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Damage Control

Feel like your business is an accident waiting to happen? Try breaking big, scary risks into smaller chunks.

This story appears in the November 1999 issue of Entrepreneur. Subscribe »

Elon Musk faced a big risk. In fact, in trying to create an all-in-one financial services supermarket on the Internet, he faced risks that, taken as a whole, were too big to understand, much less deal with.

So Musk, a 28-year-old entrepreneur who'd graduated from the Wharton School of Business at the University of Pennsylvania in Philadelphia and already had one successful Internet start-up behind him, split the risk into pieces when he started his Palo Alto, California, Internet company,, this past March. To reduce the chances of running afoul of government regulators with his innovative venture, for example, he and his investors chose to buy an existing bank rather than face the hurdles of licensing a new institution. He similarly separated risks associated with marketing, financing and other aspects of Then, separate strategies were devised for dealing with each area of risk.

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