Carve out a niche and strive for innovation. — First, decide what it is that you want your business to be. Are you looking to one day claim the largest market share of any company in your industry, or is being the top player in a smaller niche your ultimate goal? The answer to this is critical, as the former would certainly involve higher risks, a much more sizable budget and stiffer competition. Getaroom.com’s strategy isn’t to stuff as many hotels it can find into its portfolio; instead, the company focuses mainly on offering discounts at boutique hotels and rental properties.