My Beliefs on startups, either gleaned or painfully learnt that I use to assess most anything:

• ACTIVITY VS. RESULTS: In startups, do not confuse activity with results. Do not confuse progress with results either.
• PROFIT IS BLOOD: Profitability and regular cashflow is the blood flow of your startup. Being able to survive is an accomplishment but a small one. Growth is the true goal.
• STARTUPS ARE ABOUT VALUE Every thought, action, person, feature, should be thought of in terms of value. Seems obvious, but we see the gap between user wants and what software delivers.
• EVERYONE SHOULD GIVE VALUE Everyone must contribute value that measurably and consistently brings results in a direction everyone wants to go. If someone isn’t working as hard as you in their area they are not helping.
• 1+1 SHOULD ALWAYS EQUAL 11.: When involved with others, synergies must magnify greater than the sum of people. If you do not have a great advantage by coming together chances are things may fall under their own weight if things really take off.
• GET AND STAY ON THE SAME PAGE: People’s priorities change. Ensure everyone can be committed to the same game plan (including R&D if that’s where you’re at) for the same amount of time and effort everyone is. Talk early, Talk often.
• HEALTH OF A BUSINESS IS THE # OF NEW CUSTOMERS: The health of a business can be quickly determined by the number, frequency and size of new customers + regular orders.