š¦šµš¼š½š¶š³š šš¼šš»š±š²šæ š§š¼šÆš¶ šĆ¼ššøš² šš š½š¼šš²š ššµš² šš¼ššš¹š š š¶ššš®šøš² š©šš š š®š±š² šŖšµš²š» š§šµš²š š£š®ššš²š± š¼š» š¦šµš¼š½š¶š³š When Tobi Lütke pitched Shopify to investors, they walked away. Their reason? The market was too small. At the time, only 40,000ā50,000 online stores existed. Even if Shopify captured half, it wouldnāt be a billion-dollar business. Years later, a VC who had rejected him asked: āWhat did I miss?ā Tobiās answer was simple but game-changing: āššØš® š°šš«š š«š¢š š”šāšš”š š¦šš«š¤šš š°šš¬ š¬š¦šš„š„. šš®š šš”šØš©š¢šš² š°šš¬ šš”š š¬šØš„š®šš¢šØš§ ššØ šš”šš šÆšš«š² š©š«šØšš„šš¦.ā š§šµš² šš¶š±š±š²š» šš¼šæš°š² š§šµš®š š¦šµš®š½š²š š š®šæšøš²šš Most investorsāand even foundersāmiss this key insight: A market isnāt just about demand. Itās shaped by friction. People werenāt avoiding online stores because they didnāt want them. They avoided them because starting one was too hard, too expensive, and too frustrating. Shopify removed those barriers. And every time they made the process easier, more people started businesses. The result? Shopify now powers millions of merchants worldwide. š§šµš² šš²ššš¼š» š³š¼šæ šš¼šš»š±š²šæš Before dismissing a market as too small, ask yourself: Is demand actually low, or is friction keeping people out? Can you remove that friction and unlock a much bigger market? The best businesses donāt just serve a market. They create one. Follow Vishu Bheda for more valuable startup insights from the world's best founders!
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