This document discusses the challenges of raising capital for new ideas and getting them to market successfully. There is a high failure rate of ideas not making it to the capital stage or being commercialized. Often, innovators are "unconsciously incompetent" and lack the skills, structure, and team needed to attract investors. Plugg aims to help by providing an ecosystem connecting innovators to advisors, investors, and long-term partners to help ideas succeed and create jobs by addressing problems. Their process helps build strong teams, structures ideas well, and prepares innovators to understand and communicate with investors.