Advantage Capital is a UK based private equity business. We invest only in UK management buyouts. Within this market, we focus exclusively upon "difficult deals of real merit ^® ". This makes us a non-herd investor targeting only investments which are unlikely to appeal to others.

The following quote sums up the herd approach:

"Most managers have very little incentive to make the intelligent-but-with-some-chance-of-looking-like-an-idiot decision. Their personal gain/loss ratio is all too obvious…

Failing conventionally is the route to go; as a group, lemmings may have a rotten image, but no individual lemming has ever received bad press."

Warren Buffet