Our process for identifying, evaluating, building, testing, and launching missing middle website opportunities.
We source ideas from multiple places: personal experiences, community needs we observe, data gaps we identify, and opportunities in underserved markets. The key is finding communities we understand deeply.
Each idea is evaluated against our rubric to determine if it fits the "missing middle" criteria. We look for $50-$150M market opportunities with clear niche audiences and addressable data gaps.
If an idea passes the rubric, we make a go/no-go decision based on:
We build MVPs quickly and test with real users. Sometimes we discover that people don't actually want what we built, or the market isn't ready. That's okay—we learn and iterate or move on.
If testing shows promise, we launch. If not, we document what we learned and move on to the next opportunity. Not every idea will work, and that's part of the process.
By focusing on communities we understand and markets in the $50-$150M range, we can move fast, test cheaply, and build authentically. We don't need massive tech teams or venture capital—just good ideas, clear criteria, and the willingness to build and learn.