Introduction

You've had the big idea—well done! It's taken absolutely ages to knock your epiphany into shape, but you're sure this is the big one. Your current product development team—you, your mates, that shopping trip to the supermarket and the Internet research you did the other night at 2 a.m.—have been honing the business model down the pub for nearly two weeks and quite frankly, you can't believe it hasn't been done already. It's so simple that someone else must have surely seen the opportunity? No, according to the Internet and the supermarket, you are the only one with this money-making idea that will change the way the world turns. It's time to take the next step...but I bet you don't.

You see, this is where the majority of business ideas ...

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