Often those companies, initially, solve their customer’s problems with a lot of services, and not a lot of software. The hope is that they can build the software on the job, find repeatable use cases, and over time turn their service offering into products. That’s a long process with long sales cycles, it’s certainly tricky, but I’ve seen it work quite well.
… variables common in successful investments is overrated, especially in seed stage venture capital. The best meetings I’ve had are ones where I walk out surprised — surprised by a unique, unintuitive business model, surprised by an ignored market that is absent from any investor’s prescribed “thesis”, or surprised by a founders’ odd and unconventional personal story that led to the company.