The product or service is not unique or defensible. There are very low barriers to entry with many competitors. The company is pre-revenue.
The product or service is not unique or defensible. There are many competitors and the barriers to entry are low. The company has beta customers.
The product or service is somewhat unique in the market place with a few competitors that can match. The barriers to entry are relatively high. The company has referenceable customers, but has not yet generated meaningful up sale or repeat sales.
The product or service is completely unique and not easily copied. There are very high barriers to entry. The company has many customers that make repeated purchases and are happy.