# Phase 4: Validate -- Validation Planning > **Goal:** Get your offer in front of real people before building anything. Validate with conversations, not code. You need 10 discovery calls, 3+ "I'd pay for this" signals, and ideally a first sale or letter of intent. > > **Key principle:** "No business plan survives first contact with customers." Talk to people before you build. > > **Source frameworks:** 3 Discovery Call Frames (money_online), Customer Interviews (The Mom Test), Unfair Advantages Audit ($1M business), MVP spec --- ## 1. Discovery Call Frame Selection > **Pick the frame that matches your current confidence level.** You can (and should) evolve through these frames as you learn more. ### Frame A: Market Research > **"You're doing ME a favor -- I just want to understand the problem."** > > - Best when: You're new to the niche, exploring, no established relationship. > - Mindset: Curiosity, not selling. You're genuinely learning. > - Reference: Rob Fitzpatrick's "The Mom Test" -- never ask "Would you buy this?" Instead, ask about their actual behavior. > - Risk: You learn a lot but never transition to selling. - [ ] Selected this frame - **Why:** [placeholder] ### Frame B: Free Coaching > **"I'll genuinely help you with [problem]. In exchange, give me honest feedback on my approach."** > > - Best when: You have real skills to offer and want to test your delivery. > - Mindset: Generosity first. Give real value. The feedback is your payment. > - Risk: People love free help but won't always pay for it later. - [ ] Selected this frame - **Why:** [placeholder] ### Frame C: Sales Call > **"I'm interviewing to see if you're a fit for my program."** > > - Best when: High confidence in your offer, some social proof, clear value proposition. > - Mindset: You're the selector. They need to qualify for YOU. > - Risk: Falls flat if you don't have the confidence or proof to back the frame. - [ ] Selected this frame - **Why:** [placeholder] **Chosen frame:** [A / B / C] **Plan to evolve to next frame after:** [placeholder -- e.g., "after 5 Market Research calls"] --- ## 2. Outreach Script Templates > **You need conversations, not perfection.** These templates are starting points. Personalize every message. The goal: book a 15-20 minute call. ### Template 1: Existing Network DM > For people you already know. Warm outreach converts 5-10x better than cold. ``` Hey [Name], I'm working on something new and your name came to mind. I'm helping [type of person] with [problem area] and I know you [reason they're relevant]. Would you be open to a quick 15-min chat? I'm gathering perspectives from people who actually deal with this, and your input would be super valuable. No pitch, I promise -- just genuinely want to understand your experience with [specific problem]. [Your name] ``` - **People to send this to (list 10 names):** 1. [placeholder] 2. [placeholder] 3. [placeholder] 4. [placeholder] 5. [placeholder] 6. [placeholder] 7. [placeholder] 8. [placeholder] 9. [placeholder] 10. [placeholder] ### Template 2: LinkedIn Connection Request + Follow-Up > **Connection request** (300 char limit): ``` Hi [Name] -- I noticed you're [role/situation]. I'm researching how [type of person] handle [problem area] and would love to hear your perspective. Happy to share my findings too. ``` > **Follow-up after they accept** (send within 24 hours): ``` Thanks for connecting, [Name]! As mentioned, I'm looking into how [type of person] deal with [specific problem]. Would you be open to a quick 15-min call this week? I'm talking to people who've actually lived this and your experience would really help. I can share what I'm learning from others too -- might be useful for your own [relevant area]. ``` - **LinkedIn search criteria:** [placeholder -- job titles, industries, locations, keywords] - **Target:** [placeholder] connection requests this week ### Template 3: Community Post > For relevant Facebook groups, Slack communities, Reddit, Discord, etc. Provide genuine value first. ``` [Engaging hook related to the community's interest] I've been digging into [problem area] for [type of person] and noticed some patterns that surprised me: - [Insight 1] - [Insight 2] - [Insight 3] I'm doing a small research project on this -- interviewing [number] people who deal with [problem] to understand what actually works vs. what doesn't. If you'd be willing to chat for 15 minutes, I'd love to include your perspective. DM me or drop a comment and I'll reach out. (I'll share the full findings with everyone who participates.) ``` - **Communities to post in:** 1. [placeholder -- name, platform, size] 2. [placeholder] 3. [placeholder] ### Template 4: Content Idea Hooks > Posts you can publish on your own channels to attract inbound interest. | # | Hook / Title | Platform | Key Angle | |---|-------------|----------|-----------| | 1 | [placeholder] | [placeholder] | [placeholder] | | 2 | [placeholder] | [placeholder] | [placeholder] | | 3 | [placeholder] | [placeholder] | [placeholder] | | 4 | [placeholder] | [placeholder] | [placeholder] | | 5 | [placeholder] | [placeholder] | [placeholder] | --- ## 3. Customer Interview Question Bank > **Use these during discovery calls.** The key rules (from "The Mom Test"): > 1. Never ask "Would you buy this?" -- people lie to be polite. > 2. Ask about PAST behavior, not future intentions. > 3. Ask about specifics, not generalities. > 4. Shut up and listen. Let awkward silences work for you. ### Opening (2 minutes) - "Thanks for taking the time. I'm researching [topic] and want to understand your experience. There are no wrong answers -- I'm just trying to learn." ### Understanding the Problem (10 minutes) - "Walk me through your typical day/week related to [problem area]." - "How much time do you spend on [problem area] per week?" - "What's the most frustrating part?" - "What have you tried before to solve this? What worked? What didn't?" - "How much have you spent trying to solve this (time, money, energy)?" - "If you could wave a magic wand and fix one thing about [area], what would it be?" ### Validating Willingness to Pay (5 minutes) - "Is this something you're actively looking for a solution to, or is it more of a background annoyance?" - "If something could [your promise], what would that be worth to you?" - "Have you paid for anything similar before? How much?" - "Would you pay $[your price] to have this solved? Why or why not?" ### Closing (2 minutes) - "This has been incredibly helpful. Two quick things:" - "1. Is there anyone else you know who deals with this problem? I'd love to talk to them too." - "2. Would it be okay if I followed up with you when I have something to share?" ### Notes Template (fill after each call) | Field | Notes | |-------|-------| | **Name** | [placeholder] | | **Date** | [placeholder] | | **Key pain points** | [placeholder] | | **What they've tried** | [placeholder] | | **Willingness to pay** | [placeholder] | | **Best quote** | "[placeholder]" | | **Referrals given** | [placeholder] | | **Follow-up action** | [placeholder] | --- ## 4. Unfair Advantages Audit > **An honest assessment of what you already have working in your favor.** Strong advantages mean faster validation. Weak ones tell you where to invest. | Advantage | Description | Rating | Evidence / Notes | |-----------|-------------|:------:|-----------------| | **Distribution** | Do you have an existing audience, email list, network, or partner who could promote you? | [Strong / Moderate / Weak] | [placeholder] | | **Skills** | Can you build/deliver this yourself, or do you need to hire? | [Strong / Moderate / Weak] | [placeholder] | | **Timing** | Is an AI shift, market change, or trend creating a window right now? | [Strong / Moderate / Weak] | [placeholder] | | **Access** | Do you know potential customers personally? Can you get warm intros? | [Strong / Moderate / Weak] | [placeholder] | ### Advantage Summary - **Strongest advantage:** [placeholder] - **Weakest advantage:** [placeholder] - **Plan to strengthen weakest:** [placeholder] --- ## 5. MVP Spec > **Minimum Viable Product -- not a full product, just enough to prove the concept.** The goal is to test your offer with real people, not to build something polished. > > Ask yourself: > - "What's the minimum proof-of-concept I could build in 2 days?" > - "What tool/platform makes most sense?" (Lean into existing workflows.) > - "Who specifically will I show it to first?" - **MVP format:** [Google Doc / Notion page / Loom video / Manual service / Spreadsheet / Other] - **What it includes:** [placeholder] - **What it does NOT include (scope boundary):** [placeholder] - **Build time estimate:** [placeholder -- target: 1-2 days max] - **Tool/platform:** [placeholder] - **First 3 people to show it to:** 1. [placeholder] 2. [placeholder] 3. [placeholder] --- ## 6. Validation Milestones Checklist > **These are your proof points. Don't move to Phase 5 (Money Model) until you've hit at least the first three.** - [ ] **10 discovery calls completed** -- Date target: [placeholder] - Calls done: [0] / 10 - [ ] **3+ people said "I'd pay for this"** (with specific price confirmation) - Count: [0] / 3 - Names: [placeholder] - [ ] **MVP shown to 5+ people** -- Date target: [placeholder] - Shown to: [0] / 5 - [ ] **First sale or letter of intent** - Status: [Not yet / LOI received / Sale closed] - Amount: $[placeholder] - Date: [placeholder] ### Validation Decision > After completing milestones, make the call: - [ ] **GREEN LIGHT** -- Strong demand signals, proceed to Phase 5 - [ ] **YELLOW LIGHT** -- Mixed signals, pivot the offer and re-validate - [ ] **RED LIGHT** -- No demand, go back to Phase 2 and pick Silver niche **Decision notes:** [placeholder]