Are we calling every new business a “startup” just because we like the sound of it? It’s time to clear things up – without filters, but with respect for every creator’s vision.

Every day, dozens of people start something of their own: an e-shop, a café, an accounting firm, a gym. And almost always, they call it a “startup.”

Μήπως όμως το έχουμε μπερδέψει λιγάκι;
Γιατί μια startup δεν είναι απλώς μια καινούρια επιχείρηση. Και το να μην είσαι startup δεν είναι καθόλου μειονέκτημα. Αντίθετα, είναι πολλές φορές το πιο στέρεο, ουσιαστικό και βιώσιμο βήμα.

🔍 What a startup really is

According to international literature and the Silicon Valley mindset, a startup is:

• With an innovative product or service that solves a real market problem
• Με καινοτόμο προϊόν ή υπηρεσία που απαντά σε ένα πρόβλημα της αγοράς
• That aims to grow rapidly and exponentially, on a global or at least multinational scale
• Likely to seek funding from investors (VCs, angels, etc.)
• And most importantly: it still faces model uncertainty — it’s still figuring out if and how it works

📌 If you already have customers, you know what you’re selling and how, you’re not a startup. You’re a business — and that’s perfectly fine.

 Example:

• If I open a bakery → it’s a business.
• If I open a bakery that runs without staff, uses AI to knead dough live in front of customers, and my goal is to open 2,000 bakeries worldwide through a SaaS model → that’s a startup.

💬 Why does everyone say “startup”?

• Because it sounds good.
• Because it sells.
• Because it feels trendier than saying “I built a website.”
• Because people think it will make funding easier.

But be careful: calling yourself something you’re not can put you in the wrong game — with the wrong expectations and the wrong KPIs.

🧱 Not a startup? Perfect. You’re a business.

Our country doesn’t just need startup unicorns. It needs:

• Healthy small and medium-sized enterprises,
• That pay their people,
• Grow steadily over time,
• Improve continuously,
• And survive — they don’t burn out in 12 months.

Real innovation isn’t only found in apps. It’s in the way you solve problems, collaborate, adapt, and endure. And that can be done brilliantly by a traditional business too.

You don’t need to be a “startup.” You need to be well-structured, useful, and sustainable.

If you want to build something that lasts — not just something that sounds good — we at AFS can help.

We speak the language of business — startup or not. Because in the end, the difference isn’t in the name. It’s in the plan.

Elina Karamanou CEO | Co-Founder | Business Consultant at AFS