What is Product Validation?

While you are building your MVP or the initial version of your product/services, you want to already start validating your business idea, meaning you want to test and verify whether your business idea in general and certain aspects of it have the potential to succeed in the market. 

This helps you to assess the potential of your idea and evaluate different features and aspects of it before investing time and resources into developing them. It gives you the chance to identify potential risks, challenges and opportunities at an early stage, refine your business strategy or pivot your idea if necessary.

You essentially want to validate three things: your ideas feasibility, desirability and viability. 

• Feasibility refers to whether or not the idea can be implemented successfully, taking into account factors such as available resources, technical feasibility, legal and regulatory requirements, and operational feasibility.
• Desirability refers to whether or not there is sufficient demand or interest in the proposed product or service among potential customers. This includes considerations such as market size, customer needs and preferences, and potential competition.
• Viability refers to whether or not the idea can generate sustainable profits and be financially viable in the long term. This includes considerations such as revenue potential, cost structure, and potential profitability.

You can test these criteria through a number of validation experiments. We will give you an overview of different types of experiments that you can run and go through the process of validating your idea in this work package.

Note: 🍋 Throughout this guide we will use the example of a food supplement company to better illustrate each task and information.

What is Product Validation Good For?

Validating your product idea is instrumental in mitigating risks and ensuring the success of your venture. By rigorously testing and validating your concept, you can:

• Mitigate Risks: Identify potential pitfalls and challenges early on, minimizing uncertainties and maximizing the likelihood of success.
• Make Informed Decisions: Gather data and insights that inform strategic decisions, guiding the development and refinement of your product offering.
• Maximize Chances of Success: Increase the probability of building a product that meets market needs, resonates with customers, and achieves sustainable growth.

Curated Lists 📋

💡 To save you some time, we have prepared a free list with Validation Experiments which you can to validate your product or service idea.

How to Validate your Product Idea Step-by-Step:

The first thing you want to do is to define the different hypotheses that you want to test. A hypothesis is a proposed explanation or assumption about a certain aspect of your business idea that needs to be validated or tested. It is a statement that outlines what you believe to be true about your business idea, and it is typically based on assumptions and prior knowledge about the market, customers, and competitors. 

By systematically testing your assumptions, you can identify what works and what doesn’t, and use this information to make more informed decisions about your business. 

Hypotheses can cover a wide range of topics, so go ahead and think about which hypothesis you can make in terms of your business ideas desirability, feasibility and viability:

Desirability Hypothesis

These hypotheses are focused on testing whether the business idea meets the needs, preferences, and desires of the target customers. The purpose of testing the desirability hypothesis is to determine if the target customers are interested in the product or service being offered and if they are willing to pay for it. Topics of these hypotheses could be for example:

Feasibility Hypothesis 

These hypotheses are focused on testing whether the business idea can be implemented with the available resources, technology, and skills. The purpose of testing the feasibility hypothesis is to determine if the business idea can be executed successfully and efficiently. Topics of these hypotheses could be for example:

Viability Hypothesis

This hypothesis is focused on testing whether the business idea can generate sustainable revenue and profit over the long term. The purpose of testing viability hypotheses is to determine if the business idea can be a viable and profitable venture. Topics of these hypotheses could be for example:

You can use the first part of the Validation Experiments 📒Template to note down you hypothesis. Use a post-it and note down your hypotheses and complete the sentence “We assume that…”.

Once you are clear about your hypotheses, you want to select and define the right experiments to validate those hypotheses. There are a lot of different types of experiments or tests that you can run and that enable you to gather different types of information. Also note 

Which ones you choose depend on the nature of your business idea, your skills and/or budget and of course the hypotheses you want to validate. 

We put together a List of experiments that can help you to find the right ones to validate your business idea.

You can use the second part of your Validation Experiments 📒Template to select and define your experiments:

1. Choose the experiments you want to run
2. For each experiment, describe shortly what you are planning to do 
3. Select the hypotheses that you are going to validate with each experiment
4. Define and list the metrics or information that you are planning to gather with each experiment
5. For each experiment, define which results you would need to get in order for the different hypotheses to be valid
6. Define and assign the tasks you will need to complete to prepare and run each experiment

Now that you know which experiments you want to conduct you can get to work preparing and running the experiments. Make sure to set clear responsibilities and deadlines so the experiments are completed in time.

At last, once you did run your experience you want to analyze the metrics and information you gather and evaluate your results to identify possible actions.

To do so you can use the third part of your  Validation Experiments 📒Template and document the results of each experience in one of the provided sheets.

• Start with comparing the expected metrics, which you priorly defined (Our Hypothesis is valid if…) to the final results. Are the results better or worse than expected?
• Considering these results list the hypotheses that could be positively validated , and those ones that were disproved through the experiment.
• Now note down the learnings and insights you gained from the experiment. Differentiate between the positive, the negative and the neutral ones.
• Based on these findings and results identify the conclusion and implications for your business, do you have to pivot the business strategy or business idea, if yes how? Which adjustment do you have to make to your product/service?
• Finally detail the tasks which you have to work on in the next steps to implement any adjustment or to change direction.