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Not disagreeing with you at all Mark, but I feel there are a few more factors that come into play than just a great business plan and a fantastic USP, both of which can quickly be lost to a motivated competitor.
Business success also needs determination, hard work, the ability to adapt and that most unbusiness like word...luck!
I read along time back that only 2% of businesses survive for two years, quite a remarkable figure. Now if you look at the first dot com boom, you will see many businesses that totally fit the model you describe, that wasted millions of pounds and that are not here today, so if that was all there was to it anyone could run a business, unfortunately it takes more than text book theory to be successful.
Most business successes have neither of the above qualifications, they succeed through finding a market that has been overlooked and through hard work they have created a space in that market for themselves, or have forced themselves into a market through sheer determination.
Having run companies and advised companies for most of my life, I appreciate the ideal business scenario, I just don't buy the text book stuff!
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