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. 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.