  Low- and no-code platforms (LCNC) have become more popular than ever
(Kulkarni, 2021), with low-code broadly adopted to optimise internal business
processes. Increasingly, startups build their primary software product using
no-code platforms (Palios, 2022). This paper explores why entrepreneurs choose
no-code platforms to build, launch and scale a software product, what benefits
and limitations no-code has, and why they might transition to custom-developed
solutions later. Ten semi-structured interviews with successful projects and
no-code startup founders were conducted. The results show that speed, cost
savings and the lack of coding knowledge are the primary reasons entrepreneurs
choose no-code initially. Challenges are diverse and depend on the no-code
platform, the maker's skill and the product. The impact of no-code on
established product development/product management frameworks and the maker's
role are discussed.

Software Engineering;Human-Computer Interaction