Some companies like to imitate others. They are contented as a “me-too”. Just a small market share of a bigger market is fine. It feels safe. It doesn’t need a lot of investments to meet targets.
It may feel safe at first but it is the most dangerous thing to do. There is no competitive advantage that they have built, which means that there will be low barriers to entry. Eventually pricing will be affected due to competition and it becomes a commodified market. Margins are low, fighting for a piece of the market becomes tougher.
Better to start in an arena that you have expertise in where you can build a moat around some competitive advantage than follow the crowd.
Is
it safe?
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