People nod and think they understand this statistic. They think something similar to, "Oh, they just couldn't get enough orders." No. That's a SYMPTOM, not the problem. There's more going on. Such as:
> they never stuck with the idea longer than a few days, weeks or months
> they never learned to deliver a product or service competently
> their family & friends weren't supportive and helped pull the rug out from under them
> they didn't realize sales & marketing were vital, and thought building the better mousetrap would get the world beating a path to their door
> increasing(!) cash flow and management requirements killed the business even though it was growing fast.
There is a lot more going on in a business than newbies and outsiders realize. It can be making money and growing, but if that cashflow is not consistent enough, or rapid growth is leading to process problems, even a business that is getting plenty of orders can die or be shut down by choice. A spouse who's tired of inconsistent revenue even though it evens out to keep everything afloat can kill a business.
A huge difference exists between the newbie's "This is going to be a grand adventure!" and the shortly-realized "OMG I'm going to have to get punched in the face for two years to make this at least START to be successful."