To Copy or Not to Copy

This is one of my favorite parts of the journey—getting your first product idea solid and figuring out how it fits into the market. I like to break it down into three main approaches: do you innovate on the business model, innovate on the product, or simply copy an existing idea from one part of the world and bring it to another?

But before we dive in, let me share something that held me back for a long time—the belief that my idea had to be completely original, something no one had ever thought of before. I felt like I needed to be the first, the pioneer. Let that go. Seriously. You can waste so much time spinning your propeller and going nowhere. The truth is, most markets (especially online ones) are huge, with plenty of room for multiple players. And even if there are competitors doing exactly what you want to do, you can always tweak the business model to stand out.

Of course, if you’re creating a business for a small local town and someone else is already offering the exact same thing, you’ll need to think hard about how you’ll differentiate. Otherwise, let’s jump into your options.

Option 1: Just Copy It

Copying might not sound exciting, but trust me, it can work—and it cuts down a lot of the risk that comes with building something completely new. When I’ve looked at these opportunities in the past, I sometimes dismissed them because they didn’t feel “original” enough. That was just my ego talking. Don’t let yours get in the way.

Look around, and you’ll see countless businesses that simply replicated a working concept in their local market—restaurants, logistics services, apps, and more. A perfect example? The endless ride-hailing apps that popped up around the world after Uber’s success. They all operate the same way, just adapted to fit their local culture and infrastructure.

A word of caution: Some businesses thrive because of specific cultural or geographical factors (think seaside resorts or mountain lodges). What works in one place might not work in another, so do your homework before copying.

Option 2: Innovate on the Product

If copying isn’t your thing, another route is to innovate on the product itself. This usually falls into two categories:

A brand new idea that doesn't exist yet. If you think you're first, do a deep dive to make sure—because chances are, someone else has already thought of it. If you are first, congrats! Just be cautious about trying to change the business model at the same time (more on that later).
Improving an existing product. Maybe you’ve spotted products that are clunky, outdated, overloaded with features, or just plain frustrating to use. This is a goldmine of opportunity. Look at established players and think about how you could reimagine their products, workflows, or features. Large incumbents often struggle to adapt quickly, giving you an edge.

A great example? Customer support software. Over the years, companies like Zendesk, Freshdesk, Intercom, and HubSpot have all disrupted the space by rethinking how customer service should work.

Option 3: Business Model Innovation

Now we’re talking—this one’s my favorite. Instead of reinventing the wheel, you reimagine how the business operates. Sometimes, all it takes is a simple shift in the pricing model, the way a service is delivered, or how customers interact with your product.

Long before UberEats and Deliveroo, there was Mr. Delivery in South Africa. Long before smartphones, they cracked the takeaway delivery business. Their approach? A simple, no-tech solution. They printed a combined menu featuring all the local restaurants, took orders over the phone, passed them to the restaurants, and then their student delivery drivers (using their own cars) brought everything to your door for a small fee. No fancy apps—just a smart way to bring convenience to customers while keeping costs low.

Another great example is Pixelmator, which entered the market as an affordable, lightweight alternative to Adobe Photoshop. Instead of targeting professionals, they aimed at casual users who wanted a simple, affordable image editor. Over time, they expanded their features but kept their product easy to use and budget-friendly.

Pro tip: Business model innovation doesn’t usually require massive technical changes—just a fresh perspective on how to deliver value to customers.

A Word of Caution

Be careful not to bite off more than you can chew by changing both the business model and building a new product at the same time. Doing both simultaneously requires serious cash and resources. You’ll have to develop a new product and educate the market on a completely new way of doing things. Sure, it happens—some companies disrupt entire industries—but it’s rare.

Building a Moat

No matter which route you take, think about how you can create a moat around your business—something that protects it from copycats and competitors. This could be through:

Intellectual property (IP) protection
High upfront capital requirements
A strong distribution network
Complex supply chains
Exceptional customer experience

In today’s digital world, it’s harder to keep a competitive advantage because your products and pricing are on display for everyone to see. So, where’s your moat? Maybe it’s your backend efficiency, your ability to offer 24/7 service when competitors are 9-to-5, or an innovative approach to customer convenience.

Take Octopus Energy in the UK, for example. They sell the same gas and electricity as everyone else, but their moat lies in their technology. Their energy platform, Kraken, uses AI to provide fast customer service, flexible energy deals, and a seamless user experience. Customers love them, and they’ve grown rapidly, standing out in an otherwise undifferentiated market.

Final Thoughts

Whether you copy, innovate, or reimagine a business model, the key takeaway is this: don’t let perfectionism hold you back. Get started, test the waters, and refine as you go.

So, what’s your approach? Copy? Innovate? Or rethink the model? Whatever you choose, make sure you’ve got a clear plan—and a way to protect it.

See you in the next post!