When we wanted to make those features we talked to beta users and made a top 5. Then used a/b testing to variate homepage messaging to see how to position the product (what features converted to benefits the best and which ones drove Sign-Ups).

So using testing to get product market fit is a smart idea. Polls do not always work, we prefer the combination of polls and sign-up of payment behaviors to figure out preferences.

Testing a product/business idea through a hypothesis-like fashion will help the team prepare for scenarios of acceptance/rejection. Valid.

But often times, when you are a startup and a unique one with a hitherto untold story or functionality, its difficult to extrapolate the feedback from the audience to what they actually need.

People are good at making a judgement call when they have a reference point against which they measure your product. If I dont put out my grand idea with all its glory and just open up incremental features for test, it might be a pragmatic, economical way of product development but not it may not result in valid feedback.

In short, users may fail to understand the grand plan, without which they can reach completely opposite conclusions based on limited preview.

Would love to know what you think!

As a PhD scholar in Marketing Management I appreciate your point of view of utilizing the concept of Hypothesis Testing while preparing for a start-up.

But at the same time I’m having a doubt that I can’t resist asking. Though when the entrepreneur is sure about the vision having the method of Hypothesis Testing is good. But what happens in Hypothesis Testing (similar to many case in research as well :P) – once the hypothesis is decided – people tend to manipulate the data/findings to prove that HIS/HER hypothesis was right. Obviously, if the entrepreneur is open minded and ready to accept flaws in initial hypothesis – it is still good. But in case many of us are not – don’t you think an approach similar to iterative and incremental approach like they follow in software development – may help. Specially when the start up is in an uncertain environment where takes time to crystallize your vision.

By the way, thanks a lot for the insightful and thought-provoking article. :D

Too many entrepreneurs are just too dazzled by their own idea to really look beyond whether their customers are even excited about it.

How many entrepreneurs do you know who can sum up their company’s value statement in less than 10 seconds? If you can’t do that – there’s a fundamental problem.

Great post, Rashmi.