A discussion with a colleague brought out this important point. Technology is not the real big thing,the real big thing is how you market it.Technology becomes a competitive advantage only if there is IP for that technology. It is need which is rather more fundamental . Identify a common need which is not filled out by anything that exists , there you have a potential to have a business there. ‘Staples’ came up because there was no store to supply office stationary in a channeled way.