The problem with becoming popular as an outsider is that eventually you become so popular you are no longer considered an outsider – your business is now part of the mainstream.
And once you become popular, if your entire business plan is based solely on the “outsider” positioning, how do you survive?
Many online companies have come and gone because they have been built solely on one element. You need to offer more to make your business sustainable in the marketplace. Being labeled the “rebel company” may get you attention and initial sales, but once everyone likes your rebel style – you won’t be a rebel anymore.
Is your business able to grow beyond that initial offering?