We have a start-up in the works. The technical side is fairly easy, and many people could do it. Our value is built on the non-technical stuff, which relies on a network of people and resources that have taken years to develop. We've also done our homework, discreetly, so we really aren't worried about having to pivot dramatically on day one or about not being able to handle running costs for long enough to establish the product.
The biggest risk in our business plan is that we are relying to some extent on time over money, because we're self-funded. We know of no-one making a similar product to us, but there are businesses making other kinds of products that would naturally compete for the same money from the same customers, which makes us mutual threats. If one of them heard what we were planning, they could throw way more money than we currently have into moving sideways, and potentially sabotage our network before we reach critical mass, even if they didn't then establish an equivalent product themselves.
Given the nature of the markets involved, there is a very real prospect of that happening. If you were in our position, would you not keep things quiet until that window had passed?