Zero to Sold: How to Start, Run, and Sell a Bootstrapped Business

If it’s too generic, narrow the niche by being more specific in who you want to serve. If there are too few prospects, broaden the niche by loosening the requirements for someone to fit into the niche.

Once previously underserved customers commit to paying, they will be your customers for a long time.

Many enterprise customers won’t buy from small companies out of fear they will vanish within a few years, and that fear is not unfounded. In fact, even for your own bootstrapped business, I would recommend against using services offered by companies smaller than yourself.

This can be Post-It notes, an Excel spreadsheet that does not involve numbers, anything that is a general tool applied to a specific problem.

What can I create to help them that way?

If your product is shareable, spend time on creating a referral system early in the life of your business. If it’s not shareable, defer this kind of system until you have exhausted better, more effective marketing techniques.

Can They Pay? Will They Pay?

the effect of referrals will depend on the shareability of your product. Some products will make sharing easier, like network-effect-driven collaboration tools, where a new user will add value to the network for everyone involved. Other products won’t be as easy to share, such as a tool that makes a recruiter find better leads—recruiters probably w

Successful businesses are built by solving critical problems for an audience that will pay for a solution to their issues.