What this leaves us is an extraordinarily clear takeaway as entrepreneurs; instead of trying to be the biggest or the best service on the market, especially in one with established competitors, sometimes our best bet may be to take an existing business model or structure and optimize it for our own use. Not only this, but by identifying a particular market segment that may be untapped or reached in a limited basis, we can tailor our product and service to specifically entice this segment, while generating the social media following and brand trust that can allow us to expand our product or service’s appeal to other target markets.