Oxymoron?  Could be, but all too real in the world of software start-ups in my opinion.  The following is a short story providing some lessons learned to software developers interested in starting up their own company.  Why?  I wish I had this advice when I started my own company in 2001, but it seemed difficult to find any material, specifically targeted for software developers that think they have a good product idea and want to bring it to market.