The SaaS Playbook

This is a practical guide to building a small software business without raising venture capital. Walling covers the basics you actually need: choosing what to build, pricing it, finding customers, hiring when you are ready, and growing without burning yourself out. It is aimed at people making real products, not chasing big funding rounds.

Walling writes from his own experience building small products, and it shows. He covers pricing, finding early customers, and avoiding the usual traps without pretending there is one right path. I found it useful while working on my own apps, especially the parts on distribution and keeping scope small.