Another failed startup's lessons in the B2C space

I am in the process of ending my startup (B2C investment technology) because it failed to find customers and or have a good product market fit (pick your poison). I thought I would share my lessons and musings for those that are interested.

https://gist.github.com/jay-johnson/d902351f49294b6685bf

Hope someone finds value in these opinions.

Good luck!