Founder starter workbook
How first-time founders can test an idea before building it
A workbook is useful when it makes you write down what you believe and then go check it. This is the sequence we suggest working through, on paper or in any notebook.
1. Write the one-sentence offer
Fill in: "I help [specific customer] get [specific result] by [how]." If you can't finish the sentence, the idea isn't ready to test yet. That's useful to know.
2. Name the riskiest assumption
List what has to be true for the idea to work: people have the problem, they pay to solve it, you can reach them. Circle the one you're least sure of. That's what your first test is for.
3. Collect evidence, not compliments
Talk to people who have the problem. Ask what they did about it last time and what it cost them. Write down what they actually did, not what they say they would do.
4. Design a small test
Pick a test you can run in two weeks for little money: a pre-sale, a simple landing page, a manual version of the service. Decide in advance what result counts as a pass.
5. Choose the next step
Compare the result with your pass line. Continue, change one thing and retest, or stop. Write the decision down with the evidence behind it.
Common mistakes
- Building the product before testing whether anyone will pay.
- Asking friends whether they like the idea.
- Running a test with no pass line, so every result looks encouraging.