We builders chase product-market fit like it’s a mystical artifact. The map we’re given usually starts with advice like “find a problem.” Or worse, “scratch your own itch”.
This map leads many indie builders off a cliff.
Why? Because unlike funded startups with runway for meandering pivots, indie builders operate under tighter constraints.
Time is money, directly. Solving my own niche problem rarely scales without external validation. Chasing problems without confirming a paying market is a direct path to burnout.
I build something. It solves a real problem. But then, silence. No users, no revenue. The failure wasn’t the code; it was the starting point. The people with the problem either can’t or won’t pay.
It seems the standard advice skips the most critical question: Who has the money and the motivation?
The flaw in the framework
Starting with the problem or the solution feels natural. But it treats the paying customer as an afterthought. For an indie builder, this is fatal. I need signal, fast. And the strongest signal isn’t feature requests—it’s a paying customer.
The core failure isn’t in execution; it’s in the initial framing. We optimize for the what before validating the who.
A systems adjustment: Who first
What if I re-order the system. Instead of Problem > Solution > Customer, I try:
Target Audience (Who pays)
High-Value Problem (What they pay for)
Minimum Viable Offer (How I deliver and validate)
Here’s how I see that breaking down.
Step 1: Identify the payers
Forget vague demographics. Think economics and access. Who already spends money to solve problems in a domain I can reach?
What if I look beyond obvious tech roles?
And instead consider niches like boutique creative agencies, specialized trades (electricians, plumbers using scheduling software), independent financial advisors needing compliance tools, high-end e-commerce merchants optimizing logistics, or even specific freelance consultants.
How can I find them systematically?
I don’t want to just guess.
What if I use LinkedIn Sales Navigator filters for industry + role + company size? What if I search job boards for roles managing specific, expensive tools? What if I look for active members in paid niche communities or Slack groups? What if I analyze sponsors of industry newsletters relevant to a potential audience?
Seek budget signals.
Look for indicators before outreach. Are companies hiring roles tied to the problem area? Do competitors publish case studies highlighting ROI? Are there existing, expensive tools that my target uses (even if imperfectly)? High existing spend is a strong positive signal.
Step 2: Find their expensive pains
Once I have a potential “Who,” I can shift to listening, not pitching. Go where they are (forums, groups) and conduct brief, informal discovery calls.
I can also ask better questions and avoid leading questions about my potential solution. Instead, I might ask:
- “What’s the most repetitive or manual part of your week?”
- “Which task feels like it takes way longer than it should?”
- “If you had a magic wand for one workflow bottleneck, what would it fix?”
- “What tools are you currently ‘making do’ with for (problem area)?”
- “Have you tried to solve (problem area) before? What happened?”
As I do this, I can practice distinguishing annoyance from agony.
I’ll listen for the difference between minor inconveniences (“nice-to-haves”) and genuine, costly pain points (“must-haves”).
Strong emotional language (“hate,” “frustrating,” “nightmare”), mentions of specific time/money costs, or stories of failed expensive attempts to fix it signal real pain… the kind people pay to remove.
Step 3: Define and validate the minimum viable offer
Before building the full product, I need to validate the offer – the intersection of the value proposition and the price. The goal isn’t just feedback; it’s confirming willingness to exchange money for value.
What core promise am I making to solve their specific, expensive pain? How much is that promise worth?
I can also use concrete validation tactics. Here are a few:
Targeted landing page test:
I might create a simple page with:
Clear headline targeting the who + the pain
Stop Wasting 10 Hours/Week on (Problem) – The Tool for (Specific Role)
Bullet points on the core value prop
Solves X, saves Y hours, integrates with Z
A single call-to-action
Join Waitlist/Get Early Access
Drive $50-$100 of highly targeted traffic (like LinkedIn ads aimed at my specific ‘Who’).
Measure click-through and conversion rate
Based on the above, is there real interest?
Pre-Sale Offer:
If confidence is higher, I can structure a compelling pre-sale, like offering a significant discount (e.g., 50% off first year, lifetime deal) for early commitment.
In the pre-sale I’d clearly state the core problem being solved and the expected launch timeline with transparency. Getting even a few pre-paid customers would be immense validation.
De-Risking My Build
This Who-first approach isn’t about chasing trends. It’s about reducing existential risk for the indie builder.
By confirming market viability and willingness to pay early, I avoid building elaborate solutions for ghosts.
I align my effort with economic reality from day one.
For the indie builder, the solo creator, this isn’t just strategy—it’s survival. I can stop starting with the problem. I can start with who pays to solve it.
I have a feeling my future self will thank me.