This article studies how technology-based entrepreneurs manage to transform their ideas into viable businesses, regardless of their resource limitations and the complexity and dynamics of technology-intense contexts. To describe how entrepreneurs unlock the value proposition that makes a technology useful, we adopt a set of lenses that allow us to view what happens on both sides of the market. In this context, we need to look beyond the resources to explain the weight that entrepreneur’s actions carry on the technology entrepreneurship process. In this article, we use a multiple case study on three new technology-based firms to explore how their actions can be interpreted as valuable market signals. The results suggest that entrepreneurs strategically use market, technology, and social capital signalling to mitigate uncertainty and advance in the technology entrepreneurship process. This research holds implications for academic research on the integration of resource and demand-side views, as well as for entrepreneurs and practitioners interested in understanding the impact of visible actions in the early stages of a new technology-based venture.