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Presented at the IEEE Gold "Learn Startup" event, held in Cyprus in November, 2012. This talk discusses about the challenges, risks and issues of elevating an idea into a business. Based on a real case study, the creation of Elevate-Me Promotions Ltd, which is the first company that brought to the Cypriot market the radical-new concept of elevator advertising. The talk identifies 10+1 golden rules, which are needed in orded to develop a successful startup.