Go after exiting markets with competitors where no one company has dominated the industry.
— Anon
Everyone says “avoid crowded markets.” That’s bad advice. Crowded markets usually mean there’s money to be made. The trick is going into an existing market where nobody’s fully “won” yet.
Why it works
- The market is already proven—people are spending money
- Competitors show you gaps they’ve missed
- You can innovate on product, price, or positioning
- Easier to ride existing demand than create new demand
Examples
- Netflix entered the DVD rental game after Blockbuster—but nailed convenience
- Zoom joined the video meeting race but focused on ease of use and reliability
- Liquid Death hit the mature bottled water market by selling attitude, not H2O
- Canva entered a crowded design space but simplified it for non-designers
Crowded isn’t bad. It’s just a sign the party’s already started.
