Innovate

People ten to make mistakes when they want to start a business. Your ideas might be great but will it satisfy the customer needs ? Will they buy it ? They start a business based on a false premise and get to the point of failure. They do that because of the miscalculation like "be your own Boss" and " do what you love" . 

These factors let them to choose a bad business premises. There are two main things to know supply and demand .

Remember this story, you live in a small village and there is only about total of five hundred people live there . There is about 10 good restaurants in the village. Will you open a restaurant there ? The supply and demand must be balanced on where you start . Or Commoditization happens when you start a business on a false premises. 

First analyse the market and innovate yourself . Don't be stuck in your competitors and their moves .  Your mind must be 95% on your business and 5% on your competitors.  Then play on their weakness to improve your business.