Do not start with the product
A common mistake is building the website and the brand first, then trying to discover a buyer. Reverse the sequence: identify a person with a recurring, costly problem. Describe the problem in one sentence without mentioning your proposed solution.
Likes and compliments are not demand. Better signals are actual workarounds, spending on alternatives, committed trials and clearly understood preorders.
Separate evidence from assumptions
Evidence: a prospective customer already incurs costs or invests time. Assumption: that customer will pay you for a better solution. Keep these claims separate.
Examine five to ten alternatives. Compare promises, pricing models and limitations reported by users. The absence of competitors is not always an advantage; sometimes it indicates a lack of demand.
Run a small experiment
Publish a simple landing page with one concrete offer and a transparent price. State what exists today and what is only planned. Let prospects request a demonstration or a clear follow-up.
Paid preorders require honest timelines and refund terms. An early test can focus on qualified visits, enquiries and willingness to proceed.
Measure customer acquisition
Compare the cost of acquiring a customer to the contribution left after variable costs. If acquisition costs more than a customer contributes, higher sales can deepen the loss.
Build the complete product only after validating a problem, credible demand and an initial economic model — not because friends like the pitch.