first-mover

The term refers to a company or individual that is the first to enter a particular market or industry with a new product, service, or technology. This position can provide several advantages, such as establishing strong brand recognition, securing key resources, and setting industry standards, but it also comes with risks like high research and development costs and the potential for competitors to improve upon the original offering. First-movers are typically targeting early adopters and innovators who are willing to take risks on new and unproven products or services.