A unique idea
Investors and the general public get excited about the words "new and innovative." However, if the market is saturated with hundreds of similar products, or there is no particular need for the core product we are looking to develop and distribute, then the odds of the venture succeeding sit relatively low.
The idea itself is reviewed and discussed to ensure that, amongst other things, it is feasible, has it's own unique selling point ("USP") and a large or scalable target market.
In essence, will we have a competitive advantage in a profitable market.