Business Entrepreneurship Startups

Will It Fly? How to Test Your Next Business Idea So You Don't Waste Your Time and Money (Summary)

by Pat Flynn

Imagine you're stuck in an airport lounge and strike up a conversation with the person next to you. Could you explain your business idea in a single sentence and get them genuinely excited? If their eyes glaze over, or they just politely nod, your idea might not be ready for takeoff. This is the 'Airport Test,' a simple but powerful thought experiment to gauge if your idea is clear, compelling, and solves a real problem before you spend a single dollar building it.

Your Market Matters More Than Your Idea

A brilliant idea is worthless without a market that is willing and able to pay for it. The first step isn't to perfect your product, but to find a group of people who are already spending money to solve the problem you're targeting.

Instead of inventing a new type of coffee mug and hoping people buy it, first find a niche group, like rock-climbing enthusiasts. By browsing their online forums, you might discover they complain about their mugs not clipping easily to their backpacks. Now you have a proven market with a specific pain point to build a product for.

Validate with Pre-Sales, Not Promises

The only true validation for a business idea is when someone pays you for it. Surveys, compliments from friends, and social media likes are misleading. A pre-order or a small deposit is undeniable proof that you have a solution worth buying.

Before creating his first major online course, Pat Flynn built a simple webpage outlining what the course would contain and asked people to pre-order it at a discount. When hundreds of people paid for it before it even existed, he knew he had a validated business, not just a 'good idea'.

Mine for Problems Using the P.L.A.N. Framework

To create a solution people will pay for, you must deeply understand their struggles. Flynn's P.L.A.N. method guides you to find their specific Problems, the Language they use, the Anecdotes they tell, and their unmet Needs.

To understand the problems of aspiring food truck owners, you would go to a food truck forum and look for thread titles (the Language). You'd read the specific stories of failure and success (the Anecdotes) to uncover the real pain points, like navigating city permits, not just finding recipes (the Problems and Needs).

Find Your Unfair Advantage

The most successful business ideas often sit at the intersection of your passions, your existing skills, and market opportunities. This 'unfair advantage' is what allows you to serve a market in a way that others can't easily replicate.

A corporate accountant who loves baking doesn't just start another bakery. Her unfair advantage is her financial expertise. She could start a highly successful consulting business helping bakers price their goods, manage inventory, and turn a profit—a unique niche she is perfectly suited for.

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