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With his girlfriend handling additional sales and her sister doing web design, Dorobanescu said he was able to successfully keep his business operating.

To a traditional entrepreneur the changeover might seem baffling, a transformation to a completely different kind of company, but Dorobanescu takes a different view.

A business plan he wrote toward the beginning of his venture has proven to be less of a road map and more of a point of departure.

"The business plan was completely wrong, but it helped me find that it was wrong," he said.

In another blog entry he argues that entrepreneurship is not about finding that one perfect idea before you start.

Most businesses, he writes "don't start by innovating but by replication."

You see something that you like or just do something that you are good at and start doing it. If it works, innovation will come along.

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