The business life-cycle:

  - Ascension

    - solve problem

    - proof of concept / MVP

    - investment

    - roll-out in home market

    - polished product

    - more investment, global roll-out

    - disruption of existing industry

    - non-autonomous growth by acquisition of other players

    - land-grab growth

      - lots of hiring
 
      - fancy offices, founders and stockholders make out like bandits

    - market domination

    - data hoarding as part of the 'moat'

    - continued innovation: go to 'step 1', otherwise...

  - Milk the cow

    - eventual competition
 
      - market share reduction

      - eroding margins

    - first reorganizations, lay-offs

    - founders replaced with financial managers

    - Data hoarding phase ends, data is sold *<- you are here*

  - Decline

    - reduced sales

    - shrinking profits

    - downsizing

  - terminal phase

    - lawsuits

    - patent portfolio and other IP used as strategic weapon

    - brand and IP acquisition by other players, not necessarily the same party
      acquiring both