Simplified StartupFrame
List your riskiest assumptions and agree on exactly what to test first.
Test your idea with realbuyers before you build.
Customer interviews, market sizing, and competitor research that turn assumptions into evidence, so you can decide your next step with clearer information, not a gut feeling.
Real customer interviews Bottom-up market sizing Evidence, not opinions Proceed / pivot / pause memo
The numbers behind startup failure
Demand, timing, and economics need testing early.
Research on closed startups points to the same lesson, and most of these risks can be tested cheaply before launch.
0%
Poor product-market fitShare of shut-down VC-backed startups (known reason) where poor PMF was a cause. CB Insights, 2026
0%
Bad timingWhere launching too early or too late played a role. CB Insights, 2026
0%
Unit economicsClosures linked to costs outweighing what each customer brought in. CB Insights, 2026
~1 in 2
Five-year survivalRoughly half of new U.S. businesses are still operating five years on. U.S. BLS
Most of these risks can be tested cheaply before launch. Validation is how you test them.
Services we provide
Each service answers one specific question.
Choose a single service or combine several into one validation project.
01
Problem & Customer Discovery Interviews
One-on-one interviews with people in your target market about their problems, habits, and current solutions.
AnswersIs this problem real and painful enough?
02
Market Sizing (TAM, SAM, SOM)
Bottom-up estimates of your total, serviceable, and reachable market using public data and industry sources.
AnswersIs the market big enough to build in?
03
Competitor & Alternative Analysis
Review of direct competitors, indirect alternatives, and “do nothing” options, including pricing and positioning.
AnswersWho else solves this, and where are the gaps?
04
Customer Surveys
Structured surveys to measure how common a problem is across a wider group of potential buyers.
AnswersHow many people share this need?
05
Demand Testing
Landing pages, waitlists, or small ad tests that measure whether people take action, not just say yes.
AnswersWill people actually sign up or click?
06
Pricing Research
Willingness-to-pay questions and pricing tests to find a price range buyers accept.
AnswersWhat will customers pay?
07
Industry & Trend Research
Desk research on market trends, regulations, and timing factors that affect your idea.
AnswersIs now the right time?
08
Validation Report & Decision Memo
All findings summarized in plain language with a recommended next step.
AnswersShould we proceed, pivot, or pause?
The validation evidence ladder
Compliments are easy to give. Money and time are not.
Not all evidence is equal. The goal is to move your idea as high up this ladder as your timeline allows.
Rung 1OpinionsFriends and family say it’s a good idea.Weakest
Rung 2Stated interestStrangers in interviews say they would use it.Weak
Rung 3Shared painInterviewees describe the problem unprompted and what it costs them.Moderate
Rung 4Action takenPeople join a waitlist, book a demo, or give their email.Strong
Rung 5CommitmentProspects sign a letter of intent or agree to a pilot.Stronger
Rung 6PaymentCustomers pre-order or pay for an early version.Strongest
Your validation report shows which rung your idea reached, and what it would take to climb higher.
What you receive
Evidence, findings, and a clear decision, in plain language.
Interview guide and screened interview list
Interview notes and recurring themes
Market size estimate with sources and assumptions
Competitor and alternatives map
Survey and demand test results (if included)
Pricing range findings (if included)
Plain-language validation report
Decision memo: proceed, pivot, or pause
Walkthrough call to review findings
How it works
Frame → research → test → decide.
Timelines depend on the services selected and how quickly interviews can be scheduled.
Research
Run interviews, desk research, and competitor analysis.
Test
Launch surveys, demand tests, or pricing tests where useful.
Decide
Review the report and decide your next step together: proceed, pivot, or pause.
Who this is for
For anyone about to spend real money on an unproven idea.
First-time founders with an idea they want to test before quitting a job or raising money.
Existing businesses exploring a new product, service, or market.
Founders preparing to fundraise who need customer evidence and market data for their pitch.
Teams unsure whether to pivot and wanting outside research before deciding.
Common questions
Asked before every project.
It depends on which services you choose and how many interviews or tests are involved. We share pricing on the validation call after understanding your idea.
Most projects include 10–20 interviews, depending on how broad your target market is. We agree on the number during scoping.
No research can guarantee success. Validation reduces uncertainty by showing where the evidence is strong, where it’s weak, and what still needs testing.
That’s a useful result. The report highlights what buyers responded to, so you can adjust the idea, target a different customer, or pause before spending more.
Yes. We’re happy to sign an NDA before you share any details.
Most ideas start with discovery interviews: they answer the biggest question (is the problem real?) cheapest and fastest. We’ll recommend the right mix on the call.
Startup Validation & Market Research
Test before you build.
Book a validation call to talk through your idea and the questions that need answers first: we’ll look at the evidence you already have and suggest the fastest way to strengthen it.