When it comes to defining market share and competitive advantage, there are three things metrics we’re looking for in founders. Number one is culture. And it's not necessarily the team. It's a question of whether or not the startup team has a mission and vision-driven purpose. Founders who have a mission tend not to quit when things don't work out. Founders who have a vision tend not to get frustrated when they’re proven not to be right. They just shift the vision. First and foremost we're looking for that mission/vision-driven culture. Such people will not give up. It may take them ten-twenty years to build a solution, but they're so determined to address the problem of the solution in the opportunities that they've uncovered that they will do it. Most startups don’t do that, in fact, they are just trying to make money. They're much more likely to fail or disappear. 

Number two is finding the market share. The team has to understand the industry trends, the history, the competitors. Founders tend not to be familiar with competitors very well. If a team did not fixate on the industry market itself, how can they possibly establish a competitive advantage and create a market share? 

Number three is the company’s conversion metrics. We need to see that a company’s conversion rate is improving week after week as a team figures out where else to promote more meaningfully, how to improve the messages. So, basically, growth metrics are important to us.