1. Your odds are as good as anyone's.
2. Bigger markets are better.
3. Don't get too far ahead of the customer.
4. Customer needs beat customer wants.
5. Don't be ridiculous.
6. Focus on the customer, not on yourself.
7. It's hard to be trendy.
8. Women are better customers than men.
9. Know your numbers…
10. …but don't nickel and dime.
Finally, this last lesson also goes back to being able to do simple math--especially under pressure. Believe me, I understand working to get the best deal possible, and there are some times when an entrepreneur is better off leaving a lopsided deal on the table. (Case in point: Copa di Vino, which even ABC's website describes as the most successful pitch that didn't result in an investment.)