Validation is not one step. It is a series of increasingly expensive tests, each designed to answer a more specific question. Start with the cheapest test that could kill the idea. If it survives, move to the next level.
Level 1: Problem Validation (1-2 Days)
Before testing your solution, confirm the problem exists and people care enough to solve it.
Talk to 5 potential users. Ask: "Tell me about the last time you dealt with [problem]. What did you do? How much time/money did it cost?" If 4 out of 5 describe the problem with emotion and detail, the problem is real. If they shrug, pivot to a different problem.
Search for existing solutions. If people are already paying for alternatives (even ugly, expensive ones), the problem is validated. No competition often means no market, not a blue ocean.
Use the idea validator tool to score your concept across market, problem, and solution dimensions.
Level 2: Solution Validation (1-2 Weeks)
Now test whether your specific approach resonates.
Fake door test. Create a landing page describing your solution with a signup button. Drive 200-500 visitors via targeted ads ($100-300 spend). If 5%+ click the signup button, there is interest. Below 2%, your positioning or solution needs work.
Concierge MVP. Deliver the value manually for 3-5 users before building anything. If you are building a meal planning app, create personalized meal plans by hand and email them. This tests whether users actually value the output, not just the concept.
Wizard of Oz. Build the interface but run the backend manually. The user thinks they are interacting with a product. You are doing the work behind the scenes. This tests the full user experience without engineering investment.
The idea generator can help you explore adjacent ideas if your initial concept does not validate.
Level 3: Willingness to Pay (1-2 Weeks)
Interest does not equal revenue. Test pricing before building.
Pre-sell. Offer early access at a discount. "Pay $49 now, get lifetime access when we launch in 8 weeks." If 10+ people pay, you have validated willingness to pay. If nobody pays, your price point or value proposition needs adjustment.
Price sensitivity survey. Show your landing page to potential users and ask: "How much would you expect to pay for this?" and "At what price would this feel too expensive?" The Van Westendorp method gives you a price range.
Competitive pricing analysis. What are people currently paying for alternatives? Your price should sit within 50-200% of existing solutions unless you offer significantly different value. Use the pricing calculator to model different scenarios.
Level 4: Build and Measure (2-4 Weeks)
Only after Levels 1-3 should you write code.
Build the smallest thing that delivers the core value. Not a "minimum viable product" with 20 features at 60% quality. One feature at 100% quality. If your product helps PMs prioritize features, build the RICE calculator first, not the full project management suite.
Define your success metric before launching. "50 weekly active users by week 4" or "10% Day-30 retention" or "$500 MRR by month 2." If you hit the metric, invest more. If you miss it, investigate why before adding features.
Track early metrics with the AARRR framework to identify where your funnel breaks.
Timelines and Kill Criteria
| Validation Level | Time | Kill Signal |
|---|---|---|
| Problem validation | 1-2 days | Less than 3/5 users describe the problem with urgency |
| Solution validation | 1-2 weeks | Fake door CTR below 2%, zero concierge users complete the flow |
| Willingness to pay | 1-2 weeks | Zero pre-sales, price expectations below your unit economics |
| Build and measure | 2-4 weeks | Miss your success metric by more than 50% |
The assumption mapper helps you identify which assumptions carry the most risk and should be tested first.