[7] At the beginning, the ultimate goal of a startup its to generate a product with the market fit and the breadth of the company is very narrow. Serial entrepreneurs often ignore the narrow and complicated steps in their second startup and wish to move into more a challenging and exciting part such as "long term-strategy, sales and marketing, company culture and more" instead of starting from a core business idea. [7] The company skips over the crucial details determining their second product's success and assumes what worked the first time will magically repeat itself again.