It’s challenging enough to get a newborn baby to sleep through the night. But when you are the parent of a child born prematurely—thus carrying the increased risk for Sudden Infant Death Syndrome—that challenge grows for sleep-starved parents as well.Such was the situation faced by Nate Ruben and his wife, Sarah, with their first child who was born four weeks early in 2012. She was up multiple times a night to confirm their child was still breathing, and her overall wellness was suffering.Their worries led to a new product called the Smartbeat, which can keep a trained eye on infants while they sleep to make sure parents can rest easily.
Invent a product that fits the market's Goldilocks zone. Not too hot; not too cold; just right—a market that has enough competition that you know buyers are searching it but not so much that you'll be lost in the crowd.