In assessing potential, momentum capital takes a holistic view of our target and portfolio businesses. This means that at every stage of our research, analysis, selection, due diligence and business planning method, we look at the organisation as a whole. Through this ‘contextualisation’ we are able to understand an organisation’s relative strengths and gaps from its market closeness, its channels and routes to market, its product and service orientation, its operational alignment and its ability to communicate.