Our Philosophy

Mayfair Sterling Capital invests in and incubates where we believe the potential for reward outweighs the risks associated with the creation and launch of a business in an already established competitive market with other incumbent and entrants.

Mayfair Sterling Capital believes private equity investing in innovation spin-offs offers investors the opportunity to significantly exceed public market returns because it is a more inefficient market than public equities. Opportunities are often local and unpublished.

Moreover, venture capital-style investment and incubation is one asset class that has demonstrated that active portfolio management can significantly increase returns.

Central to both these characteristics is the guiding principle that venture capital investment in innovation is not primarily finance; rather, it is building sustainable businesses and new industries.

When assessing a potential project to fund, we pay close attention to the project's competitive and operational opportunities. In this area, our key selection criteria are as follows:

1. Ability to quickly develop market leadership via a clear value proposition;

2. Clear pathways for the development of technological intellectual property;

3. Proof in the market of demand for the company's product or service;

4. Competitive advantages that present viable barriers to entry;

5. Prospect of building a strong brand with consumer appeal and acceptance;

6. An industry recognised addressable market of global size within the billions.