The second common pitfall is “The China Syndrome,” also known to my students as “fun with spreadsheets.” Rather than create a new market, the thinking goes, one could choose a huge existing market, get a fraction of the market share, and reap the rewards. After all, if you could get even a tenth of a percent of the toothbrush market in China (population 1.3 billion), wouldn’t you make a lot of money?
