The story of the punchplatform is worth having a look at. The punch team started small, is still very small, yet designed a platform that has now a great positioning because of the strength of its internal components (ElasticSearch, Kafka, Storm and Spark), and its unique value added. Part of that value is technical (there are some features in there), but a key part comes from the team value to provide professional services, and to start joint venture with many other thales teams.
All that was not a carefully well-designed plan, but instead results from an agile process that started from a simple log management use cas. Here is a quick summary of the punch : PunchHistory