One of the biggest mistakes I see when people start a business is that they create something before they know if anyone actually wants or needs it.
And that’s easy to understand why; you’ve got an idea, you’re excited, and you want to get going straight away, you start creating a logo, a website and posting on social media…
But without validation, you’re really just guessing – and guessing can be an expensive way to start.
What does ‘validating a business idea’ actually mean?
Validating your idea simply means making sure there are people willing to pay for what you’re offering
It’s about reducing your risk, before you invest significant time or money.
You can’t eliminate the risk, but validating your idea early can help you can help you to make smarter decisions quicker.
If you’re earlier in the process, we’ve also put together a step-by-step guide on how to start a business in the UK, which covers the full journey from business idea, through to launch.
Why most people skip this step
In reality, the validation step sounds simple, but it’s often pushed to the bottom of the list, because it means having to have conversations with people, hearing their honest feedback and sometimes, needing to tweak or change your idea, based on what they say.
And that’s likely to feel a bit uncomfortable, but it’s also where the progress starts to happen.
We do see this a lot and it links to the reasons people question whether they should start a business at all, which I’ve explored in my earlier blog why you shouldn’t start a business.
Step 1: Start with the problem, not the solution
Most new business ideas often start with I want to sell this, but the stronger ideas start with this is a problem worth solving.
Ask yourself these three questions:
- What problem am I solving?
- Who experiences this problem?
- How are they solving it now?
If there’s no clear problem, there’s likely no business.
Step 2: Talk to your potential customers
You don’t need surveys or complicated research, just conversations with people who could be your potential customers.
- Speak to people in your target market
- Ask open questions
- Try to listen more than you talk, to help understand the feedback
At this stage it isn’t about selling, it’s about having an opportunity to understand what your customers really need.
Step 3: Test your idea early
You don’t need a finished product, in fact, you’re probably better off without one.
Instead, you can:
- Describe your idea
- Show a rough version
- Offer a simple service
Then ask them – “would you pay for this?” this is where your validation really starts.
Step 4: Look for signals (not just opinions)
People will often say:
“That’s a great idea”, but that doesn’t mean they’ll actually buy.
So, look for and engage with other signals:
- Are people asking follow-up questions?
- Are they showing genuine interest?
- Are they willing to commit time or money?
Step 5: Be ready to adapt
Validating your idea isn’t about proving you’re right – it’s sometimes the opposite – but either way, it’s about improving the idea.
Ask any business founder and they will tell you that their idea changed at this time, sometimes it’s a small change and other times, it’s a much more significant switch. But remember, that’s a good thing!
We often see people come into our Ignite start up workshops with one idea…
…and leave with a much stronger version of it.
Step 6: Keep it simple
You don’t need:
- A full business plan
- A polished brand
- A perfect website
You just need:
- Conversations with real people, your potential customers
- Feedback
- A willingness to test and learn
There’s more advice in our ten step guide to starting a business.
Common mistakes to avoid
Here are a few we see regularly:
- Spending too long planning without testing
- Asking friends and family instead of potential customers
- Ignoring negative feedback
- Waiting for everything to feel ‘ready’ before you start
This is a classic case of making progress with your idea, rather than waiting for perfection.
How long should validation take?
There’s no fixed timeline, but it shouldn’t take you months.
You can start validating an idea in:
- A few conversations
- A few days
- Sometimes even a few hours
The key is to start early, and be prepared to listen!
Final thoughts
Most people think they need the certainty of a proven business idea before they start, but in reality, it’s more likely to work the other way around.
You get clarity by taking action – and idea validation is simply the first step.
If you’re not sure where to start…
This is exactly the stage where many people get stuck – you’ve got an idea, but you’re not sure if it’s viable, or what to do next.
That’s why we run our one-day Ignite Start-Up Workshop, where we help you:
- Sense-check your idea
- Get feedback from others
- Build a clear and practical plan
- Gain the confidence to take the next steps to move forward
Because the sooner you test your idea in the real world, the quicker you’ll know whether to move forward, adapt, or change direction
