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If folks aren’t already buying what you’re thinking of selling, don’t start that business!

 There should be be evidence that folks are already spending money in the space you’re thinking of entering.

Before AirBnB, folks paid money to stay at hotels, B&Bs, cottages, vacation homes, and hostels.

Annually, people spend $570 BILLION on travel accommodation.
Entrepreneurs need to follow the money:

“Where is it already being spent, and how can I get a piece of it?”
Don’t look for “problems that need solving.”

Look for categories where people/businesses are already spending money.

From an entrepreneur’s POV, if folks are willing to spend money on it, it’s a problem worth solving.
Apple has consistently followed this approach.

They didn’t make the first:

- PC
- Laptop
- MP3 player
- Smart phone

They saw the existing demand, and built on it.
This approach isn’t just for bootstrappers.

Tesla, Microsoft, Apple, and Amazon all entered existing categories where folks were already spending money.

They rode a rising tide; they didn’t create the wave. 🏄‍♂️
Good point by Arvid:

There are other indicators that can show you whether a market is worth pursuing.

(However, existing purchasing behavior is probably the safest.)

https://t.co/Vv3ZWS0Ghp
BTW – you’re free to do whatever you want.

If you want to start a business based on your gut, go ahead! 😜

But if you want to reduce your risk, look for existing demand in your segment (or in a parallel category).
Even with good principles, there are no guarantees!

In surfing, you paddle out hoping to catch a good wave.

Knowing which wave to catch helps.

Being in the right place helps.

Having the right skills helps.

But even then, there are no guarantees you’ll ride that wave in.

More from Justin Jackson

Justin Jackson
Justin Jackson
@mijustin
Yesterday, I wrote about how easy it is to sell ice cream on a crowded beach: https://t.co/a9z2ZTixb7

Today, I’m at the local fair.

There are hundreds of vendors.

But there are also huge crowds who are hot and thirsty; lots of demand for cold drinks!

Go where the crowds are!


Again, this is just a metaphor!

But it’s a good reminder:

🍋 If you have a lemonade stand, it’s better to go somewhere hot, where there are a lot of thirsty people.

💻 If you want to make software, it’s better to go where there are a bunch of potential customers.

BTW - targeting a good market doesn’t mean you’ll automatically win!

There are a TON of factors that influence a business’ success (or failure).

But choosing a market that has a lot of demand (and good channels) is essential for future success.

In business, nothing is guaranteed.

You might be in a good market today, but tomorrow it could fall apart.

Markets are fickle.

Some days they want 🍦, other days they want 🥤.

The economy can go up, or it can crash.

A good competitor can come in and grab market share.

But this reinforces the point:

“Business is already hard, why make it harder?” – @asmartbear

Why try to enter a niche where there’s no demonstrable demand?

Why try to serve a total addressable market of 500, when you could go after 500,000 potential customers?
STARTUPS
Justin Jackson
Justin Jackson
@mijustin
You can't pull the market towards your solution.


Markets move towards desired solutions naturally.

(Like folks lining up for ice cream on a hot summer's day).

Our ability to influence the market is much lower than you think.

It's better to build your product to conform to the direction the market is moving.

Before folks start mentioning Steve Jobs and the iPhone ("Steve built a product we didn't even know we needed!")

Nope.

Steve recognized the market's existing momentum and saw an opportunity.

"Everyone has a cell phone." (momentum)
"But nobody likes it." (opportunity)


Markets move towards solutions on their own; founders can't pull markets over to their solution.

If you're struggling to gain traction, you likely have a problem in your:

- market
- product
- channels

(or all three)
STARTUPS
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Andrew Chen
Andrew Chen
@andrewchen
👇 Thread. New deck getting published this week: "Consumer startups are awesome, and here's what I'm looking to invest in at Andreessen Horowitz." If you want to read it, subscribe to my newsletter here: https://t.co/262t8eh0wf


1/ A lot of new consumer technologies have been introduced to US households in the last 100 years. But it's taken many of them - like the telephone - more than 50 years to get to the majority of the US. Why is that?


2/ We had to literally teach people how to use phone. Which end goes to your mouth, which goes to your ear. Say "hello" when people call. The motivation of consumers to talk to their friends has always been there, but we had to teach the behavior


3/ If you compare phones to the latest technologies, there's been a huge shift. Things are being picked up much faster.


4/ Even while there's been all this innovation recently, physically speaking, we are still the same human beings from 100,000 years ago.
STARTUPS
Jude Gomila
Jude Gomila
@judegomila
1/ If you want to find out what is in the Y Combinator S19 batch, @Golden has compiled (using public signals) a near complete list of truly exciting companies.

If we are missing any or you want to help improve the data you can edit the topics.

https://t.co/9QGLiEPsn3


2/ Here is the direct public query if you want to check it out:

https://t.co/aqb8qYN4y9

[Note: no off the record cos are in here unless they have been publicly launched already]

3/ Also, here are 2,000+ other YC companies we have generated information

4/ We used the Golden Research Engine to generate this information, which you can find out more about here and ping me if you want a
STARTUPS

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👇 Thread. New deck getting published this week: "Consumer startups are awesome, and here's what I'm looking to invest in at Andreessen Horowitz." If you want to read it, subscribe to my newsletter here: https://t.co/262t8eh0wf


1/ A lot of new consumer technologies have been introduced to US households in the last 100 years. But it's taken many of them - like the telephone - more than 50 years to get to the majority of the US. Why is that?


2/ We had to literally teach people how to use phone. Which end goes to your mouth, which goes to your ear. Say "hello" when people call. The motivation of consumers to talk to their friends has always been there, but we had to teach the behavior


3/ If you compare phones to the latest technologies, there's been a huge shift. Things are being picked up much faster.


4/ Even while there's been all this innovation recently, physically speaking, we are still the same human beings from 100,000 years ago.
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