Are you an entrepreneur looking for great entrepreneur business ideas to start your next venture? Are you ready to stop working every day and make decisions? Not so fast! To start a small business, you need more than a great idea. You need to find a profitable niche that will last to keep the money coming in and the fire going.

So, how do you even start? Do not worry about it. I’ve got your back with 10 entrepreneur business ideas that are primed for success in 2024.

Table of Contents:

Profitable Entrepreneur Business Ideas for 2024

Starting a new small business is an adrenaline rush, but getting lost in the sea of possibilities is easy. To help you navigate these uncharted waters, I’ve compiled a list of the most popular small business ideas primed for success in 2024.

These profitable small business ideas cover a wide range of industries and talents, ensuring a winning option for every aspiring entrepreneur. So whether you’re a coding prodigy or an artistic visionary, buckle up and let’s uncover the small business idea possibilities that await.

Entrepreneur Business Ideas: Online Coaching and Consulting

If you have expertise in a particular field, why not share your knowledge with others? Online coaching and consulting have exploded in recent years, and for good reason. With the rise of remote work and digital communication, connecting with clients worldwide is easier than ever.

Are you a whiz at business strategy and personal development, or do you have a knack for a specific niche? A virtual coaching business might be your calling. People are eager for online guidance, and with low overhead costs, it’s a golden opportunity for budding entrepreneurs to make their mark and start their small businesses.

Entrepreneur Business Ideas: E-commerce Store

If you’re looking to cash in on the e-commerce boom, now’s the time to start your own small business online store. With global sales set to hit a whopping $6.5 trillion by 2023, you can tap into a massive audience and keep your virtual doors open around the clock.

The key is to find a niche market and offer unique, high-quality products. Whether you create your own products or curate a selection from other brands, an e-commerce store can be a lucrative small business venture for entrepreneurs.

Entrepreneur Business Ideas: Mobile App Development

We live in a mobile-first world, and the demand for innovative apps shows no signs of slowing down. If you have a knack for coding and a great idea, mobile app development could be your ticket to entrepreneurial success.

From productivity tools to gaming apps, there are endless possibilities in the small business app market. Plus, with the rise of low-code and no-code development platforms, even those without extensive programming skills can get in on the action.

Entrepreneur Business Ideas: Social Media Management

Social media is essential to any modern business strategy, but managing multiple platforms can be time-consuming. That’s where social media management services come in.

As a social media manager, you’ll help small businesses create and curate engaging content, interact with followers, and analyze metrics to optimize their social media presence. It’s a great option for entrepreneurs who are creative, organized, and deeply understand social media trends.

Entrepreneur Business Ideas: Virtual Event Planning

The pandemic has fast-tracked the move to virtual events, and this shift is set to persist long after in-person meetings are back on the agenda. As a savvy small business event planner, you’ll be the secret weapon for companies and groups wanting to create online experiences that wow—think conferences, workshops, and networking events that leave attendees buzzing.

To excel in small business virtual event planning, you’ll need a sharp eye for detail, a talent for organization, and the ability to craft engaging online experiences. You can turn this small business idea into a profitable and fulfilling venture with the right skills and tools.

Entrepreneur Business Ideas: Dropshipping Business

Dropshipping is a small business model that allows entrepreneurs to sell products without holding inventory. When a customer orders, the dropshipper contacts the supplier, who then ships the product directly. It’s a low-risk, low-cost way to start an online small business.

I’ve seen firsthand how dropshipping can be a profitable venture. The trick is to be selective with your products and suppliers and then put effort into marketing your store effectively.

One of the best things about starting a dropshipping business is the flexibility it offers. You can run your store from anywhere worldwide, as long as you have an internet connection. Plus, you can test out different product ideas without the risk of holding unsold inventory.

Sure, dropshipping has its fair share of obstacles, just like any other business. Staying ahead of the curve, tackling customer service issues head-on, and standing out in a sea of online competitors—it’s all part of the journey. But with a solid strategy and an unwavering spirit, your dropshipping small business venture can be the gateway to achieving your online business entrepreneurial aspirations.

Ready to enter the world of dropshipping? Follow these simple steps to get your small business up and running quickly.

  1. Choose a niche market and research products that are in demand.
  2. Find reliable suppliers who offer quality products and good customer service.
  3. Set up an online store using a platform like Shopify or WooCommerce.
  4. Create compelling product listings with high-quality images and descriptions.
  5. Market your store through social media, email marketing, and other channels.

Remember, success in dropshipping (or any small business) takes time and effort. But with persistence and a willingness to learn, you can build a profitable online store that allows you to be your own boss and pursue your passions.

So, what are you waiting for? Start brainstorming dropshipping ideas today and take the first steps towards launching your own successful small business in 2024.

Key Takeaway: Dive into the world of entrepreneurship with these hot ideas for 2024. From online coaching to e-commerce, there’s a gold mine waiting. Got expertise? Share it through coaching. Love tech? Develop an app or manage social media. Into events? Go virtual. Plus, dropshipping offers a low-risk way to sell online.

Entrepreneur Business Ideas: Subscription Box Service

Subscription boxes are all the rage these days, and for good reason. Who doesn’t love getting a box full of goodies delivered right to their doorstep every month?

Listen, I’ve been around the block regarding subscription boxes. Beauty products, snacks, pet supplies—you name it, I’ve probably tried it. But there’s just something magical about the anticipation of opening up a box filled with goodies picked out specifically for little old me.

Thinking about starting a subscription box business? You’ve picked the perfect moment. Consumers are hungry for innovative subscription box ideas, and the market is far from saturated.

Ready to enter the small business world of subscription boxes? These handy tips will help you start a subscription box that truly shines. From curating unique products to creating a memorable unboxing experience, you’ll be well on your way to success.

  1. Find your niche. What are you passionate about? What unique perspective can you bring to the subscription box game? Maybe you’re a wellness guru who wants to curate boxes full of supplements, self-care products, and healthy snacks. Or perhaps you’re a mindfulness maven who envisions monthly boxes with journals, meditation aids, essential oils, and soothing teas. The key is to tap into your expertise and create a box that speaks to your target audience.
  2. Source amazing products. Your subscription box is only as good as the items inside it. Take the time to research and curate products that align with your theme and provide real value to your subscribers. Don’t be afraid to think outside the box (pun intended) and include a mix of well-known brands and hidden gems.
  3. Create an unforgettable unboxing experience. In the world of subscription boxes, presentation is everything. Consider your packaging, from the box design to the product arrangement inside. Include personalized touches like a handwritten note or custom tissue paper. The goal is to make subscribers feel like they’re unwrapping a special monthly gift.

I’ll be honest: starting a subscription box for a small business takes some serious elbow grease. Sourcing products, designing your box, and marketing your service require time and money. But if you’re willing to work, the potential payoff is pretty darn sweet.

Subscription boxes have the power to build a loyal customer base and generate recurring revenue. Plus, there’s something incredibly fulfilling about curating a collection of products that brings joy to people’s lives month after month.

So, what are you waiting for? Start brainstorming those subscription box ideas and making your entrepreneurial dreams a reality. With a little creativity and a lot of heart, you could be the next big name in the subscription box game.

Entrepreneur Business Ideas: Print-on-Demand Business

Attention entrepreneurs: print-on-demand is the ultimate low-risk, high-reward small business idea you’ve been searching for. Imagine selling custom products without the hassle of managing inventory—it’s a game-changer.

Here’s how it works: You create designs for products like t-shirts, mugs, phone cases, and more. When a customer orders, your design is printed on the product and shipped directly to them. You never have to worry about storing or managing stock.

As someone who’s known the print-on-demand business for ages, let me tell you: it’s a game-changer. You can turn those creative ideas into money-making products without emptying your wallet.

Alright, I see you eyeing that shiny, print-on-demand small business opportunity. Before you cannonball into the deep end, though, I have a handful of pro tips to help you navigate these waters like a seasoned captain. Lend me your ear for a second.

  1. Find your niche. Like subscription boxes, it’s important to identify your target market and create designs that resonate with them. Maybe you want to focus on funny t-shirts for dog lovers or inspirational mugs for entrepreneurs. The more specific you can get, the better your small business will thrive.
  2. Invest in quality designs. Your designs are the heart and soul of your print-on-demand business. Take the time to create eye-catching, high-quality graphics that people will be proud to wear or display. If design isn’t your strong suit, consider hiring a freelance artist to bring your ideas to life.
  3. Choose the right print-on-demand platform. Plenty of print-on-demand services exist, each with its own strengths and weaknesses. Do your research, and select a platform that aligns with your business goals and offers your needed products and features. Some popular platforms include Printful, Redbubble, and Society6.

Of course, starting a print-on-demand small business isn’t without its challenges. You’ll need to invest time and effort into marketing your products and building a strong brand presence online. And there’s always the risk that your designs won’t resonate with customers.

But here’s the thing: The potential rewards far outweigh the risks. With print-on-demand, you can test new ideas and pivot quickly if something isn’t working. Plus, the start-up costs are minimal compared to traditional product-based small businesses.

Print-on-demand might be the perfect fit if you’re bursting with creativity and have always wanted to run your own show. With some elbow grease and a lot of passion, you can build a thriving online business that lets your imagination run wild.

Seeing your designs on actual products is an incredible feeling that never fades. Knowing that you made it happen is truly special, no matter how many orders you get.

Ready to turn your creativity into cash? Brainstorm some print-on-demand ideas and take that first leap of faith. Your passion project could be the next viral sensation everyone’s raving about.

Key Takeaway: Jump into the hot subscription box trend by finding your niche, curating amazing products, and crafting an unforgettable unboxing experience. Or dive into print-on-demand to turn creative designs into profitable, hassle-free products. Both paths offer exciting ways to build a loyal customer base and make your entrepreneurial dreams come true.

Entrepreneur Business Ideas: Online Course Creation

Want to know a secret? You can turn your knowledge and skills into a profitable online course business. You can create and sell online courses on just about anything, from DIY hacks to copywriting to gardening. If you’ve got expertise to share, there’s an audience willing to pay for it.

I’ve known about the online course game for a while now, and let me tell you, it’s a game-changer. You don’t need fancy equipment or a film crew to get started. Your smartphone and a quiet room will do the trick. Platforms like Udemy, Coursera, and Skillshare make it easy to build and market your courses to a wide audience.

The Key to a Successful Online Course Business

Here’s the deal: if you want your online course business to take off, you need to pinpoint what sets your knowledge apart and package it up in a way that genuinely benefits your students. Google’s got plenty of free information, so don’t just rehash that. Give them something they can’t get anywhere else: your distinctive viewpoint, been-there-done-that wisdom, and step-by-step guidance.

When my friend created his first online course, he was nervous about how it would be received. However, by focusing on delivering genuine value and engaging with his students, he built a loyal following and generated a steady stream of passive income. It’s incredible to wake up to sales notifications and positive reviews from students whose lives you’ve impacted.

Strategies for Marketing Your Online Course

Of course, creating a great course is only half the battle. You also need to get it in front of the right people. That’s where smart marketing comes in. Leverage your existing network and social media presence to spread the word. Collaborate with other experts in your niche to cross-promote each other’s courses.

Don’t be afraid to invest in targeted ads on platforms like Facebook and Instagram. A little paid promotion can go a long way in attracting new students to your course. And once you’ve got a few satisfied customers, encourage them to leave reviews and testimonials. Social proof is powerful in the online course world.

Entrepreneur Business Ideas: Freelance Writing and Editing

Freelance writing and editing is not just a job; it’s a lifestyle. One that I’ve embraced wholeheartedly for years. Starting a freelance writing business offers the opportunity to work with diverse clients and the satisfaction of seeing your words come to life—it’s an experience like no other.

Listen up, you don’t need a fancy schmancy degree to make it as a freelance writer. I’ve met writers from all walks of life—marketing gurus, psych majors, and even engineers who traded in their hard hats for a keyboard. The secret sauce? Crafting content that hooks your audience and reels ’em in. It’s all about the words!

Finding Your Niche as a Freelance Writer

You must zero in on your sweet spot to make it big as a freelance writer. What gets your heart racing? What industries have you been around the block with? Carving out your small business corner of expertise lets you strut your stuff as the go-to guru, raking in the big bucks for your word wizardry. Concentrating on these niches allows you to draw in clients who appreciate your knowledge and gladly pay top dollar for those services.

Building Your Freelance Writing Portfolio

Of course, getting those first few clients can be a challenge. That’s where your portfolio comes in. Even if you don’t have any paid writing experience, you can still create sample pieces to showcase your skills. Start a blog, write guest posts for other websites, or offer to write for free for a nonprofit organization.

Ready to expand your client base? Don’t be shy; reach out to potential clients with a personalized pitch that showcases how your writing skills can help them succeed. Get out there and network in-person and online to connect with fellow freelance writers and prospective clients who need your expertise.

Remember, success as a small business freelance writer doesn’t happen overnight. It takes hard work, persistence, and a willingness to improve your craft continuously. But if you’re passionate about writing and ready to put in the effort, the financial and personal rewards are well worth it.

Key Takeaway: Turn your expertise into cash by creating online courses. You don’t need much to start a small business—just a smartphone and some know-how. Market smartly, using social media and ads, to teach eager learners worldwide.Dive into freelance writing without needing a fancy degree. Find your niche, build a killer portfolio, and pitch directly to clients. It’s hard work but pays off with flexibility and fulfilling projects.

Entrepreneur Business Ideas: Virtual Assistant Services

If you’re drowning in emails, struggling to keep your calendar straight or need extra hands to handle the data entry and customer service, a virtual assistant might be your new best friend. And let’s not forget about social media management because who has time to keep up with all those hashtags and algorithms?

With the growing trend of remote work and the need for efficient small business operations, virtual assistant services are expected to be in high demand in 2024. Entrepreneurs with strong organizational skills and a diverse skill set can build a thriving virtual assistant small business.

What does it take to become a virtual assistant?

Are you ready to become a virtual assistant? First, you’ll need a dependable computer, a fast internet connection, and a workspace free from distractions. Stellar communication skills are a must, too, both in writing and over the phone. After all, you’ll be working closely with clients day in and day out.

You’ll want to know your way around Microsoft Office, Google Suite, and project management tools to keep things running like a well-oiled machine. And if your services require it, don’t be afraid to splurge on some additional software; it could make all the difference.

How to start a virtual assistant business

To start your virtual assistant small business idea, follow these steps:

  1. Determine your niche and the services you’ll offer
  2. Set up a professional website and social media profiles
  3. Establish your rates and create service packages
  4. Network with potential clients and market your services
  5. Deliver high-quality work and maintain strong client relationships

As your enterprise flourishes, ponder the benefits of enlarging your team and delivering supplementary virtual assistant services to accommodate the progressing demands of your clientele.

Entrepreneur Business Ideas: Podcast Production and Hosting

Podcasting has exploded in popularity in recent years and shows no signs of slowing down in 2024. Entrepreneurs can capitalize on this trend by starting their own podcasts or offering podcast production and hosting services.

Entrepreneurs with the right equipment, editing skills, and engaging content can cultivate a dedicated audience and turn their podcast into a money-making machine through sponsorships, advertising, or premium content. Moreover, providing podcast production services to small businesses and individuals eager to start their own shows can be a lucrative business opportunity.

What do you need to start a podcast?

To start a podcast, you’ll need:

  • A high-quality microphone and recording equipment
  • Audio editing software, such as Adobe Audition or Audacity
  • A quiet recording space with good acoustics
  • A podcast hosting platform to store and distribute your episodes
  • A website or landing page for your podcast

Consistency and quality are the pillars of a successful small business podcast. Invest your energy in developing a well-planned content strategy, an engaging format, and a reliable release schedule that your audience can count on.

Monetizing your podcast business

Monetizing podcasts is fairly straightforward. A common online business model for podcasters is to offer a shorter, free version of the podcast alongside a longer, more in-depth paid version. You can also develop super niche podcasts that cater to a specific audience willing to pay for unique, exclusive content.

Once you’ve built up a following for your podcast, consider monetizing through merchandise sales or live recordings. Podcasting is an excellent small business idea if you like media. Audio content consumption is rising, and advertisers are constantly seeking fresh podcasts to partner with.

Some podcasts build large enough audiences to become legitimate multi-million dollar businesses. With dedication, quality content, and effective marketing, your podcast business can thrive in 2024 and beyond.

Key Takeaway: Virtual assistant services and podcasting will be hot business idea trends for entrepreneurs in 2024. Dive into virtual assistance with top-notch organizational skills or spark a podcast to captivate audiences. Both paths promise growth and require tech-savvy and creative flair. Start by pinpointing your niche, then market aggressively to build your brand.

Entrepreneur Business Ideas: Eco-Friendly Product Sales

As shoppers become increasingly aware of their environmental footprint, the demand for green products is skyrocketing. Eco-friendly businesses are popping up everywhere, catering to this growing market of sustainability-minded consumers.

From reusable straws and biodegradable packaging to organic skincare and sustainable fashion, there are countless business idea opportunities to create or curate eco-friendly products.

Want to make a difference while making a profit? Align your business with green values and inspire others to live sustainably—it’s a win-win.

In fact, many Shopify makers started out with a home business idea, selling on Etsy or eBay or to friends and family through word of mouth, and grew into full-time small business owners after establishing demand for their products.

Just be mindful of any regulations in your product category, especially for anything customers will eat, inhale, or put on their skin.

An eCommerce business selling eco-friendly products can be extremely profitable when done right. Choosing the right eCommerce platform is vital for the success of your sustainable business idea.

WooCommerce, Shopify, Oberlo, etc. are popular platforms you can try for your green business opportunities. In particular, Shopify is one of the best platforms for creating an eco-friendly product store for your business idea.

Budding entrepreneurs can acquire services from Shopify for free for 3 days and $1 for the first month. Some trendy eco-friendly products to sell include reusable bags, bamboo toothbrushes, solar-powered gadgets, and organic cotton clothing.

Find a specialty that speaks to your heart to make your mark in the eco-friendly space. Do some digging to spot opportunities for one-of-a-kind products that fill a genuine need.

Next, find top-notch, eco-friendly products from trusted vendors or design your own earth-friendly line. Spread the word on your site and social media about why shoppers should go green, building a dedicated tribe of conscientious consumers.

With the right products, marketing strategy, and commitment to sustainability, selling eco-friendly products can be a fulfilling and lucrative small business idea for entrepreneurs in 2024 and beyond.

Entrepreneur Business Ideas: Personal Shopper and Stylist

Personal shopping and styling services are a lifesaver for those who want to look their best but don’t have the time or know-how. Savvy entrepreneurs with an eye for fashion and a knack for understanding what makes people tick can build a thriving small business idea, helping others elevate their style.

Personal shoppers and stylists can help clients look and feel their best by offering personalized recommendations, wardrobe audits, and shopping assistance. In 2024, the desire for unique and curated fashion experiences is expected to drive the growth of this business idea.

Ready to become a personal shopper? Start by crafting an impressive portfolio highlighting your unique style and fashion know-how. Offer complimentary consultations to potential clients to get a feel for their tastes, needs, and budget; it’s the perfect way to showcase your expertise and build trust.

Want to be a fashion insider? Befriend the boutiques, designers, and brands in your area. They’ll clue you in on the hottest trends and give you special discounts to wow your clients. Instagram and Pinterest are your catwalks; strut your stuff and watch new customers flock.

As your small business idea grows, consider expanding your services to include virtual styling sessions, group shopping events, or even launching your own clothing line. The key to personal stylist success is staying attuned to your client’s needs and continually adapting to the ever-changing fashion landscape.

One innovative way to stand out in personal shopping and styling is to specialize in eco-friendly and sustainable fashion. As consumers become more conscious of their fashion choices’ environmental impact, there is a growing demand for stylists who can curate fashionable and sustainable wardrobes.

Join forces with sustainable fashion brands and show your customers the perks of eco-friendly clothing; you’ll corner a growing market while doing your part to green up the fashion world.

Personal shoppers and stylists are using the latest tech to level up their game. Virtual styling apps and AI-powered fashion advice let them reach more people than ever before, dishing out personalized recommendations like pros.

Staying ahead of the curve is easy when you monitor the latest tech advancements. Incorporate them into your business plan model and watch your clients’ jaws drop at your cutting-edge service.

With a passion for fashion, a keen eye for detail, and a commitment to delivering exceptional service, starting a personal shopping and styling business can be a rewarding and profitable venture in 2024 and beyond.

Key Takeaway: Selling eco-friendly products taps into a growing market of environmentally conscious consumers. Find your niche, source sustainably, and use platforms like Shopify to launch. Success hinges on aligning with green values and educating customers.Starting a personal shopper and stylist business caters to the demand for personalized fashion guidance. Build relationships, leverage social media for visibility, and consider specializing sustainably or using tech to enhance services.

Entrepreneur Business Ideas: Online Tutoring and Education

If you have expert-level knowledge in a particular field of study, becoming a private tutor can be smart. Globally, the booming online tutoring market expects massive growth until 2030.

That’s largely because there are very few limitations on when and where you can teach lessons. Video chats have made it simple to conduct sessions with potential students worldwide, or you can focus on in-person classes in your hometown.

Rates can range from $25 to $80 per hour, depending on your experience. Some tutors even factor in travel costs when taking in-home appointments.

The best part is that you can provide this type of service virtually, either online or physically. And you can teach just about anything: maths, economics, piano, swimming, etc.

Tutorme is your go-to platform for connecting with clients who are actively searching for the services you offer.

Online Tutoring is a Great Business Idea

Redditors consider online tutoring a great small business idea, especially as a side hustle. Rokk, on a thread in the r/tutoring community, suggested that they charge £30 ($37.7) per hour to tutor online, while their peers charge somewhere between £40 ($50.3) and £50 ($62.9) per hour.

To back up Redditor’s tutoring claims, let’s look at Zhang Bangxin, a prominent name in the industry. Zhang Bangxin is the co-founder and chairman of TAL Education Group (NYSE:TAL), an education services provider that went public on the New York Stock Exchange in 2010.

As of May 6, 2024, Bangxin’s net worth is $2.6 billion. The billionaire started his career as a teacher but later identified the need to integrate the internet and technology into the education business.

Whether you’re a kid, adult, or professional, we’ve covered you with our wide selection of courses. From beginner to advanced levels, you can learn in person with a group or online at your own pace.

Tutoring is an Excellent Home-Based Business Idea

Tutoring is an excellent home-based business idea. Students of all ages and abilities sometimes need a tutor.

Whatever you’re good at — or excelled at in school — you can offer your expertise to others and be paid well for it. Select the subject matter, age, and skill level you’re most comfortable working with, and offer in-person or online sessions, individually or in groups.

While tutoring often takes place in person, you can also share your subject expertise to groups of people online by teaching online masterclasses. Decide what skill or activity you’ll teach and advertise your services online or through local Facebook groups.

Why limit yourself to teaching accounting or dance? Unleash your inner chef or sommelier and lead exciting cooking and wine tasting workshops.

Promote Your Tutoring Services to Get Clients

Tutoring schoolchildren or adults who want to learn a new skill can bring in extra income outside of your regular working hours. You might be great at math, playing the drums, or speaking French, so why not teach others?

Promote your tutoring services on local Facebook groups and nearby schools to get the word out and build your client base. If you plan to create courses for your students, start by watching this guide to making online courses.

Create and Sell Online Courses

If you possess a skill that you can effortlessly teach others, why not capitalize on it? Dive into the world of online course creation and start earning money by sharing your expertise with eager learners.

And you can teach just about anything: DIY hacks, copywriting, how to fix broken stuff, gardening, etc.

You don’t need expensive filming gear to get started; your smartphone is enough.

Udemy, Coursera, Skillshare, and other course building platforms are good places to start.

Key Takeaway: Jump into online tutoring or create and sell courses in your area of expertise for a profitable side hustle. With platforms like Udemy and Coursera, getting started is easy. You can teach anything from math to gardening, making this a flexible way to earn extra cash.

Conclusion

And there you have it, folks—10 entrepreneur business ideas that are ripe for the taking in 2024.

Whether you’re drawn to the world of e-commerce, have a knack for virtual events, or want to tap into the power of podcasting, there’s an opportunity out there with your name on it.

Alright, let me give you the inside scoop on hitting it big. It’s not about latching onto whatever’s trending. The real magic happens when you find that incredible overlap between your natural talents, the stuff that lights you up, and the solutions the market is searching for.

Are you ready to make your entrepreneurial vision a reality? Breathe in, listen to your instincts, and dive in headfirst. With unwavering commitment, a well-crafted strategy, and a healthy dose of hustle, success is yours for the taking.

Now, go out there and make your mark on the world, one entrepreneur business idea at a time!

Subscribe to my LEAN 360 newsletter to learn more about startup insights.

Author

Lomit is a marketing and growth leader with experience scaling hyper-growth startups like Tynker, Roku, TrustedID, Texture, and IMVU. He is also a renowned public speaker, advisor, Forbes and HackerNoon contributor, and author of "Lean AI," part of the bestselling "The Lean Startup" series by Eric Ries.