March 12, 2021 "Unfortunately, a good idea plus passion are not the only ingredients in building a long-term, sustainable business." This article and accompanying presentation, published by the Media Development Investment Fund (MDIF), explore some of the questions media entrepreneurs should ask themselves when launching a startup or when transitioning from non-profit to for-profit status. In particular, the author looks at some of the basic truths that, in MDIF's experience, need to be considered around issues such as product, finance, positioning, audience, and access to markets. As stated in the article, "Media is a business, and just like any business, the fundamental skills one needs remain pretty much the same - these range from the reason you became an entrepreneur to critically analyzing your market to knowing your audience and knowing how to make the business sustainable. The best way to arrive at these fundamental truths is to not have a set of prescriptive instructions, but rather asking the right questions because the right answer will always be contextual."