An idea your friends like is not yet a market. Most projects that fail don’t fail for lack of effort, but because a key assumption was never tested. The good news: these assumptions can be checked quickly and cheaply, as long as they are stated clearly.

1. Describe the problem, not the solution

State in one sentence the problem you solve and for whom. “Exporting SMEs waste time calculating their customs duties” is testable; “an innovative export platform” is not.

2. Talk to real potential customers

  • Aim for around ten conversations with people who live the problem.
  • Ask how they handle it today and what it costs them, not whether they like your idea.
  • A problem nobody is already trying to solve is rarely a priority.

3. Test the price

Price is the most often ignored assumption. Quote a real price in your conversations and watch the reaction. A pre-order, a deposit or a letter of intent is worth more than ten compliments.

4. Identify the acquisition channel

How will customers find you: referrals, partners, LinkedIn, search, trade shows? If no channel is realistic for your budget, rethink the project before launching it.

5. Run a minimal test

  • A landing page and a contact form.
  • A pilot offer for a few customers.
  • Success criteria set in advance: number of requests, sales, meetings.
Key takeaway

An idea is validated when customers are ready to pay, not when they like it. Test the need, the price and the channel before investing heavily.

Frequently asked questions

How do I know if my business idea is good?

Check three things with real potential customers: the problem exists and costs them something, your intended price is accepted, and there is a realistic channel to reach them.

How many interviews does it take to validate an idea?

Around ten well-run interviews is often enough to see whether the problem is real and a priority. Then test a concrete commitment: pre-order, deposit or pilot.

Who can help me validate my project?

Startup support networks and firms such as BEAM VISION Partners, which offers a free self-assessment and a 30-minute call to identify what needs checking.

Sources

External links checked on October 24, 2026.

This guide offers a general method; adapt it to your sector and market.

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