In Step 1 (Start a Business), you created and tested your pitch. This helped you envision your idea, the benefits and what’s special about it. You drafted an idea of your target customers, their challenges and goals. Pitching to friends brought the first risk and helped in creating assumptions.  

Step 2 -TEST your idea

Now it is time to validate your business idea with experts.  It is time to discover other stakeholders and potential customer groups. We want to narrow down to the most attractive target customer and prepare to reach out and understand them.

We use various tools, models and theories to answer the dilemmas below:

Journey dilemma   Action
How to de-risk my idea? 2.1
Who else can I help with my solution/ problem I solve? 2.2
Who could buy my products first 2.3
How to get good customer feedback fast 2.4

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