Startup Validation Checklist

A rigorous pre-build validation process to confirm you are solving a real problem people will pay for - before writing a single line of code.

work, productivity

by Morris

Problem Hypothesis

Define and pressure-test your assumptions before talking to anyone.

Write a one-sentence problem statement using this format: [Person] struggles to [do X] because [root cause]
List every assumption baked into your problem hypothesis
Estimate the total addressable market (TAM) using a bottom-up calculation, not a top-down one
Identify who already has this problem most acutely - your "hair on fire" customer
Write down why you personally believe this is a real problem - then stress-test that belief

Talk to real humans before building. This section assumes you do this before writing any code.

Recruit 10-15 people who match your target customer profile for 20-minute interviews
Prepare an interview guide using the Mom Test framework - no hypothetical questions
During each interview, listen for emotional language - frustration, embarrassment, stress - these signal real pain
Record and transcribe every interview with permission - do not rely on memory or notes alone
After 5 interviews, pause and look for patterns before continuing
Ask every interviewee for a referral to one more person with the same problem

Map what already exists. No competitors is almost never a good sign.

Search for direct competitors using G2, Capterra, Product Hunt, and Google - not just one
Read the 1-star and 3-star reviews of every competitor on G2 and Capterra
Document each competitor's pricing, positioning, and apparent target customer
Identify which keywords competitors rank for using Ahrefs, Semrush, or the free version of Ubersuggest
Determine your differentiated angle - what you will do meaningfully differently, not just slightly better

The only real validation is when someone hands over money or a credit card. Do this before building.

State a specific price and ask for a commitment - do not ask if someone "would" pay
Set up a Stripe payment link or Gumroad page to take pre-orders or deposits before the product exists
Offer 5-10 people from your interviews the chance to pre-order at an early-adopter discount
Track the conversion rate from "interested" to "paid" - anything above 10% is a strong signal
If no one pays, do a post-mortem interview with the people who declined

Build a one-page site and measure real conversion before building the product.

Build a landing page in under 48 hours using Carrd, Framer, or Webflow - no custom code
Write a headline using the formula: [What it does] for [who] without [the thing they hate]
Set up Google Analytics 4 or Plausible with conversion tracking on the CTA button before driving any traffic
Drive at least 200 targeted visitors to the page before judging conversion rate
Benchmark your conversion rate: 3-5% is average, above 8% is strong, below 2% means the page or offer needs work
Collect email addresses at the point of conversion - use Mailchimp, ConvertKit, or Resend

Build an audience before you build a product.

Set a specific waitlist goal before launch - a number that would convince you to build
Post genuinely helpful content in 3 communities where your target customer hangs out - link to the landing page only if relevant
Post on Twitter/X and LinkedIn with a specific problem-solution story - not a product announcement
Reach out personally to every person who signs up in the first week
Track your week-over-week waitlist growth rate, not just the total number

Turn your interviews and data into clear findings before making a build-or-not decision.

Create an affinity map: group interview quotes by theme across all participants
List the top 3 things you were wrong about after completing discovery
Define your minimum viable customer: the most specific description of who would pay first
Summarize your evidence for and against proceeding in a single page
Identify the one riskiest assumption that is still unvalidated

Use evidence, not optimism, to decide whether to build.

Score your validation across five criteria before making a go/no-go decision
Define what a pivot looks like vs. what a stop looks like - before you are emotionally attached
If proceeding, write a one-page build plan: MVP scope, first customer target, and 60-day milestone
If pivoting, identify which validated insight you are keeping and what you are changing
Share your decision and reasoning with one person who will push back honestly - not just validate you