Most founders avoid fragmented industry sectors because they are often viewed as inefficient, chaotic, and difficult to scale a business in. However, they also represent some of the largest untapped opportunities in the modern economy, as Rune Sovndahl recognized back in 2009, when he co-founded Fantastic Services and effectively reinvented the home services industry. All that was done by turning the industry’s biggest weaknesses into a core advantage. The Unique Challenges of Fragmented Industries The