A practical, low-cost sequence for testing whether real people will pay to solve a specific problem before you build the full product. The method relies on tight problem definition, market signals, direct customer conversations, simple tests, and early payments.
Turn your idea into a one-sentence problem-and-customer statement that pins down who has the problem, what it is, and how they handle it today.
Combine market checks (search volume, trends, communities, marketplace listings, competitor pricing) with 10–15 customer interviews to surface honest language and willingness to pay.
Finish by comparing evidence of demand with costs, price, and break-even needs, then decide whether to proceed, pivot, or drop the idea.
# Overview
# The eight steps (summary)
# in practice
# Why payment matters
# Decision rules
After running tests, compare the strength of demand signals to the unit economics: cost to deliver, expected price, and break-even volume. If demand and pricing line up with costs, proceed. If demand exists but pricing or costs don't, consider a pivot. If demand is weak across the tests, drop the idea and capture learning.
# Quick checklist before you test
# Bottom line
Most founders build their product and hope for sales. Here’s what to do instead.
A strong programme should progressively help founders by focusing on whether the problem is real, whether the product solves it, whether customers adopt it, whether they will pay for it, and whether the business continues to grow without the programme.
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