My current preoccupation with ‘bootstrapping’ has led me to a rather counter intuitive conclusion. When starting a business, you don’t necessarily have to go into the hottest area. What really matters for the frugal entrepreneur are the people that are available. If you already know a great group of people with experience in an area, then surely this is the sensible place to start. This is especially true in the early days, where the business may have limited or no spare capital, and paying for expensive consultants or free lancers is out of the question. It’s an interesting exercise for oneself. Just think “what amazing things could I do with my existing networks of people?” I’m willing to bet that there’s at least one great venture waiting to happen.