Zero People Care Strategy

A bootstrapping mindset framework that assumes zero initial market interest, helping entrepreneurs maintain realistic expectations and build sustainable businesses.

Core Mindset Principles

• Start counting from "Year -5" instead of "Year 0"

  • Helps maintain perspective when comparing to funded companies
  • Creates realistic timeline expectations
  • Gives 5 years buffer before expecting real progress

• Assume Zero People Care

  • Include family and close friends in the "don't care" count
  • Consider active naysayers as negative numbers
  • Helps avoid emotional disappointment when people don't understand your business
  • Prevents getting upset when even relatives don't know what you do

Survival Strategy

• Focus solely on survival for first 5 years
  • Make bringing in money the top priority
  • Keep doors open at all costs
  • Find market opportunities not heavily contested by funded players
  • Target niches that VCs might overlook (sub-billion dollar markets)

Market Approach

• Find balanced market opportunities
  • Look for existing markets that aren't overcrowded
  • Avoid heavily funded competitor spaces
  • Target segments too small for VC interest
  • Ensure there's enough market to sustain business

Business Validation

• First $1M revenue is key milestone for legitimacy
• Accept extended period of self-doubt
  • Expect 5-7 years before feeling like a "real" business
  • Deal with "imposter syndrome squared" as bootstrapper
  • Use self-doubt as motivation rather than deterrent

Practical Considerations

• Choose affordable locations
  • Avoid expensive real estate markets
  • Reduce personal burn rate
  • Give yourself longer runway
  • Don't feel tied to prestigious locations

This framework emphasizes maintaining realistic expectations while building a sustainable business through bootstrapping, focusing on survival first and growth second.