When should I start validating?

Yesterday. Ideally, before you even have a name for your company. The earlier you validate, the less money you waste.

How many people do I need to interview?

Nielsen Norman Group suggests that testing with 5 users uncovers 85% of usability problems, but for market validation, aim for 20-30 diverse interviews to spot patterns.

Is validation a one-time thing?

No. Validation is continuous. As you scale, you must validate new features and markets. See our article on Scaling Your Startup for more on this phase.

How much does validation cost?

It can be free (LinkedIn DMs, Reddit calls). Or <$100 for a domain and landing page. Compared to building a $50k app that fails, it is effectively negative cost.

What is the difference between problem validation and solution validation?

Problem validation confirms that your target audience experiences a genuine pain point frequently enough to pay for a fix. Solution validation tests whether your specific approach resonates better than alternatives. Always validate the problem first; many founders skip straight to solution validation and build elegant fixes for problems nobody has. ---

Market Validation Basics

Q: What is the difference between problem validation and solution validation?

Problem validation confirms that your target audience experiences a genuine pain point frequently enough to pay for a fix. Solution validation tests whether your specific approach resonates better than alternatives. Always validate the problem first; many founders skip straight to solution validation and build elegant fixes for problems nobody has. ---

By Valid8 Editorial Team | 2024-01-01

Master market validation basics with a 4 step framework covering customer interviews, smoke tests, and concierge MVPs to prove demand before you build.

> TL;DR: Market validation basics boil down to four steps: define your hypotheses, run 20 to 30 customer discovery interviews with strangers, test demand through fake door landing pages, and deliver value manually with a concierge MVP. If nobody pays before you build, 42% of startups say that means no market need exists. Validate the problem first, then the solution, then the business model.

# Market Validation Basics: The Ultimate Guide (2025)

Understanding market validation basics is the single most important step in building a startup. It is the difference between building a business and building a hobby.

According to CB Insights, 42% of startups fail because there is no market need. They spend months (or years) building a product, only to launch to crickets.

In this comprehensive guide, we cover the fundamentals of market research, a 4-step framework to validate your ideas, and the common traps to avoid.

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Market Validation Basics: What It Actually Means

Market validation is the process of determining whether your potential customers actually need your product before you build it. It involves a series of tests, interviews, and experiments designed to reject or validate your core business assumptions.

It is NOT:

Asking your friends if they like your idea (they will lie to be nice).
Sending a survey to a random Facebook group.
Assuming "if I build it, they will come."

It IS:

Getting a stranger to pay you money for a solution that doesn't exist yet.
Getting 50 people to sign up for a waitlist.
Conducting rigorous customer discovery interviews.

Why Validation Matters (Beyond Saving Money)

Speed: You can validate an idea in 2 weeks. Building an MVP takes 3-6 months.
Confidence: Investors don't fund ideas; they fund validated markets. showing traction (e.g., "We have 500 emails") is 10x more powerful than a pitch deck.
Pivot Potential: Validation tells you what to build. You might find that users hate Feature A but love Feature B.

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Core Pillars of Validation

Before we get to the "How-To," understand the three pillars you are testing.

1. Problem-Solution Fit

Does the problem exist?

You might have a great solution (e.g., "Uber for Dog Walking"), but if dog owners enjoy walking their dogs, you have no problem to solve. Use the Jobs to be Done framework to understand the underlying motivation of your users.

2. Product-Market Fit

Can you solve it in a way the market accepts?

This is about implementation. Maybe users want their problem solved, but not via an App. Maybe they want a Service. Or a physical device.

3. Business Model Fit

Can you make money?

This is often ignored. If your solution costs $500 to deliver but users will only pay $50, you have a charity, not a business. Understanding your Unit Economics early is crucial.

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The 4-Step Market Validation Process

These market validation basics follow a step-by-step framework to take you from "Idea" to "Validated Business".

Step 1: Define Your Hypotheses

Don't start with code. Start with assumptions. exploring three areas:

Customer Hypothesis: Who is the target audience? (e.g., "Marketing Managers at B2B SaaS companies").
Problem Hypothesis: What pain do they have? (e.g., "They can't prove ROI of their ads").
Solution Hypothesis: