Every startup is built on a number of assumptions and undoubtedly some of them will be incorrect. At Dreamit, I’m always stressing the importance of accurately identifying those assumptions and de-risking them as early in the process as possible.
A simple example I like to use involves the e-commerce shoe company Zappos. One of the key assumptions Zappos was built on is the idea that people are willing to buy shoes online. From our 2015 perspective that sounds glaringly obvious but in 1999 that wasn’t the case. The founders tested the market early on and determined there was a demand for the service. It would’ve been a waste of energy and resources to develop the idea if that base assumption had turned out to be wrong.