1. With start ups there's always risk. Invest what you can tolerate or willing to give up. 2. The news cycle can sometimes be slow. 3. Track record of your CEO is important and experience in the niche of the business. 4. On Time Financials show the commitment of the company/CEO. 5. News will come when you least expect it. Increases in PPS as well. 6. Patience is a virtue when investing. 7. People in this day and age want instant gratification and news.