What it is
Most business ideas fail on one of three things: nobody actually has the problem, nobody will pay enough to fix it, or the maths never works at realistic costs. All three are answerable in about three weeks.
We write down what has to be true for the idea to work, then test the riskiest assumptions with real people. Not a survey of your friends — structured interviews with people who would genuinely buy, and where it fits, a demand test that measures whether they will part with money.
This is the one service we are happy to end with a no. About one sprint in four ends with us recommending against the idea as it stands. That is a good outcome: a few thousand dollars instead of two years and your savings.
What you get
- Assumption map — what must be true
- 10–15 customer discovery interviews
- Bottom-up market sizing
- Competitor and pricing scan
- A real demand test where it fits
- One-page unit economics
- Go / adjust / stop recommendation
- 90-minute debrief session
How it runs
Clear stages, so you always know where things stand.
Free consultation
You describe the idea. We identify the assumptions that would sink it.
Assumption mapping
A working session to write down what must be true, ranked by risk.
Testing
Interviews, market sizing, competitor and pricing work, and a demand test where one fits.
The verdict
A written recommendation — go, adjust or stop — with the evidence behind it, plus a debrief.
Common questions
What if the answer is no?
Then it has done its job. More often the honest answer is ‘adjust’ rather than ‘stop’ — the market is real but the customer, the price or the model needs to change.
Do I have to find the people to interview?
No. Recruiting the right people is part of the work. You are welcome to sit in and listen, and most founders find that the most useful part.
What is a demand test?
Something that measures real intent rather than opinions — a landing page with a live offer, a pre-order, a paid pilot. Not every idea suits one, and we will say so if yours does not.
Should I do this before a business plan?
If you do not have paying customers yet, usually. And the sprint fee comes off the plan in full if you order one within 90 days, so it rarely costs you anything to do it in the right order.
Let's talk it through.
Leave your details and we'll come back to you within one business day with a fixed price and a timeline.