What should you do before launching your own business?

... Check that someone isn't launching one with exactly the same concept as you!

Case One: Whiteport - www.whiteport.com.au
Blurb: Whiteport was established in 2007 and is the brainchild of Jennifer McCabe. A Sydney girl who lived in London for six years, Jennifer returned home to find an overwhelming absence of quality Australian homewares stores offering online shopping.
Whiteport offers an extensive range of home decor, gifts and accessories, themed around a stylish white palette. Why white? Because white products are simple, timeless and complement any colour scheme.
Website design: Grey/white with crisp images

Case Two: White Home - www.whitehome.com.au
Blurb: White Home was launched in 2007 by Susie Rosen and Isabelle Stanton, who identified an Australian marketplace need for contemporary, high quality white linen for the bedroom and table.
The White Home brand celebrates the simplicity and timelessness of a neutral palette, particularly in the bedroom - linen cupboards overflowing with quality essentials that will stand the test of time.
Website design: Grey/white with crisp images


Did these two start-ups believe there was place for two high-quality all white online homewares e-tailers in the Australian Marketplace? Probably not... Did one rip off the other? Most likely no... Are the businesses aware of their competition? Don't think so... Finally which will preserve or perish? Only time will tell...