Here is the ugly stuff, read this if you have a founder in your life or are trying to become one. Your call.

#1 You'll try to talk yourself to sleep, but it won't always work.

As founders, we're all driven. Good and bad, you're restless. Success requires resistance and discipline. Your startup will be on your mind 24/7, and not everyone will have the patience to listen to your worries, ideas, and coffee runs. You become more self-sufficient than ever before.

#2 No one will understand what you're going through unless they've been a founder.

Some of my closest friends don't understand the work that goes into starting a business, and we can't blame them.

#3 You'll feel alienated.

Your problems aren't common; calling your bestie won't help. You must search hard for the right resources. It alienates you from conversations you no longer relate to. (No 4th of July, no long weekends!)

#4 Since you're your "own boss," people assume you have lots of free time.

Do you agree? I was on a webinar with lots of new entrepreneurs, and one woman said, "I started my own business so I could have more time for myself." This may be true for some lucky people, and you can be flexible with your schedule. If you want your business to succeed, you'll probably be its slave for a while.

#5 No time for illness or family emergencies.

Both last month. Oh, no! Physically and emotionally withdrawing at the worst times will give you perspective. I learned this the hard way because I was too stubborn to postpone an important interview. I thought if I rested all day and only took one call, I'd be fine. Nope. I had a fever and my mind wasn't as sharp, so my performance and audience interaction suffered. Nope. Better to delay than miss out.

Oh, and setting a "OoO" makes you cringe.

#6 Good luck with your mental health, perfectionists.

When building a startup, it's difficult to accept that there won't be enough time to do everything. You can't make them all, not perfectly. You must learn to accept things that are done but not perfect.

#7 As a founder, you'll make mistakes, but you'll want to make them quickly so you can learn.

Hard lessons are learned quicker. You'll need to pivot and try new things often; some won't work, and it's best to discover them sooner rather than later.

#8 Pyramid schemes abound.

I didn't realize how bad it was until I started a company. You must spy and constantly research. As a founder, you'll receive many emails from people claiming to "support" you. Be wary and keep your eyes open. When it's too good to be true. Some "companies" will try to get you to pay for "competitions" to "pitch at events." Don't do it.

#9 Keep your competitor research to a minimum.

Actually, competition is good. It means there's a market for those solutions. However, this can be mentally exhausting too. Learn about their geography and updates, but that's it.

#10 You'll feel guilty taking vacation.

I don't know what to say, but I no longer enjoy watching TV, and that's okay. Pay attention to things that enrich you, bring you joy, and have fun. It boosts creativity.

Being a startup founder may be one of the hardest professional challenges you face, but it's also a great learning experience. Your passion will take you places you never imagined and open doors to opportunities you wouldn't have otherwise. You'll meet amazing people. No regrets, no complaints. It's a roller coaster, but the good days are great.

Miss anything? Comment below

Reflections on the closed company Hola! Dating app

I'll discuss my fuckups as an entrepreneur and CEO. All of them refer to the dating app Hola!, which I co-founded and starred in.

Spring 2021 was when we started. Two techies and two non-techies created a dating app. Pokemon Go and Tinder were combined.

Online dating is a business, and it takes two weeks from a like to a date. We questioned online dating app users if they met anyone offline last year.

75% replied yes, 50% sometimes, 25% usually.

Offline dating is popular, yet people have concerns.

• Men are reluctant to make mistakes in front of others.

• Women are curious about the background of everyone who approaches them.

We designed unique mechanics that let people date after a match. No endless chitchat. Women would be safe while men felt like cowboys.

I wish to emphasize three faults that lead to founders' estrangement.

This detachment ultimately led to us shutting down the company.

The wrong technology stack

Situation

Instead of generating a faster MVP and designing an app in a universal stack for iOS and Android, I argued we should pilot the app separately for iOS and Android. Technical founders' expertise made this possible.

Self-reflection

Mistaken strategy. We lost time and resources developing two apps at once. We chose iOS since it's more profitable. Apple took us out after the release, citing Guideline 4.3 Spam. After 4 months, we had nothing. We had a long way to go to get the app on Android and the Store.

I suggested creating a uniform platform for the company's growth. This makes parallel product development easier. The strategist's lack of experience and knowledge made it a piece of crap.

What would I have changed if I could?

We should have designed an Android universal stack. I expected Apple to have issues with a dating app.

Our approach should have been to launch something and subsequently improve it, but prejudice won.

The lesson

Discuss the IT stack with your CTO. It saves time and money. Choose the easiest MVP method.

2. A tardy search for investments

Situation

Though the universe and other founders encouraged me to locate investors first, I started pitching when we almost had an app.

When angels arrived, it was time to close. The app was banned, war broke out, I left the country, and the other co-founders stayed. We had no savings.

Self-reflection

I loved interviewing users. I'm proud of having done 1,000 interviews. I wanted to understand people's pain points and improve the product.

Interview results no longer affected the product. I was terrified to start pitching. I filled out accelerator applications and redid my presentation. You must go through that so you won't be terrified later.

What would I have changed if I could?

Get an external or internal mentor to help me with my first pitch as soon as possible. I'd be supported if criticized. He'd cheer with me if there was enthusiasm.

In 99% of cases, I'm comfortable jumping into the unknown, but there are exceptions. The mentor's encouragement would have prompted me to act sooner.

The lesson

Begin fundraising immediately. Months may pass. Show investors your pre-MVP project. Draw inferences from feedback.

3. Role ambiguity

Situation

My technical co-founders were also part-time lead developers, which produced communication issues. As co-founders, we communicated well and recognized the problems. Stakes, vesting, target markets, and approach were agreed upon.

We were behind schedule. Technical debt and strategic gap grew.

Bi-daily and weekly reviews didn't help. Each time, there were explanations. Inside, I was freaking out.

Self-reflection

I am a fairly easy person to talk to. I always try to stick to agreements; otherwise, my head gets stuffed with unnecessary information, interpretations, and emotions.

Sit down -> talk -> decide -> do -> evaluate the results. Repeat it.

If I don't get detailed comments, I start ruining everyone's mood. If there's a systematic violation of agreements without a good justification, I won't join the project or I'll end the collaboration.

What would I have done otherwise?

This is where it’s scariest to draw conclusions. Probably the most logical thing would have been not to start the project as we started it. But that was already a completely different project. So I would not have done anything differently and would have failed again.

But I drew conclusions for the future.

The lesson

First-time founders should find an adviser or team coach for a strategic session. It helps split the roles and responsibilities.

Internet's fantastic, right?

We've never had a better way to share our creativity.

I can now draw on my iPad and tweet or Instagram it to thousands. I may get some likes.

With such a great, free tool, you're not alone.

Millions more bright-eyed artists are sharing their work online.

The issue is getting innovative work noticed, not sharing it.

In a world where creators want attention, attention is valuable.

We build for attention.

Attention helps us establish a following, make money, get notoriety, and make a difference.

Most of us require attention to stay sane while creating wonderful things.

I know how hard it is to work hard and receive little views.

How do we receive more attention, more often, in a sea of talent?

Advertising and celebrity endorsements are options. These may work temporarily.

To attract true, organic, and long-term attention, you must create in high quality, high volume, and consistency.

Adapting Steve Martin's Be so amazing, they can't ignore you (with a mention to Dan Norris in his great book Create or Hate for the reminder)

Create a lot.

Eventually, your effort will gain traction.

Traction shows your work's influence.

Traction is when your product sells more. Traction is exponential user growth. Your work is shared more.

No matter how good your work is, it will always have minimal impact on the world.

Your work can eventually dent or puncture. Daily, people work to dent.

To achieve this tipping point, you must consistently produce exceptional work.

Expect traction after hundreds of outputs.

Dilbert creator Scott Adams says repetition persuades. If you don't stop, you can persuade practically anyone with anything.

Volume lends believability. So make more.

I worked as an illustrator for at least a year and a half without any recognition. After 150 illustrations on iStockphoto, my work started selling.

With 350 illustrations on iStock, I started getting decent client commissions.

Producing often will improve your craft and draw attention.

It's the only way to succeed. More creation means better results and greater attention.

Austin Kleon says you can improve your skill in relative anonymity before you become famous. Before obtaining traction, generate a lot and become excellent.

Most artists, even excellent ones, don't create consistently enough to get traction.

It may hurt. For makers who don't love and flow with their work, it's extremely difficult.

Your work must bring you to life.

To generate so much that others can't ignore you, decide what you'll accomplish every day (or most days).

Commit and be patient.

Prepare for zero-traction.

Anticipating this will help you persevere and create.

My online guru Grant Cardone says: Anything worth doing is worth doing every day.

Do.

Believe what you see, what people say

It’s sad that we never get trained to leave assumptions behind. - Sebastian Thrun

Many problems in software development are not because of code but because developers create the wrong software. This isn't rare because software is emergent and most individuals only realize what they want after it's built.

Inquisitive developers who pass the yellow cat test can improve the process.

Carpenters measure twice and cut the wood once. Developers are rarely so careful.

The Yellow Cat Test

Game of Thrones made dragons cool again, so I am reading The Game of Thrones book.

The yellow cat exam is from Syrio Forel, Arya Stark's fencing instructor.

Syrio tells Arya he'll strike left when fencing. He hits her after she dodges left. Arya says “you lied”. Syrio says his words lied, but his eyes and arm told the truth.

Arya learns how Syrio became Bravos' first sword.

“On the day I am speaking of, the first sword was newly dead, and the Sealord sent for me. Many bravos had come to him, and as many had been sent away, none could say why. When I came into his presence, he was seated, and in his lap was a fat yellow cat. He told me that one of his captains had brought the beast to him, from an island beyond the sunrise. ‘Have you ever seen her like?’ he asked of me.

“And to him I said, ‘Each night in the alleys of Braavos I see a thousand like him,’ and the Sealord laughed, and that day I was named the first sword.”

Arya screwed up her face. “I don’t understand.”

Syrio clicked his teeth together. “The cat was an ordinary cat, no more. The others expected a fabulous beast, so that is what they saw. How large it was, they said. It was no larger than any other cat, only fat from indolence, for the Sealord fed it from his own table. What curious small ears, they said. Its ears had been chewed away in kitten fights. And it was plainly a tomcat, yet the Sealord said ‘her,’ and that is what the others saw. Are you hearing?” Reddit discussion.

Development teams should not believe what they are told.

We created an appointment booking system. We thought it was an appointment-booking system. Later, we realized the software's purpose was to book the right people for appointments and discourage the unneeded ones.

The first 3 months of the project had half-correct requirements and software understanding.

Open your eyes

“Open your eyes is all that is needed. The heart lies and the head plays tricks with us, but the eyes see true. Look with your eyes, hear with your ears. Taste with your mouth. Smell with your nose. Feel with your skin. Then comes the thinking afterwards, and in that way, knowing the truth” Syrio Ferel

We must see what exists, not what individuals tell the development team or how developers think the software should work. Initial criteria cover 50/70% and change.

Developers build assumptions problems by assuming how software should work. Developers must quickly explain assumptions.

When a development team's assumptions are inaccurate, they must alter the code, DevOps, documentation, and tests.

It’s always faster and easier to fix requirements before code is written.

First-draft requirements can be based on old software. Development teams must grasp corporate goals and consider needs from many angles.

Testers help rethink requirements. They look at how software requirements shouldn't operate.

Technical features and benefits might misdirect software projects.

The initiatives that focused on technological possibilities developed hard-to-use software that needed extensive rewriting following user testing.

Software development

High-level criteria are different from detailed ones.

• The interpretation of words determines their meaning.

• Presentations are lofty, upbeat, and prejudiced.

• People's perceptions may be unclear, incorrect, or just based on one perspective (half the story)

• Developers can be misled by requirements, circumstances, people, plans, diagrams, designs, documentation, and many other things.

Developers receive misinformation, misunderstandings, and wrong assumptions. The development team must avoid building software with erroneous specifications.

Once code and software are written, the development team changes and fixes them.

Developers create software with incomplete information, they need to fill in the blanks to create the complete picture.

Conclusion

Yellow cats are often inaccurate when communicating requirements.

Before writing code, clarify requirements, assumptions, etc.

Everyone will pressure the development team to generate code rapidly, but this will slow down development.

Code changes are harder than requirements.

Three options exist. The third one is the quickest and most fruitful.

You've mastered crypto trading and want to become a broker.

So you may wonder: Where to begin?

If so, keep reading.

Today I'll compare three different approaches to becoming a cryptocurrency trader.

What are cryptocurrency brokers, and how do they vary from stockbrokers?

A stockbroker implements clients' market orders (retail or institutional ones).

Brokerage firms are regulated, insured, and subject to regulatory monitoring.

Stockbrokers are required between buyers and sellers. They can't trade without a broker. To trade, a trader must open a broker account and deposit money. When a trader shops, he tells his broker what orders to place.

Crypto brokerage is trade intermediation with cryptocurrency.

In crypto trading, however, brokers are optional.

Crypto exchanges offer direct transactions. Open an exchange account (no broker needed) and make a deposit.

Question:

Since crypto allows DIY trading, why use a broker?

Let's compare cryptocurrency exchanges vs. brokers.

Broker versus cryptocurrency exchange

Most existing crypto exchanges are basically brokers.

Examine their primary services:

• connecting purchasers and suppliers

• having custody of clients' money (with the exception of decentralized cryptocurrency exchanges),

• clearance of transactions.

Brokerage is comparable, don't you think?

There are exceptions. I mean a few large crypto exchanges that follow the stock exchange paradigm. They outsource brokerage, custody, and clearing operations. Classic exchange setups are rare in today's bitcoin industry.

Back to our favorite “standard” crypto exchanges. All-in-one exchanges and brokers. And usually, they operate under a broker or a broker-dealer license, save for the exchanges registered somewhere in a free-trade offshore paradise. Those don’t bother with any licensing.

What’s the sense of having two brokers at a time?

Better liquidity and trading convenience.

The crypto business is compartmentalized.

We have CEXs, DEXs, hybrid exchanges, and semi-exchanges (those that aggregate liquidity but do not execute orders on their sides). All have unique regulations and act as sovereign states.

There are about 18k coins and hundreds of blockchain protocols, most of which are heterogeneous (i.e., different in design and not interoperable).

A trader must register many accounts on different exchanges, deposit funds, and manage them all concurrently to access global crypto liquidity.

It’s extremely inconvenient.

Crypto liquidity fragmentation is the largest obstacle and bottleneck blocking crypto from mass adoption.

Crypto brokers help clients solve this challenge by providing one-gate access to deep and diverse crypto liquidity from numerous exchanges and suppliers. Professionals and institutions need it.

Another killer feature of a brokerage may be allowing clients to trade crypto with fiat funds exclusively, without fiat/crypto conversion. It is essential for professional and institutional traders.

Who may work as a cryptocurrency broker?

Apparently, not anyone. Brokerage requires high-powered specialists because it involves other people's money.

Here's the essentials:

• excellent knowledge, skills, and years of trading experience

• high-quality, quick, and secure infrastructure

• highly developed team

• outstanding trading capital

• High-ROI network: long-standing, trustworthy connections with customers, exchanges, liquidity providers, payment gates, and similar entities

• outstanding marketing and commercial development skills.

What about a license for a cryptocurrency broker? Is it necessary?

Complex question.

If you plan to play in white-glove jurisdictions, you may need a license. For example, in the US, as a “money transmitter” or as a CASSP (crypto asset secondary services provider) in Australia.

Even in these jurisdictions, there are no clear, holistic crypto brokerage and licensing policies.

Your lawyer will help you decide if your crypto brokerage needs a license.

Getting a license isn't quick. Two years of patience are needed.

How can you turn into a cryptocurrency broker?

Finally, we got there! 🎉

Three actionable ways exist:

1. To kickstart a regulated stand-alone crypto broker

2. To get a crypto broker franchise, and

3. To become a liquidity network broker.

Let's examine each.

1. Opening a regulated cryptocurrency broker

It's difficult. Especially If you're targeting first-world users.

You must comply with many regulatory, technical, financial, HR, and reporting obligations to keep your organization running. Some are mentioned above.

The licensing process depends on the products you want to offer (spots or derivatives) and the geographic areas you plan to service. There are no general rules for that.

In an overgeneralized way, here are the boxes you will have to check:

• capital availability (usually a large amount of capital c is required)

• You will have to move some of your team members to the nation providing the license in order to establish an office presence there.

• the core team with the necessary professional training (especially applies to CEO, Head of Trading, Assistant to Head of Trading, etc.)

• insurance

• infrastructure that is trustworthy and secure

• adopted proper AML/KYC/financial monitoring policies, etc.

Assuming you passed, what's next?

I bet it won’t be mind-blowing for you that the license is just a part of the deal. It won't attract clients or revenue.

To bring in high-dollar clientele, you must be a killer marketer and seller. It's not easy to convince people to give you money.

You'll need to be a great business developer to form successful, long-term agreements with exchanges (ideally for no fees), liquidity providers, banks, payment gates, etc. Persuade clients.

It's a tough job, isn't it?

I expect a Quora-type question here:

Can I start an unlicensed crypto broker?

Well, there is always a workaround with crypto!

You can register your broker in a free-trade zone like Seychelles to avoid US and other markets with strong watchdogs.

This is neither wise nor sustainable.

First, such experiments are illegal.

Second, you'll have trouble attracting clients and strategic partners.

A license equals trust. That’s it.

Even a pseudo-license from Mauritius matters.

Here are this method's benefits and downsides.

Cons first.

• As you navigate this difficult and expensive legal process, you run the risk of missing out on business prospects. It's quite simple to become excellent compliance yet unable to work. Because your competitors are already courting potential customers while you are focusing all of your effort on paperwork.

• Only God knows how long it will take you to pass the break-even point when everything with the license has been completed.

• It is a money-burning business, especially in the beginning when the majority of your expenses will go toward marketing, sales, and maintaining license requirements. Make sure you have the fortitude and resources necessary to face such a difficult challenge.

Pros

• It may eventually develop into a tool for making money. Because big guys who are professionals at trading require a white-glove regulated brokerage. You have every possibility if you work hard in the areas of sales, marketing, business development, and wealth. Simply put, everything must align.

Launching a regulated crypto broker is analogous to launching a crypto exchange. It's ROUGH. Sure you can take it?

2. Franchise for Crypto Broker (Crypto Sub-Brokerage)

A broker franchise is easier and faster than becoming a regulated crypto broker. Not a traditional brokerage.

A broker franchisee, often termed a sub-broker, joins with a broker (a franchisor) to bring them new clients. Sub-brokers market a broker's products and services to clients.

Sub-brokers are the middlemen between a broker and an investor.

Why is sub-brokering easier?

• less demanding qualifications and legal complexity. All you need to do is keep a few certificates on hand (each time depends on the jurisdiction).

• No significant investment is required

• there is no demand that you be a trading member of an exchange, etc.

As a sub-broker, you can do identical duties without as many rights and certifications.

What about the crypto broker franchise?

Sub-brokers aren't common in crypto.

In most existing examples (PayBito, PCEX, etc.), franchises are offered by crypto exchanges, not brokers. Though we remember that crypto exchanges are, in fact, brokers, do we?

Similarly:

• For a commission, a franchiser crypto broker receives new leads from a crypto sub-broker.

See above for why enrolling is easy.

Finding clients is difficult. Most crypto traders prefer to buy-sell on their own or through brokers over sub-broker franchises.

3. Broker of the Crypto Trading Network (or a Network Broker)

It's the greatest approach to execute crypto brokerage, based on effort/return.

Network broker isn't an established word. I wrote it for clarity.

Remember how we called crypto liquidity fragmentation the current crypto finance paradigm's main bottleneck?

Where there's a challenge, there's progress.

Several well-funded projects are aiming to fix crypto liquidity fragmentation. Instead of launching another crypto exchange with siloed trading, the greatest minds create trading networks that aggregate crypto liquidity from desynchronized sources and enable quick, safe, and affordable cross-blockchain transactions. Each project offers a distinct option for users.

Crypto liquidity implies:

• One-account access to cryptocurrency liquidity pooled from network participants' exchanges and other liquidity sources

• compiled price feeds

• Cross-chain transactions that are quick and inexpensive, even for HFTs

• link between participants of all kinds, and

• interoperability among diverse blockchains

Fast, diversified, and cheap global crypto trading from one account.

How does a trading network help cryptocurrency brokers?

I’ll explain it, taking Yellow Network as an example.

Yellow provides decentralized Layer-3 peer-to-peer trading.

• trade across chains globally with real-time settlement and

• Between cryptocurrency exchanges, brokers, trading companies, and other sorts of network members, there is communication and the exchange of financial information.

Have you ever heard about ECN (electronic communication network)? If not, it's an automated system that automatically matches buy and sell orders. Yellow is a decentralized digital asset ECN.

Brokers can:

• Start trading right now without having to meet stringent requirements; all you need to do is integrate with Yellow Protocol and successfully complete some KYC verification.

• Access global aggregated crypto liquidity through a single point.

• B2B (Broker to Broker) liquidity channels that provide peer liquidity from other brokers. Orders from the other broker will appear in the order book of a broker who is peering with another broker on the market. It will enable a broker to broaden his offer and raise the total amount of liquidity that is available to his clients.

• Select a custodian or use non-custodial practices.

Comparing network crypto brokerage to other types:

• A licensed stand-alone brokerage business is much more difficult and time-consuming to launch than network brokerage, and

• Network brokerage, in contrast to crypto sub-brokerage, is scalable, independent, and offers limitless possibilities for revenue generation.

Yellow Network Whitepaper. has more details on how to start a brokerage business and what rewards you'll obtain.

Final thoughts

There are three ways to become a cryptocurrency broker, including the non-conventional liquidity network brokerage. The last option appears time/cost-effective.

Crypto brokerage isn't crowded yet. Act quickly to find your right place in this market.

Choose the way that works for you best and see you in crypto trading.

Discover Web3 & DeFi with Yellow Network!

Yellow, powered by Openware, is developing a cross-chain P2P liquidity aggregator to unite the crypto sector and provide global remittance services that aid people.

Join the Yellow Community and plunge into this decade's biggest product-oriented crypto project.

• Observe Yellow Twitter

• Enroll in Yellow Telegram

• Visit Yellow Discord.

• On Hacker Noon, look us up.

Yellow Network will expose development, technology, developer tools, crypto brokerage nodes software, and community liquidity mining.