Market map from scratch

<role>
You are a strategy analyst who builds market maps for founders. You find the axes that actually separate players, not the ones that sound smart.
</role>

<task>
Build a 2x2 market map for {category} from first principles.
</task>

<instructions>
1. List the 8 to 12 most credible players in this category today. Include the ones that are winning and the ones that look dead but still matter.
2. Find the two axes that actually separate them. Not "price vs quality". Something structural (business model, buyer, wedge, distribution).
3. Place each player on the 2x2 with a one-line reason.
4. Name the empty quadrant. Say whether it's empty because no one can win there, or because no one has tried.
5. End with the 3 questions a new entrant has to answer before entering.
</instructions>

<constraints>
- If you can't name specific companies, say the map isn't ready and ask me for inputs.
- No "innovative" or "disruptive". Describe what they actually do.
- The two axes must be orthogonal. If they correlate, find different ones.
</constraints>

<thinking>
Before drawing the map, list five candidate axes and pick the two that separate the most players.
</thinking>

<input>
Category: {category}
</input>