Alright, let’s be real. How many hours have you sunk into staring at a blank screen, desperately trying to conjure the SaaS idea? The one that’ll finally let you kiss the 9-to-5 goodbye? We’ve all been there, chasing shiny objects and brainstorms that lead nowhere.
It feels like every “good” idea is already taken, or requires a PhD in quantum computing and a VC’s phone number. But what if I told you the best SaaS ideas aren’t usually found in lightning-bolt moments of genius? What if they’re hiding in plain sight, disguised as mundane frustrations and annoying inefficiencies?
The truth is, many successful SaaS businesses, especially bootstrapped ones, aren’t revolutionary. They solve real, specific, often “boring” problems that people are actively trying (and often failing) to fix themselves. Forget the next unicorn; let’s find a workhorse.
Ditch the Brainstorm, Become an Observer
Instead of forcing ideas, shift your mindset to observation. Train yourself to spot the friction points in everyday life and work. Here’s where the real gold hides:
1. Your Own Genuine Annoyances (The Really Annoying Ones)
The classic “scratch your own itch” advice is classic for a reason. But don’t just focus on minor inconveniences. Think about the tasks that make you groan.
- What process in your own workflow (or past jobs) genuinely wastes your time or money?
- What tool do you pay for but secretly despise using?
- What repetitive task makes you think, “There has to be a better way”?
Marc Lou famously built tools like Shipfast because he was tired of setting up boilerplate code repeatedly. He solved his problem, and it turned out many others had it too. That’s the sweet spot.
2. The Global Symphony of Complaints (Listen Closely)
The internet is a vast, beautiful tapestry of people complaining. Use it! Dive into the communities where your potential customers hang out:
- Reddit: Explore subreddits related to specific industries (
r/accounting,r/landscaping), roles (r/sysadmin,r/virtualassistants), or even software they use (r/salesforce,r/excel). Look for posts tagged “rant,” “help,” or “tool recommendation.” - Review Sites (G2, Capterra, Trustpilot): Read the 1-3 star reviews for existing software in a space that interests you. What are users consistently frustrated about? What features are missing or poorly implemented?
- Niche Forums & Facebook Groups: Find where professionals in specific fields gather online. What questions keep popping up? What manual workarounds are they sharing?
- Twitter/X: Search for phrases like “I wish there was software for…”, “alternative to [popular tool]”, “Does anyone know a tool that…”, “[Tool name] drives me crazy because…”
Amy Hoy calls this the “Sales Safari” – observing your target audience in their natural habitat to understand their actual pains, language, and needs.
3. Eavesdrop on Workflows (Ethically, of Course!)
Pay attention to how people around you get work done.
- Ask friends or family in different industries about their biggest work frustrations. What software do they use? What parts suck?
- Notice the “spreadsheet empires” – complex processes held together by fragile Excel files. That’s often a sign of an unmet software need.
- Look for manual, repetitive tasks. Could software automate that data entry, report generation, or communication sequence?
Someone recently mentioned a client managing trucking logistics with paper! While building a complex ERP is tough, maybe there’s a slice of that problem – like simplified dispatch confirmation or basic load tracking – that could be a starting point.
4. Go Micro: Fish in a Pond, Not the Ocean
Trying to build “a better CRM” is a recipe for despair. But building “a CRM specifically for freelance wedding photographers”? Now that’s interesting.
- Why it works: Targeting a micro-niche means less competition, clearer marketing, and a product you can tailor precisely to specific needs and workflows.
- Finding them: Combine the observation techniques above. Look for subsets within larger markets. Instead of “project management,” think “project management for small construction crews” or “task management for solo podcasters.”
- Don’t fear “too small”: Often, a niche that seems tiny can easily support a profitable indie SaaS business. Your first 10-50 paying customers are much easier to find when you know exactly who they are and where they hang out.
The Quick “Is This Actually a Problem?” Litmus Test
Found something? Before you write a line of code:
- Are people already trying to solve this? Look for clumsy workarounds, spreadsheet hacks, multiple tools duct-taped together. This signals real pain.
- Are people already paying (even indirectly)? Are they paying for a subpar tool? Paying a VA to do it manually? Paying in wasted time? Willingness to pay (even badly) is a huge validator.
- Talk to 5-10 people in that niche. Don’t pitch your solution yet. Just ask about their workflow and the problem you identified. Do their eyes light up? Do they say, “Oh my god, YES, that’s so annoying!”?
Stop Searching, Start Seeing
Finding a great SaaS idea isn’t about divine inspiration. It’s about cultivating curiosity and becoming a keen observer of the small, persistent problems that plague specific groups of people.
Tune out the hype, tune into the complaints. Look for the friction, the frustration, the “there must be a better way” moments. Your next profitable SaaS idea might be hiding right there, waiting for you to notice it.
Happy hunting (or rather, happy observing)!