Every resource founders actually use, in one library.

What founders use most, ranked by how many answers lean on it.

1. This is the cleanest breakdown we found of who is actually involved in a purchase: economic buyer, champion, end user,... Dock Article · About a 12 minute read · Starting Up The 6 Types of B2B Buyers (and how to sell to them) The Dock Team
2. Van der Kooij's Winning by Design frameworks are the practical standard for thinking about who you sell to in a real SaaS deal,... Winning by Design Book · About 211 pages · Starting Up Blueprints for a SaaS Sales Organization: How to Design, Build and Scale a Customer-Centric Sales Organization Jacco van der Kooij and Fernando Pizarro
3. Video · About 30 minutes · Starting Up Rahul Vohra (Founder/CEO, Superhuman) - The Product-Market Fit Engine Rahul Vohra
4. This is the clearest piece we found on the actual question: when a tight ICP has become too tight and you are leaving real... A Smart Bear Article · About a 15 minute read · Starting Up Adjacency Matrix: How to expand after PMF Jason Cohen
5. This is the practical step after you accept that not everyone in your industry is your customer. It walks through turning a... Startups.com Article · About 12 minute read · Starting Up The Ideal Client Profile Is Your Startup's North Star (Stop Ignoring It) Ryan Rutan
6. Video · About 50 minutes · Starting Up Julie Zhuo: How a Facebook Designer Thinks Julie Zhuo
7. This piece lays the B2B and B2C cases side by side so you can see that the axis of specificity is genuinely different: B2B... Geeks for Growth Article · About a 10 minute read · Starting Up How Do Startups Market B2B vs B2C Differently? Geeks for Growth
8. A real founder talking through the exact tension in this question: Michael built PgMustard for a market rather than only... Indie Bites (the Indie Hackers short-form sister podcast) Podcast · ~20 minute episode · Starting Up The slow and steady path to growth (Michael Christofides, PgMustard) James McKinven (host), Michael Christofides (guest)
9. This is the sharpest answer to the actual worry: Cohen names the sample-of-one problem directly and unpacks the seven hidden... A Smart Bear (Jason Cohen, founder of WP Engine) Article · ~2,500 words, 12 minute read · Starting Up "I scratched my own itch" isn't good enough Jason Cohen
10. Once you have a hunch about who your best customers are, you need to check it against behaviour, and Mixpanel is a real... Mixpanel Tool · Starting Up Cohort analysis: how to read the chart, choose a platform, and turn retention into growth Mixpanel
11. This is the most durable, genuinely free one-page ICP format your whole team can adopt without setting up a spreadsheet or... HubSpot Template · One-page fillable template plus short guide · Starting Up HubSpot's Free Ideal Customer Profile Template (Make My Persona) HubSpot
12. Most teams drift not because they disagree on who the customer is, but because nobody wrote down who the customer is NOT. This... M1-Project Article · Roughly a 10 minute read · Starting Up Negative Buyer Persona: What It Is and How to Create One Anton Mart
13. This gives you a concrete, bottom-up way to check whether your niche can actually fund the next stage, instead of guessing.... ktulrich.com Article · Article, approx. 10 minute read · Starting Up TAM, SAM, SOM, and the Beachhead Market: Estimating Market Size Karl T. Ulrich
14. This lays the two axes side by side: narrowing by industry (vertical) versus spreading across markets and geographies... Aexus Article · ~8 min read · Starting Up What is the difference between horizontal and vertical GTM strategies? Aexus
15. This is a long-running India-first founder show where operators walk through how they actually won ground here, including going... Indian Silicon Valley Podcast Podcast · Episodes ~60 to 90 min · Starting Up Indian Silicon Valley with Jivraj Singh Sachar Jivraj Singh Sachar
16. Skok names the multi-niche trap head on and backs it with a real portfolio-company story: a startup that chased a 2,500-branch... forEntrepreneurs Essay · Starting Up Focus and Market Segmentation David Skok
17. Courtland Allen founded Indie Hackers, so he has watched hundreds of small, bootstrapped founders pick niches and live with the... Software Engineering Unlocked Podcast · Approx. 45 min listen · Starting Up Start a Profitable Business in Six Weeks with Courtland Allen Michaela Greiler (host), Courtland Allen (guest)
18. Once you have decided it is time to move, this essay is the clearest short read on which direction to move in. Coelen lays out... Doctor Market Fit (Jeroen Coelen) Essay · Starting Up Five expansion strategies from your beachhead market Jeroen Coelen
19. This is an operator being honest about the exact trap in your question: you win your first segment, then find the second one is... The SaaS Podcast (SaaS Club) Podcast · Starting Up Vertical SaaS: 80 Doctors to 1,000 Customers (Zak Holdsworth, Hint Health) Omer Khan (host), with Zak Holdsworth
20. This is the clearest short case that how you reach customers is a real edge, not an afterthought behind the code. Horowitz... Andreessen Horowitz (a16z) Essay · About a 10 minute read · Starting Up Distribution Ben Horowitz
21. Stark spends his career arguing that specializing is what lets you raise rates, which is the direct counter to the fear that a... jonathanstark.com Essay · ~5 min read · Starting Up Skill vs Market Specialization Jonathan Stark
22. This is a concrete, hands-on guide to setting price by the value a buyer gets rather than by your costs, which is exactly the... Paddle Article · ~10 min read · Starting Up What is value-based pricing and how is it applied in SaaS? Paddle
23. Written by a VC, this makes the case that a small starting market is a strength, not a red flag, which is exactly the reframe... Equal Ventures Essay · Long read (approx. 15 min) · Starting Up Niche is the Next Big Thing Rick Zullo (Equal Ventures)
24. This is a free, copyable worksheet built on Dunford's method, with a dedicated target market characteristics box so you write... Miroverse Template · Fill-in worksheet · Starting Up April Dunford's Positioning Template (Miroverse) Erwan Derlyn (based on April Dunford's framework)

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