The starting point is to learn that everything new is only ever 10% new roughly. Some research was done about this, and they discvered after studying a number of companies inthe 80s and 90s that stole market leads or maintined it that the key difference only came down to a marginal difference of 10% on average. There is a reason why cpu chips and hard drives etc are offered in tier structures. When you create a market, people are more likely to buy something if presented with a number of choices. Same goes for software, or websites, or content. Just be 10% different at least, and you should find success.