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Which validation test to run first

Flowchart for choosing the first validation test: interviews if the problem is unproven, then a landing page, then pre-sales, then a concierge test.
Answer the questions in order. The first no tells you which test to run.
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A decision flowchart for founders validating a new idea. Four yes or no questions about problem, demand, willingness to pay and delivery send you to the cheapest test that answers the open risk: problem interviews, a landing page or fake door test, a pre-sale or letter of intent, or a concierge test. Koji runs the problem interviews as AI-moderated interviews by voice or text.

Where this appears

What's in this flowchart

Start: You have an idea and no proof yet

  1. Have 8 to 10 people described the same costly problem?
    • Yes: go to 2.
    • No: Run problem interviews. Ask about the last time it happened. Don't pitch the idea.
  2. Have strangers signed up from a page?
    • Yes: go to 3.
    • No: Run a landing page test. One promise, in their words, sent to the segment you interviewed.
  3. Has anyone paid or signed a letter of intent?
    • Yes: go to 4.
    • No: Run a pre-sale. A real price, a delivery date and a refund promise.
  4. Can you deliver the outcome by hand?
    • Yes: go to 5.
    • Not sure: Run a concierge test. Do the work manually for a few customers first.
  5. Finish: Build the smallest version. You have evidence for the problem, demand, money and delivery.

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<p>Source: <a href="https://www.koji.so/visuals/which-validation-test-first-flowchart">Which validation test to run first</a>, Koji</p>

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