Welcome to the Wild West
Need an idea
Ideas are over-rated. Everyone's sister-in-law or old roommate has a great idea. Some of them have the same one.
Many entrepreneurs start a business related to their previous line of work. Often they identify some pain point as well as a solution.
Y Combinator has a lovely Request for Startups.
Plan the work
They are able to leverage some domain expertise, their pre-established network, and their newfound institutional freedom. to
Work the plan
You ain't from around here.
As much as technology has flattened our world, many industries are in fact regional, and this is certainly the case with software.