Any investor worth their salt will be investing for the medium to long term, as it’s highly unlikely that a start-up or existing small business will reveal instant returns. In this sector of investment, sustainability is a key factor in any interest at all. If the idea is viewed as a fad, or is in any way likely to be overrun by technology or a bigger better resourced competitor (or is seen to have a diminishing or mature market), it would be highly unlikely to attract the vital working capital injection from an informed and experienced investor.

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