Startup Beat

Guest author: Gayle Jennings-O’Byrne, Founder, WOCSTAR Capital

Entrepreneurs chasing small, niche markets are overlooking an incredible opportunity in the form of billions of dollars in green technology funding just waiting to be claimed. But to benefit from these funding streams, today’s innovators—and investors—need to think bigger.

Too often, entrepreneurs focus their business acumen on resolving minor, personal challenges and then tack on a big number to describe the market size and potential. They create a clever solution for a common inconvenience or try to fill a regional gap with needed retail or service ventures. Both are entirely viable business ideas, but these businesses often fail to reach the scale that would entice investments from many major venture capitalists. The business model may not allow for scale, or the product offering is simply too niche. Entrepreneurs of color especially fall into this trap, pursuing business opportunities that bring their cultural

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