David v’s Goliath!
When I did my market research, I found Lego was like the big giant in the toy plastic building block industry. Lego was a $2 billion a year company. I’d go into a toy shop and it was filled with Lego and Lego and more Lego … there was no competition! For me to enter the marketplace be the new kids on the block, (no pun intended!) was a bit of a challenge.
What I realized is that I couldn’t take Lego on head-on as a company because I didn’t have any where near the resources Lego had. But, I could develop a block that was different from theirs. It was like a David and Goliath type of relationship. I thought, ‘Lego may be big, but if I invent a block that is different from theirs, I could carve out my own niche in the marketplace” And that I did, with my BetterBlocks invention!