It doesn’t have to be new

When thinking of a startup idea you don’t need to be inventing something entirely new or innovative to be successful. In fact, most of the things we use today as consumers were not invented by the companies that sell them but by someone else. Those companies succeeding with these products what they did right was to iterate on existing ideas and they ended up creating what we consider today as innovation.

Sometimes the market is big enough that there’s room for several products competing for your attention with little distinction between them. In the case of Toky, this is true as well but we did manage to find small differentiators that make us more appealing to certain people or companies than our competitors’ products.

How many CRM software can you name? Or email service providers, or blogging platforms, or calendar software? In these categories, you have clear winners like Salesforce, or GSuite, or WordPress, or Google Calendar and yet there are hundreds of competitors here having enough success to keep the lights on despite competing with the likes of Google or Salesforce.

When your intention is not to create a billion-dollar company or if you are not in a hurry to figure out how to get there, maybe you can start small, remain profitable, and keep things sustainable for as long as needed, and for that, you really don’t need to create something completely new or revolutionary. You just need time to let luck find you working.