I think it's relatively easy to sell an idea / concept at this end of the market - seen it done many times. Very, very hard to execute - I think. And only a few people get the dollars in my opinion - mostly the BOD and or other officers of the respective companies.
What started my journey into having great caution around these types of companies was QBL and a poster called Happycats. You should look into those posts (2014 /15) it's an eye opener - I think!