Is it moral to copy someone’s company in a different market?

Hi, I'm kinda having a "moral crisis" regarding the startup I've been building for the past 6 months. To give you some context – this is my 3rd tech company, definitely with the biggest potential. The only problem is that the idea isn't mine.

Like a year ago I came across this company on tech crunch (B2C, approx $ 20mil valuation, operating in a different market). They had the best product ideas, perfect branding with the most elegant website I've ever seen. I fell in love and decided to remake the company and launch it in my home county.

No one in my country knows this company (except VCs) and they'll very likely NEVER operate in this market. So I thought it would be a good idea to get "heavily inspired" from their branding, communication, values, website, etc (because it's so perfect). But we ended up copying almost everything. I took care of all the potential trademark and IP issues that might come up but that's not what I'm asking.

I always prided myself on being this moral entrepreneur full of ideas and now I'm making a fckin copycat… What's wrong with me?! We're already in the process of acquiring key partnerships, a few weeks from launch. I can't just start rebranding it. Is it even necessary? I mean we're not harming anyone, right? It only benefits the relationship with our customers. I'm really worried this might make us look stupid in the eyes of potential investors. In that case – we'd definitely have to remake it.

What do you think? Is this really a big deal or am I overreacting? Thanks!

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