For most software businesses in the US, the problem isn’t technical knowledge anymore. The problem is getting a wedge into distribution — also known as marketing.
Building a website has become a utility. This has shifted the domain of competitive advantage to distribution, which in this case means marketing.
This has led to a flurry of many applications being built online – often with multiple teams building the same thing. It is not uncommon to run into 50 different founding teams all trying to build a marketplace for gym trainers. Or 300 founding teams trying re-invent marketing automation.
It has become common to see multiple software teams go after the same market.