The document discusses lean validation, which is a method for startups to quickly and cost-effectively test the viability of business ideas through a series of low-cost experiments before fully launching a product or service. It involves systematically refining products and solutions by testing hypotheses through customer interviews, pre-selling, prototyping, and other techniques to gather feedback and validate assumptions. The goal is to identify whether there is product-market fit and to learn at an early stage what works and what doesn't work through iterative experimentation and refinement of the initial idea.

1. LEAN VALIDATION

2. LEAN VALIDATION

3. WE DO LEAN VALIDATION
TO FIND A PRODUCT/
MARKET FIT AS FAST AND
COST-EFFECTIVE AS POSSIBLE

4. • Is your idea solving a problem? If so, what is it?
• Is there a market for it?
• Who are the people buying your product/service and
how much are they willing to pay?
• Why should anyone care?
PRODUCT/MARKET FIT MEANS FINDING
ANSWERS TO QUESTIONS LIKE:

5. “WE HAVE A GREAT IDEA FOR A
BUSINESS, IT’S GOING TO BE GREAT…”
SOUNDS FAMILIAR?

6. AFTER THE LAUNCH…
“NO BUSINESS PLAN
SURVIVES FIRST CONTACT
WITH A CUSTOMER”
– STEPHEN BLANK

7. IF YOU’VE BEING ASKING
FRIENDS ABOUT YOUR IDEA
AND THEY SAY THEY LIKE IT…
I GOT NEWS FOR YOU…

8. LIKING IT IS NOT THE SAME
AS PAYING FOR IT

9. YOU WANT THIS REACTION:
SHUT UP AND TAKE
MY MONEY!

10. “…BUT WE SPENT HOURS
BRAINSTORMING, IT SHOULD WORK…”
SOUNDS FAMILIAR?

11. YOUR ASSUMPTIONS ARE NOT
NECESSARILY TRUE. YOU NEED
TO VALIDATE WITH EVIDENCE.

12. BECAUSE STARTUPS
ARE NOT A SMALLER
VERSION OF A BIG
COMPANY AND HAVE
LIMITED RESOURCES,
THEY CAME UP WITH A
PRODUCT/SERVICE
DEVELOPMENT
APPROACH WHICH IS
CHEAPER AND FASTER.

13. IN ESSENCE IT IS BASED ON THIS:
TRY SOMETHING…
DOES IT WORK?
YES? GREAT
NO? OK, WHAT
DID WE FIND
OUT OR LEARN?
OK, LET’S TRY
THIS OTHER
THING NOW…

14. IN ESSENCE IT IS BASED ON THIS:
YOUR IDEA LAUNCH
QUICK AND SMALL
ITERATIONS

15. TO VALIDATE A BUSINESS IDEA,
WE DEVICE A SERIES OF
EXPERIMENTS THAT HELP US
SYSTEMATICALLY REFINE
PRODUCTS, BEFORE LAUNCH

16. SCIENTIFIC
APPROACH /
LOW COST
EXPERIMENTS
TO TEST OUR
HYPOTHESIS

17. HYPOTHESIS =
GUESS
“HYPOTHESIS” IS JUST A FANCY WORD FOR “GUESS”

18. METHODS TO TEST THE HYPOTHESIS:
INTERVIEW
PRE-SELL
CONCIERGE
PROTOTYPE
IDEA

19. TO KEEP TRACK OF IT
ALL, WE USE A LEAN
VALIDATION BOARD

20. DESIGNED FOR: DESIGNED BY: DATE: ITERATION:
LEAN VALIDATION BOARD
START HERE. BRAINSTORM WITH STICKIES, PULL IT OVER TO THE RIGHT TO START YOUR EXPERIMENT. EXPERIMENTS 2 3 4 5
CUSTOMER
PROBLEM
SOLUTION
RISKIEST
ASSUMPTION
SUCCESS
CRITERION
RESULT &
DECISION
0/20
PIVOT!
5/10
PIVOT!
50+ in 2hrs
PERSEVERE!
LEARNING
Who is your customer?
Time limit: 5 Min
Time limit: 5 Min
Time limit: 5 Min
Time limit: 10 Min
What is the problem? Phrase it from your customer’s perspective.
Define the solution only after you have validated a problem worth solving.
List the assumptions that must hold true, for your hypothesis to be true
NEED HELP? USE THESE SENTENCES TO HELP CONSTRUCT YOUR EXPERIMENT.
To form a Customer/Problem Hypothesis:
To form your Assumptions:
Determine how you will test it:
To form a Problem/Solution Hypothesis:
To identify your Riskiest Assumption:
Determine what success looks like:
1
I believe my customer has a
problem achieving this goal.
In order for hypothesis to be
true, assumption needs to be true.
The least expensive way to
test my assumption is...
I believe this solution will result
in quantifiable outcome.
The assumption with the least
amount of data, and core to the
viability of my hypothesis is...
I will run experiment with # of
customers and expect a strong
signal from # of customers.
GET OUT OF THE BUILDING
INTERVIEW:
8/10 don’t
have friend
with Vespa
SELL:
15 email
addresses
in 2 hours
INTERVIEW:
5/20 buying
Vespa bc
environment
important
People
buying
Vespas on
Craigslist
People with
difficult
commute
NYC
People with
difficult
commute
NYC
Relying on
products
that use
oil
Understanding
safety & time
saving of
Vespa
Vespa too
expensive
for identity
risk
Vespa One-
Pager +
Trial
Rent Vespa
& Return It
If Not Fit
No friends
Vespa
Pay
$250/month
Care about
environment
- Skinny Tie!
- Buying for
lifestyle
- “I’m not a
scooter
person”
- Lifestyle is
a risk
- People typing
in ALL CAPS
- Jumping out
of seat to try

21. DESIGNED FOR: DESIGNED BY: DATE: ITERATION:
LEAN VALIDATION BOARD
START HERE. BRAINSTORM WITH STICKIES, PULL IT OVER TO THE RIGHT TO START YOUR EXPERIMENT. EXPERIMENTS 2 3 4 5
CUSTOMER
PROBLEM
SOLUTION
RISKIEST
ASSUMPTION
SUCCESS
CRITERION
RESULT &
DECISION
0/20
PIVOT!
5/10
PIVOT!
50+ in 2hrs
PERSEVERE!
LEARNING
Who is your customer?
Time limit: 5 Min
Time limit: 5 Min
Time limit: 5 Min
Time limit: 10 Min
What is the problem? Phrase it from your customer’s perspective.
Define the solution only after you have validated a problem worth solving.
List the assumptions that must hold true, for your hypothesis to be true
NEED HELP? USE THESE SENTENCES TO HELP CONSTRUCT YOUR EXPERIMENT.
To form a Customer/Problem Hypothesis:
To form your Assumptions:
Determine how you will test it:
To form a Problem/Solution Hypothesis:
To identify your Riskiest Assumption:
Determine what success looks like:
1
I believe my customer has a
problem achieving this goal.
In order for hypothesis to be
true, assumption needs to be true.
The least expensive way to
test my assumption is...
I believe this solution will result
in quantifiable outcome.
The assumption with the least
amount of data, and core to the
viability of my hypothesis is...
I will run experiment with # of
customers and expect a strong
signal from # of customers.
GET OUT OF THE BUILDING
INTERVIEW:
8/10 don’t
have friend
with Vespa
SELL:
15 email
addresses
in 2 hours
INTERVIEW:
5/20 buying
Vespa bc
environment
important
People
buying
Vespas on
Craigslist
People with
difficult
commute
NYC
People with
difficult
commute
NYC
Relying on
products
that use
oil
Understanding
safety & time
saving of
Vespa
Vespa too
expensive
for identity
risk
Vespa One-
Pager +
Trial
Rent Vespa
& Return It
If Not Fit
No friends
Vespa
Pay
$250/month
Care about
environment
- Skinny Tie!
- Buying for
lifestyle
- “I’m not a
scooter
person”
- Lifestyle is
a risk
- People typing
in ALL CAPS
- Jumping out
of seat to try
DEFINE CUSTOMER/
PROBLEM FIT

22. DESIGNED FOR: DESIGNED BY: DATE: ITERATION:
LEAN VALIDATION BOARD
START HERE. BRAINSTORM WITH STICKIES, PULL IT OVER TO THE RIGHT TO START YOUR EXPERIMENT. EXPERIMENTS 2 3 4 5
CUSTOMER
PROBLEM
SOLUTION
RISKIEST
ASSUMPTION
SUCCESS
CRITERION
RESULT &
DECISION
0/20
PIVOT!
5/10
PIVOT!
50+ in 2hrs
PERSEVERE!
LEARNING
Who is your customer?
Time limit: 5 Min
Time limit: 5 Min
Time limit: 5 Min
Time limit: 10 Min
What is the problem? Phrase it from your customer’s perspective.
Define the solution only after you have validated a problem worth solving.
List the assumptions that must hold true, for your hypothesis to be true
NEED HELP? USE THESE SENTENCES TO HELP CONSTRUCT YOUR EXPERIMENT.
To form a Customer/Problem Hypothesis:
To form your Assumptions:
Determine how you will test it:
To form a Problem/Solution Hypothesis:
To identify your Riskiest Assumption:
Determine what success looks like:
1
I believe my customer has a
problem achieving this goal.
In order for hypothesis to be
true, assumption needs to be true.
The least expensive way to
test my assumption is...
I believe this solution will result
in quantifiable outcome.
The assumption with the least
amount of data, and core to the
viability of my hypothesis is...
I will run experiment with # of
customers and expect a strong
signal from # of customers.
GET OUT OF THE BUILDING
INTERVIEW:
8/10 don’t
have friend
with Vespa
SELL:
15 email
addresses
in 2 hours
INTERVIEW:
5/20 buying
Vespa bc
environment
important
People
buying
Vespas on
Craigslist
People with
difficult
commute
NYC
People with
difficult
commute
NYC
Relying on
products
that use
oil
Understanding
safety & time
saving of
Vespa
Vespa too
expensive
for identity
risk
Vespa One-
Pager +
Trial
Rent Vespa
& Return It
If Not Fit
No friends
Vespa
Pay
$250/month
Care about
environment
- Skinny Tie!
- Buying for
lifestyle
- “I’m not a
scooter
person”
- Lifestyle is
a risk
- People typing
in ALL CAPS
- Jumping out
of seat to try
EXPERIMENT
TRACKER

23. Intelligent Storage / Gratis Abholservice

24. Intelligent Storage / Gratis Abholservice
Concierge storage service operating in Munich.
THE BUSINESS IDEA
1.Sign-up and get some empty plastic boxes. Fill
them up, photograph the contents with an app
2.Get the box picked-up by the service
3.Whenever you need to retrieve anything from
the box, check your app catalog and get the
box delivered to your door.

25. WHAT THEY NEEDED TO VALIDATE
Who is our client? Families? Pendlers? Students?
Is there really a storage space problem in Munich?
How much are the people willing to pay?
Would people trust such a service?
Intelligent Storage / Gratis Abholservice

26. DESIGNED FOR: DESIGNED BY: DATE: ITERATION:
LEAN VALIDATION BOARD
START HERE. BRAINSTORM WITH STICKIES, PULL IT OVER TO THE RIGHT TO START YOUR EXPERIMENT. EXPERIMENTS 2 3 4 5
CUSTOMER
PROBLEM
SOLUTION
RISKIEST
ASSUMPTION
SUCCESS
CRITERION
RESULT &
DECISION
0/20
PIVOT!
5/10
PIVOT!
50+ in 2hrs
PERSEVERE!
LEARNING
Who is your customer?
Time limit: 5 Min
Time limit: 5 Min
Time limit: 5 Min
Time limit: 10 Min
What is the problem? Phrase it from your customer’s perspective.
Define the solution only after you have validated a problem worth solving.
List the assumptions that must hold true, for your hypothesis to be true
NEED HELP? USE THESE SENTENCES TO HELP CONSTRUCT YOUR EXPERIMENT.
To form a Customer/Problem Hypothesis:
To form your Assumptions:
Determine how you will test it:
To form a Problem/Solution Hypothesis:
To identify your Riskiest Assumption:
Determine what success looks like:
1
I believe my customer has a
problem achieving this goal.
In order for hypothesis to be
true, assumption needs to be true.
The least expensive way to
test my assumption is...
I believe this solution will result
in quantifiable outcome.
The assumption with the least
amount of data, and core to the
viability of my hypothesis is...
I will run experiment with # of
customers and expect a strong
signal from # of customers.
GET OUT OF THE BUILDING
INTERVIEW:
8/10 don’t
have friend
with Vespa
SELL:
15 email
addresses
in 2 hours
INTERVIEW:
5/20 buying
Vespa bc
environment
important
People
buying
Vespas on
Craigslist
People with
difficult
commute
NYC
People with
difficult
commute
NYC
Relying on
products
that use
oil
Understanding
safety & time
saving of
Vespa
Vespa too
expensive
for identity
risk
Vespa One-
Pager +
Trial
Rent Vespa
& Return It
If Not Fit
No friends
Vespa
Pay
$250/month
Care about
environment
- Skinny Tie!
- Buying for
lifestyle
- “I’m not a
scooter
person”
- Lifestyle is
a risk
- People typing
in ALL CAPS
- Jumping out
of seat to try

27. LEAN VALIDATION BOARD
START HERE. BRAINSTORM WITH STICKIES, PULL IT OVER TO THE RIGHT TO START YOUR EXPERIMENT. EXPERIMENTS 2
CUSTOMER
PROBLEM
SOLUTION
RISKIEST
ASSUMPTION
SUCCESS
CRITERION
RESULT &
DECISION
0/20 5/10
Who is your customer?
Time limit: 5 Min
Time limit: 5 Min
Time limit: 5 Min
Time limit: 10 Min
What is the problem? Phrase it from your customer’s perspective.
Define the solution only after you have validated a problem worth solving.
List the assumptions that must hold true, for your hypothesis to be true
NEED HELP? USE THESE SENTENCES TO HELP CONSTRUCT YOUR EXPERIMENT.
To form a Customer/Problem Hypothesis:
To form your Assumptions:
To form a Problem/Solution Hypothesis:
To identify your Riskiest Assumption:
1
I believe my customer has a
problem achieving this goal.
In order for hypothesis to be
I believe this solution will result
in quantifiable outcome.
The assumption with the least
GET OUT OF THE BUILDI
INTERVIE
8/10 don
have frien
with Vesp
INTERVIEW:
5/20 buying
Vespa bc
environment
important
People
buying
Vespas on
Craigslist
People w
difficult
commute
NYC
Relying on
products
that use
oil
Understa
safety &
saving of
Vespa
Vespa On
Pager +
Trial
No friend
Vespa
Care about
environment
Students
20-25
years old
families living
in a small
apartment in
the city
pendler
not enough
storage
space
not enough
time to deal
with storage
Chaos in the
basement
They like
stuff to be
picked up
from home
They would
pay up to
20€ a month
for such
service
They would
trust a pick
up storage
service
they have a
storage
space
problem

28. LEAN VALIDATION BOARD
START HERE. BRAINSTORM WITH STICKIES, PULL IT OVER TO THE RIGHT TO START YOUR EXPERIMENT. EXPERIMENTS 2
CUSTOMER
PROBLEM
SOLUTION
RISKIEST
ASSUMPTION
SUCCESS
CRITERION
RESULT &
DECISION
0/20 5/10
Who is your customer?
Time limit: 5 Min
Time limit: 5 Min
Time limit: 5 Min
Time limit: 10 Min
What is the problem? Phrase it from your customer’s perspective.
Define the solution only after you have validated a problem worth solving.
List the assumptions that must hold true, for your hypothesis to be true
NEED HELP? USE THESE SENTENCES TO HELP CONSTRUCT YOUR EXPERIMENT.
To form a Customer/Problem Hypothesis:
To form your Assumptions:
To form a Problem/Solution Hypothesis:
To identify your Riskiest Assumption:
1
I believe my customer has a
problem achieving this goal.
In order for hypothesis to be
I believe this solution will result
in quantifiable outcome.
The assumption with the least
GET OUT OF THE BUILDI
INTERVIE
8/10 don
have frien
with Vesp
INTERVIEW:
5/20 buying
Vespa bc
environment
important
People
buying
Vespas on
Craigslist
People w
difficult
commute
NYC
Relying on
products
that use
oil
Understa
safety &
saving of
Vespa
Vespa On
Pager +
Trial
No friend
Vespa
Care about
environment
Students
20-25
years old
families living
in a small
apartment in
the city
pendler
not enough
storage
space
not enough
time to deal
with storage
Chaos in the
basement
They like
stuff to be
picked up
from home
They would
pay up to
20€ a month
for such
service
They would
trust a pick
up storage
service
they have a
storage
space
problem
8 / 10
have a space
problem

29. TIME GET OUT OF
THE BUILDING…

30. METHODS TO TEST THE HYPOTHESIS:
INTERVIEW
PRE-SELL
CONCIERGE
PROTOTYPE
IDEA

31. INTERVIEW

32. I HAVE A
PROBLEM… YAY!
POTENTIAL
CUSTOMER
YOU

33. “WHAT THE CUSTOMER
WANTS, MIGHT NOT
MAKE THEM HAPPY”
REMEMBER THAT THE CUSTOMERS HAVE
THE PROBLEM NOT THE SOLUTION:

34. “IF I HAD ASKED PEOPLE WHAT
THEY WANTED, THEY WOULD
HAVE SAID: FASTER HORSES.”
– HENRY FORD

35. I HAVE A
PROBLEM… YAY!
POTENTIAL
CUSTOMER
YOU

36. WHO, WHAT
WHEN, WHERE,
WHY, HOW…
GOOD QUESTIONS TO ASK:

37. 1.WHY?
2. WHY?
3. WHY?…
THE THREE MOST IMPORTANT QUESTIONS:

38. » WOULD YOU LIKE…
» DO YOU…
» CAN YOU IMAGINE…
» WOULD YOU…
BAD QUESTIONS TO ASK:

39. THE MORE YOU ASK
SOMEONE TO COME
UP WITH A SOLUTION
OR IMAGINE IT, THE
LESS YOU CAN TRUST
THEIR RESPONSE.

40. “THE ALTERATION OF
BEHAVIOUR BY THE
SUBJECTS OF A STUDY DUE
TO THEIR AWARENESS OF
BEING OBSERVED”
IT IS CALLED THE “HAWTHORNE EFFECT”

41. WE NEED TO OBSERVE
BEHAVIOUR, NOT OPINION,
USE A CONVERSATION STYLE.

42. 1. Have you ever had [Problem, situation]…?
2. Tell me a story about the last time you had…
[Problem]?
3. How do you solve the problem now?
4. Why is your current solution not good?
GOOD QUESTIONS:

43. SELLING IS NOT IDEAL
IN THE FIRST ROUND
OF INTERVIEWS, BUT
YOU CAN SELL IT AS IF
IT WAS REAL.

44. LET’S PLAY A LITTLE GAME…

45. “THAT IS
SO COOL… I
LOVE IT!”
BAD

46. “THERE IS A
COUPLE OF PEOPLE I
CAN INTRO WHEN
YOU’RE READY…”
BAD

47. “WHEN CAN
I START THE
TRIAL?”
GOOD

48. “WHERE CAN
I GET MORE
INFO ABOUT
THAT?”
GOOD

49. “I WOULD
DEFINITELY
BUY THAT”
BAD

50. “WHERE CAN
I GET MORE
INFO ABOUT
THAT?”
GOOD

51. BACK IN
THE BUILDING…

52. DESIGNED FOR: DESIGNED BY: DATE: ITERATION:
LEAN VALIDATION BOARD
START HERE. BRAINSTORM WITH STICKIES, PULL IT OVER TO THE RIGHT TO START YOUR EXPERIMENT. EXPERIMENTS 2 3 4 5
CUSTOMER
PROBLEM
SOLUTION
RISKIEST
ASSUMPTION
SUCCESS
CRITERION
RESULT &
DECISION
0/20
PIVOT!
5/10
PIVOT!
50+ in 2hrs
PERSEVERE!
LEARNING
Who is your customer?
Time limit: 5 Min
Time limit: 5 Min
Time limit: 5 Min
Time limit: 10 Min
What is the problem? Phrase it from your customer’s perspective.
Define the solution only after you have validated a problem worth solving.
List the assumptions that must hold true, for your hypothesis to be true
NEED HELP? USE THESE SENTENCES TO HELP CONSTRUCT YOUR EXPERIMENT.
To form a Customer/Problem Hypothesis:
To form your Assumptions:
Determine how you will test it:
To form a Problem/Solution Hypothesis:
To identify your Riskiest Assumption:
Determine what success looks like:
1
I believe my customer has a
problem achieving this goal.
In order for hypothesis to be
true, assumption needs to be true.
The least expensive way to
test my assumption is...
I believe this solution will result
in quantifiable outcome.
The assumption with the least
amount of data, and core to the
viability of my hypothesis is...
I will run experiment with # of
customers and expect a strong
signal from # of customers.
GET OUT OF THE BUILDING
INTERVIEW:
8/10 don’t
have friend
with Vespa
SELL:
15 email
addresses
in 2 hours
INTERVIEW:
5/20 buying
Vespa bc
environment
important
People
buying
Vespas on
Craigslist
People with
difficult
commute
NYC
People with
difficult
commute
NYC
Relying on
products
that use
oil
Understanding
safety & time
saving of
Vespa
Vespa too
expensive
for identity
risk
Vespa One-
Pager +
Trial
Rent Vespa
& Return It
If Not Fit
No friends
Vespa
Pay
$250/month
Care about
environment
- Skinny Tie!
- Buying for
lifestyle
- “I’m not a
scooter
person”
- Lifestyle is
a risk
- People typing
in ALL CAPS
- Jumping out
of seat to try
families living
in a small
apartment in
the city
not enough
storage
space
they have a
storage
space
problem
8 / 10
have a space
problem
Students
20-25
years old
pendler
not enough
time to deal
with storage
Chaos in the
basement
They like
stuff to be
picked up
from home
They would
pay up to 20€
a month for
such service
They would
trust a pick
up storage
service

53. PROBLEM
SOLUTION
RISKIEST
ASSUMPTION
SUCCESS
CRITERION
RESULT &
DECISION
0/20
PIVOT!
5/10
PIVOT!
50+ in 2hrs
PERSEVERE!
LEARNING
customer’s perspective.
alidated a problem worth solving.
for your hypothesis to be true
UR EXPERIMENT.
To form a Problem/Solution Hypothesis:
To identify your Riskiest Assumption:
Determine what success looks like:
I believe this solution will result
in quantifiable outcome.
The assumption with the least
amount of data, and core to the
viability of my hypothesis is...
I will run experiment with # of
customers and expect a strong
signal from # of customers.
GET OUT OF THE BUILDING
INTERVIEW:
8/10 don’t
have friend
with Vespa
SELL:
15 email
addresses
in 2 hours
INTERVIEW:
5/20 buying
Vespa bc
environment
important
Relying on
products
that use
oil
Understanding
safety & time
saving of
Vespa
Vespa too
expensive
for identity
risk
Vespa One-
Pager +
Trial
Rent Vespa
& Return It
If Not Fit
No friends
Vespa
Pay
$250/month
Care about
environment
- Skinny Tie!
- Buying for
lifestyle
- “I’m not a
scooter
person”
- Lifestyle is
a risk
- People typing
in ALL CAPS
- Jumping out
of seat to try
8 / 10
have a space
problem
not enough
storage
space
they have a
storage
space
problem
2 / 10
have a space
problem
(INVALIDADED)
THEY
WOULD’NT MIND
PAYING TO
STORE BULKY
ITEMS

54. DESIGNED FOR: DESIGNED BY: DATE:
DATION BOARD
STICKIES, PULL IT OVER TO THE RIGHT TO START YOUR EXPERIMENT. EXPERIMENTS 2 3 4
CUSTOMER
PROBLEM
SOLUTION
RISKIEST
ASSUMPTION
SUCCESS
CRITERION
Phrase it from your customer’s perspective.
ly after you have validated a problem worth solving.
hat must hold true, for your hypothesis to be true
ES TO HELP CONSTRUCT YOUR EXPERIMENT.
othesis: To form a Problem/Solution Hypothesis:
1
has a
goal.
I believe this solution will result
in quantifiable outcome.
INTERVIEW:
8/10 don’t
have friend
with Vespa
SELL:
15 email
addresses
in 2 hours
INTERVIEW:
5/20 buying
Vespa bc
environment
important
People
buying
Vespas on
Craigslist
People with
difficult
commute
NYC
People with
difficult
commute
NYC
Relying on
products
that use
oil
Understanding
safety & time
saving of
Vespa
Vespa too
expensive
for identity
risk
Vespa One-
Pager +
Trial
Rent Vespa
& Return It
If Not Fit
No friends
Vespa
Pay
$250/month
Care about
environment
Students
20-25
years old
families living
in a small
apartment in
the city
not enough
storage
space
not enough
time to deal
with storage
Chaos in the
basement
They like
stuff to be
picked up
from home
They would
pay up to
20€ a month
for such
service
They would
trust a pick
up storage
service
they have a
storage
space
problem
8 / 10
have a space
problem
pendler
don’t have a
personal
storage
space
they have a
storage
space
problem
8 / 10
have a space
problem
PICK UP
SERVICE FOR
bulky items
STORAGE

55. METHODS TO TEST THE HYPOTHESIS:
INTERVIEW
PRE-SELL
CONCIERGE
PROTOTYPE
IDEA

56. HERE’S ANOTHER EXAMPLE…
(PRE-SELL)

57. MAURO.
WORKS IN MUNICH
THROUGHOUT THE
WEEK AND GOES
HOME ON WEEKENDS.
HE WOULD LIKE TO
STORE PERSONAL
ITEMS BUT DOESN’T
HAVE THE SPACE.
EXAMPLE

61. WHAT MAURO DIDN’T KNOW:
1.THE WEBSITE IS FAKE
2.THERE IS NO COMPANY, OR
PRODUCT OR SERVICE YET

62. • It validates that there is a market willing to pay or at
least try the service
• Once we start building a client database we can start
asking them questions and making further experiments
(customer development)
• Most likely, people on the database will become first
customers and multipliers (low marketing costs)
• You are validating without having to build the product/
service first (cost-effective)
WHY IS THIS IMPORTANT?

63. MOST LIKELY
MAURO WILL
BECOME A PAYING
CUSTOMER AND
RECOMMEND TO HIS
CLOSE NETWORK.
EXAMPLE

64. CURRENCIES
(PRE-ORDER, MONEY, EMAIL, COMMITMENT…)
1.
PITCHING THE OFFER
VALUE OF SOLUTION
PERCEIVED VALUE
SPECIFIC BENEFITS MENTIONED BY CUSTOMERS?
2.
INTEREST
TRIED TO APPLY?
3.

66. LEAN VALIDATION IS A CONTINUOUS
PROCESS. IT HAS A BEGINNING BUT
NOT AN END. THIS PROCESS WILL
CONTINUE EVEN AFTER YOU LAUNCH
YOUR BUSINESS.

67. THANK YOU

68. www.brainsandhearts.de