It’s fun to start a side business. You get an idea, think about all the things you could do with it, and feel the surge of motivation. But too frequently, the need to do something leads to spending money on tools, websites, gear, branding, and other things before even checking to see if the idea works.
The uncomfortable truth is that the most common reason side hustles fail is not because of a lack of talent or desire, but because they don’t get validated.
Validation is the stage that turns “hopeful guessing” into “profitable action.” You need to know if people really desire what you’re selling before you spend time or money on it. If you don’t do this, you’re only making a business for yourself, not for customers.
This post will show you how to quickly and cheaply test your idea so that you don’t waste money and have a better chance of success from the start.
Why Not Validating Is a Common (and Expensive) Mistake
Most people get stuck in one of two ways:
- They develop too much before testing. Before they make a sale or even chat to a potential consumer, they make a logo, buy a domain name, design social network pages, and build a nice website.
- They adore the idea, not the market. They imagine that other people will like it too since they do.
In both circumstances, you lose money and waste energy. The emotional cost is worse. When things don’t go your way, it feels like you failed when really, you only missed an important step.
But here’s the good news: it doesn’t take months to get validation. You don’t need polls, investors, or focus groups. You just need to be willing to swiftly and easily test your idea in the actual world.
What Is Idea Validation, Really?
Before you finish building your product or service, validation is the process of showing that someone is willing to pay for it.
It’s not about getting “likes” or accolades on social media. It’s about getting a solid promise, like money, time, or clear evidence that someone wants to buy.
Validation gives solutions to questions like:
- Does this fix a problem that really exists?
- Do people really desire it enough to pay for it?
- Will people pick this above other choices?
- Is the demand steady or just sometimes?
If the answer is “yes,” you can move forward. If not, you can adapt before wasting time or money.
Step 1: Start with a Real Issue
To validate your offer, you need to know what pain or want it is trying to meet.
Ask yourself:
- What issue does this address?
- Who has this difficulty the most?
- How important or bothersome is it?
- What are people doing right now to solve it, if anything?
If people are already paying in some way to solve this problem, that’s a strong indicator they would pay for your solution.
Step 2: Before You Build It, Explain the Offer
You don’t need a finalized product or polished service to start validating. In fact, it’s better if you don’t, because you’ll save time if you need to pivot.
Instead, do this:
- Write a clear, one-paragraph statement of what you have to offer
- Point out the problem it solves and the result it gives
- Tell the client what they will get and what is included
- Keep things simple and to the point
Example:
“I’m presenting a 7-day meal plan for busy professionals who want to eat well without having to cook every night. It has a detailed grocery list, directions for how to prepare the food, and daily guidelines. You can make meals for the whole week in one go.”
Once your offer is clear, you can move on to gathering feedback.
Step 3: Talk to People You Don’t Know, Not Just Friends
This is where most people get stuck—but it’s where the magic happens.
Talk to real people who might buy from you:
- Facebook groups relevant to your niche
- Reddit threads or message boards
- Friends-of-friends, coworkers, neighbors
- People you meet locally
- Polite DMs on LinkedIn or Instagram
Ask them whether they have trouble with the problem your idea solves. Share your concept and listen carefully. Don’t sell. Just observe reactions.
Take note of:
- Their body language or tone (in person or online)
- The questions they ask
- Suggestions or enthusiasm they share
- If they say: “When can I get this?”
That last one is the best signal.
Step 4: Offer a Beta Version or Pre-Sell
If the response is good, ask for a small commitment.
Options include:
- Offering a beta version of your service at a discount
- Pre-selling your product before it’s launched
- Giving the first five spots at a lower price
- Collecting sign-ups for early access
The goal: get a real yes.
If someone gives you money—even $20—that’s proof. It means: “This solves my problem, and I trust you.”
Step 5: Learn, Change, and Do It Again
Not every test will succeed. That’s part of the process.
- If no one buys → ask why (unclear offer, wrong pricing, not urgent enough).
- If some show interest but don’t commit → ask what would make them say yes.
- If people love it → double down.
Validation isn’t about being perfect; it’s about direction. Use the results to decide whether to keep going, pivot, or stop.
You Don’t Need a Lot of Money—Just Smart Action
One of the best things about validation is that it costs little to nothing.
Free or low-cost tools include:
- Canva (design)
- Calendly (scheduling)
- Carrd (landing pages)
- Social media (outreach)
- Stripe or PayPal (pre-orders)
This is the opposite of gambling—it’s testing ideas with real people in real time.
Only Make What People Want
Validate before you:
- Spend money on branding, inventory, ads, or platforms
- Doubt yourself or procrastinate for weeks
- Convince yourself it won’t work
Validation is more than a tactic—it’s a mindset. It’s about action over guessing, clarity over assumption, and building for people who actually want what you offer.
If you do this first—even before you feel “ready”—you’ll avoid the most common mistakes and give your side hustle a real shot at success.
Build for those who already want what you have. That’s the quickest way to make your first sale—and every sale after.