Recurring Redundant Revenue.
These are the words from a notable entrepreneur / VC in what they look for in a business plan or opportunity.
Many people "play" business but forget what the real game is all about. While there are many reasons people go into business, the only way to stay in business is to follow the true north heading in the pursuit of profitable revenue. Make it recurring and redundant, and you have a winner on your hands.
Check out a great reminder from Fortune Small Business and simple words from successful entrepreneurs.