You'll need to develop good marketing material. Things like demo videos, which you can find plenty examples on YouTube, screenshots, and keyword rich descriptive text help people find your spreadsheet and communicate the value that sets yours a level above the rest. Excelville.com actually allows you to upload your spreadsheet with all of this marketing material in an easily searchable and user friendly website.
You'll need to include more than a basic level of development and calculation in your spreadsheet. There are lots of free spreadsheets on the web. Most of which are very simple and easy to build. People aren't going to buy a spreadsheet that they can get for free. Take yours to the next level by adding all the value you can imagine. Then research on how you can offer a little bit more on the development and functionality side.
These are the pros and cons of selling spreadsheets. The real beauty in this idea is that you could do the work once and there is no limit to how much you can earn, especially with effective use of the internet and other mass communication tools.
Many spreadsheet applications nowadays have functionality above and beyond the traditional, offering a variety of charts, look-up tables, databases and more functionality than can be mentioned here.
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