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Software would have to be a very hard product to market. Over the last 5 years this seems to have exploded. I remember about 8 years ago it didn’t seem that saturated – but now there is software for absolutely everything and you can even get a lot of it free. Have you seen some of the programs on Envato you can get? It’s nuts. From complex project management to turning your lights on at home remotely.
Maybe narrow your niche and provide software that is 1000% better than anyone else in your niche. (Massive effort) If you provide the absolute very best your customers will find you. Add SEO on top of that and you are in for the long haul.