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Learn before you launch.

Plan a conversation, listen to what people do today, and keep a record of the evidence behind your next decision.

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Make an assumption testable

Startup name

Who is it for?

What problem do they face?

What do you need to learn?

Where will you find relevant people?

What evidence would change your next decision?

What will you test or change next?

Listen before you pitch

Ask about what happened.

Start with real experiences and existing workarounds. A compliment or a “yes, I would use it” is weaker evidence than a concrete next step.

Tell me about the last time you experienced this problem. Walk me through what happened.
What did you do to solve it? Walk me through the steps.
Which part took the most time, effort or money?
What alternatives have you tried, and why did you keep or stop using them?
How often does this happen? What happens if you leave it unresolved?
Who chooses a solution, and who pays for it?
What would need to change for you to try a different approach?

Record the evidence

0 conversations recorded

Use participant labels such as “Office manager 1”. Record observations separately from your interpretation.

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Startup — customer validation plan
Audience: Not recorded
Problem: Not recorded

Assumption: Not recorded
Recruitment: Not recorded
Success criterion: Not recorded

INTERVIEW QUESTIONS
1. Tell me about the last time you experienced this problem. Walk me through what happened.
2. What did you do to solve it? Walk me through the steps.
3. Which part took the most time, effort or money?
4. What alternatives have you tried, and why did you keep or stop using them?
5. How often does this happen? What happens if you leave it unresolved?
6. Who chooses a solution, and who pays for it?
7. What would need to change for you to try a different approach?

EVIDENCE NOTES
No conversations recorded.

NEXT EXPERIMENT
Not recorded