The document outlines the development and current status of a startup focused on providing high-end carbon racing bicycle wheels. The startup, established in mid-2020, has successfully laid the groundwork, including securing a reliable rim supplier who also caters to famous brands. The brand name has been registered in the Benelux region, and a professional logo and web design have been completed. Significant investments have been made, including the purchase of rims, wheel bags, and shipping boxes branded with the company's logo. Relationships have been established with former professional cyclists for product testing and endorsements. The brand aims to offer premium racing wheels with high-quality hubs, originally intending to use hubs from well-known suppliers. However, supply chain disruptions due to the pandemic have delayed this plan, pushing the initial timeline to early 2022. An alternative with another quality hub supplier has been identified, offering the option to customize the hubs with the company's branding. The operations are designed to allow flexibility in hub selection and wheel-building processes. The store is poised to offer substantial profits, with a potential gross profit exceeding $450 per wheelset. Various digital marketing channels have been outlined to attract customers once the webshop launches. The founder has expressed ambivalence about selling, as significant groundwork has been completed, and total investments amount to about $14,000, excluding labor. The decision to possibly sell is motivated by impatience with the hub supply delays, though alternative solutions are available.