00:08all right hello everyone
00:11I've got a lot of content to get through
00:13so I'm gonna move fast Buckle in if you
00:17are looking for a startup idea right now
00:19I'm going to try to help but more
00:21importantly I'm going to try to give you
00:22the conceptual tools to think about
00:24startup ideas in a sophisticated way the
00:27way that we think about them at YC
00:28here's the thing uh no one not even YC
00:31knows for sure which ideas will succeed
00:34and in any case if your idea succeeds
00:37has much to do with how well you execute
00:38as your initial idea anyway but certain
00:41ideas are much more likely to succeed
00:43than others and so my goal here is to
00:46help you stack the deck in your favor by
00:48starting with a promising idea the
00:50advice in this talk came from several
00:52places first I analyzed the top 100 YC
00:55companies by evaluation and I looked at
00:57how they all got their idea so I started
00:59with some hard quantitative data on how
01:01recent billion dollar companies actually
01:03came up with their idea it also draws on
01:06a classic essay by Paul Graham that I
01:08really recommend it's called how to get
01:11um it also comes from helping YC
01:12companies that pivot in the middle of
01:15the batch and learning over the years
01:16what advice helps them to find a new
01:20and then finally it comes from Reading
01:23thousands of YC applications that we
01:25rejected and looking at the mistakes
01:27that caused good Founders to come up
01:29with bad ideas and those are the
01:31mistakes I want to help you all avoid
01:33this Talk's got three parts first I'm
01:35going to tell you the most common
01:36mistakes Founders make with startup
01:39then I'm going to talk about how to know
01:40if your idea is good and then about how
01:42to come up with new ones okay the four
01:45most common mistakes with startup ideas
01:47so the most common mistake is just
01:49building something that doesn't solve a
01:51real problem for your users typically
01:55articulate the problem that you're
01:57solving you can put it in words but when
01:59you actually go and talk to the users
02:00it's just not something that they really
02:04we call it a solution in search of a
02:09let's go through an example so a lot of
02:11Founders come up with an idea with this
02:13kind of thought process they go hmm AI
02:16is cool what could I apply AI to
02:20and then they go look for a problem that
02:21they could solve with AI That's a
02:24solution in search of a problem and the
02:25reason it's dangerous is that if you do
02:27that you'll probably find a problem but
02:30it will it will be a superficially
02:31plausible problem it'll be a made-up
02:33problem that people don't really care
02:35about rather than a real problem that
02:37people actually care about
02:39and if people don't really care about
02:40the problem they won't really care about
02:43your solution so instead you want to
02:45fall in love with a problem
02:48the best way to find a startup idea is
02:50to start with a high quality problem now
02:53Sunrise Founders hear this and they
02:55decide to interpret that as guidance to
02:58work on some like huge societal problem
03:00like I don't know Global poverty or
03:03um no doubt those are real problems but
03:05they're they're too abstract to make
03:07good starting points for startup ideas
03:08you need something that's more specific
03:10something that's tractable with a
03:11startup the next mistake is getting
03:13stuck on what we call tar pit ideas
03:16what's a tar pit idea so there's this
03:19certain set of common startup ideas that
03:22have been around for forever they have
03:24been applying inroves to YC batch after
03:26batch for years and when founders start
03:29working on these ideas it's like they've
03:31gotten stuck in tar they never seem to
03:33go anywhere so we call them tar pit
03:35ideas here's what causes tarpet ideas
03:37they all form around some like
03:40widespread problem that lots of
03:41potential Founders encounter and it's a
03:44problem it seems like it could be easily
03:46solved with a startup but it's an
03:48illusion there's actually a structural
03:50reason why it's very hard or impossible
03:52to solve which is why after all these
03:54years no one has solved it
03:56and you can see why ideas like this
03:58would be so dangerous why they will
04:00cause so many Founders to waste months
04:02of their life stuck on a tarpet like
04:04they're very tantalizing from a distance
04:05because they're so superficially
04:07plausible as startup ideas here's a
04:09concrete example this is a very common
04:11tarpet idea that's been applied to YC
04:12for like 20 years this is like the
04:14stereotypical college student idea and
04:17it goes like this you think
04:19man every Friday or Saturday Saturday
04:22night when I'm making plans to meet up
04:24with my friends it's so inefficient I'm
04:26in all these different text threads and
04:28chat groups and we're like trying to
04:30make plans to meet up I'm just going to
04:32make an app to make it more efficient
04:34Well turns out that there are some
04:35structural reasons why this idea is hard
04:37which is why in like 20 years of people
04:40applying to YC with this idea nobody has
04:42actually pulled it off you can see why
04:44so many people have been attracted to it
04:45it's like it's a problem that almost
04:47everyone encounters at some point and it
04:49seems like it would be so easy to solve
04:51like you can just imagine the app it's
04:52just got like a list of events and you
04:54invite friends to it like it seems so
04:55simple the thing about tarpet ideas is
04:58that they are not necessarily impossible
05:00like I'm even open-minded that somebody
05:02will eventually make the like app to
05:04meet up with your friends idea of work
05:06is more accurate to think of them as
05:08common ideas that are much harder than
05:13so if you want to work on one
05:15um here's my advice first Google it it's
05:19amazing how many Founders skip the step
05:21of just like Googling for their own
05:23startup idea to see who has worked on it
05:25in the past you should find who's worked
05:27on this in the past and actually talk to
05:29them if you can try to figure out what
05:32the hard part of this idea is that has
05:35caused other people to not be able to
05:37solve it yet the next mistake is simple
05:39it is amazing how many Founders will
05:43basically just like jump into the first
05:44idea they have without even stopping to
05:46consider whether it would actually make
05:49but more dangerous is the founders on
05:52the opposite side of the spectrum who
05:54sit around waiting for the perfect
05:55startup idea and of course there is no
05:57such thing so these people just never
05:59actually start a company so if you
06:00imagine that there's like a spectrum
06:02between picking the first idea that
06:04comes to mind and waiting for the
06:05perfect idea and you know somewhere in
06:08the middle there is this like happy
06:09place which is the place that you want
06:11to be right and the way that Paul Graham
06:13put this is that you should think of
06:15your idea as a good starting point
06:19new startup idea is perfect and no
06:21matter what you start with it's probably
06:22going to morph anyway so you just want
06:24to have an initial idea that has enough
06:26interesting qualities that can morph in
06:29the right direction so now suppose you
06:30have a startup idea and you want to know
06:32if it's good I'm going to give you a
06:34framework for this and the format of the
06:37framework is 10 key questions to ask
06:39about any startup idea so the first one
06:41is do you have founder market fit if I
06:44depict like one most important criteria
06:46it'd probably be this one and what I
06:48mean by founder market fit is just are
06:50you the right team to be working on this
06:53and a great example of what good founder
06:56market fit looks like is plan grid so
06:58plan grid makes an iPad app to view
07:01construction Blueprints and to the
07:03founders of plan grid were Tracy and
07:05Ralph and Tracy had worked in the
07:08construction industry and she knew a lot
07:09about construction and Ralph was an
07:12awesome developer who was like the
07:14perfect person to build this iPad out if
07:15you're going to imagine a team to start
07:17playing grid the team that you would
07:19imagine would look you know something
07:21like that and that's what good founder
07:22market fit looks like it's like this
07:24team is obviously the right team to work
07:26on the idea in fact founder market fit
07:30that I would recast your search for a
07:33startup idea when most people go to pick
07:36a startup idea they try to look for a
07:39good startup idea like in the abstract
07:42and instead I would think about this
07:44exercise as an exercise to pick a good
07:46idea for your team you with me it
07:49doesn't matter if something is a good
07:51startup idea for someone else if it's
07:53not a good idea for your team so you may
07:56as well just look for ideas that you
07:58would actually be good at executing okay
07:59number two how big is the market
08:01obviously you need a big Market which
08:03for startups typically means like a
08:04billion dollar market but actually less
08:07obviously there are two kinds of markets
08:09for startups that are good
08:11um ones that are big now and ones that
08:13are small but rapidly growing
08:15and an example of the second one is
08:17coinbase so when coinbase got started in
08:202012 the Bitcoin trading Market was
08:22minuscule but even at that time it was
08:24pretty obvious that if Bitcoin succeeded
08:27the way people hoped that it would that
08:29this would eventually be a billion
08:31number three how acute is this problem
08:34so as I said earlier the most common
08:36mistake is just like working on
08:38something that just isn't really a
08:39problem or it's just not a problem that
08:41people care enough about
08:43um here's an example of the opposite
08:45here's an example of what a good problem
08:50so Brax from Winter 2017 makes a credit
08:55and before brex if a startup NYC wanted
08:58a corporate credit card they literally
09:00could not get one because a no bank
09:02would give a credit card to a startup
09:05that's a good problem like if you're if
09:07the alternative to your solution is
09:09literally nothing that's what a good
09:10problem looks like okay next do you have
09:14now most Founders think that if you have
09:16competition that that's bad but
09:18counter-intuitively it is the opposite
09:21most good startup ideas have competition
09:24but if you were going up against
09:26especially entrenched competition you
09:28typically need a new insight next one is
09:31like do you want this personally
09:34do you know people personally who want
09:36this it's amazing how often people start
09:39companies where the answer to both these
09:41questions is no if that's the case you
09:44definitely got to worry that you know
09:46maybe nobody wants this so definitely
09:48time to go talk to some users
09:51only recently become possible or only
09:53recently become necessary
09:55so something has recently changed in the
09:57world like a new technology regulatory
10:00change or a new problem that is often
10:04what creates a new opportunity
10:06and a great example of this is company
10:08called Checker which does background
10:10checks via VIA an API so it's an API for
10:14doing background checks on people and
10:16roughly the story of Checker is delivery
10:20services like doordash and instacart and
10:23Uber started to take off
10:25and they were all hiring huge pools of
10:27delivery people and workers and they
10:29needed to run background checks on all
10:30of these people and there were at the
10:33time already a bunch of large existing
10:35companies that run background checks but
10:37they weren't well suited for this very
10:39new use case and that is like exactly
10:42the kind of change in the world that
10:44creates a new opportunity let's talk
10:48so a proxy is a large company that does
10:52something similar to your startup but it
10:54is not a direct competitor
10:58a good example of this in practice is a
11:00company called rapid which does food
11:02delivery in Latin America and when
11:04rapping got started there were already a
11:06few delivery companies in other parts of
11:07the world like doordash they're doing
11:09very well they just hadn't caught on in
11:11Latin America yet and so doordash was a
11:14great proxy to show that this idea of
11:16doing food delivery in Latin America
11:17would probably work is this an idea
11:19you'd want to work on for years but this
11:22is a tricky one like sure if the answer
11:24to this question is yes that's a good
11:26sign but often it's not often an idea
11:29grows on Founders over time as it starts
11:32to work as I'm going to talk about in a
11:34moment a lot of the best startup ideas
11:35are in boring spaces like tax accounting
11:39software or something like that like no
11:40one is particularly passionate about
11:41like nobody starts off being passionate
11:44about tax accounting software
11:46um but tax accounting software is
11:48probably a good business and if you're
11:50actually running a successful business
11:52you tend to become passionate about it
11:54over time okay is this a scalable
11:57so if you're building pure software the
12:00answer is yes because software skills
12:01infinitely and you can just like check
12:04um the place for Founders most often get
12:06into trouble here is with Services
12:08businesses like agencies or Dev shops
12:10anything that requires like high skill
12:12human labor in order to serve your
12:14customers okay and my last question is
12:17is this a good idea space which of
12:20course means I need to tell you what an
12:22idea space is this is a concept from my
12:24colleague Dalton who you'll hear from
12:26later in this course
12:27an idea space is like one level of
12:30abstraction out from a particular
12:32startup idea it is a class of closely
12:35related startup ideas
12:37like software for hospitals or
12:40infrastructure monitoring tools or food
12:42delivery services and here's the thing
12:45different idea spaces have wildly
12:49over the last 10 years if you started a
12:52company that did like fintech
12:54infrastructure or vertical SAS for
12:57Enterprise the the probability that your
12:59company became a billion dollar company
13:01was astonishingly High
13:03whereas if you started something in
13:05consumer Hardware or social networks or
13:08ad Tech the success rate was like orders
13:12of magnitude loader and I can't say that
13:13that will continue to be the case for
13:15those specific areas because spaces
13:17flipped from hot to cold over time but
13:19it is still worth thinking about picking
13:24and a good idea Space is really just one
13:26that like you expect is going to have a
13:28reasonable hit rate for new startup
13:30ideas and one that has founder market
13:33that way even if your initial idea isn't
13:35quite right there are probably good
13:37adjacent ideas that you can sort of like
13:40I'm going to give a good example of like
13:42how this played out in practice so a
13:43good example of picking a good idea
13:45space is this company called 5tran from
13:47yc1213 and basically it's already 5tran
13:50is they started making this tool for
13:54and they went to some companies and they
13:56tried to sell it and the companies
13:58didn't want it so they pivoted and they
14:00built a different tool for data analysis
14:02and they went back to the same companies
14:04and they tried to sell them that one and
14:06the companies didn't want that either
14:08but each time they went to companies and
14:10tried to sell them some tool for data
14:12analysis they would learn more about
14:13what those companies actually wanted and
14:15So eventually they sort of stumbled into
14:17an actual problem into an actual tool
14:19for data analysis that companies
14:23this is why picking a good idea space to
14:26start with is so important like because
14:28the five Tran Founders were shopping for
14:30ideas and a fertile idea space they put
14:33themselves in a good position to like
14:35bump into a good startup idea if they
14:37had picked a bad idea space they
14:39probably wouldn't have found anything
14:40okay before I talk about how to generate
14:43startup ideas I've got one important
14:45topic to tell you about
14:47these are three things that make your
14:50startup idea seem bad
14:53but actually make them good and the
14:55reason that they make them good is that
14:57most Founders will shy away from ideas
15:00like these which leaves them on the
15:02table for smarter Founders to go and
15:04grab them and here they are
15:06ideas that are hard to get started ideas
15:09that are in a boring space and ideas
15:12that have existing competitors
15:14ideas that are hard to get started so
15:17Paul Graham wrote a terrific article
15:19about this called schlep blindness which
15:21I'd really recommend reading and the
15:22example that Paul discusses is stripe
15:24you all know stripe they make it easy to
15:26integrate credit card payments to your
15:28and the fascinating thing about stripe
15:31is that when stripe launched there were
15:33thousands of developers who already knew
15:36that this was a problem they had tried
15:39to integrate credit card payments to
15:40their site and they realized that the
15:41existing options sucked
15:43but strangely not one of them even tried
15:47to start striping and it's kind of a
15:50kind of a fascinating question why
15:51nobody else tried when so many people
15:53were in a perfect position to see this
15:56and the reason is that getting
16:00started building stripe required some
16:03things that seemed really hard you had
16:05to get a special deal with a bank you
16:08get to learn a lot about the
16:09nitty-gritty details of credit card
16:11infrastructure those things seemed so
16:14hard that they scared off all the other
16:17people who might have started stripe
16:18which caused them to leave this like 100
16:21billion dollar opportunity on the table
16:22for the stripe Founders to go and pick
16:24up okay the second one is ideas that are
16:27in a boring space and a great example of
16:30this is Gusto which makes payroll
16:34payroll software pretty boring right
16:37the thing is there are thousands of
16:39people who must have realized that
16:40payroll software sucked but because it
16:42was kind of a boring problem nobody
16:44tried to fix it until the Gusto Founders
16:45came along and the thing is that because
16:47most Founders shy away from ideas like
16:51boring ideas like payroll software have
16:53a much higher hit rate than fun ideas
16:57apps to find new restaurants to eat at
17:00or like apps to find the next song to
17:02listen to something like that like fun
17:04ideas get picked over boring ideas get
17:07left on the table for a long time
17:10now you might be thinking Jared why
17:13would I want to work on a boring idea
17:15that sounds you know boring
17:17but here's the thing even if you work on
17:19an idea that sounds fun at the outset
17:22the day-to-day reality of your startup
17:24is going to be mostly the same anyway
17:27either way you'll be mostly writing code
17:30fixing bugs talking to users like pretty
17:34much the same stuff and so I would argue
17:36that once the initial excitement of your
17:39idea has worn off and you are 6 or 12
17:43months in and you are grinding out the
17:45execution that makes your idea actually
17:49how fun the initial idea sounded
17:51actually has little to no correlation
17:53with how much fun you will actually be
17:56having working on your company
17:59and the last one is that Founders
18:01incorrectly shy away from spaces where
18:03there are existing competitors
18:04counter-intuitively most startup ideas
18:07most good startup ideas have existing
18:09competitors when founders go into spaces
18:11with no existing competitors they often
18:13find out that the reason that there are
18:15no competitors is because no one wants
18:18a great situation is actually a market
18:21where there are existing competitors but
18:23you've noticed something that they all
18:24seem to have missed or they all just
18:26kind of suck a classic example of this
18:28is Dropbox so when Dropbox launched they
18:31were already about 20.
18:34cloud-based file storage companies
18:37Dropbox was like the 20th company and
18:39it's space to launch naively you might
18:41have thought that that made this a bad
18:42Market I mean you would have gone and
18:44looked and said like oh there are
18:45already 20 competitors it seems like a
18:46bad Market to go into but if you were
18:48Savvy about startup ideas you would have
18:50realized that it actually made it a
18:52great Market and the reason is that even
18:54though there were like 20 companies
18:56doing this most people didn't use any of
18:59them and that strongly suggests that
19:02there actually was a problem here but
19:04the existing products hadn't solved it
19:07and Drew the founder of Dropbox had a
19:10very specific insight about what all of
19:12them were missing his Insight was
19:14basically their UI sucked and the reason
19:16their UI stopped was that at the time
19:18the way that they all worked is you had
19:20to like go to their website and manually
19:22upload your files one at a time into
19:24their website which sucked of course and
19:27Drew had really a technical Insight
19:29which was that if he integrated directly
19:31into the host operating system he could
19:33just sync your files automatically
19:34without you having to do anything and
19:36that was a real step function change in
19:38how convenient these Services were to
19:40use and that was the right insight okay
19:43let's talk about how to come up with
19:46startup ideas so it is possible to sit
19:49down and explicitly think of startup
19:51ideas and in a moment I'm going to talk
19:53about how to do this but it is actually
19:55not the best way the best way to have
19:57startup ideas is to just notice them
19:59organically and if you look at the YC
20:01top 100 companies at least 70 percent of
20:04them have their startup ideas
20:05organically rather than by like sitting
20:07down and explicitly trying to think of a
20:09startup idea and the problem is that
20:11when people sit down and try to think of
20:13startup ideas they tend to think of bad
20:15ones they're especially likely to think
20:18of the same set of tar pit ideas that I
20:20talked about earlier whereas startup
20:22ideas that occur to you organically are
20:24more likely to be good ones so if you're
20:27not planning on starting a company
20:28imminently and you just want to put
20:30yourself in a position to have organic
20:32startup ideas in the future here are
20:34three ways to do that this is like
20:36playing the long game to set yourself up
20:39um first is just like become an expert
20:41on something valuable if you're working
20:44at the Forefront of some field you'll
20:46see good startup ideas in that field
20:48and a great way to do that is to go work
20:50at a startup Harge talked about this in
20:52his talk last week if you're working at
20:54a startup you will become an expert in
20:56the thing that that startup does and
20:57that is really putting yourself in a
20:59position to have great startup ideas and
21:01finally if you're a programmer one thing
21:03that can work is to just build things
21:05that you find interesting even if
21:07they're not businesses they're not
21:08clearly startup ideas sometimes they
21:12turn into them over time and a really
21:16striking example of this is the story of
21:18replica this is exactly how replica
21:20started it was just something that amjad
21:22found interesting it wasn't supposed to
21:24be a startup originally okay but if you
21:26want to generate ideas for startups
21:28right now I'm going to walk through
21:29seven recipes for doing that I've tried
21:32to list these in order of How likely
21:34they are to lead to actually good ideas
21:37so start with the first ones okay here's
21:40the first one and the best one
21:43start with what your team is especially
21:47and think of ideas that take advantage
21:49of your expertise the reason that this
21:52is so effective is that any idea you
21:54come up with this way has automatic
21:56founder market fit do you see how this
21:58is almost like a hack to generate the
22:00set of ideas that has founder market fit
22:02here's a great example of like how this
22:05so a good example is this company resi
22:08which is like open door for rental
22:10apartments and before starting resi the
22:13founders have worked in real estate and
22:15debt financing and they were experts in
22:18and where they got into YC they spent
22:21the first month looking for ideas
22:23but the smart thing that they did is
22:25they only looked at ideas in that idea
22:28space in like the rough idea space at
22:30like the intersection of like real
22:31estate and fintech and that was a smart
22:34move because that is a very fertile idea
22:36space for startups like many billion
22:39dollar companies have come out of that
22:40idea space and the resi founders were
22:42experts in that idea space and so
22:45their search for a startup idea was
22:47pretty quick and painless and pretty
22:49quickly they came up with the idea for
22:51Rezi which is like an excellent idea and
22:53has perfect founder market fit so if you
22:56have specific expertise like the resi
22:58founders did you should definitely start
23:00by looking at ideas in you know the
23:03things that you're experts in
23:05um it is weird how many startups apply
23:08to YC and we look at their applications
23:10and the founders like are actually
23:11legitimate experts in something but the
23:13idea that they're applying with is like
23:15something completely different
23:17now if you're if you're a young founder
23:19if you're in college or something you
23:21may not have had a chance to develop
23:23it's like the level of domain expertise
23:25that the resi founders had so this may
23:27not be the right recipe for you so let's
23:29talk about some other ones
23:31the next recipe is to start with a
23:33problem you've personally encountered
23:35ideally one that you're in an unusual
23:38position to see so vetco is a website
23:43for veterinarians to order supplies so
23:46you can think about it like amazon.com
23:49and the short story of vetcove is that
23:52the founders are brothers
23:53and their dad is a veterinarian
23:56and growing up they would notice that
23:58the way he ordered supplies was like
24:00super old-fashioned like you'd have to
24:02like call up a supplier on the phone and
24:05like order stuff through like a 1-800
24:07number or something it was like very
24:10obvious that you could build an
24:11amazon.com kind of thing that would
24:14and I I love the story of vetco because
24:16it's such a great example of what a
24:20great startup opportunity looks like
24:22because thousands of veterinarians must
24:25have known that this was a real problem
24:27that it was really annoying there wasn't
24:28like a basic website where you could
24:30just go to order supplies but the thing
24:32is veterinarians don't start Tech
24:34startups very often and then on the
24:36other hand you had like thousands of
24:38programmers in Silicon Valley who were
24:40begging their heads against cisps and
24:42tarpet ideas totally unaware that over
24:45here there was like a really great
24:47genuine problem to work on
24:50and because of this when the vet
24:52co-founders got started they had no
24:54competition so this amazing idea just
24:56got left on the table for years so if
24:59you want to try to actually use recipes
25:01one and two here's a specific set of
25:03instructions for how to do it this is
25:05advice I often give to Founders NYC who
25:07are pivoting and who are looking for a
25:09new idea here's how it works
25:12for each founder on your team
25:14go through every job you've ever had
25:17plus all your internships plus like
25:20other life experiences
25:23and think really carefully about each of
25:26what problems did you come across
25:30what did you learn that other people
25:34What are problems or opportunities that
25:36you've been in kind of a special
25:40those are the best places to start
25:42looking for startup ideas okay the next
25:45one is to just think of things you
25:47personally wish existed this is like a
25:49really classic recipe this is very
25:50common advice great example of this is
25:52doordash the short story of doordash is
25:55that the founders of doordash were
25:56undergrads at Stanford and the thing
25:58they really wanted was to be able to
26:00just order food from local restaurants
26:01and have it delivered to their dorm and
26:03before doordash you couldn't do that so
26:05they started doordash and this is a
26:10this is the recipe that is most
26:13dangerous and potentially leading to tar
26:15pit ideas so if you're using this recipe
26:17you just gotta stop and think for a
26:19second is there a reason why this thing
26:20doesn't exist yet okay the next one is
26:23to look for things in the world that
26:24have changed recently that might have
26:26created a new opportunity a great
26:28example of this is covet
26:30so when the pandemic started it changed
26:32daily life for all of us and many
26:35Founders realize that this created the
26:37opportunity for new companies and some
26:39very successful startups came out of it
26:42one of them is this company called
26:44gather town which builds like this fun
26:46way to hang out with other people online
26:48and the founders of gathered town were
26:50actually working on a different idea
26:51that wasn't going so well and when the
26:53pandemic started they pivoted to this
26:55because it was obvious that like the
26:57change in behavior of the pandemic had
26:59created a bunch of new opportunities you
27:01can also look for companies that have
27:03been successful recently and look for
27:06new variants on them
27:08a good example of this is a company
27:10called Nuvo cargo Nuvo cargo is a good
27:13example of explicitly sitting down to
27:15try to think about startup ideas and
27:16actually finding a good one which is the
27:17thing that I told you is hard to do
27:19pneumo cargo is basically flexport for
27:21Latin America they help U.S companies to
27:24import stuff from Mexico
27:26and the story of nuva cargo is that
27:28Deepak the founder was working on a
27:30different idea NYC and he realized that
27:32his idea wasn't going to work
27:35and he went on like a systematic search
27:39and he picked Nuvo cargo for for very
27:42analytical reasons he picked it because
27:44it was a large Market
27:45because they were good
27:47proxies from other companies flexport
27:49and he picked it even though he didn't
27:52have deep domain expertise in the import
27:54export space because he had some
27:57connections that would enable him to get
27:58started and he felt like he would just
28:00be very good at running this kind of
28:02operationally intensive business
28:04and that worked really well Niva cargo
28:06is doing super well you can also go and
28:09talk to people and just ask them what
28:11problems they have this this can work
28:13the the downside with this recipe is it
28:15actually requires a lot of skill if you
28:17want to do this I would recommend first
28:19picking a fertile idea space and then
28:23going and talking to people within that
28:25idea space and I would also recommend
28:27talking not just to potential customers
28:30but also to potent but also to founders
28:33of companies in that idea space to get
28:36advice about what ideas are actually
28:38worth pursuing and a good example of
28:40doing this successfully is a to B and A
28:43to B was in the position that a lot of
28:45Founders that struggle to find good
28:47startup ideas are in which is that the
28:48founders were pretty young and they
28:50hadn't acquired a lot of specific domain
28:52expertise like the resi founders had yet
28:54but they really wanted to do a startup
28:56and they wanted to do a startup that had
28:57like a genuinely good idea the way that
28:59they came up with the idea for ADB was
29:01very systematic and so I'm going to walk
29:03you through how they did it and really
29:05break it down for you so A to B makes
29:08fuel cards and if you haven't heard of a
29:10fuel card it's like a special kind of
29:12credit card for truck drivers when the A
29:15to B Founders got into YC they pivoted
29:17and they spent the whole YC batch
29:19looking for a new idea and here's how
29:21they did it first they picked an idea
29:24space and the idea space that they
29:26picked was essentially software for the
29:30and they picked this idea space despite
29:33not being experts at the trucking
29:35industry because they felt that it just
29:38should be a fertile idea space to go
29:40hunting for startup ideas the trucking
29:42industry is as like Big Industry hasn't
29:45been that disrupted by startups and
29:47software yet so they just felt like
29:48there were probably some good problems
29:50to work on in the trucking industry but
29:54they didn't know that much about the
29:55trucking industry so they didn't know
29:57what those problems were and so they
29:58decided that they would turn themselves
30:01into experts in the trucking industry
30:04and what they did is they actually
30:06physically drove two truck stops which
30:08were places where truck drivers are just
30:11Milling about and they would just walk
30:13up to truck drivers and like start
30:16talking to them and ask them questions
30:18about what their problems were
30:20they also talked to a lot of Founders
30:23who had started companies in the
30:24trucking space to get ideas for what
30:28problems were actually worth working on
30:30they would basically talk to like anyone
30:32who knew anything about Trucking that
30:34was willing to talk to them and as they
30:36did that they began to put together like
30:38a mental map of the space and where the
30:41good ideas were where the bad ideas were
30:43and they actually went through a whole
30:45bunch of different potential ideas
30:47before eventually deciding to work on
30:49fuel cards and I love the example of a
30:52to B Because A to B is one of the best
30:55new ideas to come out of YC in several
30:57years A to B is a phenomenal company and
31:00the approach that they used to find this
31:01idea is something that really anyone
31:03could do and most Founders don't do this
31:07because it just sounds like too much
31:10work so if you're willing to put in the
31:12work this is an amazing way to find a
31:14startup idea okay and my last recipe is
31:17to just like look for big industries
31:21any Big Industry that seems broken is
31:23probably right for disruption and
31:25finally I've got kind of a bonus recipe
31:26which is to just find a co-founder that
31:30already has an idea they're actually
31:31like a lot of people just on Startup
31:33School co-founder matching right now
31:34that already have an idea and are
31:36looking for a co-founder so if you don't
31:38have a co-founder and you don't have an
31:39idea that could be a great hack to
31:41getting both at the same time the last
31:43point that I want to leave you with is
31:45just to remember that it's often hard to
31:47tell if a startup idea is good or not
31:49and so while I hope the concepts that I
31:52talked about here will help
31:54typically the only way to know for sure
31:57if your startup idea is good is to Just
31:59Launch it and find out so if after all
32:02this you've got a startup idea and
32:04you're still kind of on the fence about
32:05whether it's actually a good idea or not
32:07that is my advice for you just launch it
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