“While they fight over the huge markets there's always an opportunity to target the smaller audiences that want something different.”

Target the Overlooked Niche Your Competitors Are Ignoring

Thomas deliberately avoided competing for enterprise customers with millions of devices and instead focused on smaller businesses with 100 to 500 devices. This niche was large enough to build a full-time business but small enough that bigger vendors ignored it, leaving him with low competition and loyal customers. The enterprise-vs-SMB gap is a reliable place to find underserved buyers.