We are Freek & Mattias and we've built Oh Dear!: a new tool focussed on monitoring the availability of an entire website.
A couple of reasons:
A lot of time: we are both developers, so we had our basics already, we just needed a design (which we outsourced)
Honesty: we're both active on Twitter, we share code snippets, how to use our service, ... we don't shy away from sharing intimate details of our startup.
SaaS: monthly or yearly subscription plans, grow mainly through word of mouth
Biggest challenges: we had a very good start (with the mailing list + our own blogs as launch), now the challenge is to keep growing. We need to start doing "actual" marketing, in which we aren't very good (yet). Goals: keep growing the business, that will generate more revenue which will allow us to spend more time & add new features.
We're both fine, thank you very much :-) Oh Dear! is a side business for both of us, we develop new features during the night & offer support 24/7 to our clients.
Honesty gets you the furthest (share details online, sometimes reject clients if you know you can't serve them well).
Laravel Forge + Spark
How I Built This (NPR podcast)
Just do it. Don't quit your day job, perhaps cut down on Netflix or watching TV shows and spend that time building something you enjoy and can use. Without sacrifices, you won't make it happen.