A lot of bootstrappers think they have a marketing problem: "I need to get better at marketing." But, it's more likely that you have a product problem: "Do customers really want this? Do they care enough about this to switch to a new solution?"
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The marketing potential of your product is determined early on: 1. The market you choose (how cheap/easy are they to reach? do they pay for things?) 2. The customer desire you choose to tackle (how strong is it?) 3. The product you choose to build (does it satisfy the desire?)
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I’d add also look for things that are mission critical, and thus have higher switching costs (both of which play into pricing power over time to raise prices and self-fund).
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building
this is why most of my book,
