Indeed, most of these start-ups do fall by the wayside, of course - but I can remember dealing with John Goddard-Watts when he used to sell boxes of screws in Exchange & Mart from the stock he kept in the garage of his house in Yeovil - I know have the luxury of just nipping down to the Screwfix counter at the bottom of my road.
Every now and then, somebody will hit it right - whether this is the one or not, time will tell - the answer often comes quickly, though, as Ed says.