The Cat Café Dream, A cat lover has opened a themed café with elaborate décor and imported cat furniture. Social media likes are growing fast, but daily sales are low. The owner plans an expensive TV ad campaign and refuses to consider broadening into a general coffee shop because “the online buzz proves it will work.”, The Instant Translator Watch, Two university graduates are building a smartwatch that can translate any language instantly. They are confident it will be ready in six months despite limited experience building hardware. They base their timeline on a similar mobile app they once developed at a hackathon., The Luxury Dog Hotel, A small team has invested heavily in a luxury boarding hotel for dogs. After a slow first year, bookings are minimal, but the team says, “We can’t close now — we’ve spent too much already, and things are bound to improve.” They are considering adding costly spa services for pets to attract more clients., The Eco-Friendly Toothbrush Subscription, An entrepreneur launches a bamboo toothbrush subscription service. Sales are slow, but they only read reviews from customers who love it and ignore several detailed complaints about the design - “Probably trolls or fake reviews from competitors.” They are preparing to expand into five new countries next year., The Drone Pizza Delivery Service, A start-up wants to deliver pizzas by drone. They estimate they can roll it out citywide in just three months. Local laws about drones are still unclear, but they believe “by the time we launch, it will all be sorted out. If we wait, someone else will do it first.”, The Student VR History App, A small team is building a VR app that lets students “walk through history.” Development is behind schedule, but the founders keep promising schools a release “next term” without adjusting deadlines. They also reject advice to cut features., The Organic Seaweed Snack Bar, Two friends have been making seaweed snack bars for two years. The bars are nutritious but sales are flat, but they don’t want to stop because they’ve invested too much time and already have 10,000 bars in storage. They are considering investing more money to create new packaging that will be more attractive and stand out in store shelves., The Urban Indoor Farm, A young entrepreneur rents a large warehouse to grow vegetables indoors for city restaurants. The rent is high, and sales haven’t started yet, but they are convinced it will succeed because all their friends say it’s “a brilliant idea.” They ignore reports of cheaper imports, because they believe people will want to buy locally produced food.

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