Some might call it a USP (unique selling point). Others might look for a patent or registered design to protect the start-up or existing business against copyists or straightforward plagiarists. Whether your product, business or service is ACTUALLY unique or not, an Investor will be looking for where you are differentiating yourself from your potential or existing competitors. Simply aiming to do something ‘better’ will not be sufficient, that is a given. You will need to excite the interest of the Investor with the ‘difference’ or disruptive technology that marks you out – and gets him or her to part with their hard-earned cash.

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