where the map is the territory
"Here There Be Dragons"
Mapmakers in the 15th century drew images of dragons in unexplored territories. Places where only the bold or foolish went. Yet those adventurers were able to redraw the maps and bring back uncounted riches. The unknown became merely exotic and eventually familiar. Along the way explorers faced and overcame many challenges. We profit from their experiences.
Whenever a business ventures into new territory it's a good idea to engage the services of someone who has the experience and skills to navigate the unknown. There will always be an element of risk - some ventures will never be profitable - but risk management can improve the odds.
Whatever you want to build, wherever you want to go, focus on the needs and expectations of your customers. That is the heart of the user experience - to make it so easy to use that the process becomes transparent.