Don't disrupt, enhance. I hate reading business plans that start off 'this is a disruptive technology/business etc'. The point I made before is that you must solve real customer problems. Purely disrupting something that already exists is not necessarily solving a problem. In fact it may be creating more. Just being different is definitely not a reason to start a business. I love the expression "There may be a gap in the market, but is there a market in the gap?". If your business contributes something to customers that previously didn't exist - perhaps a cost or time saving, perhaps more fun, additional skills or useful information etc - then you are enhancing something that potential customers will understand and then hopefully decide to buy. If they can only see disruption, what impression is that likely to make? Your message needs to always be positively presented. Evolution not revolution. Oh and by the way. When you want to finally sell your business, use the word disruptive as often as possible to describe it. For some reason financiers get very excited when they hear it (and it's probably why none of them have ever successfully founded a business themselves).
Don't over finance the business. Most businesses need an injection of cash to get started. But in my view the ones that get started with the tightest of budgets at the outset are the ones with the best attitude for success once sales begin. Business is not about spending money, it's about winning it. OK you will need to spend some money before you start winning it, but if you can acquire customers by spending less than you expected you might have to spend, then you've got a business that will generate momentum automatically when you do add coals to the furnace. It's already on fire. Give a business too much funding at the outset, and you may be prolonging the difficult decision to kill it. You've masked the fact that it shouldn't have been started in the first place. Few businesses ever failed because too little money was spent on them. Good ideas will always attract the funding they need once sales momentum has been established. So spend as little as you can possibly get away with to test that there really is a market for what you want to sell, then ramp up your operation once you know you are on to a good thing. Never be afraid that if you don't instantly dominate the market from day one, someone else will get there first. It never happens that way. Instant successes like Apple, Microsoft, eBay, Amazon, Facebook and Google are myths. All of them were evolutions from previous attempts, and all of them started on shoestrings, and usually in their parents' garages.
And finally if you don't genuinely have a passion for your product, how do you expect your customers to enthusiastically pay for it? Passion comes from a deep belief, not a suspicion, that your future customers will love what you sell them. Don't start a business if you're only guessing.