Strategy for Start-ups
Joshua GansErin L. ScottScott Stern
HBR, May-June, 2018
https://hbr.org/2018/05/do-entrepreneurs-need-a-strategy#strategy-for-start-ups

This is a super article that I recommend you read in its entirety (HBR reprint R1803B)

The Entrepreneurial Strategy CompassStrategic opportunities for new ventures can be categorized along two dimensions: attitude toward incumbents (collaborate or compete?) and attitude toward the innovation (build a moat or storm a hill?). This produces four distinct strategies that will guide a venture’s decisions regarding customers, technologies, identity, and competitive space