Interest in an idea does not yet show that customers are willing to pay. Before making major commitments, check what problem your offer solves and how buyers choose a solution today.

Formulate a testable assumption

Describe a specific customer, their task and the assumed reason for buying. Replace the statement “everybody needs this” with a narrow scenario. State which observation would confirm interest and which would make you rethink the offer.

Choose a limited test

Conversations with potential customers, demonstrating a prototype or checking search demand provide different kinds of information. Do not mistake likes for sales. If the test involves real transactions, first check the requirements for starting the activity.

How to have a conversation without suggesting the answer you want

Ask the person about the last similar situation: what happened, how they solved the problem and what was inconvenient. Do not start with a long description of your idea and the question “Would you like this?”. Approval from a polite person is not an intention to buy. Record specific circumstances, the alternatives used and the reasons for the choice. Information about real past behaviour is more useful than general speculation about what someone might do one day. Keep personal information only to the extent agreed and necessary.

How to record the result of the test

Before the conversation, define the assumption you are testing. Afterwards, separate the observation, your interpretation and the next question. For example, several people may have described the problem but not yet confirmed that they are willing to discuss the proposed format – that is partial knowledge, not proven demand. Set a limited next test and a criterion for completing it. Do not widen your original hypothesis after the fact so that any result looks like a success. If the test involves providing services or selling, first check the requirements for starting the activity.

What to check

  • Name one priority audience.
  • Describe the customer's current alternative.
  • Write down a criterion for a successful test.
  • Limit the time and budget for the test.

Example situation

Instead of renting large premises, you can first check whether specific customers are willing to discuss the planned service and its terms, without promising a launch you are not ready for.

Next step

Testing an idea is about getting data for a decision, not collecting confirmation for a choice you have already made.

Official information on this topic

Checklists and examples are organisational recommendations. Requirements depend on the procedure, the city and your situation; check them with the relevant office before you act. Please discuss legal and tax questions with an authorised professional.

This article was prepared with the help of AI. The example illustrates the approach and does not describe a client case.