It's easy: find a niche which is too small for Google or any other large company to bother with. There are plenty of those, especially if you look for something

It's easy: find a niche which is too small for Google or any other large company to bother with. There are plenty of those, especially if you look for something tied to the physical world (serving real businesses around you) and if you avoid the SV echo chamber (which means HN much of the time, too). In other words, don't try to be another Google, Facebook, Uber, or Bird. Do something specialized. (I'm a self-funded entrepreneur)