A business venture is a new business that is formed with a plan and expectation that financial gain will follow. It is an entrepreneurial undertaking that involves an element of risk and reward. A business venture is usually formed out of a need for a service or product that is lacking in the market. After the need is determined, an investor or small-business person with the time and resources to develop and market the new service or product can start a business venture. Most business ventures are frequently referred to as small businesses since they usually start with an idea and quite limited finances. The development of most business ventures is based on supply and demand. Investors identify the need for a product or service in the market and create a business to meet these needs. Business ventures are usually supported by one or more angel investors who have faith in the business concept. The way a business venture is funded will depend on the person, or the people, who create it. As the business gets off its feet, additional investors may become involved by providing support and capital to expand development and marketing of the venture. The goal of a business venture is to create a profitable business that generates income from an idea or product.