Starting a business: Huge amounts of finance is needed to start a business which requires buying fixed assets, paying rent and other overheads as well as producing or buying the first products to sell. The finance required to start up a business is called start-up capital. By tradition, Amazon takes big steps, makes acquisitions, starts new activities and ventures and examines them over long periods. It admits failure and doesn’t tolerate short-term scorecards to measure what they do. It won’t care how markets assess the Whole Foods acquisition in, say, October or November or even a year from now. Right now, the acquisition is about developing a business model with little regard (for now) for expenses.