Yeah I agree. Great concepts don't always equate to great...

Yeah I agree. Great concepts don't always equate to great outcomes. Probably a recent example would be quickflix. Good concept. Tough small "scalable" market in Aus. Got eaten alive by Netflix.
DM1 great concept, but what happens bigger businesses with proven strategies and deeper pockets enter the market?
IMO DM1's best chance is to very aggressively expand the business, perhaps tightening margins to attract new clients. Australian consumers are pretty clued on, if DM1 can make the product too good to say no to this has a chance. IMO I'm not sure how much benefit is offered to the borrower/financier, Australians also tend to err on the conservative side as well, so if the product isn't attractive enough to change the way they currently do business it may struggle