Are we perhaps labelling every new business a “startup” because we like the sound of it? It is time to clear the air – without filters, but with respect for every creator’s vision.

Every day, dozens of people start something of their own: an e-shop, a café, an accountancy firm, a gym. And almost always, they call it a “startup”.

But perhaps we have got a bit confused? Because a startup is not simply a new business. And not being a startup is by no means a disadvantage. On the contrary, it is often the most solid, substantial and sustainable step.

🔍 What is a startup, really?

A startup, according to the international literature and the Silicon Valley mindset, is:

  • A newly established business (yes, but not just because it is new)
  • With an innovative product or service that addresses a market problem
  • And it aims to grow quickly and exponentially, on a global or at least multinational scale
  • With the possibility of seeking funding from investors (VCs, angels, etc.)

And above all: it has model uncertainty, meaning it is still “trying” to figure out whether and how it will work.

📌 If you already have customers, you know what you sell and how, you are not a startup. You are a business. And that is wonderful.

Example:

If I open a bakery → Business

If I open a bakery that operates without staff, with AI kneading live in front of the customer and my aim is to open 2000 bakeries internationally via a SaaS model → Startup

💬 Why does everyone say “startup”?

Because it sells well in communication

Because it sounds “soft” (nicer than “I make websites”)

Because it is considered trendy

Because they think this way they will more easily find funding

But beware: saying you are something you are not can put you in the wrong game. With the wrong expectations. And the wrong KPIs.

🧱 Not a startup? Great. You are a business.

Our country does not need only startup unicorns. It needs:

  • healthy small and medium-sized enterprises,
  • that pay their people,
  • that evolve over time,
  • that improve steadily,
  • and that live – not “burn out” in 12 months.

True innovation is not only in apps. It is in the way you solve problems, cooperate, endure and adapt. And a traditional business can do that too – exceptionally well.

You do not need to be a “startup”. You need to be well structured, useful and sustainable.

If you want to build something that will last, and not just sound nice, we at AFS can help you.

We speak the language of business – startup or not. Because in the end, the difference is not in the name. It is in the plan.

Elina Karamanou CEO | Co-Founder | Business Consultant at AFS