You have a brilliant start up idea. You get investors to fork out nearly $2 million. You launch in April. Within two months you have it rolled out to 11 major cities in China. What could possibly go wrong? Well, if you have a Chinese umbrella sharing rental business and it buckets down for days, don’t expect them returned anytime soon. Yep, after a fortnight 300,000 umbrellas were stolen. The big flaw in their E Umbrella idea…..they didn’t include a charge fee for failure to return the umbrellas. Back to the drawing board.