Risk taking, cooperation and competition are the ingredients for entrepreneurial success, which CNRS and ESCP researchers1 have been looking into. They have decoded the strategy for conquering a new market space – crowdlending – initiated between 2014 and 2016 by an entrepreneur, who created a competition-free niche while contributing to implementing long-term regulations on crowdlending in France. This two-tiered strategy could serve for other emerging sectors, such as cryptocurrencies.