What can you do that no one else can?
What about your business? What does your business have that can’t be easily copied or bought somewhere else.
Hint: you already have one killer advantage (probably two!). You’re agile. You can pivot in inches rather than the miles it takes an already established business to do. The second is you’re working with a clean slate. Your business can ‘be’ anything it needs to be. But these aren’t related to your idea – what about your idea has a killer edge?
I can ___[insert unfair advantage]___ better than anyone else!