Or C, someone approaches the man and says I will fund you on lucrative terms (better rate than a bank) against owning some of your project and/or says he wants a certain amount of his production for such product as he knows he can also make a further profit as he knows product will be in demand ?
When disruptive businesses started like Microsoft, Yahoo, FB, Apple, Tesla et al, did they go to the bank and bank manager and was asked how many customers do you have ?
No certain financiers funded/seeded them as they could foresee the future and outright demand for their product and were rewarded accordingly, down the road.
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