Once you have written down your Monetizable Pain Hypothesis, Big Idea Hypothesis, and completed your Business Model Canvas, the next step is to conduct some tests of your hypotheses and assumptions to see if you were right or if you need to go in another direction. To accomplish this, you will need to talk directly to potential customers. Remember, you're making assumptions about the pain they are experiencing and what solution will solve their pain. So the best way to validate those assumptions is to talk to them directly. To achieve this, you will have to do the following:
A. Find or create a sample of potential customers.
B. Contact (cold call, visit, email, etc.) the sample of potential customers.
C. Capture and measure the results of your communications with the sample of potential customers
The following pages will describe each step in detail.
(See Nail It Then Scale It, pg. 73)