Startups that are founded by people that don't have a lot of skin in the game are exactly the ones that will close up shop after a year, leaving their customers high and dry. It's a meme now about startups with their "Thanks for joining us on our journey, stay tuned for our next startup!"

If you are a company looking for a problem to solve, it's not going to work unless you get lucky. Find something you're passionate about and that is what will drive you to keep going, so that you don't just abandon your customers when things get tough.