The Venture Edge

New entrepreneurs often think that they don't have a chance if they enter a market that has some big-name players in it.  Really, would you want to go head-to-head with Microsoft or GE or Google?  Only if you have a death wish.  But there are ways to enter a market with major players and still be successful.  Why?  Because the big boys (also known as the "incumbents" in research lingo) have some serious things going against them.