We come across many interesting ideas for products and/or businesses but more often than not it requires a lot of digging around to actually to find that gem of an idea.

Maybe that digging is part of the value an investor in start-up’s is expected to add, but as an entrepreneur it pays if you can explain your offering to an investor in a VERY simple manner.

Either it needs to make sense straight away, or you need to explain that it won’t make sense and explain why (simply!).