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Strengthen your point of differentiation in the market​

By Geoff Ling, MBA.

Buyers generally prefer companies with a well-defined point of differentiation. It could be superior products, faster lead times, outstanding support – anything that customers appreciate.

“Me-too” companies that try to be all things to all people typically don’t attract as much investor enthusiasm.

Most companies have a well-polished elevator pitch for customers, and sometimes that also works well for investors, but for this audience we recommend considering an elevator pitch that emphasizes the financial performance, such as “we serve the upper end of the market that is willing to pay a premium for quality and service”, or “our strategy is to outsource operations so we can expand rapidly with minimal capex”.

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