If you truly don't have competition, then zoom out until you can define some. Competition can be as simple as the reliance on the status quo, Microsoft (since at some point Microsoft will compete with everyone for everything), or researchers in universities. Pick something, because saying you have no competition at all is a nonstarter.
Source: The Art of the Start: The Time-Tested, Battle-Hardened Guide for Anyone Starting Anything, Pages: 127
Contributed by: ~C4Chaos