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Element 12. “Hot Market” > Relevance—Why Add This Element?

Relevance—Why Add This Element?

Unless you have a few million dollars to spare on your launch, you are likely to be positioning yourself to ask for money from others, particularly strangers. While “hot” markets are brief in duration, if your product satisfies a need that is quite intense, then irrational behavior can extend to the decisions made by customers and investors alike assisting you in launching your venture. If it is clear that wasting time will harm the prospects of a successful launch, then shortcuts will be taken and blemishes in the deal will become transparent.[1] Shortcuts can both help and hurt you, so be sure you understand the temperature of the market. You could be surprised how much of the deal can be recast in your favor without threatening the possibility of closing.

[1] What is a “blemish?” Unless you are the Bill Gates of your industry, you could be a blemish. If you are new, uninformed, and lacking in sufficient funds of your own, you could be the biggest blemish of all. Other blemishes? Anything that would cause an investor to pause.

A “hot” market is the compelling, unserved need raised to an extraordinary and rarely seen level. The reason that we add an element for it is to help you understand when to pull out all the stops to launch instantly. This kind of market is an indicator of imminent and explosive growth.


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