Innovation usually happens in small increments. Uber/Lyft/x/y/z ride hailing app, airbnb/vrbo/booking, tinder/bumble/match/pof/bagel/hinge/x/y/z dating app, friendster/myspace/facebook/twitter/pinterest/imgur/giphy/justin.tv/twitch/reddit/hackernews/discord/beam/dlive/slack/x/y/z social app, they're all just incremental. I agree it'd be foolish to try and out-compete or out-spend a goliath, but I'm saying that you can still be competitive in other ways. Build something people enjoy, start there.