The strategic playing field is an immediate realm. It is small geographically, at least in the beginning, and in the marketplace. Unless there has been a considerable amount of pre-start-up publicity, the competition is likely to adopt a wait-and-see position, given the low probabilities for success, and other factors (demographics and such ) are not immediate issues. In this context the formation of strategies is then constrained to the product-market link, to the dyadic realm.