Innis

Big companies go where the big markets are. They have to. The economics require it. But there are a thousand small markets they never touch, specific problems in specific industries that generic software handles badly, customers who are underserved because serving them correctly would cost more than they're worth to a company that needs scale. When the cost of building something drops far enough, the math changes on what's worth building. The one-person shop serving the market too small for anyone else to bother with is not a consolation prize. It is where the opportunity is.