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I'm running several side projects of my own, and I had hard times to maintain some of them because their domain did not interest me anymore.
Depending on the project and the engagement that you have with your customers, you have several strategies. Either you go in "maintenance mode" with the current customers and welcome new ones without actively doing marketing, or maybe you can sell the business to a competitor or someone interest (there are markeplaces for that), or maybe you can also shutdown the whole thing.
I'd be happy to share my experience with you :-)
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