Idea validation

How do I vet an idea without having a prototype or product to demonstrate?

Jessica Sirota 15 years Human Resources experience & lawyer

May 19th, 2017

I have a great idea that will require significant investment to prototype or create as a product. How do I learn whether the idea has value, without giving the idea away, and without having anything to demonstrate what the idea is?

Adam Hill Startup guy, occasional founder and mentor.

May 21st, 2017

Lots and lots of research. Start where you would expect: Google. Odds are the idea exists in some way, shape, or form. This can be an immediate sign that you shouldn't move forward, or confirmation that the idea is needed. If it's patentable you can do your own patent search. Again, start with google. Google has a very easy to use patent search. It's not as accurate as the USPTO but much easier.

Generally, I'd say that ideas are worthless without the ability to execute. In rare cases (technological breakthroughs) the idea has merit in and of itself. In the vast majority of cases, however, ideas are a dime a dozen. The real value comes in your ability to turn that idea into something real. Also, if the idea is so easily copied that you cannot tell anyone about it, that's a red flag. Odds are, if the idea is good, it's out there in some form. This is a big part of the reason that investors won't sign NDAs up front.

Hope this helps.

Theodore Caravellas Experienced CTO, bringing ideas from concept to v1. Mentor, Tech Advisor. Greek living in Uganda

May 21st, 2017

Every idea has an easy way to be demonstrated. A mockup, wireframe or even just a ppt which shows the problem you are solving and the solution/result your idea is producing, is always viable.

Personally I am not a fan of NDAs and, as previous answers pointed out, no one is waiting to steal your idea as long as you have a solid execution plan (once verified of course).

Hope this helps

Rob Hirsch Traveler, nature lover, & entrepreneur

May 21st, 2017

The overwhelming majority of ideas have already been done, which is good for validation. If it's been done, learn all about your competitors. I did a 70 metric analysis of mine, but you don't have to be that overkill; a SWOT analysis is fine at this stage.

If it hasn't been done, or your analysis proved fruitful, W.E.M.:

  1. Create a marketing Website through Wordpress
  2. Add an Email capture widget like HelloBar
  3. Start the long slog of Marketing to find your market & build an early access list. I recommend reading Traction.

The above will run you <$100 by yourself. Message me if you have questions. I'm happy to help they way I wished someone did for me.

Ashish Bhatia CoFounder, UNC Kenan-Flagler Business School, Investment Banking Technologies

Last updated on May 21st, 2017

A common concern that most of the entrepreneurs have is the notion that someone might execute on an idea if one were to discuss it with others. More often that not executing an idea from an inception stage to even an MVP takes significant amount of time, effort & resources. Unless the person/group you run an idea by has all those available, it is very unlikely that someone will build the product or service before you can.

If you are concerned about giving away your trade-secret unintentionally during any conversations, I would recommend creating a few scripts/talking points and practicing it with your trusted friends and family.

Depending on what your idea is, you might want to go where your potential customers are - coffee shops, malls etc. and try to pitch. That should give you good data points to capture and evaluate if people show any interest in your idea and are willing to pay for it.

I agree with Adam Hill's recommendation - use google to search if there are similar ideas out there, if someone has a patent of some sort and if the patent is still being enforced (or has expired!) and how successful the current idea is. That should also give you inputs on how you can differentiate your product/service from your competitors and make it more valuable to your customers!

Paul Garcia marketing exec & business advisor

May 21st, 2017

Although a physical product may not be required, you will at least need drawings and an execution plan. Your drawings should highlight the benefits of your product (not features) where possible. And your complete execution plan, while you don't have to review it in a presentation in detail, will demonstrate that you have thought through, researched, and calculated all of the components, timing, equipment, and processes that will be needed to develop your prototype and product.

If you have to prototype, your plan should also include the things that you will measure, how measurement will potentially affect adjustments made to design, which areas you expect will be the most volatile or complicated, and what you will do if you hit a roadblock.

You can raise a million dollars, build a prototype, even start production, and still never deliver a viable product because 50% of the production run can't pass testing.

It's not always about the product itself when talking to investors, it's how you're going to manage the risks. The more detail you have figured out in advance, the more credible you're going to be with investors. Sure, everyone wants to have figured out that there's a market for what they're selling, but even that isn't a guarantee against all risks. The example I used above is one where they had over 7500 pre-orders, raised a million dollars, continued to develop the product for two and a half years, had continuous engineering updates, and when it came to production, they fell down because the waste of units that didn't pass inspection was greater than 50% and that's what eventually drove them out of business before they ever delivered any of those 7500 pre-orders. Everyone lost their money.

Don't worry about giving your idea away. Nobody really cares about your ideas (sorry to burst that bubble), they care about how you're going to execute them and eliminate risks. I have a guy I can buy ideas from for $10 each, endlessly. No joke. That's all they're worth until I or someone else turns them into a business. Actually he gives ideas away for free, but he wants $10 if I do anything with them.

Being able to turn an idea into a profitable business is what defines an entrepreneur. Ideas are just intellectual masturbation otherwise.

Thomas Sutrina Inventor at Retired Pursue Personal interrests and family

May 22nd, 2017

All great answers. The only way to really know is to have a buyer. So even a prototype in hand is just better then not. Still people without putting money down will generally give a more positive view. There are exceptions which have to do with comfort. If the product is outside the comfort box then you will generally get a more negative view. You will have to guess the adjustment needed.

Microwave cooking was outside comfort box. So what do you do if your idea or product can not be imagined by the people your asking? Then ask about the results they want and what drives this result. Microwave are fast and convenient. That was the value they added. Now you need to put a price on the gain in results that is a little harder than for a prototype in hand or a PPT presentation of a product.

Good luck.

Jessica Sirota 15 years Human Resources experience & lawyer

May 22nd, 2017

Thanks everyone - great advice. As a follow up, does anyone have any suggestions for calling together a focus group? Do you suggest just posting on LinkedIn looking for volunteers? Or in here? Or just cold calling my target customers?

Rémi Mollicone Co-founder chez I-emap Ltd

May 24th, 2017

Hello Jessica

If your project has no alternative than having a prototype then there is no other solution than getting the funding to realise it or making an agreement with people able to do it. It is axectly what we do ! However, making a prototype is only the first step of a complex process and investmetn to bring a product to the market and a comlete vsion of this process must be got in order not ot go in the dead end.

If you want to speak about this you can contact me at

All the best


Yann ESSOH Founder, Telecom & Ecommerce Business development manager

September 22nd, 2017

Hi Jessica,

You are on the right track.

Even if prototyping was not expensive, you should never start your business with developing the solution.

This is a waste of resources. Development are so expensive and founders financial resources are so limited. You would better use your money to 1) validate the idea ; 2) validate the business model ; 3) validate the financial viability ; 4) validate traction and sustainability and ; 5) and raise funds.

Startup building is not a solo sport.

You need an advisor or a co-founder who really knows how to build a start-up business from scratch, and that specifically has strong skills and start-up experience in:

1) lean customers interview hack,

2) lean marketing,

3) customers growth hack,

4) business idea vetting,

5) how to detect early that an idea will fail,

6) how and when to pivot,

7) climbing the mvp mountain,

8) b2b and b2c sales best practice (because you have no business if you can't sell)

9) psychology of selling

10) financial modelling for startup (because you will need to check the likeliness of your business model to generate enough value and money to be financially sustainable)

I can help you on all that.

You also need to develop business idea vetting skills.

You will need to learn some specific skills related to business idea vetting.

1/ sniff testing

This is the capacity to split your ideas into small parts and assess the likeliness of each part to be a contributor to the overall success of your future business without spending time and resources doing standard market research. It can help you identify winners and looser early and help you save precious time and resources.

2/ customer development and market research

This is the capacity to identify the best people to talk to, the best places to find them, the best way to approach them, how to talk to them so that they are not getting bored, what to ask to get a comprehensive and useful insights for your business.

3/ financial modelling for startup

This is the capacity to check whether or not your idea/customer/market align to generate enough value and money to build a sustainable business.

4/ Capacity to generate back-up ideas or sub-ideas. As you move further and deeper in customer development, you will probably notice that the current version of your idea is a b*llsh*t. This can lead to panic if you don't have backups. You can be either disappointed and abandon (smart decision) or stubborn and continue (foolish decision).

5/ Capacity to identify early which part of your business idea is too weak to be pursed

Hope this helps.

Feel free to join me on LinkedIn or send me a private message here if you need further help.