I live in a small town near a bus terminal. The kind of place where foot traffic is everything.
A few months ago, someone opened a photocopy center near my house. Residential area. Quiet street. Almost no walk-ins.
It failed. They converted it into a tiny convenience store just to survive.
Then another photocopy shop opened. This one was closer to the bus terminal, better location, and they added stationeries.
I even thought about whether my retired dad could run something similar.
But it never took off either. Two old men sit there chatting most days. More hangout spot than business.
Then a bookstore opened.
Same area. But bigger space. Books, stationeries, and photocopy services.
It worked.
Why? No bookstore existed nearby. People finally had a reason to walk in, browse, and stay. They weren’t just asking for one thing. They were discovering what they needed.
I talked to the owners. They’re doing well.
What This Means for Software Builders
1. Crowded markets aren’t the enemy.
If a market feels crowded, that’s signal. It means demand exists. An empty market might mean no customers at all. Not an untapped opportunity.
2. Differentiation isn’t optional.
The bookstore didn’t just do photocopy. It offered something the others couldn’t: selection, space, and a reason to browse. Your product needs that “bookstore layer.” The thing that makes people choose you.
3. Experience compounds.
The first two shops made you ask for what you wanted. The bookstore let you discover it. That’s a different relationship with the customer entirely.
“If you’re building where no one else is, make sure it’s because you found gold. Not because there’s nothing there.”
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