Things I regularly find challenging to get prospective clients to understand with software development:
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It takes far more time than you expect.
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It costs far more than you expect (a bespoke web app for example is thousands of pounds, if not tens of thousands).
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There is no such thing as a ‘2 minute fix’.
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Companies like eBay, AutoTrader etc. have teams of people like me (no I can’t clone their site in 1 month for £200).