You can build most any software application with $0 invested and be cash flow positive before writing a line of code. There are lots of people (myself incljded

You can build most any software application with $0 invested and be cash flow positive before writing a line of code. There are lots of people (myself incljded) that take an idea to potential customers, turn them into actual customers and then get to work. For B2B it is not hard to say "I will solve this problem for x dollars per month. That will make you y more or save you y dollars per month. Sign here and I will provide the solution in # weeks." And that works just fine.