I don't agree with a lot of tech start-up ideas (especially 9-9-6) but this has been true for me as well...
Apparently there's a saying...
"First time founders start with product. Second time founders start with distribution."
Finding people to give you their product is pretty easy.
It's less easy (but still doable) to find distribution.
So I find it best to start with distribution and then plug in products.