Initiate Checkout (IC) is the 3rd point in the conversion process. This is where you should definitely start being passed breakeven and you will know for a fact that your product is a winner. On top of that, you are really building up a lot of hard data (IC's and Purchases) that you will be able to use to move to the purchase conversion. It's extremely helpful if you can be moving into IC with 100 purchases or so, and 200-300 IC's