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PITCH NYC 2012 - serial entrepreneur Sandy Lerner talks to being first to market and owning your IP. She adds, “You just have to stay in the rat race,” said Sandy Lerner. “Be better, faster, cheaper.”

She encouraged women entrepreneurs to seek an alterative funding model – to make sure a business has intellectual property. If not, have a customer base, revenue base and either intellectual property or brand credibility. For example, Urban Decay was able to be sold to LVMH thanks to six long years of building strong brand credibility.

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