Ask HN: Building a solo business is impossible

I, like many engineers, dream about turning my love to programming into a side business. Nothing crazy, but enough to replace an average SWE income. And I, like many engineers, fell into the "build, and they will come" trap.

I tried to build, calibrate, engage in SEO, talk to customers, but I can't seem to find traction. On one hand, people say that you need to build to solve a problem. You find a problem in a niche, say accounting for plumbers, and build for that, then you just go and market to these people. On the other hand, I see people who advocate for "I just built something that I needed, and it got traction". There are multiple examples for both camps, but the problem is that they contradict each other.

This leads me to believe that most people either get lucky and then apply a framework in retrospect to justify their luck, or they simply don't tell the whole truth.

I want to escape a salaried coder job, more so with the "push" of vibe coding across the board. But I have no idea how to approach a business. I refuse to believe that everyone who succeeded with a side project and replaced their job - is a liar, but maybe the truth is that it does not take 7 months, but 7 years?

Anyone got something helpful to share in that regard?

15 points | by fnoef 4 hours ago

12 comments

  • lyfeninja 2 hours ago
    Hang in there. It does take longer than you think and it's a marathon with a lot of peaks and valleys.

    You do need a market, not just a product. You also need to network to get input, partners, and build a BD pipeline. You don't necessarily need revenue at first, you need to prove external interest, whether that's a beta, pilot, or collaboration/partnership. All these things will add to your momentum.

  • dzonga 42 minutes ago
    go to the Harvard MBA for Bootstrappers i.e https://longform.asmartbear.com

    one of the recommended posts: https://longform.asmartbear.com/problem/ which goes to the heart of what you're experiencing.

    play in large markets, very large in absolute numbers i.e B2B but small enough not to attract major VC companies - again play in large markets - don't listen to indie-hacker influencers that are making stuff for other indie hackers.

    luckily everyone is running into A.I now - so there's plenty of things to be solved. not sexy, you've to look hard, screen hard (cz some opportunities look credible till you do the math i.e is there a large number of people, what is the willingness of those people to pay)

    most of your work will be in marketing (marketing not selling) i.e researching to find out which problem will people actually pay for - what are the market dynamics - then only will you code a product.

    tip: for a solo business - you've to be in an ecosystem kinda place.

    • rakshitpandit 15 minutes ago
      I myself am facing marketing as the biggest challenge. I used to believe "a product so good that it sells itself" has to be the biggest lie. We're in this era where building and shipping are super fast, and reaching TAM has become the hardest problem.
    • dzonga 32 minutes ago
      just to add - you've to work the marketing problem from reverse.

      how much money do you want to make - have an absolute cap on the annual amount e.g in 5 years you want to make 2m|5m|10m a year.

      then choose your markets based on whether they can support that amount.

  • jgbmlg 3 hours ago
    7 years, or rather, more time than you expected is correct. Generally, success happens slowly. To succeed, just don't fail. If you keep your job, muddle along with your side business, avoiding debt, keeping your fixed costs low, and most importantly, survive, your customer base will grow and your competitors will melt away. If you are not luckier or earlier than others, you will still succeed by being more patient than others.
  • remyp 1 hour ago
    I'm attempting to solve this cold start problem by pooling money with other operators to buy an existing business. We're currently closing on our first acquisition and plan to do more if the experiment goes well[0].

    Please feel free to reach out (contact in profile) if you're curious about the approach, I'm happy to answer any questions.

    [0] https://www.notion.so/notventurescale/Wild-Built-Incubator-2...

  • daemin 3 hours ago
    I too am in a similar situation, where I am building a niche product - partly for my own benefit, partly for learning, but mostly with the idea of selling it as a commercial product.

    I have plenty of worries about it - will the product sell at all, is the product too niche so I'll have sales but not enough to make it full time, am I barking up the wrong tree and there is already an open source free alternative that I've somehow missed, what if nobody likes it? All sorts of stuff, some warranted, and some just the usual fear of making something and putting it out there.

    With that being said I do consider a big portion of success being luck, as any one lucky event could catapult you to riches, and any unlucky event could ruin any chance of that happening, but in the end you have to take a risk and put yourself out there for the lucky events to happen.

    But as with all risky things you have to be prepared for it all to go to shit, and then have enough of a support network which will help you get back onto your feet.

    I genuinely hope that other people have some more concrete advice here or even war stories to tell.

  • fiftyacorn 1 hour ago
    The issue is that building is the easy bit, but most devs lack sales and marketing

    Its like a builder cpuld build a doctor surgery but it doesnt make them a doctor

  • late_night_fix 1 hour ago
    I feel like it's not luck vs strategy.May be it's just time+ exposure.The more you build and put things out there,the higher you chances something clicks.
  • aristofun 37 minutes ago
    > This leads me to believe that most people either get lucky and then apply a framework in retrospect to justify their luck

    Yes, congratulations on finding the truth.

    This is the pattern 95% of business, psychology and other pseudoscience is built upon.

    The 2 main system reasons behind it: 1) any complex system cannot be really calculated farther in the future than a very short timeframe 2) natural human brain tendency to organize the observed universe into patterns.

    The good news is that if you keep buying lottery tickets your chances of winning at least once also grow.

  • bigfatkitten 4 hours ago
    If you’re an expert in a particular niche and people just bring you work, then being a solo operator works fine.

    You choose which engagements to take on based on your own capacity, and you’re not burning cycles on business development etc.

    • fnoef 3 hours ago
      The problem with such advice is that it requires me to go back in time and fix my life. I am not an expert, I started this career when I was barely an adult, and did it for fun because I liked it and the money was good. I wasn't thinking about "building a professional circle" or staying in touch with past colleagues.

      So advice like "use your network to find freelance / contracting" is not helpful to me. So there are two options for me: either find a way to make it work now, or accept the fact that I fucked up my life and I just need to wait for the inevitable replacement by AI. I doubt that every successful entrepreneur started to build a professional circle at the age of 21. But I might be wrong.

  • nacozarina 2 hours ago
    People were sold on the lie that solo was the way to go.

    Solo, not one time in all of human history, has ever been the way to go.

    Of all the lies you could chose to believe in life, this one is the worst.

  • anovikov 3 hours ago
    I know one guy who actually succeeded. He ran a hard-mode outsourcing shop for like, 15 years, for many years making 100-150K/month net in his pocket, but with AI, it went to zero by about end of 2024, so he was left with no income and lost all his (rather large) team. He started experimenting with products and after about 3-4 failed tries, landed a successful one which nearly replicates his old income, it is a mixed (live women and AI) porn webcam app. Took more than $2M sunk into dev and marketing costs before he hit PMF. He still spends almost everything he makes on research into new niches - fintech, trading, various scam niches, and more porn, but so far nothing else sticks.

    Yet, he is delighted to not have to run outsourcing shop anymore, and make same income with much smaller team and much more ethical line of business than outsourcing.

    • throwaway5465 1 hour ago
      Delivery and porn are basically 95% of the new economy so good for him getting into position - so to speak.
    • rl3 1 hour ago
      >... it is a mixed (live women and AI) porn webcam app.

      >... various scam niches ...

      >... and much more ethical line of business than outsourcing.

      Wild.

      • pixel_popping 1 hour ago
        Morality aside: To be fair, having ran many legitimate businesses and knowing few people that did the opposite, I must admit that the difficulty level in running "elaborated grey activity" is actually quite complex, people have this belief that it's actually "easier" but I doubt it's the case, many many more guardrails (accounts, anonymity, money where it goes, how can it be sustained...)
        • anovikov 54 minutes ago
          That's right. That shit is hard. But it's the only possible niche for someone who's an outsider and doesn't have a Valley network: do something legit companies can't do for regulatory reasons. Otherwise, well-funded companies with deeply networked founders where both funding and actual sales are done between people who knew each other from school or are relatives, they will just eat your market and will never even notice you.
      • anovikov 21 minutes ago
        Yes, people who never did outsourcing don't know how dirty it is.
  • zoeylee130 2 hours ago
    [dead]