I want to start my own ISV (software firm). Please let me know how to set the ball rolling and what things to keep in mind. I am planning to start one when there are a lot out there. Will I survive? What strategy to follow?

Here are some things to consider:

Are you going to market software within your own country or worldwide?

What are you going to provide your customers that distinguishes you from the crowd: specialized software, different pricing model, exceptional service, etc. (look into Long Tail Marketing)

How are you going to reach your potential customers (i.e. marketing)?

Do you have sufficient capital to do all of this? Do you have a business plan?

Vasily