Will Your New Business Idea Succeed? The Importance of Sustainable Differentiation

By Thomas K. McKnight
Feb 27, 2004

📄 Contents

␡

Definition
Relevance·Why Add This Element?
Where to Find This Answer
Score Elevation Tactics
Practical Experience·This Deserves the Minimum Weight of 1
The Coin-Operated Laundry·Sustainable Differentiation score: 3

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Will It Fly? How to Know if Your New Business Idea Has Wings...Before You Take the Leap

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The Coin-Operated Laundry—Sustainable Differentiation score: 3

The differentiation here, while possibly real some day, could be quite unsustainable. I would score it a 3 just because it is better than nothing and roughly halfway to 50%, or 5. This is a serious flunk. If you wish, make it another number but not a 5 or above or a 0 or below.¹ To elevate this score you need to address the sustainability of your uniqueness. In the short term you could buy a machine, install it, and run your coin-operated laundry with it. However, in the long run, you could be overwhelmed with competition. How do you improve the score? Again, corner its availability in your establishment through a franchise. If this cannot be done, you are doomed to own a 3 here. Maybe less.

Element 3, Sustainable Differentiation score summary:
Weight 1 × Score 3 = Total 3

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