Err on the side of having competitors, but make sure that you have a thesis that everyone else is overlooking, e.g. Google wasn’t averse to users leaving google.com ASAP.
The Startup Idea Matrix, (
B2B Edition
,
B2C Edition
) is a good start for knowing who to google.
Big companies tend to be slow at changing their approach. You’d think that Yahoo! would clean up their landing page the moment they realized Google was becoming a dominant search engine.
The Startup Idea Matrix, ( B2B Edition , B2C Edition ) is a good start for knowing who to google.