The short answer
Choose a specific customer and problem, learn how that person handles it now, then test a small version of your offer. Set a time and spending limit before investing in branding, stock or a long course.
Describe who the idea helps
“Everyone could use this” makes a difficult starting point. Describe one type of customer and a situation you want to improve. Write what they currently do and what makes that difficult.
For example, instead of “I will sell planning services,” try “I will help one-person trades businesses organise next week’s quote follow-ups.” This is an example of narrowing an idea, not evidence that a market exists.
Ask about behaviour rather than compliments
Speak to potential customers about the last time they had the problem. Ask what they tried, how often it happens and whether they already spend money addressing it. Avoid relying only on “Would you buy this?”
GOV.UK’s product-development guidance recommends testing products and services with customers. Record what you hear, including reasons your idea may not fit.
- When did this problem last happen?
- How did you deal with it?
- What was inconvenient about that approach?
- What would you need to know before trying an alternative?
Set up one bounded experiment
Choose a small test: a sample, a clearly described pilot or a conversation about a specific offer. State what is included, what is not and any cost. Define in advance what result would justify another attempt.
Before trading, check the relevant business, tax, insurance and sector requirements through official guidance. A simple test does not remove those responsibilities. Avoid taking on costs you cannot afford to lose.
ONE SMALL ACTION
Try this today.
Write one sentence describing your customer and their problem. Choose one person to speak with and set a spending limit for your first experiment.
Add a task to my daily focusCommon questions
Do I need a website first?
Not always. First work out who the offer is for and what you need to learn. A clear conversation or small pilot may answer more than a full website at that stage.
Is interest the same as a sale?
No. Likes and compliments are weaker signals than a concrete commitment. Record what people actually do as well as what they say.
Sources and further reading
These sources support the information identified in the guide. The exercises and examples are suggestions from It Is My Year.
Links checked 4 October 2026.
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