In today's world the name of the game is competition. Especially when the ever-changing world of technology is bringing the next best thing more often, making the state of the art a thing of past more quickly. However, innovation or having a new idea alone is never sufficient to build and survive a business. It is important to have a priori knowledge about how the new technology or the new product will attract target users. An important question is, �why people should consider this product?� So, the value proposition must be strong. At the same time diffusion of knowledge of the new technology to the target population is always a challenge. More often than not, new entrepreneurs lack the foresight, since �success� never is a straight line; as such a great deal of lessons must be learned the hard way. Some examples will be outlined from a start-up point of view.

Surviving a start-up by innovation

246th National Meeting (2013)

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