Once you’ve found a market to exploit you need to present a air of competence regarding its operation. You of course don’t need to actually understand the market rather, you need to be able to fool the investor into believing you are knowledgeable and competent. An excellent way to accomplish this is through the use of acronyms the investors is likely to have heard. During investor meetings use acronyms such as SEO, ROI, XML and SOA.  Your target probably doesn’t understand and certainly doesn’t need to know that your vertical has no use for XML and certainly won’t be providing ROI but by using the acronyms you gain the upper hand. How so? The answer to that lies in an average person’s answer to the question, “Do you like to feel stupid?” By using highly technical or esoteric acronyms that your target is unlikely to truly understand you maintain an air of competence while discouraging troublesome questions. Remember that investors want to believe they are the top of the food chain and thus do not want to appear weak or unknowing to perceived subordinates.