly.  Then the ones that don’t survive aren’t ones you get burnt on, but expectations within your overall strategy.