• How to validate a business idea

  A step-by-step way to validate a business idea in a week: find people already asking for a fix, talk to them, then test whether they sign up or pay.

• The Mom Test

  The Mom Test's three rules for customer interviews, the questions to ask and to avoid, and how to tell real interest from polite compliments.

• Landing page test

  How to test a business idea with a landing page in a week: what to put on it, who to send to it, and which conversion rates mean people want it.

• Fake door test

  What a fake door test is, how to run one step by step, how to stay honest with the people who click, and what result means you should build it.

• What is an MVP?

  What a minimum viable product is, the types founders use, famous MVP examples like Dropbox and Zappos, and how to build one that tests demand.

• MVP vs prototype vs proof of concept

  The difference between an MVP, a prototype and a proof of concept: what each one tests, who sees it, what it costs and which one to build first.

• Landing page vs website

  The difference between a landing page, a website and a homepage, when one page is enough, and why every idea test starts with a landing page.

• Willingness to pay

  How to find out whether people will pay for your idea before you build it: five methods, from pricing surveys to pre-orders, and which to trust.

• Product-market fit

  What product-market fit means, how to measure it with the Sean Ellis 40% test and retention, and what to do when you're not there yet.

• Early adopters

  Who early adopters are, how to spot them with Steve Blank's five traits, and where to find the first people who'll try your product.

• TAM, SAM and SOM

  What TAM, SAM and SOM mean, how to work out each one top-down and bottom-up, and a worked example you can copy for your own business idea.