Hits the nail on the head. It's an often cited cliché, but Google wasn't the first search engine and Facebook not the first social network. That works in niches

Hits the nail on the head. It's an often cited cliché, but Google wasn't the first search engine and Facebook not the first social network. That works in niches as well if you have the feeling that the current state of the art somehow seems lackluster, i.e. with Adjust in app attribution or Remerge in mobile retarteging. With a lot of mistakes learned but no baggage on board, you can often attack sooner than you'd think with clear focus. Lastly, if the main battle for a certain segment is over for more than a decade, the incumbents seem to get lazy if they continue dominating the market for too long. Look at eBay for example, or Linked.In - they have stopped innovating and basically get worse with every "Facelift", but there's still considerable demand with a lack of alternatives. It's a long shot, but possible with great execution.