We operate in a market that has a few 800 pound gorillas with a bunch of 100 pound monkeys thrown in. I don't feel daunted for a second by the fact that the mar

We operate in a market that has a few 800 pound gorillas with a bunch of 100 pound monkeys thrown in. I don't feel daunted for a second by the fact that the market is crowded - it just proves that there are customers out there looking for this particular kind of pain-killer. The best-best is to have a unique workflow or feature and market it with a simple message. Speak to the userbase that would appreciate your unique position. However, I think the most important thing to remember is that even if your feature set is identical (or less), there are other points of differentiation, even from a pure marketing point of view. Here's an article that generalizes the problem from a perspective of a burger joint: http://www.yudkin.com/advantage.htm http://www.yudkin.com/advantage.htm (yeah, I know, that site is ugly) Every burger joint sells the same basic product, but you probably have an affinity for one over the others. Sometimes it's the flavor, but it can also be the price, the environment, or the personality of the business that you like. Try to be unique, memorable, or remarkable in some way. Study your market,- plot it out if you have to - and find where you belong in the spectrum.