If you're entering anything where there's an existing marketplace, against large, entrenched competitors, then your product or service needs to be much better than theirs. It can't be a little bit better, because then you put yourself in the shoes of the consumer... they ask, why would you buy it if you can choose a trusted brand unless there's a big difference? A lot of times, an entrepreneur will come up with something that's only slightly better. It can't be slightly better. It's got to be a lot better.