Validate before building

A difficult concept to internalize for those first starting a startup is validation. Founders might talk to people about the idea, try and evaluate the feasibility of the idea, and get caught up in implementation details, making market need an after thought.

With my first company that focused on automating drug development for pharmaceutical companies, K and I spent many of our days reading research papers about Alzheimer’s and the nuances of beta amyloid plaques. We were learning a lot – but not exactly about our product-market fit.

After the first company, we decided to prototype a genetics product. We instead started with market need and put up a landing page for the product, set up a ‘Pre-order now’ button, ran an ad campaign, and asked people for feedback. While we had one customer pre-order our $500 product in the first few weeks, we also learned about the idiosyncrasies and doubts of our target consumers much more quickly than the first time around.

That said, whether a product can be adequately user-tested or not depends. Enterprise products that are only used by one person are easy to user test. Consumer products, on the other hand, tend to be more difficult, especially if they have a social component and require network effects for the user to realize value.

Deciding what to build

I’ve noticed making high-level decisions at a mid-stage company is trying. Prioritizing at a startup is easier, because you have less groups clamoring for your attention. But when marketing asks for more money for ad campaigns and the engineering team complains about how they’re overworked and need another developer — how do you know which ones to select and execute on?

One way is to draft a list of all these priorities and ask everyone to vote. This approach democratizes decision-making, which, if done too much, can lead to a company without a clear product drive.

Another way is to ask two questions. Everything boils down to numbers.

Question 1: What are the inputs?
For example, if you want a marketing campaign, do you need more money for Google ads (external) ? Do you need to a month of engineering time (internal)? Often people think about external costs, but forget about the cost of internal company resources, which are just as valuable.

Question 2: What are the outputs?
All businesses have 3 goals. So these inputs must be manipulated in some way to generate output into one or more of these company goals:

  • (1) Revenue
  • (2) Cost savings
  • (3) Market growth

Thus, the decision about what to build becomes simple. You make the decision based on the input/output ratio.