Have always belived that undue importance is being given by the media and the VC's to Technology startups. There are too many of the so called me 2 technology startups that go belly up after the first round of funding.Mind over matter does'nt deliver ( not always) . Came across this intersting article on another successful startup in a low technology product( you cant get lower than this) chk this out.
Its about a chain of outlets called the Jumbo King. Their main product - Vadapav.