On offer is a belief system that promises to upend the status quo, to change the world and take you with it. Investors commit at different levels from different places, but everyone involved belongs to a unified cause. Once in, you're a team of heroic proportions, larger than life.
Feeling like she's always running in circles, Anali runs a small weaving microbusiness, studies accounting at university, and cares for her partner and daughter at home. She left her rural village and is already banking on a brighter future for herself and her kids.
For 100 years the world has been on a fairly consistent march towards more and more free enterprise, and deeper and more sharp edged caverns of capitalism. And for approximately 80 of those years, most of the developed world was not on a bad path.
To think "a priori" about the likely market and business model characteristics will maximize the likelihood of success or, at least, make the challenges more explicit and therefore help manage expectations.