Validation Canvas Template
Use this canvas to systematically validate your startup idea before building.
Problem Validation
1. Problem Statement
Write a clear, one-sentence description of the problem
Template: [Target user] struggles with [problem] when trying to [job to be done]
Your Problem:
[Fill in here]
2. Target Customer Segment
Be specific - “everyone” is not a target market
Demographics:
- Age range:
- Location:
- Income level:
- Tech savviness:
Psychographics:
- Values:
- Frustrations:
- Aspirations:
- Daily habits:
Your Ideal Customer Profile:
[Describe your specific target customer]
3. Current Solutions Analysis
How do they solve this problem today?
| Current Solution | Pros | Cons | Cost |
|---|---|---|---|
4. Problem Severity Score
Rate each factor 1-10
- Frequency: How often does this problem occur? [ /10]
- Intensity: How painful is it when it occurs? [ /10]
- Willingness to Pay: How much would they pay to solve it? [ /10]
- Current Solution Satisfaction: How happy are they with current solutions? [ /10]
Total Problem Score: [ /40]
Solution Validation
5. Value Proposition
How do you uniquely solve the problem?
Template: We help [target customer] achieve [desired outcome] by [unique approach]
Your Value Proposition:
[Fill in here]
6. Key Features Priority
List only features customers explicitly asked for
| Feature | Customer Requests | Priority (High/Med/Low) | MVP? |
|---|---|---|---|
7. Riskiest Assumptions
What must be true for this to work?
- Assumption:
- Risk Level: High/Medium/Low
- How to Test:
- Success Criteria:
- Assumption:
- Risk Level: High/Medium/Low
- How to Test:
- Success Criteria:
- Assumption:
- Risk Level: High/Medium/Low
- How to Test:
- Success Criteria:
Validation Experiments
8. Customer Interview Results
Track patterns from customer conversations
Number of Interviews Completed: [ ]
Key Quotes:
- ” “
- ” “
- ” “
Common Patterns:
Surprising Insights:
9. Landing Page Test Results
If applicable
- Unique Visitors:
- Email Signups:
- Conversion Rate: %
- Top Traffic Source:
- Most Engaging Content:
10. MVP Test Results
Early user feedback
- Number of Test Users:
- Activation Rate: %
- Retention (Week 1): %
- Retention (Week 4): %
- NPS Score:
Go/No-Go Decision
11. Success Criteria
Define before testing
- At least ___% of interviewees say they have this problem
- At least % would pay $_ for a solution
- Landing page converts at ___% or higher
- Can acquire customers for less than $_____
- At least ___ people use MVP weekly
12. Pivot Options
If validation fails, what’s next?
- Different Problem:
- Different Customer:
- Different Solution:
- Different Business Model:
13. Next Steps
Based on validation results
If Validated:
- Build MVP focusing on [top 3 features]
- Set up payment processing
- Create onboarding flow
- Launch to beta users
If Not Validated:
- Interview 10 more customers
- Test pivot option #___
- Revisit problem statement
- Consider new market
Validation Timeline
Week 1-2: Problem Discovery
- Complete 20 customer interviews
- Analyze current solutions
- Define problem statement
Week 3-4: Solution Testing
- Create landing page
- Run traffic experiments
- Collect email signups
Week 5-6: MVP Validation
- Build concierge MVP
- Test with 10 users
- Measure engagement
Week 7-8: Decision Time
- Analyze all data
- Make go/no-go decision
- Plan next phase
Notes & Learnings
[Space for additional insights, pivots, and learnings]
Remember: The goal of validation is to learn, not to be right. Bad news early saves you years of wasted effort.
Last Updated: [Date] Status: [In Progress / Validated / Pivoting / Killed]