What's up everyone? Welcome back to another episode of Founders Journal. I'm Alex Lieberman co-founder and executive chairman of Morning Brew.

As I have mentioned with the new and improved podcast, I'm going to act as your startup Sherpa reading the internet so you don't have to and

breaking down the best stuff that I find. On today's episode I break down an article

about picking your market by Perash Chopra. Peras is a multi-time entrepreneur who co-founded 90 and Wingify and he is the

author of one of my favorite startup blogs called Inverted Passion. Let's A new seller's plans and goals usually boil down to one single desire,

getting their products in front of millions of customers.

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slash fj that's marketplace dot Walmart dot com slash fj Define your market as narrowly as possible January 18th 2021 by Peras Chopra.

It's common for entrepreneurs to cast a wide net early on and

imagine their market to be huge. The logic goes something like this. If the

market is worth a hundred billion dollars, then even if 1% of it is captured the company will be

making a billion dollars. Let me just pause you for a second and say what Peras just

described it is especially real for second time entrepreneurs who get sucked into the pressure to take a

home run swing after getting their first win.

After you have a successful first endeavor, you feel so much of this narrative that you have to build something

bigger than your first business. And so I think a lot of second time entrepreneurs fall into this whole of trying to go for a massive market from the start,

...