Too many first-time founders try to build something because they think it’s a good idea or they’re “interested in the space.” That’s a mistake. Start with pain—something that hurts enough that someone would pay to have it solved.
There are only three valid reasons to pursue a software idea:
If none of those three apply, pause here. You’re about to spend thousands of dollars and hundreds of hours solving something no one cares about. Your job as a founder is to solve something that’s already important—not to convince people it should be.
Skip the guesswork. Find the pain.
Once you identify the problem, try to narrow it even further. “Email marketing is broken” is vague. But “coaches waste hours every week formatting email reports for their clients” is something we can work with.
This is your lever. The clearer the pain, the easier the sale.
Do not build for “small businesses.”
Don’t say “anyone in real estate.” That’s a guaranteed path to noise, delays, and zero traction.
Instead, choose one very specific Ideal Customer Profile (ICP).
For example: “Real estate wholesalers doing 5-10 deals/month who use Podio as their CRM.”
That’s specific. That’s someone you can find, reach, and speak to in language that resonates.
Clarity here makes everything else easier: who you interview, how you phrase your cold outreach, what features you build, and what your landing page says.
The sharper your ICP, the faster you’ll see momentum. You’re not trying to serve everyone. You’re trying to win one corner of the market.
So take your painful problem and ask: