Difference between a great idea and a great new business venture idea

Now great entrepreneurs are very adept at finding small gaps in the market where there is an unmet, or underserved need.

However, not every unmet need means it is going to make a great business in its own right. Sometimes, it can be served very well by an existing business.

Here is a great example of a real need (that until today I didn't realise exists), that can be served by an existing player much easier than by a startup.

This is Google Mail's new Mail Goggle feature.