But it is not business.
It's paying our bills and making a nice profit… are you sure? ;) We are incorporated as a California LLC, so I think we meet the technical definition of being a business.
The short answer to your question is stop being afraid and start googling. To put things in perspective, if there was a college class taught on all the non-geeky stuff we needed to learn in order to start MealSquares, everyone reading this site would sleep through it and get an easy A. Sometimes being a bold agent really is all that it takes. Being highly intelligent and analytical makes you overqualified for most tasks that “regular” people routinely do. For example, to name MealSquares, I generated lists of nouns and verbs in text files and combined them until I stumbled on something we really liked. In principle our product could have been named by a “regular” marketing person who studied communications in college, phones it in at their 9 to 5 corporate job, and keeps thinking of names until they find one their boss doesn’t hate, but we’re hoping having a clever name is something that will give us a cumulative edge.
Or to give you another example: When our employees bake MealSquares at the commercial kitchen we rent space at, they bake them using square molds we had custom made at a factory in China. Sounds impressive right? Here was the procedure for getting those molds made:
The key to startups in my opinion is making something people want. You want to pay a lot of attention to what’s going on in the economy and what sort of products succeed and fail, without suffering from hindsight bias and seeing all success as obvious in retrospect. A good sign that you’re on the right track may be that you are sometimes confused when you hear that a product has succeeded, because then you know you are at the point where you are diffing the world against some internal model you’re building. MealSquares is my fourth startup attempt. The two before MealSquares were complete failures, so I generated a huge list of all my ideas and did market research on all of them trying to figure out which had potential. I concluded that none of them represented a sufficiently compelling need in the market and reluctantly redirected my surplus ambition towards other things (taking Coursera classes on machine learning after getting home from work). The meal replacements Romeo was playing with almost immediately struck me as representing a much stronger need than any of the ideas I had been looking at before, and fortunately I managed to convince him to work on commercializing them.
Thanks, so, to sum it up, the world is moving from ownership-based capitalism where you must own a shoe factory in order to manufacture shoes to everything is a service.
There is just one thing I don't fully understand. How comes a fraud did not start it earlier nor do you get outcompeted by a fraud?
Because I would expect that scenario. Businessmen, who understand the market, not smart science geek stuff, should notice the demand earlier. But not knowing how to satisfy it, they would just make up something, like market any random fruit bread as nutritionally complete.
A blog post by Athrelon on More Right.