Wait, why do you think that &quot;The market is big&quot;?  When you did customer validation it failed because the city wasn&#x27;t big enough.  And when you looked at bigger cities you found have better options than this idea.   That sounds like the market is actually not that big.<p>Even the premise seems a bit fuzzy: Can we deliver a pizza in 10-15 min instead of 1-2 hours?  Is the problem that it takes to long to deliver or that the delivery is so varied?  Maybe people cared much more about the time it is delivered than the speed?  If I am told the pizza will be here at 8pm and it arrives at 8:20 I am annoyed, but if I was told it would be here at 8:20 I might be perfectly happy.  The question to determine is are they losing sales because of speed or because of the accuracy of the last time they had a delivery?<p>But above the question based upon your existing research why not open a joint in the bay that sells high quality pizza delivered and $1 pizza if you walk in as that is clearly what the market is validating?