The Seven Deadly Assumptions

We’ve researched customer requirements for more than 200 startup products and services, in preparation for launching them into the market. These are the most common assumptions that all of those startups made. 

Remember, the most common failure mode is getting one of these assumptions slightly wrong...

 
 

There is a Market Gap...

All successful products start here, but so do all of the failures. There may be a gap in current product capabilities, but do customers want a third-party to fill it? If so, how?

Customers Want X...

Meeting customer requirements is essential. Do you fully understand
the issues as they stand today? How are these evolving over time?
Most important, do you have all the APIs and partnerships that customers expect?

 
 
 

Customers Will Pay $Y...

Customers are loathe to tell anyone how much they will pay for even
the most essential solution, so pricing is the most difficult assumption
to confirm.

The Competition is Weak...

An insidious assumption. Even if the competitive product is currently underperforming, do you have perfect knowledge of what your competition will deliver by the time your product launches?

 
 
 
 

Our Product Will Dominate...

All products are imperfect compromises (including yours, sorry). Did you compromise on the right things? Is there any possibility that critical functionality was left out?

Customers will Change Their Behavior to Use Our Product

Customers do change their behavior-witness the rapid adoption of smartphones. But for every iPhone there are dozens of failed products
that depended on behavior changes that never occurred.

 
 
 
 

Customers Will Seek Us Out... 

This assumption covers product discovery, buying behavior, distribution channels and sales team motivations. Have you lined these all up cleanly?