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The token itself is not your new business model. What the token enables for you and for your users is the key part to focus on.
The key to competing and surviving against Wal-Mart is to focus your business into a niche or pocket where you can leverage your strengths in the local marketplace.
I can tell you that when you're counting every penny, knowing that you are a single bad decision away from bankruptcy, you inevitably lose focus on what really matters for your business.
Vertical search engines that match your business, service or products with a target market offer you a higher conversion rate than traditional search engines. Because they have already qualified their interest by coming to a search engine with a specific focus, searchers will be more receptive to targeted advertising.