About to start a business in a crowded market? And looking for ways to get an edge over the competition and beat the startup odds? I am afraid I have some bad news… I didn't crack the code and I’m not about to present you with a revolutionary alternative for building failure-proof startups. But what have I got instead? A (micro) book that introduces a new breed of startups... The Vertical Startups! A business type for down to earth, aspiring bootstrapped entrepreneurs for turning a late market entry into an advantage. In this book you'll - Why a late market entry has become the new norm - Which is the key precondition for a successful late (market) entry - What vertical startups are all about - Why trying to be better is NOT enough anymore - How today’s entrepreneurs set themselves apart from the crowd