1 out of 10 sounds about right. Especially if you're taking a shot in the dark and/or not competing in an established market. Truth be told, it is tough, but its not the path of least resistance, so there's nothing else to expect. It is easier to push through if you have thick skin. If you have grit, you can iterate through projects quickly and find the one that connects with a market. The trap is falling in love with your idea without first proving it can generate revenue. I know guys who have poured tens of thousands of dollars into SAAS, only to discover after-the-fact that nobody wants to buy it.