Startup company.

Start-up has been a cultural buzzword in business since the 1990s to designate promising companies just beginning operations but with defined growth intentions. These companies are most often begun by visionary entrepreneurs still in their twenties, or are started within established companies as a way to engage a wider market, to attract young and promising managers, to promote a vision of itself as hip and cutting edge, and to generate quick interest and create buzz for their companies. Start-up companies promote a new idea, service, or invention and seek rapid and wide market impact. Not every new business, of course, can be (or wants to be) classified as a start-up company—indeed, most new businesses are localized and defined by a relatively narrow market reach, a tight and relatively stable small core of employees, a narrow circle of managers, and by manageable risk (a new grocery store, a family restaurant, or a mall outlet, for instance). Start-up companies, on the other hand, are designed for growth—they seek a wide range of investors to guarantee rapid impact on a market and to advance their product or service quickly to establish a foothold in a market. They expect a rapid return on investment as their product or service offers a new (often radical) solution to a problem or condition other businesses with far more established records of success have either ignored or have been unable to solve.