Solo Business Roadmap (V1.

0)
Your Journey to Impact and Freedom
Written by Aliena Cai | Youtube | Linkedin | Instagram | TikTok | FastTrackUX
Jan 7, 2023

At a Glance
Below are the steps outlined in this roadmap. It's important to note that each business is
unique. Use this as a guideline, but apply your critical thinking to your product development
process.

1. Identify a solvable problem ❤ 2

2. Create an MVP ⭐ 4

3. Pre-sell the MVP 💰 4

4. Develop the product ⭐ ⭐ 5

5. Establish a sales channel 💰 💰 6

6. Iterate on the product ⭐ ⭐ ⭐ 6

7. Iterate on the sales channel 💰 💰 💰 7

8. Iterate on 6 and 7 ⭐ ⭐ ⭐ ⭐ ⭐ 8

9. Sell the business 💰 💰 💰 💰 💰 8

Enjoy every moment 🍃 9

I was invited by Figma to attend Con g 2023 in San Francisco in June 2023. Brian Chesky, the
CEO of Airbnb, said something that profoundly influenced my career path. Among all Fortune
500 companies, he is the only designer CEO. This fact underscores a signi cant disparity: the
limited representation and influence of designers in top business leadership roles. I left my
100K USD Product Design job the following month and started Aliena Design LLC, with the

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 vision to not only design but also own my product, and empower design leaders in the next
decade.

I crafted this solo business guide because I know you also want to design and own your
product, so that you can unlock a greater impact on society and freedom. Not all companies
need a $1M investment from Silicon Valley, and this guide is especially crafted for business
ideas that you can kickstart on your own.

There are a few things that make this business guide special. First, I've embedded many
product development secrets that I learned from multiple startups and tech companies.
Second, I added my own wisdom from my successes and failures in starting multiple
businesses and projects. Third, I have a superpower for explaining di cult concepts in a
simple way, so you may nd building a business less overwhelming after reading this.

1. Identify a solvable problem ❤

Begin by pinpointing a problem that you can e ectively solve. Focus on two key questions:
1. Does the problem exist?
2. Can I solve it?

Many projects and businesses fail at this stage by not accurately identifying the right
problem. This often occurs because our minds are wired to focus on solutions rather than
problems. For instance, startups that have just gained seed investment feel an urgency to
demonstrate progress, which might lead to the premature development of a product. This
oversight in failing to engage with potential users to de ne the problem can be costly, both
nancially and in terms of time.

For solo entrepreneurs, we often work on problems that we experienced rst hand and
assume we have a good understanding of the problem. However, it’s important to test do
others also experience the same problem? Who are the people that also experience the
same problem (de ne target market)? Why other products out there haven’t solve this

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problem (Competitive Analysis)? What’s the user expectation? It may be very di erent from
yours!

As solo entrepreneurs, we often tackle problems that we've personally experienced,

assuming we have a good grasp of these issues. However, it's important for you to validate
whether others are facing the same challenges. Consider engaging with others to determine:
Are they also experiencing this problem (helping de ne your target market)? Why haven't
existing products resolved this issue (necessitating a competitive analysis)? What are the
users' expectations, and how might they di er from your initial assumptions?

Practical Step to Take Now

Block out a day or two in your calendar. Send out 10 invites for a 30-minute chat to people
who might relate to your problem idea. O er them a co ee in exchange for their time. If it's a
virtual meeting, promise them a co ee for the next time you meet in person (and remember
to keep that promise - trust is key!). Focus on listening during these chats and keep the
conversation around the problem, without jumping into solutions.

Scope of the Problem

For solo business owners, it's important to choose a problem that's manageable. As a
product design instructor, I see aspiring UI/UX designers often pick huge topics like food
delivery or ride-sharing apps. But how can a solo designer or business owner outdo giants like
DoorDash, Uber, or Amazon in just a few months? So, narrow down your problem scope to
something you're passionate about and good at solving. Assess your strengths and ask
yourself, "Can I be the best at solving this in the world?" If not, keep re ning your idea. It's not
just about your interests; it's about combining what you like with what you're good at. That's
the essence of the heart emoji in this step.

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 2. Create an MVP ⭐
MVP, which stands for Minimum Viable Product, is a fundamental concept in the startup
ecosystem. It refers to creating the most basic version of your product to test if it e ectively
solves the identi ed problem. Here's how you can approach it.

MVP Ideas:
1. Instagram Reels: Share the problem and your solution idea. Monitor how people react to
your posts. Adjust your content based on the traction you receive. This method helps in
testing your idea and building an audience simultaneously.
2. Website Landing Page: Design a simple page using platforms like Squarespace, Notion, or
Framer. This page should introduce your product and build visitor interest.
3. Pitch Decks for Service Companies: If you're focusing on a service, create a presentation
using tools like Google Slides and pitch it to potential clients.
4. Figma Prototypes for Apps: For app or web app ideas, develop a basic prototype in
Figma. This can provide early user feedback and insights.

Remember, the MVP process is about testing, learning, and adapting. Continuously collecting
feedback, managing resources e ciently, and being prepared to iterate based on insights
are crucial for aligning your MVP with market needs and customer preferences.

3. Pre-sell the MVP 💰

Pre-selling your MVP (Minimum Viable Product) before diving into full-scale product
development is essential. This approach not only gives you a nancial cushion for
development but also opens doors for direct feedback from customers. It's a mutually
bene cial situation: you get invaluable insights for re ning your product, while your early
customers enjoy the perk of a discounted purchase.

The aim is to secure a small group of customers who genuinely love your product. I generally
target about 100 presale customers to nd those 10 devoted fans.

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 If the MVP doesn’t perform as expected, it's a sign that your product may not have found its
market t yet. In such instances, consider directly addressing customer issues or o ering
refunds, and then return to the earlier stages of development to re ne your approach.

4. Develop the product ⭐ ⭐

Now that you have your initial customer group, the next few months should be dedicated to
fully developing your product, closely guided by direct feedback from these customers.
Quality in product development is often a function of time, so this phase requires patience.

Consider your product as a journey you're guiding your users through. Your goal is to solve
their problems in a way that's not just e ective, but also enjoyable and more e cient than
what they're currently using. No matter how varied products are, a consistent and vital
practice is to continuously gather user feedback. Setting up regular meetings with
customers, perhaps on a weekly basis, can be bene cial. This not only helps build stronger
customer relationships but also provides rsthand insights that are crucial for re ning your
product.

In the process of development, it’s important to test your features thoroughly, perhaps
through prototypes, ensuring they truly enhance the user experience. Make decisions based
on data from user interactions, but balance this feedback with your original product vision.
Keep an eye on scalability and future growth - how will your product adapt as demands
increase? Lastly, don't overlook the technical aspects like load times, security, and integration
capabilities, as these form the backbone of a robust product. By focusing on these elements,
you'll be creating a product that not only resonates with your users now but is also prepared
for future challenges and opportunities.

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 5. Establish a sales channel 💰 💰
You don't need to wait for your product to be fully developed before you start building a
sales channel, but it's crucial to have something functional in place rst. This foundation is
essential for formulating an e ective sales strategy. And remember to balance your e orts –
developing a product and a sales channel simultaneously can be quite taxing. Unlike a one-o
presale, a sales channel is about creating a sustainable system that generates revenue even
when you're not actively working on it.

Take, for example, a service business. Your sales channel might start with engaging people
through Instagram reels. Then, you o er a valuable PDF guide related to your service in
exchange for their email. Next, you nurture this relationship with a series of emails o ering
more helpful content, leading up to an invitation for a one-on-one call about your service.
This call is your opportunity to personally connect and potentially close a sale. Integrating a
CRM system here can streamline this process, helping you track and optimize your customer
interactions e ciently.

If the idea of selling doesn’t naturally appeal to you, remember that marketing and sales are
key to a business's success. Not all sales strategies need to feel forceful or insincere. You can
design your sales process to be a seamless and enjoyable part of the customer's journey with
your product. Think of it as creating an experience that aligns with your product's ethos –
much like how Apple's marketing is an extension of their product's sleek and user-friendly
design. This approach not only makes selling more natural but also more e ective, turning
your sales channel into an integral part of the overall user experience.

6. Iterate on the product ⭐ ⭐ ⭐

The idea of "passive income" might make it seem like you can just relax and count money
once your product is out there. But in reality, that's far from the truth in any product or
service I've built. A great product is born from continuous iteration. In business, we often

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 refer to this as "Kaizen," a term from Toyota's business culture meaning "continuous
improvement."

As you gain a steady flow of customers, it's essential to keep asking for their feedback on
how to improve your product. Sometimes, small changes based on customer insights can
lead to signi cant improvements. It’s also crucial to stay abreast of market trends and
technological advances to ensure your product remains relevant and competitive.

One thing to be cautious of: if you're looking at your work for too long, you might start to
miss the forest for the trees. This is where a fresh perspective becomes invaluable. In the
tech and design realm, there's a funny yet common scenario: customers might be scratching
their heads trying to gure out a part of your product, while you've spent an entire quarter in
a deep, existential crisis over picking a new color palette and font style. Balancing your in-
depth knowledge with external viewpoints can help keep your product user-friendly and
aligned with market needs. Remember, the goal is to keep innovating while holding onto the
core values that de ne your product.

7. Iterate on the sales channel 💰 💰 💰

Just like developing your product, ne-tuning your sales channel is an energy-intensive but
rewarding process. It's amazing how even small changes here can signi cantly boost results,
such as a 10% increase in conversion rates.

A/B testing is a fantastic strategy in this realm. You could experiment with di erent email
versions to see which gets more responses, or compare various channels like Google Ads
versus organic social media. My own experience showed that organic content was far more
e ective, highlighting the value of this approach. Engaging directly with customers to gauge
their reactions to your marketing e orts can also yield insightful feedback for optimization.

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 8. Iterate on 6 and 7 ⭐ ⭐ ⭐ ⭐ ⭐
If there’s one guiding principle to emphasize in this guide, it's 'iterate'. As a solo entrepreneur,
you might nd yourself increasingly leaning towards outsourcing at this stage. This move is
strategic – it frees up your valuable time and reduces the business’s dependence on you,
thereby enhancing its capacity to scale and maximize sales potential.

Regular data analysis of your sales, staying abreast of new marketing tactics, and continually
adapting to customer feedback are key to keeping both your product and sales channel
dynamic and e ective. As you iterate, think about how your sales processes can grow and
adapt, ensuring they stay as agile and responsive as your business needs them to be.

9. Sell the business 💰 💰 💰 💰 💰

Planning an exit strategy early is a smart approach, positioning you ahead in the game.
Whether your interests evolve towards new ventures or you're looking to monetize your
business for personal investments like buying a family home, being prepared is key. To
enhance your business's appeal to potential buyers, focus on automating its operations and
reducing its dependence on you. This makes the business more attractive and potentially
increases its value.

Maintaining clear, organized nancial records is crucial, as they are often a primary focus for
buyers. Developing a strong management team can also signi cantly boost your business's
value, showcasing its ability to operate smoothly without your direct involvement.

Collaborating with a business broker can be bene cial for their expertise in valuing and
selling businesses. However, don't overlook the importance of consulting legal and nancial
advisors to navigate the complexities of the sale, especially regarding tax and legal matters.

Educating yourself with resources like "Built to Sell" can provide deeper insights into the
process. Additionally, understanding the market conditions of your industry and clearly

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 articulating your business's unique selling points are critical for a successful sale. With these
strategies in place, you can prepare your business for a pro table and smooth transition
when the time comes to sell.

Enjoy every moment 🍃

Why do you want to start a business? Is it for the freedom and the impact you wish to create?
Remember to embrace this reason at every step of your journey. As high achievers, we often
focus too much on the end result and overlook the journey itself. Don’t just yearn for the day
you sell your business – after all, that dopamine rush probably lasts less than a day. Let's
instead cherish the trips you can take now that you own your company and have full control
over your time. Celebrate the new cafes you discover, enjoying the freedom to work from
anywhere. Relish each happy customer, remembering that you started your business to help
others in the rst place.

Thank you for reading this guide. As I continue to learn about business and design, I might
update it from time to time. Don't forget to check back on my YouTube channel for more
updates. That’s all I have to say for now.

❤ ❤ ❤

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