As we launch private beta of Lumenous, it seemed a good idea to write first about the people we are inviting first.

As we give you more information about the Lumenous team in coming weeks, you’ll see we each have launched and co-founded multiple venture-backed startups. It is a great ride for those who want and get to experience it. But we know that world isn’t what business is mostly about.

A discussion in Quora a few months back provoked me to share a story that illustrates what I mean. See the context here. It started with a question about what is wrong with “lifestyle businesses.”

That question made me nostalgic for a roadtrip I took with my then 85 year old dad and daughters some years ago. He still had 10 surviving siblings and I wanted to make sure he had one more reunion with them back in the midwest.

At the time I was facing big challenges at my first venture-backed company. By then $20M into the company and it wasn’t looking like a home run was possible. Revenues were growing, we had many happy customers but the business didn’t seem scalable in the venture capital sense.

This was very much on my mind as we arrived in Manitoba and the family dinners began. What I encountered was a family as huge as expected but more surprisingly, all of them entrepreneurs. It was almost like a family mantra, you must start and run your own business.

On my Dad’s side they tended to start businesses around their inventions. On my Mom’s side it was all about the conviction they could take an existing business or product and do it better.

Whatever, they all assumed they had to offer real customers something of real value. They built their companies on personally-guaranteed loans, a ton of hard work and revenues. I have never felt so humbled in my life. I never told them how much money I had raised and I have never again considered any company to be a “mere” lifestyle business.

Today we introduce Lumenous, a service for entrepreneurs who mostly build their companies on hard work and income from customers to whom they deliver real value. Real businesses!

–LaVonne Reimer, Founder