Most of start ups get a large customer make a some product for him and after that based on piled code prepare ready for on-shelf market product.
This is comming in the market with less investments.
I try to prepare a few products for the market. Invest a lot of money in their development. I invested in their advertising but there are a lot of similar product. It takes two years to get a thiny share of the market.
To come in the market with new product without customer base is possible only for strong companies or for companies with large capital
HTH