If potential customers aren't already in motion (at some scale), then it's probably not a market worth pursuing for bootstrappers.
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In most cases, "market demand" isn't created by the entrepreneur. It's already there. Customers are already feeling the need. Entrepreneurs are tapping into that potential. We're responding to demonstrated demand.
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Realtors don't create the demand for houses; homebuyers do. Many realtors thought business would suffer during the pandemic, but instead, it went up! A number of external and internal factors came together and created a seller's market. Prices increased.
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If entrepreneurs could consistently and reliably "create demand" they would! But it just doesn't happen. What entrepreneurs *DO* have is choice. We get to choose which "pockets of pent-up demand" we target. We get to choose which market we build for.
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Before you build a product, you should be curious: “How many people might want this if I built it?” And you can look for evidence for how much demand there might be. You don’t just want to build something in your basement, and hope on a prayer that folks will want it.
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Sometimes, you get lucky. You build something because you want it, and when you release it, it turns out other people want it to. (This is especially true for tech products where the market is other tech folks who are similar to you)
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Your passion might create the spark that gets you into business, but it’s customer demand that pulls you forward. If passion = 100, but demand is = 0, you’ve got no business. To last a long time, you’ll likely need both: passion and customer demand.
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Yes, its why product market fit is a bit of a flawed mental model. You can high demand in a tiny market that does not grow.
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Yes there’s always at least some demand. But how much? And enough for your economics? The last part is the only part that’s in your control.
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You also control which market you target. It’s (arguably) the most important decision you make. Some markets are better than others (have more potential buyers, frequently buy products, are easier to reach and serve, have better distribution channels).
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