The founding team is making decisions on business strategy/model based on seeing what competitors are doing in the market … Does that make sense? It feels like a Me-too business…

Fast follower is the quickest and surest route to success. Execution is key though.

Depends on your definition of success.

Quick to follow might contribute to raising capital in a trendy emerging space (example: FlyCleaners, Washio, Cleanly, Delivery.com) but it has yet to be seen how successful any of these companies will actually be with regards to laundry in the long term.

Your founding team's approach is not unusual, nor is it wrong, but it's not likely it will result in anything groundbreaking, and it is very unlikely they will surpass already established competitors without a USP unless they have something else (capital, incredible tech team, superior execution) to push them to the top.

You mean like how Facebook followed MySpace and Friendster...?