I think that good business is a business which serves/perfoms for the satisfaction of its consumers. But not every good business can be successful. And when your business fails never give up, because failing gives you a better experience, and leads you to being more successful.
Business sells satisfaction, be it quality, service, price, or after-sales satisfaction. That's the point. But that can all be done after the business runs. The main difficulty is getting started, because getting started is the first step. To reach the top ladder we have to start from the first ladder. To know the world of bitcoin, we must be part of the bitcoin trade. Without that, it's impossible. The problem of profit or loss is another story. Even failure makes us smarter.