Pioneering new markets feels exciting. Think of all the rewards awaiting innovators that follow in the footsteps of organizations like Google and Cirque de Soleil.
However, companies should approach unpopulated market spaces with a dose of caution. Before you invest big ask why the market is uninhabited. Perhaps a technological constraint, regulatory barrier, or entrenched behavior stopped its development. That suggests an opportunity. But there are three, less promising possibilities:
The third area ended up being the killer for one seemingly promising India-based hair venture.
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