Validation guide

A complete guide for validation, with 24 experiments you can do to test your new business ideas.

Who is this guide for?

Validation is the process of gathering evidence and learning around business ideas through experimentation and user testing, in order to make faster, informed, de-risked decisions.

Through experimentation and validation, you move away from the standard innovation approach used in corporations (read: build the car, launch it on the market) towards a lean, de-risked approach, where user testing allows for evidence-based decisions. 

5 examples from this guide.

1. what is validation?

First of all our guide book will explain you what validation is and why you need to gather information around your business. 

2. step by step validation.

There are 3 steps to validate your business: 

Step 1: Define your focus: what do you seek to validate?

Step 2: Map out your assumptions, prioritize the most critical ones and convert them into hypotheses ready to be tested.

Step 3: Choose and design the relevant experiments to test your hypotheses.


3. In which stage are you?

Depending on the stage of the innovation funnel you’re in, you’ll need to validate different elements of your business proposition, so that you can pick different kind of experiments.

Stages innovation funnel

4. 20 Experiments for validation.

Ready to go, but no idea where to start? We listed 24 experiments you can use, plus real examples of how successful startups or corporates used them for validation purposes.

Experiment overview

5. how to pick the right experiment.

Different situations and different components to test (e.g. problem vs. pricing) demand different types of experiments. In the guide we describe pro’s & con’s, tools and currency to guide you in your experiment decision. 

Validation guide

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