The way Richard Branson starts businesses is very simple – that is why it works so often.
He looks at an industry where the market participants have accepted that the current way is the way this industry works (complacency). He goes and finds the most profitable part or sector of it, makes it better and focuses on the on that niche to establish a strong base before moving deeper into the industry.
That is how anyone can start a business! It is much easier and less risky – since you do not have to worry about the market and you are often surrounded by over confident competitors.