This document provides 10 secrets for quickly validating a product idea with real customers before building it out fully. The secrets include: 1) Writing down the product concept and assumptions; 2) Deciding to test assumptions like a scientist; 3) Finding people with the problem; 4) Starting validation with your own network; 5) Interviewing people and asking open-ended questions; 6) Finding the value proposition; 7) Recognizing that liking an idea differs from buying; 8) Challenging customers politely; 9) Having fun validating before fully building the product. The overall message is that validation is easier than full product development.

1. 10 Secrets of
Lean Market Validation
How to Rapidly Validate Your Idea
with Real Customers
Jim Semick, Founder
@jimsemick
University of California
Santa Barbara

2. Lean Market Validation
Does your idea solve a problem?
Can you find potential buyers?
Is there a market?
Does anyone care?

3. This is
Carol.
Real name, true story, fake picture.

4. She searched for a solution.

5. She found it and signed up.

6. What Carol Didn’t Know
The website launched one day prior
It took one hour to build and cost $0.
…Oh, there is no product and the
company doesn’t exist (yet).

7. We Asked Carol
“Why were you looking?”
“Why would you use this product?”
“How would it make your job easier?”
“What are the minimum features?”
Carol bought the REAL product
when we launched.

8. 10 Secrets for
Quickly Validating Your Idea

9. 1. Write Down
Your Product
Concept …
Who is your
customer?
What are their
problems?
How do you
solve those
problems?
Key Features?

10. Don't waste time agonizing over details.
2. Decide.

11. Think like a scientist:
Most of what you write down is
an ASSUMPTION
(and may be wrong)
3.

12. 4. Find the truth by getting out to test
your assumptions
Find people who have a problem.

13. 5. Start with
your network
& your
mentors’
networks
*or stalk people at Starbucks

14. 6. Interview them.

15. 7. Ask “Why?”
Ask LOTS of open-ended questions

16. 8. Find the “Value Proposition”
Time saved
Money saved
Money made
Pain relieved

17. 9. Liking your idea is not the
same as buying your product.
Challenge them (politely).

18. #10
Jump off the cliff and have fun!

19. Validation sounds hard –
but building a real product is harder.
Validate before you build.

20. @JimSemick ProductPlan.com/blog
Thank you!
You Can Do It!