This seems to be a very competitive market, a commodity item...

This seems to be a very competitive market, a commodity item that is essentially serviced by the government (Crimtrac).

How can CVCheck maintain (or develop?) a sustainable competitive advantage? It seems to be at least 8 players with similar claims of technology and speed while they all compete on price.

	Column 1	Column 2	Column 3
0	Website	Price (inc GST)	Delivery claims
1	http://fit2work.com.au	$43.89	80% of checks returned thru AusPost
2	http://www.epolicecheck.com.au	$43.90	70%, 1-2 days
3	https://cvcheck.com	$44.90	Most results in less than 1 hour
4	https://www.ib.com.au	$45.00	80% in 24-48hours
5	https://www.veritascheck.com.au/	$48.50	30min, processed 24hr/7days
6	http://policecheckexpress.com.au/	$49.00	80% 1-2 business days
7	https://www.nationalcrimecheck.com.au	$50.32	70-75% within 1-2 business days
8	https://makesure.com.au	$53.90	within 24 hours

CVCheck have spent up big on advertising and have increased sales, but are still making a loss - with no talk of reducing their "police check" unit cost besides lowering their advertising spend. Lowering the advertising spend will of course open the door for more online players, ePoliceCheck is already dominating Google Adwords where CVCheck used to dominate.

The recent capital raising shows nearly half of it is ear-marked for marketing and advertising, I'm afraid this will just be burned away competing where no long term competitive advantage is being develope