inspiring.team / Overearth / ValloneArt / Shutterstock.com 48 • JANUARY 2026 • PPAI Must Read | Promo To Propel Startups For startups, every promotional product is a chance to spark a conversation and tell a story. By Audrey Sellers EVERY YEAR, ENTREPRENEURS launch about 4.7 million new businesses in the U.S. Not all of these are considered startups, though. A startup, in the broadest sense, is a business in its earliest stage of development. Unlike any new business, like a local coffee shop or boutique, a startup is built to solve a problem in a new way and to scale fast. Globally, there are about 5.4 million startups up and running today, with the U.S. leading the charge. Silicon Valley, New York City and Boston rank among the leading startup locations in the world. Food tech startups, which focus on challenges like sustainability and supply chain inefficiencies, are among the fastestgrowing startups, while ed tech startups — new companies that use technology to improve education — are starting to slow down. Across every category, most founders start with their own money, with 78% of founders tapping into their personal savings and income to get started. Others borrow money from family and friends or turn to crowdfunding platforms to raise smaller amounts of money and get the business moving. However, no matter where startups begin and what problem they want to solve, the odds of success can feel intimidating. Only about 10% of startups reach profitability within five years.
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