While thinking of one cool idea for starting a new business or launching a new product, which you think people are dying to buy, and hence its market could be captured easily I would suggest you wake up! from the ideal dream world. You seriously won’t find your ideal way to success.
The real world is a mixture of successful and unsuccessful brands, ideas, products, etc. Humans are complex beings and they differ from each other in many aspects e.g. their tastes, desires, fears, geographical conditions, and goals. So, in order to bring an assumption into reality, it’s very important to validate it in every possible aspect. Validation, done right, can help you stay afloat in early stages of your startup and even, succeed fast.
Early Validation helps you to test your assumptions as soon as possible. So it will save your time, resources, efforts and money. During the early stages of business, all these investments and their relative outcomes hold great importance for entrepreneurs.
“Watch your product as a solution to someone’s problem rather than a series of features”
Triangle of Validations
1- Market or User
2- Problem or Reason
3-Solution or Product
1. Validation of Market and Users:
The purpose of this validation is to narrow down your market to your target audience. If you don’t know who your target audience is, how will you plan your product strategy? You
For example, If the product is a women’s clothing brand it might not be true that all women are the target market. If you consider this you are lying to yourself. Hence, you need to figure out the existing gap in terms of age, demographics, affordability, goals, and fears in a day of their lives. This research is the only way to help you in targeting them effectively.
2. Validation of Problem/Reason:
Rather than focusing on solutions, an entrepreneur’s first focus should be on the problem. Figure out that “WHY” someone will buy your product? What is the real problem of a real user?
For example, monthly grocery is an inevitable aspect of every household. Also, out of it, a few things are necessity e.g. shampoo. We all purchase shampoo every month and are very particular about its brand and specs as well, especially females. If for once a female using an anti-dandruff shampoo is offered a different spec (for long and black hair) she refuses the new trial immediately. Why? because her problem is dandruff and not long and black hair. You have to be careful about your message and copy. It should be according to your target user need. For that, you have to validate the problem of your user.
“If I had an hour to solve a problem and my life depended on the solution, I would spend the first 55 minutes determining the proper question to ask, for once I know the proper question, I could solve the problem in less than five minutes.” — Albert Einstein
3. Validation of Solution/Product:
Validation of your idea, solution or product means to verify that are you addressing the user’s needs. There are plenty of other options in the market to address that particular need of users then why they might be interested in purchasing your solution or product? It is recommended that before the development of the product its prototype should be developed.
For example, while being in the business of baking if you are interested in trying a new cake recipe the best idea is to develop its prototype i.e. a cupcake. Therefore, by doing so you can save time, resources, efforts, and money. This prototype could be easily testified from target users and their response helps you to iterate it in accordance with their requirements.
Without knowing the user and its problem one can’t develop a value-adding and purchasable product.
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