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    Startup companies can come in all forms, but the phrase "startup company" is often associated with high growth, technology-oriented companies, many of which seek to disrupt an existing market[3] or to create a new market. Investors are generally most attracted to those new companies distinguished by their risk/reward profile and scalability. That is, they have lower bootstrapping costs, higher risk, and higher potential return on investment. Successful startups are typically more scalable than an established business, in the sense that they can potentially grow rapidly with limited investment of capital, labor or land.