The problem with start-ups is they’re start-ups. For large organizations, it’s a difficult choice to go with a relatively new business even if their business model stacks up, which makes securing new business doubly difficult. And it makes the early years of a start-up the most challenging. Investors and industry observers know this and slow growth and moderate sales figures are expected but even with a great proposition, world class marketing and favourable write-ups from bloggers and analysts, there comes a point when the business model needs proving. We need to taste the pudding. Which is why we’re delighted to see the latest announcement from Tradeshift.