Get Paid Before You Build
Everyone’s heard that old startup cliché: “Build it and they will come.” But if you’ve ever actually tried to launch something, you know that’s about as reliable as a weather forecast in April. The truth? Most people don’t just show up because you launched a shiny new product. So, what if you could flip the script and get people to pay you before you even build the thing? That’s what a “Revenue First” experiment is all about.
This guide is your playbook for spotting early revenue opportunities to earn real money and create real value for customers before you’ve sunk months (or your life savings) into building a full product. We’ll keep it real, practical, and loaded with stories and tips you can actually use. Let’s dive in.
Why “Build It and They Will Come” Is a Trap
Here’s the deal: The old-school way of starting a business - spending months (or years) building the “perfect” product before showing it to anyone - just doesn’t cut it anymore. According to CB Insights, 35% of startups fail because there’s no market need for what they built. That’s a third of all startups creating stuff nobody wants!
So, what’s the smarter move? Spotting revenue opportunities early by showing value upfront. Instead of “If you build it, they will come,” think “Show value, and see who’s willing to invest.” It’s about solving real problems with quick solutions, even if that means rolling up your sleeves and doing things manually at first.
Eric Ries, author of The Lean Startup, puts it perfectly:
“The only way to win is to learn faster than anyone else.”
And what better way to learn than by seeing if someone will actually pay for your idea before you build it?
What Does “Spotting Revenue” Actually Mean?
It’s not just about making a quick buck - it’s about finding those golden moments where customers are ready to invest money, even if your product isn’t finished (or hasn’t even started).
Ever pre-ordered a gadget on Kickstarter? Or signed up for a workshop that hadn’t happened yet? That’s spotting revenue in action.
Here are some classic ways founders do it:
Consulting or coaching: Offer your expertise as a service before building a platform.
Workshops or masterclasses: Teach what you know, live or online, and see who signs up.
Manual services: Do the job manually (concierge style) before automating it.
Early access or memberships: Let people pay for exclusive early access to your idea.
Airbnb started by renting out air mattresses in their apartment - no fancy app, just a simple website and a lot of hustle. That’s spotting revenue before building the solution.
How to Find Problems People Will Pay to Solve
So, how do you actually find those revenue opportunities? It all starts with understanding what people care about right now, not what you wish they cared about.
Talk to real people: Forget surveys for a second. Have real conversations. Ask, “What’s the most annoying part of your day?” or “What would you pay to never have to do again?”
Watch where the money goes: Check out what people are already spending on. Are there services or products they complain about but still pay for? That’s a clue.
Stalk your competition (in a non-creepy way): Read reviews-especially the angry ones. Every 1-star review is a potential business idea.
Look for urgency: Problems that cost people time, money, or embarrassment are usually the ones they’ll pay to solve.
A 2023 Nielsen study found that 59% of consumers are willing to try a new brand if it solves a pain point better than their current solution. That’s your opening.
Crafting Quick-Value Offers: The Minimum Remarkable Offer (MRO)
Here’s your secret weapon: the Minimum Remarkable Offer (MRO). This isn’t some watered-down “minimum viable product.” It’s about crafting a simple yet compelling version of your product that can be used to test demand in the market.
Think of your MRO as the “appetizer” that gets customers hungry for the main course. It’s not the full product, but it’s valuable enough that someone would pay for it right now.
Some MRO examples:
Manual concierge services: Instead of building an app to match dog walkers, offer to manually pair up pet owners and walkers for a fee.
Early access memberships: Let people pay to be first in line for your new service.
Workshops or digital downloads: Package your knowledge into a live session or a quick guide.
Personalized advice: Offer 1-on-1 sessions or audits, delivered via Zoom or email.
The beauty of the MRO is that it helps you validate your idea without investing too much time or resources into building a full-fledged product. As entrepreneur Rob Fitzpatrick puts it in The Mom Test:
“You’re not looking for compliments. You’re looking for commitments-time, reputation, or money.”
If someone’s willing to pay for your MRO, you’re onto something.
Make Sure Your Early Revenue Fits Your Big Picture
Before you start selling dog-walking services in a city you plan to leave in six months, let’s talk alignment. It’s tempting to chase any cash you can get, but your early revenue opportunities should fit your bigger vision.
Ask yourself:
Does this quick offer help me learn about my target market?
Will it help me build relationships with the right kind of customers?
Can I use what I learn here to shape my eventual product?
For example, if your dream is to build a SaaS platform for small businesses, offering manual setup services or consulting to those same businesses is a perfect fit. You’re earning, learning, and building trust at once.
Paul Graham, co-founder of Y Combinator, famously said:
“Do things that don’t scale.”
That’s not just about hustle - it’s about learning what matters most to your future customers.
Why This Approach Is a Startup Superpower
Most startups don’t fail because they couldn’t build the product; they fail because nobody wanted it. According to a Startup Genome report, 74% of high-growth startups fail because of premature scaling. Translation: They built too much, too soon, for too few paying customers.
Spotting and validating revenue opportunities early is your insurance policy. It means you’re not guessing - you’re getting paid to learn what works. Plus, when you show up to investors or partners with real revenue (even if it’s small), you look a whole lot more credible.
Sarah Leary, co-founder of Nextdoor, put it best:
“You have to find the people who care enough to pay, not just say nice things.”
Delivering value early-before you build-means you’re building a business, not just a product.
How to Put This Into Practice: Your Revenue-First Roadmap
Here’s how you can start spotting revenue opportunities and building a business that earns from day one:
Start with conversations, not code.
Get out there and talk to people. Listen for real pain points, not just polite feedback.Create a Minimum Remarkable Offer.
Package your solution in a way that’s valuable enough for someone to pay for right now-even if it’s just a manual service or a workshop.Test your offer with real customers.
Don’t be afraid to charge. If people pay, you’re onto something. If not, tweak your offer and try again.Align your early revenue with your long-term vision.
Make sure what you’re selling now helps you learn about your target market and builds relationships for the future.Keep learning and iterating.
Every sale, every “no,” every bit of feedback is data. Use it to refine your offer and get closer to product-market fit.
Final Thoughts: Don’t Wait - Get Paid to Learn
Don’t fall for the “build it and they will come” myth. Instead, focus on spotting early revenue opportunities by solving real problems, even if it means doing things manually or offering a simple Minimum Remarkable Offer.
Talk to real people and find urgent problems.
Craft quick-value offers that people will pay for now.
Make sure your early revenue fits your long-term vision.
Use what you learn to shape your future product and your business.
Building a startup is hard. But if you start by spotting revenue and delivering value before you build, you’re already way ahead of the game. Go out there, show value, and see who’s ready to invest in your idea before you invest everything you’ve got.