1. is not money, but any money-like value, I believe. And if 4ths is big enough in your plan so you can't even argue it doesn't play a role, then you probably

1. is not money, but any money-like value, I believe. And if 4ths is big enough in your plan so you can't even argue it doesn't play a role, then you probably have a shitty business plan, I'd argue. The profit of course should come from selling some service or product.