How to Turn Your Idea into a Business

Opinions expressed by Entrepreneur contributors are their own.

Gabi Lewis is the co-founder of Magic Spoon, a direct-to-consumer company that sells high-protein, low-sugar, keto-friendly and gluten-free cereal. In this clip from an episode of “The Startup Story” podcast, Lewis talks about starting a business, particularly what products and services to pursue and how to move your ideas forward. His tips:

1. Pick an idea that’s not too sexy — look for something that has a huge market but that others have overlooked
2. Prototype your product to give to people to try
3. Focus on your product’s strength and benefits, as you’ll have to make trade-offs

Related: Take Your Product Idea From Concept to Reality