Enter a long-standing, hard-to-conquer market that giants overlook. Demand will not disappear, and competitors cannot take all the business. Everyone earns a share, which can be safer.

To judge opportunities, look at three things:

1. Will there still be people needing it in ten years? Tools may change, but eating, recording, and communication will not disappear.

2. Can the market accommodate many products? Winners take all, and small teams find it hard to break through; user tastes vary, so there will always be a place.

3. Can costs be driven low enough? Financing teams find the market small, and large companies pull out after two years without growth, while a small team can persist slowly.

Opportunities don’t always have to be thought of indoors. Go look at things you have to use every day but always find uncomfortable; then look at services you are unsatisfied with but still keep paying for. Money has already validated the demand, and long-term use will expose the real cracks.

First, solve your own small troubles, create a solution, and then let real feedback determine the next step. Many businesses that can last a long time are not planned out, but grow from an inconspicuous problem.

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