you are describing a company that follows established business models, that is, the status quo, in how it operates, your story is a simple one. You will still have to find a business dimension, such as having a lower cost structure or being able to charge a price premium, where you can differentiate yourself from the competition. In contrast, a company that plans to challenge established business practices is following a disruption model. Again, which one you pick will depend on the company you are valuing and the business you are targeting.
