I decided that I could use more information about the web site in order to make my big decision, specifically some factual information about target markets, how to reach them, and why-or whether-it’s really in their interest to throw down some cash to use the site.

So, I threw down some cash of my own: $500 on a marketing consultant for a small feasibility study. She told me what sort of people and what sort of companies would find genuine value in paying for the software. She addressed my fears about starting this business, by telling me specific things I can do to address them. She told me the negatives and risks clearly and specifically. Bottom line, I got exactly the information I needed to make my big decision, with enough clarity and specificity to trigger my imagination and weigh what I’m up against.