You are right, that perhaps too many people associate "business" with unicorns (1 bn $ startups). I am not among them. What about building an app or a service that is very niche and will turn you into just a millionaire?
To answer your question - when you intend for it to bring financial benefits to you.
I would've agreed more with your last words, had you included at least one other dimension to optimize (e.g. energy).
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