TechCrunch
When Itai Ben-Zaken's first startup failed in 2018, the former BCG consultant and Wharton MBA spent months trying to understand what he could have done differently during the five years he ran the company. After analyzing most of his major decisions, he concluded that while Comprendi, a digital ad recommendation business, was an interesting offering, its biggest mistake was trying to operate in a market with two dominant players: Google and Facebook. The largest carrier in landlord insurance — Travelers — represented only about 7% of the market, and the rest of the competitive landscape was distributed among 100 smaller providers, Ben-Zaken told TechCrunch.