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New Venture Creation: from Idea to Investment - iCentre

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Sustainable competitive advantage (SCA) is key<br />

• What differentiates your business <strong>from</strong> competi<strong>to</strong>rs and is it<br />

sustainable?<br />

• Consistent difference in product attributes<br />

• That is a direct consequence of a capability gap<br />

• That endures over time<br />

• Based on delivering superior value <strong>to</strong> the cus<strong>to</strong>mer<br />

• The product attribute differences must be the cus<strong>to</strong>mer’s key<br />

buying criteria<br />

WholeTree <strong>Venture</strong>s – where <strong>Idea</strong> meets Experience<br />

3

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