In 2017, three individuals (an Iranian-American, an Israeli, and a U.S.-born mutt) came together, wanting to do something about helping people who had the dream of starting their own business. We spent lots of time talking to striving entrepreneurs and business owners — those who’ve succeeded and those who have not — to find out why so many of don't start or if they do, fold so fast. We researched the problems and identified the opportunities. We worked with experts such as leading psychologists at Stanford and Tufts, researchers, mentors, and educators from Babson College, named number one for Entrepreneurship. And, after a long time of listening and understanding, we determined there was a much better way for any individual to start their own business and set themselves up for success.