Launching a new business is one of the single biggest challenges an individual can face. More than 50% of all new businesses fail before their fifth full year. There are many pitfalls that can make even the most well-thought out start-up business model fall short of real expectations. Start-up entrepreneurs can gain insight and advice that can help them achieve early success and keep them from becoming another statistic. It's based on Lonnie's experience with hundreds of start-ups and early stage businesses. The "10 Keys" will help would-be entrepreneurs (and even current small business owners) focus on what's really important to get their business off the ground, avoid the various "minefields" that are out there and on the path to achieving their goals. It's step-by-step advice based on lots of successes and some memorable failures, that can dramatically increase the odds for start-up success.