Muck, Brass, and Gold

Yesterday, a distant relation of mine wanted to know what I'd planned for my life (now that I'm at BITS-Pilani)

I didn't know if he was looking for creative answers (like starting a specialty dog-saloon), so I told him the truth. I planned to have a startup of my own. The effect was better than any dog-saloon could offer.

First, a look of shock. Then surprise. Then bewilderment. And finally, realization dawns.
"Oh. Um... You mean, something like Google?". I nodded my head (too) vigorously. Though Google may, or may not, be described as a startup anymore, he'd made a silent point.
When we say startup, most think of highly visible, (and highly cool) companies like Google or Flickr (actually, Ludicorp). Fact is, a startup need be neither visible, nor cool, to be successful. Remeber the old adage, "where there's muck, there's brass"? There are a lot of startups, which you might have hardly heard of, that are wildly successful.
Take Essel Propack. Started up in 1984. Today operates in 13 countries, 21 plants. The largest such company in the world. What does it do? Makes laminated tubes. (like for Colgate toothpaste). It has a 32% marketshare, and almost dominates its market.
Or that Japanese company which has a 70% marketshare in fish tanks and bowls. (I've forgotten the name. Not cool, not visible)
Or that little place in Bommanhalli, Bangalore, which leads the Indian market in automatic coffee-machines (I've forgotten the name. Not cool, not visible) (I used to live very close to it...that's how I know!)

There are many, many niche areas, where you stand to make a killing. Contract farming. Recovery agencies for credit-cards. Sound proofing. (Think BPOs, and their super-quiet requirements). Dealing with e-waste. Specialty dog-saloons...Ad infinitum. Remember, the long tail is with you.
And yes, all fish move towards the bait... the smart ones move away.