I've gone through this dilemma as a solo founder and experimented with both (existing & new market). I ended up choosing an existing market. Some thoughts: Ma

I've gone through this dilemma as a solo founder and experimented with both (existing & new market). I ended up choosing an existing market. Some thoughts: Make sure that the market you're going into is growing and not shrinking. In a growing market, there will always be new customers. People like choice. You don't have to compete feature to feature with your competitors. Stand out somehow. Identify how you truly differentiate and make sure that everybody knows this. The good thing about an existing market is that people are already looking for what you're selling. All you have to do is be there, be different and be findable. The bad thing is that the competitors are mature and it takes a lot more effort to actually compete.