logo Latent Demand

Today, making software is easy.

Finding customers is not.

With AI, anyone can now build and ship software. Yet most products still fall flat. Not from poor engineering – from poor demand.

The standard product playbook has you:

  1. Build the product
  2. Dump cash on ads - and/or - grind cold outreach
  3. Pray that something lands & sticks

This path only works for those with VC money, large sales teams and even larger marketing budgets.

Successful solopreneurs and small teams build what people are already buying.

Your most valuable skill is no longer building. It's knowing what and where to build.

Your edge isn't capacity to ship, everyone has that now. It's knowing where to step in.

Not all demand is equal.

You want high-value demand — problems with pain and budget behind them, gaps competitors haven't found, customers actively unhappy with solutions they're already paying for.

This latent, pent-up demand exists everywhere buyers congregate : marketplaces, search, communities, chat. People actively hunting for solutions, credit cards ready.

A current example, HubSpot's App Marketplace —

  • ✓ Marketing & Sales Audience = Expensive problems
  • ✓ Marketing & Sales Teams = Well-funded buyers
  • ✓ Premium-Priced Platform = Premium app pricing
  • ✓ In-app marketplace = Customers driven to you
  • ✓ Zero platform commission 🤯 = 100% of earnings to you

Smart indie products, middle of the pack, are earning about $280K ARR – solely through HubSpot's ecosystem. A large number of these products earn substantially more.

Rich opportunities abound – hidden in a sea of noise.

Find Latent Demand

We build tools to sift signal from noise.

Data showing where demand is strong and competition is weak. Revenue by category. Gap patterns. Success signals. What's saturated, what's underserved, what's worth building.

Self-service exploration and curated insights—the intel to build with confidence, not guesswork.