First time solo founder (second time founder) in the web builder SaaS product category

Hi 👋🏼, I just joined Indiehacker, so I’m making a personal introductory post and perusing the site.

I’m a first-time solo founder currently creating an “unsexy” landing page builder for real estate.

My previous product was a one-page website builder I co-founded with 4 other people 10 years ago. We raised an angel round and made a little bit of traction with that through PR and some content marketing.

The plan with my second product is to apply everything I learned from all the mistakes made in my first product business:

Too many cooks in the kitchen and operating with no real, measured direction for growth. Doing this second one solo and bootstrapped.
The first product was too generalized with no specific target customer. I am niching down with my second product.
In the first product where we had a broad target audience, we never found product market fit. We also didn’t implement any real feedback loop to track what features people actually wanted. I am not a marketer (I’m a programmer), and I’ve never built an online audience. This is the part where I feel insecure and a bit of overwhelm, but I plan on doing marketing “by the books” and find the audience online first (rather than build, launch, then market, which didn’t work for the first time around).

I’m opting to go the route of this saturated market because the product validation is built-in. It is also more of proving to myself my capabilities and learnings. I understand marketing in theory, and I want to build a product that will help me solidify what I know.

I hope to post more about my journey here. It seems like a supportive community.

Thank you for reading!