The atom at the end of the rainbow

When there is a highly atomized market, with high switching costs for the costumers, with no clear distinction if it is a commodity or not, and with complacency from those who offer the product or service, then you may enter and design a platform to provide a cheaper, more convenient, product or service with a higher value.

Each industry will define what value proposition would work best. There your powers of analysis and imagination will determine if you have a shot at changing the industry’s rules.