You’ve received a product thought you’ll be able to’t cease interested by. Possibly it got here from an issue you skilled firsthand. Possibly buddies stated they’d “completely purchase it.” However right here’s the arduous reality: till folks really take out their wallets or join, you don’t have validation, you may have a speculation. This information will present you precisely tips on how to check demand earlier than investing critical time or cash.
Methodology
To write down this, we reviewed founder case research and early-stage techniques from Y Combinator, First Spherical Evaluate, and podcasts like My First Million and How I Constructed This. We cross-referenced what founders really did to validate concepts like Buffer’s pre-launch pricing check, Superhuman’s early waitlist, and Dropbox’s MVP video, and documented the outcomes. Our focus was on figuring out repeatable, low-cost strategies founders use to substantiate actual market pull earlier than they begin constructing.
What You’ll Study
We’ll stroll by sensible methods to check demand with out writing a line of code, from touchdown pages to paid exams to guide gross sales outreach. You’ll go away with a week-by-week plan to validate your thought and keep away from burning money on one thing nobody needs.
Why This Issues Now
At pre-seed and seed levels, your riskiest assumption isn’t whether or not you can construct it’s whether or not anybody cares. Each month spent constructing the improper product shortens your runway and chips away at conviction. Testing demand early replaces wishful considering with knowledge. In 30 days, your aim is to show (or disprove) that actual folks pays, join, or commit time to fixing this downside. Should you skip this, you threat constructing in a vacuum.
1. Outline the Core Speculation
Write one sentence describing what you consider to be true. For instance: “Freelance designers pays $20/month for a software that automates consumer proposals.” This turns into your validation thesis. Every little thing you check will intention to substantiate or falsify this assertion.
A. Determine the important thing assumptions
Break your thesis into three assumptions:
- Drawback: Is the ache actual and pressing?
- Resolution: Does your product clear up it successfully?
- Value: Will folks pay what you propose to cost?
B. Outline success upfront
Set measurable targets earlier than testing e.g., “50 signups at $10 CAC,” or “5 folks pre-order at $50.” That manner, you already know when to cease testing or pivot.
2. Run the Quickest Check Attainable: The Touchdown Web page
You don’t want a product to check demand; you want a web page that sells the thought of it. Joel Gascoigne did this for Buffer: a easy touchdown web page with pricing tiers and a signup button that led to “Thanks, we’re not dwell but.” Inside per week, tons of had clicked by, proving folks have been keen to pay.
A. Create your touchdown web page
Use instruments like Carrd, Notion, or Typedream. Embody:
- A transparent headline stating the profit
- 2–3 bullet factors about what it does
- A visible mockup (Figma or screenshot)
- A call-to-action (“Be a part of waitlist” or “Pre-order”)
B. Measure conversions
Run small, low cost exams: $50 in Google or Meta adverts, or share in area of interest communities. Observe:
- Click on-through charge (CTR): Are folks within the thought?
- Conversion charge: Do they take motion?
- E-mail suggestions: Whenever you comply with up, are they keen or detached?
If fewer than 5–10% convert, refine your message or viewers earlier than constructing.
3. Fake the Product Exists (Concierge Check)
Earlier than coding something, manually carry out the core job your self. That is how founders like Paul Graham advise “doing issues that don’t scale.” Should you’re constructing an AI resume author, write resumes by hand for the primary 10 prospects. Cost them what you propose to cost for automation.
The aim: show that (1) the issue is actual, and (2) folks pays for it now, not “sometime.” Even when it’s guide, charging validates demand greater than any survey ever will.
4. Use a “Faux Door” to Check Intent
A pretend door is a button or signup that appears actual, however reveals that the function or product isn’t prepared. Dropbox famously did this in 2008: their demo video defined a product that didn’t exist but, gathering 75,000 waitlist signups in a single weekend. You are able to do the identical:
- Add a “Purchase Now” or “Request Entry” button to your web site.
- When clicked, present a pleasant message like, “We’re not dwell but. Need early entry?”
- Observe click-through and electronic mail assortment to check demand.
If folks repeatedly click on or message you asking when it’s dwell, you’ve discovered a sign.
5. Chilly Outreach for Validation (Not Gross sales)
Earlier than constructing, you want conversations with potential patrons. Ship 50 chilly DMs or emails to your actual goal consumer. Instance:
“Hey [Name], I’m exploring a software that helps [role] clear up [specific pain]. How are you at the moment dealing with that? Would like to study out of your course of no pitch.”
You’re not promoting, you’re testing downside depth. If 5–10% reply with “I’d pay for that” or ask for early entry, you’re onto one thing. Rahul Vohra used this methodology for Superhuman, figuring out who’d be “most dissatisfied” if the product vanished. That depth metric formed his roadmap.
6. Supply Paid Pre-orders or Deposits
Nothing validates demand like cash altering arms. Even a $10 deposit indicators dedication. The founders of Peak Design funded their first digital camera accent by gathering early pre-orders on Kickstarter, reaching $200K earlier than manufacturing. You are able to do this merely with Stripe pre-order hyperlinks or a “reserve your spot” checkout.
Should you can acquire at the least 10–20 pre-orders, it’s robust proof of actual market pull.
7. Validate Channel and Message Match
A good suggestion that may’t attain its viewers dies quietly. Check one acquisition channel early:
- Run $50–100 advert exams throughout 3 audiences.
- Measure CTR and cost-per-click.
- See which language converts finest.
If no channel produces any engagement, revisit your viewers or downside framing earlier than constructing.
8. Analyze and Determine
Create a easy validation scorecard:
| Validation Sign | Goal | Precise | Verdict |
|---|---|---|---|
| Touchdown web page signups | 50 | 63 | Cross |
| Guide paying customers | 3 | 4 | Cross |
| Pre-orders | 10 | 0 | Fail |
| Conversion charge | 10% | 2% | Fail |
When a number of indicators align, folks join, reply, and pay, you’re able to construct. After they don’t, revisit the issue or viewers. Bear in mind, invalidation saves cash too.
Do This Week
- Write a one-sentence speculation with worth and purchaser outlined.
- Construct a one-page touchdown web page with a transparent CTA.
- Spend $50 testing 2–3 audiences with small adverts.
- Run 10 buyer calls to confirm downside urgency.
- Manually fulfill the core job for 3 folks and cost for it.
- Observe conversions, replies, and funds.
- Make a go/no-go choice by day 30.
Closing Ideas
Each profitable founder learns the identical lesson early: the market is the one choose that issues. You may’t cause your manner into demand; you’ll be able to solely measure it. Begin small, check quick, and deal with each “no” as tuition on your subsequent higher thought. Validation isn’t about being proper; it’s about studying cheaply.
Photograph by Content material Pixie; Unsplash
