Do one thing and do it better than anyone else.
I remember encountering this business philosophy years ago when I walked into a Chipotle for the first time (originally written before the recent health scares). Pretty much all they did was burritos - very good burritos. The menu has expanded a bit since then, but their menu is still pretty focused and they let you craft a great burrito.
Enter Harry's - a newly launched website/business that sells two models of razors, blades for less than $2 each, and shaving cream. That's it.
These are special German-engineered blades for half the normal price and without the "Überschuss" (excess, waste). Harry's is from the same folks that focused on eye-wear to create the successful Warby Parker fashion eyeglass site.
So how do boutique websites compete with the world's largest ...?