Actually it is not that bad. New ideas often require a significant push so people not only get comfortable with it but also start to demand it. Having someone e

Actually it is not that bad. New ideas often require a significant push so people not only get comfortable with it but also start to demand it. Having someone else bigger to do this hard work opens an actual market for it that you can now enter. You don't need to be first or second, esp. if you're a small player. You can still win some market share over time (and it doesn't need to be small compared to what you would achieve if you would be first as the market is now bigger). Make it helpful to people who find the established solutions lacking on features or workflows that could be better. In other words, when is it the right time to ship? With a good product, at any time. Does it matter that there are already multiple established players? Not really, you can always come up with a better version.