A unicorn is a start up that achieves a billion-dollar valuation. A scalable company is one that finds a way to increase revenues and profit margins without increasing overhead, or production costs. Startups that can scale may become unicorns, and starry-eyed founders and investors as well like to dream big. Here’s a dose of reality: less than one half of one percent land the moonshot. On the flip side, many so-called Lifestyle companies become very successful, even though their founders have no intention of selling or going public. What benefits can these privately held companies offer investors to attract needed capital? Gillian and Anne detail several ways to provide investors sufficient returns to interest them.